About the client: RBA International, a prominent e-learning provider, specialises in offering professional banking certifications. Traditionally focused on B2B sales, they catered primarily to banks seeking to certify their employees.
Problem: RBA International’s business model was heavily reliant on direct sales to organisations. The challenge was to pivot part of their focus towards individual retail bankers to grow the B2C segment of their business. They needed to make their certifications appealing and accessible to individual professionals, not just institutions.
Key outcomes
- Boosted B2C sales by over 35% within the first year
- Increased lead conversion rates by 28% through targeted paid advertising campaigns
- Grew social media followings by over 150%, significantly enhancing online engagement
- Enhanced brand recognition within the global retail banking community
Solution: Yay!Starter crafted a comprehensive B2C marketing strategy that utilised a mix of Google and social media advertising, content marketing, and email automation to reach individual banking professionals. The strategy included the creation of a membership body, providing a compelling reason for retail bankers to enroll individually. The website was also restructured to improve the user journey and incorporate new payment options like installment plans, making courses more accessible without significant technological investments.