Sydney Photographic Workshops achieves a 134% increase in ROI
- 0 Increase in ROI
- 0 Increase in Conversions
- 0 Increase in Users
Project Overview
Sydney Photographic Workshops is a leading photography school known for its comprehensive workshops and courses for beginners, advanced enthusiasts and photography buffs alike. As creative businesses were becoming ever more digitised, they decided to focus more on their online channels. They had just commissioned a new website and were struggling to find online marketing methods to drive sales and growth, and promote their exciting range of photography courses to budding photographers. They turned to AdVisible to make a digital marketing campaign that was guaranteed to match their success and reputation as Sydney’s leading photography school.
Our Proposal
As a renowned photography school run by leading master photographers (think of names like Daniel Linnet!), they already had great success through word-of-mouth, referrals and more traditional marketing approaches. They were ready to dive into the world of digital — and they knew we were the right partner to do this with! Our objectives were to;
- Establish the company as a reputable school in a niche online space.
- Drive targeted traffic to their newly designed website.
- Improve brand awareness in a highly competitive field.
- Provide ongoing web support and continually optimise their new website.
Strategy & Awareness
As Sydney Photographic Workshops was fairly new to the world of digital marketing, our experts decided that the best course of action would be to start from scratch! After conducting audits to their new website, social media and Google Ads account, we would have to ensure the following;
- Leverage any website to drive online traffic to ensure users were enrolling into their classes and workshops.
- Achieve increased overall conversions.
- Establish a robust digital sales channel for the brand.
Our Approach
The Set-Up
After conducting rigorous market research and coming up with a set of measurable KPIs with Sydney Photographic Workshops, we;
- directed their campaign toward boosting enrolments for their introductory course.
By specifically targeting this product, this was the best approach for achieving their long-term business goals and driving brand loyalty, and repurchases.
After conducting rigorous market research and coming up with a set of measurable KPIs with Sydney Photographic Workshops, we;
- directed their campaign toward boosting enrolments for their introductory course.
By specifically targeting this product, this was the best approach for achieving their long-term business goals and driving brand loyalty, and repurchases.
SEO Optimisation: keyword mapping
To ensure top funnel users could navigate to essential information to Sydney Photographic Workshops many courses, we suggested;
- Optimised keyword mapping, using keywords specific to their workshops.
- Ranked for search terms such as “portrait photography”, “photography courses” and “photography courses sydney”.
Doing so assured prospects actively looking for photography classes were in the right place and convert into leads.
To ensure top funnel users could navigate to essential information to Sydney Photographic Workshops many courses, we suggested;
- Optimised keyword mapping, using keywords specific to their workshops.
- Ranked for search terms such as “portrait photography”, “photography courses” and “photography courses sydney”.
Doing so assured prospects actively looking for photography classes were in the right place and convert into leads.
SEO Optimisation: content expansion
Our second goal was to ensure new visitors to Sydney Photographic Workshop’s website were enrolling in courses. We
- Added valuable FAQ content in relation to all workshop pages.
- Expanded website content with high-volume search terms.
This attracted prospects who were more likely to make a sale and provided value to customers looking for exciting photography courses.
Our second goal was to ensure new visitors to Sydney Photographic Workshop’s website were enrolling in courses. We
- Added valuable FAQ content in relation to all workshop pages.
- Expanded website content with high-volume search terms.
This attracted prospects who were more likely to make a sale and provided value to customers looking for exciting photography courses.
Website Design & Support: CRO Optimisation
Our next plan of attack was optimising Sydney Photographic Workshop’s website for conversions. This meant ensuring people who were actively looking for their workshops were moving through the last stages of the marketing funnel, and ‘enrolling’. We implemented the following strategies:
- Adding clearly labelled CTAs.
- Implementing defined tabs that featured information referring to workshop requirements, pricing, class overview.
- Implementing clearly defined customer reviews to the top of the course.
- Created clearer user flows – by bolding the most important info and listing FAQs to the bottom of the page.
Our UX strategies improved user experience, increased chances of user engagement and enrolments from new prospects.
Our next plan of attack was optimising Sydney Photographic Workshop’s website for conversions. This meant ensuring people who were actively looking for their workshops were moving through the last stages of the marketing funnel, and ‘enrolling’. We implemented the following strategies:
- Adding clearly labelled CTAs.
- Implementing defined tabs that featured information referring to workshop requirements, pricing, class overview.
- Implementing clearly defined customer reviews to the top of the course.
- Created clearer user flows – by bolding the most important info and listing FAQs to the bottom of the page.
Our UX strategies improved user experience, increased chances of user engagement and enrolments from new prospects.
Google Ads: COVID-19 response
We paused SPW’s Google Ads campaigns for a total of 3 months from August to October 2021. This provide us with the opportunity to;
- Re-establish their digital marketing and growth as the Australian economy reopened.
- Started promoting workshops that were the best performers in the past including their 8 Week Beginner Workshops.
- We aim to expand their campaigns by promoting workshops that were popular in the past, including Essentials Workshop, Night Photography classes and then Portraiture.
We paused SPW’s Google Ads campaigns for a total of 3 months from August to October 2021. This provide us with the opportunity to;
- Re-establish their digital marketing and growth as the Australian economy reopened.
- Started promoting workshops that were the best performers in the past including their 8 Week Beginner Workshops.
- We aim to expand their campaigns by promoting workshops that were popular in the past, including Essentials Workshop, Night Photography classes and then Portraiture.
Results So Far
"After being with another company managing our SEO and Google Ads, we were left very disappointed by a lack of results and understanding of our business. We went in search of a company that could deliver what they promised, and AdVisible did just that. If you want a team dedicated to ensuring your success, I cannot recommend AdVisible more highly – they truly deliver on their guarantee!"
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Forcast
- 1,039.94% Increase in Revenue
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- 182% Increase in Impressions
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