Growth MarketingSEO
2X Revenue Growth for a Learning Tech Agency
Plume, a leading Learning Management System (LMS) development agency operates in a competitive, niche market, catering to clients in the US and UK. With a focus on bespoke solutions, Plume’s large deal size makes it crucial to target and secure the most valuable leads.
About the project
We were tasked with delivering growth for Plume through implementing SEO, Google ads and Inbound marketing strategies.
Project Snapshot
1:12
Return on Ad Spend
(ROAS)
2X
Revenue growth over two years
+400%
Increase in relevant
search visibility
Our partnership with Republic Marketing really paid off. We landed bigger deals and expanded our client base.
Kaine Shutler
Managing Director, Plume
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Some of the challenges we've dealt with
Underperforming campaigns
Plume's paid ads efforts were not meeting their expectations, suffering from a lack of visibility into true sources of enquiries and not meeting monthly KPI for booked calls. We initiated a comprehensive audit of existing campaigns, identifying quick wins and come up with a strategy for medium and long term gains.
By restructuring the campaigns based on segmented audience insights and refining the messaging to meet the specific needs of these segments, we improved the quality score, reduced CPC, and started to see an increase in the number of booked calls.
The need for enterprise clients
Transitioning from serving SMEs in the UK to attracting US-based enterprise clients necessitated a significant shift in brand positioning and user journey. We collaborated closely with Plume's UX designers and developers to create well-structured landing pages and engaging content targeted at decision-makers in large organizations. We understood that showcasing Plume's capabilities was essential to break into a new market, and this couldn't be achieved without considering the entire user experience, not just the ad copy.
Stagnant SEO
Initially, Plume's online visibility was limited, with critical keywords ranking on pages three and four of search results. We faced stiff competition from large SaaS companies with significantly higher domain ratings, but we were undeterred. Our strategy included aggressive SEO tactics to improve rankings and visibility despite these challenges.
What we did
Top-down strategy restoration
We completely overhauled Plume's Google Ads strategy to focus on higher-quality leads and better ROI. This involved creating targeted landing pages, refining keyword targeting, employing smart bidding strategies, and changing ad creatives for different stages of the buyer's journey. Regular testing and adjustments ensured that campaigns remained optimised for peak performance.
Inbound marketing
Targeting niche topics with high conversion potential, we came up with detailed buyer personas and developed tailored downloadable content. We also leveraged Plume’s strong domain authority and capitalise on Google's latest core updates, focusing on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), which significantly boosted Plume's keyword rankings and domain authority.
Enhanced tracking and attribution
Google ads dashboard and CRM aren’t often in sync. Data in Google ads do not reveal the final result of a conversion and customer profiles in the CRM may not show which campaign and keyword was responsible for a deal. This is also true for other PPC and organic campaigns. Plume wanted clarity; so we implemented a start-to-end solution that helps with attribution across paid and organic campaigns.
Challenges
Underperforming Campaigns
Republic Marketing overhauled the Google Ads, Ieading to immediate improvements in booked caIls and deal closures.
