Introduction to the Problem
USA Student Tour is a student travel company that prides itself on unbeatable customer service and a high quality product (student tours) that fosters intense customer loyalty. As such, the company relied heavily on repeat business for many years. After 25 years in business, though, USA Student Tour needed to up the ante on generating more new leads—all the while nurturing their relationship with those repeat customers who are their biggest fans.
The Solution
Acogent rolled out the Inbound Marketing red carpet.
Attract
We redesigned the USA Student Tour website to give it a modern look and feel and set up a company blog. Then, we created a Content Marketing Roadmap to give purpose and direction to content creation.
We executed on the creation of a variety of content assets, including blog articles, tour reviews, and a series of infographics. We also regularly consult a designated USA Student Tour employee on social media strategy.
Convert
We enhanced user experience on the website by creating calls-to-action from calendar page and within every detailed tour description, decluttering the menu and rebuilding the pages for conversion optimization. We also created landing pages to build USA Student Tour’s email list and send leads into the sales funnel.
Close
With marketing automation, every website lead is scored and this information is provided to USA Student Tour’s sales team so that sales calls are more personalized and effective. We also wrote and put into place a series of emails that follow up with website leads in order to move them to a sale.
Delight
To support existing and repeat customers and encourage them to become promoters of the USA Student Tour brand, we created an email marketing campaign to keep them informed of new and useful content available from USA Student Tour. Social media strategy and consulting also play a role in USA Student Tour’s relationship with these customers.