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Inbound Growth for Unigranrio

Gustavo Goncalves

 

The challenge

Unigranrio didn't measure their leads, didn't know how much of their contacts and clients came from different digital sources, and was starting to recruit less students, for this they contracted us to reverse the picture and teach them inbound marketing. 

The diagnosis

First we looked on their website and try to make the optimal way to conversion there, we saw that you needed an awful number of clicks to get where they wanted. Yet, if our contacts knew where they would have to go on our website would be a victory already, but the old site was confusing and didn't have CTAs.

Then we went to understand what the share of digital in total new enrollments was when we started - October 2017, they had 21% paid media and 8% organic.

The objectives

After the diagnosis, the macro objectives that Mkt4edu should achieve were defined:

  • to double the organic contacts

  • Maintain the 21% of paid media, but reduce the CPM by 30%

  • Generate leads from their website
  • Raise their number of student recruitment by using new technology and methodology

The solution

New Comercial Website

To reach the objectives, the beginning was a reformulation of the site, having a more commercial purpose and making it easier for leads to execute the desired action.

We used a Growth Driven Design approach, lauching a webiste within the first 45 days of contract. The website was already complete, but one could say it was also a bit rough on the edges, so with de GDD methodology, we launched it so we could have results fast, as low hanging fruits, and optimized along the way.

We put premium inbound content on their pages, content they were looking for, CTAs and also forms so people could subscribe to our newsletter.

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Inbound Marketing

In order to capture more qualified leads and improve the number of organic enrollments, Mkt4edu created a strategy of blogs, ebooks and SEO to optimize and streamline the results.
It has created blogs, new conversion rules, general ebooks and per course.

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Marketing automation

In order to realize all the plans, it was necessary to invest in innovative technologies that would give flow to all the educational marketing actions planned to strengthen the brand and improve the result of Inbound.
The tool chosen was the Hubspot marketing automation software, the largest in the current market.
With Hubspot, the new website was created, totally integrated to the institution's blog. It was also developed the strategies to capture and convert leads, such as creating landing pages, e-books and e-mail marketing.

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Monitoring the performance of the actions

As much as Hubspot offers a series of performance indicators on its own platform, we wanted to go further.
We used Adscale, a bid tool, to optimize media purchases by robot, taking away the human factor and focusing on conversion. Adscale makes several optimizations per day, we set the most appropriate time for each media and when to spend at that time.
We also used Attribution.me to get the attribution right in a linear way, having a more measurable and adequate result, and still without an independent platform, not just using google and facebook measurements.

 

The results

This is how their old site looked like

site velho

And this is their new site:

site novo

As we changed their website, worked with it's SEO and content marketing, these are the results we've got on traffic, lead generation and forms conversion.

Website Traffic:

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Blog Traffic:

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Number of new contacts converted on content well placed on their website:

 ebook

Original Source from the list above, being 28,47% from organic traffic:

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Original Source from all their contacts, 16,4% organic:

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Form conversion:

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Form conversion:

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Number of total sessions:

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With this new website we were able to measure the results, bring new contacts to our client and tap into a piece of the sales funnel that they weren't even aware of.

In the first intake, 2018.1, we increased the number of enrolled students by 22% over the same period last year.
In addition, we had 39% of those enrolled of organic origin, and 23% of those enrolled of paid media origin. Exceeding, by far, the goals set.

During the second semester we increased comparing to the same period on the previous year in 25% the student recruitment, and doubled the amount of organic enrollments.

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