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EdTech Go-to-Market: If You Build It, They Won’t Just Come

field of dreams

Have you ever gone to a stand-up comedy show to find yourself one of five audience members in a venue meant to seat hundreds? Painful, right? And the pain gets worse because the performers are great! Why didn’t anyone show up? Yikes. 

The comedian may be the funniest person you’ve ever heard, but it doesn’t mean people will choose to see them over some highly-marketed show with a B-list celebrity headlining. Even though you know this undiscovered performer could outshine the subpar talent of someone who became famous because their daddy was some tech billionaire or something. 

But… why? 

It probably wasn’t marketed well. And it gets worse. 

The same thing can happen to you in the education space. You could build a life-changing, highly impactful edtech product without anyone paying attention. Just because you make it does not mean your audience will show. 

But there is some good news. While that comedian may be out of luck, you can still stand out and shine on the education stage.

Budget for marketing. Budget for marketing. Budget for marketing. 

So, here’s the deal: We’ve been in the trenches with countless EdTech companies, and one recurring slip-up keeps us scratching our heads. A brilliant education solution with no marketing budget. Did they not learn anything from that comic performing in a practically empty theater?

One of the biggest blunders tech companies make is thinking they can ride on their product’s awesomeness alone. But you’re not just creating a product; you’re building a brand, an experience, and a solution that will revolutionize education. And to ensure it reaches the right people at the right time, allocating resources for marketing is a must. 

Your marketing budget makes your presence known. You’ve got to spread it smartly across different channels: 

  • Online Advertising: From search engine ads to scroll-stopping banners, this digital playground is where your audience hangs out. Allocate a slice of your budget for maximum online exposure fueled by effective design strategies
  • Authority-Building Content: Create and share valuable educational content like blogs, videos, and guides. Your audience will love you for it, and search engines will, too.
  • Social Media: Social media isn’t just for sharing cat memes – it’s a powerhouse for connecting with your audience. Engage, entertain, and educate through platforms like LinkedIn, Facebook, Instagram, Twitter (excuse us, “X.”), and beyond.
  • Influencer Partnerships: Identify thought leaders, educators, or experts who align with your vision and let their magic sprinkle onto your brand while capturing their audience’s attention.

Remember, it’s not just about having a marketing budget – it’s about using it as a strategic tool to set your edtech masterpiece apart. You’ll be amazed at how far you can go with the right funds in the right places.

Don’t Forget to Size Up Your Competition

In the education space, huge players are gobbling up the market. They’ve paved the way, and there’s much to learn from their journey. From e-learning giants to innovative startups, these are the players who’ve been making waves. Get to know them.

Your competitors have been through the school of hard knocks. Some have nailed it, and others might have stumbled. Take notes! Analyze their successes – what’s working like a charm? And yes, pay attention to their hiccups, too. Learning from their missteps is like getting cheat codes for the education game.

Now, we’re not looking to copy-paste a competitor’s strategies – we’re aiming to absorb insights that’ll shape creative tactics. You still need to clarify your business model, research your audience, and pinpoint why you stand out in the crowded education space.

Understand Your Business Model

Acronyms like B2B, B2C, and B2B2C can look like alphabet soup, but knowing what model makes sense for your business is vital for strategically amplifying your marketing efforts. 

Consider it like this: your marketing strategy isn’t a one-size-fits-all cape. It’s a tailored suit designed to impress your target audience. For example, if you’re targeting educational institutions and decision-makers, that’s B2B. If your innovation is geared directly toward students, that’s B2C. And if your solution cleverly marries both, it may be more of a B2B2C model. 

Your business model shapes branding, messaging, approach, and your unique value proposition. It also helps you zero in on your target audience–a key to standing out.

Know What Makes Your Audience Tick

Peek into your audience’s wants, needs, and preferences to build a persona of your ideal customer. What do they crave in an educational tech solution? Does your product satisfy that craving? How? What sets your offering apart? Is it your interactive courses or personalized learning paths? 

Highlight those differences and show your customers the unique way your product can help them and have more impact than one of your competitors. The more clarity you get, the more tailored your approach can be.

If You Build It with a Clear Marketing Strategy, They Will Come

A well-planned go-to-market strategy isn’t a luxury; it’s a necessity. 

Remember, budgeting wisely isn’t just numbers; it’s the rocket fuel you need to reach new heights. Learning from the big players isn’t mimicking; it’s getting inspired to forge your path. And those marketing channels? They’re your symphony, helping your brand voice sing. And if you build it right, they will come. 

And if you’re still afraid you’ll be like the sad comic performing in an empty venue, we got your back. Book a 15-minute call to learn how we can help you attract your audience and outshine the rest.