Topper_Blog

260.55% Marketing ROI for Business-Training Organization (Case Study)

September 11, 2019

Subscribe to Flight Media Blog Notifications

260.55% Marketing ROI for Business-Training Organization (Case Study)

Introduction

Our client is a business-training organization that teaches powerful behaviors of adaptability, flexibility and out-of-the-box thinking. They believe the ability to put these qualities into practice drastically improves communication, collaboration and managing change well. 

Their goal is to transform the way their clients interact with the world by providing engaging in-person experiences, as well as via video, elearning and micro-learning.

The Problem

While the company had a great reputation and gained new speaking engagements via referrals and word of mouth, their digital marketing efforts were floundering.

So they reached out to us for help. 

  1. They were dabbling in inbound tactics – trying to get website traffic and leads – with no solid traction or significant ROI. 
  2. While they had a sizable team, they didn’t have a designated person with sufficient expertise. 

The Results

After working with us and implementing the right set of strategies, this client experienced an ROI of 152.22% and 260.55% in their first and second year, respectively. 

Return on Marketing Investment Overview

Here's a closer look at the company's transformation — and a glimpse into the possibilities and returns of properly planned and managed agile campaigns.

The following table shows data for 2017 (covering all 12 months) and the first six months of 2018. 

image2-44

Website visits 

After working with Flight Media for 12 months and following our customized inbound marketing strategies, our client’s – a business training organization – website received 10,902 unique visits. 

In 2018, they were positioned to achieve almost 30% growth when compared to the previous year, given that the first 6 months of the year already had 7,143 unique visits

image3-40

Conversion rates

To increase conversion rates, we launched several lead magnets, installed different calls-to-actions and pop-ups throughout the website and continuously optimized those elements to keep increasing conversion rates.                                 

Conversion rate measures how many visitors have turned into leads (people who fill out a form on the website). 

Although the industry standard when it comes to website conversion rates is 2%, the results for both years were higher: 2.24% in 2017 and 2.85% in the first 6 months of 2018.

Leads (New Contacts)

When a website visitor converts, it means that they have filled out one of the forms on the website in exchange for a free resource OR they have filled out the “Let’s talk/Contact us” form.

In 2017, the website generated 256 new leads (email contacts) in total through the website and 1,310 via JoinbyText (a tool we used to drive conversions via SMS marketing). 

Let’s break that down:

  • 212 of them became a lead (email contact) because they decided to download one of the organization’s free resources. 
  • 44 visitors filled out the “Let’s talk” form and expressed interest in one of their services. These people are called “sales qualified leads.” This doesn’t include people who wanted to solicit, guest blog, etc.
  • 1,310 became a subscriber from JoinbyText at events – and some of them turned into large sales contracts.

In 2018, we experienced significant growth on the website side. In the first 6 months of the year, the website generated 204 new leads (email contacts), and we were on a path to potentially achieve a 56% growth in 2018. Unfortunately, the client stopped using the “JoinbyText” strategy. We recommended re-implementing this strategy to maintain this stream of leads.

Here’s the breakdown:

  • 179 visitors become leads (email contacts) because they decided to download one of the organization’s free resources. 
  • 25 visitors filled out the “Let’s talk” form.

Customers and ROI

Customers

In 2017, out of the 44 sales qualified leads we mentioned above, 10 turned into customers, totaling $103,500.00 in sales.

7 out of these 10 customers were directly tracked results of Inbound efforts, totaling $90,800.00 in sales.

Digging a bit deeper, it’s interesting to note that $47,800.00 came from contacts that first joined the email list through the integrations we set up (JoinByText/Pop-Ups) and $43,000.00 came as a result of organic (blogging) traffic. 

Sales Qualified Leads Conversions

In the first half of 2018, out of the 25 sales qualified leads (SQLs) that filled out the “Let’s talk” form on the website: 

  • 7 turned into customers as a result of, equalling $64,900.00 in sales. 
  • 4 of them are a result of organic blogging efforts, totaling $11,150.00. 
  • 1 contact came through JoinByText, totaling $8,500.  
  • 2 reached out via our Hotjar integration form that resulted in $43,250 in sales. 

Marketing ROI

At our company, we believe in ROI. In fact, we believe in it so much that we define it like this: 

Our passion is to help our team and clients experience a positive ROI.

By working with us, this client was able to secure an incredible return on their marketing investment: 

  • In 2017, the ROI of the entire project was 152.22%
  • In 2018, the ROI for their investment was 260.55%

Final Thoughts

The much-needed marketing expertise we provided transformed our client’s marketing efforts. 

The bottom line is, numbers don’t lie. The significant increase in ROI can clearly be attributed to the inbound marketing efforts we led on the client’s behalf. Are you ready to take your marketing efforts to the next level?

Partner with a pro.

New call-to-action

Blog Comments

Flight Media

Flight Media is a team of nerds who love helping people succeed--whether that's a business or hobby.