{"id":60796,"date":"2024-11-11T23:40:48","date_gmt":"2024-11-12T04:40:48","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=60796"},"modified":"2024-11-11T23:40:49","modified_gmt":"2024-11-12T04:40:49","slug":"tuni-edtech-digital-marketing-strategy","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/tuni-edtech-digital-marketing-strategy\/","title":{"rendered":"Tuni: How to Revolutionize EdTech Digital Marketing"},"content":{"rendered":"\n

Tuni<\/a> is an educational platform created by three students from Universidad de San Andr\u00e9s<\/a> in Argentina. After a year and a half of learning and fine-tuning<\/strong>, we\u2019ve come close to achieving product-market fit in the EdTech digital marketing space. In this post, I\u2019ll share how the integration of EdTech digital marketing <\/strong>and continuous measurement have been key to capturing audience attention and differentiating our value proposition. Join us on this journey to discover the insights driving Tuni\u2019s <\/a>success.<\/strong><\/p>\n\n\n\n

The Market and the Specifics of Education in Argentina<\/h2>\n\n\n\n

Argentina, with its context as promising as it is challenging, is key to our Edtech digital marketing strategy. Specifically, in private universities, there is a greater willingness to pay<\/strong> for personalized educational services compared to public institutions. We validated this hypothesis early on, and although we are considering expanding into the public sector in the future, our current focus remains on private university students. Additionally, to support those with scholarships, we are implementing an accessible pricing model to democratize access to our classes, which has resonated on social media<\/strong> through posts from people thanking us for these opportunities.<\/p>\n\n\n\n

From Idea to Reality: The First Steps of Tuni<\/h2>\n\n\n\n

In September 2022, Mart\u00edn, Federico, and I, Digital Business students, identified a latent need<\/strong> at our university: many of our peers were seeking support in programming and other subjects, but there was no platform to connect them with tutors who truly understood their needs. Seeing this demand reflected in messages and conversations<\/strong> around campus, we realized there was a real opportunity. We decided to professionalize and automate the booking of private lessons, helping both students and tutors manage their time more effectively. This is how Tuni <\/a>was born, with the concept of “by students, for students.”<\/strong><\/p>\n\n\n

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\"Tuni<\/a><\/figure>\n<\/div>\n\n\n

Our Organic and Product-Led Growth Approach<\/h2>\n\n\n\n

We chose organic growth as the best way to expand. We\u2019ve always kept a Product-Led Growth (PLG) <\/strong>approach in mind, based on delivering value before charging for it. With this in mind, we focus on generating traffic on Instagram and TikTo<\/strong>k. This is key to our EdTech digital marketing strategy. <\/strong>Our focus is always on our community, expanding from there by establishing long-term collaborations with nano-influencers and micro-influencers within our target market segment. Our goal is to increase ARPU <\/strong>(currently $100 per user) to $150 monthly per user, which equates to six tutoring sessions. Additionally, we place a high value on customer retention<\/strong>, as there are multiple interrelated subjects (prerequisites), so they\u2019ll continue choosing us if we provide significant value and support.<\/p>\n\n\n\n

Key Metrics and Tools for Success in EdTech Digital Marketing<\/h2>\n\n\n\n
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“Customer metrics provide a pathway to understand if you’re really solving their pain points or just missing the mark”<\/a> \u2013 Eric Ries, Hacking Growth.<\/p>\n<\/blockquote>\n\n\n\n

Continuous measurement has been essential to improving user experience and our platform’s performance. We use Google Analytics 4 and Google Tag Manager<\/a> to track key events, such as the booking process and the landing page’s effectiveness. It’s highly recommended because with simple visualizations, powerful insights can be achieved. Some of our results include:<\/p>\n\n\n\n