Conveniently located in various heartland areas in Singapore, Little Footprints Preschool provides high-quality yet affordable childcare and early learning programmes such as Infant Care, Early Years and Preschool programmes for children aged 2 months to 6 years.
Little Footprints Preschool hosts an Open House event every quarter as a way for parents to learn more about the school's curriculum and tour the facility.
Multi-Channel Marketing - How we managed to exceed the client’s expected number of leads using only 75% of the given timeframe
How we did it
1. Set up of conversion tracking
For accurate tracking of the leads on their website, we added quality conversion tracking events such as form submissions and phone calls to boost the campaign's effectiveness.
2. A/B testing on Facebook Marketing
Conducted A/B testing by delivering our ads to various groups of audiences, ranging from generic interest targeting to lookalike audiences. We also wrote and tested adcopies of different angles to identify the angle that generated the most conversions.
3. Crafting effective and relevant campaigns on Google Ads
Through in-depth research and planning, we constructed highly relevant campaigns and keywords on Google which led to the greater exposure of Little Footprints Preschool to potential parents.
4. Using tailored solutions to meet our client’s needs
Location targeting was set up upon recognising the positive impacts, bringing us over 600 leads alone.
It’s a success!
Through the above implementations, we improve the campaign performance by utilising the media budget effectively to help our client generate the maximum amount of leads at the lowest cost possible. Ultimately, we exceeded our client’s expectations by achieving our KPI of 2,540 qualified leads in just 9 months instead of 12 months.
With the detailed insight of a real-time reporting dashboard we provided to them, they can have a fully transparent performance insight of the different channels and understand the overall effectiveness of the campaigns.
SEO Issues Identified:
- Brand new website design (needing to get out of the ‘Google Sandbox’).
- Target keywords not ranking well or not ranking on Google Search Results.
- Multiple technical and accessibility issues identified that affect a website’s health in Google’s eyes.
SEO Campaign Focus: Generate Traffic momentum for newly designed website & Improve Keyword Rankings for target keyword themes
Strategies Adopted:
Content SEO Strategy
Google rewards useful and helpful content for users. With this in mind, we embarked on optimizing the content on Little Footprints Preschool's important pages such as curriculum, programmes, about us, location centre pages, contact us page and the homepage.
Blogging strategies such as content pillars were also utilized to build topical authority and trustworthiness in Google's eyes. Blog articles were posted and optimized for related topics such as:
- Infant Care
- Childcare & Preschool
- Education
- Parenting
- Centre Activities
- Others
Consistent posting and writing that provides value leads to positive SEO improvements in both organic traffic and keyword rankings. Engaging and informative content fosters a loyal audience, enhances user experience, and encourages backlinks from reputable sources, further boosting your site's authority and visibility in search engine results.
Technical SEO Optimizations & Fixes Implemented
- Resolve indexation and crawling errors
- Identify and resolve 404 broken links
- Identify and resolve redirect chains
- Ensure proper URL canonicalization
- Optimize robots.txt file
- Optimize XML sitemap(s)
- Optimize page loading speed
- Optimize Core Web Vitals (FCP, FID, LCP, CLS)
- Image audit: image size compression & image format optimization
- Ensure pages are mobile friendly
- W3C validation
- PageSpeed Loading Optimization
Compounded organic traffic increase with VISIBILITI SEO Campaigns: Achieving +36.51% and +31.29% Year On Year
Over 2 years of consistent SEO campaigns and optimizations, all agreed client KPIs were achieved and exceeded thanks to close co-operation and partnership between Little Footprints Preschool & VISIBILITI.
Organic Traffic Growth:
Campaign 1 (2022 to 2023): 36.51% increase vs Before VISIBILITI Campaigns
Campaign 2 (2023 to 2024): an Additional 31.29% increase vs Campaign 1
Organic Keyword Rankings:
- 15 out of 20 keywords are ranking in the Top 20 search results on Page 1 and 2 of Google (75% of keywords)
- 17 out of 20 keywords are ranking in the Top 30 search results on Page 1 to 3 of Google (85% of keywords)
- 19 out of 20 keywords are ranking in the Top 50 search results on Page 1 to 5 of Google (95% of keywords)
- 20 out of 20 keywords are ranking in the Top 100 search results on Page 1 to 10 of Google (100% of keywords)
Consistent SEO strategies & improvements can grow your online presence and lead to long-term gains
Talk to us to learn more about how Multi-Channel Marketing and SEO can help your business.