Aptimore Case Study

Growing traffic, awareness and leads through content marketing, advertising, and email nurturing programmes.

 
Aptimore homepage 2.jpg
 

Background:

  • Aptimore is an online leadership & management training platform that uses adaptive technology to deliver personalised training.

  • Developed by business experts and management psychologists, Aptimore’s personalised online learning teaches people all the essentials of collaboration, management, and leadership, with a strong focus on raising emotional intelligence.

  • The team needed to move quickly to tap into the increasing demand for online learning.

  • Aptimore needed a way to build its audience quickly and articulate the benefits of the system to buyers of learning and development training.

Key objectives:

  • Increase website traffic.

  • Generate higher numbers of qualified inbound leads.

  • Improve search rankings across non-brand keywords.

  • Build on Aptimore's solid foundation of credibility.

  • Leverage Aptimore's in-house skills and experience.

Actions:

  • Developed a robust SEO, Content, Paid Advertising, and Email Marketing programme.

  • We undertook a detailed, data-driven evaluation of Aptimore’s current digital marketing and developed 90-day campaign plans to get them moving fast.

  • The plans included a mix of technical and content quick wins, setting the groundwork for longer-term success and creating digital marketing systems that deliver lasting value.

  • We optimised the website for SEO and conversions and helped to clarify the messaging, conveying the strong benefits of the Aptimore leadership & management training platform.

  • Working through one of our Content Ideation Workshops, we collaborated to develop data-driven content marketing focussed on remote working and emotional intelligence tapping into the market’s needs during the problematic coronavirus lockdown.

  • Implemented paid media advertising to generate leads quickly and cost-effectively from within the target audiences.

  • Built an automated email marketing programme to nurture leads on autopilot.

Results & Impact:

  • Website traffic sessions grew 108% in 6 months.

  • Onsite lead conversions increased by 65%.

  • Over 400 leads generated via Google Ads and LinkedIn Ads.

  • Cost-Per-Lead reduced by 154%.

  • Key first page SEO rankings include: ‘leadership development program’, ‘personal development report’, ‘active listening in virtual meetings’ and ‘self-development report.’