Case Study: Education Company Customer Journey

Case Study: Education Company Customer Journey Optimization

**Please note client/company identities and identifiable facts about this case study has been altered to protect all parties involved. The focus of this case study is showcase my thought process in solving problems as well as demonstrate the results of implemented strategies and tactics.

Marketing is also a team effort. Some tactics used have been researched, debated and discussed at length with internal teams and outside subject matter experts. I do not take credit for their ideas. I have determined that the strategies outlined in this case study are the best actions for the client/company and have been implemented based on my judgement alone.

SUMMARY

A leading education company wanted to acquire new audience and convert existing customers to boost marketing attributed revenue. Analysis of conversion data and funnel showed the opportunity to implement a customer marketing strategy to help consumers understand the brand, product offering, and become lifelong ambassadors of the brand. The positioning of several of the marketing messages were very “conversion orientated”, pushy, and didn’t match the step of the user’s journey.

KEY TACTICS IMPLEMENTED

Created Informational Marketing Collateral – Built downloadable gated content like course brochures and one-pagers ultizied on Google Ad campaigns to capture prospects and enter them into the marketing funnel. Also curated blog content centered around topics related to courses being offered to organically attract prospects into the funnel. Hosted instructor-led webinars and offered 1-hour live course previews for customers who’ve already started their customer journey.
Optimized Email Marketing Channel – Added content from blog articles to weekly newsletters to keep subscribers up to date on company brand news. Built automated email workflows on the back of course-specific gated content which provided information throughout a month’s time to educate the prospect about the course they were interested in. Pushed them to convert with special offers and discounts. Once converted, pushed them into the newsletter segment as well as upselling them into more courses.
Generated User Testimonials to Add Brand Credibility – On course completion, students were interviewed about their course experience and created student profiles on the company website to showcase the student, and to function as an extra tool to use to help students convert.
Consolidated Social Media Effort and Curated More Engaging Social Posts – Posting on Twitter and Facebook didn’t match the ideal consumer persona and behavior. Limited social posts to LinkedIn and started posting weekly quizzes to spark engagement.
Launched Affiliate Marketing and Referral Programs – Rewarded affiliates who marketed courses to their audiences and students who referred coworkers from their companies were also rewarded.

Results

Attributed Revenue to Marketing Increased.

Email marketing key performance indicators improved. Click-to-open rates and click-through rates increased by 56% and 43% respectively.

Acquired 2400 marketing-qualified leads per year on average.

Tommy Cat Media