Helping a New Delhi Edtech Expand Nationally with Digital Marketing
Our client, a successful Edtech company based in New Delhi, India, had built a strong local presence offering online courses in various subjects, targeting students preparing for competitive exams. While they were thriving in their home city, they had ambitions to expand their reach across the country. The client needed help scaling their online operations to attract students nationwide and increase enrolments from regions outside of Delhi.
They approached our digital marketing agency to help them achieve their growth goals by expanding their brand visibility, driving traffic to their website from different parts of India, and converting that traffic into enrolments.
Problems
- Limited Regional Reach: Although the company was well-known in New Delhi, their brand recognition was low outside the local market. They wanted to become a national player in the competitive Edtech landscape.
- Scaling Online Advertising: While their local online advertising efforts were effective, they faced difficulty scaling these campaigns to target students from various regions of the country, each with unique language preferences and search behaviors.
- High Competition in the Edtech Space: The Edtech sector in India is highly competitive, with many national players offering similar services. The client needed a strategic approach to differentiate themselves from the competition and attract students from across the country.
- Localized Content: Most of the content on the website was tailored to the Delhi market, and there was a need to adapt the content to appeal to students from other regions with diverse educational needs and cultural nuances.
- Converting Visitors into Students: Although the client was attracting some traffic from other regions, the conversion rates were low, and the website wasn’t optimized to guide visitors from these regions toward enrolment.
Solutions
To help the client expand their Edtech services nationally, we devised a comprehensive digital marketing strategy that combined paid advertising, SEO, content localization, and conversion rate optimization. Here’s how we approached the project:
- Market Research and Audience Segmentation: We began by conducting detailed market research to identify potential target regions across India. By analyzing student demand for online learning, search trends, and competitor activity, we identified key regions where students were actively looking for online educational resources. We also segmented the audience based on factors such as language, age group, and preferred learning methods, allowing us to tailor our marketing approach for different regions.
- Localized SEO and Content Strategy: To increase the client’s organic reach across the country, we optimized their website for region-specific keywords. For instance, we targeted search queries like “online coaching for competitive exams in Bangalore,” “best Edtech platform for students in Maharashtra,” and “online classes for IIT-JEE preparation in Hyderabad.” Additionally, we created localized landing pages for each region, highlighting the courses and benefits most relevant to students in those areas.
To further boost visibility, we also developed blog content that addressed region-specific educational trends and needs. For example, we wrote articles about the exam preparation challenges faced by students in smaller towns and offered practical tips for success. This content resonated with students across the country, positioning the client as a trusted authority in the Edtech space.
- National-Level Paid Advertising Campaigns: We launched targeted Google Ads and social media campaigns to reach students across India. Using geo-targeting and interest-based targeting, we focused on students preparing for specific competitive exams, such as IIT-JEE, NEET, and UPSC, in various cities and regions. Our ads were tailored to reflect regional preferences, with some campaigns highlighting the success stories of students from smaller towns who had enrolled in the client’s courses.
We also ran retargeting ads, targeting students who had visited the website but hadn’t yet enrolled, with personalized offers such as discounted course fees or free trial lessons.
- Social Media Strategy for National Engagement: We revamped the client’s social media presence to engage a national audience. We created regionalized content that catered to different linguistic and cultural groups, ensuring that students from across the country could relate to the client’s brand. In addition, we hosted live webinars and Q&A sessions with subject matter experts to provide valuable information to students, build trust, and showcase the expertise of the platform.
We also collaborated with educational influencers and teachers who were well-known in various regions of India, enabling the client to reach students in cities and towns where they previously had little brand recognition.
- Optimizing Conversion Rates with Regional Focus: To improve conversion rates, we optimized the website’s user journey, ensuring that students from any part of India could easily navigate the site and find relevant courses. We added region-specific testimonials and success stories, which helped build trust with students from outside New Delhi. Additionally, we simplified the enrolment process, making it easy for students to sign up for courses regardless of their location.
We also introduced localized chat support, offering assistance in multiple Indian languages, which made it easier for students from different regions to interact with the platform and ask questions before enrolling.
- Email Marketing and Student Retention: We developed personalized email campaigns targeting students from different regions who had shown interest but hadn’t yet enrolled. These emails provided valuable content, such as exam preparation tips and updates on upcoming classes, keeping the client’s brand top of mind. We also implemented email automation to nurture leads, sending reminders and special offers to encourage enrolment.
Results
Our digital marketing strategy delivered outstanding results for the Edtech company, enabling them to expand their operations and successfully enrol students from across India. Key results included:
- Website traffic increased by hundreds of organic visitors monthly, with a significant boost in visitors from regions outside of New Delhi.
- Organic search traffic increased by 180%, thanks to localized SEO efforts and optimized region-specific content.
- Online inquiries and enrolments grew by 200%, as more students from different states discovered and engaged with the platform.
- Conversion rates improved by 160%, as the new landing pages, testimonials, and optimized user journey made it easier for students to enrol.
- PPC campaigns delivered a 3x return on investment, driving high-quality traffic and enrolments from across the country.
- Social media engagement grew by 300%, with more likes, shares, and followers from different parts of India, increasing brand awareness and trust.
- Retention rates improved by 27%, as personalized email campaigns and regular updates kept students engaged with the platform.
Conclusion
Through a well-executed digital marketing strategy, we helped this New Delhi-based Edtech company transform from a local success into a national player in the competitive online education space. By combining localized SEO, targeted paid advertising, social media engagement, and conversion optimization, we expanded their reach, drove enrolments, and positioned the company for continued growth.
This case study demonstrates how a strategic digital marketing approach can help even well-established companies break into new markets and scale their operations. We are proud to have played a pivotal role in helping this Edtech platform grow nationally and achieve success.