Phoenix Health & Safety

Healthy leads, healthy profits

A lesson in driving online performance


  • Marketing Strategy
  • Brand Strategy
  • Data Insight & Analytics
  • Paid Social
  • PPC & Display
  • Games & Interactives

Read time

10 Minutes

From the launch of their business in 2005, Phoenix Health and Safety have built a reputation as one of the leading providers of health and safety training in the UK and overseas. Differentiated by their customer first ethos and vision to put students in control of their learning, the business has grown year on year and earned a reputation as market leaders.

Phoenix Health and Safety partnered with BBI in 2015 to deliver an integrated search marketing campaign that would help them achieve their growth targets. As our relationship has developed, we have enhanced their online presence with an expansion into behavioural advertising and a redeveloped website that has contributed to year on year sales increases above 20%.

01. Objectives

The marketing challenge

At the start of our relationship with Phoenix Health and Safety their website’s organic visibility was limited due to previous activity and their paid search campaigns were inefficient with the effect of making digitally acquired leads significantly more expensive.

With aggressive growth targets to meet, and a market that was growing increasingly competitive, BBI were set the challenge of doubling online sales over a three-year project while reducing the average cost per lead. Achieving this required a fully integrated approach that would strengthen Phoenix Health and Safety’s reputation nationally, competing against other established national providers and local firms.

02. Insights

Uncovering insights through Customerology

Getting under the skin of the audience is the fundamental step in our Customerology methodology. We combine multiple sources of data with analysis of behavioural motivations and triggers to direct content and channel strategies.

Phoenix Health and Safety already had a well-established and up to date customer database which allowed us to connect sales information to website traffic via their analytics solution. This provided the foundation for us to be able to build clear customer personas and match them against online behavioural data to develop our overarching digital marketing strategy.

Customerology uses a combination of analytical data and customer information to answer the question of why an event occurred rather than simply describing what happened. Through this rich information, we can build more targeted strategies and develop a clear picture of a sales process through the eyes of a prospective customer.

Our detailed review of customer data allowed BBI’s marketing team to create a bespoke audience-based approach to promoting Phoenix Health and Safety’s training courses that flowed from the website content through to ad copy and bidding strategies.

At the heart of our approach were the following groups:

  1. 01

    Career Driven Individuals – direct consumers keen to drive progress in their career through gaining industry recognised IOSH management qualifications.

  2. 02

    Compliance Focused Business Customers – human resource management staff in businesses required to have NEBOSH expertise for improving workplace safety.

  3. 03

    Audience Interests – the needs of these two audiences are aligned, but we recognised distinctions in the buying process and the need to create a content strategy and marketing funnel that appealed to both while reflecting the differing motivations between these groups.

    For both audiences, price was a key consideration, particularly as the industry has become more commoditised.  Training quality and accreditation of the training provider was an essential factor and all audiences would refer to course and training provider reviews during the buying process.

    The career driven individual had a higher preference for supported learning and in person courses where they could maximise the value of the course. By comparison in an organisation where peer knowledge was available, there was a greater preference for e-learning solutions which could be deployed to a larger group more efficiently.

  4. 04

    Audience Informed Approach – Recognising the divergent needs of these two groups was essential to tailoring campaign materials, media planning and creative on the website to reach them with their key buying triggers was fundamental to our success.

03. Solution

A multi-channel digital strategy using distinct audience targeting and the development of a new content driven website

Developing a new conversion model for the Phoenix Website

Website analytics data revealed a confusing and difficult user journey from site-entry to purchase.  Landing pages offered multiple options and lacked signposts to Phoenix Health and Safety’s unique selling points and expertise.  Users were forced to complete multiple steps around course type, venue, and delivery methods rather than having a clear path from entry to purchase.

This complex user journey coupled with a dated look and feel meant that the site suffered from a lower than desirable conversion rate.

Our web team refreshed the Phoenix branding, revamped the course buying process to simplify and streamline it while also providing up to date course availability information.  With build in flexibility for multivariate testing of landing pages, the new website offered a step forward in terms of both conversion rates and user satisfaction.

Expansion from Search into Targeted Social Media Ads

Reducing Phoenix Health and Safety’s reliance on expensive paid search advertising in the competitive training market was paramount to driving a lower cost per lead.  Our understanding of their key audiences allowed us to build bespoke advertising campaigns that spread across key social media platforms and incorporated both direct response and nurturing models.

Recognising the behavioural motivations of the core audiences around self-development and compliance enabled us to promote impactful messages that drove highly engaged traffic to the website and allowed us to build a comprehensive remarketing pool to create a more efficient foundation for ongoing search marketing activity where adverts could be more easily targeted to audiences from analysing their previous on-site behaviour.

Increased Email Marketing to nurture prospects

Phoenix’ extensive customer database was segmented along the same lines as our core audience definitions.  This gave us great flexibility in how we could nurture past customers for renewal and promote new courses and further advancement in their skills.

Using a consistent design language with the new website and supporting the key sales messages with invitations to engage with tailored thought leading content meant that we could add value from existing customers while also pushing new customers into the funnel.

Renewal of organic search visibility through clearly defined content and technical excellence

Search engines have the goal of providing their users with the best answer to a query based on the expertise, authority and trust shown by websites.

Phoenix’ website had poor organic visibility due to extensive duplication of content across multiple course types and a confusing structure.  As part of the site build, our technical team simplified the site structure while our content specialists leveraged competitor gap analysis to build a prioritised content plan that was designed to demonstrate a great depth of information that enhanced visibility through inclusion in Google rich search snippets.

ROI Driven, Audience targeting Paid Search Activity

Phoenix Health and Safety had an established paid search account, but this was inefficient and inaccurately targeted. Our specialists rebuilt the campaigns from the ground up, incorporating clear audience targeting and renewing all advertising based on our analysis of key triggers for prospective customers of the different products within Phoenix’s course portfolio.

This coupled with the use of advanced remarketing audiences allowed much efficient delivery of spend and contributed to an overall improvement in our primary KPI of return on ad spend.

04. Results

Efficient delivery of new business growth

Reducing the reliance on paid search

Our primary challenge of reducing the client’s reliance on paid search in an inflationary market was successfully achieved. Between 2017 and 2020, BBI’s strategy delivered a 16% increase in channel revenue at a consistent marketing spend while also reducing share of traffic from 58% to 38%.

Share of traffic from Key Channels

Increasing customer value and conversions

The new website architecture and user experience were a fundamental part of our success.  Through improvements in all areas of the purchase journey, we drove major improvements in conversion rates from all sources.

Clearly understanding the sales drivers for each audience meant that over the course of our activity we were able to better match customers with their requirements and drive increased value from every click through to the website. Phoenix saw a 26% improvement in all visitor conversion rates following the launch of the new website.

  • 61 %

    increase in the revenue per visitor from paid search

  • 16 %

    increase in total channel revenue in the first year

  • 26 %

    improvement in all visitor conversion rates

Accelerating organic growth

Our audience targeted content strategy served to enrich the website and grow appeal throughout the buying journey. Phoenix saw a 56% increase in revenue from organic search coupled with a 97% increase in channel traffic over 2 years as a direct result of our activity.

Organic Search Performance

Successful audience nurturing

Our approach to customer nurturing through a combination of remarketing and email triggers delivered a step change in the performance of the website overall. Phoenix benefited from a 31% increase in transaction volume from returning visitors coupled with a greater share of profitable distance learning courses being sold.

We wanted to maximise our return on investment but needed help doing it. We approached the team at Big Brand Ideas, and they helped us to develop a clear and highly targeted strategy that delivered extremely impressive results.

Nick Higginson

Managing Director

Find out more about our unique approach to driving true performance