Symbaloo, Education SaaS Tool Revamps Social Media Strategy ~ Case study
Symbaloo is a visual bookmarking tool primarily used in K-12 school districts. Over a million teachers and EdTech educators use Symbaloo to discover, organize, & share resources with their students, parents, & faculty.
Why they reached out
Symbaloo had been posting on social media for years, but leadership felt there was never a clear return on their investment and wanted to try a new approach.
They wanted to get the Marketing floww project to identify new opportunities that they hadn’t tried before and to gain a clear understanding of how to quantify ROI from social media.
It was also important to Symbaloo that this new approach would take less time to maintain to help them stay consistent with it long-term.
Setting up a strong foundation
(to confidently track what’s driving results)
Built a detailed organic content strategy & paid ads plan
We interviewed several teachers within their ideal customer profile (ICP) and used that to build a detailed content strategy for Symbaloo. The content plan included:
Which platforms to prioritize based on their ICP’s behavior
Types of content to post to drives reach & engagement
Topics & hooks to use to drive action (sign ups)
Flexible ad budgets (considering seasonality)
Designed marketing assets & set up conversion tracking to know the ROI
Once aligned on the brand message & content strategy, we delivered several additional marketing assets to make it easy for a teacher to signup to Symbaloo & for us to track the source of the conversion. The marketing assets included:
Landing pages tailored to each ICP
Ad copy for remarketing & prospecting ads
Automated email sequences
Flyers with scannable QR code to the landing pages
Established a network of influencers & UGC content creator partners
Lastly, we identified a list of social media accounts with a reasonable following willing to promote Symbaloo in their feed. We set up a UGC Reel Guide to help streamline content creation requests and ensure every influencer we partnered with knew how to pitch Symbaloo using our messaging strategy. Floww handled everything from finding the accounts, negotiating the fees, and monitoring the ROI from content collaborations.
Strategic optimizations we made
(to 3x organic reach & convert 22% of all landing page traffic)
Landing page experience, especially on mobile
We doubled the landing page conversion rates by implementing various CRO strategies including offer testing, headline testing, social proof, & animation. Since the traffic came from social media, we emphasized the mobile experience to maximize results .
Automated email sequence to leads who didn’t signup yet
To avoid losing people during the time-consuming signup process, we inserted a short form asking for name & email on the landing page. This made it possible for us to continue to nurture people who didn’t finish setting up their account to come back to the platform.
Ad creative testing with dynamic copy & multiple hooks
To help us find the winning creatives, we built out multiple variants of reels that performed well organically to help us find the winning combination. Our variables were different people, hooks, and supporting ad copy text.
Some of our W’s
(a.k.a. WINS)
3x
total organic reach from the year before, gaining 700+ followers
22%
conversion rate on the landing pages, which was doubled with CRO
+858%
increase in engagement while posting less than half as often
We hired Floww Agency to help evaluate and improve our brand's social media presence and run some paid advertising.
From analysis, to campaign setup, to insights and reporting, they went above and beyond at every level.
Really impressed and would highly recommend them!
- Derek, Marketing Director
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