Ready to unleash yet another edtech product on the market? If so, you’ll need a plan for marketing it. Otherwise, all your hard work will go unnoticed.

Instead, transform your edtech marketing strategies by building a brand your consumers love and want to support. You’ll also need to develop a loyal fan base, speak their language, and do your homework.

Build a brand

Universities do it, and so should you. Students and alums buy branded items not because they need one more t-shirt or lap blanket. Consumers make a purchase to be part of something bigger. They want to fit in.

Your edtech marketing strategy should mirror the university playbook for branding. To do this, begin with your values. Think back to why you developed your edtech product in the first place. What was it that was important to you?

If you can summarize these values in a few short words or phrases, you’re on your way to creating your mission and vision statements (if you haven’t already done that). These create your brand image, and that’s how people know you. Your brand should be something that anyone can get behind.

Sign up your squad

Next, build your consumer base. You can spend massive amounts of money on marketing strategies, but consumers are some of your best marketers. Those who become passionate about your work are your squad.

Get them connecting with you in a variety of ways, such as giveaways and prizes. Teachers appreciate free stuff, especially when it’s something they can use in their classrooms. Respond quickly and personally to their posts about your product on social media platforms. If something isn’t right, offer publically to make a correction. It shows not only how much you care, but also that you’re just as human as anyone else.

Most importantly, however, find ways to validate them and recognize them for their support. Genuine appreciation goes a long way with teachers.

Speak the language

Finally, be sure you speak the language. Educators tend to be friendly, but if you don’t know your ABA (Applied Behavior Analysis) from a WISC (Wechsler Individual Achievement Test), spend some time brushing up. Learn what tiered instruction means and why emotional intelligence (also known as SEL – Socio-Emotional Learning) matters.

By not taking the time to understand what teachers are talking about, you can’t help them solve their problems.

Avoid becoming a failure

Few entrepreneurs set out to fail, but nearly half of small businesses drop out of the game by their fifth year in business.

The reasons for edtech failures are legion, including:

·       Skipping marketing tests. Savvy marketers test their advertising. They drop what doesn’t work and focus on what does.

·       Ignoring data, or worse, having no data. We live in a world where proof matters. Provide it.

·       Forgetting a call to action. Do more than present your product. Ask people to do something: try it out, sign out, make a purchase now.

Marketing strategy transformation for your edtech product begins with you. You have to be willing to take the steps that will set you apart from the others.