Life Saving Training provides first aid and health and safety training courses across the North of England. The company was founded by a team of practitioners who decided to offer an alternative to the dry and often un-engaging first aid courses most delegates experience. Life Saving Training courses are designed to give delegates hands-on experience with every step of the first aid process and make sure they leave with the skills they need to handle a real-life emergency. Their courses are open to teams as well as individuals.
We were contracted through Sunderland Software City’s ERDF programme to create a marketing strategy that would help the company increase market share in the North East of England and eventually generate interest further afield.
Through our meeting with the company’s co-founder and our own competitor and market research, MMC quickly realised that Life Saving Training were offering a more engaging and personal service than the market leaders. Rather than simply serving as a box-ticking exercise, Life Saving Training’s courses teach delegates the principles of first aid and give them a full day of hands-on experience. However, the company needed to start building brand awareness to compete with the entrenched market leaders.
We therefore based our marketing strategy around approaches that could deliver significant results without too much investment. This came in the form of a marketing strategy that focussed on improving the company’s approach to digital marketing. We explained how First Aid Training could convert more customers through their website through improving the copy and design of the Life Saving Training home page, as well as how they could showcase some of the excellent testimonials the company had already received to demonstrate social proof. We provided examples and explained best practice with our marketing strategy so the team could implement the changes in-house. We also described how the company could improve its ranking in the Google search results by improving their site’s SEO. We researched which keywords they should optimise their site around, as well as identified opportunities for content marketing that would help bring potential customers to their site. Our recommendations also covered social media tactics, pay-per-click advertising opportunities, and email marketing.
A three-month action plan was also provided to the Life Saving Training team so they could easily roll out our recommendations.
Life Saving Training is currently implementing our recommendations and after 2 months can report a web traffic uplift of 20% and more engagement on social media due to having a strong plan in place.