Enable College is a Registered Training Organisation located in South Australia that provides Aged Care, Childcare and Business courses. They originally approached Neighbourhood to assist them with lead generation and for assistance with building their funnel for new student sign-ups.
Lead Generation - they were in need of some fresh new leads for their sales staff to work for their upcoming intake
Conversion optimisation - At the time, they had a few leads coming in, though low lead quality and the time needed to qualify these leads were frustrating sales staff
Scalability - The business was unable to grow because they were being limited by old processes
Updated software that could provide structure within which we could place leads
After a significant review of the marketing and sales process, it was clear that the sales staff had absolutely no way to scale. If we brought more leads to the door it would just make the issue worse. After a 2 day workshop, it was clear that the software they were using was inadequate, it meant that every stage of the sales journey was manual. Sales staff were working with unqualified leads and lacked structure in their day-to-day processes.
We conducted buyer persona workshops to truly understand what a perfect customer would look like, their habits and where they live (in the digital world). After we completed this we turned to Google Ads and Facebook to generate the demand, using smart content on landing pages we ensure the newly found leads were qualified and ready to enter the newly created sales process we created.
Once we managed to get our hands on the new qualified lead, it was important to nurture them until they were ready to talk to someone at the campus. We developed a staged approach to this, making sure we covered the Awareness, Consideration and Decision phases. At each of these stages, we help educate the lead, so they knew what they were looking for, and where Enable College could help.
Using a detailed funnel and an automated sales process, we replaced time-intensive processes such as phone calls and manual emails from the staff with quick, efficient automation that could run 24/7.
Before long, we were able to fill the Enable College pipeline with significant numbers of new leads, tracking not just them, but their potential sale price and ROI. Through monthly paid advertising campaigns, we were able to experiment with the types of ads we were creating and fine tune them to be consistently pumping out quality leads.
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