Inbound marketing is an effective way to grow website traffic, leads and enquiries for any type of business, whether you are a product-based sales company or a service business. This case study provides an overview of our work with a specialist technical training provider. It shows how we’ve helped them build awareness of their company, strengthen their business reputation, and - most importantly - grow their turnover.Customer background
The customer provides training courses and workshops for electricians, as well as specialist training in areas such as emergency lighting, fire alarm systems, and renewable energy infrastructure. The business serves a wide range of customers, from individuals becoming qualified as electricians for the first time, to upskilling services for independent electricians, and bespoke training solutions for SME contractors and construction businesses.
The challenge
Despite the quality and range of electrical training courses provided and the respect and credibility they held within their local market, their business name was largely unknown. The problem they had was getting their business name ‘out there’, getting inbound leads, and closing enough deals to bring their training centres to capacity.
The client had tried various ad hoc marketing approaches but without measurable success, and no coherent strategy. There was also no system in place to consistently follow up on leads and sales opportunities so many enquiries went to waste.
Objectives
The customer came to JDR with two goals. First, they wanted a digital marketing strategy that allowed them to measure their results and produce a good return on investment. Secondly, they wanted to increase their sales, and establish themselves as a nationally recognised name in the sector.
How we helped
To reach their goals, we put together a custom marketing programme with an emphasis on SEO, Google Ads, and content marketing to increase visibility and web traffic, and a targeted email marketing strategy.
The plan included:
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Premium technical content with four articles written per month and two guides per year
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Search Engine Optimisation to increase organic leads
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HubSpot onboarding, plus ongoing support and help with implementation
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Sales email templates
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Google ads set up and management
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Call tracking, reporting, and analytics
In terms of tangible results, one of their training centres now operates at almost full capacity, which was one of their main goals. Uptake for several of their courses has doubled or even tripled in revenue this financial year compared to last financial year. This has allowed them to achieve a significant company revenue milestone and make ambitious plans for the coming years.
Our general advice and coaching support have also helped the customer to utilise HubSpot to its full capacity and focus on sales leads more systematically. The customer is now in a position to consider recruiting an internal Business Development role to increase sales further.
Results and progress
Since coming on board, the client has seen significant improvement in all their target areas, including:
Email marketing
Before the campaign started, the customer had a very hit-and-miss relationship with email marketing, with a small database and low engagement rates. This has now improved to the point where email marketing is one of the customer’s strongest marketing tools, used to increase awareness about the range and variety of courses they offer, as well as encouraging repeat business from existing customers. The average open rate is now around 20%, and the click-through rate has increased over the past year by 1.37%.
SEO and keyword rankings
One of the main issues the customer had was poor visibility on Google for important keywords. This has improved over the past two years, with the customer now ranking for around 1,900 keywords, and the average position in Google going up 58 positions since starting with us.
Website & Blog Content
Although the customer did maintain a company blog before starting with JDR, this was only updated when there was time, and there were often long periods between article publications. One of the main aspects of their campaign was to develop a consistent content marketing strategy that included regular publication of articles and guides. JDR have a strong technical writing team with extensive experience working for electrotechnical clients, allowing the customer’s blogs to speak directly to their target readership and effectively convey their
value proposition. Over the past 12 months, five of the customer’s top 10 landing pages (as in the first page a person visits on the website) are blog articles. The new downloadable guides have also proved their worth as lead magnets, accumulating around 800 inbound leads - so far!
Google Ads
Google Ads has become an important revenue stream for the customer, with 173,000 impressions and 9,000 clicks since the start of the campaign. Encouraged by a consistent ROI, the customer has recently doubled their advertising budget and created new Google Ad campaigns, which have already yielded success.
Website Traffic Has Tripled
The result of the extra website content, improved SEO, increased Google ads and more effective email marketing has lead to website traffic levels tripling in little over 2 years - a phenomenal increase in brand awareness and engagement.
Inbound Leads Have Doubled
In line with traffic, inbound leads from the website have also increased significantly, and are now more than double the original starting point, and growing all the time.
Client feedback & a major revenue goal achieved
The customer has been happy with their progress so far, including the big increases in course uptake, and achieving their significant turnover milestone, which “has always been a big milestone of mine”. We’d like to thank the client for being a pleasure to work with and look forward to bringing them ever greater success over the coming years.
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