EdTech Marketing Strategies: A Complete Guide

We’re creating a database of Edtech Marketing Strategies that you can learn and apply on your EdTech Software or Service company using our experience to reach, convert, and sell.

A Quick Introduction

Aren’t you tired of Every Single Time you want to talk about Edtech Marketing Strategies, people slapping back with traffic channels? I know I am.

That’s why I created this guide that distils strategies, taking into consideration goals, objectives, KPIs, and everything that comes with them in the EdTech industry.

Who am I?

My name is Rod Vronscki, founder of SaaSsy – an EdTech dedicated marketing agency putting education technology companies in front of key decision-makers, in educational institutions ready to  – or looking to – purchase software solutions for their pressing problems.

The EdTech industry is booming, projected to reach a whopping $605 billion by 2027.

That’s a lot of zeros. However, innovation alone doesn’t cut it anymore. Larger companies are getting quicker to adapt or buy smaller companies to complement their portfolio.

The competition is fierce and the purchasing processes becoming complex with buying committees, RFPs, and long sales cycles.

The way to stand out and grow your EdTech company is get your software / saas in front of the right eyes, at the right time – as early as you can.

EdTech Marketing Strategic Planning and Execution Hierarchy

To understand how to apply the strategies, we need to understand how they compare to other concepts in the planning and execution hierarchy.

A strategic planning hierarchy in EdTech marketing delineates a structured approach toward achieving long-term goals.

At its core, it begins with establishing a comprehensive understanding of your target market – knowing the educators, institutions, and students you aim to serve.

From there, it advances to setting clear, measurable objectives that align with your business’s overarching vision.

This involves identifying key performance indicators (KPIs) that will serve as milestones along your path to success. Subsequently, strategy formulation becomes crucial.

It’s about defining the tactics and methods that will resonate most with your audience, ensuring engagement and conversion.

The Hierarchy

In its essence, the strategic planning and execution hierarchy goes like this:

  1. Goal
  2. Strategy
  3. Objective
  4. KPI
  5. Plan
  6. Campaign
  7. Project
  8. Tactic
  9. Traffic Channel
  10. Task


* Milestone (Spanning across Plan, Campaign, and Project levels as indicators of progress)

EdTech Marketing Strategies

What is a Strategy? (definition and place in the hierarchy)

A strategy is a high-level plan of action designed to achieve a specific goal or set of goals.

In EdTech marketing, strategies are developed based on the overall goals and objectives set by the business. They outline the approach and tactics that will be used to reach those goals.

Strategies are placed in the hierarchy after setting clear goals and before defining specific objectives. They provide a roadmap for achieving the desired outcomes and guide decision-making at lower levels.

Developing a Comprehensive Marketing Framework

A comprehensive marketing framework is crucial for the successful execution of strategies in EdTech marketing.

This framework should be informed by market research, target audience analysis, and an understanding of industry trends. It takes into account the unique value proposition of the business and how it addresses the needs and pain points of its customers.

The marketing framework should include a mix of traditional and digital tactics, customized for the specific goals and objectives of the business. It should also allow for flexibility and adaptability as market conditions change.

Effective Strategies in EdTech Marketing

In the EdTech industry, there are various strategies that have proven to be effective in reaching and engaging with target audiences.

These strategies vary from building a brand to fostering trust with the audience or creating expectations for events and conferences. Each of these strategies has its own unique benefits and can be tailored to fit the specific objectives and target audience of a business.

EdTech Marketing Automation

Marketing Automation enables your EdTech company or startup to make the most out of a small digital marketing team.

It not only acts as a tool to save time, but based on rules and workflows, directs how and when you will interact with prospects, leads, and customers.

You can use marketing automation tools to integrate website visitors into retargeting audiences, uncover key company accounts for ABM campaigns, or score leads in your CRM integrations to trigger subsequent marketing automations.

The benefits of adopting automation tools go beyond the immediate productivity, as you can measure KPIs associated with each type of automation. You can learn, optimize, iterate, and apply the new gains to other marketing efforts.

Multiple aspects of marketing can be automated, such as lead generation, lead nurturing, email sequences, social media marketing, workflows, behavioral targeting, personalization, segmentation, or outreach and follow-ups.

In the end, you’ll be leveraging insightful analytics to make data-driven decisions.

Omnichannel Marketing Automation

Omnichannel marketing automation involves using multiple channels, such as email, social media, and SMS, to reach potential customers. This provides a seamless and personalized experience for leads, increasing the chances of conversion.

As it reaches multiple channels, collecting different pieces of data, omnichannel marketing automation helps create a more in-depth view of the visitors and leads interacting with your campaigns.

Other Types of Marketing Automation

  • CRM automation
  • Email marketing automation
  • Content marketing automation
  • Social media automation
  • Ad campaign automation
  • Web personalization automation

Setting Up Marketing Automation Workflows

Marketing automation workflows allow you to set up automated processes based on a user’s actions or behaviour. This can include sending targeted emails, triggering follow-up tasks, and updating lead scores.

Example of Marketing Automation Workflow we do at SaaSsy

One of our proven methods to generate leads, especially from Universities, follows the workflow

  1. Brand Awareness Campaigns
  2. Problem / Solution Awareness Campaigns
  3. Thought Leadership Campaigns
  4. Conversion into Lead
  5. Lead Scoring and/or Account Scoring
  6. Lead Retargeting and/or Account-Based Retargeting
  7. Lead Nurturing and/or Account Nurturing

A main aspect of this workflow is we target a committee after a person has flagged interest as a lead or we’ve noticed too many visits from a certain institution on key pages.

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EdTech Demand Generation Workflow

Get your marketing team to design your custom EdTech demand generation strategy based on this workflow.
A DemandGen workflow helps you plan and execute lead generation funnel and campaigns to fuel your sales pipeline.

Content Marketing for EdTech

EdTech Content Marketing is centered around the strategic creation and distribution of worthwhile and pertinent content, in order to draw in, hold on to, and grow an audience within the educational technology industry,

Content marketing is a potent tool that EdTech companies can use to establish thought leadership, increase brand awareness, and eventually spur growth. By delivering outstanding content on a regular basis like blog posts, whitepapers, case studies, webinars, and infographics, for example, you can establish your brand as an industry authority and win over your target audience.

When EdTech companies use content marketing, the results are diverse. It not only aids in drawing in new leads and prospects, but it also strengthens current connections by offering insightful information and remedies for their problems. Higher conversion rates and greater client loyalty and retention result from this over time.

In the EdTech industry, content marketing serves a variety of purposes, such as informing prospective clients about your offerings or demonstrating your subject-matter expertise. It can also be used to address common issues that administrators and educators encounter, establishing your business as a trustworthy companion on their path.

Adopting a content marketing strategy has significant advantages for EdTech companies. It enables you to build a solid online presence, increase search engine visibility, and increase organic traffic to your website. These benefits go beyond simple brand awareness. You can create a feeling of community around your brand and promote engagement and interaction, offering insightful and useful resources.

It is possible to automate several content marketing processes in order to improve productivity. This covers audience segmentation, content scheduling, programmatic SEO, distribution through various channels, and performance monitoring. EdTech companies can ensure a consistent and targeted approach to their content efforts while freeing up valuable time and resources by utilizing automation tools and platforms.

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Social Media Marketing for EdTech

Using social media platforms to effectively market and sell educational technology goods and services is known as “EdTech Social Media Marketing.”

You’ll see significant results for your EdTech company’s marketing and growth by leveraging social media’s vast reach and engagement potential. It provides you with a direct line of communication with your target market, enabling you to effectively present your offerings, interact with prospects, and encourage conversions.

Make use of social media marketing to build relationships with customers, generate leads, and raise brand awareness. Your EdTech company can become an industry leader by creating and distributing strategic content, which will draw in interested readers who are ready to learn more about your offerings.

Adopting social media marketing has advantages that go beyond increased visibility. Gaining insightful knowledge about the tastes, actions, and patterns of your audience will help you to improve your marketing tactics and achieve the best possible outcomes.

You can look into a number of social media marketing categories, such as influencer partnerships, paid advertising, analytics tracking, community management, and content planning. Every component is essential to improving the online visibility of your EdTech business and fostering deep connections with your target market.

You will be able to establish a personal connection with your audience through social media marketing, which will help you develop a loyal following for your brand over time.

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SEO Strategies for EdTech

EdTech SEO Strategies consist of implementing techniques to improve your educational technology company’s online visibility for search engines.

For your EdTech company, putting SEO tactics into practice can have a big impact by increasing your website’s organic traffic and visibility. This increased exposure has the potential to raise brand awareness and, in turn, spur business growth.

Your website’s content, meta tags, and structure can all be improved with SEO techniques to make it more search engine friendly. Doing so increases the likelihood that your products will appear higher on search engine results pages (SERPs), which will make it simpler for prospective clients to find you.

One of the primary advantages of using SEO strategies is the ability to target specific keywords associated with your EdTech products or services. By using a targeted approach, you can make sure that people who are actively looking for information or solutions related to your offerings find your website in search results.

Technical SEO, link development, on-page optimisation, and keyword research are just a few of the elements that make up SEO. You can develop a thorough SEO strategy that increases your chances of ranking highly in search engine results by taking care of each of these factors.

Keeping your website visible to prospective clients with SEO strategies help you maintain your competitiveness in the crowded EdTech market. You can outperform rivals and hold onto your ranking in search results by consistently refining your SEO strategy.

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EdTech Branding

EdTech branding is the process of creating and fostering the market image and perception of your educational technology company.

You can stand out from the competition, gain the confidence and trust of your target market, and eventually propel growth and success by carefully crafting your brand.

From your website and social media presence to your product design and customer interactions, you can use branding to create a unified and memorable experience across all touchpoints.

Maintaining a consistent brand makes it easier for your audience to remember and identify you among the noise in the market.

You can establish a deep emotional bond with your customers through effectively communicating your company’s values, mission, and unique selling propositions with your branding.

The creation of a logo, choice of colour schemes, brand messaging, tone of voice, and visual identity components like fonts and imagery are important components of EdTech branding.

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Email Marketing for EdTech

EdTech Email Marketing entails using email campaigns and strategies to promote and sell educational software and services.

You can efficiently nurture leads and reach your target audience through email marketing, helping them along the customer journey from awareness to conversion.

Your EdTech company’s marketing and growth will see notable results from email campaigns, which can raise brand awareness, encourage engagement, and eventually result in more revenue and conversions.

Deliver useful content, like product updates, educational materials, and exclusive offers, to your audience through email marketing by customising it to their interests and needs.

Sending out email marketing to your EdTech company has several advantages, such as being scalable, affordable, and providing the means to monitor and evaluate campaign performance indicators.

Email drip campaigns, subscriber segmentation, personalised email sequences, and automated follow-ups based on user behaviour are just a few of the email marketing features that can be automated.

You can hone your tactics, maximise results, and advance your EdTech marketing initiatives with the help of insightful analytics obtained from email marketing campaigns.

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Influencer Marketing in EdTech

In the EdTech industry, influencer marketing involves partnering with social media influencers to market edtech saas, software, or service to specific audiences.

Influencers in the education sector have credibility and reach that you can leverage to gain more trust and brand recognition from your target audience. When compared to conventional marketing strategies, this may result in increased engagement and conversion rates.

Influencer marketing can be used to promote your EdTech solutions through sponsored content, product endorsements, or partnerships with well-known education-related influencers.

Beyond seeing results right away, influencer marketing has numerous upsides for your EdTech strategy. You are able to improve your marketing approach over time by gaining important insights into the tastes and habits of your target audience.

Influencer marketing can be customised to meet your unique objectives in a number of ways, including increasing sales, improving website traffic, and raising brand awareness. Working with influencers who share the same values as your brand and connect with your target audience gives you flexibility.

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Video Marketing for EdTech

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EdTech Event Marketing

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EdTech Lead Generation

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EdTech Content Distribution

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EdTech Email Automation

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EdTech Social Media Advertising

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EdTech Content Strategy

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EdTech Audience Research

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EdTech Marketing ROI

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EdTech Website Optimization

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EdTech Mobile Marketing

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EdTech Marketing Analytics

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EdTech Conversion Rate Optimization

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EdTech Marketing Campaigns

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EdTech Marketing Funnel

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EdTech Marketing Partnerships

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EdTech Marketing Case Studies

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EdTech Marketing Challenges

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EdTech Marketing Best Practices

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EdTech Marketing Metrics

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EdTech Marketing Strategy Development

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EdTech Marketing Strategies

EdTech Marketing Strategies

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