Edtech or Educational Technology is a vast and fast-expanding sector. The worldwide Edtech industry was worth $89.49 billion in 2020 and is expected to increase at a compound annual growth rate of 19.9% between 2021 and 2028.
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External forces like the coronavirus pandemic boosted an already brisk market for bringing technology into the classroom. The upside to Edtech businesses is that educational institutions are lowering entrance barriers, but this also means that competition is increasing.
In an increasingly saturated industry, finding a means to stand out to kids and school systems is critical. The sorts of Edtech solutions now being sold have also grown, however, the majority of them are software / SaaS for Education and tech items. With the education technology industry continuing to grow, it does not appear that it will slow down anytime soon.
But there’s a problem. Teachers, the individuals to whom B2B education firms sell, are not the decision-makers when it comes to purchasing. Instead, even though they are not the ones utilising the product, this work is designated for administrative employees. Because there are so many stakeholders in the B2B education field, marketing becomes a more complicated and delicate game.
Many marketing methods and tactics may be applicable to your Edtech firm. Thus, it’s always ideal to tailor your marketing techniques to your clients and business. We understand that deciding where to begin can be difficult, so we’re here to provide the top marketing strategies for Edtech firms that we’ve seen succeed. Continue reading to learn how to stay up with the current speed of marketing in the B2B education field.
Proven B2B Marketing Strategies for Edtech Firms
Let us take a look at these top education marketing strategies that’ll help grow your firm:
- Think About Your Audience
Your audience comes first, as it does in every sector. You can’t start developing a marketing strategy unless you know who you want to target in the end.
Again, selling B2B education products is a little challenging since there are so many different stakeholders to please, from school district administrators to parents, instructors, and kids. So, where can you even begin to sell to all of these disparate and diverse groups?
The solution is straightforward: begin by focusing on one group at a time.
Even if your ultimate objective is to reach an agreement with the school system, having the instructors on your side and screaming your praises will make it much easier to convert.
- Concentrate on Search Engine Optimization Techniques
Search engine optimization is one of the most cost-effective means of generating organic search results; it is an essential component of digital marketing activities that assists in providing the greatest user experience. To reach decision-makers such as schools and institutions, EdTech startups must prioritise SEO.
As part of your search engine optimization efforts, you may do on-page optimization keyword research. Optimize the website’s content, meta tags, and descriptions to boost search results and ranks in search engines.
Improving your digital marketing reach by expanding your off-page SEO presence. To boost SERP results, it is critical to provide an engaging user experience. Obtaining quality backlinks from reputable third-party sources—the more reputable the website, the more valuable the connection. Backlinks are an effective ranking indicator or element that search engines use to determine if your content is relevant and your website is trustworthy.
- Video Marketing
Well, video marketing has become a popular marketing tool in a variety of industries, including B2B education. It’s so popular because we live in a time when people want to absorb content as soon as possible. That means foregoing pages of text in favour of short movies that can be dipped into and out of on the fly.
Following the pandemic, video marketing has become a crucial digital marketing technique for providing a better customer experience. You may take advantage of the features provided by platforms such as Facebook and YouTube to help your audience consume video content more effectively. It allows Edtech leaders, influencers, Edtech specialists, and instructors to broaden their community and tackle critical education technology themes.
- Email Marketing
In recent years, the EdTech business has evolved, bringing out new inventive concepts, paradigms, and limitless prospects for students. Also, email marketing is one of the most efficient strategies used by Edtech firms to reach out to new clients and advertise their products or services.
You may devote time to creating and implementing efficient email marketing strategies. When compared to other digital marketing tactics, it provides the best Return on Investment.
Email service providers (ESPs) may be used to automate email marketing campaigns, manage email-generating tactics, and provide effective lead-generation forms. Email marketing efforts must be targeted to the correct audience in order to generate high engagement and response rates. Having email lists allows you to do successful demographic research, consumer profiling, surveys, polls, and other activities relevant to the education business and practices.
- Social Media Marketing
Social media networks are the most convenient approach to promoting and advertising your EdTech product. You may try promotions via different groups that beautifully comprise the correct sort of audience to sell your solution to, in addition to publishing about it on your solution sites or feed.
Social media marketing may involve everything from Facebook ads to LinkedIn that can help you stand out from the crowd. After analysing demographics and client profiles, it is critical to select a suitable social media platform.
- Content Marketing
With a wealth of information at your fingertips, the marketing environment has undergone seismic upheaval. If you want to be successful with content marketing for your EdTech product, attempt to provide high-quality information to your target audience. If you want to offer a product based on project-based learning activities, publish case studies and blogs that demonstrate how to incorporate PBL into disciplines.
Concentrate on well-researched, documented bits of knowledge that will benefit teachers and students for the rest of their lives. Good content can help you rank higher in search engines and gain a spot in publications where you will gain more exposure. Maintain your concentration on the specific scope of interest to develop traction and stay relevant to your area.
The Key Takeaway
You should have no trouble effectively marketing your education service or product to students of all ages if you use these B2B education marketing tactics described in this post. Most or all of these methods will be used by well-rounded approaches to marketing education programmes as part of their educational marketing plan.
The problems of today’s changing society, as well as the changes brought about by the pandemic, give an opportunity to those who are prepared. The landscape of business-to-business education is rapidly evolving. More technologies and immersive learning experiences are appearing than ever before, indicating that the industry as a whole is growing at an almost frightening rate.
As a B2B marketer in this business, it’s critical to keep on top of trends and develop marketing tactics that address concerns while being readily consumable and real.
You can also take the help of a reputable B2B data provider like Zoominfo or alternatives to zoominfo since they make it simple to identify firms actively engaged in a purchasing decision and where they fall in your buyer’s journey, giving you indications based on the type of information content users consume as well as allowing you to select the 15% of firms that are genuinely ready to buy from you right now.
It will allow you to map your content to look after them throughout the buyer’s journey and concentrate your sales team’s attention on the accounts that are most likely to close.