Everyone will have their own story to tell when we reflect on Back to School 2020. As marketers, we will be talking about the huge role of digital and its impact on our jobs and our businesses. Some of us had to find the fastest way to go digital, while others had the daunting task of improving our business strategy.
As Global Marketing Manager at LiteracyPlanet, my small, agile team faced this situation. LiteracyPlanet is a fun online learning resource designed to help school-aged children of all ages and abilities.
When families faced life in lockdown and kids started distance learning earlier this year, parents needed the supports, resources and tools to help them manage. According to UNESCO, 80% of the world’s children (1.37 billion students!) Were studying at home due to school closures last March to control the spread of Covid19. And several surveys of parents have shown that they feel stressed, exhausted and find it difficult to support their children at home. We saw how our product filled a necessary gap in the market. There was a window that opened, and we had to jump through. Literacy Planet was ready to help families in lockdown support their children’s learning.
Tip 1: Increase your advertising when it’s beneficial
With the shrinking marketing budgets heard around the world, the costs of social media and online advertising suddenly plummeted when the lockdowns began. The cost of impressions on Facebook has gone down due to the decrease in the number of advertisers, but more people are spending time online. People clicked billion more Facebook ads in March than they did in September, according to data analyzed by Kepios. This meant that we could take advantage of the reduction in advertising costs to increase awareness of our offer, thanks to our Marketo Engage Solution.
Tip 2: Meet customer needs
Customer behaviors were changing as a result of events happening around the world, and we could help – what marketers need to do to support business continuity.
To do this well, we also needed to develop and execute the right programs to capture leads, place them in relevant lead nurturing campaigns, and ultimately push them to sales (at the right time). It’s a lot of work for a three-person marketing team, but we handled it with speed and confidence with Marketo Engage. We acted quickly and effectively to develop a Facebook campaign that would attract a large audience: parents, teachers, and school leaders who wanted to keep students engaged and performing.
Tip 3: Always Maintain Sales Alignment
We developed our plan in one day, implemented it in Marketo Engage on day two, and spent day three running tests. At the same time, we worked with our sales team to align the process and make sure they were prepared for the influx of leads.
When prospects clicked on ads and came to the site, they were rated based on their referral source and the content they consumed. They were then added to different training streams, depending on their position in the buyer’s journey. When a manager signed up for the LiteracyPlanet free trial subscription, the information they collected identified whether they were a parent, school principal, or teacher. Also, it signaled their willingness to move on to sales for account creation. All qualified leads for sales are followed up with a phone call and set up with free access.
Tip 4: Use Net Promoter Scores When Working at High Volume
To ensure the sales team could use their time as efficiently as possible, Net Promoter Scores identified when a prospect was ready to convert. When a prospect reaches a certain score threshold, their representative is automatically alerted, thanks to our Marketo Engage integration with their Salesforce CRM. With this integration, we can monitor customer engagement and use dedicated lead nurturing campaigns to deliver the right content to them as they integrate with LiteracyPlanet.
Tip 5: Adopt your lead nurturing campaigns to help customers before, during and after the sale
A new step in lead nurturing helps new users get the most out of LiteracyPlanet’s gamified activities, tools and resources. The emails provide tips and instructions for the platform, show how it can support English literacy schools for children of different ages, language skills and learning levels. This reduces the churn rate at the end of the free trial, giving teachers the confidence to use the program to its fullest functionality while giving parents a sigh of relief and support for their children as the lockdowns continued. .
Tip 6: Keep Monitoring and Adapting
Our marketing maturity has given us an edge over other e-learning platforms: we operate as a small team, but we compete at a higher level through our ability to assess our clients’ needs and change them. behaviours. As the pandemic continues, we understand that these needs will change, so we are monitoring customer needs and changing market conditions: from channels to target, content that will best help parents and schools, how to adapt our lead nurturing campaigns.
The result of hard work and agility
Through our efforts, we have maximized cost reductions of up to 96% of advertising costs, to attract and convert large numbers of leads, and to direct our marketing efforts to the needs of customers focused on helping children of the world. whole world. In April of this year, we more than tripled our prospects compared to our target. And in our home market, Australia, we have reached 150% of our revenue target. Much of this wouldn’t have been achievable if we didn’t have the right processes, the trust between our teams, and the technology to help us execute our strategy.