The Edtech industry, short for Education Technology, has witnessed exponential growth in recent years.
As per a report by Grand View Research, “The global education technology market size was valued at USD 123.40 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 13.6% from 2023 to 2030.”
This rapid expansion presents a tremendous opportunity for edtech businesses to thrive. With advancements in technology and a shift towards digital learning, educational institutions and businesses alike are embracing Edtech services to enhance the learning experience.
However, to truly unlock success in this competitive landscape, traditional marketing methods alone are no longer sufficient for edtech businesses to reach their target audience effectively. It is crucial to have an effective digital marketing strategy for potential customers to discover your Edtech product or service. Having a well-defined marketing strategy helps to establish brand awareness, generate leads, and ultimately drive growth.
In this article, we will discuss 11 powerful edtech marketing strategies that can help you grow your business rapidly.
2. What is edtech Marketing?
Edtech marketing can be defined as the use of marketing strategies by educational technology companies to achieve their business goals. The objectives include increasing brand exposure, more enrollments/registrations, etc. With the rapid advancements in technology, there’s a massive opportunity for those in the educational industry.
Edtech firms need to continuously assess the impact of digital trends and innovations to stand ahead of competitors. The proliferation of digital content and cutting-edge technology are removing social barriers within the education sector. By continuously being equipped with the latest technologies and partnerships, edtech can monetize the ocean of opportunities.
3. Why Should edtech Companies Invest in Digital Marketing?
Digital marketing for edtech is slowly taking over traditional marketing. Gone are the days when most parents, students, and teachers flip through newspaper ads or scroll through yellow pages to find the best educational institutions. The benefits of go to market strategy for edtech are many. Here are some advantages of investing in an edtech marketing strategy –
- Higher conversions
Digital marketing for edtech organisations offers a far-reaching approach to the target market, regardless of the location. Edtech firms can reach students on a wider range of platforms, such as banner ads, social sites, emails, videos etc. – which has the potential to generate traffic and conversions.
- Cost-effective
It is cost-effective and outshines traditional marketing methods such as TV ads, billboards, radio ads, flyers, and newspaper ads. Online edtech marketing campaigns can drive more conversion for a significantly lesser price.
- Build credibility
Digital strategies for edtech pitch more personalised content, which eventually increases qualified leads and conversions. Whether you want to promote your brand or get more signups/registrations, a strong call-to-action gives accessible opportunities for educational institutions.
- Improve ranking
Online marketing for edtech means boosting social media presence and reaching out to the target audience for better engagement. Advertisers can use retargeting features to pitch their services to prospects who have shown interest in the brand.
- Instant feedback
It is possible to get instant feedback from digital marketing for edtech. One can convey their message to the target audience on social media quickly and record their response in no time. Based on the response, one can change their edtech marketing strategy and improve content quality. There is a lot of scope for experimentation in digital marketing strategy for edtech.
4. 11 Powerful Edtech Strategies to Grow Revenue
A digital marketing strategy encompasses various online channels and tactics to reach and engage with your target audience effectively. Here are some essential approaches to consider when developing a digital marketing strategy for your Edtech business:
1. Drive Organic Traffic With SEO
SEO or Search Engine Optimisation is one of the most long-term cost-effective ways to drive organic search traffic. It is the core of digital marketing for edtech and helps generate qualified leads by offering the best user experience.
As part of targeted SEO, you can optimise the content within the website, meta title, meta tags, and description for relevant keywords. For example, some popular keywords in education include – school, e-learning, school education, board of education, etc.
Edtech companies need to expand their off-page SEO footprint to enhance the edtech digital marketing reach further. Backlinks are an effective ranking signal that helps search engines understand that your website is reliable. Gain quality backlinks from trusted and high-authority websites to improve the credibility of your website.
2. Educate the Audience with Content Marketing
The edtech marketing industry has experienced a seismic shift, with plenty of information available at your fingertips. To succeed in digital marketing for edtech, offer quality content that brings them to your website regularly and convinces them to choose your e-learning services or products.
Reputed edtech brands like – Upgrad, Udemy, and Coursera have utilised content marketing to the fullest. Pick an educational niche and start posting content in blogs, infographics, eBooks, white papers, and case studies to show your authority in the market.
You can outsource your content marketing activities to an edtech digital marketing agency that can shape how your target audience wants to see you. Then, with an in-depth analysis of end-users, you can bring your perspective.
3. Improve Conversions with Paid Marketing
Paid marketing, also known as Pay-Per-Click advertising, helps boost edtech digital marketing efforts. Place bids on essential keywords for your website to attain a higher ranking in the sponsored links section. There are certain advantages of PPC advertising for edtechs. It is measurable and gives you high exposure instantly.
With the education market so big, the keywords for paid marketing don’t come cheap. A recent study found that searches like “Best MBA programs,” “MBA in Marketing,” and “MBA Courses” can cost nearly $60 per click.
With high prices, you need to focus on the audience that helps you gain profit from paid search. As an advertiser of a PPC campaign, you need to make sure the campaigns are structured around the educational programs you offer.
4. Boost Brand Awareness by Engaging the Social Media Audience
With 89% of college graduates in the US using Facebook, this is an excellent opportunity for edtechs to find qualified leads on social media platforms. First, you need to choose the right social media platform depending on your target audience. Then, focus on content creation for the users on that platform so that they might find it helpful and get engaged.
For example, edtech Toppr shared posts asking its followers to reply with correct answers to their science questions. Besides, one can invest in Facebook and Instagram Ads to build brand awareness, as social media advertising is more cost-effective than Google Ads campaigns.
Most edtech companies leverage omnichannel marketing to engage their audience. Creating a consistent brand experience across mobile and web is critical in boosting engagement and conversions.
5. Segment Your Email Marketing Campaigns
The edtech industry has changed drastically in recent years, bringing forth new ideas, concepts, and unique learning methods. Use email marketing tools such as MailChimp, Drip, or Marketo, to automate the campaigns, build email templates, and create effective lead generation forms. In addition, these tools provide in-depth analytics about your marketing campaign’s performance.
Segmentation is one of the ways to improve the effectiveness of your edtech marketing campaigns. Divide the email list into different types of consumers and send personalised emails to other groups.
For example, start with a great welcome series to let the user know what to expect from the course or program. Then, curate additional courses for learners and send recommendation emails. Finally, when the student is about to finish the course, send them focused emails that help them explore other learning opportunities.
6. Improve Your Brand Recognition with Performance Marketing
Performance marketing is an opportunity to reinforce a brand and drive consideration and conversion. It aims to improve the performance of a company.
With performance marketing for edtech, brands can see the entire click-to-convert path and identify areas where they should invest more. Whether it is an increase in enrolments or ad views, these key metrics help improve the brand’s overall performance.
For example, Byju’s is one of the leading edtechs that promote its brand through online and TV ads. In the light of Covid-19, it provided an entire course content for free on its app. Also, it engaged its audience through live video classes.
7. Go Viral Through Video Marketing
Video marketing is an effective way to showcase your products and services to your potential customers. You can introduce your brand to potential customers using video testimonials, explainers, and storytelling videos.
Besides, video testimonials play a crucial role in converting your leads into potential customers. You can even use these video testimonials on landing pages to prove your success. Live video streaming is another impactful way to attract new audiences. Go live frequently to demonstrate how your e-learning methods will help students understand the subject quickly.
Once they know more about your offerings, they will be associated with your brand. In a survey by HubSpot, more than 90% of marketers feel that video marketing is the best way to bring leads.
8. Improve Your PR Strategy to Beat the Competition
Press releases are the best public relations marketing tools for edtech that help improve brand visibility and the link-building process. It can help edtech firms land on high authority publications and boost SEO seamlessly. To beat the competition, they cannot just rely on technology PR but combine social media and PR to reflect the industry’s ethos.
Being featured in various national and international news websites and magazines is an excellent way to get noticed by potential customers. Some popular edtech media to publish press releases include – EdSurge, edtech Digest, edtech Impact, edtech Review, etc.
9. Use Webinars to Gain New Leads
Webinars are powerful ways to spread information regarding trending and exciting topics in the education industry. In addition, you can improve the credibility and visibility of your brand through webinar marketing. Hosting a webinar helps brands nurture leads by showing their expertise in a particular field.
Unlike advertisement, webinar marketing for edtech allows you to sell your ideas to solve people’s problems. According to a study, 40% of users watch the webinars till the end. Also, users who attend your webinar are more likely to remember your brand and become qualified leads.
You can use webinars as lead magnets to turn new subscribers into potential customers.
10. Get Social Influence to Improve Rankings
Influencer marketing has been a buzzword for a while now. edtech brands can work with education social media influencers to improve their brand recognition. Building relations with educator influencers can help achieve goals like – increasing social media followers, boosting engagement, reaching new audiences etc.
For instance, if you are selling educational products – you can boost registrations by teaming up with influencers in the education sector. It is a surefire way to promote your brand on social media and expand its reach.
Masterclass, Quizlet, Kajabi, Duolingo, etc., are some of the reputed firms that grew their online audience significantly with influence marketing. According to sources, nearly 40 influencers appeared in Chegg’s brand profile.
Growth Ganik, a thriving edtech digital marketing agency goes beyond traditional strategies that help edtech brands cut through the clutter and grow their business. We understand the technicalities of edtech marketing and can position your brand as an authority in the education industry.
11. Omnichannel Marketing for Edtech
Omnichannel marketing for edtech help education institutions nurture relationships with their target audience. A digital marketing strategy for edtech helps you successfully engage with current clients and prospects. The key components of omnichannel marketing for edtech include – social media advertising, email, and direct mail.
With so many people and businesses using social media platforms as a community-building tool, it’s no surprise that edtech firms use these platforms to gain traction. If you intend to appeal to a broader audience – Facebook, Instagram, and YouTube are good options for omnichannel marketing communications.
Besides social media, email is a reliable tool for edtech companies to nurture their prospects at different stages of their journey. No matter the channel you choose, omnichannel marketing in edtech ensures a higher rate of success.
5. How Can a Digital Marketing Agency Help?
A digital marketing agency can help you with a range of services, including search engine optimisation (SEO), social media marketing, email marketing, content marketing, and growth marketing. They will develop a comprehensive digital marketing plan that will help you reach your target audience and achieve your business goals. The agency will also track your results and adjust the strategies as needed to ensure that you’re getting the best possible return on your investment.
Growth Ganik is a full-stack digital marketing agency in Sydney, Australia. We have over 15 years of experience curating digital marketing strategies for companies of various sizes and from diverse industries. We believe that one size does not fit all. Therefore, our team of experts works closely with you to understand the goals and objectives and develop a strategy that works best for your business.
For creative tailor-made digital solutions and sustainable growth insights, get in touch with us!
6. FAQs
- What is the edtech industry?
The edtech industry includes a wide range of businesses, including online tutoring services, learning management systems, e-learning platforms, and educational apps. These businesses offer a range of products and services, from online courses and tutorials to interactive quizzes and games.
- How do you generate edtech leads?
To generate edtech leads, invest in the best digital marketing strategies like – SEO, SMO, SMM< content marketing, etc., that help you reach qualified audiences.
- What is digital marketing in the education sector?
The use of digital marketing strategies or tactics to promote educational institutes, products, or services. It includes channels like – websites, emails, social media, smartphones, etc.
