We are committed to making education either free or highly affordable: Sanket Narkar

Started as a YouTube channel by founder Alakh Pandey, ed tech company Physics Wallah went on to attain Unicorn status. The platform capitalised on the ed tech boom during the pandemic period and has continued to achieve incredible success in the post=pandemic period without traditional marketing methods. 

Physics Wallah has built a highly engaged community around their brand by providing high-quality educational content and making students feel heard and included. The brand has focused on community building as a means of solving the problem of user acquisition. This approach has not only helped Physics Wallah save money, but has also led to a much more authentic and sustainable growth trajectory.

In an interaction with Adully, Sanket Narkar, Head of Marketing, Physics Wallah, talks about the marketing strategies that have led to the tremendous success of the ed-tech company, various initiatives for student outreach, the company’s approach to data and analytics, and more.

How does Physics Wallah differentiate itself from other online learning platforms in the market?

Physics Wallah sets itself apart from other online learning platforms through several key differentiators. Firstly, our strong emphasis on gathering student feedback sets the foundation for continuous improvement and ensures excellence in education and delivery. By actively listening to our students, we are able to refine our content and teaching methodologies, resulting in a positive community impact and a reputation for delivering high-quality education.

Additionally, we prioritise making content accessible to all students. This is a guiding principle that drives our course offerings. We provide a wide range of courses – both free and paid – catering to students of different backgrounds and needs. We understand the importance of affordability, and we strive to maintain cost-effectiveness without compromising on the quality of education. This allows us to reach a diverse student population and ensure that education is accessible irrespective of socioeconomic status.

What marketing strategies have been most effective in reaching and engaging the target audience of Physics Wallah?

To effectively reach and engage our target audience, Physics Wallah has implemented a range of mostly organic and effective marketing strategies. One key strategy is our dynamic approach to launching batches and modules based on student demand, offering competitive pricing without compromising on quality. We harness the power of popular social media platforms, including YouTube, Facebook, Instagram, and Telegram, to connect with our audience and foster a thriving community. We have 23 million students on our YouTube channels alone. Our social media strategy focuses on organic reach and engagement, creating valuable and interactive content to captivate and educate our target audience. Collaborating with over 2,000 micro influencers through video live sessions has proven to be another successful strategy for us to distribute information on courses and offerings, allowing us to tap into their reach and engage with their followers effectively.

Could you provide examples of successful marketing campaigns or initiatives that have helped increase brand awareness or drive user acquisition for Physics Wallah?

We do not use the word ‘user’, they are our “students” – our core, so we try to constantly run campaigns which will help them in their educational journey. Our biggest campaign is annual education festival, ‘Vishwas Diwas’, where students are counselled, heard and are provided with scholarships at the start of academic year. More than 1 lakh student join it live concurrently. Additionally, we develop crash/ one shot courses during peak exam seasons and as per the specific requirements in the educational journey to provide intensive and focused study materials to students. These courses include comprehensive study plans, live classes, and practice tests designed to help students revise and prepare effectively. Physics Wallah has launched scholarship programs that offer financial assistance to deserving students. These programs not only provide an opportunity for students to access quality education, but also generate positive word-of-mouth and brand recognition. Referral campaigns have been implemented that incentivise existing students to refer their friends and peers to join Physics Wallah.

How do you effectively reach and engage with students and educators in different regions or countries?

When it comes to reaching and engaging with students and educators in different regions or countries, Physics Wallah adapts strategies to cater to their specific preferences and needs. In India, we understand the importance of regional languages. To cater to diverse linguistic preferences, we have established five vernacular YouTube channels. These channels provide educational content in regional languages, making it more accessible and relatable for students in different states and region. Physics Wallah’s offline institutes, known as Vidyapeeth, are strategically located in over 60 cities across India. These institutes provide students with the opportunity to attend physical classes, interact with educators, and engage in face-to-face learning experiences. This offline presence enables us to connect with students at a local level and understand their unique requirement.

Additionally, we organise engaging events like ‘Aarambh’ and ‘Aagaz’ to foster connections with students and educators in various regions. These events provide a platform for interaction, knowledge sharing, and guidance, ensuring that we stay connected with the educational community in different cities and regions.

What role does content marketing play in the overall marketing strategy for Physics Wallah? How do you create and distribute valuable content to attract and retain users?

Content marketing is a cornerstone of Physics Wallah’s overall marketing strategy. It serves as a powerful tool for creating awareness and retention, providing valuable educational resources. We produce an extensive amount of educational content, with over 8,000 hours generated every week. This content covers a wide range of subjects across more than 25 categories, ensuring comprehensive coverage of educational topics. YouTube Channel and Mobile App: Our content is made easily accessible through our YouTube channel and mobile app. Students can watch videos and access learning materials at their convenience, whether they prefer to learn on their desktop or mobile devices. Our educational content is top not quality for both paid and free batches. With paid batches, students get extra features, but content for both remains the same. Through strategic distribution and accessibility, we foster student engagement ensuring that Physics Wallah remains a trusted destination for students seeking educational excellence.

How do you leverage social media platforms to connect with your target audience and promote Physics Wallah’s offerings?

We actively engage with our audience through social media by responding to comments, messages, and inquiries. By fostering two-way communication, we build a sense of community and establish a rapport with our followers. We understand the popularity of memes and utilise them strategically to create relatable and entertaining content. Meme marketing helps us connect with our audience on a more casual and lighthearted level while promoting our brand and offerings. Motivational content helps to inspire and encourage students in their educational journey. Social media platforms serve as a valuable channel to share important updates, such as course launches, upcoming events, and new features. By keeping our audience informed, we ensure they are up-to-date with the latest offerings and opportunities.

What strategies do you employ to convert potential users into paying customers for Physics Wallah?

To convert potential into paying students, we employ a range of effective strategies. We provide the first class free of charge, allowing potential customers to experience the exceptional quality of our education. Our Net Promoter Score (NPS) reflects excellent customer satisfaction, and we greatly benefit from positive word-of-mouth referrals and our refer-and-earn policy.

How do you use data and analytics to inform your marketing decisions and optimize campaigns for Physics Wallah?

Where there is data smoke, there is business fire. However, data is like garbage, you should know what to do with it before you collect it. Data and analytics are integral to shaping our marketing decisions and optimising campaigns to better understand students’ needs. We recognise the immense value of data and ensure that we collect it with clear objectives in mind. Our approach revolves around utilising data-driven insights to gain a deep understanding of student needs, track their behavior, effectively manage content, and identify emerging trends. By leveraging data, we are able to implement Data-Driven Remarketing and Inbound Promotion (DRIP) strategies, provide targeted counseling services, and make informed marketing decisions.

In a rapidly evolving market, how do you ensure that Physics Wallah’s marketing strategies remain relevant and effective?

I firmly believe in the power of constant experimentation. We embrace a mindset that encourages trying new things, even if it means accepting the possibility of failure. Through our approach of experimenting with different strategies or initiatives, we understand that not every attempt will yield the desired results. However, it is essential to view failures as valuable learning opportunities. By analysing and understanding the mistakes we made, we gain insights that help us refine our strategies moving forward. Our goal is to identify the successful experiments among the many we undertake and scale them to drive significant impact. This philosophy allows us to stay agile and adaptive in the ever-evolving landscape of the ed-tech industry. By being open to trying new ideas, embracing failure as a stepping stone to success, and focusing on scaling what works, we continuously strive to improve and deliver the best possible outcomes for our company and our students.

What is your long-term vision for the marketing of Physics Wallah, and what steps are you taking to achieve that vision?

At Physics Wallah, our marketing objective has consistently been to reach out to students in India, conveying the message that access to quality education should not be hindered by financial constraints. We are committed to making education either free or highly affordable, ensuring that students from all backgrounds can benefit from our offerings. To achieve this objective, we focus on building a sustainable organic funnel across all categories. By leveraging our extensive educational content, including videos, courses, and study materials, we aim to provide valuable resources that are accessible to students at no or minimal cost. We are building a legacy brand based on our core principles of inclusivity, affordability, and sustainability.