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 advertising efforts were falling short of expectations due to limited visibility into the true sources of enquiries and failure to meet monthly KPIs for booked calls. We conducted a comprehensive audit of existing campaigns, identifying quick wins and developing a strategy for medium- and long-term gains. By restructuring the campaigns around segmented audience insights and refining messaging to address the specific needs of these segments, we improved quality scores, reduced CPC, and saw an increase in booked calls.
The need for enterprise clients
Transitioning from serving SMEs in the UK to attracting US-based enterprise clients required a significant shift in brand positioning and the user journey. We worked closely with Plume's UX designers and developers to create well-structured landing pages and engaging content tailored to decision-makers in large organisations. We recognised that showcasing Plume's capabilities was essential to entering a new market, and achieving this required attention to 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. Facing stiff competition from large SaaS companies with substantially higher domain ratings, we remained resolute. Our strategy involved targeted SEO tactics designed to boost rankings and visibility, enabling Plume to compete effectively despite these challenges.
What we did
Top-down strategy restoration
We overhauled Plume's Google Ads strategy to prioritise higher-quality leads and improved ROI. This process involved developing targeted landing pages, refining keyword targeting, implementing smart bidding strategies, and customising ad creatives to align with different stages of the buyer’s journey. Regular testing and adjustments ensured the campaigns stayed optimised for peak performance.
Inbound marketing
By targeting niche topics with high conversion potential, we developed detailed buyer personas and crafted tailored downloadable content. We also leveraged Plume’s strong domain authority and capitalised on Google’s latest core updates, focusing on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). This approach significantly boosted Plume's keyword rankings and domain authority.
Enhanced tracking and attribution
The Google Ads dashboard and CRM often lacked synchronisation. Data in Google Ads did not reveal the final outcome of conversions, while customer profiles in the CRM typically lacked insights into the specific campaign and keyword responsible for each deal. This disconnect applied to other PPC and organic campaigns as well. Plume sought greater clarity, so we implemented a start-to-finish solution to enable accurate attribution across both paid and organic campaigns.
Challenges
Underperforming Campaigns
Republic Marketing overhauled the Google Ads, Ieading to immediate improvements in booked caIls and deal closures.
