A 12-Month Strategy for MKC Training
A 12-Month Strategy for MKC Training
Over the past months, we've worked closely with the MKC Training team to lay the groundwork for serious digital growth.
Designed and built by Floww Digital, giving MKC Training a high-performance digital home.
Implemented and configured to capture, track, and nurture prospective students and contacts.
Committed to continuity during this period, working closely with Selena as she covers the marketing function.
With the infrastructure in place, the focus now shifts to driving the right traffic, converting it, and turning enquiries into enrolments.
MKC Training competes in a crowded further education market. Without a sustained, multi-channel presence, prospective students and employers simply won't find you.
01Traffic without a system to capture and follow up on leads is wasted. The website and HubSpot need to work together to turn visitors into enquiries.
02Internal marketing resource is stretched. A strategic partner who understands the business, the tools, and the audiences ensures nothing falls through the gaps — especially during transition.
03Everything we do is connected. Cold traffic flows in from multiple channels, hits the website, converts into HubSpot, and is worked through to a final outcome — whether that's a course enquiry, an employer engagement, or an application.
See how it all works together on the next slide.
LinkedIn is the right home for a tightly targeted, account-led campaign aimed at the people who actually sign off training and simulation budgets. We run it as an always-on programme rather than a one-off burst, so MKC Training stays visible to the right audience across the full buying cycle. MKC Training funds the media, and Floww manages everything end to end.
Built around MKC Training's ideal customer using job title, organisation, industry, organisation type, department, and seniority.
Thought-leadership single image ads, document ads (capability overviews, simulation explainers), and lead-gen form ads for warm capture.
Layer in retargeting of website visitors and engagers so no warm interest is wasted.
Every lead feeds into HubSpot for follow up and reporting, tied back to spend.
Awareness with the right accounts, plus a steady flow of qualified enquiries.
SEO is the compounding asset in the mix. At this budget it is a foundational, focused programme rather than a broad land grab, and the value builds over six to twelve months. We concentrate on the searches that signal genuine buying intent in defence training and simulation.
Fix crawl, indexing, speed, and structure so the site can rank.
A focused set of specialist terms (e.g. defence training, VR defence training, simulation training) rather than chasing volume.
A small number of strong pages and supporting content aligned to MKC Training's capabilities.
Track rankings, organic traffic, and organic enquiries in HubSpot.
Durable organic visibility and a growing, cost-free stream of enquiries over time.
Where SEO builds over time, PPC captures intent immediately. We target the people already searching for the kind of training and simulation MKC Training delivers, and put a clear, relevant message in front of them at the point of need. As with LinkedIn, MKC Training funds the media and Floww manages the campaigns.
Google Ads against high-intent, specialist keywords.
Tight pages aligned to each campaign theme.
Bid, keyword, and creative optimisation to bring cost per lead down over time.
Every enquiry attributed to spend, straight into HubSpot.
Objective: Fast, measurable enquiry flow that complements the longer-term SEO build.
These are planning scenarios based on defence and education sector benchmarks, not guarantees. The low scenario is deliberately conservative; the stretch scenario assumes strong creative, well-optimised targeting, and a responsive audience. Defence buying cycles are long, committee led, and relationship driven, so the real value is the qualified pipeline built and nurtured over time, not immediate closed business. We would validate and refine these after the first 90 days of live data, and redeploy budget to the strongest-performing channels as the data comes in.
Assumptions. LinkedIn media of £40,000/yr and PPC media of £20,000/yr, funded by MKC Training. LinkedIn assumes a specialist B2B CPM of £35–£50, a CTR of 0.4–0.7%, and a lead conversion of 5–10%. PPC assumes a specialist CPC of £2.50–£5.00 and a landing-page conversion of 2.5–5%. SEO is foundational at this budget and ramps over the first two to three quarters. Stretch figures sit at the top of plausible ranges and should not be treated as targets in month one.
With HubSpot in place, no lead gets lost. Every enquiry — from SEO, PPC, or LinkedIn — lands in a single system and is worked through a clear process.
Contacts who fill mid-funnel forms (downloads, event sign-ups, newsletters) enter email nurture sequences — relevant content, course highlights, open day invitations and testimonials — until they're ready to enquire or apply.
Contacts who submit a course enquiry or application are flagged in HubSpot and routed to admissions or sales for direct follow-up within an agreed timeframe.
Regular video calls with Selena on performance, initiatives, content calendar and time-sensitive decisions — documented with notes and actions.
Quarterly sessions to review, reset priorities, and align marketing with commercial and enrolment goals.
Ongoing support — building workflows, creating reports, managing contacts, upskilling the team.
Clear briefs for the in-house media team so assets — especially video — meet spec, objective and message.
Quick-turnaround advice, copy reviews, campaign approvals and issue resolution via email or Slack.
During transition — like Hannah's maternity leave — momentum can't slow. Selena gets a dedicated Floww Digital contact who understands the strategy, the tools and the business.
Ongoing across the 12-month engagement · recorded video calls, a shared action log, and monthly written reports.
Every activity is tracked, measured, and reported. No vanity metrics — just the numbers that tell you whether the strategy is working.
SEO rankings & organic traffic, PPC spend/clicks/cost-per-lead, LinkedIn reach & video views by funnel stage, HubSpot lead volume, conversion and pipeline contribution.
Optional real-time view across all channels — HubSpot, Google Analytics and ad platforms.
A deeper strategic session to review the past quarter and agree the next priorities.
Understanding which channels drive the highest-quality leads — not just the most leads.
You should always know what your marketing is doing, and why.
We built your website and implemented your HubSpot. We're not starting from zero — we continue the work with full context.
No hand-off to a junior account manager. The people who present this strategy are the people who deliver it.
SEO, PPC, LinkedIn, HubSpot and consultancy under one roof — and all connected. No channel silos.
A track record of generating high-quality inbound leads in competitive markets — and adapting when needed.
MKC Training funds the media directly, and Floww's fees sit on top of that. All figures are annual and exclude VAT.
We do not lock the budget into fixed buckets. As the campaigns run, we can redeploy spend across channels to follow what is working, so every pound goes where it earns the best return. Minimum management fees still apply per active channel.
All figures are annual and exclude VAT. Media budgets are paid by MKC Training directly to the advertising platforms. The Floww management fee is a minimum of £700 per month per channel and typically scales as a percentage of media spend. CRM and website support are already accounted for within the agreed budget.
For an additional £3,500 per month, we run a combined cold email and telesales campaign through FlowwMail, Floww Digital's own cold outreach system. It goes directly to the organisations and people MKC Training most wants to reach. We handle the heavy lifting and the messy data — MKC Training only ever sees the good stuff.
We reach out to thousands of targeted prospects per month by email, and hundreds by phone.
MKC Training never sees the bad data, the bounces, or the no replies — FlowwMail manages all of that.
Every good lead that responds lands in FlowwMail, ready for MKC Training to follow up from there.
It runs alongside paid and organic channels, adding a proactive, outbound layer to an otherwise inbound-led programme.
We build the target list to a tight ideal customer profile, defined together with MKC Training's guidance. We can target on any combination of:
These are planning scenarios based on defence and education sector benchmarks, not guarantees. The low scenario is deliberately conservative; the stretch scenario assumes strong creative, well-optimised targeting, and a responsive audience.
Conservative to upper-range response rates applied for cold B2B outreach in a specialist sector. All bad data is filtered out by FlowwMail before anything reaches MKC Training, so these are warm, interested responses only.
Confirm the scope and sign the agreement. We can be up and running within [X] days of sign-off.
A structured onboarding call with Selena and the Floww Digital team to agree priorities, access, messaging, and the first 30-day plan.
SEO audit, PPC setup, LinkedIn brief to the media team, HubSpot workflow review, and first monthly consultancy session.
"We're proud of the work we've done together so far. This is the next chapter."
andrew.logan@flowwdigital.co.uk