Educational institutions saw some revolutionary changes in the last couple of years. We have gone from a classroom education system to an entirely digitised education model. Although the transition was not the smoothest ever, it has become the new norm.

Ed tech products are rapidly growing to meet the expectations of educational institutions and their students. However, most educational institutions are unaware of the progress in EdTech and its advantages.

EdTech companies need to develop an effective EdTech marketing strategy to raise awareness and generate leads for their business. To do this, EdTech companies need to keep themselves updated on the latest EdTech market trends.

This article will take you through some leading Ed-Tech marketing trends and strategies you can follow to get the best result for your business.

Top 7 EdTech Market Trends To Watch Out For In 2022

With the growing demand for EdTech solutions, the EdTech marketing strategies are also rapidly changing. The conventional marketing strategy other industry verticals use may not work well for EdTech companies.

Listed below are seven of the most promising methods of marketing for education companies. Effectively implementing the following EdTech marketing strategies will help you target your campaigns better and boost your conversion rate.

#1 Prioritise Search Engine Optimisation (SEO)

Search Engine Optimisation or SEO is now a standard marketing strategy for every online marketing campaign. However, the significance of SEO for Ed Tech marketing is not something you want to underestimate. Most educational institutes or schools are still not familiar with EdTech solutions.  

The internet is the number one place the decision-makers from educational institutions turn to for EdTech related queries and content. Some of the common questions educational institutions search for answers on the search engine includes:

• Questions related to organising online classes.
• Platforms for managing online courses and other educational activities.
• Search for EdTech companies capable of providing the desired EdTech solutions.

As you can see, SEO optimisation can lead you directly to conversions. Furthermore, educational institutions that search for EdTech solutions have a genuine intent to buy, unlike the customers of commercial products.

Hence, EdTech companies must prioritise SEO and focus on improving the SERP rankings on all major search engines, including Google.

#2 Email Marketing Is Highly Effective In Education Industry

Generally speaking, email marketing is not the most effective marketing strategy you can find today. However, email marketing is significantly more effective in education than in other industry verticals. 

Understand The Interests And Pain Points Of The Prospects

To ensure the success of your EdTech email marketing campaign, you need to understand the interests and pain points of the prospects. Furthermore, it would be best if you try to understand the different decision-makers in educational institutions to ensure the email resonates with them.

Automate Your Email Marketing

EdTech companies can save time by automating their email marketing campaigns. It enables you to manage your email creation and segment your sending lists easily. Mailchimp, Hubspot, Marketo, etc., are some of the most popular email marketing tools you can use.

Avoid Spamming And Minimise Bounce Rates

When implementing an email marketing campaign, you need to avoid spamming users. The best way to accomplish this is to ensure that you follow all email marketing standards. Additionally, you must provide the quality of your sending list to minimise bounce rates.

#3 Use Direct Mail Marketing For A High Response Rate

Direct mail marketing may sound like an outdated marketing strategy for an EdTech company. But, the truth is that direct mail has one of the highest response rates among both online and offline communication channels.

Direct Mail Offers A High Open Rate 

Direct mail offers a fresh alternative to the mainstream marketing approach that feels less intrusive to the customers. Furthermore, direct mail has a high open-rate, unlike email marketing messages that can sometimes go unread by the recipients.

Major Communication Channel For Educational Institutions

Educational institutions still use direct mail as an effective communication channel. They send brochures, notices etc., to the students and parents via direct mail. Similarly, they treat inbound direct mail with the same significance, which means educational institutions will likely notice your EdTech direct mail.

Automate Your Direct Mail Campaigns

Many direct mail automation tools are available in the market today with advanced capabilities. You can use software solutions like PostGrid to personalise, print, and deliver direct mail to your target audience. Furthermore, it lets you connect direct mail campaigns with other marketing channels to implement multi or omnichannel marketing campaigns.

#4 Personalise Messages And Explain How You Can Solve The Customer’s Problem

Personalisation is the key to a successful EdTech marketing strategy. EdTech marketing campaigns are unlike marketing campaigns used for commercial products and services. The pain points in EdTech affects a more significant number of people, including the students and teachers.

Focus On The Pain Points Instead Of The Solution

It would be best to avoid common marketing pitfalls such as focusing the marketing campaign on the solution instead of the pain points. The customer doesn’t need to know how your solution is technologically superior to the competition. Instead, explain how your technology can solve the problem educational institutions face.

Use Simple And Easily Understandable Language

Marketing for education companies should be easily understandable to the customer. Many decision-makers in educational institutions are not familiar with complex tech terms. Hence, use language that is understandable even for a child and ensure that the customer understands what you are offering them. 

#5 Employ Video Marketing For Flexible And Engaging Content

Videos are one of the easiest and most convenient ways to convey a message to a wide range of audiences. The masses easily understand them, and you can use attractive illustrations or graphics to convey your message better.

Use Videos To Showcase The Salient Features

Videos are a great way to showcase the unique features of your EdTech product to educational institutions. You can even include a brief text description inside the videos to ensure that no detail or features about your product are missed.

YouTube Or Private Video Hosting

One of the things EdTech businesses should keep in mind when using video marketing is hosting. Using YouTube for video hosting can ensure that your videos are easily accessible and have less loading time. However, YouTube videos also have ads and can disrupt the user experience. 

Custom video platforms like Wistia offer excellent visibility and advanced user engagement features. However, such platforms are usually costly.

#6 Leverage The Power Of Social Media

Social media platforms are one of the most popular channels for Ed Tech Marketing. They give you an easy way to promote your EdTech product without paying for it. You can even target specific target demographics through social media ads. However, you will have to shell out money for social media ads.

Target Social Media Groups

One way to generate leads for your EdTech marketing strategy is to target social media groups. Make sure that the groups you target have members that fall into your target audience. Additionally, be careful not to go overboard with such marketing efforts as you may end up getting blocked.

#7 Employ Pay Per Click Marketing (PPC) For Boosting Leads

Employing Pay Per Click Marketing or PPC campaigns for your business is one of the easiest ways to boost business leads. However, you should also consider that PPC campaigns can be expensive, especially if you use high-demand keywords.

Google Adwords

Although there are several PPC marketing providers in the market, Google Adwords is by far the most preferred one. Make sure that you set a daily budget and carefully think through your ad parameters to get optimal results. A few things you need to consider when creating your PPC campaign include the following:

• The type of visitor you want to target.
• The timing of your PPC campaign.
• The geography of ad placement.

Conclusion

The growth of technology in education in recent years is nothing short of impressive. EdTech has grown by leaps and bounds as it has accommodated the growing needs of digital learning. With more and more educational institutions modernising their operations, EdTech is bound to keep on growing.

Hence, the significance of marketing for education companies is now more prevalent than ever. EdTech marketing strategy must incorporate the latest automation tools for getting the best possible results. Furthermore, EdTech companies need to diversify their marketing channels for ensuring maximum reach.

Using unique EdTech marketing strategies like direct mail lets you capture customer attention and enhance your marketing reach. Furthermore, you can also use automation software like PostGrid to optimise your marketing campaigns.

It enables you to print and deliver personalised letters, postcards, and more to your target audience with the click of a button. Similarly, it would be best if you used smart solutions to enhance the reach of your ED Tech marketing campaigns across a variety of channels and platforms.