We worked with Target Test Prep (TTP), a GMAT and GRE test prep company, to plan and execute a comprehensive Reddit marketing strategy. TTP’s reputation was successfully established in Reddit communities relevant to their business and leveraged to promote their products and services. The practices developed for Reddit have further been applied to other online communities.
Identify how TTP can contribute value to the Reddit community, develop an efficient system for delivering value on a regular basis, and then leverage those contributions to promote TTP in an ethical way.
Our process began with comprehensive research and analysis of Reddit to identify where redditors are talking about the GMAT and GRE exams and how TTP can contribute value to those conversations.
/r/GRE and /r/GMAT were identified as obvious places for TTP to contribute, but we also found that redditors were talking about these exams in /r/MBA, /r/GradAdmissions, and other various subreddits.
Regardless of where the conversations were happening on Reddit, they were generally requests for help. Users were asking for help with a problem or clarification on how a certain aspect of the exam works. It was clear that TTP could simply leverage their expertise of the GRE and GMAT exams to answer these questions.
TTP was not the only Prep Company that had thought about engaging students on Reddit though. Other Prep Companies were answering questions in /r/GRE and /r/GMAT and promoting their business in the process. Success for TTP would largely depend on providing quality answers on a consistent basis and in a timely fashion. TTP could also answer questions with very little competition from other Prep Companies by regularly monitoring mentions of “GRE” and “GMAT” throughout Reddit.
The biggest challenge when working with experts like TTP is not their ability to contribute value, but their ability to do so consistently and efficiently. With TTP we setup a system for monitoring Reddit, identifying opportunities to contribute value, and creating content that provides that value.
Every day, we would check /r/GRE and /r/GMAT as well as perform various searches on Reddit to find the latest posts from students that need help. These opportunities were sent to the client so they could create responses. Responses were reviewed and edited by GroupSRC and then posted to Reddit. This was all done using email and Google Docs, resulting in a system where opportunities discovered in the morning were being responded to by the afternoon.
As TTP became more comfortable with the Reddit platform and more confident in their responses, they eventually took over this entire process in-house, making it even more efficient and timely. Being able to help redditors without any outside assistance from us was a major accomplishment in this campaign.
In addition to responding to students in the comments section, we also implemented a strategy of submitting posts to /r/GRE and /r/GMAT. The purpose of these posts was to test TTP’s content on Reddit and promote their blog by linking back to it. Most of the posts were excerpts from larger blog posts that were edited for the Reddit audience, which meant they were relatively simple to create and share on Reddit.
Our plan was to promote TTP through their username, comments, and submissions.
We chose the username “Scott_TargetTestPrep” for TTP to engage Reddit. “Scott” is the name of TTP’s CEO, which was important to give all of his engagement a personal feel. “TargetTestPrep” was included in the username so that anyone who engaged TTP on Reddit could see the brand name and look it up if they were interested in learning more. This is a very subtle type of promotion, but effective in that it allows more active users to find TTP on their own.
When responding to posts and comments on Reddit, TTP was instructed to mention their website or blog only when appropriate. If they had a blog post that answers a user’s question on a deeper level, they could link to it in their response. If a user was looking for a “diagnostic exam”, TTP could send them the link. There is a fine line between sharing valuable links an spamming on Reddit, so we trained TTP over time to recognize the difference and be responsive when sharing promotional links.
The strategy for submitting posts to Reddit was to proactively contribute value to /r/GRE and /r/GMAT instead of waiting to respond to requests. We did this efficiently by re-purposing content from the TTP blog and posting it directly to Reddit. These posts had a small promotional piece to them, which was a “source” link that directed users to the original blog post on the TTP website.
During our time with TTP, we achieved the following results for their business:
It was a pleasure to work with Target Test Prep. Their expertise in a given niche made them a great candidate for successful Reddit engagement. Our ability to teach ethical community engagement practices was enhanced by our experience in this project.
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