#MarketingExcellenceAwards highlight: Inspizone inspired consumers to search for its training offerings

Training provider Inspizone specialises in training and human capital development for both management and technical skills. In particular, it offers training and learning lab for office productivity, IT courses, project management, creative suite, and finance courses. Despite its wide array of courses, Inspizone found it tough to reach out to its target audiences fast. Hence, it decided to launch a search marketing campaign that eventually saw it bagging the bronze award for Excellence in Search Marketing at MARKETING-INTERACTIVE's Marketing Excellence Awards 2020.

Challenge

Inspizone found it a challenge to acquire new business as digital marketing requires time to set up and grow. According to the company, new business involves plenty of "immature decisions and costing", and it is also tough to generate trust among start-ups. Budgets are also an issue for start-ups as they tend to not have enough amount set aside for marketing and are hesitant on investing more resources and budget in that aspect.

The training provider also faces stiff competition in the region. As such, in order to succeed, Inspizone recognised that it has to understand its target audience and engage them with relevant products. Hence, its search marketing strategy focused on the aspects of new business, budget, products, target audience, and competitors.

Strategy

While creating the campaign, it focused on the phrase "Why should I buy from you rather than your competitor?". Inspizone recognised that it had to deliver the campaign with the specific amount of budget at the right time while focusing on the relevant target audience. It also designed the funnel to understand consumers' behaviour from engagement to conversion.

Inspizone also made use of CRM to collect marketing and sales reports to analyse and understand the behaviour of its consumers. Overall, its proposed solution included SEO, Google ads, social media marketing, email marketing, and content marketing using blogs.

Execution

Its digital marketing campaign involved SEO and search engine advertising. For SEO, it had multiple product-oriented micro websites and carried out keyword analysis. It also optimised webpages for specific keywords and monitored the performance of content. Meanwhile, on the search engine advertising front, it did A/B testing of campaigns, created ad copies containing call-to-action, monitored performance, and created a blueprint for Google AdWords.

Results

According to Inspizone, the company had a 60% organic search visibility from various channels. Its organic results also had a higher conversion rate if visibility was high. Meanwhile, SEO for six websites surrounding specific products also saw a 60% increase in visibility, resulting in a high conversion rate. Its Google AdWords results reported an increase in impressions, relevant clicks, conversion, as well as a lower cost.