When the marketing team at Wyzant was trying to find new ways to reach struggling students who hadn’t yet discovered the tutoring platform, they tried a growth marketing experiment.
Growth Senior Product Manager Brent Zajaczkowski said they knew that student users of the platform frequently watch YouTube videos, so the marketing team developed a targeted, full-funnel marketing campaign.
“By aligning our strategy to our customer journey — content and podcast ads to drive awareness, remarketing on YouTube for consideration and finally, search for the moment of purchase — we’re able to attract more of the right audience,” Zajaczkowski said.
But growth without retention isn’t growth.
Once a growth marketing campaign attracts the target audience, the key is getting customers to stick around. Zajaczkowski said Wyzant tests their strategies in a way that allows their team to learn and iterate on their ads and on-site experience.
“Through A/B tests and tools like FullStory and UserTesting, we learned that the best moment for us to show our YouTube pre-roll was when prospective students were viewing recreational, not educational, content,” Zajaczkowski said.
FullStory and UserTesting
What growth marketing trends are you watching in the year ahead?
Targeted, full-funnel marketing expands our reach to struggling students who haven’t yet considered personalized-learning as a solution. By aligning our strategy to our customer journey — content and podcast ads to drive awareness, remarketing on YouTube for consideration and finally, search for the moment of purchase — we’re able to attract more of the right audience.
Personalized and intuitive on-site flows support our marketing efforts by making the most of our initial marketing spend and improving the overall conversion rate. The reduced acquisition costs allow us to reinvest in further marketing efforts.
Personalized and intuitive on-site flows support our marketing efforts.”
How can product and marketing pros start leveraging these trends in their work?
Thorough user research helps teams understand prospective customers and determine effective ways to communicate with them earlier in the process. Using this approach, we identified the potential of remarketing through targeted YouTube pre-roll ads since many students turn to video for self-directed learning.
Then it’s important to test a strategy in a way that allows you to learn and iterate on your ads or on-site experience. For example, through A/B tests and tools like FullStory and UserTesting, we learned that the best moment for us to show our YouTube pre-roll was when prospective students were viewing recreational, not educational, content. Procrastination is apparently a good motivator.
