Learnings from running over 200 digital marketing campaigns across ad platforms.
New Delhi (India), March 10: How to ensure you avoid common digital marketing mistakes? We learn from others. We have condensed our learnings from scaling 100s of campaigns to empower you with the tips needed for scale and growth in the education business.
Bangalore, 10/03/23: If you’re learning to build a business in the education or ed-tech space, take a look at our list of learnings to help you avoid making some common mistakes. P.Labs has worked on campaigns that cover the whole marketing funnel and discoveries, from working with companies with a revenue of 10Cr to those funded in 100s of millions.
Your seamless customer experience matters during onboarding and after–if your sales team is great at finding customers, a bad after-sales experience, regardless of the price point, means you will very quickly develop a poor reputation within the educational community.
Finding brand evangelists or fans for ed-tech is necessary: While every industry has its influencers, this is more so true when it comes to ed-tech, where often the end customer is investing his/her own money to use your product. If you find people who love your product, ensure you’re able to do justice to them and their needs.
.Keep listening to your customer: While the acquisition is possibly the easiest part of the funnel, retaining customers is impossible without a good product or a good after-purchase team. You cannot market yourself out of a bad user experience.
Your brand name matters to parents: When a parent is proudly announcing the products their child is using, brand names often matter. Don’t cut corners when it comes to your branding experience. And if investing there is not possible, focus on a product that knocks it out of the park
Create for your primary and secondary customer: Children don’t make a lot of purchase decisions, but they do tell their parents how your product is working or not. Be sure to create something that works for both sides. No parent will invest in a product that doesn’t make their child happy.
The cost of acquisition is inversely proportional to your levels of brand awareness: The more people know you, the better your chances of acquiring them inexpensively or organically. However, building a brand is more than advertising on TV. It’s consistency in everything you do for every single customer.
Keeping an eye on careers is important: The internet and, recently, AI have inverted the world and careers. The education industry must prepare for shifts in learning requirements and readying children for skills of the future. Capitalising on these trends, which go beyond coding skills, is necessary to stay ahead of the curve.
Your onboarding/pre-sales team can make or break your brand: Have you ever considered buying from a brand or business where the first salesperson didn’t make you feel confident and answer everything you needed to know? Ensuring they can answer everything for your customer is critical to improving not just your conversions but also a major driver for trust.
Pricing is only a reflection of the perceived value. At a time when private education is expensive, buying a new product is not a concern for most parents as long as they can see the value. Though this value only is visible based on the outcomes they see in their child and the development of their skills.
Look outside the primary ad channels on digital platforms: While the most common platforms for advertising remain popular, such as Meta, Google, etc., due to their volume of usage, the reality is that users are accessing many other platforms, too. Avoid over-indexing on a few channels. Develop multiple sources of acquisition.
For more continued learnings, visit: plabsventures.com/blog
About P.Labs Ventures
Founded in 2018 by Shafi Samad, P.Labs is a digital marketing company that helps businesses scale through a variety of services. Through the use of their in-house tool, DABBL, the teams at P.Labs are able to diagnose problems that typically go unnoticed. With 4 plus years of experience in helping start-ups and SMBS scale, the team has worked with marquee brands in gaming, education, fintech, ed-tech, and DTC businesses. With a clear focus on ROI and revenue generation, P.Labs distinguishes itself with its rigorous practices of account management and campaign management. With a seasoned team at the helm of operations, the leadership team comprises marketers, strategists, and business professionals.
Founded with the premise of 3P: performance, profits, and passion –the vision of the organisation is to support growth in companies ready for the next stage of their businesses. The company is headquartered in Gurgaon, with 100% remote teams from across the country. The company currently serves India, US and UK, and Middle East geos.
About Shafi Samad: https://www.linkedin.com/in/shafisamad/
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