CROSS-CHANNEL MARKETING STRATEGY YIELDS DAZZLING RESULTS FOR BEAUTY SCHOOL
MULTI-CHANNEL CAMPAIGNS ADDED TO A BASE OF SEM LED TO A 1023% INCREASE IN ASSISTED SEM CONVERSIONS
CAMPAIGN RESULTS
13%
Increase in qualified lead generation
1023%
Increase in assisted SEM conversions
2X +
SEM engagement and conversions
40%
Increase in qualified leads from social campaigns
~2X
Industry average display click-through rate
CHALLENGE
THE CLIENT’S PRIOR CAMPAIGNS LACKED MESSAGE CONSISTENCY ACROSS MARKETING TOUCH POINTS LEADING TO INCONSISTENT PERFORMANCE.
Recognizing our expertise in holistic digital marketing—spanning multiple channels and coupled with a data-driven strategy that consistently delivers positive ROI—the client challenged us with launching a campaign designed to achieve steady year-over-year growth in qualified leads, ultimately boosting enrollments.
STRATEGY
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, our 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 our 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.
If you’d like to learn more about how we can help you adapt to the evolving education marketing landscape and ramp up your efforts, please contact us today.
OUR LATEST WHITEPAPER
The Prospective Student Journey:
Reaching Traditional College Students
We have identified four specific points in the journey where schools can make small changes that can increase the number of incoming students. Learn how to implement these changes and optimize these opportunities.
