Harbinger Group
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Online marketing & SEO of an eLearning product

Transcript

Company acquired strategic market position with a unique and differentiated product and a newly educated customer base

Situation

  • E-Learning course authoring being done through Flash programming
  • Powerful interactivity building and course authoring product in eLearning

  
 

Challenge

  • Where and how could the company reach the target audience for an interactivity builder?
  • How to educate target market about benefits of interactivity building along with course authoring as a paradigm?
  • Which products and websites are complementary and who are the potential partners?

Harbinger Solution

  • Market research and analysis of eLearning information websites for targeting
  • Content improvements with SEO-friendly file names, folder structures, and URL encoding
  • Website submission to search engines and directories
  • Google AdWords and website ad placements to drive targeted traffic with strong intent to purchase
  • Direct targeting using email campaigns and conference attendances for effective audience targeting
  • Management of article websites and blog submissions
Technologies & Tools
  • Google Analytics, Google Webmaster Tools
  • Search engine optimization, titles and meta tags optimization
  • eLearning directories research and submissions
  • Conferences, competition and market research for lead generation
  • Email campaigns and newsletters management for direct marketing
  • Alexa ranking, Google page rank, inbound links research

Benefits

  • Alexa ranking up from 1+ million in Jan '08 to around 100,000 in Jan '09
  • Website on top three search pages for most of the desired keywords
  • Effective competition and market understanding, leading to increased foot traffic in conference booths