10 Best Strategies for Edtech Marketing

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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 ultimate digital marketing strategy for Edtech must influence the audience for a life-changing decision. To make this successful, education marketers can benefit from what the internet and digital technology offer to depict the best versions of themselves.

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Basics of Education Marketing

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 fulfill 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

10 Best Practices in Marketing for edtech app

1. 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.

2. 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.

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.

3. Optimise 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.

4. 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.

5. Search Engine Optimisation (SEO)

Search engine optimization is one of the ultimate means of increasing quality traffic on the website and attracting more visitors. SEO focuses on local searches, keyword searches, image searches, and video searches. By optimizing the application and its content for search engines, you will be able to obtain a higher ranking.

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. The technical search engine optimization factors and numerous off-page, and on-page factors via a search engine optimized audit and look after all the bugs on the website.

6. 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.

7. 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.

8. 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.

9. Remarketing

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.

10. Testimonials

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.

1. 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.

2. 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.

3. 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.

4. Top EdTech Companies by Value

Byju’s ($16.5billion), Yuanfudao ($15.5billion), Zuoyebang ($15.5billion), Udacity $1.6 billion), Duolingo (1.5 billion), Quizlet (1 billion), Coursera (1 billion), Udemy (3.25 billion), Chegg (9.5 billion) and Kahoot! According to HolonIQ, $3 billion these companies have seen substantial growth in recent years and are well-positioned to continue their growth.

5. 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:

1. Educators and Administrators:

These individuals are the primary decision-makers when it comes to purchasing edtech products for schools and educational institutions. Typically, their focus is on improving student outcomes, and may be interested in products that complement specific curricula or teaching methodologies.

2. Students:

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.

3. Lifelong Learners:

With the advent of online education and remote work, there is now a large market of adult learners looking to further their education and upskill. These individuals may be drawn to edtech products that provide flexible and convenient learning solutions.

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.

1. Differentiate Your Product:

With so many edtech options available, it’s essential to set yourself apart from competitors by emphasizing unique features or benefits like personalized learning experiences or integrations with popular learning management systems. This may involve emphasizing unique features or benefits like these that set your product apart.

2. Utilise Social Media Effectively:

Social media can be an invaluable asset for edtech marketing, as it offers you a chance to engage with educators, students, and potential customers in more of an informal setting. Create engaging content such as instructional videos, case studies, or testimonials to share on these channels.

3. 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.

4. 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.

5. Utilise data to inform your strategy:

Analyzing website traffic, user behavior, and customer feedback can give you valuable insights into what’s working and not working in your marketing campaigns. Utilize this knowledge to refine messaging, target ads more precisely, and optimize for conversions on your website.

6. Emphasise 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.

7. 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.

8. 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.

9. 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.

10. 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:

1. 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.

2. Create Brand Identity:

Marketing is essential in building the identity of an edtech app. By crafting a distinctive and memorable brand, an app can stand out from its competitors and establish itself as a trustworthy educational provider with high-quality programs.

3. 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.

4. 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.

5. 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

1. Understanding Your Audience and Tailoring Content

To succeed In EdTech, targeting your target audience requires more than simply demographic analysis; it means understanding their specific needs and challenges. Students might benefit from content that simplifies complex topics or offers study tips; educators might seek resources that increase classroom engagement while administrators could take advantage of material covering system integration or efficiency – tailoring content specifically to these groups’ requirements will maximize its effectiveness.

2. Keyword Research for EdTech: Beyond Basics

Keyword research is at the core of any SEO campaign; in EdTech however, keyword research goes far beyond ranking and into aligning your content with learner and educator language. Utilize tools like SEMrush or Ahrefs while engaging your target audience via forums, social media, and surveys in qualitative research projects in order to uncover terms they commonly use – this human-centric approach to keyword research adds authenticity to your content and increases user trust in it.

3. Engaging Content Through Storytelling

Engaging content transcends just facts and figures; it tells a compelling narrative that resonates with its target audience. In EdTech, storytelling can take many forms; from student success stories to transformative teaching methods or the journey of your educational technology from conception to implementation. Humanizing your content creates an emotional bond, making your brand memorable and relatable for its target market.

4. Utilizing Social Media Platforms: Constructing Communities

Social media isn’t just an entertainment channel; it can serve as an essential community hub. Build groups or forums in which teachers, students, and administrators can come together and exchange best practices, address concerns, showcase user-generated content, or discuss implementation strategies. Foster a sense of community by actively participating in discussions, addressing any complaints that come up, and sharing user-generated posts – a two-way dialogue that builds trust and loyalty is what’s most rewarding of all!

5. Email Marketing in EdTech: Personalization Beyond the Name

Email marketing provides a direct line to your audience, but personalization goes beyond simply addressing subscribers by name. Leverage data to craft targeted emails that meet individual roles, preferences, and interactions histories – for instance, educators may receive information on new teaching tools while students might get updates regarding exam preparation resources – the more tailored your email content becomes, the higher its engagement is likely to be.

6. Interactive Content Strategies: From Engagement to Data Collection

Engaging in interactive content strategies not only captures attention but also offers useful data. When conducting quizzes, polls, or surveys with the aim of collecting audience preferences or pain points insights can serve a dual purpose by engaging your target audience while gathering valuable feedback in real-time on content strategies implemented. This approach increases user engagement as well as realizing real feedback for improved future strategies.

7. SEO Best Practices for EdTech:

Localized Optimization While global exposure is essential, don’t understate the power of localized SEO. Education policies, curriculum choices, and technology adoption vary across regions – make your content regionalized to address specific regional needs while optimizing for local search terms – this targeted approach not only ensures increased rankings but also relevance with diverse audiences.

8. Video Content for EdTech: Beyond Tutorials

Though tutorials can be extremely valuable, explore other forms of video content as well. Consider virtual campus tours, interviews with educators on innovative practices, or animated explainers about educational theories – anything that keeps viewers engaged while catering to different learning styles and accommodating various learning styles can make your audience much happier and ensure they stick around longer! Experiment with formats and lengths until you find one that resonates best with them.

9. Collaboration and Partnerships in EdTech: Strategies for Mutual Growth

Partnerships in EdTech go beyond endorsements. Partner on research projects, co-create content with educators or sponsor educational events for mutual growth strategies that go beyond endorsements. Not only will collaboration increase your reach and establish thought leadership within your industry but it can also create sustainable mutually beneficial relationships based on shared goals and values that lead to mutually beneficial relationships.

10. Measuring and Analyzing Success: Looking Beyond Vanity Metrics

While likes and shares may feel satisfying, focusing on metrics that align with your business objectives is more effective. Track conversion rates, lead generation, customer retention rates, and A/B testing of landing pages or emails for maximum efficiency is vital in optimizing results over time. 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.

12. Case Studies in EdTech Content Marketing: Lessons Learned

Case studies can offer invaluable insight into real-life scenarios. Study successful campaigns as well as failures – understanding why certain strategies didn’t work is just as essential to making sound decisions based on industry experiences. Harvest actionable lessons from case studies for better strategy planning by drawing upon industry experiences.

EdTech content marketing presents its share of unique challenges. From algorithm updates affecting SEO rankings to keeping relevancy alive amid content saturation, resilience is crucial. Prepare contingency plans, diversify content formats, and actively seek feedback; difficulties present themselves as opportunities to adapt your approach further and innovate on it.


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.

By following the best practices in marketing for edtech app mentioned above, you can market your edtech app to your target market with cost-effective strategies.

Expand My Business has an esteemed portfolio of having served several edtech players in the market by helping them find their best partner agency. With our holistic range of project management and tech consultancy services, we ensure the delivery of the project within your best budget and scheduling requirements. Book a call with us today to get started on the journey of growing your edtech business!


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.

What metrics should I track to measure the success of my edtech app’s marketing efforts?

Some key metrics to track to measure the success of your edtech app’s 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).

Is content marketing a useful strategy for edtech apps, and if so, what types of content should I be creating?

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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