Finding the Perfect Marketing Formula for Edtech

Education technology (edtech) companies have to grow revenue so that they can be responsive to the needs of schools and districts. Most edtech organizations need district and school leads, because without a strong pipeline, revenue falls short. With a shortage of revenue, it's difficult to make needed upgrades based on the feedback from teachers and principals.

Recently at the Education Entrepreneurship and Innovation Ecosystem Fair at Denver Startup Week1 about 15 edtech startup founders had 60 seconds to pitch their product and tell the crowd what they needed the most. What was asked for most often was contacts in school districts.

How can edtechs stand out amongst all the other vendors? What’s the magic formula?

First of all, it’s going to take a little time and effort. Making the right contacts is a process, and this journey becomes unique to each edtech company.

Here are my suggestions:

1.    Start with some Actionable Insights. Know the customer. Learn what people like most about the product and the organization. What do they need the most that this product can provide? Take what you’ve learned and create messaging directed to your target prospects.

2.    Stand Out by expressing the organization’s purpose and communicating the brand promise.

3.    Attract & Engage target prospects by providing valuable content that goes beyond promotion and builds credibility. Network with others who share similar goals.

4.    Inspire & Mobilize people to take action by growing demand. This is an ongoing process of emailing, attending networking events, and much more.

This is a constant cycle that involves trial and error and success. Marketing is a living being, that should be constantly learning, changing, and growing. That’s why one edtech’s marketing formula will be different from any other.

1.    The Education Entrepreneurship and Innovation Ecosystem Fair was hosted by Graham Foreman of Edovate Capital; Taylor Kendal, instructional designer; and Tara Gilboa, learning designer and researcher.