When we look back on the beginning of 2020, everyone will have their own narrative to tell. As marketers, we will discuss the massive influence of digital and how it has affected careers and businesses. Some of us had to figure out the quickest method to transition to a digital service, while others had the difficult chore of refining their business plan. Below are some tips from a small, but mighty marketing team.
Increase the advertising when it is beneficial
With marketing budgets being slashed all around the world, social media and online advertising costs plummeted dramatically as the lockdowns began. The cost of Facebook impressions decreased due to fewer advertisers, despite the fact that more individuals were spending time online. In March, people clicked on billions more Facebook ads than in September. As a result of our Marketo Engage solution, we were able to take advantage of lower ad expenses to increase awareness of the service.
Respond to customer requirements
Customer behavior was shifting as a result of global events, and we could assist – something marketers must do to ensure business survival.
To achieve this effectively, we also needed to create and implement the appropriate programs to capture leads, place them in relevant lead nurturing campaigns, and eventually pass them on to Sales (at the right point in time). That’s a lot of work for a three-person marketing team, but we did it quickly and confidently with Marketo Engage. We worked swiftly and efficiently to create a Facebook campaign that would appeal to a wide range of people, including parents, teachers, and school administrators who wanted to keep students interested and performing well.
When working with high volume, consider Net Promoter Scores
Net Promoter Scores determined whether a lead was prepared to convert in order to ensure that the sales team could spend their time as efficiently as possible. Thanks to our Marketo Engage integration with their Salesforce CRM, once a lead meets a specific score threshold, their representative will be automatically informed. We can track customer interaction thanks to this connectivity and deploy targeted lead nurturing campaigns to provide the appropriate material as new LiteracyPlanet users sign up.
Adopt lead nurturing initiatives to assist customers prior to, during, and after the transaction
The gamified materials, tools, and activities on LiteracyPlanet are made more accessible to new users thanks to a new step of lead nurturing. Emails include advice and instructions for using the platform and explain how it may help English Literacy schools for kids of various ages, linguistic abilities, and academic levels. As a result, there is less turnover after the free trial, which gives instructors the confidence to use the tool to its full potential and gives parents peace of mind and support for their kids as lockdowns continue.
Keep monitoring and adapting
If we are capable of evaluating the needs and evolving behaviors of our customers. We anticipate that these needs will alter as the epidemic spreads, so we keep an eye on consumer demands and shifting market dynamics, making adjustments to our lead nurturing efforts and channel targeting as necessary.
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