[WEBINAR] “Growth Hack” Strategy for the Education Industry and Solutions to Improve Brand Position
The webinar “Growth Hacking in the Education Industry” 2023, an event dedicated to the education sector, took place on March 21. The event was attended by leading experts in Communication – Marketing, representatives and experts of Meta and Novaon Digital.
The webinar with the theme “Learn how to “hack” growth for the education industry” was organized by Meta with the exclusive companionship of Novaon Digital, where leaders, industry experts and marketing media agencies can participate to share and remove obstacles in the education market. direct exchange to accumulate more useful knowledge.
With the special presence of Novaon Digital, the Agency has made many impressive contributions to the communication and marketing industry. In 2022, Novaon Digital was honored to receive the Meta Agency of The Year award in the Business Messaging category. Novaon Digital’s exclusive participation in this webinar by Meta will bring education brands a comprehensive brand experience, especially in the context of digital technology.
Growth hacking to capture the market, “occupy” the position is a hotly discussed topic
Representatives of leaders and experts from Meta and Novaon Digital, including: Mr. Le Viet Hai Son – Vice President – CEO of Novaon Digital, Mr. Khang Huynh – Key Account Manager Vietnam, Ms. Mia Nguyen – Key Account Manager Vietnam, Ms. Tu-Van Tien – Client Solutions Manager Vietnam, Ms. Tran Le – Agency Partnent South-East Asia brought interesting discussion topics.
1. Markets and Opportunities
In this section, participants listened to in-depth research on the business field of the education industry, the impacts on the industry as well as behavioral trends and needs of target customers. Specifically, information about the research of target groups in the education sector is as follows:
K12 market: There are many segments of students and needs (Extra learning, exam preparation, supplementation).
Edtech Sector:
Diverse offerings cater to a variety of needs. Some key segments include:
- Early Childhood Education
- K12 System (Primary to High School)
- Learning Management Systems
- Language Learning
- International Test Preparation
In the context of increasing Internet usage, Edtech continues to grow strongly and has plenty of room for further development.
University Pathways: According to surveys, the keyword “University” has been mentioned since early May, while “Study Abroad” peaked in July. A new niche industry is striving for more market share.
Understanding Behavior: Reaching parents and students with effective communication strategies.
Lastly, speaker Mr. Khang Huynh, Key Account Manager Vietnam, pointed out new directions and trends that education businesses can leverage to capture opportunities and effectively reach their target customers.
Illustration: GWI Report 2021-2022 on customer access to information.
2. Winning Top-of-Mind
In this section, speaker Ms. Mia Nguyen, Key Account Manager Vietnam, shared how education businesses can connect with customers to drive business results through Meta’s brand-building connection tools. This toolkit is built using AI-powered machine learning technology and includes:
- Connected Distribution: Select the best ad formats for effective delivery. A key platform that education brands cannot overlook is Brand Marketing, which requires precise targeting, frequency, and duration. By optimizing for multiple objectives and running various marketing campaigns on Meta, brands can unlock numerous opportunities for engagement and increase touchpoints.
- Connected Storytelling: Convince audiences with compelling videos and content. Meta is transitioning toward a video-centric social media ecosystem with highly interactive experiences.
- Connected Data: Measure and strategize through metrics and experimentation. Brands need to adopt a long-term brand-building approach that will deliver immediate results. A notable point in this section was the speaker’s emphasis on frequent testing, sharing the statistic: “Running 15 experiments in a year can achieve 30% better ad performance.”
Illustration: Activate the brand to connect through the platform and increase the resonance effect.
3. Diversifying Lead Sources
In this segment, speaker Ms. Tu Van Tien, Client Solutions Manager Vietnam, provided insights and strategies for education businesses conducting marketing campaigns during the digital transformation era, including:
- Reaching people on the platforms they use: Connect with potential customers through their preferred communication methods – forms, calls, or messages.
- Finding high-quality leads at scale: Improve lead quality through integrated tools, optimization methods, and features.
- Supporting customers at every stage: Nurture relationships with potential customers throughout their journey, from discovery to purchase.
The speaker shared specific metrics and methods for optimizing high-quality lead sources, helping education brands to maximize their marketing efforts.
Illustration: Future Meta lead generation.
4. Driving Efficiency & Scale
The presentation of the speaker Mr. Le Viet Hai Son – Vice President – CEO of Novaon Digital created a lively exchange with the content of sharing to promote efficiency and scale, balanced experiences between Branding and Performance for the education industry.
Instead of approaching the target customer group in the traditional way as before, education businesses need to understand 3 factors:
Apply technology to marketing activities to increase the speed of scale as quickly as possible, along with data management, minimizing advertising costs. The principle of technology application needs to be minimalist but must be methodical with two methods: CRM system integration and automation.
- With Novaon Digital’s CRM system, businesses operate quickly and turn around in a timely manner even during the peak enrollment period.
- With automation with NovaonX: The service industry requires a lot of advice, customers want to find out information quickly. Customers often find out information outside of business hours. So. It is essential for education businesses to automatically answer to optimize personnel and meet customer needs.
Applying content creation to media and advertising activities with the principle of promoting creative: User is creator.
- User-generated content: Motivate content creators from taking advantage of young, genZ, and creative customers. In addition, parents with children in this age group are also very interested in information on Social Media and Word of mouth. Targets that can be exploited: students/parents, former students/former parents, teachers can all bring reliable and convincing information.
- Creative Format helps promote UGC: Short video with Reels (Signature Dance), AR format (Pokemon Go), Trivia games (School Competition).
Applying a long-term marketing strategy for businesses with the principle of building brand experience is the ultimate goal, balancing branding & performance.
- Set aside 5% of the budget: Medium- to long-term testing. This group of budgets was not immediately evaluated. Planning a number of medium- and long-term personnel target groups to help balance operational efficiency.
- Mixed KPIs for two teams: Branding and Performance exchange to increase operational efficiency and achieve goals.
- Customer interview survey: Tends to interview qualitative issues, so MKT can understand more deeply the customer’s insights to give specific targets and goals.
In the process of upgrading the customer experience, always looking for new solutions, applying more technology elements and creating content, to increase maximum efficiency and create a more positive experience for customers in the education industry has been consistently acted upon by Novaon Digital.
In the webinar “Growth Hacking in the Education Industry“, participants have gained more knowledge about brand experience, know more about the current situation of the education industry market as well as grasp future development trends.
The event organized by Meta with the exclusive companionship of Novaon Digital has brought a complete picture of Marketing in the education industry, contributing to building a comprehensive development environment for cooperation between businesses and agencies. Most importantly, with the sharing of experts and representatives of Novaon Digital, it has helped businesses have the opportunity to “break through” growth thanks to the strategy of establishing long-term relationships with target customers by improving their brand experience.
