Cross-Channel Marketing Strategy
Yields Dazzling Results for Beauty School
This Advance 360 Education client was attracted to our holistic approach to digital marketing including mastery of multiple channels, the relationships between them and the demonstrated use of data focused digital marketing strategy to yield positive ROI.
The client’s prior campaigns lacked message consistency across marketing touchpoints leading to inconsistent performance. Advance 360 was challenged to launch a campaign that would deliver consistent year-over-year qualified lead growth with an ultimate goal of increased enrollments.
The campaign focus was to build upon Search Engine Marketing (SEM/PPC) success by layering additional channels into the strategy.
SEM: Constant optimization was key to success. As the campaign was in motion, the Advance 360 team of search marketing experts:
- Added new keywords and negative keywords based on user’s search queries to improve the relevancy of search result;
- Removed high-cost keywords to ensure the budget focused high performing keywords;
- Updated ad copy leveraging Google’s responsive ad format which programmatically shows the most relevant ad copy to each individual user based on their search inquiry.
Social: The campaign launched mid-COVID pandemic where job loss was high and so was social media engagement. Targetable audiences were meticulously developed based on employment status and renewed career desires among those displaced from their more recent jobs. Compelling messaging that was sensitive to the audience’s mindset was a key to success. And, the strategy took advantage of lead generation functionality within the Facebook platform, generating leads without the student prospect having to leave their social media environment. And consistent with Advance 360’s approach to campaign management, continual optimization focused on a shift toward look-a-like audiences built upon the characteristics of the highest performing audiences with a beauty interest.
Digital Display: Adding to a base of re-messaging display advertising targeted toward those that had visited the client’s website, an aggressive layered display campaign was introduced. Layered display effectively combines multiple audiences throughout the purchase funnel to maximize display and search results. Audiences consisted of those with demonstrated vocational education interest, interest in the client’s competitive set, audiences determined as being in-market among others.
Overall qualified lead generation has increased by 13%.
Assisted SEM conversions increased by 1023%, demonstrating the positive impact of multi-channel strategies in support of a base SEM campaign.
Campaign click-through engagement is more than double the industry average.
Nearly 1,000 conversions to date including phone calls and form fills at a conversion rate double the industry average.
Qualified leads from social campaigns have increased by 40%.
More than 500 leads generated through Facebook’s in-platform lead generation creative with the majority coming from optimized beauty and look-a-like audiences.
Display campaign click-through rate is nearly double the industry average.
Exceptional view-through metrics with more than 1,000 student prospects returning to the client’s website within 30 days following exposure to display impressions.