The days when you can stand out from other Education Technology (EdTech) companies using only traditional marketing and sales methods are gone. Marketing to a wide audience via advertisements and making sales with cold-calls while making a generic sales pitches now taint your company’s name as opposed to boosting your brand recognition. These techniques can also be pricey both financially and time-wise, compared to the results they provide.
According to a study by Roper Public Affairs, 80% of B2B decision-makers like to get information from a collection of short articles rather than advertisements.
The most effective method to compete in a saturated market today is by offering your ideal clients instructive and helpful content to keep them engaged. Simply put, offer ‘value’ to your leads. This type of marketing and sales is known as the ‘Inbound Methodology‘, and it is proven to significantly create more organic website traffic and leads, according to Hubspot.
Here are tips to use Inbound to help you stand out in the saturated Education Technology (EdTech) market:
Focus on your potential buyers
When people first see your company website, they’re not necessarily prepared to buy your service or product right away. 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 that will address your potential customers’ questions. For example, you can create blogs, e-books, 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, and so on. Educating potential customers on such topics will position you as an authority in the Education Technology (EdTech) market and help you stand out among your competitors.
According to a Content Marketing Institute study, 88% of B2B online marketers claim that content is an essential part of their general marketing strategy. To attract attention in a saturated market, you need to be consistent in your content strategy. Consistency relates to your ‘voice’, brand name positioning, and posting regularly on all the platforms where you share content. Your potential customers should have the ability to identify your brand name instantly even when the logo is not displayed. A frequent supply of top-quality content will keep your brand name on the potential customers’ minds and boost their chances of making a purchase.
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 trends in the Education Technology (EdTech) market. If you were to produce a product demo video, it’s a good idea to make use of an employee as opposed to 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 extremely important for bringing in organic website traffic from search engines like Google or Bing. Do some research to find out the common keywords used by your potential customers when researching online. Tools like Google Keyword Planner, Wordstream, and SEO Book are extremely useful for this. Focus more on the less competitive, long-tail key phrases.
Maintain a solid social media presence
According to research by Social Media Examiner, 92% of company owners agree that social media is essential for their businesses. To stand out in the saturated market, you need to keep a solid social media presence. Create an account on all social media platforms that your potential customers use regularly. Have a schedule for releasing content to keep your fans engaged. Monitor conversations going on about the Education Technology (EdTech) market and offer valuable insights. When you release new content on your blog, make sure to share it on social media. This will bring in more traffic to your site and ultimately increase your sales.
Nurture your leads over time
Attracting attention in the saturated Education Technology (EdTech) market does not stop at bringing in new visitors to your business website. When your marketing group puts new leads into the funnel, your salespeople should nurture them to help them become customers. Effective Lead Nurturing takes place via routine meaningful contacts, like regular emails full of insightful content that 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 websites like HubSpot to help you. Nurturing your leads via an individualized approach will help your business stand out in the competitive market.
The significant takeaway
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 as well as suggestions to stand out in a competitive market!