An efficient team structure improved the cycle of iteration, hitting the conversion target four months running

Kizuki Inc. (head office: Shibuya, Tokyo) provides learning and employment support for people facing various difficulties, including school refusal and social withdrawal, depression and developmental disorders. Having expanded through an acquisition in autumn 2020, the company began work with NowVillage to build an effective structure for running digital marketing.

We asked Mr Hayashida, executive officer in the marketing division, about the work and what they expect from NowVillage.

Too few specialist staff, and a real problem with the improvement cycle

What prompted you to approach us?

Before talking with NowVillage we were already doing three things in web marketing: SEO articles, search advertising and YouTube. But as the business grew, we needed to strengthen acquisition through web marketing.

For SEO articles, for example, we had been taught by an author of a web writing textbook and occasionally took advice from an outside consultant, and at the level of individual articles many ranked well and converted. But on how to think about the whole picture, what we should really be measuring, how to increase conversions, what to do with articles that rank or convert poorly, we lacked enough knowledge, and substantive, concrete discussion was hard to get going. Search advertising and YouTube were much the same.

Then in November 2020 an acquisition added a division, the company grew larger still, and we began to feel the limits of running all this web marketing work with a few people internally plus occasional consulting. We had no sense of how to allocate resource properly either. As a company we had not standardised how to run the improvement cycle on web marketing.

We approached NowVillage in January 2021. It was exactly a year after starting YouTube, video updates had stalled, and we wanted to rebuild the whole thing including the other problems.

Why did you choose NowVillage?

One reason is that Mr Imamura and our president Yasuda had known each other for some time. That said, we were considering several other firms. But the others, while offering various opinions during the discussion, were somehow not forceful, and often asked what do you think. I remember worrying that we need consulting precisely because we do not know the answer.
NowVillage, by contrast, set out concrete hypotheses and numbers from the data and pushed, saying let us try it. I felt an attacking stance, and because you gave us plenty of material for the decision it was easier to discuss internally and weigh the cost. That was decisive.

Advertising: cost per acquisition down as much as 40%

What have you worked on since consulting began in February 2021?

We set a strategy with the overall goal of increasing enquiries, and are working on SEO articles, landing pages and search advertising.

For SEO articles you showed us everything from keyword selection to how to proceed concretely, and we first asked you to write about seven articles. For the landing page those articles lead to, which doubles as the advertising landing page, you taught us the know-how as you built it: how to use it, how to present things. Our previous landing page was just the top page with some wording changed, so it sat in an in-between position. Having it built properly means we now have a structure internally for thinking about what a landing page is for and what it achieves.

For search advertising, alongside the landing page we aimed at efficient management. Making clear what we should do internally and what to leave to NowVillage, and setting up to act at the right moment, has made the collaboration work. Beyond the improvement in conversion rate, we are pleased that cost per acquisition is down as much as 40%.

You also proposed how to use the website for Kizuki Kagaku, the private-tutor business that came with the acquisition. After several discussions we concluded SEO was most effective, and deciding the site’s position and strategy together is, I think, one of the results.

An efficient structure, so we can put 100% into our own tasks

Where do you feel the collaboration is working?

The scheme for drawing out the problems works well.

In search advertising, for instance, to raise the quality score that had been a problem, we improved the ad copy and the landing page, and impressions and impression share rose. Separating the tasks between the two companies also means we can put 100% of our effort into what is ours to do, and we work very efficiently. I think this improvement cycle is excellent, enough to say honestly that if this does not work, nothing will.

Overall, we started the various measures in June 2021 and have hit the conversion KPI four months running. We used to feel our way through things we had no specialist knowledge of; being able to leave budget allocation and day-to-day tuning to professionals is a great help. Working together with that division of labour, and seeing the effect, I feel a team atmosphere has grown between the two companies.

Is there anything from the work so far that stayed with you?

On the Kagaku site, there was a time when a particular SEO figure fell sharply from the previous month. We had to find the reason before the next day’s meeting, and when I asked in a panic you dealt with it at once. Despite the sudden request, having it investigated the same day was a real help.

Becoming a team that pursues results together

What do you think characterises us, and what do you expect from us next?

A craftsman’s temperament, in the good sense. You have knowledge to the point of being obsessive, take a deep interest in us, and pursue results together; as a partner that is something to be grateful for.

I think what matters now is keeping what works and getting ahead of problems, so I also expect help with drawing out problems day to day and building the structure for that.

Which companies would you recommend our services to?

Rather than companies wanting to hand everything over to cut internal workload, I would recommend you to companies that want to work with their own hands too and have a view on how they want things done. A company with a culture of forming a team, sharing the problems and always looking for the answer together can, I think, build the same kind of committed partnership.

---

Kizuki Inc.
・HP：https://kizuki-corp.com/
What we do
　Kizuki Kyoiku Juku
　Kizuki Business College
　Kizuki Kagaku

---