We know what you’re thinking. And, what’s more, we agree. EdTech is just a little bit different. A little bit special. You’re right to be excited about your tech product or service. But how to get it out there?
Defining a marketing strategy for EdTech is of crucial importance. Many of the usual rules apply, but there are nuances to marketing EdTech to educators.
We hope you find this checklist for an effective EdTech marketing strategy useful. It’s an overview of the key steps, and not exhaustive. If anything needs elaboration, get in touch.
Essentials for Your EdTech Digital Marketing Strategy
#1 Website
The importance of a super slick website that showcases your tech credentials and delights at every touchpoint cannot be overplayed.
There’s no one-size-fits-all solution. But it has to look, feel, and read just right.
You could do worse than look at how your rivals or other top tech brands present themselves online. Don’t forget, it’s your shop window and often the first impression prospective customers get of you and your product or service.
#2 SEO
A brilliant website is a sad and lonely thing if no one visits it. SEO is essential. For more on this, take a look at 15 Effective SEO Tips To Improve Your Organic Traffic. In summary, it’s essential to approach SEO systematically with the right keywords, meta descriptions, targeted content, and inbound and outbound links.
#3 Paid ads
Of course, you can cheat. Paid ads such as Google ads will allow you to jump the queue and place you at the top of the page of searches.
To ensure you’re getting your money’s worth, it’s essential you monitor its success and measure how you’re spending on clicks and conversions.
#4 Social media
Marketing is all about brand awareness and being where your potential customers are. And where are they? They’re on social media, so that’s the perfect place to establish your brand’s tone of voice, as well as its credentials as a thought leader.
It’s not easy or wise to generalise, but each platform looks and feels different.
Twitter is hugely important for the teaching profession. Facebook is where you’ll find parents. Their children hang out on Instagram. LinkedIn is a great way to communicate with other businesses, as well as other leaders in tech.
#5 Content marketing
Consistent content is the best way to boost your organic search rankings and to broadcast far and wide what you have to offer. Hence a killer EdTech content marketing strategy is key.
Your customers’ problems are your problems. Show you understand. Showcase solutions with engaging blogs and case studies, focusing on evidence-based and measurable learning outcomes. Teachers need to see new kit at work.
As acclaimed ICT Evangelist Mark Anderson writes on his award-winning blog: “A common barrier to the impact of education technology I have seen throughout my career has been due to a lack of confidence and competence in using technology by teachers.”
Every piece of technology goes through a series of stages before it’s mastered by users and fully integrated into their day-to-day lives. Be aware of your product’s life cycles in the industry. Furthermore, address any objections users may have.
Promotional videos are an ideal way to show a product at work in the classroom in order to overcome these objections. Take a look, for example, at interactive whiteboards sponsored demonstrations on YouTube. (Note that YouTube may be another place to display ads.) The best videos present best practice in accessible, engaging bite-sized clips that make everything seem easy and doable.
For more on promotional videos, read 11 Reasons Why You Need To Create A Promotional Video.
#6 Trade shows (and online conferences)
There are too many to mention, but you could start with some of the following:
- British Educational Training and Technology Show (BETT), a world-renowned forum for marketing EdTech
- The Schools and Academies Show, which is supported by the Department for Education as well as the Education and Funding Agency
You may also consider:
- The Northern, Southern and Eastern Regional Education Shows
- The Nursery and Primary Show
- Childcare and Education Expo
- The Higher and Further Education Show
#7 Directories
It’s crucial that you’re listed in directories such as The National Register of Education Suppliers, BESA, and Edu Suppliers. Being listed on these platforms makes it easier for buyers to find you while giving you credibility.
#8 Freebies
The world of EdTech really stepped up to the plate back in the early days of the coronavirus pandemic. As Plato said, “Necessity is the mother of invention”. Innovation and training that would normally have taken years took place over weeks.
Ably adopting the role of the cavalry charging to the rescue, many companies offered free trials or demos, along with explainer webinars and suchlike. This gave teachers the opportunity to try things out for themselves while taking the risk out of large-scale investment in EdTech.
#9 Direct mail
Done well, direct marketing remains an effective means of getting your name out there in front of potential customers. Email and paper mail both have their merits and downsides.
Mail is likelier to be opened than email, and it tends to make a longer-lasting impression. Potential customers can hold it in their hand, making it a more memorable experience. Email, however, offers analytics and the wealth of marketing information that comes with it.
For more on this, read How To Market Your Business To Schools: 5 Building Blocks To Successful Selling.
#10 Cold calling
Cold calling schools is notoriously difficult. If key decision-makers don’t know you or your company, they’re highly unlikely to take your call. They have a hundred-and-one other things to worry about. But your chances of getting past the gatekeepers on reception will be significantly improved if you’ve given time to the first nine steps.
Final thoughts
Teachers are busy. They don’t always have the time to keep up with the latest EdTech offerings.
That said, tech has been a real boon for schools and educators. Teachers welcome anything that saves them time, especially when it comes to automating or streamlining admin. Tallying attendance registers at the end of each term is a dim and distant memory for form tutors. Writing, collating, and distributing reports has been hugely simplified by management information systems (MIS). In the classroom, teachers today couldn’t imagine teaching without easy, immediate access to information courtesy of the world wide web.
But for every teacher who embraces tech, think carefully about those who are a little wary. Excellent customer service and support are paramount. Fear of things going wrong is the number one barrier for many teachers. They haven’t the time to problem solve. They’re busy enough. Make yourself available and slowly build up a reputation for being there when things go awry or need explaining.
That’s in essence what we at Ambleglow have done in the world of education marketing. For more on getting your products and services into schools, get in touch.
For more insight and observations, read the following posts:
How Do Schools Procure Products And Services?
The Best Times Of Year To Market To Schools
Who Should You Target Depending On Your Product Or Service?
Marketing To The Right Audience In Schools
How Can Your Business Make An Impact In The Education Sector?
11 Reasons Why You Need To Create A Promotional Video
How Can Your Business Make An Impact In The Education Sector?
