Case Study: Transforming METX360’s Digital Presence
METX360 is a premier immigration and overseas education consultancy based in Kochi, Kerala, India. Specializing in seamless immigration assistance, top-tier study abroad programs, hassle-free visa services, and comprehensive post-visa support, METX360 empowers individuals to achieve their global ambitions.
The Objective
METX360 sought to achieve the following goals through strategic digital marketing:
- Increase Brand Awareness and Engagement
- Target Specific Geographies, Jobs, and Courses
- Generate Qualified Leads
1. Increase Brand Awareness and Engagement
Challenges:
High Competition: The market is saturated with consultancies offering similar services, making it difficult to stand out.
Low Trust: Fraudulent players in the industry have eroded credibility, making it harder for genuine consultants to gain trust.
Low Engagement: The target audience (students, parents, professionals) often remains passive toward digital content.
Strategies Implemented:
Social media campaigns: shared success stories, client testimonials, and educational content to build trust and engagement.
Search & Display Ads: Created eye-catching banners with compelling visuals and messaging, targeting high-intent keywords.
Content Marketing: Developed explainer videos, client testimonials, and virtual campus tours to provide value and foster engagement.
Results:
Increased Social Media Followers: Significant growth in followers across platforms.
Higher Engagement Rates: improved likes, shares, comments, and overall interaction with posts.
Boosted Website Traffic: A noticeable increase in traffic from social media referrals.
Enhanced brand recall: improved visibility and recognition among the target audience.
2. Target Specific Geographies, Jobs, and Courses
Challenges:
Regional preferences: Different regions have varying preferences for destinations and courses.
Language Barriers: Content needed to be localized to resonate with native-speaking audiences.
Hyper-local competition: competing with local consultancies with strong regional networks.
Strategies Implemented:
Geo-Targeted Ads: Ran campaigns focusing on specific cities and states to reach the right audience.
Localized Content: Created content in regional languages (e.g., Malayalam, Punjabi) to connect with local audiences.
Strategic Partnerships: collaborated with local influencers to build trust and expand regional reach.
Results:
Higher Engagement in Targeted Regions: Increased interaction and conversions in specific geographies.
Positive Audience Feedback: Strong resonance with regional audiences and influencers.
Increased Website Traffic: A surge in visits from targeted locations.
3. Generate Qualified Leads
Challenges:
Financial Barriers: A significant portion of the target audience faces financial constraints, leading to unqualified leads.
High Cost per Lead: Competing for keywords like “study abroad consultants” is expensive.
Long Decision-Making Process: Customers often take time to decide, resulting in drop-offs.
Strategies Implemented:
Precision Targeting: Used granular targeting (age, location, interests, behavior) to reach the most relevant audience.
Retargeting Campaigns: Re-engaged visitors who didn’t convert initially, optimizing conversion pathways.
Creative Optimization: Developed compelling visuals and copy with clear CTAs, strategically optimizing bidding.
A/B Testing: Conducted rigorous testing of creatives, forms, and CTAs to identify the most effective strategies.
Results:
Increase in Qualified Leads: A significant rise in high-quality leads.
Reduced Cost per Lead (CPL): Improved efficiency in lead generation.
Higher Conversion Rates: Better lead-to-conversion ratios due to optimized campaigns.
Improved ROI: increased revenue and return on ad spend (ROAS).
Out-of-home advertising:
Alongside our digital expertise, we are also specialized in traditional marketing channels, such as out-of-home advertising (hoardings/billboards), and print materials like flyers, brochures, and large posters.
We designed visually striking hoardings that highlighted the unique selling points of METX360 and strategically placed in key areas around the city, including major intersections, high-traffic roads, and prime locations near business districts and residential areas.
As a result, increased brand awareness, a notable surge in inquiries from the strategically placed locations, and a significant rise in website traffic originating from those areas. By implementing an integrated marketing approach, we successfully elevated METX360’s brand presence and could prove the effectiveness of combining strategic out-of-home advertising with digital efforts.
Instagram Reel Performance: A Viral Success Story
Campaign Overview: On February 7th, METX360 posted an Instagram reel highlighting job opportunities for drivers in Croatia. The 44-second video, scripted in Malayalam, targeted Malayali audiences seeking international employment.
Key Metrics:
- Total Views: 795,089
- Engagement:
Likes: 22,000
Comments: 65
Shares: 42,000
Saves: 7,100 - Audience Breakdown:
Followers: 1.4% of total views
Non-followers: 98.6% of total views
Analysis:
Viral Reach: The reel’s reach extended far beyond METX360’s existing follower base, with 98.6% of viewers being non-followers.
High Engagement: The reel’s shareability (42K shares) and saves (7.1K) indicate its perceived value and relevance.
Follower Growth: The reel attracted 10,736 new followers in just one day.
Success Factors:
Relevance: The topic of job opportunities in Croatia resonated strongly with the target audience.
Localized Approach: Scripting the reel in Malayalam ensured it connected with the intended audience.
Engaging Format: The short, visually appealing, and informative format aligned with Instagram’s preferences.
Shareability: High share counts contributed to organic virality and expanded reach.
Instagram viral video link :
Conclusion
Digital marketing strategies implemented for METX360 successfully addressed key challenges, driving significant improvements in brand awareness, lead generation, and regional targeting. The viral success of the Instagram reel further demonstrated the power of localized, engaging content in achieving organic growth and expanding audience reach.
By leveraging data-driven strategies, creative optimization, and targeted campaigns, METX360 has positioned itself as a trusted leader in the immigration and overseas education consultancy space, ready to help individuals achieve their global dreams.