Whether you’re a recognized Education Technology (EdTech) firm or a start-up entering the market, you need an appropriate EdTech marekting plan to bring in website site visitors and convert them into leads. This involves recognizing your target market and executing the most effective strategies to reach them. Nowadays, marketing pros need a variety of abilities including: strategy development, content writing, email marketing, social media marketing, and SEO among others.
Here are some ways that you can begin to build an Inbound EdTech Marekting Plan for your Education Technology (EdTech) business that will allow you to bring in site visitors, and convert them into buyers:
1. Create Buyer Personas
Before marketing your service or product, you have to understand who exactly you are targeting, what their requirements are, and what type of message will resonate with them. As a result, the first step in your marketing strategy needs to be for your business to specify your Buyer Personas (imaginary personalities that mirror your optimal consumers). For example, individuals that may be curious about acquiring your services or product can be ‘Health Services Manager Megan,’ ‘Private Practice Owner Oswald,’ or ‘Physician Patty.’ Each of these buyers has different obligations, objectives, and obstacles. Defining each of your Buyer Personas will allow you to produce content that will undoubtedly prospects that fit your personas.
2. Map Out Buyer Journeys
After developing your Buyer Personas, take the time to understand how they think and what would move them to making a buying decision. Meeting clients that fit into your Buyer Personas and asking them exactly what difficulties, objectives, obligations, and questions that they had prior to buying into your solution. According to HubSpot, the Buyer’s Journey has 3 phases: Awareness, Consideration and Decision. Understanding which phase of the journey that your Buyer Personas are in will allow you to generate strong content that is relevant to the needs of your Buyer Personas.
3. Establish Your Marketing Goals
Determine exactly what you would like to accomplish with your marketing strategy and when you intend to see an return-on-investment (ROI). Make sure that your objectives are specific, quantifiable, achievable, appropriate, and timely. Several of the key efficiency indicators (KPIs) you can include:
Your sources of website traffic (email, social media, blog writing, SEO, PPC)
One-of-a-kind website site visitors
The variety of inbound leads
Visitor-to-lead conversion rate
Lead-to-customer conversion rate
There many ROI measuring tools that could make your job far easier. Most notably, Hubspot supplies the most comprehensive analytics that you could need, all in one platform.
4. Recruit a Marketing Team
Inbound marketing requires an extensive range of abilities including copywriting, blog writing, website design, internet analytics, email marketing, SEO, social media monitoring and conversion rate optimization. If you do not have the capability to all of this internally, it is suggested that you outsource at least some tasks to Inbound experts. This could set you back a firm in between $150K a year by employing consultants handled by marketing employees, or over $350K a year hiring workers for in-house. Collaborating with a specialized Inbound Partner, like Responsify, will likely save you over 50% of what you would expend using a do-it-yourself (DIY) approach, and guarantees that you will obtain the strategy and resources that will make Inbound Marketing work for your own business!
5. Develop Your Content Strategy
Considering that the visitors that come to your website are all in different stages of the Buyer’s Journey, you should craft a diverse content strategy to make sure that you are catering to prospects at every stage. Below are the stages of the Buyer’s Journey:
Awareness Stage— At this phase of the trip, your Buyer Personas are seeking info to help identify the issues they are having. Your objective at this stage needs to not be to advertise your Education Technology (EdTech) firm to them, but to provide information that will help your prospects identify their problems. Content in the form or infographics, blog posts, slideshare presentations, and enlightening video clips are suitable for the awareness stage of the journey.
Consideration Stage— Your ideal buyers, at Consideration phase, have determined what kind of issues they are facing, and are now looking for a solution. This is where you can employ content that sympathizes with their troubles and recommends solutions. With your incredible content, you could build trust with your target market and collect their contact information by offering premium content such as ebooks or data reports. However, keep in mind to not provide all of your solutions in the posts and infographics! You need to be the ultimate solution to their problems– but you should not point that out just yet.
Decision Stage— Prospects in the Decision phase are those that have completed recognizing their troubles and are now looking for a specific solution. Buyer Personas at this stage in the process are reviewing various services or products that they think will solve their problems entirely. At this stage, you could make use of content to both enlighten your visitors and explain your Education Technology (EdTech) firm’s options to them. Demo video clips, complementary evaluations, blog posts, catalogs, sales brochures, case studies and spec sheets are all excellent ways to advertise your brand name to your ideal buyers.
6. Build Your Audience
Leads frequently cannot purchasing decision because of a lack of details. Among the most effective methods of keeping your leads informed is by beginning a campaign of automatic Lead Nurturing Emails. According to a study conducted by Email Monday, more than 70% of firms attain their highest possible ROI through the use of Email Marketing. There are many methods that you can employ to build out your email list. First, have an opt-in form prominently displayed on your website’s homepage or as a popup. Offer an incentive such as an eBook where individuals are asked to provide their name and email address before they can download or install your offer. Social media components and webinars are awesome choices for developing email lists that you may want to consider.
7. Optimize Your Blog Content
Your blog is an essential aspect of the overall Marketing Plan. Optimizing your blog content is a fantastic way of enhancing your rank on search engines as well as driving even more traffic to your site. Create long-form content (usually greater than 750 words, also far better if 2000+ words) for a far better search engine position. Always remember to employ different types of interactive content such as Podcasts, Videos, Infographics, Surveys and Polls. Use as many visuals as possible to get the attention on your target market. Considering that many people will be trying access your blog on their mobile phones, make sure that your website design is responsive.
8. Improve Your Social Media Strategy
A collection of studies offered by Business 2 Community has revealed that many people discover information concerning services through social media. Having a reliable social media strategy allows you to engage followers with your content, which will increase the chances of your followers transforming into leads or even buyers! Make sure to have specific goal for every social media interaction such as increasing the amount of shares and that you get. Share incredible content that deals with the troubles of your target market. You can do this through images, curated content, social video clips, or even blog posts. Do not forget to share, like, and comment on your followers’ posts to keep your social media presence up.
The Bottom Line
All the pointers discussed above for producing a marketing strategy are an outline of the Attraction and Conversion stages of a unique marketing technique known as Inbound Marketing. Inbound stresses the importance of generating academic content that will undoubtedly convert your visitors into qualified leads. Your Education Technology (EdTech) business could use Inbound to draw in brand-new site visitors, convert them into leads, and nurture those leads into faithful consumers.
It could be challenging to do every all of this alone. We here at Responsify team up with Education Technology (EdTech) marketing professionals to offer strategy, support, and help in carrying out these tasks. By collaborating, we help marketing experts tactically draw in brand-new site visitors and convert those visitors into qualified leads and, eventually, delighted clients!
We’ve aided many marketing pros outline and execute competent Inbound Marketing Plans. Do not hesitate to book a free strategy session now to help you examine your possessions and obtain valuable insights and ideas to take your business in the right direction!