Increasing search visibility and generating marketing qualified leads.
Services provided
Juran had worked with various agencies eager to grow the company, but found the progress slow with little direction. When their new community manager suggested they contact StrategiQ, the resulting meeting was a two-day deep dive into the business, connecting their business needs with a marketing strategy focused on delivering results.
The following discovery phase uncovered a wealth of opportunities that could springboard the company back onto the first page of Google. The volume and quality of the content was leveraged to start with, with broken links from decades of references being fixed or redirected. Paid media channels were audited before newer customer-focused campaigns were set up and launched.
As traffic and leads increased, StrategiQ updated the website to improve the user journey, optimise it for search engines and increase the conversion rate. The new-look website now matches the market-leading status that the company has held for many years during its 75 years of business. The design team took ownership of the brand, creating a consistent and sleek kit of parts that could be used across the marketing campaigns.
Using highly-targeted LinkedIn marketing, we were able to feed a steady stream of marketing-qualified leads to the team at Juran. We also reinvigorated the social channels with high-quality visuals, strong brand messages and inspiring quotes that encouraged comments and increased engagement figures tenfold.
With a substantial email list gathered over the course of two decades, the email channel was a key element of the strategy. New email templates were created that showcased the new brand style, whilst being flexible enough to be used for various messaging.
Whether the emails were announcing new courses, delivering thought leadership content or reminding users of Juran's regular webinars, each email was carefully crafted to suit the audience. This resulted in ever-improving engagement rates and an increase in course sign-ups from their existing user base.
The combined efforts of the multi-channel marketing, updated website design (on both the corporate website and the online learning platform) resulted in positive shift in the company's overall goals and targets to three times the original expectations. Within six months, Juran was appearing on page one for more and more relevant terms, and the PPC, social media and email channels continue to drive leads on a monthly basis.
