In the current growing online marketing space, it has become necessary for marketers to use the right strategies and techniques to market to their customers. Some of them can be ideal for marketing products, but while marketing professional services, one has to be relevant and specific. Marketing for an edtech app is becoming more and more important as the competition in the industry is growing fierce. Having a successful edtech marketing strategy can thus help your business will help you make the most from your online presence.
The ultimate digital marketing strategy for Edtech must influence the audience for a life-changing decision. To make this successful, education marketers can benefit from what the internet and digital technology offer to depict the best versions of themselves.
The main motto of marketing an educational institution is to attract an increased number of enrolments and to retain current students. It is broadly termed acquisition and retention.
Before acquiring the marketing strategies, it is necessary to ensure that the institution is equipped to fulfil the expectations that are being included in the marketing message. To obtain great results, the target audience and their expectations must be clearly understood. Regardless of the tactics used, it is necessary to understand the geography of the potential clients.
Let us dig into some of the best practices in marketing for edtech app.
10 Best Practices of Edtech Marketing
1. Video Marketing
The biggest segment of online traffic is accounted for by videos. It is the ultimate means of portraying the functioning of your platform to the target audience. A detailed and high-quality video on your platform will help the audience how you function while helping the audience relate to it. Also, videos contribute a significant percentage of sharing rate on social media, thus offering an increased scope of the audience.
Moreover, the videos must be designed professionally in order to work.
Live videos can be streamed across online platforms to reach the target. Demos and videos on edTech platforms do wonders in gaining the trust of the audience. Live video streaming can convince parents and students to opt for the program easily and save the time that would have been spent in taking all to meet personally and understand the services and offerings.
2. Content marketing
Content marketing works perfectly in designing to make the institution’s expertise more visible. When content or materials that interest the target audience are published online, it encourages potential students to visit the website regularly. This will increase the ranking of your platform on the search engine result pages.
However, writing any stuff is not sufficient to drive traffic to the website. Whatever piece of work you are writing for platform promotion- such as white papers, videos, articles, webinars, e-books, or blog posts- it must be ensured that the content is optimised to use the right keywords.
The content must be educational, useful, and entertaining. Do not just stick to promotional or sales-oriented content. The content must focus on education as it is what you are selling. High-value and useful content encourages engagement, generates leads, and builds trust.
3. Optimise the app store
The EdTech apps must be easily accessible with a friendly interface. Especially, if you are a start-up, your content should be available to your target audience easily on the go. Moreover, if your application has already been launched on the app store, then you must ensure that it is optimised.
App and Play Store optimisation will assist you in getting recommendations by the store platform whenever a search has been made by the user for a related business or keyword. In turn, this will generate increased leads for the platform.
4. Online public relations
The success of any EdTech business depends on its credibility. It is more crucial than pricing as it improves online visibility and presence. The best means of increasing your visibility and online presence is via guest posts. Having the article published on any reputable blog or getting a high-rated influencer to mention your blog or post helps in building trust with the audience. It becomes increasingly necessary when you are at your budding stage.
5. Search engine optimisation
Search engine optimisation is one of the ultimate means of increasing quality traffic on the website and attracting more visitors. SEO focuses on local searches, keyword searches, image searches, and video searches. By optimising the application and its content for search engines, you will be able to obtain a higher ranking.
The biggest perk with search engines is that the optimisation does not cost anything but still gives you a higher conversion rate. As long as your pages, websites or platform is ranking in SERPS, the traffic will continue to increase without the need of spending on advertisements.
To achieve the former, the website must focus on the experience of the user and incorporate SEO keywords. The technical search engine optimisation factors and numerous off-page, and on-page factors via a search engine optimised audit and look after all the bugs on the website.
6. Social media marketing
Social media platforms such as Instagram and Facebook have proved to be beneficial for marketers. With tons of active users, the platforms offer themselves as one of the best means for advertisements.
As per the target audience, the right social media marketing strategy will help you market directly from your profile. To guarantee success, it is necessary that you stay active, reply to comments, answer questions, and keep your target audience engaged with informative and engaging posts.
Ensure your presence on all social media platforms and build brand awareness.
7. Email marketing
There are different means of collecting leads such as lead generation ads, subscriptions, website forms, and more. Using this and the data of the customers, regular promotional offers, and marketing emails can be sent to generate business revenue.
Numerous marketing tools can be used to boost your business. With email marketing automation, the contact list can be segmented to know that the right mail or message is sent to the appropriate client.
8. Chatbot marketing
The optimum means of interacting with the visitors of the website and gathering their information is via chatbots. As compared to regular online popups and forms, chatbots are more engaging and gather information faster.
The chatbots help visitors by answering their queries. Also, they provide personalised answers and thus enable a great user experience. Educational platforms that incorporate chatbots on their websites assist parents, students, and other visitors in obtaining rapid answers to their queries.
Regular online advertising campaigns promote business growth. However, remarketing ads drive more conversions and are cost-effective. Thus, you can attain a higher ROI with less expenditure with a remarketing campaign. Gathering data of the visitors and retargeting them with the appropriate advertisements to get increased sales at reduced acquisition cost.
Along with having a good live video streaming or marketing video, it is necessary to include testimonials. The students, parents, or alumni can be asked to record a video that talks about their experience with the application and use it to promote the platform.
EdTech Marketing: Key Statistics & Facts
In recent years, the edtech market has grown rapidly. Edtech companies have experienced a rise in demand for their services and products due to the advent of hybrid and remote learning. We’ll be looking at key facts and statistics about ed-tech marketing below.
1. Global EdTech Market Size & Growth
Grand View Research estimates that the global e-learning market was worth $200 billion in 2019, and will reach $370 billion by 2026. This growth rate is 8.5%. The growth can be attributed in part to the growing use of digital learning platforms and tools, as well as the rise of online education and the need to upskill and reskill in an ever-changing job market.
2. The Impact of the COVID-19 Pandemic
According to EdTech Magazine, the COVID-19 pandemic had a major impact on the edtech industry. It saw a 2-5x increase in use and a 90% rise in revenue for some edtech businesses in 2020. This is due to the shift to hybrid and remote learning, which has led to a large demand for digital learning platforms and tools.
3. Types of EdTech used in K-12 schools
According to EdTech Magazine, the most popular types of edtech in K-12 schools are assessment software (52%), classroom management software (61%), and learning management system (48%). These tools can track student progress, manage student data, and provide online content and assessments.
4. Top EdTech Companies by Value
Byju’s ($16.5billion), Yuanfudao ($15.5billion), Zuoyebang ($15.5billion), Udacity $1.6 billion), Duolingo (1.5 billion), Quizlet (1 billion), Coursera (1 billion), Udemy (3.25 billion), Chegg (9.5 billion) and Kahoot! According to HolonIQ, $3 billion these companies have seen substantial growth in recent years and are well-positioned to continue their growth.
5. Marketing channels for EdTech Companies
Edtech companies employ a range of marketing channels to promote products and services. These include email marketing, social media, paid search and content marketing, as well as events and conferences.
EdTech Magazine reports that 70% of edtech businesses use social media, 43% use paid searches, 43% use email marketing, and 67% use content marketing. 54% of companies also use conferences and events. With 66% of companies using Facebook, LinkedIn is second with 59%. The average return on investment for email marketing is $42 per $1. The average cost per click (CPC), for edtech, is $1.77.
This is a lower rate than in other industries. The average CPC for edtech industry is $1.77. Content marketing generates three times the number of leads than traditional outbound marketing, and it costs 62% less. Blog posts (85%), webinars (63%), or infographics (53%) are the most used content types for edtech businesses.
Buyer Persona for Creating Edtech Marketing Strategy
When creating an edtech marketing strategy, it’s essential to comprehend the needs, pain points, and motivations of each buyer persona. This will help you craft messages and content that resonates with them. This may involve conducting market research, analysing customer data, or collecting feedback from current customers in order to gain a comprehensive insight into your target audience.
When creating an edtech marketing strategy, you will typically deal with the following buyer personas:
1. Educators and administrators:
These individuals are the primary decision-makers when it comes to purchasing edtech products for schools and educational institutions. Typically, their focus is on improving student outcomes, and may be interested in products that complement specific curricula or teaching methodologies.
Students may be an ideal target audience for edtech marketing campaigns, depending on what products or services are being offered. They typically seek out engaging learning experiences tailored to their needs and interests.
3. Lifelong Learners:
With the advent of online education and remote work, there is now a large market of adult learners looking to further their education and upskill. These individuals may be drawn to edtech products that provide flexible and convenient learning solutions.
10 Best Edtech Marketing Strategies for Your App
To cater to the best interests of your buyer personas, you must be aware of the edtech marketing strategies. We have mentioned a few of them to help you create one.
1. Differentiate Your Product:
With so many edtech options available, it’s essential to set yourself apart from competitors by emphasising unique features or benefits like personalised learning experiences or integrations with popular learning management systems. This may involve emphasising unique features or benefits like these that set your product apart.
2. Utilise Social Media Effectively:
Social media can be an invaluable asset for edtech marketing, as it offers you a chance to engage with educators, students, and potential customers in more of an informal setting. Create engaging content such as instructional videos, case studies, or testimonials to share on these channels.
3. Create Thought Leadership:
Positioning your company or product as a thought leader in the edtech space can help build trust with potential customers and distinguish you from competitors. This may involve creating whitepapers, publishing research, or speaking at industry conferences.
4. Leverage Influencer Marketing:
Establishing partnerships and collaborations with influential educators, administrators, or other thought leaders in the edtech space can help increase brand awareness and credibility. Consider reaching out to key influencers to discuss potential partnerships or collaborations.
5. Utilise data to inform your strategy:
Analysing website traffic, user behavior and customer feedback can give you valuable insights into what’s working and not working in your marketing campaigns. Utilise this knowledge to refine messaging, target ads more precisely and optimise for conversions on your website.
6. Emphasise the Benefits of Your Product:
When marketing an edtech product, it’s essential to highlight its advantages. For instance, you might highlight how it can improve student engagement, boost learning outcomes or save teachers time. By emphasising these features you can more persuasively convince potential customers why they should select your solution over others.
7. Develop a Content Marketing Strategy:
Producing high-quality content like blog posts, ebooks, and whitepapers can help your company position itself as an expert in education technology and drive traffic to your website. Craft a plan that is in line with both your business objectives and target audience.
8. Experiment with Different Channels:
While social media and email marketing are popular options for edtech marketing, don’t be afraid to explore other methods such as influencer marketing, webinars, or podcast advertising. By testing different options you’ll be able to identify which ones work best for your product and target audience.
9. Measure Your Results:
It is critical to track and measure the success of your marketing campaigns so you can adjust accordingly. Use tools like Google Analytics or HubSpot to monitor website traffic, conversion rates, and other key metrics so you can make data-driven decisions about future strategies.
10. Address Pain Points:
To effectively connect with potential customers, it’s essential to understand their problems and how your product can help alleviate them. This may involve conducting market research to identify common difficulties experienced by educators or students or using customer feedback in crafting your messaging. By directly addressing these problems in marketing materials, you demonstrate empathy and comprehension for your target audience while positioning your product as a solution to their problems.
Importance of an Edtech Marketing Strategy?
Marketing strategy is critical for any business, including an ed-tech app. In today’s highly competitive educational technology market, having a solid marketing plan can help your edtech app stand out and attract potential users.
Here are some reasons why having a marketing strategy is essential for an edtech app:
1. Reach Your Target Audience:
An effective edtech marketing strategy can help an edtech app reach its desired audience. It is essential to identify this target audience, understand their needs and preferences, and communicate with them through appropriate channels. Doing this increases brand visibility, awareness and user acquisition.
2. Create Brand Identity:
Marketing is essential in building the identity of an edtech app. By crafting a distinctive and memorable brand, an app can stand out from its competitors and establish itself as a trustworthy educational provider with high quality programs.
3. Increase User Engagement:
An effective marketing strategy can also enhance user engagement. Communicating regularly with users through targeted campaigns and content on an edtech app will keep them interested, engaged, and motivated to use the app regularly.
4. Drive Revenue:
An effective marketing strategy can assist an edtech app in generating revenue. This can be accomplished by acquiring new users, keeping existing ones happy, and upselling additional services or features to existing ones.
5. Measure Success:
A marketing strategy provides a framework for measuring the success of an edtech app. By tracking key metrics such as user acquisition, engagement, and revenue generated from the app, an app can identify areas for improvement and adjust its strategy accordingly.
Having a marketing strategy is paramount for the success of an edtech app. It helps reach your target audience, build brand identity, boost user engagement levels, drive revenue growth and measure success.
By following the best practices in marketing for edtech app mentioned above, you can market your edtech app to your target market with cost-effective strategies.
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To target your marketing efforts towards specific segments of the education market, you should first identify the unique pain points and needs of each segment. You can then tailor your messaging and marketing campaigns to speak directly to those pain points and needs. For example, you might create a separate landing page and ad campaign targeting K-12 schools, with messaging and imagery that is relevant to that audience. Similarly, you might focus on highlighting the career development benefits of your app when targeting adult learners.
Some key metrics to track to measure the success of your edtech app’s marketing efforts include website traffic, conversion rates, user engagement metrics like time spent in-app and retention rates, and customer acquisition cost (CAC) and customer lifetime value (CLV).
Yes, content marketing can be a useful strategy for edtech apps. Some types of content that can be effective for edtech apps include blog posts, whitepapers, case studies, infographics, and educational videos. Content should be informative and educational, and should focus on addressing the pain points of your target audience.