5 Marketing Strategies for Edtech Startups to Implement Today
Today, startups are making waves in the edtech space, changing the way students learn and prepare themselves for the future by using technology as an educational tool.
While these startups are bringing innovation to education, they’re also having difficulty getting their name out there, with more than 85% of all startups failing within the first 18 months of operation due to inadequate funding and marketing strategies that simply don’t pan out.
This guide will walk you through five easy-to-implement startup marketing strategies that can bring your edtech startup to new heights and help it achieve success in no time!
All of these strategies can be implemented today to help increase brand awareness and company value in preparation for future funding rounds or exit events.
1. Community Building
If you want your edtech startup to succeed, you need to focus on building a strong community
A community, according to the Oxford English Dictionary, is a group of people with shared interests or activities who meet together reqularly.
Why should you build communities? Because these days, if you don’t have one, your competitors probably do, and they’re incredibly smart about how they’re using it to their advantage.
How do you build an awesome community that draws more and more people in? The same way you do anything else in life – by taking baby steps, starting with the most important building blocks, and getting good at what you do best.
Step 1. Know Your Community
If you’re an edtech startup looking for SaaS funding, it’s important to know your target audience. Why? Because building a strong community can help you achieve success in three key areas:
- attracting and retaining customers,
- developing and marketing your product,
- raising capital.
Your community will be made up of people who share common interests with you, such as other educators, parents or students.
A great way to build your customer base is by engaging them through social media and live events. The more interactions they have with your company, the more likely they are to purchase from you or recommend others do the same!
So, when planning your strategy for engaging with the community, make sure that there is a clear call to action at the end of each post or event so that participants know what steps to take next.
Social media is also a great place for customer development interviews; this allows for easy communication with potential customers while gathering information about their needs, which will help develop products that meet those needs in order to increase sales.
Step 2. Grow Your Community
As an edtech startup, one of your most important tasks is to grow a supportive following. This can be done in a number of ways, such as hosting events, starting online discussion groups, or offering free resources.
Building a community will help you connect with potential customers and get feedback on your product. Plus, a strong community can be a great marketing tool – word-of-mouth is powerful.
Here are some easy ways to grow your niche community:
- Participate in online forums.
- Respond quickly and thoughtfully to comments on social media channels.
- Share company updates with customers and potential customers through email newsletters.
- Include testimonials from satisfied customers in marketing materials.
- Create an online customer directory where people can connect with one another.
Step 3. Develop Trust in Your Community
If you’re going to build a community around your business, you need to be prepared to develop trust within that community. This means being open and honest about your product, your team, and your goals.
It also means being transparent in your communications and keeping your promises. Building trust takes time, but it’s essential for growing a strong, supportive community.
Step 4. Reward Those Who Contribute to Your Community
When it comes to community building for your niche, there are a few key things to do to keep new members coming.
First, it’s important to identify and reward those who contribute to your community. This could be in the form of discounts, exclusive content, or early access to new features or products.
Secondly, make sure you are active in your communities yourself. This means engaging with users, answering questions, and providing valuable insights.
Lastly, don’t forget to keep your community updated on what’s going on with your startup. This will help keep them engaged and ensure that they feel like they are part of something larger.
Step 5. Create Opportunities for Engagement
Building communities for your business doesn’t have to be complicated. Of course, you can work smart by creating opportunities for engagement and letting these opportunities do all the work.
Here are simple ways to create opportunities for engagement:
- Reach out to the parents in your network through newsletters, calls, texts, or emails. Give them an opportunity to share their feedback with you on a regular basis so that you can improve what you’re doing by taking their input into account
- Partner with organizations that offer an opportunity for dialogue between parents, students, teachers, and other stakeholders
- Offer free trials of the product (see how this helped us here)
- Offer consultation services for schools interested in transitioning from traditional methods
2. Online Reputation Management
It’s no secret that in today’s age, online reputation can make or break your business. This is especially true in this niche, where many new companies are being born every day.
In order to win over customers and investors, it’s vital to ensure your online presence remains unblemished—even as you work hard to build up your brand awareness on social media and other platforms.
But what exactly is online reputation management?
Online reputation management (ORM) is simply the process of monitoring, influencing, and shaping your online reputation. And fortunately, you can take some easy steps to keep your reputation intact and even improve it over time.
Step 1. Use Negative Feedback as a Growth Opportunity
It’s inevitable that you’ll receive some negative feedback as an edtech startup. And be thankful for that because you can use it as an opportunity to grow and improve your business.
Here are two quick tips on how to do improve ORM
- Listen and Respond Promptly: The more people you hear from, the better understanding you have of what they want from your company. Make sure to take all of their comments into account when making future changes or updates.
- Seek Feedback from Your Team: Your team is made up of people who work closely with you day in and day out; they will notice changes in company culture sooner than anyone else.
Step 2. Get Perspective from Industry Leaders
When it comes to online reputation management, it’s important to get perspective from industry leaders.
They can also help a startup learn the right tools and techniques to use when managing their company’s public image on the internet.
Step 3. Apologize Correctly
When your edtech startup makes a mistake, it’s important to take responsibility and apologize correctly. A sincere, well-crafted apology can help mitigate the damage to your reputation and earn you forgiveness from your customers.
Here are three tips to make sure your apology hits the mark:
- Own up to your mistake – don’t blame other people or outside factors.
- State what you will do differently in the future (this should be tangible and specific).
- Close with an assurance that you will fix any damages as soon as possible.
3. Email Marketing
Email marketing is a form of direct marketing that involves using electronic mail to communicate commercial, promotional or transactional emails to an audience.
Simply said, every email sent to a potential or existing customer could be considered email marketing. But most of the time, the term is used to refer to:
- Sending emails with the aim to foster and improve the relationship of a merchant with its current or previous customers and encourage customer loyalty and repeat business.
- Sending emails with the aim to reach and acquire new customers or convince current customers to purchase something with a sense or urgency.
- Adding ads and promotions to emails sent by other companies to their customers.
- An email campaign that is part of a larger advertising campaign running on other media (television, radio, print, etc.).
Unfortunately, these days, email marketing is one of the most underutilized tools, particularly in the edtech sector.
The reason? It takes time and effort to build an email list that you can grow and nurture over time to acquire customers who are interested in your offerings and will be more than happy to buy them when they’re available.
The following three tips can help you make the most of email marketing as you launch your edtech startup.
Tip 1. Don’t Forget Who Your Customer Is
As an edtech startup, it’s important to remember who your customer is: educators. Keep this in mind when crafting your email marketing strategy, and you’ll be more likely to see success.
Tip 2. Include a Call to Action
If you’re an edtech startup, this strategy can be a great way to reach your target market. But how do you make sure your emails are successful? Use a call to action.
Here are three tips for using a call to action correctly:
- Tell them what they will get in return for taking the desired action;
- Give them straightforward instructions on what to do; and
- Make it clear that the offer is time-sensitive.
If it’s a mobile specific action like downloading an app, make sure you create a QR code and include it in your emailer, so it’s easier for them to switch devices.
Tip 3. Use a Dedicated Landing Page
Email marketing can be a great way to reach your target market as an edtech startup. But it’s important to do it right.
And when it comes to email marketing, a dedicated landing page plays a critical role.
Landing pages are more than just the web address from which someone reaches your website.
They are specifically designed to promote one goal or idea, and that goal is typically conversion: getting someone to sign up for something like your newsletter or whitepaper.
4. Influencer Outreach
There’s no doubt that marketing is essential for any business, but it can be especially challenging for edtech startups.
With such a tough competitive niche, it can be difficult to get noticed. Luckily, there are a few things you can do to help get your name out there. One of the most effective marketing strategies is influencer outreach.
Influencers are trusted voices in their communities and have the power to spread positive word-of-mouth about your company. They often have high follower counts on social media platforms, such as Twitter, Instagram, YouTube, and Facebook.
Getting them on board with your brand will lead to more visibility online and could result in some awesome partnerships down the line!
5. Search Engine Optimization
Search engine optimization (SEO) is the process of optimizing an online website for Google search. Its goal is to earn higher web traffic levels and improve the visibility of the site.
There are many tools available to help with this process, including Moz, which offers an in-depth analysis of how your site ranks on specific keywords.
The basic approach to SEO is to create content that will rank well in searches, provide relevant information about your company, and get people talking about you on social media sites like Facebook and Twitter.
Here, let’s take a look at how you can optimize your own edtech startup’s SEO strategy:.
1. Keyword Research
Start by researching your keywords. What terms will your potential customers use and input into the search field when searching for your product or service?
You can use an online tool like Google AdWords Keyword Planner or Semrush to get started. Once you have this list of target keywords, you can begin optimizing your site.
2. Title Tags
As an edtech startup, it’s important to make sure your website is optimized for search engines. This means using the right title tags for your site.
Tags are words or phrases that help visitors find what they’re looking for. If you have a blog, then use your blog post titles as tags – but remember to keep them short and descriptive!
3. Organic vs. Paid Search
As an edtech startup, you want to make sure your website is appearing as high as possible on search engine results pages (SERPs). There are two ways to do this: organic and paid search.
Organic search relies on the relevance of a page’s content to a keyword query combined with other signals like links from other sites and social media shares.
Paid advertising is shown based on the keywords entered by a user at the top of the SERP or on individual websites.
Both methods have pros and cons, so it’s important for an edtech startup to determine which strategy will best suit their needs.
4. Local Targeting Options
By targeting a local audience, you can more easily connect with potential customers and clients who are interested in your product or service.
You can also take advantage of local search engine optimization (SEO) techniques to help your website rank higher in search results for relevant keywords.
One of the most important aspects of creating an edtech startup is attracting the right amount of attention through marketing strategies. Given that many other businesses also deal with similar products and services, standing out from the competition can be difficult.
However, once you get your marketing strategy nailed down, it will be much easier to attract investors and clients to your startup and get things moving in the right direction. Thus, if you are in the edtech niche, implement these marketing strategies today!