Guardians Ed Tech

The Challenge

Overcoming Limited Brand Awareness and Generating Quality Leads in a Competitive Education Market

‍Guardians EdTech, a pioneering initiative by the Guardians Group of Companies, wanted to expand its reach and generate quality leads through social media platforms like Facebook and Instagram. Despite being a recognized name in the education technology sector, they faced challenges in effectively reaching and engaging their target audience—students, professionals, and academic institutions—in a crowded and competitive landscape.

Key challenges included:

Generating Quality Leads: The primary goal was to drive leads for their specialized training programs, focusing on conversions that could turn into paying students or institutional partnerships.

Limited Brand Awareness: Despite offering specialized training in Clinical Research, Medical Coding, IT Courses, Soft Skills, and Aptitude Enhancement, Guardians EdTech was still growing its digital presence.

Engagement with Diverse Audiences: The target demographic included students, professionals, and educational institutions, all with varying needs and interests, making audience segmentation complex.

The Solution

Targeted Social Media Campaigns and Optimized Lead Generation Strategies to Drive Engagement and Conversions

To address these challenges, Guardians EdTech partnered with Digital Ashique, a digital marketing consultant specializing in lead generation and social media campaigns. The strategy was designed to create brand awareness, drive engagement, and ultimately generate high-quality leads for Guardians EdTech’s various educational programs. The solution comprised the following steps:

a) Audience Segmentation and Targeting

• Customized Ad Campaigns: Based on a comprehensive analysis of target audience personas, ads were tailored to speak directly to students, professionals, and institutions. Demographics such as age, profession, academic background, and geographic location were leveraged to ensure the most relevant content reached the audience.
• Lookalike Audiences: Using Facebook and Instagram’s advanced targeting tools, the campaign utilized lookalike audiences to find users similar to existing customers or those engaging with the Guardians EdTech website.

b) Engaging Content Creation

• Visual Campaigns: The creative team developed engaging visuals and video content that highlighted the unique offerings of Guardians EdTech, such as university certifications for clinical courses, skill enhancement programs, and career opportunities. Testimonials from students and industry professionals were also included to build trust.
• Interactive Content: To engage users, polls, quizzes, and interactive stories related to career options, skill enhancement, and job readiness were featured. This encouraged user participation and boosted engagement rates.

c) Paid Media Strategy

• Facebook & Instagram Ads: The campaign utilized a mix of carousel ads, video ads, and lead generation forms directly within the platforms, allowing users to easily submit their contact information for more details on programs.
• Retargeting Campaigns: Users who interacted with initial ads or visited the website but did not convert were targeted with retargeting ads offering more information, discounts, or free consultations to drive conversions.

d) Lead Generation Strategy

Landing Pages: For users who clicked through to external pages, the campaign directed them to purpose-built landing pages that were optimized for conversions. These pages provided detailed information on specific courses, pricing, and success stories.

Lead Forms: The campaign utilized Facebook and Instagram’s native lead form tools to collect contact information directly from the platforms. These lead forms were optimized with minimal fields and clear calls to action, ensuring higher conversion rates.

The Result

Achieving Over 7.3 Million Reach, 46 Million Impressions, and 50,000+ Quality Leads with a 30% Reduction in Cost Per Lead

The social media campaigns for Guardians EdTech achieved impressive results over the course of one year. The metrics outlined below demonstrate the effectiveness of the strategy in generating brand awareness and quality leads:

• Total Reach: 7,364,968 users
• Total Impressions: 46,463,872 impressions
• Total Spend: ₹20 Lakhs
• Lead Generation: Over 50,000 quality leads collected for various courses, including Clinical Research, Medical Coding, IT Courses, Soft Skills, and Aptitude Enhancement.
• Conversion Rate: The conversion rate from lead generation to actual enrollments was significantly higher than industry benchmarks, thanks to precise targeting and well-optimized lead capture mechanisms.
• Engagement: The campaign saw an overall engagement rate of 4.2%, surpassing typical industry standards for education-related campaigns.
• Cost Per Lead (CPL): The cost per lead was reduced by 30% over the course of the campaign through continuous optimization and retargeting efforts.

Key Achievements:

Social Media Influence: Guardians EdTech’s social media presence on Facebook and Instagram grew substantially, with a 150% increase in followers and a noticeable increase in organic reach as a result of the ads.

Increased Brand Recognition: Guardians EdTech saw a dramatic increase in brand awareness across India, establishing itself as a trusted leader in the field of specialized training and certification.

Successful Lead Conversion: With an improved lead nurturing process, the campaign helped convert many leads into paying students for both short-term courses and long-term programs.

The social media lead generation campaign for Guardians EdTech, executed by Digital Ashique, proved to be a resounding success. Through smart targeting, compelling creative, and optimized lead capture strategies, the campaign not only increased brand visibility but also significantly contributed to lead acquisition and student enrollment. With a carefully crafted mix of paid ads, organic engagement, and retargeting, the project exemplified how targeted social media marketing can drive measurable business outcomes in the education sector.

Guardians EdTech now stands as a strong digital brand in the education technology space, with a growing community of students and professionals benefiting from its innovative programs.

The result: A seamless and rewarding transactional experience, exceeding expectations 🙂