10 Winning Edtech Marketing Strategies and More

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Key Takeaways

Global Market Size and Growth: The global e-learning market was valued at $200 billion in 2019 and is projected to reach $370 billion by 2026, growing at a rate of 8.5%

COVID-19 Impact on Edtech: During the pandemic, edtech businesses experienced a 2-5x usage increase and a 90% revenue rise in 2020.

SEO and Video Marketing: Should combine SEO with video marketing. This includes making multilingual captions and subtitles to improve search engine rankings. It is crucial for Edtech marketing.

E-Learning Services: They involve more than just remote education. They include a broad range of electronic tools and technologies. Transitioning through them is a key strategy.

Social media marketing is vital. This is especially true on platforms like Instagram, YouTube, and TikTok. Using AI tools for content creation is key. It helps reach a young and relevant audience.

In the current growing online marketing space, it has become necessary for marketers to use the right strategies and techniques to market to their customers. Some of them can be ideal for marketing products, but while marketing professional services, one has to be relevant and specific. Marketing for an ed-tech app is becoming more and more important as the competition in the industry is growing fierce. Having a successful ed-tech marketing strategy can help your business will help you make the most from your online presence.

The best digital marketing strategy for edtech should convince people to make a big decision. This decision can change their lives. To do this right, education marketers should use the internet and digital tools to show how great they are.

The main motto of marketing an educational institution is to attract an increased number of enrolments and to retain current students. It is broadly termed acquisition and retention.

Before acquiring the marketing strategies, it is necessary to ensure that the institution is equipped to fulfil the expectations that are being included in the marketing message. To obtain great results, the target audience and their expectations must be clearly understood. Regardless of the tactics used, it is necessary to understand the geography of the potential clients.

Let us dig into some of the best practices in marketing for edtech apps.

10 Best Practices of Edtech Marketing

Video Marketing

Video Marketing

The biggest segment of online traffic is accounted for by videos. It is the ultimate means of portraying the functioning of your platform to the target audience. A detailed and high-quality video on your platform will help the audience how you function while helping the audience relate to it. Also, videos contribute a significant percentage of the sharing rate on social media, thus offering an increased scope of the audience. 

Moreover, the videos must be designed professionally in order to work.

Live videos can be streamed across online platforms to reach the target. Demos and videos on EdTech platforms do wonders in gaining the trust of the audience. Live video streaming can convince parents and students to opt for the program easily and save the time that would have been spent in taking all to meet personally and understand the services and offerings.

Content Marketing

Content marketing works perfectly in designing to make the institution’s expertise more visible. When content or materials that interest the target audience are published online, it encourages potential students to visit the website regularly. This will increase the ranking of your platform on the search engine result pages.

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However, writing any stuff is not sufficient to drive traffic to the website. Whatever piece of work you are writing for platform promotion- such as white papers, videos, articles, webinars, e-books, or blog posts- it must be ensured that the content is optimized to use the right keywords. 

The content must be educational, useful, and entertaining. Do not just stick to promotional or sales-oriented content. The content must focus on education as it is what you are selling. High-value and useful content encourages engagement, generates leads, and builds trust.

Optimize the App Store

The EdTech apps must be easily accessible with a friendly interface. Especially, if you are a start-up, your content should be available to your target audience easily on the go. Moreover, if your application has already been launched on the app store, then you must ensure that it is optimized.

App and Play Store optimization will assist you in getting recommendations by the store platform whenever a search has been made by the user for a related business or keyword. In turn, this will generate increased leads for the platform.

Online Public Relations

The success of any EdTech business depends on its credibility. It is more crucial than pricing as it improves online visibility and presence. The best means of increasing your visibility and online presence is via guest posts.

Having the article published on any reputable blog or getting a high-rated influencer to mention your blog or post helps in building trust with the audience. It becomes increasingly necessary when you are at your budding stage.

Search Engine Optimization (SEO)

Search Engine Optimisation

Search engine optimization is one of the best ways to get more good visitors to your website.

The biggest perk with search engines is that the optimization does not cost anything but still gives you a higher conversion rate. As long as your pages, websites or platform are ranking in SERPS, the traffic will continue to increase without the need of spending on advertisements.

To achieve the former, the website must focus on the experience of the user and incorporate SEO keywords. Make sure your website is set up right for search engines, both technically and with the stuff on the page. Check everything with a search engine optimization audit and fix any problems you find on the site.

Social Media Marketing

Social Media Marketing

Social media platforms such as Instagram and Facebook have proved to be beneficial for marketers. With tons of active users, the platforms offer themselves as one of the best means for advertisements.

As per the target audience, the right social media marketing strategy will help you market directly from your profile. To guarantee success, it is necessary that you stay active, reply to comments, answer questions, and keep your target audience engaged with informative and engaging posts.

Ensure your presence on all social media platforms and build brand awareness.

Email Marketing

There are different means of collecting leads such as lead generation ads, subscriptions, website forms, and more. Using this and the data of the customers, regular promotional offers, and marketing emails can be sent to generate business revenue.

Numerous marketing tools can be used to boost your business. With email marketing automation, the contact list can be segmented to know that the right mail or message is sent to the appropriate client.

Chatbot Marketing

The optimum means of interacting with the visitors of the website and gathering their information is via chatbots. Compared to regular online popups and forms, chatbots are more engaging and gather information faster.

The chatbots help visitors by answering their queries. Also, they provide personalized answers and thus enable a great user experience. Educational platforms that incorporate chatbots on their websites assist parents, students, and other visitors in obtaining rapid answers to their queries.


Regular online advertising campaigns promote business growth. However, remarketing ads drive more conversions and are cost-effective. Thus, you can attain a higher ROI with less expenditure with a remarketing campaign. Gathering data of the visitors and retargeting them with the appropriate advertisements to get increased sales at reduced acquisition cost.


Along with having a good live video streaming or marketing video, it is necessary to include testimonials. The students, parents, or alumni can be asked to record a video that talks about their experience with the application and use it to promote the platform. 

EdTech Marketing: Key Statistics & Facts

In recent years, the edtech market has grown rapidly. Edtech companies have experienced a rise in demand for their services and products due to the advent of hybrid and remote learning. We’ll be looking at key facts and statistics about ed-tech marketing below.

Global EdTech Market Size & Growth

Grand View Research estimates that the global e-learning market was worth $200 billion in 2019, and will reach $370 billion by 2026. This growth rate is 8.5%. The growth can be attributed in part to the growing use of digital learning platforms and tools, as well as the rise of online education and the need to upskill and reskill in an ever-changing job market.

The Impact of the COVID-19 Pandemic

According to EdTech Magazine, the COVID-19 pandemic had a major impact on the edtech industry. It saw a 2-5x increase in use and a 90% rise in revenue for some edtech businesses in 2020. This is due to the shift to hybrid and remote learning, which has led to a large demand for digital learning platforms and tools.

Types of EdTech Used in K-12 Schools

According to EdTech Magazine, the most popular types of edtech in K-12 schools are assessment software (52%), classroom management software (61%), and learning management systems (48%). These tools can track student progress, manage student data, and provide online content and assessments.

Top EdTech Companies by Value

  1. Duolingo, Inc. (NASDAQ: DUOL) – With a market cap of $5.051 billion as of August 18, 2021, Duolingo is a leading language learning platform based in Pittsburgh.
  2. VipKid – A China-based online English language learning platform valued at $4.5 billion, connecting students with teachers in the United States and Canada.
  3. Articulate – An EdTech company from the US, valued at $3.75 billion, offering online learning and training courses through its e-learning software.

Marketing Channels for EdTech Companies

Edtech companies employ a range of marketing channels to promote products and services. These include email marketing, social media, paid search, and content marketing, as well as events and conferences. 

EdTech Magazine reports that 70% of edtech businesses use social media, 43% use paid searches, 43% use email marketing, and 67% use content marketing. 54% of companies also use conferences and events. With 66% of companies using Facebook, LinkedIn is second with 59%. The average return on investment for email marketing is $42 per $1. The average cost per click (CPC), for edtech, is $1.77. 

This is a lower rate than in other industries. The average CPC for edtech industry is $1.77. Content marketing generates three times the number of leads than traditional outbound marketing, and it costs 62% less. Blog posts (85%), webinars (63%), or infographics (53%) are the most used content types for edtech businesses.

Buyer Persona for Creating Edtech Marketing Strategy

When creating an edtech marketing strategy, it’s essential to comprehend the needs, pain points, and motivations of each buyer persona. This will help you craft messages and content that resonates with them. This may involve conducting market research, analyzing customer data, or collecting feedback from current customers in order to gain a comprehensive insight into your target audience.

When creating an edtech marketing strategy, you will typically deal with the following buyer personas:

Educators and Administrators

These people are the ones who mostly decide what edtech stuff schools and other places use. They usually care most about helping students do better, and they might like products that fit with what they’re teaching.


Students may be an ideal target audience for edtech marketing campaigns, depending on what products or services are being offered. They typically seek out engaging learning experiences tailored to their needs and interests.

Lifelong Learners

Students are often a great group to aim for in edtech marketing, depending on what you’re selling. They usually want to learn stuff that’s interesting and fits what they need and like.

10 Best Edtech Marketing Strategies for Your App

To cater to the best interests of your buyer personas, you must be aware of the edtech marketing strategies. We have mentioned a few of them to help you create one.

Differentiate Your Product

In the crowded edtech market, it’s important to stand out from the competition by highlighting special things about your product, like personalized learning or working well with popular teaching tools.

This may involve emphasizing unique features or benefits like these that set your product apart.

Utilize Social Media Effectively

Social media is key for marketing in educational technology. It lets you talk to teachers, students, and others who might use your stuff. Make fun stuff like how-to videos, stories about how your product helped someone, or what people say about it to share on these sites.

Create Thought Leadership

Positioning your company or product as a thought leader in the edtech space can help build trust with potential customers and distinguish you from competitors. This may involve creating whitepapers, publishing research, or speaking at industry conferences.

Leverage Influencer Marketing

Establishing partnerships and collaborations with influential educators, administrators, or other thought leaders in the edtech space can help increase brand awareness and credibility. Consider reaching out to key influencers to discuss potential partnerships or collaborations.

Utilize Data to Inform Your Strategy

Looking at who visits your website, how they use it, and what they say can help you figure out what’s going well and what’s not in your marketing. Use this info to make your ads better, aim them more accurately, and make your website work better to get more people to do what you want them to do.

Emphasize the Benefits of Your Product

When marketing an edtech product, it’s essential to highlight its advantages. For instance, you might highlight how it can improve student engagement, boost learning outcomes, or save teachers time. By emphasizing these features you can more persuasively convince potential customers why they should select your solution over others.

Develop a Content Marketing Strategy

Producing high-quality content like blog posts, ebooks, and whitepapers can help your company position itself as an expert in education technology and drive traffic to your website. Craft a plan that is in line with both your business objectives and target audience.

Experiment with Different Channels

While social media and email marketing are popular options for edtech marketing, don’t be afraid to explore other methods such as influencer marketing, webinars, or podcast advertising. By testing different options you’ll be able to identify which ones work best for your product and target audience.

Measure Your Results

It is critical to track and measure the success of your marketing campaigns so you can adjust accordingly. Use tools like Google Analytics or HubSpot to monitor website traffic, conversion rates, and other key metrics so you can make data-driven decisions about future strategies.

Address Pain Points

To effectively connect with potential customers, it’s essential to understand their problems and how your product can help alleviate them. This may involve conducting market research to identify common difficulties experienced by educators or students or using customer feedback in crafting your messaging. By directly addressing these problems in marketing materials, you demonstrate empathy and comprehension for your target audience while positioning your product as a solution to their problems.

Importance of an Edtech Marketing Strategy

Marketing strategy is critical for any business, including an ed-tech app. In today’s highly competitive educational technology market, having a solid marketing plan can help your edtech app stand out and attract potential users.

Here are some reasons why having a marketing strategy is essential for an edtech app:

Reach Your Target Audience

An effective edtech marketing strategy can help an edtech app reach its desired audience. It is essential to identify this target audience, understand their needs and preferences, and communicate with them through appropriate channels. Doing this increases brand visibility, awareness, and user acquisition.

Create Brand Identity

Marketing is essential in building the identity of an edtech app. Creating a unique and memorable brand helps an app distinguish itself from competitors and become a reliable source for high-quality educational programs.

Increase User Engagement

An effective marketing strategy can also enhance user engagement. Communicating regularly with users through targeted campaigns and content on an edtech app will keep them interested, engaged, and motivated to use the app regularly.

Drive Revenue

An effective marketing strategy can assist an edtech app in generating revenue. This can be accomplished by acquiring new users, keeping existing ones happy, and upselling additional services or features to existing ones.

Measure Success

A marketing strategy provides a framework for measuring the success of an edtech app. By tracking key metrics such as user acquisition, engagement, and revenue generated from the app, an app can identify areas for improvement and adjust its strategy accordingly.

Content Marketing Strategies for Your Edtech App

Understanding Your Audience and Tailoring Content

In educational technology, connecting with your audience goes beyond understanding their demographics. It’s about knowing their specific needs and challenges.

Students may prefer resources that simplify difficult concepts or aid in studying effectively. Teachers might seek tools to enhance classroom engagement, while school administrators may require support with operational efficiency. Tailoring content to address these distinct groups ensures its effectiveness.

Keyword Research for EdTech: Beyond Basics

Keyword research is crucial for SEO, but in educational technology, it’s not just about ranking high. It’s about using words that students and teachers actually use. Use tools like SEMrush or Ahrefs, and talk to your audience on forums, social media, and surveys to find out what words they use a lot. This way, your content sounds more real and makes people trust it more.

Engaging Content Through Storytelling

Engaging Content Through Storytelling

Interesting content is more than just numbers and facts. It tells a good story that connects with the people you’re talking to.

In educational technology, stories can be about students who do really well, teachers who try new things, or how your technology goes from an idea to being used in schools. When you make your content about real people, it helps people feel connected to your brand and remember it better.

Utilizing Social Media Platforms: Constructing Communities

Utilizing Social Media Platforms: Constructing Communities

Social media isn’t just for fun; it can be a really important place for a community. Make groups or forums where teachers, students, and school staff can talk, share good ideas, solve problems, and show off things they’ve made.

Be part of the community by joining in on chats, fixing any problems, and sharing stuff that other people have made. Having a real conversation that goes both ways is the best way to make people trust you and want to stick around!

Email Marketing in EdTech: Personalization Beyond the Name

Email marketing lets you talk straight to your audience, but making emails personal means more than just using their name. Use info about what they do, what they like, and what they’ve done before to send them emails that fit them best. For example, teachers might get info about new teaching stuff, while students might hear about exam prep help. The more you make emails fit each person, the more likely they are to be interested.

Interactive Content Strategies: From Engagement to Data Collection

Using interactive content like quizzes, polls, or surveys doesn’t just get people interested, it also gives you helpful info. When you ask questions to find out what your audience likes or what problems they have, you’re getting feedback while keeping them involved. This makes people more interested and gives you real ideas for how to do better in the future.

SEO Best Practices for EdTech

Don’t forget about local SEO even if you’re aiming for a big audience worldwide. Education rules, what people learn, and how they use technology are different in different places. Tailor your content to fit each region’s needs and use local search words. This way, you’ll show up more in local searches and make sure your content matters to lots of different people.

Video Content for EdTech: Beyond Tutorials

Though tutorials can be extremely valuable, explore other forms of video content as well. Think about doing virtual campus tours, interviews with teachers about new ideas, or animated videos explaining educational theories. These keep people interested and cater to different ways of learning, so they’ll be more likely to stay and watch.

Experiment with formats and lengths until you find one that resonates best with them.

Collaboration and Partnerships in EdTech: Strategies for Mutual Growth

Partnerships in EdTech go beyond endorsements.

Working together on research projects, making content with educators, or supporting educational events can help both sides grow together.

This isn’t just about getting support, it’s about building strong, long-term relationships where both parties benefit. Collaboration can help you reach more people, show you’re a leader in your field, and build lasting connections based on common goals and values.

Measuring and Analyzing Success: Looking Beyond Vanity Metrics

Getting likes and shares might feel good, but it’s more important to look at numbers that match what your business wants to achieve. Keep an eye on things like how many people actually buy something, how many leads you get, and how many customers stick around.

Testing different versions of landing pages or emails is also important for getting the best results in the long run. The real analysis goes beyond numbers; it informs strategic decisions for long-term success.

EdTech evolves quickly. Staying on top of trends allows you to anticipate user behavior changes and technology adoption; adopt an agile content strategy approach so you stay ahead of this ever-evolving industry landscape.


Having a marketing strategy is paramount for the success of an edtech app. It helps reach your target audience, build brand identity, boost user engagement levels, drive revenue growth, and measure success.

EdTech content marketing presents its share of unique challenges.

Adapting to changes in algorithms that affect SEO rankings and staying relevant amid a lot of content is really important. Have backup plans, use different types of content, and ask for feedback. Challenges can be chances to change and come up with new ideas.

By using the best ways to market your educational technology app, you can reach the people you want to without spending too much money.

Expand My Business has a good track record of helping educational technology companies find the right agency to work with. With our range of project management and tech consulting services, we make sure your project gets done on time and within your budget.

Book a call with us today to get started on the journey of growing your edtech business!


Q. How can I target my marketing efforts towards specific segments of the education market?

To target your marketing efforts towards specific segments of the education market, you should first identify the unique pain points and needs of each segment. You can then tailor your messaging and marketing campaigns to speak directly to those pain points and needs. For example, you might create a separate landing page and ad campaign targeting K-12 schools, with messaging and imagery that is relevant to that audience. Similarly, you might focus on highlighting the career development benefits of your app when targeting adult learners.

Q. What metrics should I track to measure the success of my edtech marketing efforts?

Some key metrics to track to measure the success of your edtech marketing efforts include website traffic, conversion rates, user engagement metrics like time spent in-app and retention rates, and customer acquisition cost (CAC) and customer lifetime value (CLV).

Q. Is content marketing a useful strategy for marketing for edtech apps?

Yes, content marketing can be a useful strategy for edtech apps. Some types of content that can be effective for edtech apps include blog posts, whitepapers, case studies, infographics, and educational videos. Content should be informative and educational, and should focus on addressing the pain points of your target audience.

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