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Digital Transformation, WordPress and Lead Management at Max-Migold

About Max-Migold Ltd

Max-Migold Ltd is a leading facility management consultancy and training company based in Lagos, Nigeria.

The organization provides end-to-end solutions in facility management, training, and consulting services, helping businesses optimize operations, reduce costs, and ensure efficiency.

Brief Summary of My Responsibilities

I lead the development and execution of a comprehensive digital strategy at Max-Migold Ltd, a top facility management consultancy and training company in Nigeria.

The goal is to solve key challenges in lead quality, engagement, and conversion by streamlining digital marketing efforts, enhancing lead management, and centralizing communication with clients.

Initial Analysis

Despite its strong industry presence, Max-Migold faces several challenges:

Fragmented Digital Marketing Strategy: A lack of structured, synchronized campaigns across platforms.

Engagement Gap: Limited interaction with target audiences outside of direct training events.

Inefficient Lead Management: No streamlined system to qualify, segment, and nurture leads.

Recommended Action

To address these challenges, a comprehensive digital strategy was implemented, focusing on three core areas: lead generation, nurturing, and conversion.

1. Marketing Strategy

2. Website Redesign and SEO

Designed and implemented a structured funnel:

Top of Funnel (ToFU): Used free webinars, brochures, and discovery calls to attract leads.

Middle of Funnel (MoFU): Nurtured leads with email series and promoted strategic offers like FMMC training.

Bottom of Funnel (BoFU): Deployed targeted offers, consultations, and short courses to boost conversions.

3. Content Strategy Execution

Developed and executed a content strategy with three core themes:

Rich Content to highlight cost savings and ROI.

Authority Content to position Max-Migold as a thought leader.

Personal Content to humanize the brand and build stronger connections.

Ensured consistent publishing across digital platforms to maximize engagement.

  • Social Media Marketing
  • Email Marketing & Marketing Automation

4. SEO Strategy

Keyword Research

Focus on local keywords

Given the high cost and difficulty of targeting national and international keywords, the current strategy prioritizes local keywords where there are opportunities to rank above competitors. This approach allows Max-Migold to capitalize on existing local search traffic and establish a strong authority within the Nigerian facility management market.

Competitive Edge

By strengthening rankings on local terms, Max-Migold can outshine local competitors and potentially gain visibility internationally by specializing in the Nigerian market.

Long-Term Expansion Potential

As the authority grows, the foundation created with local keywords can support a gradual, cost-effective move toward national and international audiences, allowing organic growth without immediate high expenses.

  • SERP Ranking for Local Keywords

5. Streamlined Lead Engagement

Implemented forms across key landing pages, connected to a centralized lead management system, CRM (Hubspot, Snov)

Automated lead qualification and nurturing with email sequences and instant follow-ups, to improve lead quality and conversion.

6. Improved Cross-Department Collaboration

Introduced a RACI Model to ensure clear accountability and better collaboration between Digital Marketing, Sales, CRM, and Engineering teams.

This model helped streamline tasks such as website optimization, CRM deployment, and funnel execution.

7. Performance driven campaigns

Adopted A/B testing between instant form & website forms

Results

Increased Lead Quality

Implemented instant forms filtered poor leads, ensuring only qualified prospects entered the pipeline.

Improved customer acquisition system to generate 400 leads at $7 cost per sales qualified lead during the first campaign

Higher Engagement

User engagement improved significantly after June 2024, leading to consistently lower bounce rates.

More users stayed engaged from July 2024 onward, likely due to improved content, marketing, or website experience.

Achieved 3x higher engagement rate on LinkedIn, Facebook & Instagram by implementing a quality-content driven strategy

SEO — Visibility on first page of Google for target keywords

The July 2024 drop in bounce rate suggests a major positive change — a new marketing strategy, improved website experience, and targeted promotions.

Recommendation

Continuous Funnel Optimization

Monitor performance metrics across the sales funnel to identify bottlenecks and adjust messaging or strategies accordingly.

A/B test email sequences and landing pages to optimize conversion rates.

Leverage Advanced Segmentation in CRM

Use advanced segmentation techniques in Hubspot/Snov to deliver more personalized email content based on lead behavior, preferences, and demographics.

Invest in Retargeting Campaigns

Implement retargeting ads for individuals who engage with free offers but do not convert to paid services, ensuring continuous touchpoints.

Strengthen Data-Driven Decision Making

Leverage tools like Google Analytics, Hotjar, and Snov analytics to identify trends, optimize campaigns, and make informed decisions.

Regularly review data to improve targeting accuracy and ROI.

Nurture Existing Clients

Introduce surveys to gather feedback and refine service offerings continually.

Conclusion

By aligning content themes, implementing advanced CRM strategies, and fostering cross-department collaboration, Max-Migold has positioned itself as a leader in the facility management industry.

With continued optimization and innovation, the company is poised to sustain and grow its impact in the market.

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