Overview
Padukone Sports Management (PSM) is a leading badminton coaching company with 45+ centres across India, offering coaching, tournaments, coach training, and consultancy services. When PSM approached Digital Advantage, a Google Certified Partner, their website had limited digital presence and no clear keyword or content strategy — which meant minimal organic traffic and, with it, revenue left on the table.
About PSM
- Badminton training programs designed for beginner, intermediate, and advanced levels.
- Coaches led by world champions.
- A vision centred on quality, high-performance coaching for individuals at every level.
- More than 10,000 players trained for ranked tournaments.
- A managed-service business model: PSM ties up with venue owners to manage their centres and deliver badminton training. Their B2B audience is venue and academy owners; their B2C audience is individuals looking for coaching.
Goals
Digital Advantage devised a segmented B2B/B2C strategy to help PSM achieve three goals:
- Increase organic traffic for badminton coaching and related keywords.
- Differentiate between B2B and B2C services to target each audience specifically.
- Increase overall revenue and registrations for badminton coaching programs and tournaments.
Challenges
- Limited digital presence — PSM's online footprint didn't match its scale of 45+ centres.
- No clear keyword and content strategy — organic visibility had nothing structured behind it.
- Difficulty differentiating B2B and B2C services — one website was trying to speak to venue owners and individual learners without a segmented approach for either.
Strategies
Digital Advantage combined content marketing, SEO, and PPC optimisation to move PSM toward its goals.
Content marketing and SEO
The team built a pillar-and-cluster content strategy grounded in keyword research for terms like badminton coaching, badminton tournaments, and related searches. High-quality, informative content was created for PSM's actual audience — parents, coaches, and individuals searching for coaching — alongside on-page and technical SEO work covering meta tags, URL structure, and image optimisation to lift organic visibility on search engines.
Creating quality content. Content was built around relevant keywords so people interested in badminton could find PSM's website easily. The goal was to provide real value by answering the questions PSM's audience was actually asking, and to establish PSM as a trusted authority in the badminton industry. This strategy increased PSM's online visibility and organic traffic directly — PSM now sees more than 20,000 organic visitors as a result.
Performance marketing
Niche keywords that people were actually searching for anchored the paid strategy, targeted at the specific locations and demographics most likely to sign up for coaching programs and tournaments. Ad extensions showcased the full range of what PSM offers, and remarketing brought back people who hadn't yet converted. Together, these tactics increased sign-ups for PSM's badminton coaching programs and tournaments.
Services rendered
- Content marketing and SEO
- PPC optimisation
- 15 blogs created within 6 months
Results
Within six months of the collaboration, PSM's segmented B2B/B2C strategy produced:
- 800% increase in online enquiries for badminton coaching and related services
- 200% increase in new venue growth for coaching programs and tournaments
- 20,000 organic visitors per month, on average
Digital Advantage's targeted approach — segmented B2B/B2C strategy, optimised content marketing, SEO, and PPC — drove a significant increase in PSM's online traffic, registrations, and revenue growth.
Looking to improve your digital presence and grow your business with a targeted marketing strategy? Get in touch with Digital Advantage today for a personalised consultation.