If you’ve dabbled in marketing before you may be familiar with concepts like personas, target audiences, sales funnels, and marketing qualified leads.
That foundation helps. However, if you’re marketing in Edtech you need to know how to apply those concepts to this very unique and complex market. We’ve led our share of marketing efforts and here are five of our secrets to unlocking Edtech marketing success.
Secret #1: Strategize with the calendar in mind.
Good marketers know that the better you understand your buyers and their needs, the more likely your efforts will resonate. In Education, the year is full of milestones and events for everyone from Classroom Teachers to Superintendents. Take a moment to imagine what your target buyer is thinking about as they go back to school or prepare for statewide testing (another secret tip, ASK them!). Every district, school, or educational institution has different cycles for considering and purchasing, so sticking to a one size fits all message won’t cut it. Instead, frame your message around experiences that anyone in education can relate to, from the butterflies on the first day of school to the last day of school before a well deserved summer break.
Secret #2: Make connections and brag about them.
You read that right. Brag about who you know! Here’s why: EdTech is a small, yet connected space. Educators rely heavily on their fellow educators' referrals. The bigger your network, the more likely you and your product will make it to your potential buyers. We love celebrating the work of talented do-gooders in edtech and the content creators keeping us up to date. You never know the power of a name drop until you try it in Edtech.
Use these strategies to broaden your network.
Accept speaking engagements where you can provide valuable content and insights.
Reach out to educational influencers on social media to spark a partnership.
Join associations that are linked with your buyers.
Attend events and take advantage of the networking before, during, and after the event
Forge partnerships with companies that have already have an established relationship with the educational community.
Enlist the help of a connected marketing agency to introduce you to potential partners
Secret #3: Don’t be afraid to test out new marketing platforms.
Did you know there is a growing educator presence on TikTok? Or that educators, edtech founders, and investors are often hanging out on Clubhouse? How about the fact that there are niche edu groups that have robust communities on Twitter? Do a little research and jump in head first when you spot an opportunity to diversify your strategy.
Want to pitch in our weekly Clubhouse EdTech Pitch session? Apply here!
Secret #4: Understand the stakeholders involved in decision making and their unique journeys.
When you’re selling to the education market, keep in mind there are a lot of stakeholders. Teachers may love your product, but you may have to win over principals, curriculum directors or end-users as well.
Arm your champions with the ammunition to present the case to others in their organization. Create a short video, an intro letter or email they can cut and paste, or simply offer to meet directly with other stakeholders.
Make it as easy as you can for your fans to spread the word. This includes sharing valuable content and timing your marketing efforts so they resonate. (refer back to secret #1!)
Secret #5: Acknowledge current trends while keeping an eye on the future.
The education industry tends to progress at a slower pace than other markets. Most educational institutions still give students a summer break even though that practice was put in place generations ago when extra hands were needed on farms and in fields during the summer.
Use this to your advantage by capitalizing on the trends of today while simultaneously keeping an eye on research that can point to what is coming in the future. Read reports, watch rising interest levels, see what new companies are popping up. Put a plan in place to adapt your product to what you see coming next while still meeting the needs of what is working today.
Now that you’re armed with some of our secrets to Edtech marketing success, what will you focus on first? Reach out to us at team@square32consulting.com to learn more about us and how we can be your best kept secret!