When we first met Oakley they were a business with high overheads and decreasing turnover. During the initial website scoping meeting it was evident they needed a complete digital marketing strategy to redefine the company’s offering and positioning. It was clear that their current approach to marketing was having little impact and, in fact, creating a negative ROI for the business. A lack of accountability and an overly complex number of marketing tools had become unmanageable for the time available to the team.
Orbital started by fully identifying the primary revenue drivers for the business, setting clear business and marketing goals with a fully costed strategy which would turn the business around. Google Analytics and Search Console were implemented with advanced conversion goals to set initial benchmarks for organic search and traffic growth, conversion rates and bottom line revenue.
The initial strategy was to cut the number of courses offered, and to focus only on those that were considered ‘core’ to the business. We then focused on modernising the brand and improving the website to reflect this new vision and clarity.
A personalised Direct Marketing campaign launched the new website and new online booking and management system to local businesses. During the first 6 months all 5 key Search terms targeted were reaching the first page or top 10 results, leading to an immediate increase in enquiries.
The next stage of the process was to incorporate all the marketing tools and incumbent systems into the website, to centralise the management of all aspects of the business with a single login. An existing Shopify account was migrated and merged into a full training course ticketing system with full e-commerce, custom sales, native reporting and Xero integration. A Customer Relationship Management (CRM) system was created with e-mail notifications throughout the sales process. Training managers and delegates both received a login for self-service bookings and custom course certification. This reduced the management cost of sales, course delivery, delegate management and certification. Enabling customers to place, manage and add attendees to their own bookings further improved overall efficiency of business operations. The new system reduced annual technology spend from 10.7% to 1.2% of total revenue.
Feedback from existing and new customers has been excellent. The integrated and fully-featured training management system has led to larger corporate client wins. The self-management of certificates means delegates don’t have to rely on keeping printed copies safe, while custom account-based coupons and certificate expiration emails serve to maximise customer loyalty and increase spending.
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