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Taru Bhargava Digital Marketing Presentation Super Little Scientists
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Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Mar 13, 2020

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Page 1: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Taru Bhargava

Digital Marketing PresentationSuper Little Scientists

Page 2: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Super Little Scientists, who?Super Little Scientists is the brainchild of Divya Goel who turned her passion for science into a fun and creative venture for kids.

“I have a science background and a passion for science. After resigning from my job to be with my kids, I used to do little experiments with my daughter who used to enjoy them alot. And thus I came with an idea to design a program suitable for kids where they can have fun while learning and nurturing their love for science. I am enjoying every bit of this including designing and teaching”

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Page 3: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Current State of BusinessHow are visitors coming to the website?

How are leads generated ?

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FacebookAds

WebsiteVisit

CTA /Contact Us Lead Follow - Up Enrolment

OrganicSearch

WebsiteVisit

CTA /Contact Us Lead Follow - Up Enrolment

Page 4: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Website Traffic (Jan 2019- April 2019 )

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Page 5: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Digging In to The Source Of Traffic

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Page 6: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

The Problem?

Not enough traffic

Not enough leads

Not enough conversions.

End result? Lesser enrollments.

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Page 7: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

How Do We Ensure That Super Little Scientists Is Winning?

StepIdentifying the

End Buyer

1Step

Define SMART Goal for Super Little

Scientists

2Step

Identifying the most apt tactics

4Step

3

Listing Primary & Secondary KPIs

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Page 8: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Step 1: Identifying The End Buyer

The Mindful Momma Maria“Science should be a holistic part of our children’s future irrespective of the career path they choose. Apart from academics, children should learn science in a fun and memorable way.”

Demographic

30-36 years

Degree Holder

Married with kids

Location

Sydney

Behaviour

Always exploring new, fun and out-of-the-box activities for my daughter.

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Page 9: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Passionate Papa Peter

I loved science as a child and I’d want my child to enjoy it equally.

Demographic

36-40 years

Degree Holder

Single Parent with kids

Location

Sydney

Behaviour

I’m looking for ways to engage my son in activities that are fun but not just sports

Step 2: Identifying The End Buyer

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Page 10: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

What’s The SMART GOALGenerate 400 New Leads by December 2019 from website traffic

Step 2: Setting The SMART Goal

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Page 11: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Step 3: Listing Primary & Secondary KPIs

Website Traffic

Primary KPI

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Conversion Rate

Secondary KPI

Page 12: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Tactic 1: Facebook Ads

26% of Facebook users who clicked on ads reported making purchases in one survey.

Source: https://adespresso.com/blog/facebook-statistics/ 12

Page 13: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Tactic 1: Facebook Ads

Objective:Increase Website Traffic

Problem:Current Facebook ads aren’t best converting and get trickling traffic to the website. The key problem here is the a lack of strategy.

Solution:Creating traffic generation focussed Facebook ads and building an effective Facebook ad strategy.

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Page 14: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Approach:

KPIs:Increased Website Traffic From Facebook Ads Boost Click Through Rate (CTR)

Step - 1 Identifying the right ad type - What’s important at this time?

Step -4 Defining a FB ad schedule—consistently rolling the ads.

Step -5 Adding Facebook Pixels for retargeting website visitors.

Step -3 Experimenting with ad formats - checking what works and what doesn’t for the company.

Step -2 A/B testing ad copy, creatives & CTA - Offering value and discovering the sweet spot.

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Page 15: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Identifying The Right Ad type

What’s Important At This Time?

Focussing on one goal...

Identifying the right ad type

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Page 16: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

A/B Testing Ad Copy, Creatives & CTAs

Offering value and discovering the sweet spot.

Engaging Copy & Creative

Direct CTA

Banking on Trends (Emojis)

Strong Offering That Matches The Brand

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Page 17: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Tactic 2: Website Optimization (UX)

You only have 8 seconds to make an impression!

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Page 18: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Tactic 2: Website Optimization

Objective:Increase Conversion

Problem:The current website does not meet the people’s need—the traffic that reaches the website isn’t directed to a clear CTA or a landing page. Same is true for organic traffic.

Solution:Traffic that converts is better and it happens when the website is optimized for the user’s needs. Taking the users to a dedicated landing pages as well as improving the UX on the current will help a great deal in getting conversions.

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Page 19: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Approach:

KPIs:Increased Website Traffic From Facebook Ads Boost Click Through Rate (CTR)

Step - 1 Building landing page for Facebook paid campaigns

Step -2 Revamping the current website- Improving CTAs, making it responsive, reducing form field

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Page 20: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Current Website - What’s Missing?

Misaligned visuals

Below the fold CTA

Poor navigation bar

No Social Proof

Hidden elements

Poor Usability

Excessively Long Forms

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Page 21: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Current Website - Technical Flaws

Slow speed

Poor SEO

Thin content on the website

Unsecured cookies

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Page 22: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

What Can Change?

Conversion centric design features: Social proof, navigation buttons, a search bar, sign-up forms, call to action and social media links

Simplified forms field for easy conversion

Fixing on-site SEO

Adding SEO driven content.

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Page 23: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Tactic 3: Email Marketing

59% of respondents say marketing emails influence their purchase decisions.

Source: Hubspot23

Page 24: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Tactic 3: Email Marketing

Objective:Retention

Problem:Once a parent establishes contact they are just spoken to once. There’s no way to keep them engaged. This is a wasted opportunity, which if acted upon can turn into an enrollment.

Solution:Keeping leads warm through a lead nurturing email sequence.

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Page 25: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Approach:

KPIs:Boost Email Open Rate & Email Conversion Rate

Step - 1 Build an email list

Step -4 Rinse & Repeat

Step -3 Send drip emails to parents who did not sign up after providing the email.

Step -2 Segment the list

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Page 26: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

It starts with a list ….

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Page 27: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Segment, Segment, Segment

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Page 28: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Send Drip Emails to Parents Who Did Not Sign up After Providing The Email

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Page 29: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Engaging copy +

CTA to get users to sign up We are back with an exciting new class this

term and we thought you should know! Let your kid experience fun through the world of

science. Limited seats only!

Book My Spot

Hurray! We are launching a new class

www.superlittlescientists.com 29

Page 30: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Remember

It’s a Marathon not a Sprint!Set your goals wisely and achieve them all.

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Page 31: Super Little Scientists Digital Marketing Presentationres.cloudinary.com/general-assembly-profiles/image/... · Scientists, who? Super Little Scientists is the brainchild of Divya

Taru Bhargava

Thank You