FBP Academy

How we helped this award-winning training provider build a stronger digital foundation to reach more finance business partners.

Case Studies

Getting to the heart of the audience

FBP Academy exists to support and develop finance business partners, helping them grow their skills and confidence. They had seen some marketing results, but without a strategy, they lacked consistency and an understanding of where to target their efforts.

FBP came to us looking for a fresh, strategic approach to digital marketing – along with needing an improved website that truly reflected their values – and a plan to reach more people who could benefit from their resources.

From the start, it was clear that FBP Academy had a lot to offer. Their content was practical and thoughtful, but the digital setup wasn’t showing them at their best. They wanted to create a welcoming place online – somewhere that would encourage finance professionals to engage, learn and become part of the community.

A strategy-first approach to content creation

We started by creating a full marketing strategy for the business. This laid out clearly the opportunity and how we would get there. Once the strategy was nailed, we had a clear idea of exactly who we were targeting, in which places, and with what messages.

Next came the website. The goal was to make things clearer and easier to navigate – and to better tell the story of what FBP Academy stands for. We redeveloped the whole website, including uplifting the look and feel and site content. We rebuilt the FBP self-assessment quiz and website forms, turning them into tools for generating leads.

Content marketing was another big focus. Together, we developed a plan for regular blog articles, aiming to answer the questions finance business partners were asking online. We published case studies, explored core topics, and shared practical advice – all designed to build trust and bring new people to the site.

What we did

Marketing strategy creation
Website development and design uplift
Aligned the brand under one company name
Search strategy implementation
Social strategy on LinkedIn
Content marketing activity

How long we worked with them

For a year from November 2023.

Overhauling their LinkedIn strategy

LinkedIn was the core social channel for FBP Academy, but the approach needed a rethink. We shifted the focus – moving the most engaging content over to the founder’s personal profile to build reach, while maintaining a consistent presence on the company page.

We introduced new content types, including personal updates, branded testimonials, real-world case studies and thought leadership articles. This mix helped to create a more lively and approachable feed, one that reflected the real people behind the brand.

The results speak for themselves: company page followers grew by 42%, and FBP Academy’s posts reached over 30,000 impressions in just six months. More people than ever discovered what FBP Academy has to offer.

We absolutely LOVED working with Your Engine Room! Highly competent and professional, friendly, fun, and so hard working. They genuinely work with you as a true partner to achieve your goals. To us, they are a greatly valued marketing team.

Andi Lonnen, Founder and CEO, FBP Academy

Raising their profile through search

A key goal for FBP Academy was to make sure they could compete with other online training providers. We put a clear SEO strategy in place – optimising the refreshed website and developing a programme of targeted blog content designed to address common questions and challenges faced by finance business partners.

Organic search traffic to the site increased by 45%, with the blog bringing in hundreds more users who might never have come across FBP Academy otherwise. In the first six months of working together, every new lead came from search engines.

The right content, presented in the right way, helped them reach a wider audience and connect with those looking for training. This steady growth in visibility laid the groundwork for even greater reach and engagement in the months ahead.