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The WDM Blog & Case Studies

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Case Study - The Salon Professional School of Cosmetology

September 19, 20242 min read

salon pros, cosmetology,

THE CHALLENGE

The Salon Pro, a leading cosmetology school in Detroit, faced challenges in expanding its online presence and attracting new students. Despite offering top-tier beauty education, the school struggled to increase brand awareness and generate consistent leads. The existing website was not optimized for conversions, and the marketing efforts lacked a cohesive strategy across digital channels. To address these issues, The Salon Pro needed a comprehensive digital marketing overhaul that would enhance their visibility, engage their target audience, and drive enrollment.

THE STRATEGY

Wise Digital Marketing (WDM) developed a multi-faceted strategy that began with significant updates to The Salon Pro's website, optimizing it for better user experience and lead conversion. Alongside this, a robust paid advertising plan was implemented using Meta and Google Ads, aimed at driving targeted traffic to the site. To engage potential students, new content was created for both paid ads and organic social media posts, including a quiz that helped users determine their beauty career path. This interactive content was designed to encourage engagement and drive users deeper into the enrollment funnel. The paid ads strategy focused on both awareness and conversion goals, ensuring that The Salon Pro reached potential students across various stages of their decision-making process.

THE RESULTS

Within the three months, The Salon Pro experienced a dramatic improvement in their online presence. They saw a 400% boost in lead conversions. The Meta and Google Ads campaigns generated over 2,500 new website visitors and 25% growth from the previous period. Social media engagement also improved, with organic content generating over 25% increase in followers and interactions. The paid ads were highly effective,with an 400% increase in enrollees to the program.

KEY TAKEAWAYS

  • Website Optimization: Updating the website played a crucial role in increasing conversions by offering a smoother user experience and clear calls to action.

  • Targeted Paid Ads: The combined use of Meta and Google Ads allowed The Salon Pro to reach a wider audience while driving high-quality traffic to the site.

  • Engaging Content: Creating strong brand story content and a targeted lead generation quiz not only provided value but also acted as a highly effective lead generation tool, funneling users into the enrollment process.

This strategic overhaul helped The Salon Pro position itself as a premier destination for aspiring beauty professionals, driving both awareness and student enrollment.

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