Tremendous optimism about philanthropy solving health and hunger issues, survey finds
7 reasons ed-tech companies are going the digital marketing route
Posted on December 20, 2021
by Udit Verma, CMO, co-founder of Trackier
While digital marketing is redrawing the rules of the game for businesses and businesses, whether traditional or new-age, ed-tech companies have not remained insensitive to this trend. Technology being the common denominator between how ed-tech businesses work and how digital marketing works, the former would find a natural affinity and familiarity with the latter. Even though the Covid-induced lockdowns, the closure of educational institutions and stay-at-homes had given a boost to the ed-tech sector and indeed the entire ecosystem, ed-tech companies tech and online platforms have not remained dependent solely on the ebb and flow of the pandemic. Even as the cost of customer acquisition – which had fallen nearly 30-40% at the height of the pandemic – is said to be on an upward trajectory once again, ed-tech companies are massively turning to digital marketing in order to develop themselves and to develop their activity and acquire new customers and patrons who learn.
Of course, edtech companies strive to fulfill the prerequisite of knowing and understanding the demographics of their student/learner-customers. And age is not the only demographic factor that determines a learner’s inclination and choice for a particular course or platform. Here are some of the ways ed-tech companies are taking the digital marketing route.
Content marketing is a natural fit for learning content
This content remains at the heart of any learning process and the program cannot be disputed. As such, posting snippets of relevant content in the form of blog posts, podcasts, case studies, infographics, videos, etc. across various online mediums, including the ed-etch company website, is a direct way to attract customers and patrons. At the same time, companies also use extensive keyword research so that appropriate keywords related to course content can be incorporated into promotional content.
SEO marketing enables content discovery
And inevitably, as a complement to content marketing, SEO has been an inexpensive tool in the digital marketing toolbox of edtech players. While content marketing depends on the substance of the content itself, SEO using proper keyword research determines the path of content discovery allowing ed-tech company content and material to rank higher on Google and other search engines organically. At the same time, SEO also ensures that the website of the ed-tech company is designed and structured in such a way that it is not only easy to navigate and search by potential students and learners, but that it also have backlink profiles linked to high authority and credibility websites.
Social media marketing popular and interactive media
Given the nearly 24/7 social media culture that has become the norm today, ed-tech players are sparing no effort to take advantage of this powerful digital marketing medium. . For example, a leading ed-etch platform has launched a new learning challenge for people, responding to which everyday people as well as celebrities and influencers have posted videos of themselves showing off acquiring skills. a new learning. Similarly, companies are also posting previews, teaser videos of their learning content on social media to excite the curiosity and interest of students and learners. The interactive nature of the medium with a free flow of questions and answers, and comments apart from private messages has made social media a popular medium for online education platforms to capture the attention of learners.
Specific programs, not keywords driving PPC marketing
At the same time, ed-tech companies are not shy about using paid search modes such as PPC marketing. However, instead of using general terms as keywords like those used in consumer products, information technology companies use campaigns structured around specific programs to rank higher on search engines and drive traffic to their websites. Since taking an online course is ultimately a bottom-of-funnel stage of a learner’s engagement journey with an ed-tech company, companies while bidding for highly competitive keywords – a expensive proposition – also focus on specific geographies and other related demographics.
Adopting influencer marketing – when teachers become influencers
While celebrity endorsements have shown the way forward for some big names, edtech companies are also harnessing the power of teachers, former teachers, mentors, education enthusiasts and thought leaders to motivate and influence the decision of students and learners. By participating in question-and-answer sessions, online discussions, webinars and frequently organized conferences, these teachers and experts – who have their own followers – effectively serve as influencers for the company, directly or indirectly. . As such, they help the company build credibility while cementing the company as a brand in the hearts and minds of learners.
Affiliate marketing a concrete strategy based on performance
The most advanced and digitally savvy IT companies have even gone for affiliate marketing, a strategy involving multiple advertisers and publishers in which a payment is made only when a certain result pre-negotiated endpoint, such as installs, registrations and orders, is achieved. While this cuts down on unnecessary marketing spend and helps drive targeted, high-quality traffic, it also gives the business a clearer view of which publishing channels are working and which aren’t for a given campaign. . For this, ed tech players can partner with Trackier, a leading provider of ad technology solutions with proprietary and advanced technology-based affiliate marketing tracking tools.
Video marketing as a ubiquitous tool
Whether it’s snippets of actual course content, an advertisement, or campaign content for an ed-tech company, video marketing is part of almost every other form of channel. digital marketing tools used by ed-tech companies.
Email marketing initiates a personal conversation with learners
With links to a virtual library of e-books and online content, some free and some paid, as well as an exchange platform with a community of experts, e-mail raises awareness, the interest of a future learner and encourages him to sign up for a course. Offers and discounts also help to onboard new learners. Online testimonials in the form of text, audio and videos have also been used by companies in this regard.
So, building on the need for mid-career upskilling and advancement courses in the broader context of a more digitized work culture in addition to regular courses, these edtech companies are not letting nothing by chance. Digital marketing is proving to be their gateway to growth, and even to the future.