W.Training
PROJECT
Web Marketing Strategy Italia
CLIENT
W.Training srl
WHAT WE DID
Analysis, Study and Design of a web marketing strategy for the Italian market
YEAR
2021
W.Training Srl is a training and services company that aims to create development opportunities and projects for companies and people, contributing to the growth of people and organizations by promoting a culture of change and market orientation through training, consulting and accompaniment activities, including accessing public funds.
W.Training Srl asked Ventisette Digital to study and analyze the Italian digital market to identify the ideal conversion micro-funnel in the short term (interest – lead – conversion) with respect to the sale of its services related to funded training. In fact, the objective of the strategy is to obtain as many qualified contacts as possible in the short term, thus eliminating a whole series of intermediate commercial steps and maximizing the invested budget.
In summary: fewer contacts, but great quality.
Scenario analysis
Following the brief received, the Agency began an extensive qualitative-quantitative study of the Client’s business, market, target audience and objectives, thus arriving at a definition of the Scenario in which the Client moves on a daily basis and the relevant key KPIs to design an ideal acquisition funnel over the short term.
As a result of the analysis, Ventisette Digital presented a media plan consistent with W.Training’s desired objectives and positioning, providing a preformant spending perspective with respect to the identified channels.
INITIAL SETTING GOOGLE AND LINKEDIN ADS CAMPAIGNS
Once the available budget was defined, Google Search and Retargeting Ads ITA market and LinkedIn Ads (interest – lead – conversion campaigns) were identified as better performing channels for the Client than the proposed ones, as they are more suitable for obtaining potential leads in line with the Client’s wishes in the short term.
GOOGLE ADS
On the Google platform, of which the agency has been a partner since 2014, the best search keys in terms of quality/price to target were identified, those instead to be excluded so as to avoid wasting budget and the best performing seasonals to optimize the potential available.
Text and display ads were then designed and implemented to show W.Training’s buyer personas the message most in line with what they searched for online according to the trends analyzed in the Scenario Analysis phase.
LINKEDIN ADS
On LinkedIn, on the other hand, the Agency chose the type of campaigns most suitable to achieve the Client’s objectives in the short term within a conversion micro-funnel of a few months: interest – lead – conversion.
Also in this case, text and display ads were designed and implemented to show W.Training’s buyer personas the message most in line with what they were looking for online according to the trends analyzed in the Scenario Analysis phase.
LANDING PAGE
Finally, ad hoc landing pages were designed and implemented to create, with respect to users clicking on W.Training ads, the ideal environment for them to find the right answers to the search intent from which they started on Google or LinkedIn (consequently also increasing the Google Quality Score of the campaigns), so as to further raise the likelihood of obtaining the lead with respect to those who “land” on the pages created.
