Upgrad LinkedIn Marketing

Submitted by

Shamim Rehman
Registration No: 11700825

BACHELOR OF BUSINESS ADMINISTRATION- MASTER OF

BUSINESS ADMINISTRATION INTEGRATED

Mittal School of Business

LOVELY PROFESSIONAL UNIVERSITY

Phagwara, Punjab

August, 2020
ABOUT THE COMPANY

upGrad started in 2015 with the conviction that in an ever-changing industry, professionals got to
continuously upskill themselves so as to remain relevant. Since then the company have always
focused on building an excellent online learning experience by collaborating with the proper
universities and industry partners. upGrad has steadily built a robust network around our
learners. Starting with its first program in Entrepreneurship, upGrad has created a number of
India’s largest online programs to assist thousands of pros achieve their career goals within the
areas of data technology, and management. upGrad believes that online learning platforms
shouldn't be just a content library. It’s all about creating a fully immersive learning experience
for everyone - anytime and anywhere.

Vision: Building Careers of Tomorrow

Mission: To provide opportunities to advance your professional journey through rigorous

online programs that offer personalized support, developed in collaboration with best in class
faculty and industry professionals.

EXEXUTIVE SUMMARY

By recognizing the increased demand for online learning, upGrad launched a number of online
programs in new areas to attract a broader audience. As they furthered their proposition of
'lifelong learning,' they identified a valuable opportunity with LinkedIn to create awareness about
their new program offerings and establish trust among working professionals.

upGrad select LinkedIn because professionals on LinkedIn often seek opportunities to grow their
careers and become more successful and an ideal setting for upGrad’s ‘lifelong learning’
proposition and one more reason is LinkedIn members are 2x more intent driven and 1.7x more
receptive to ads a chance for upGrad to deliver better engagement with aspirational content.
LinkedIn’s array of targeting options are an efficient thanks to reach non-traditional learners and
nurture them along their deciding journey.
Implemented a classy targeting approach with their lead gen campaigns to succeed in specific job
titles, roles, behaviours, and interests and also created a healthy balance between their organic
content and sponsored posts to succeed in and nurture net-new prospective learners and that they
have consistently monitored campaign KPIs and optimized messaging, creatives and targeting to
seek out their sweet-spot. Finally, The marketing team at upGrad has embraced ,a embraced a
long- term test and learn approach and are always optimizing their messaging and creatives.

Steps taken by Upgrad

1) Upgrad started its Linkedin marketing to strategy to build awareness about its courses
amongst working professionals and ambitious students and also for strategic outreach.

2) Upgrad started a Always-on content marketing strategy to target customers. Always-on

content marketing- An ongoing, non-campaign approach that aims to create remarkable brand
experiences at scale through systematic optimization, wherever opportunities to create a
remarkable experience might occur.

3) For awareness, Upgrad created a solution oriented content around recurring professional
debates and topics discussed often.

4) For consideration, Upgrad started an initiative called student mentor and success stories for its
customers where they interact witrh industry professionals and post success stories on their
social media handles.
Problems

1) In the conversion stage, Upgrad made a blunder in pricing where they called EMI of Rs 8896
as monthly take away of coffee.

2) They should also increase their marketing on instagram as in India 100 million+ users are on
instagram compared to Linkedin which has 62 million users.

Outcomes

Results
A combination of the right platform, a strategic approach and finding a responsive target
audience has helped upGrad unlock their marketing goals on LinkedIn.
• 56% increase in unique visitors to upGrad’s LinkedIn page
• 87% increase in organic following in just 60 days
• 2.3X lift in brand mentions on LinkedIn
• 20% decrease in cost-per-lead
• 2X improvement in the lead-to-enrolment numbers

Conclusion
The strategy of linkedin is going well which is always on content marketing, as their latest
campaign which they released across platform is garnering views and gaining considerable
success and also they collaborated with Youtuber Beyounick and you can see people relate with
it. that is the major factor when people can relate to your content you can taste success.
checking the youtube comments of the campaign video the comments were positive and people
were ready to enrol for their courses to gain a new skill.