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Technology
August 30, 2024

Step-by-Step Implementation of Marketing Automation for Experience Idiomas

Client: Experience Idiomas

Experience is a language academy recognized for its unique thematic classrooms, which set it apart from the competition. The institution offers courses in English, French, Portuguese, Italian, Russian, and German.

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Challenge:

  • Reduce Customer Acquisition Cost (CAC)
  • Increase Sales Team Effectiveness in Closing Enrollments with Support from Digital Marketing Campaigns.

Solution 01: How to Reduce Customer Acquisition Cost (CAC)?

Our Strategy:

We focused on:

  • We are improving load times, creating a responsive design, and connecting forms to a CRM for immediate lead management to boost purchase rates.
  • A modern, high-contrast design that adapts seamlessly to any device.
  • They are segmenting traffic based on individual languages.
  • To enhance effectiveness, we created an independent landing page for each language.
  • We ran targeted ads on Google Ads and gathered data through cold campaigns on Facebook, Instagram, and Audience Network based on behavior and interests.

Solution 02: How to Increase Sales Team Effectiveness in Closing Enrollments?

Our Strategy:

We implemented multi-platform remarketing and automated email marketing synchronized with remarketing across social media and YouTube. Additionally, we connected the CRM to digital marketing campaigns for direct management by sales representatives based on each client's individual journey through the sales funnel.

Multi-Platform Remarketing Implementation:

Potential customers' process for quoting a language course often involves reviewing multiple agencies and options (both online and offline), free apps, and in-person courses.

We needed to ensure we remained at the top of our minds for our potential clients. Optimizing remarketing campaigns allows us to tailor our communication to appear on the platforms consistently the user engages with, such as Facebook, Instagram, and YouTube.

We captured audiences based on their landing language from Google Ads search campaigns. Additionally, we created specific campaigns by language and geolocation that invited users to request information based on the nearest Experience Idiomas location. We achieved this with a promotional video showcasing Experience Idiomas' unique value proposition in the market: thematic classrooms where you can learn the language by simulating real-life situations.

Thanks to current tools, we created synchronized remarketing campaigns across independent platforms for the same brand, reducing the risk of sending contradictory messages to the same client.

For example, a client on the verge of making a purchase based on a promotional offer could receive a remarketing ad featuring a new hook for new leads, potentially undermining the initial offer being discussed.

Automated Email Strategy Synchronized with Social Media Remarketing

To increase our efficiency in the upper stages of the Experience Idiomas purchasing funnel, we used marketing automation in conjunction with communication on social media and advertising platforms (Facebook, Instagram, YouTube, Display Network, and Facebook Ads Audience Network).

Consistent communication across all channels helps potential buyers develop a clearer understanding of the brand’s identity and value proposition based on their position in the sales funnel.

Connecting CRM with Marketing Campaigns

As the final step in marketing automation, we connected the email campaigns (social) to the Experience Idiomas CRM, managed by its language sales consultants.

Using Bitrix24, our CRM, we simplified sales funnel management and centralized all commercial activities in one place, enabling robust analytics and reporting on goal attainment and each representative's performance.

By connecting Bitrix24 with our digital marketing platform via API webhooks, sales representatives automatically adjust the campaigns targeting potential clients as they progress through the purchasing stages:

Email + Social Media + SMS/Robocall + YouTube + Display Network and Audience Network.

All work in unison with a common goal: to persuade potential customers to take the next step and advance in the sales funnel.

Customer Perspective: A solid, unified, high-impact value proposition in a competitive landscape vying for our potential customers' attention.

Results

The education industry averages a conversion rate of 2.79%. With Experience, we achieved an impressive 9.13% average conversion rate in high-performing campaigns over six months for Google Ads.

Thanks to multi-platform remarketing, the number of users contacting a sales representative via WhatsApp and Facebook Messenger increased significantly.

Tres Pi Medios successfully positioned Experience as the number one contender in impression share, competing against established companies like American School Way, Open English, and Berlitz, which dominate the market with considerably larger advertising budgets.

Impression Share Against Competitors: 47%

The average conversion rate on Experience Idiomas' landing page saw a 5% increase from all visits from Google Search.

Previously, Experience spent approximately COP $32,000 (USD 10) for low-quality conversions in terms of contactability and brand awareness regarding language programs.

With Tres Pi Medios, the cost per conversion decreased by 59%, achieving an average conversion cost on Google Ads of COP $18,997 (USD 5.96).

It’s important to highlight that the total cost per lead across all active marketing campaigns ranges between COP $6,000 and COP $9,000 (USD 1.88 – 2.88).

Before implementing the CRM, Experience Idiomas managed their sales operations using Excel spreadsheets, making operational management cumbersome for sales representatives and complicating effectiveness measurement. This led to issues with data duplication and multiple contacts to the same potential client from various sales reps, which frustrated customers—especially millennials, who dislike phone contact and prefer text-based chat platforms like Facebook Messenger or WhatsApp.

By implementing Bitrix24 in their sales operations, lead management processes improved significantly, reducing data duplication and allowing sales supervisors better control over their team’s performance.

Once we established sales funnel stages in Bitrix24, we developed a server to connect Bitrix24 services with email management and remarketing campaigns.

This enables sales representatives to manage the campaigns displayed to users directly and understand, by viewing each lead in Bitrix24, which campaigns are active for them, giving insight into our prior digital communications and interactions.

This has led to a 3% increase in the sales team's conversion rate thus far, with expectations of continued improvement over time as supervisors and sales managers gain more control over results instead of being overwhelmed by chaotic Excel spreadsheets lacking parameters and proper email communication.