The birth of Asia’s No 1 Online MBA institute
My name is Jitto Jose. I’m CEO and founder of DoptIT.com which is an exclusive digital marketing agency for higher education. I’m also the founder and trainer of internetleadstraining.com. This is a digital marketing training institute. I have been into digital marketing for the last 17 years.
My portfolio can be found at http://internetleadstraining.com/hire-me.php.
This client operated in the education industry for its initial 25 years and dealt with only offline ads like newspaper advertisements. The company had stopped all its offline ad operations and promotions by 2009 out of a wrong notion that the scope of the product was over. As they had stopped all promotions, they received no leads either.
It was at that time the digital marketing revolution began in the Indian education market and they happened to hear about the same. It was then I got appointed to the position of Digital Marketing Strategist of their product, in Oct 2011.
“When I took over the project, there was only a very basic website which provided them with not more than a lead per day. I’m going to explain below what I did to increase the lead count from 1 to 1 million, derive 40000 admissions out of it, how I got ranked No.1 Online MBA training institute and maintained the position over a span of 7 years.”
Development of Website, Mobile Apps, SEO, Analytics Integration.
For any successful campaign, we should have a very good impressive website. The website should load fast on a desktop, laptop, tablets and mobiles. I developed one such website and an Android/iPhone app for the same.
The website was developed from scratch with SEO friendly design and contents. For high ranking in Search Engines, the website should be developed as an SEO friendly one at the initial state itself.
Also, the analytics tool should be hooked up to the website before starting the online campaigns. This is used to track the website traffic and catch up various dimensions like location, age, sex, search keywords etc.
Start PPC Ads with Google and other vendors
The best quality leads are obtained from Search engine platforms. The scope of a product in today’s market has to be tested by initiating an online campaign over Google Search for a small test budget. We derived out that the product has life in the online market.
As the product had scope, the incoming leads have to be very well managed by channelizing through a CRM software.
Developed CRM, ERP and LMS software
I personally analysed and studied the whole system and developed CRM, ERP and LMS software. The incoming leads were caught in the CRM software and was assigned to the student counselors for processing. The higher management played the admin role to check the no of leads received, its quality, the conversion rate, performance of counselors etc
The LMS software closed the gap between the students and training institute. Students got their login details, study materials, wrote exams, paid examination fee, video tutorial access through the LMS software.
The CRM and LMS software were parts of the ERP I developed with a super admin role. I accessed the exam department, books dispatch department, LMS and CRM through the ERP software.
Started Facebook Page, Blogs, YouTube Channel
We started a Facebook page and has more than 145000 likes. The page gets maintained with latest news and events. Blog post is written once in a week related to the online MBA which proves beneficial to the students.
A YouTube channel was also started and now has 3500 subscribers.
I created more than 100 MBA webinars and uploaded to YouTube channel on a regular basis.
Lead Generation through Affiliate networks& Publisher Sites
With the infrastructure and human resources ready to process the leads at the background, we needed subsequent no of leads to flow in. I understood that the job sites have the right potential to deliver me the high-quality leads for the online training institute.So, I coordinated with the big players like Monster.com,Shiksha.com etc to reach my target audience. We worked on a cost per Lead business model with all of them there by we paid only for the quality leads. More leads at less cost was thus obtained at the fingertip.
Started In-house Email Marketing Campaigns
After completion of 1 year, we had collected a huge no of leads. We then started an in-house email campaign to all the previously collected leads on the latest updates, news and events,blogs,webinars etc. This turned out to be a remarketing strategy and the conversion rate became further higher.
Integrated browser push notification
This enables remarketing. We can re-target the old visitors by sending browser messages. Through this they might get interested and return back to our website and makes an inquiry.
Integrated online payment gateway
Integrated payment gateway system to enable successful completion of online admissions. This increased the no of conversions.
Developed video tutorials and organized live webinars
We initially couriered the study materials to students. But as it an online training program we created the PDF’s of all the study materials and created video tutorials in house. We uploaded them all to the LMS so that students can learn everything online. The LMS was enabled both on the apps and website.
Promoted Android and iPhone Apps’
We created the mobile apps. The promotions of the app generated too many leads. The leads generated from the mobile apps have high quality.
Attend Digital Marketing Conferences or Meetups in the Higher Education Scenario
Attended conferences regularly in India and abroad to update myself with the trends in the higher education market.I well-integrated these into our product.
Regularly visited big tier publishers like Google, Yahoo, Times Jobs, Monster, Rediff and other big players.
Started SMS and WhatsApp campaigns
Applied Big data concepts and Artificial Intelligence and Growth Hacking Technology.
We not just market the product digitally. Instead we develop and maintain the website and mobile apps from scratch, and also promote them through online campaigns and optimize effectively. We also develop the CRM to capture the leads and process them efficiently. We also try to understand the trends in the industry and enhance the product accordingly. We analyse the data and advice the management too ensuring a steady ROI.
If anyone is interested in the above activities and take your institution to the peak, feel free to contact me. I would like to take up only education clients and please excuse me for not taking up any calls for clients in any other sector.
