SmileTutor
Engaging multiple stakeholders (Case Study)
SmileTutor is reliant on 3 key stakeholders for sales: parents, tutors, and students. It needs to engage all of them meaningfully to stay competitive and they did it through a comprehensive content strategy.
Context
SmileTutor is a platform/marketplace that connects parents/students with qualified tutors. With no retail presence to draw crowd, SmileTutor has to rely entirely on its digital marketing strategy to not only stay competitive, but also just to survive.
Challenge
Being a platform business, SmileTutor has a huge challenge in needing to not only market itself to parents/students, but also to tutors. The stakes are especially high since the tutoring industry is highly competitive and with SmileTutor's business model, quantity in transactions is key to profitability.
As engaging existing customers is more cost effective than attracting new ones, the business needs to effectively engage all 3 stakesholders that it has successfully attracted in order to keep cost low.
Approach
To effectively engage all 3 stakeholders, SmileTutor has separate email newsletter subscription to each group of stakeholder, sending highly relevant content to every single group. These content are also posted on their website blog as seen here:
More than just blog posts, SmileTutor also uses social media to connect with its stakeholders. Their Instagram has seen good success, with its videos (tiktok style) and meme posts being highly popular with students.
Their Facebook account however, is a bit of a mess.
Rather than focusing on a single group of stakeholder like it did with students on Instagram, SmileTutor posts photos that targets everyone. It has memes, promotions and even recruitment ads for tutors.
This disengages all 3 groups of stakeholders unfortunately and their Facebook is now essentially just to showcase their high number of likes.
Results
SmileTutor has done well in engaging all 3 stakeholders with its content strategy and has seen them frequently manage thousands of transactions each month. The ability to continuously engage them not only keeps SmileTutor brand fresh in the stakeholders' minds, but it also helps the company reduce cost through retention.
The ability to continuously engage all 3 groups of stakeholders not only keep SmileTutor's brand fresh in their minds, but it also helps the company reduce cost through stakeholders retention.
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