The importance of Lead Generation for EdTech Companies
Every touch point with your brand has the potential to generate a lead for your business, but how can you ensure that these leads are qualified and likely to convert? The answer lies in your sales process, and specifically, your lead generation strategies.
In digital marketing, lead generation is the process of identifying, attracting, and transforming online users into prospects for a business.It involves understanding your target audience, creating compelling content, and utilising marketing tools such as inbound marketing strategies and marketing funnels.
The goal of lead generation is to delight visitors of your platform and encourage them to share contact information with you to enable future communication. Once you’ve built a direct line of communication with them, you can nurture the relationship through a selection of timely and relevant content.
Lead generation is vital in EdTech as your offering is likely to have a clear target audience. To get the most out of your marketing budget, focus on decision-makers and people who are in need of your services. Your goal is to get “qualified” EdTech leads which Hubspot, for example, defines as potential customers whose attributes match those of the company's ideal buyer. Your sales team plays a critical role in this process, too, as they are responsible for engaging with potential customers and guiding them through the marketing funnel.
This blog post will outline what you need to do and the EdTech marketing tools you can utilise to generate qualified leads for your business!
When we look at how to generate leads for EdTech, we first have to make sure that we are attracting the target customer - this is done by specifying content for them.
The goal of all content is to add value to the reader. Whether it is a blog post, a podcast, or an Instagram story - make sure it’s relevant to your ideal customers. By making your content specific and targeted, you achieve higher engagement from audiences that are relevant to your business. People who interact with your content are likely to be familiar with your niche and are therefore more likely to become qualified leads for your EdTech business.
Identify your target market and utilise market research to detect content that is relevant to your target audience. What does your typical customer look like? What are their preferences? What do they struggle with? All of this valuable information can be used to create great value-add content.
Creating a buyer persona is a crucial part of any inbound marketing strategy and one way to develop a deep understanding of your customer's needs. Once the needs of your target segment are clear, you can start creating content that is tailored to your customers specifically. By interacting with this specific content, your potential leads can find your EdTech business and build a firm relationship with your brand.
A blog post is your opportunity to engage potential customers by writing about a topic they are passionate about, or addressing a problem they face. Blogs give you the opportunity to establish your brand as an industry specialist.
Blogs are particularly useful to EdTech companies as their audience is likely to be keen to build up their knowledge. With that in mind, you have to make sure that your blogs have substance. Show the reader that you are an expert by answering a specific question and backing up your claims with authoritative sources.
Optimise your blog posts for search engines - this way your site will rank higher and more people will find your content. In order to attract more traffic to your website, use specific keywords relevant to your audience and consider working with an SEO specialist to build a quality keyword list. In addition to the above, improving the readability of your content also improves your audience’s experience.
Webinars are an excellent way to share information in an interactive setting. Running webinars gives your company another opportunity to build a genuine connection with your prospects.
Furthermore, webinars allow potential clients from all over the world to get in touch with the brand through a fun and educational experience. During a webinar, attendees can ask questions or make comments. This is your opportunity to build a connection with the visitor, impress them with your knowledge, and convince them that your solution to their problem is the best one out there.
To attract more potential customers, consider working with an influencer or an industry speaker. Use online resources to find expert speakers that are relevant to your EdTech business. For example, if your company offers online coding courses, you could consider inviting a coding/tech YouTuber to speak at your webinar.
Another key tool for EdTech lead generation is organic social media content. When using social media for lead generation, you have to focus on creating valuable content for your reader. You should extend your efforts beyond your usual company updates and create content that your target audience is interested in.
Research suggests that LinkedIn is the best platform for B2B lead generation whereas Facebook is more suitable for a B2C audience. No matter what audience you would like to reach on social media, here are some tips that will support your social media EdTech lead generation.
Overall, a compelling social media presence can be a powerful tool that will delight your audience, resulting in high lead generation for your EdTech business.
A Lead Magnet is a highly compelling piece of content offered to visitors of your site in exchange for their personal information. Examples of common lead magnets include whitepapers, eBooks, templates, automated evaluations, checklists and case studies.
A successful lead magnet has 3 key characteristics:
A successful lead magnet will delight potential customers, highlight your expertise, as well as create interest in your business.
Identifying and securing qualified leads is one of the most vital jobs of marketing experts in the EdTech sector. This blog post has outlined 6 tips you can use to generate leads for your EdTech business! In summary:
Need help generating and nurturing leads for your EdTech company? Get in touch with the marketing professionals at Yay!Starter, and we’ll help you to set up a successful lead generation strategy.