The main goal of every Education Technology (EdTech) Chief Executive Officer or Director is to expand the business. One of the best methods of growing any type of business is to have a reliable marketing and sales strategy. Conventional marketing relied on spending money on newspaper and publication advertisements. Traditional sales also included cold-calling and making sales pitches to individuals that might not be interested in your products.
Luckily, in recent years a more reliable way of growing your business has emerged in a brand-new approach called the ‘Inbound Methodology‘. This marketing and sales strategy concentrates on drawing in potential customers online (when they are researching) and transforming them to customers using helpful, relevant content and effective nurturing methods. Recent research by Hubspot revealed that 93% of businesses using this Inbound Methodology reported a greater return on investment (ROI).
Here are 7 ways you could broaden your Education Technology (EdTech) company using Inbound Methodology:
1. Understand and identify your potential customer
Broadening your business will require having a detailed understanding of your ideal clients. This can change a little bit as a business develops its offerings. Take some time to produce Buyer Personas of your ideal customer. This needs to be a thorough exercise, but on a fundamental level ask yourself the following to questions:
- What are their work responsibilities?
- What are their unique objectives?
- What are their biggest challenges?
- How do they make decisions?
- Where do they get information?
Once you know who your Education Technology (EdTech) business is targeting, your marketing and sales team can work together to plan content to educate and nurture leads accordingly.
2. Develop clear objectives for business growth
If you do not have a goal, it’s tough to evaluate. Establish clear objectives that you want to accomplish within a certain period of time. For instance, you might set a goal of generating 300 leads in the next six months. This means 50 leads monthly and 10 leads each week. In a similar way, you have to establish objectives regarding the number of customers you want to get and your preferred revenue. Monitor your progress and make changes as necessary.
3. Create a targeted content strategy to engage
An effective content strategy will help draw in visitors to your site and convert them to leads. You have to make sure that the content your marketing and sales team creates lines up with the phases of the Buyer’s Journey: Awareness, Consideration, and Decision.
Prospective customers at the Awareness phase are just starting to understand that they have a need or issue. Content at this phase should give as much information as possible to identify your potential clients’ issues with little or no sales pitches. Blog posts, instructional video clips, and infographics are great for this phase. A recent State of Marketing research study by Hubspot found that 92% of businesses that blog several times a day get customers with their blog sites.
Potential customers at the Consideration phase are more aware of their needs and are trying to find a solution to the problem they’ve identified. To help them find possible solutions, premium content such as e-books, templates, guides, slideshares, and checklists are helpful for this phase. You could ask leads to give their contact information to get these resources. Start sending them more useful information through email as you nurture them toward transforming into customers.
In the Decision phase, leads have compared their options and are prepared to buy. This is where you could discuss your services or product and show them why they need to pick you over others in the Education Technology (EdTech) sector. You could support your claims using case studies, white papers, and reports.
4. Find the keywords ideal customers are looking for
According to research by GE Capital Retail Bank, 81% of buyers research online before making a purchasing decision. Optimizing your content for search engines will increase your website’s ranking and hence make you more visible online. Your marketing team should do some research to discover which keywords your leads are using when searching online. These search phrases can be included in your page header, blog posts, meta description, page URL, and alt photo message. Just a tip: long-tail keywords that have less competition will improve your chances of success. Nevertheless, stay clear of the stuffed key phrases considering that this might lead to being penalized by search engines.
5. Share your content through the right channels
Having useful and optimized content will not immediately lead to visitors swarming your website. You will need to advertise your content in order to create website traffic. Share links to your blog posts on your social media platforms. Premium content like e-books and white papers can be advertised via your email list. Targeted social media marketing could also be an efficient way to promote your content.
6. Take advantage of marketing automation properly
According to Hubspot, marketing automation is using a software program to automate marketing processes such as campaign monitoring, customer data integration, and customer segmentation. Marketing automation allows processes that would have been executed by hand to be executed more efficiently. You could choose from a variety of marketing automation systems including Marketo, MailChimp, GetResponse, Hubspot, and Eloqua. The majority of these systems include features for Lead Nurturing, website visitor monitoring, CRM, social media, reporting, and analytics. Making use of automation will help simplify your marketing tasks, save you valuable time, and increase your revenue.
7. Align your marketing and sales teams
It’s essential to create great content. It’s also crucial to plan effective lead nurturing. But, if you have a marketing and a sales team whose objectives and efforts are not aligned with one another, you’ll experience some problems. That’s where ‘smarketing’ comes in. As a manager who oversees all tasks, it’s suggested that you hold weekly or monthly meetings for your marketing and sales teams to help them update each other with new information, go over objectives, and be on the same page. Ensure that they’re always collaborating with each other as opposed to competing with one another by providing incentives that profit both your groups.
The Bottom line
There you have it: seven remarkable methods you can use to grow your Education Technology (EdTech) business. Inbound Marketing and Sales is brand-new, and if you make the most of it you will not only have the ability to scale your company faster but also have delighted employees that work well with each other.
We’ve helped many Founders and CEOs implement Inbound into their marketing and sales processes. Do not hesitate to request a free strategy session now to help you review your assets and get free insights and ideas to help you and your team grow your company!