Background: Crowne Education is a locally owned tutoring and test prep company with over 10 years in business. Having used various marketing methods over the years, Crowne brought Motto Marketing on board to streamline their digital marketing strategy, increase brand awareness, and generate more leads.
Assess: The digital audit revealed that the company’s address had not been updated in every online space they occupied. Inconsistent name and address information prevents Google from attributing each presence to the same company, which greatly reduces search engine optimization. Crowne Education came to understand how search engines deliver information based on search terms. The audit also revealed opportunities to streamline Crowne Education’s messaging and content so that it answered questions potential clients were searching and encouraged them to continue reading.
Plan: Using the digital audit results, Motto Marketing helped Crowne Education build a marketing strategy. The plan involved updating company’s information to provide the right details to search engines for making better search connections. They would also create a consistent message that resonated with the target market and tweak the website for a more user-friendly flow. Finally, Motto Marketing and Crowne Education mapped out a strategy to optimize the social media presence and Google Ads campaigns.
Implement: To maximize effectiveness of the new strategy, the first step was to update the business listings across the internet. Motto Marketing, a Google My Business Certified firm, taught the owners to manage their Google My Business page so that they could make these updates on their own. Using checklists from the plan, Crowne Education began implementing the strategy on their own. Motto Marketing remained engaged to provide support by building a social media content plan and redesigning the Google Ads to drive more leads.
Analyze: Throughout the process, Crowne Education learned to monitor the new strategy’s results and track increased engagement. Motto Marketing also continued to follow analytics with an eye for traffic, engagement, and ad spend. Motto Marketing provided Crowne Education with a snapshot analysis of the new strategy and recommended a few tweaks to the campaigns based on the data.