Challenge:

• Reduce Customer Acquisition Cost (CAC)
• Increase Sales Team Effectiveness in Closing Enrollments with Support from Digital Marketing Campaigns.

Our Strategy:

• We needed to optimize the conversion rate of Experience Idiomas' landing page by highlighting added values and enhancing the brand promise for the customer.

We focused on:

• We are improving load times, creating a responsive design, and connecting forms to a CRM for immediate lead management to boost purchase rates.
• A modern, high-contrast design that adapts seamlessly to any device.
• They are segmenting traffic based on individual languages.
• To enhance effectiveness, we created an independent landing page for each language.
• We ran targeted ads on Google Ads and gathered data through cold campaigns on Facebook, Instagram, and Audience Network based on behavior and interests.

Our Strategy:

We implemented multi-platform remarketing and automated email marketing synchronized with remarketing across social media and YouTube. Additionally, we connected the CRM to digital marketing campaigns for direct management by sales representatives based on each client's individual journey through the sales funnel.

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Multi-Platform Remarketing Implementation:

Potential customers' process for quoting a language course often involves reviewing multiple agencies and options (both online and offline), free apps, and in-person courses.

We needed to ensure we remained at the top of our minds for our potential clients. Optimizing remarketing campaigns allows us to tailor our communication to appear on the platforms consistently the user engages with, such as Facebook, Instagram, and YouTube.

We captured audiences based on their landing language from Google Ads search campaigns. Additionally, we created specific campaigns by language and geolocation that invited users to request information based on the nearest Experience Idiomas location. We achieved this with a promotional video showcasing Experience Idiomas' unique value proposition in the market: thematic classrooms where you can learn the language by simulating real-life situations.

Thanks to current tools, we created synchronized remarketing campaigns across independent platforms for the same brand, reducing the risk of sending contradictory messages to the same client.

For example, a client on the verge of making a purchase based on a promotional offer could receive a remarketing ad featuring a new hook for new leads, potentially undermining the initial offer being discussed.

To increase our efficiency in the upper stages of the Experience Idiomas purchasing funnel, we used marketing automation in conjunction with communication on social media and advertising platforms (Facebook, Instagram, YouTube, Display Network, and Facebook Ads Audience Network).

Consistent communication across all channels helps potential buyers develop a clearer understanding of the brand’s identity and value proposition based on their position in the sales funnel.