Digital Lead Generation Campaign – The Academy
The Academy is a small business based in Glasgow offering certified courses in the beauty industry. We helped generate leads for an open day via an integrated digital campaign using paid search, paid social media and email marketing.
The challenge
The client was hosting their first open day, offering taster sessions of popular courses with a chance to ask the experts about career opportunities. They wanted to deliver a targeted campaign to encourage sign ups on a tight budget.
The beauty of a digital campaign is that it can be highly targeted and personalised to your audience. It also allows for flexibility, as budgets can be amended in real time to make sure each channel is working as hard as possible to generate leads.
The solution
We created a booking process which allowed The Academy to capture leads through a simple contact form on their website. A bespoke landing page was designed to convert traffic from digital campaigns into sign ups.
We created targeted social media ads to raise awareness of The Academy with potential customers based on insights into their existing contacts. Then we researched keywords and created paid search (or PPC) ads to capture the attention of consumers who were searching for services offered by The Academy.
We also used email marketing to reach out to existing leads and set up automated email reminders to keep in touch with attendees.
Finally, we set up goals and tracking across multiple platforms to allow The Academy to monitor the success of their campaign.
The results
The targeted digital ads generated over 97% increase in traffic to The Academy website, where over 40 people signed up to attend the open day. On the day, The Academy were able to convert a number of attendees into sales.
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open day sign ups
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increase in web traffic
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