The Skills Network: Reducing cost per lead by 75% using Paid Social
THE RESULTS
79% | decrease in course registration |
75% | decrease in cost per lead |
Finding out what is actually driving sign ups
The adult education industry has undergone a dramatic transformation, with the move to online learning being led by The Skills Network. Particularly with the impact of COVID-19 forcing individuals to isolate, the need for distance learning is more prominent than ever before.
The Skills Network were facing a unique set of challenges across its business. The business had grown off the back of a Facebook and email-heavy approach, but it was unclear as to what worked and what didn’t.
Adult education budget funding was being decentralised from the central government due to devolution and they had a diverse product set, multiple B2B and B2C audiences, and a desire for in-house marketing activity in the future. This meant a more intelligent, strategic, and consultative approach was required to drive future growth.
Bespoke strategies and upskilling
To help The Skills Network overcome its challenges, we developed a multi-faceted approach designed to tackle its issues head-on:
- Utilised lookalike audience from previous enrolment data to target prospects on both Facebook and LinkedIn
Implemented a multi-stage approach to improve the quality of leads and nurture the users through their consumer journey - Devised a multi-channel integrated content strategy to increase organic visibility and traffic, whilst providing content to utilise in all channels
- Identified their ideal customer profile and generated a predictable pipeline of qualified leads for the sales team to engage with
- Integrated the data from the pre-existing CRM platforms with our media channels to create a full view of lead generation performance
- Developed and executed a training roadmap for their in-house marketing function
The strategic approach drove massive improvements for The Skills Network at both the top and bottom of the funnel, helping to generate high levels of customers, all whilst reducing the cost per enquiry.
- Cost per course registration is down from £150 to £32
- Cost per lead down from £8 to £2
- Creative A/B testing doubled click-through rates
- B2B lead generation worth £100k+ of business
Often, marketing tactics are intrinsically linked and need careful planning and communication between the various methods. We demonstrated that in order to generate optimum results, it is important to take a holistic view of a business's marketing activities and fundamental goals to devise the perfect strategy.
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
