MARKETING CASE STUDY

MANGO LANGUAGES

 

For­ward think­ing and concept

sim­pli­fi­ca­tion led to reaching

con­sumers organ­i­cal­ly and

ele­vat­ed revenue.

THE CHALLENGE

“We under­stood the objec­tive was to organ­i­cal­ly attract the edu­ca­tion­al ver­ti­cal to Man­go Lan­guages but indus­tries knew lit­tle on how seman­tic search evolved search strate­gies and mea­sure­ment… A com­plete­ly trans­par­ent and com­pre­hen­sive report­ing strat­e­gy mit­i­gat­ed the exper­i­men­tal perception.”

– Edward Lagodzinski CEO of EM360

To design an organ­ic con­tent focused cam­paign tar­get­ing libraries, high­er edu­ca­tion­al insti­tu­tions and K-12 schools shar­ing a com­mon intent to research and pur­chase online lan­guage and cul­tur­al learn­ing resources to uti­lize internally.

MARKETING STRATEGY

Our strate­gists mapped out how the lan­guage learn­ing soft­ware deci­sion mak­ing process dif­fer­en­ti­at­ed from B2B to B2C. Specif­i­cal­ly not­ing how both the con­text and intent of search queries per­formed by these con­sumer cat­e­gories var­ied. Apply­ing this method­ol­o­gy in con­junc­tion with key­word data we were able to con­clude that a librar­i­an or pro­fes­sor could search for “lan­guage soft­ware” or a soft­ware to learn a “spe­cif­ic lan­guage” or even lan­guage soft­ware for “libraries” or “schools”. Fur­ther­more, we dis­cov­ered how lit­tle search vol­ume was sourced from non-lan­guage type spe­cif­ic variants.Understanding that both B2C and B2B con­sumers search for lan­guage soft­ware sim­i­lar­ly, the query focus broad­ened. Hence, our strat­e­gy improved traf­fic for all 71 lan­guage pro­grams includ­ing their busi­ness, gov­ern­ment, and home learn­ing pro­grams. In order to mea­sure suc­cess on how our efforts were impact­ing their prime objec­tive [edu­ca­tion­al busi­ness] EM360 imple­ment­ed seg­ment­ed ana­lyt­ics report­ing; allow­ing the client to track how well organ­ic traf­fic was increas­ing to each land­ing page.

“With innovative thinking , EM360 improved un-

branded SEO ranking and drove traffic. Mango

Languages also gained some surprising and

valuable insights about that traffic”

– Steve Gravel, Web Marketing Manager – Mango Languages

Gre organic Traffic
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