Aptimore Case Study
Growing traffic, awareness and leads through content marketing, advertising, and email nurturing programmes.
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.’
