This client is a Certified corporate yoga business based in Singapore that offers classes across Singapore. This client strives to support the students, making their employees happy, healthy, and more productive through yoga and meditation classes. They also work with large organizations, helping them improve company cultures and achieve their missions. To spread the good news about yoga, they offer corporate yoga teacher training to help aspiring corporate yoga teachers start their careers.
Approach: Collaboration, Growth, and Empowerment Focused:
We kept collaboration and growth in mind as we worked on this project. We wanted to make sure our client understood what we did and why, and we also felt that going forward, they knew how to optimize blogs to improve rankings and add new keywords to their existing rankings.
To start the project, we got familiar with the industry through the following:
- Business analysis
- Industry analysis
- Competitive analysis
Since our goal was to help them be findable online, we needed to understand the competition. From there, we reviewed the client’s SEO foundation by auditing their website and analytics. We began creating and implementing strategies once we understood their business and where they stood.
Our SEO strategy included:
- Technical SEO
- On-page SEO
- Off-page SEO
- Local SEO
We optimized their web pages to make sure their core pages were findable on search and user-friendly. At this point in the project, we had laid the foundations for growth and were on track to see results.
When we began the project, the client only ranked for branded keywords. Only people who knew about the brand could find them online. If they were interested in the client’s offerings and would be the ideal client, they could not find them unless they knew the company’s name. At the end of the project, they ranked top for keywords such as:
“Yoga and wellness center”
“Yoga corporate wellness programs”
“Yoga for corporate wellness”
“Best yoga meditation classes”
They even have a new featured snippet, a few site link rankings, and appear on multiple local pack SERPs.
What We Learned:
A Sustainable SEO Plan and Strong Foundation To turn this client’s website into an optimized marketing asset and tool, we did an in-depth SEO audit to look for opportunities and errors. From there, we built out an SEO strategy, Optimized their Google Analytics, Created an ongoing SEO plan
60% INCREASE IN TRAFFIC AND EXPANDED RANKINGS
INCREASING LINKING DOMAINS AND DECREASING SPAM SCORE
120% OVERALL INCREASE IN PAGE VIEWS
650% INCREASE IN IMPRESSIONS IN SIX MONTHS
165% INCREASE IN ENROLLMENT
143% MONTH OVER MONTH INCREASE IN PHONE CALLS
Paid Search Strategy
The yoga client was looking to enhance their previous search campaign. They saw the value of strongly emphasising paid search but were looking for better results. Onedot Media helped this client by updating their existing paid search campaigns.
This resulted in a 97% increase in conversions and a cost reduction of 130% in CPA.
Google Ads is one of the biggest platforms for advertising online. As a result, we were able to help this client drive new interest to their website through a Google Ads campaign. This was essential to the overall paid search strategy we wished to accomplish.
Google Tag Manager:
Many clients come to us having already set up a Google Analytics account, but only a few have used Google Tag Manager. Google Tag Manager allows you to take your website analytics reporting to the next level by tracking how visitors use your website. For example, we helped this client track where potential interest was and how often that became a real lead.
For an industry such as Yoga Studio, reaching potential clients in your area is important. Location is just as important in selling a property as finding interest. We knew the local search was the key to improving this client’s search results and business. By focusing efforts on gaining interest in the regional market of the client, we were able to have them rank higher in searches for specific neighbourhoods and towns that the client typically operates in.
345% INCREASE IN LOCAL SEARCH RESULTS
167% INCREASE IN WEB TRAFFIC FROM GOOGLE ADVERTISING
45% RISE IN NEW STUDENTS FOR THE CLASSES IN THE FIRST SIX MONTHS
Email Marketing Strategy
Email marketing is applied in a variety of formats:
- Weekly/Monthly Newsletters
- Trigger Mails
- Webinar notifications
- Promotional campaigns
- Re-engaging older, inactive prospects.
Daily, the Yoga Client receives hundreds of leads and general enquiries from students seeking more course content information. Some of these leads convert by purchasing a course, but many find they are still deciding whether to commit to a course at that particular time.
All Professional leads in the previous 6 months that did not purchase a course.
Our content had to be relevant and meaningful to the target audience to re-engage these prospects. So we developed an exclusive offer – a free short course for anybody who purchased by the end of that month. We developed an email outlining this offer. When they clicked on a button CTA, this action brought users to a separate campaign page, which offered more information. On this page, there was a short contact form. When completed, this alerted our trainers that a prospect was interested and had been reactivated.
Mailchimp was used to deliver these email communications to the target audience. The emails were scheduled to be delivered at 11 AM and tailored to the user’s time zone and geographic location.
38% OPEN RATE
3.5% CLICK-THROUGH RATE (WELL ABOVE INDUSTRY AVERAGES)
85 RE-ACTIVATED LEADS (WHICH IN TURN RESULTED IN ADDITIONAL REVENUE FOR THE ORGANIZATION)