Creating and communicating the right message for the right audience is essential for any Ed-Tech to leave a powerful impact.
Following the same strategic frameworks adopted by the competitors or not experimenting with your brand may leave you forgotten by your customers. Yet, while experimenting marketers must ensure that their moves build and leverage their brand.
The digital education industry is emerging rapidly and it’s easy to overlook some areas of mistakes that may create an imbalance in the marketing approach. Therefore, before pursuing a marketing strategy, marketers must be mindful of the following mistakes:
Build a brand and don’t just market the product:
The Ed-Tech industry is much more complex when it comes to business. A unique approach is required to influence all stakeholders say, teachers, parents, students, and administrators. It is important to take note that the Ed-Tech stakeholders rely on word of mouth and in-person communication while choosing. Therefore, marketers need to focus on building a brand rather than just promoting a product or service for success. Choosing buzzwords or taglines is okay, but developing a clear and unique tone of voice that justifies the mission and vision is the core.
Defining the stakeholders:
“One size fits all” philosophy is the biggest mistake that Ed-techs make. It is crucial to differentiate if the market that the business caters to is B2B or B2C. That said, Ed-techs misidentify their buyers, end-users, and other stakeholders. A target market must favorably be rated over 5 key criteria:
- Measurable: The size, purchasing power, and characteristics should be measurable
- Substantial: The size of the target audience should be large and profitable enough to serve.
- Accessible: The segments must be effectively reachable and servable
- Differentiable: The segments need to be conceptually distinct.
- Actionable: The segments should be reactive to effective marketing programs.
Underestimating peers and influencers
According to EdWeek, 92% of the information and decisions related to Ed-tech are influenced by peers and online articles. Customer satisfaction will lead to organic growth when communicating and connecting with stakeholders. Along with deliverables, Ed-techs must also pay attention to building the trust of their users. With massive data sharing online, privacy and confidentiality have always remained a point of concern. Businesses should therefore regularly regulate and consider themselves accountable from early stages.
Knowing what’s happening in the target audiences’ community
When communicating with the target market, marketers need to involve with the people directly. Marketers can start by creating a community that appeals to passions, creates content, and encourages participation. This helps in aligning with the members, adding value, and keeping the audience engaged. Choosing hot topics that have not previously served engagement or solutions are perfect to spark discussions. Using quizzes and surveys may also serve the purpose.
Marketing is a long process. It is important to be proactive with all marketing activities. Using CRM tools like LeadSquared provides a winning edge by measuring both marketing and sales parameters. Using functions like automation workflows helps to prioritize leads basis their behaviors and convert them to users. This software seamlessly integrates the leads from various sources while tracking online and offline activities.
To sum up, Ed-techs need to be creative, proactive, and aware of what concerns their key segments. They need to be flexible in their approach to make this field a rewarding one.