Lincoln Learning Solutions goes digital to increase leads almost 500%
A ‘small fish’ is luring success in a ‘large sea.’
Lincoln Director of Marketing Doug Sharp admits they are “a very small fish in a very large sea.” On top of that, the company went through a total rebrand and needed to get its new name and message out to prospects. “We didn’t have the resources to do so, and quite frankly didn’t know where to start,” Sharp said. Lincoln needed consultation before taking action. It needed a solid strategy to avoid throwing good money at bad marketing results.
Lincoln reached out to B2B marketing specialists Multiview for help. The key first step was understanding needs and objectives. “Multiview’s team and consultative approach is very similar to how we partner with our clients,” Sharp explained. “We don’t look for cookie cutter options, and you can tell the Multiview takes that same approach.”
Together, Lincoln and Multiview developed a strategy that attacked all three stages of the buying funnel, including:
Programmatic Display (keyword, persona, retargeting) for brand awareness and top of funnel
Paid Social (LinkedIn and Facebook) for top and middle funnel
Paid Search (Google and Bing) for lead generation and conversion tracking
"The only concern we have today is whether we can handle the number of qualified leads that have been generated." -Doug Sharp, Director of Marketing, Lincoln Learning Solutions
We signed more clients in six months than we did in the previous two full years,” Sharp said.
Overall, the number of generated leads increased 470% in the first nine months after implementing the integrated strategy, with an accompanying increase in website traffic of 195%.
Paid search efforts produced a 3.73% CTR, resulting in 87 direct phone calls, more than 3,300 page visitsand driving almost 400 users to Lincoln’s Shopify page.
LinkedIn campaigns produced more than 3,900 engagements, with almost 700 website clicks and just shy of 500 company page clicks. Facebook campaigns resulted in more than 40 total conversions.
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