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 combines methods, strategies, and tools to study the target market and adopt the services that are offered by the schools to fulfill the expectations and needs of the target audience.
Education marketing focuses on promoting the value proposition of the school and transforming it into a brand. The ultimate digital marketing strategy for Edtech must influence the audience for a life-changing decision. To strike a successful marketing strategy, education marketers can benefit from what the internet and digital technology offer to depict the best versions of themselves.
Let us first begin with learning the basics of education marketing to understand the best practices in marketing for edtech app.
Basics of Education Marketing
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.
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 edtech marketing below.
1. Global EdTech Market Size & Growth
Grand View Research estimates that the global elearning 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 be used to 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 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.
Let us dig into some of the best practices in marketing for edtech app.
10 Best Practices in Marketing for edtech app
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. Live demonstrating and streaming EdTech platforms does 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 optimized 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 optimized.
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 search, new search engines, image search, and video search. 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 optimization 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, on-page factors via a search engine optimized 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.
9. Remarketing
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.
10. Testimonials
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.
Why is it important to have 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:
Reach Your Target Audience:
An effective 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.
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.
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.
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.
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.
In conclusion, 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.
Final Words
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. Expand My Business has an esteemed portfolio of having served several edtech players in the market by helping them find their best partner agency. With our holistic range of project management and tech consultancy services, we ensure the delivery of the project within your best budget and scheduling requirements. Book a call with us today to get started on the journey of growing your edtech business!
