Client: Tek Kompetens
Services: Social Media Marketing
Campaign Date: 2018 (Ongoing)
TEK Kompetens is Halland’s largest skills development company with 10,000 members spread over 400 employers. They carry out over 400 skills development activities each year.
Tek Kompetens is a non profit organisation that aims to provide better quality education for the local community by giving back over 14.5 million kronor to secondary schools.
Tek Kompetens are in a phase of digitalising the brand. They are moving away from traditional sales techniques to a more modern approach to sales and marketing.
During this transition, they realised the lack of brand awareness the brand has within their target area. They wanted to address this with a marketing approach that is innovative and unique to their industry.
The main way for customers to contact them and purchase courses, is through their website, therefore they realised they needed to raise their website traffic.
However, as a non profit, Tek Kompetens did not want to pay for advertising campaigns as they saw it as potential money that could go to local schools.
With the challenge of increasing Tek Kompetens website traffic organically, we first looked at their current and previous sales and marketing techniques as well as their current website traffic statistics, who they were and where it was coming from.
We then created their buyer persona’s based on their current customer information and then developed a marketing strategy.
To grow their brand awareness organically over a short period of time, we decided that content marketing was the key. But not to create ‘salesy’ content, but only valuable content for their target audience. The key was to create free educational content for their target audience to start to learn and develop their skills, which would then entice them to become members and pay for their courses.
To do this, we developed the Tek blog, which acts as a central hub for education for their members and potential customers. This blog is SEO optimized so their website ranks higher in Google, which results to higher organic traffic.
However, we knew that the SEO optimization would not result in instant traffic growth. SEO is a long term strategy so we needed another way to organically drive traffic to the blog for the short term. That is where social media comes into play.
Tek is a B2B company that did not utilise LinkedIn, the worlds largest B2B platform, and a place where most of their potential customers are active.
In line with the blog, we created a fresh LinkedIn profile for Tek and a content strategy for LinkedIn which aimed to provide valuable and shareable content which has two goals. One, to entice readers to share the content to their friends. And two, to drive traffic from LinkedIn to Tek Kompetens blog.
The result? Within 3 months, Tek Kompetens website traffic grew from 200 monthly visitors, to roughly 10,000 monthly visitors and growing. All organically.