Strategic 360° Marketing

Wasim, a licensed professional engineer wanted to increase sales of his online course, which provides exam preparation resources to help examinees better prepare for the latest CBT format of the FE Electrical & Computer and PE Power exam. He was looking for a strategic marketing partner to help him with 360° marketing. This is where Think Orion came in, and, in just one year he went 10X in sales. While the online course had an excellent combination of pure value and raving students, a key parameter in the formula of online course selling was missing. Scale.

The Approach

In the online education industry, leads are the most important metric to aim for. Most courses sales will come from your email marketing and that makes lead generation the most important acquisition strategy. The hard part is to focus on quality leads that can be turned into course buyers. They’re a key part of the marketing and sales efforts in order to grow revenue. Continuing in failing to generate highly qualified ones, Study For FE would have burned the demand-generation budget, wasting marketing effort and valuable time to improve content further.

The Process

Some of the key marketing tactics we focused on included:

• Crafting a customer journey that illustrates the needs and motivations at every stage of the buyer journey.
• Launching laser-focused ad campaigns and variations with different creatives, demographics, and buyer personas, which automatically prioritized the winners for further email nurturing.
• Our lead scoring model identified the leads’ purchase intent, and we were then able to place them in the proper nurture funnel to be warmed up and prepared for sales.