The Power of Ed Tech Demand Generation Strategies
Securing leads for your business can seem like an uphill battle. But it all comes down to making your target audience interested in what you're selling.
What's the best way to do that?
Demand generation – a strategic blend of marketing tactics that create interest in your EdTech product. It's a comprehensive strategy encompassing all marketing aspects, from identifying the right audience to nurturing them through the sales journey. It ensures people know who you are, what you do, and what problem you solve.
Read on to learn the role demand generation marketing plays in driving EdTech growth.
Unlocking Growth: The Role of Effective Demand Generation
First, let's start by understanding what demand generation is.
In the context of EdTech, demand generation means creating interest in your product to create demand.
An effective demand generation strategy considers every step in the buyer's journey. It includes right from the moment they first interact with you to when they become customers.
Rather than focusing on your product, demand generation marketing creates awareness of a need. It believes that if a prospect understands their need and how that affects their lives, they're more receptive to the sales messages in the later stages of demand generation.
As such, the demand generation focus is to be attentive to customer needs and pain points. It helps address those with thoughtful and relevant content to create awareness and interest before selling.
Best Demand Generation Strategies that Promote Interest and Generate Leads
Here are five demand-generation strategies that create interest in your products and generate leads for your business.
1. Map out the Customer Journey For Tailored Content
Mapping out the customer journey is essential for every industry, and the EdTech industry in India is no exception. The business can tailor its content strategy by learning about the different stages of the customer journey. That way, it will be able to meet the needs of its audience at every touchpoint.
As a result, they could attract and engage potential customers and move them further down the stages towards conversion. Content marketing for EdTech helps to capture 3x more leads[1] compared to paid advertising.
Consider what the customer wants at every stage when building a content strategy.
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In the awareness stage, customers are just starting to understand their problems. So, instead of pitching your product, it is best to lend a helping hand to them in identifying their issues. Blog posts, short videos, and infographics are great for the phase.
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In the consideration stage, customers are more aware of their problems and looking for potential solutions. Content such as e-books, industry reports, and whitepapers are helpful for this phase.
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At the decision stage, the customers are ready to buy. This is where you could focus on your products or services and show it is a better solution. You can support your claims with content like case studies, client testimonial videos, and reports.
2. Leverage Social Media Marketing
Did you know that 70% of k-12 teachers[2] report using social media for professional and personal purposes? Meanwhile, 80% of college faculty use social media for professional communication[3].
All these stats emphasise the importance of social media in the educational sphere.
With its help, you can connect with potential prospects much more quickly as they're already on the platform for communication.
Here are three social media channels that are best for EdTech brands:
LinkedIn hosts 660 million professionals[4], including educators and academics. It has advanced targeting options that make zero-in on ideal prospects easy.
Though the channel isn't a billboard to promote your offerings, it's a forum to show expertise and share knowledge. You can post thought leadership content and share your unique take on pressing educational matters. As such, you'll build your brand as an informational hub that will be hard to ignore.
95% of universities[5] leverage Facebook for formal and informal educational purposes. So, having a consistent presence on the platform will be helpful. Leveraging Facebook lead ads helps you attract potential prospects towards your EdTech offering. Subsequently, posting organic content will help nurture prospects and boost brand presence.
YouTube
Keeping a close eye on YouTube trends, frequently asked questions, and mobile searches will allow you to uncover topics people are more interested in. These trending topics can inform the content of your YouTube videos. Something that Edureka[6] did to build relationships with its audience.
3. Build Authority with Webinars and Events
Hosting webinars and events is a great way to educate potential clients about your EdTech solution and build authority within the industry. Whether hosting in-person or virtually, they help you showcase your expertise and deliver valuable insights. That way, you can establish yourself as an authority figure while building trust and generating demand among your attendees.
Various formats are available to present your topic and engage your audience. These include:
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Q&A: Host a question-and-answer session wherein students can ask the educator questions about a specific topic.
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Single presenter: An instructor discussing a specific course and how it will benefit students.
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Multiple presenters: Take a pressing educational issue and start a discussion. Invite industry experts or a couple of renowned educators.
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Product demo: Showcasing the audience how a platform works or how to complete a specific course.
4. Tap Into the Power of Interactive Video Creation
Interactive video is a powerful medium to deliver personalised experiences, cultivate interest, and attract potential prospects. Unlike traditional linear videos, these allow viewers more control over their experience through various features. For instance, they can drag, scroll, hover, or click to complete different digital actions – similar to how one interacts with the website.
What's even better is that users engage with quizzes, exercises, download links, and opt-in forms within these videos. These features enhance the chances of conversion.
Take, for instance, EdTech companies like Khan Academy[7]. The company has made great use of interactive video to enhance the learning experience for users and increase demand. Users can play around and change the characters of their videos to understand geometry and science better.
5. Focus On Strategic Partnerships
Partnerships with other EdTech startup companies or educational institutions enable you to reach new audiences. You can leverage their networks to expand your reach when you collaborate with them.
Plus, you can use their established credibility to create interest in your product. Since people already trust them, they're more likely to listen and show interest when they speak about your business.
Alternatively, partnering with educational institutions allows you to collect valuable insights about your product. Suppose you have an online programming course meant for Class 11 students. You can share that with the institution, and they can further share it with the students. That way, you'll understand how students interact with your course and what improvements to make.
Some of the key points to keep in mind when seeking strategic partnerships are:
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Look for partnerships that allow you to unlock a new audience
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Take advantage of each other databases of audience and marketing
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Make sure that both parties receive the same level of benefit
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Identify the different strengths and expertise you bring to the table
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Maintain clear and open communication.
The Bottom Line
Demand generation is a crucial strategy for businesses within the EdTech niche in India to ensure their target market knows who they are and how they can help. If properly implemented, they can enhance brand awareness, create interest, and generate qualified leads for your business.
When planning demand generation strategies, ensure that you research your market, identify audience needs, and show up with content that impacts your potential prospects. As you do this, customers can connect their needs with the solutions you offer, and they'll move along the buyer's journey.
If you need help implementing any of these strategies, contact us for support. Growth Jockey helps you craft a powerful demand-generation strategy to grow your business.
Frequently Asked Questions
1. What are the new trends in the EdTech Sector?
The educational technology sector has seen some innovations because of technological advancements. These include virtual and augmented technologies that make learning more interactive.
2. What are the factors contributing to the rising growth of EdTech?
There are a lot of factors that contribute to the growth of the EdTech sector; these include:
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Low cost of online education
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The government's initiative to promote e-learning
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Growing base of smartphone users and internet
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Innovations in technology
3. How can you nurture high-quality leads?
EdTech companies must deliver personalised and targeted content to nurture high-quality leads. The content must address the prospect's concerns and provide something of value. Some ways to nurture leads include emails, content marketing, and social media.
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