Everyone will have their own story to tell when we think about the start of 2020. As marketers, we’re going to talk about the tremendous role digital plays and the impact it has on our jobs and business. Some of us had to find the fastest way to get to a digital offering, others had the challenging task of improving our business strategy.
As Global Marketing Manager at LiteracyPlanet, my small but agile team was confronted with this situation. LiteracyPlanet is a fun online learning resource designed to help children of all ages and levels of school age.
When families faced Lockdown life earlier this year and the children began distance learning, parents needed support, resources, and tools to support management. According to UNESCO, 80% of children worldwide (1.37 billion students!) Were studying at home due to school closings last March to control the spread of Covid19. Several surveys of parents showed they felt stressed, burned out, and found it difficult to support their children at home. We saw our product fill a necessary niche in the market. A window opened and we had to jump through. Literacy Planet is designed to help lockdown families support their children’s learning.
Tip 1: Boost your advertising when it’s beneficial
With the cut in marketing budgets around the world, the cost of social media and online advertising suddenly fell as the lockdowns began. The cost of impressions on Facebook has decreased due to fewer advertisers, but more people spent time online. According to data analyzed by Kepios, people clicked billions more Facebook ads in March than in September. This meant that we could use the reduced advertising costs to increase awareness of our offering, which is equipped with our Marketo Engage solution.
Tip 2: respond to customer needs
Customer behavior changed due to global events and we were able to help – something marketers need to do to support business continuity.
To do this well, we also had to develop and run the right programs to capture leads, place them in relevant lead nurturing campaigns, and finally (at the right time) route them to sales. That’s a lot of work for a three-person marketing team, but we did it quickly and safely with Marketo Engage. We acted quickly and efficiently to develop a Facebook campaign that would attract large audiences: parents, teachers, and principals who want to motivate and perform the students.
Tip 3: Always keep the sales orientation
We developed our plan in one day, set it up in Marketo Engage the second day, and spent the third day running tests. At the same time, we worked with our sales team to fine-tune the process and make sure they were prepared for the influx of leads.
When leads 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 care streams based on where they were on the buyer journey. When a lead signed up for the LiteracyPlanet free trial subscription, the information gathered was used to determine whether they were parents, principals, or teachers. This also signaled their willingness to switch to sales to create an account. All sales-qualified leads are followed by a phone call and set up with free access.
Tip 4: Use Net Promoter Scores when working at high volume
To ensure that the sales team was making the most effective use of their time, the Net Promoter Scores determined when a lead was ready to be converted. When a lead reaches a certain point threshold, thanks to our Marketo Engage integration into their Salesforce CRM, their employee is automatically notified. This integration allows us to monitor customer loyalty and use special lead nurturing campaigns to deliver the right content to them when they are on board with LiteracyPlanet.
Tip 5: adopt your lead nurturing campaigns to help customers before, during, and after the sale
A new phase of lead nurturing helps novel users get the most out of LiteracyPlanet’s playful activities, tools, and resources. E-mails contain guides and directions for the platform and show how English literacy schools can be supported for children of different ages, different language skills and different levels of learning. This will reduce churn at the end of the free trial and give teachers confidence to take full advantage of the program while parents breathe a sigh of relief and support their kids as the bans continue.
Tip 6: keep monitoring and customizing
Our marketing maturity has given us an edge over other online learning platforms: we work as a small team, but we compete on a higher level through our ability to assess our customers’ needs and change behaviors. As the pandemic continues, we know these needs will change. That is why we monitor customer needs and changing market conditions: from which channels to which goals, which content best helps parents and schools to adapting our lead care campaigns.
The result of hard work and agility
As a result of our efforts, we’ve reduced advertising costs by up to 96% in order to attract and convert large numbers of leads, and to align our marketing efforts with the needs of customers who are focused on helping children around the world. In April of this year we more than tripled our leads from our target. We achieved 150% of our sales target in our home market of Australia. Much of this would not have been achievable if we didn’t have the right processes, the trust between our teams, and the technology to execute our strategy.