Excellent Content is King

After hundreds of tests, we noticed that investing time in creating excellent content would bring us more qualified leads and position the school as an authority in the region, moving us away from the price competition we were facing at that moment.

Educating people before approaching them was key to the success of our campaigns. The sales development team noticed that people were calling or responding with much more interest than those who came just for a special or limited-time pricing offer. So we started using eBooks and longer landing pages to ensure our potential customers would talk to us when they were more engaged and prepared to enroll in the courses.