Tips to Stand Out in a Saturated B2B EdTech Market

The days when you can stand out from other B2B EdTech companies using only traditional marketing and sales methods are gone. Marketing to a broad audience via Ads and making sales with cold calls while making generic sales pitches now taint your company’s name instead of boosting your brand recognition.

These techniques can also be pricey, both financially and time-wise, compared to the results they provide.

80% of B2B decision-makers like to get information from a collection of short articles rather than advertisements. (Nurture)The most effective method to compete in a saturated market today is by offering your ideal clients informational and helpful content to keep them engaged.

Simply put, offer ‘value’ to your leads. According to Hubspot, this type of marketing and sales is known as the ‘Inbound Methodology,’ it has been proven to create significantly more organic website traffic and leads.

Here are tips to use Inbound to help you stand out in the saturated Education Technology (EdTech) market:

What Does EdTech Stand For

EdTech is an abbreviation for ‘Educational Technology.’ The main business goals of the industry are to offer the best technology product or service when it comes to learning in districts. EdTech increases collaboration and personalization between education professionals and ultimately improves student outcomes.

Focus on Your Potential Buyers

When people first see your company website, they’re not necessarily prepared to buy your service or product immediately. They’re probably looking for solutions to their issues and for possible services that can help them solve their problems as opposed to searching for specific products or brands. Therefore, your marketing and sales efforts need to be concentrated on offering information, suggestions, and insights to address your potential customers’ questions.

For example, you can create blogs, eBooks, case studies, and infographics on subjects relating to picking the best Education Technology (EdTech) products, things to avoid, current trends in the Education Technology (EdTech) market, etc. Educating potential customers on such topics will position you as an Education Technology (EdTech) market authority and help you stand out among your competitors.

Be Consistent

88% of B2B online marketers claim that content is essential to their general marketing strategy. (Content Marketing Institute)To attract attention in a saturated market, you need to be consistent in your content strategy. Consistency relates to your ‘voice’, brand positioning, and posting regularly on all the platforms where you share content.

Your potential customers should be able to identify your brand name instantly, even when the logo is not displayed. A frequent cadence of top-quality content will keep your brand in the potential customers’ minds and boost their chances of purchasing.

Leverage Employee Content

It’s easy to only focus on getting the opinions of external thought leaders and ignore company employees. Nonetheless, your employees are an essential resource for important information. For example, they can share their own journey in the company and why they enjoy working there. They can also share their professional viewpoints on B2B EdTech market trends.

If you were to produce a product demo video, it’s a good idea to use an employee instead of an outsider. Using staff member content will humanize your company and help develop better bonds with your potential customers.

Use Relevant Keywords and Phrases

Optimizing your website using key search phrases is important for bringing in organic traffic from search engines like Google or Bing. Do some research to find the common keywords used by your potential customers when researching online.

Tools like Google Keyword Planner, Wordstream, and SEO Book are handy. Focus more on the less competitive, long-tail key phrases.

Maintain a Social Media Presence

92% of company owners agree that social media is essential for their businesses. (Neal Schaffer)You need to keep a solid social media presence to stand out in a saturated market.

Create an account on all social media platforms your potential customers use regularly. Have a schedule for releasing content to keep your fans engaged. Monitor conversations about the Education Technology market and offer valuable insights. When you release new content on your blog, make sure to share it on social media. This will bring more traffic to your site and ultimately increase your sales.

Nurture Your Leads Over Time

Attracting attention in a saturated B2B EdTech market continues beyond bringing new visitors to your business website.

When your marketing team puts new leads into the funnel, your salespeople should nurture them to help them become customers. Effective Lead Nurturing occurs via routine meaningful contacts, like regular emails full of insightful content your potential customers might need. Make sure each email is customized, beginning with the subject line, so it boosts the click-through rate.

You can also use email automation software programs from businesses like HubSpot to help you. Nurturing your leads via an individualized approach will help your business stand out in the competitive market.

Closing Thoughts on B2B EdTech

The key to remaining visible in the saturated Education Technology (EdTech) market is making yourself easier to locate. In contrast to expensive advertisements and cold calls that might annoy people, Inbound Marketing and Sales will help establish you as a leader in the Education Technology (EdTech) market and attract more qualified leads to you without you reaching out to them first.

We’ve worked with numerous Founders, CEOs, and Executives to implement the Inbound Methodology in their Education Technology (EdTech) business. Don’t hesitate to book your free strategy session now to get help reviewing your assets and get insights and suggestions to stand out in a competitive market.