Only three months after I began working as the marketing director for IIHT Technologies Nigeria, there was evidence of significant growth in terms of walk-ins, enrollments, brand reputation/equity, and overall revenue of the training company.
IIHT, as an ICT training and education provider, initially faced significant challenges with declining enrollments in their courses, as well as low attendance at their free seminars and workshops.
As a tech-oriented company, they couldn’t believe that an online marketing strategy would work because they had initially tried several digital strategies and spent money on online channels that yielded little or no sales.
Unfortunately, their internal seminars, which were supposed to be a great medium for direct conversion, drew a small crowd, and when they attended external seminars/workshops, their competitors dominated them by having a larger percentage of their target audience.
Because the classes on the 2nd floor were sufficient to accommodate the enrolled students, the classes on the 1st floor were all empty and locked up due to a reduced student population. In essence, the fact that the classes on the first floor (downstairs) were unused/empty means that the company was wasting a lot of money on rent and resources that were not being utilised properly.
When I first looked at the IIHT official website, the first thing that struck me was the lack of a blog section which should be the central feature for proper search engine optimization for the website traffic .
Meanwhile, the website only had one page that displayed all IIHT courses, necessitating the creation of separate landing pages for each of their courses and tailor a well targeted advertising process .
Furthermore, I observed that their seminars/workshops were not truly customer-centric, in the sense that they focused primarily on discussing the company’s product rather than providing positive value to their audience.
I redesigned the entire company website and integrated a blog section while doing so. I also made sure that their courses are well categories and then, I created a unique landing page for each of the courses.
I initiated a targeted-marketing strategy, segmented the target prospects while directing them to their respective well-crafted course landing pages and each of these landing pages consistently generated leads for the company.
To influence positive brand perception, I carried out content audit and redeveloped contents to be human-voiced while tailoring them to the needs of our targets. These contents were shared to drive engagements via our social media pages. I delegated content development to my marketing team for blog/LinkedIn post updates.
While writing contents, I double-checked that the right keywords were in place for search engine recognition. Our expert reputation grew as a result of our consistent LinkedIn/blog post publishing, which resulted in organic inquiries and an increase in walk-ins/enrollments.
To drive traffic to our respective website landing pages, I ran social media and Google PPC campaigns, and I received good leads from online paid advertisements. Leads were distributed among my marketing team, and I made sure that proper follow-up was done with zeal to ensure walk-ins and enrollments.
To generate more revenue for the company, I initiated using the empty classes downstairs to run a Co-working space business and then I advertise it to IT-SMEs in need of offices. Within 1 month, the company started making money from the rent paid by these businesses.
I transformed the nature of IIHT seminars/workshops to be more value-based and customer-oriented, and then designed a marketing strategy that drew target audiences’ attention. This made us more competitive and dominating in the market.
Our partnerships with recruitment agencies and employers commence as a result of the official IIHT-Employer Partnership proposal that I designed, and this led to our graduates being offered jobs. Advertising IIHT partnerships with employer to our target prospects contributed to increased enrollments.
New leads, more walk-ins, increased enrollments and expert reputation consistently led to IIHT overall revenue growth, in addition to the sales made from the co-working spaces.
Before I joined IIHT Technologies, they were more concerned with marketing their services rather than focusing on how to provide value to their target audience. There was no tangible evidence of their efforts bring a substantial return on investment.
The successes we have gained over the years fuel my ambition to become a growth hacker who can increase business profitability as a result-oriented marketing influencer.