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

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