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Taru Bhargava
Digital Marketing PresentationSuper Little Scientists
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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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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
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Website Traffic (Jan 2019- April 2019 )
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Digging In to The Source Of Traffic
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The Problem?
Not enough traffic
Not enough leads
Not enough conversions.
End result? Lesser enrollments.
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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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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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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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What’s The SMART GOALGenerate 400 New Leads by December 2019 from website traffic
Step 2: Setting The SMART Goal
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Step 3: Listing Primary & Secondary KPIs
Website Traffic
Primary KPI
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Conversion Rate
Secondary KPI
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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
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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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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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Identifying The Right Ad type
What’s Important At This Time?
Focussing on one goal...
Identifying the right ad type
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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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Tactic 2: Website Optimization (UX)
You only have 8 seconds to make an impression!
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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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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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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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Current Website - Technical Flaws
Slow speed
Poor SEO
Thin content on the website
Unsecured cookies
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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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Tactic 3: Email Marketing
59% of respondents say marketing emails influence their purchase decisions.
Source: Hubspot23
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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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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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It starts with a list ….
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Segment, Segment, Segment
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Send Drip Emails to Parents Who Did Not Sign up After Providing The Email
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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
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Remember
It’s a Marathon not a Sprint!Set your goals wisely and achieve them all.
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Taru Bhargava
Thank You