From authority to acquisition
- Organic Authority & Growth Engine
- Search Optimization
- Qualified Lead Generation
A leading Indian management education institution, Welingkar Online (WeSchool) was facing stiff competition from other established universities; it was losing out on high-intent candidates for its hybrid PGDM and distance learning programs. The online education category is one of the most competitive categories in India when it comes to SEO and AIO. The institution was suffering from challenges throughout the customer journey:
Our audit revealed that the brand was suffering due to the ‘generic trap’. It was focusing its marketing around broad ‘MBA’ terms. This meant extremely high competition, low intent for enrolment to a hybrid program, and a space highly saturated by aggregators.
We charted a ‘Dominance Play’ strategy to own every long-tail variation and engage every intent surrounding the hybrid PGDM ecosystem. Additionally, we tapped into specialization intent and branded searches around Welingkar Online.
“The truth lies in plain sight. Only after someone has spent a significant amount of time and research identifying it. The client had a challenge that demanded a razor-sharp strategy to transform it into an opportunity. We spent an enormous amount of time to arrive at a precious insight – the psychology and needs of candidates searching for MBA programs and those looking for hybrid PDGM are vastly unique. We validated our learnings in the real environment, interacting with students who had opted for the client’s Hybrid PGDM. This gave birth to our paradigm shift strategy and served as the vision at every step of execution.”
Search optimization and organic lead generation evolved from a technical checklist into a compounding business asset for the client. The program established indisputable category leadership in Hybrid PGDM – creating a sustainable, permanent student acquisition and admissions engine. It drove:
