More leads, bigger companies: AMU Danmark's journey towards a nationwide Full Service Solution

With a new digital strategy and targeted marketing efforts, AMU Danmark has experienced significant growth in both the number of leads and interest from larger companies. Through SEO, Google Ads, social media advertising, and an optimized website, the organization's visibility and foundation for future growth have been strengthened—an effort that now supports the nationwide rollout of the Full Service concept.

From strategy to visible results

AMU Danmark faced a significant challenge: strengthening its digital presence and making it easier for businesses to discover and engage with its continuing education offerings. A comprehensive marketing effort was needed—from a new visual identity and website to a targeted strategy for SEO, Google Ads, and social media advertising.

In collaboration with MCB, a data-driven approach was developed to continuously optimize visibility, generate relevant inquiries, and attract larger companies. A structured effort with content marketing and infographics makes complex messages more accessible, while ongoing tracking and performance optimization ensure the marketing budget is used efficiently.

Data and digital optimization strengthen the Full Service Concept

To ensure a more data-driven approach to marketing and business development, AMU Danmark actively works with tracking, dashboards, and performance measurement. A key challenge has been gaining better insight into which initiatives deliver the best results - both in terms of visibility and lead generation. By optimizing the data infrastructure, decision-making becomes more fact-based rather than relying on gut feeling.

One of the most important initiatives is a sharper lead filtering process. With a significant increase in website inquiries, identifying the most valuable prospects is crucial. A new segmentation strategy ensures that private inquiries are quickly directed to eVejledning, while businesses receive targeted guidance on the Full Service solution. This allows resources to be focused on the right customers while increasing efficiency in the sales process.

At the same time, AMU Danmark has intensified its work with technical tracking and data analysis. By mapping the user journey more precisely, they gain a better understanding of how businesses interact with their content - from the first website visit to the final contact. This not only strengthens decision-making but also enables tailored communication that meets the needs of businesses.

Together with MCB, the development of digital solutions continues, enhancing both marketing efforts and the Full Service concept. With ongoing optimization of the website, content strategy, and advertising, more relevant businesses are discovering the potential of Full Service - ensuring that AMU Danmark maintains its strong market position.

Citat-ikon-hvid

The collaboration with MCB has been a tremendous help from day one. It would have been an impossible task to tackle alone, and having specialists and resources to spar with and develop the strategy together has been crucial. When we started, there was a lot to take in, and MCB helped us structure the effort and get the right marketing initiatives off the ground.

In the beginning, we worked in a very workshop-based manner, where MCB presented ideas that we could build upon. This gave us a strong direction from the start and ensured that we developed a strategy tailored to our needs. One of the biggest advantages of the collaboration has been the expertise we can always rely on. Whether it’s about strategy, spending, or new ideas, we know we have specialists to draw on.

Much of the marketing effort is driven by MCB, but we maintain a close dialogue with regular check-ins. This allows us to continuously adjust and optimize our efforts to get the most out of our activities - and it gives us confidence that we can always stand by the choices we make.

SØREN AXELGAARD

Former Sales and Marketing Manager at AMU Danmark

Targeted marketing effort drives growth and stronger leads

To create visibility and attract the right businesses, AMU Danmark has invested in a data-driven marketing strategy focused on SEO, Google Ads, and paid social media advertising. Previously, there was no fixed strategy for digital marketing, and efforts were spread across multiple channels without a clear overview of what yielded the best results.

In collaboration with MCB, a spend strategy has been developed to ensure that the budget is used optimally on the platforms with the greatest potential. By combining Google Ads, LinkedIn, and Facebook advertising, a stronger presence has been established - one that not only generates more leads but also ensures that the right businesses are reaching out. At the same time, the SEO effort has been strengthened with optimized content and technical improvements to the website, helping AMU Danmark rank higher in relevant searches.

One key takeaway from this process has been the importance of continuous adjustments. By analyzing data and optimizing campaigns in real time, AMU Danmark ensures that ads always perform at their best. Constant experimentation with different messaging, target audiences, and formats helps identify the ideal combination for driving the most qualified leads.

More inquiries and larger companies in the pipeline

AMU Denmark's digital efforts have delivered great results. Where there were previously few or no inquiries through the website, there are now more. To ensure efficient handling, a filtering system has been implemented, directing private inquiries to eVejledning while businesses receive targeted guidance from AMU Danmark.

At the same time, AMU Danmark is experiencing a new and positive development: more large companies are reaching out with requests for nationwide Full Service courses and strategic continuing education programs. With a scalable marketing effort and continuous optimization of the lead flow, the conversion rate is expected to increase even further in the future.

From development to operations

With a solid marketing strategy in place, AMU Danmark has now entered a new phase, focusing on operations and optimization. In collaboration with MCB, efforts are directed toward becoming even more data-driven, ensuring that the marketing strategy can be continuously adjusted and improved. Tracking and dashboards play a central role in providing insights into which activities generate the best results.

At the same time, the organization is tackling a major task: implementing the Full Service project, which has secured DKK 8.6 million in government funding. The project is now moving into the operational phase, and with 18 partners and several external stakeholders involved, the next step is to execute and scale the solution. While intensive efforts continue in customer engagement and marketing, the next major milestone will be developing a new roadmap for the future.

Who is AMU Danmark?

AMU Danmark is a nationwide organization dedicated to strengthening continuing education and skills development in Danish companies. Through close collaboration with a range of vocational schools and training providers, AMU Danmark offers tailored solutions that make it easier for businesses to upskill their employees.

With a strong focus on quality, flexibility, and relevance, AMU Danmark ensures that Danish companies have access to the right competencies - both now and in the future. The organization also serves as a strategic advisor, helping businesses navigate educational opportunities and identify the most value-creating solutions.

As the digital landscape evolves, AMU Danmark has refined its communication and marketing strategy. By involving specialists and adopting a data-driven approach, they are increasing visibility, generating more qualified leads, and strengthening their connection with their target audience.