Growth Marketing & Paid Ads for Online School

Driving Online Applications with Targeted Digital Campaigns

About the client :
Betterstudy.ch, a leader in 100% online educational courses for Human Resources and Accounting, sought to refine its growth marketing strategy to enhance its customer acquisition and conversion rates. The primary challenge was to understand the inefficiencies in their existing marketing efforts and to streamline processes for better performance and reduced costs.

Challenge :
BetterStudy approached our company with several pressing challenges. They were experiencing stagnant growth, high customer acquisition costs, and low engagement rates across their online courses. The client sought to revitalize their digital presence, improve lead quality, and increase course enrollments while reducing marketing spend.

Objectives :
Maximizing the number of student account registrations and completed applications.

Our approach :
The collaboration began with a thorough review of Betterstudy’s digital assets. This included a detailed review of their website’s user experience (UX) and the integration and effectiveness of their marketing technology stack. Historical data from traffic data and past marketing campaigns were analysed to gauge their success and identify patterns in customer behaviour and conversion bottlenecks.

We engaged in interviews and workshops with key stakeholders, including the company’s owner and sales team, and reviewed collaborations with previous agencies. This process helped us align the marketing objectives with actual customer needs and allowed us to craft a more informed and effective customer-centric strategy.

Deliverables:

An agile roadmap was developed, prioritising quick wins and high-return strategies to ensure immediate improvement and sustained growth. The strategy focused on:

• Agile Marketing Plan: Focusing on easily addressable, impactful issues to optimise resources and achieve significant outcomes swiftly.
• Website Optimization: Streamlining navigation and refining content layout to boost user engagement and increase conversion rates.
• Refined Targeting: Enhancing paid advertising campaigns with precise targeting based on detailed customer personas, tailored to specific stages in their buyer journey.
• Content Utilisation: Strategically redeploying existing content throughout the customer journey to enhance engagement and conversion opportunities, while also improving content marketing for better search engine visibility and increased referrals.
• Attribution Modelling: Identifying the most effective marketing channels and assessing their contributions to conversions, particularly in a complex, multi-touchpoint B2B buyer journey.
• Paid Advertising: Setup and manage always on Google and Meta ads campaigns in German and French covering the Swiss and European markets.

Impact

Betterstudy.ch has seen a 50% year-on-year increase in revenue from both organic and paid channels in its first year. The lead time for client acquisition decreased by nearly two months, enhancing operational efficiency. Additionally, revenue per client has risen by 15%, reflecting greater value per customer