Organic growth is created by adding new clients or more business from existing clients. It is essentially expanding the business from within using the resources we have, including skills, knowledge, experience, relationships and other tools. My suggestions for the Organic Growth Strategy for CampK12 are as follows: -
- Researching the target clients - With research results in hand, we will be in a position to focus on a specific niche. While some may say it seems counter-productive to narrow the focus, instead of widening it, there are some significant benefits to doing so.
- Brand’s unique voice and differentiators -
Three things make a high-value differentiator:
- Truth
- Relevancy
- Provability
Is what we are claiming true? Is it relevant to our prospect? Finally, is it provable? The least effective differentiators are those that offer no direct benefit to the client. No one particularly cares how long we’ve been in business or our claims of having “the best people” unless we have a unique voice among our competitors.
3. Making sure marketing techniques fit the potential clients which is where the research will come in handy. The data will tell us how our target prefers to receive information. This will go a long way in helping us focus our marketing budget on the most effective channels. Almost every firm tracks the basics such as new clients, revenue, and profitability. However, we should also track variables related to the marketing process.
4. Content Strategy - The first step in implementing an effective content strategy would include assessing ourselves. To assess ourself, we need to:
- Collect our current metrics.
- Number how many leads originated from our website.
- Discover what portion of those leads are qualified.
- Collaborate with sales and marketing team.
- Develop materials and concepts that can used for premium content
In the next phase, we will have to create the ideal Buyer Personas, for which we’ll need to:
- Determine who our three most typical customers are.
- Take note of the common solutions to their needs.
- Find what percentage of them are qualified.
- Collect relevant information about our customers.
- Outline our buyer persona purchasing habits
Creating the right campaigns for our ideal Buyer Personas is crucial to a successful campaign. We will also need to utilize SEO (search engine optimization) and understand the impact it has on our Inbound marketing efforts and will have to engage in in-depth keyword research to identify best ranking keywords for SEO.
- Note the common solutions to our ideal customers’ needs.
- Layout the titles of offers like ebooks, blog posts and social headliners.
- Develop a content calendar with the associated social media promotional content.
- Determine precisely what platforms and tools we will need to implement an inbound campaign.
5. Other Marketing Strategies - Email marketing is one of the oldest but still most successful digital marketing tactics. Compared to other industries, the effectiveness of email marketing within the education industry outperforms its effectiveness in other verticals. If emails are tailored to recipients’ interests and pain points, engagement and replies will increase in kind. We can automate email marketing by managing email creation and sending, list segmentation, and lead generation forms with an Email Service Provider (ESP) like Mailchimp or more advanced solutions like Hubspot, Marketo, or Pardot. These tools will also provide in-depth analytics about the performance of email marketing. We have to make sure that all email marketing standards are followed so that we do not get flagged for spamming users. We also need to ensure that the mail list we’ll use is accurate to minimize bounce rates.
6. Tailoring message on how our Product Solves the Problem -
Video is a flexible and engaging content format that not only captures eyeballs but is easy to share across various platforms. Video traffic accounts for more than half of worldwide Internet traffic. We can show how students and teachers are using your platform. We can also promote video testimonials and host them on your website.
Social media platforms represent the easiest way of promoting EdTech solutions. In addition to posting on our feed or solution pages about the solution, we should also try promotions through different groups that contain the right kind of audience. A social media management tool like Hootsuite can make the creation and sharing of your content on social platforms easier to administer.
7. While mapping buyer journey can be a time-consuming process it’s an essential piece of our organic growth strategy. We can find out where our customers are entering the funnel, what are the key triggers for moving them along it, as well as where the leaky holes are that need to be plugged. Here are the steps to buyer journey mapping:
Top of Funnel:
- Researching what our buyer personas are looking for in the Awareness Stage. Planning content ideas for buyer personas in this stage. Identifying the most suitable content format based on the resources.
- Devising content concepts for buyer personas in the Consideration Stage
Middle of Funnel:
- Outlining what the buyer personas are searching for in the Decision Stage
- Devising content concepts for buyer personas in the Decision Stage
Bottom of Funnel:
- Outlining what the buyer personas are searching for in the during Customer Stage
- Brainstorming content concepts for buyer personas in the Customer Stage
Prepared By - Prashanta Purkayastha
