Leading an emerging Education Technology (EdTech) firm into growth is a tall order. The traditional method of achieving growth would be to pump cash into digital advertising to a bigger target market, hoping to get a couple of leads. This uses up a great deal of your staff and financial resources, without a substantial return on investment (ROI).
A unique and brand-new marketing and sales technique is called Inbound. Inbound includes bringing in and nurturing potential customers with content based on their passions, objectives, difficulties, and challenges. In accordance with a recent report on the state of Inbound by MIT, 68% of businesses say that Inbound strategies have shown rapid growth!
Here are some strategies for executing Inbound to grow your Education Technology (EdTech) business:
To grow your company, you have to have a clear understanding of the specific market you are targeting. Take some time to build Buyer Personas (imaginary depictions of your optimal customer). Identify what their work duties. What are their objectives and goals? What are their exact difficulties and challenges? How do they make decisions? Where do they get information? Getting the answers to these questions will make it simpler for you to comprehend the needs of your target market.
Your potential customers are constantly trying to find information on various topics. One of the most effective methods of drawing in leads and engaging them is by releasing different types of content on a regular basis that would intrigue your ideal customers. This can be anything from blog posts, infographics, brief video clips, whitepapers, webinars, and e-books. Expanding your content will help get to a broader target market as well as increase your conversion rates. You can ask your marketing team to produce a content schedule that will help you schedule your content on a month-to-month, once a week, or daily basis. This will help you remain focused and consistent. According to Hubspot, B2B marketing experts that make use of blog posts obtain 67% more leads compared to those that do not.
Optimizing your website for search engines will increase your position and make it much easier for potential customers to discover you online. The first step is to find which key phrases or expressions your leads are using when browsing online. Tools such as Google Keyword Planner can be extremely useful for keyword research. You can collaborate with your marketing and sales team to find key phrases that match your buyer identities and make use of the tools to discover relevant keywords that your ideal customers search online. When you have excellent keywords data, your content developers can place the keywords in page titles, headers, picture names, picture alt messages, URLs, and website content. SEO can also be helped by backlinks, external linking, and internal linking.
A call-to-action (CTA) is a message link or clickable button that gets prospective clients to take action. This can be purchasing a product, sharing your content or joining your subscriber list. Your content developers and marketers can utilize CTAs that prompt excitement in your leads such as ‘Download the free eBook now.’ An effective CTA should produce a feeling of necessity (e.g. ‘Buy today!’). To make your CTA stand out, your website developers should make the color of the button contrast with the background color of your website.
Getting your content released on well-known and highly-regarded websites will establish you as an authority in the Education Technology (EdTech) market and draw in even more web traffic to your business’ website. So how do you select the websites to write for? Try to find websites that cover the exact same topics as your own. If you have an Education Technology (EdTech) website, it would not make good sense to write a guest post for a fashion site. The websites you write for must have a solid Domain Authority (DA), an excellent online reputation and active reader engagement. Inspect the comment area of existing blog posts to learn if individuals are sharing the blog posts or leaving comments. The more engaged the audience, the more impact your guest post will have. Finally, figure out if the site you wish to create for allows backlinks to your website in the content or author bios. Such backlinks from an authority website will improve your search engine ranking significantly.
It’s not enough to simply have excellent content on your website. The advertising of this content needs to be done right to draw in website traffic. Social media platforms such as Facebook, LinkedIn, Instagram, Twitter, and Google+ can be extremely effective for advertising your content. Make sure to share all blog posts on your firm’s website on these platforms. If your fans or followers find the content beneficial, they may see your site and share what they discovered with their followers. This generates even more brand recognition for your business as well as greater traffic to your website. According to a recent Social Media Marketing Industry Report, 90% of all marketing experts suggested that their social media initiatives have generated a lot more direct exposure for their business.
Email marketing is an extremely effective way of nurturing leads until they convert to clients. All you need to do is offer leads premium content like e-books or reports for their contact information. When you’ve developed your subscriber list, you could then regularly send your customers e-newsletters with useful content. Offering your list special content will make them feel valued and enhance loyalty. This will enhance the variety of sales being closed significantly. A study by McKinsey revealed that email is 40 times more effective at converting lead into consumers compared to Facebook or Twitter.
All the steps discussed above come together to form exactly what is called ‘Inbound Methodology’. A handful of business in various industries have begun using these new marketing and sales strategies and have seen substantial growth. The Education Technology (EdTech) industry is no exception.
We’ve helped numerous CEOs and Managing Directors implement Inbound into their Education Technology (EdTech) business. Do not hesitate to schedule your free strategy session now. We can assist you review your assets and offer useful insights to help you grow faster!