Website visibility is principally very poor, vast keyword searches yield a low and in most cases non-existent Google Page Rank. Although searching ‘the trade academy’ gives a fifth place result, ‘plumbing course’ or ‘plumbing training’ or even ‘plumbing academy’ fails to show any form of meaningful result. This infinitesimal share of voice dictates that a large proportion of the companies target audience therefore remains un-penetrated.
Prominent presence on jobsites provides nearly all their site traffic. Typically The Trade Academy is ranked highly on the aforementioned searches within these sites. However, competition is rife on these sites and high presence dictates high cost, while potential consumers hit several gatekeepers in their search.
Once the enquiry form has been filled by a potential customer, their data becomes invaluable. Direct marketing to consumers who do not sign up to a course immediately, in the form of promotional e-mails, offers personalised contact and builds customer relationships. Beyond the website enquiry form, course sign up is principally offline; nonetheless, this medium remains by far the most successful method of consumer sourcing, unsurprising, especially when you consider their demographic target.