When Your EdTech Needs Qualified School District Leads
If you’re hitting a slump in generating leads for your education technology (EdTech)—nothing seems to work and are wondering why—I’ve got a process for you.
Several lifetimes ago, I worked for a large software networking company. My job was to generate leads and support sales with competitive analysis. At one of the first big trade shows I supported, we did a fantastic job of bringing people to our booth with tie-dye shirts. It was a hit at the show—but not with our sales people. They complained that the leads weren’t qualified, because people were more interested in the shirt than our product.
If you’re not generating qualified school administration leads, the process I’m about to describe will help. I’ve created this formula for my edtech clients in to help them generate qualified leads:
1. Gather Insights. Maybe there’s something your current clients aren’t telling you. In fact, that’s really likely, unless you ask them. An online survey taking the pulse of school administrators, principals, and teachers can tell you what you’re doing well, and what you could improve upon.
2. Communicate your brand. Your messages should be based on what you believe in, why you started your edtech company, and what drives your staff to come to work every day. That’s what you need to tell clients and prospects throughout the web, social media, press releases, emails…all communications.
3. Attract prospective school administrators with great content. Providing value before you ever ask for a meeting is admirable and shows authenticity.
4. Motivate people to act. When promoting your edtech company, be sure to include a call to action such as ‘’download a free worksheet” or “subscribe here.”
Finally, an insight from Graham Forman, Founder and Managing Director at Edovate. He tells edtech leadership to ask themselves what they are willing to spend for a qualified lead. This number should drive the investments edtech leaders make in their marketing initiatives.
