Mentorrd EduTech: charting new territories through social media marketing

What is it about?

It was late April 2021, and Mr. Srinivas Rao, the co-founder & director of Mentorrd EduTech, India, was contemplating the journey of more than five years. Much had changed since the startup Mentorrd Education Technologies Pvt. Ltd. (Mentorrd EduTech) was launched in 2015. From being an online artificial intelligence (AI)-based tool for analyzing and building resumes, Mentorrd expanded to specialized premium services for career development catering to MBA aspirants from India to international markets. However, during the same time, many problems had also started showing up. The competition had increased, and conversions became difficult. Mentorrd generated 83% of its leads through Google Ads pay per click (PPC) advertising. But now, the increased competition made PPC costlier, where Mentorrd started at INR 12 per click but was now paying INR 54 per click. The customers also were only limited to searching for keywords; hence actual lead conversion was minimal. Mentorrd was present on different social media platforms and had developed an audience: LinkedIn (close to 10,000 followers), Facebook (1,600+ followers), and Twitter (numbers), but conversions from there were only contributing to 7% of the total revenue. Mr. Rao wondered that with a change in demand from general review services to specialist resume and interview preparation services such as MBA, he would have to develop a sound social media strategy integrated with the current Google Ads usage to maximize their reach to the target audience and generate conversions. He had a limited social media marketing budget of INR 250,000 for this year, which he wanted to utilize most effectively but wasn’t sure whether to spend only on one platform (LinkedIn / Facebook / YouTube) or a combination of platforms.

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