Digital Marketing for Edu-Tech
Business has only two functions — “Marketing & Innovation”
— Milan Kundera
This article will related to digital marketing activation campaign plan for Edu-tech startup that i was make on 2020, yet this idea is only for my learning purpose only, but feel free to give some feedback 😃 Ok so let’s begin!
Digital Marketing nowadays
A Digital Brand Activation is an online initiative that leverages audience microtargeting and intent-based strategy, to raise brand awareness and drive immediate leads or sales (IMA,2020).
Current Customer Trend
AISAS Model
AISAS model (Attention, Interest, Search, Action, Share) is originally based on the reconstruction of the characteristics of market consumer behavior model in network age, its theoretical basis is the AIDMA model (Attention, Interest, Desire, Memory, Action) proposed by the advertising expert E. S. Lewis in 1898 (Zhang,2019).
Inbound Marketing
The inbound methodology It’s about valuing and empowering these people to reach their goals at any stage in their journey with you. Why we need inbound marketing? Because when your customers succeed, you succeed. The inbound methodology can be applied in three ways:
•Attract: drawing in the right people with valuable content and conversations that establish you as a trusted advisor with whom they want to engage.
•Engage: presenting insights and solutions that align with their pain points and goals so they are more likely to buy from you.
- Delight: providing help and support to empower your customers to find success with their purchase.
Research Market — Skilvul Edu-tech
As of 2020, there are so many edu-tech startup that learning about coding, product management, digital marketing and etc. 1 of the startups that came up on my google search is skilvul and make me curious to do some mini case study haha~
What is skilvul?
Skilvul is a local IT bootcamp platform that provide several content about digital skills with “blended-learning” method in an online form or even offline form. you can also their webpage right here.
Research Market — Skilvul (2020)
Qualitative Test — Interview Requirement
Currently at this state I’m going to research from random respondent that met criteria of target market skilvul.
Probability Persona:
- Gender: Male/Female (preferably male)
- Age: Youth (16–30 y.o)
- Interest: Tech/digital savvy, creative, Computer, IT
- Social Media: Facebook, Instagram, Twitter, Quora,
- status Social Economy: Low-Med
- Work status: Tech company, High School Student, College Student,bachelor from all degrees
And after we already firm Skilvul customer persona we will try to breakdown questionnaire to be distribute to asd as defined below:
Questionnaire Plan:
1. 10 random respondent from researcher’s neighbor
2. 5 Simple question about coding lessons
Questions:
1. Apakah anda pernah mempunyai pemikiran untuk belajar coding?
2. Mengapa anda ingin belajar coding?
3. Apakah anda pernah belajar mengenai coding?
4. Di Platform apa anda mempelajari coding?
5. Apakah anda pernah mengalami kesulitan dalam belajar coding? Jika pernah, Menurut Anda bagaimana Platform tersebut dapat melakukan improvement agar dapat mempermudah Anda dalam belajar coding?
Interview Result can be seen on figure 5.
Quantitative Research — 2020
- Based on 12 Last Post Skilvul Social Media
1.Facebook Pages : Followers 109 with engagement rate : 1,67%
2.Linkedin (10 Last Post) : Followers 76 with engagement rate : 4,7%
3.Instagram : Followers 1,906 with engagement rate : 2,56%
•Based on Website Peformance (Ahref,2020):
1.Website Rank : 77,264,715
2.Backlink : 113
3.Organic Traffic (monthly) : 1
The Campaign Roadmap
After research findings that I’ve already found, I will try to compile those kind of information and create campaign for skilvul target users.
Organic Traffic
Why organic traffic matters?
On Inbound Marketing, we need to attract customers, by direct or by indirect, for example we can attract customer’s by our blog, make them feel like they’re in the blog that can fulfill them with their expectation, so later they will be seeing another articles that you’ve posted and recommended your platform into their friends later. By default, word of mouth is still a main role of the marketing in all platform, 92% of consumers believe suggestions from friends and family more than advertising.
So based on those findings, we will need to create Content pillar that will have structure parent — child and it will be hyperlinked to other contents that related to the article. So, when the users open some article Let say “belajar HTML” on those article we will be attach several link or article suggestion about others HTML content as you can see on figure 7.
I’m also need further research, about winning keyword, later we will discuss about this session. 😃
Paid Traffic
On the other hand, I’m also try to research about availability digital marketing through paid ads to gain estimated digital marketing cost and do some A/B Testing. so we need to increase skilvul’s current engagement rate on the content & based on follower’s persona. In order to do that we will need to reach at least 3,3k — 9,5K Audiences and the budget will be about 3 mio/ months as in the figure 8.
Ok, So let’s count:
•Avg. B2B FB/IG Ads Conversion rates are 10,35% based on global data.
•Based on Data, Skillvull engagement is around 2,12% so it will drive an engagement for around 6,400 Reach Daily with conversion rate 662 user conversion into click / Following skilvul’s Platform to platform that end with around 14 engagement on skilvul’s platform, so in 1 month it will make a for about 420 engagement!
•If Advertising combine with giveaway event it will make a huge conversion impact 1.000% Increase in engagement rates (based on my own experience using giveaway content to boost social media followers on several brand).
For Example: if you make 7-Day giveaway Event, it will increase your conversion from 98 to 980 engagement rates / following rates.
Search Engine Ads
This was also simple way to boost traffic to skilvul website by createing search engine marketing ads:
Create Search Engine Marketing with example keyword:
1.“Belajar Coding” (Avg. Monthly Search 5,400) Highest Bidding IDR 3,573
2.“Belajar HTML” (Avg. Monthly Search 3,600) Highest Bidding IDR 3,427
3.“Belajar PHP” (Avg. Monthly Search 2,400) Highest Bidding IDR 3,458
4.“Belajar Pemrograman Gratis” (Avg. Monthly Search 1,600) Highest Bidding IDR 2,965
5.“Cara Membuat Web Sendiri” (Avg. Monthly Search 1,600) Highest Bidding IDR 4,025
Let’s Count
•Avg. B2B Conversion rates are 2,35% based on global data 2020
•If CPC on google Ads IDR 2.500, so It will drive 1200 users, that will be converted into Sales for about 28 Conversion.
Campaign Plan — #Semuaorangbisa
After we doing digital activation and gain more and more followers, engagement through our content, then we can try to encourage them to join our bootcamp by creating campaign Semua orang bisa Coding!
About the brief Campaign:
•It’s a powerful campaign that targeting Youth people to embrace,motivate & helping them that there’s always a way to be a successful people with other path and maybe being a programmer is the answer to reach their success stories to survive in covid-19 crisis and Industrial 4.0.
•Featuring multi-talented speakers & success stories content from them to inspire and believe skilvul audience that learn programming is easy, not complicated and semua orang bisa!
•Drive them emotionally as a pivot job description they can easily learn it from our platform.
Content — Plan
So we will make campaign by doing some podcast because its still hype on that era hahah. The content will briefly look like figure 10.
Later after we execute all of the digital activation roadmap we will need to makesure those digital marketing activation met our expectation as defined on this KPI:
•Increase in website visitors based on Paid Ads for about 1.200 visitors/month
•Increase Engagement on Social Media’s Account :
1.Facebook Pages : 1,89% engagement/month
2.Instagram Account : 2,34% with conversion rate / CTR around (10,35%)/ month.
Closing
Ok So that’s all my experience of doing some digital marketing research. How about your research? or do you have any feedback about my research? feel free to comment on this article 😃 Thank you and see you again!
