The pandemic accelerated the demand for EdTech, which is expected to grow to 230 Billion U.S. dollars by 2028. However, even with the massive growth in the industry, there’s still no guarantee for success. The most successful companies today constantly invest heavily in their brand. The right strategies generate consistent results over time. However, even the best-performing companies in the EdTech industry experience high churn.
Challenges That EdTech Marketing Teams Experience
Growth is one of the top priorities of EdTech companies that are just getting started. It’s the whole point behind scaling. You want to spend your marketing budget on growth initiatives that enhance product development rather than stall it.
As a growing EdTech company, the best way to mitigate these challenges is by developing a strong understanding of how your customers' perceptions. Let these insights inform your iterations until you find an effective strategy. Use both quantitative and qualitative data, such as conversion rates and customer personas. Pay the closest attention to data that may deprive you of the critical human insights you need to decode your customer behavior.
Likewise, think about your end users, i.e., students, parents and school administrators, and how best to engage them. For example, Facebook campaigns are not appropriate for K-12 students but may be effective for their parents. So, take a multi-pronged EdTech marketing strategy that blends inbound and outbound marketing.
Furthermore, consider the different phases of the customer journey and consider working with an experienced marketing agency to help you adapt your education technology sales strategy to customers at each stage. With that in mind, here are five effective marketing EdTech marketing strategies.
1. Use Creative Automation To Rapidly Iterate Omnichannel Marketing Campaigns and Drive Engagement
Many companies engage customers via multiple channels. Search marketing and social media have proven especially effective at boosting conversion rates. However, many brands, including EdTech companies, fail to create a consistent brand experience across multiple mobile and web touchpoints to drive conversion and engagement. You can fill in the gaps in your existing content strategy by matching your customer expectations and business goals.
Doing so lets you develop the narrative and visual elements you need to develop on-brand experiences. Keep in mind that the best way to determine what works is by trying out different concepts. If you’re concerned about how long it takes to create high-quality visuals and videos, consider using automated solutions. Furthermore, use precise targeting to send personalized pitches to increase your conversion rates.
2. Improve Your Conversion Rates by Using Direct Marketing To Augment Your Digital Outreach
Online channels are becoming increasingly crowded. As a result, many EdTech marketing teams rely on paid campaigns, which have diminishing returns. To get around this challenge, consider running live events. You can gather customer sentiments and promote your brand effectively by speaking at events and hosting seminars.
In this post-pandemic era, EdTech companies stand to benefit a lot from webinars. Today, parents and school administrators have a plethora of options, so you need to demonstrate to them how your solution helps improve academic performance. Sometimes, an explainer video is all it takes. However, one-on-one counseling sessions and live webinars help win your customers' trust and develop lasting relationships.
As an EdTech brand, you’re in a unique position in which your audience consists of distinct groups, including school administrators, parents and students, all of whom have unique needs. A marketing agency can help you develop the appropriate EdTech marketing strategies for these groups.
3. Use Interactive Videos To Create Opportunities To Upsell
Many EdTech marketing teams have gone back to organic tactics to deal with the rising of paid marketing. These tactics include guest posting on popular industry blogs, answering questions on Quora, and posting blog articles on their sites. Indeed, organic marketing can help cultivate the authority they need to target enterprise customers.
However, user preferences for content marketing have changed, with interactive videos being the most popular today. Unlike traditional linear videos, interactive videos improve conversion rates by having users fill in opt-in forms, download links and engage with quizzes within the video.
Interactive videos are especially effective when incorporated into emails and landing pages because they increase your website’s average session duration. Compared to written content, videos are more effective in letting you get up close and personal with your target audience. For example, you can use video case studies to address customer objections.
4. Start a Branded Podcast
Running ads on TV can be expensive, and they’re not as popular as they used to be. Still, you can rely on your team’s thought leaders to help you market online. Most EdTech companies’ teams have extensive experience, which they can monetize through a podcast that shares valuable insights.
A podcast can help you create a community of listeners who can turn into advocates for your brands. It’s one of the most effective means of marketing today. It’s also a great networking tool as it allows you to interact with influencers who help you market your business as you cross-promote to their audience.
5. Improve Customer Loyalty by Leveraging CSR Initiatives
Customers are becoming increasingly self-aware, and many will happily pay a premium for products with a cause behind them. Quality education is still a privilege for many people. Giving specially-abled and underprivileged students access to education can help your marketing efforts as you fulfill your social responsibility.
Ultimately, these initiatives contextualize your EdTech products while addressing societal needs. Consider partnering with other organizations to enhance your publicity and scale your social impact. An effective B2B lead generation can help you identify a cause that creates a strong connection with your customers. It can help authentically improve customer retention and drive engagement.
For example, you can create a marketing campaign based on activities that shape the perceptions of your target audience. Authentic marketing is effective because it resonates with your audience’s beliefs and values. Demonstrating your brand values attracts customers that can relate.
Transform Your EdTech Marketing Strategies With ProSales Connection
As an EdTech company, you need to rethink your marketing strategies, especially in this post-pandemic era. Making data-driven decisions is essential to consistently achieving your revenue goals. Working with an experienced agency helps you articulate and achieve your marketing goals, especially if you don't have your own marketing department yet. A true multi-funnel approach requires several disciplines across various domains. Book a free, 30-minute consultation with ProSales Connection today to evaluate your company's needs and goals!