Launching a brand and making sure the marketing achieves what you want it to do is always the most difficult part of launching a new business.
Your gut instinct is “this is what the market wants”. We’ve done the testing and research with focus groups and these confirm our gut is right, but until you launch it out into the real world, you are never sure if you have got it exactly right…
When the day came to launch last week, we “pressed the button” to go live on our marketing plans. However, like all the best laid plans, it takes time for a brand to be understood, recognised and trusted. Real world adjustments are required to make sure the value proposition we have makes sense to the end user we are targeting and that they understand this and want to join us on the journey.
Therefore this week’s blog is about the issues of messaging to your audience and building up trust and credibility.
When we launched our marketing plan we broke it down into 4 key focuses:
1. Social Engagement including MyMarketology Labs (a YouTube channel updated weekly)
2. PPC rollout in social and Google channels
3. Offline PR locally and Nationally
4. Onsite Conversion Metrics
Online Training is a competitive market and we knew when we were building the business that we needed to stand out with our content and approach. Our main marketing focus on launch was to prove this uniqueness and quality of product to the end user by providing our Digital Marketing Course free of charge. This allowed users to try the courses before they signed up for a Pro Membership. The Paid marketing was focused at encouraging signups to our landing pages (seen below) to then convert on a very simple registration form.
Our bounce rate was phenomenal and in the first week was under 10%:
Landing Pages Bounce rate was:
With a site wide bounce of:
However there was an issue. Although the bounce rate was fantastic we weren’t transitioning users from reading our proposition to converting for the service at the rate we would expect. Web visitors were looking at the information on the site and then taking time to visit multiple pages. However they did not sign up to access the free course at the levels we would expect – it was free after all!
Problem. Something was putting off our visitors.
We had numerous internal meetings and also inquired with users to try and understand what the causes could be. The result of these meetings, conversations and analysis of the marketing was we weren’t clear enough on the value a visitor would get by spending time going through the courses.
Our homepage and key landing pages focused on where you wanted to get to in your career rather than the actual course itself. Further, our landing pages were focused on the business rather than the value the visitor would get from doing the courses. In Google Analytics we found people were exploring the site and returning to the homepage to eventually exit here after 5-6 pages viewed. Clearly they were interested but were trying to find the value of spending time signing up and studying the courses.
We had made a big mistake.
We had forgotten during the website build the value proposition for the user. We were speaking about the product and potential rather than what the user gets now from taking the time to do the courses.
Based on this knowledge we quickly changed the homepages and our PPC landing pages to focus on this value:
Learn new digital marketing skills, with expert-led online video tutorials– anytime, anywhere and get CPD Certified
The result of this change was that we saw an immediate increase in conversion rate from our site. Instead of driving users around the website we also went a little more aggressive with our call to action to ‘register for free’ rather than ‘browse our courses’.
Below is the new higher converting homepage based on our research and information from analytics and users:
As well as our onsite issues we have started to heavily focus on building a brand via beneficial content that can help our target market. We felt we could do this in a number of ways and dressed up the approach under the sub brand of MyMarketology Labs.
We have just launched our first MyMarketology Lab video here and have been in touch with some of users to find out their biggest issues and queries as we begin launching our FAQ responses on the Lab as well. Here is one of the emails we sent to users to help us answer the key questions marketeers have:
The response to this email was fantastic with 82% response rate to the email. Also the responses we received were extremely beneficial in guiding our content and future resources. Check out some of the responses so far:
This content proved invaluable. Not only did it give an insight into the pros and cons of the platform so far, but it also showed the issues our users faced in their jobs daily. This meant we could provide a helpful response which would hopefully help others facing the same issue.
The whole aim with the MyMarketology Labs is to:
1. Produce brand credibility
2. To produce good value content that is useful to our target market and build up brand engagement and social sharing.
We launched our first MyMarketology Lab last week and the objective is to use video content to support our users. Each Friday we are releasing a detailed insight video run by our Head Marketologist Tony. We are also going to be regularly releasing FAQ lab videos responding to marketeers and our users common questions and issues. Stay tuned to see how this impacts our user growth and brand over the next few weeks.
Regarding the social channels, we’re still in the process of testing and understanding our paid ads across Facebook and LinkedIn, and we will complete a more in depth blog post about this later down the line when we have some useful analytics to share with you.
See you next week!