Technology has sparked a widespread revolution, impacting every aspect of life, including education. The emergence of educational technology, known as EdTech, has significantly transformed the field, introducing new pathways for progress and reshaping much of the education landscape. The global edtech market size is forecasted to grow at a prolific CAGR of 14.5% during the forecast period between 2021 and 2031, totaling over US$ 288.4 Billion by the end of 2031. As education evolves, so too must the marketing strategies of educational institutions to adapt to these changes. Nonetheless, in this article, we’ll uncover the challenges faced by a company and discuss how we have elevated their digital marketing strategy to unprecedented levels.
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Understanding EdTech Revolution: Then, Now and Next!
EdTech has experienced exponential growth, driven in part by its numerous benefits and exacerbated by the pandemic-induced necessity for social distancing, which forced the closure of schools and educational establishments. Research reveals that, U.S. is expected to account for around 85% share of the North American edtech market through 2031, owing to the flourishing education industry, the emergence of new edtech market trends, and expansion of smart education and learning market. Likewise, in India, amid rapid rise in the number of edtech companies, exponential growth of internet penetration, favorable government support, and growing trend of online learning, the edtech market is expected to grow at a stupendous 22.8% CAGR between 2021 and 2031.
Education has undergone a complete overhaul, from incorporating game-based learning to facilitating virtual field trips. However, the degree of acceptance of these transformations varies. For instance, in the United States, students with more than 60 minutes per week of device use achieved higher academic results, a metric that varies country to country. This underscores the importance of effective strategies for digital marketing in educational institutions. In light of the revolutionary changes in the education sector, it becomes crucial to persuade skeptical learners to embrace these new mediums while also retaining existing students.
Problem Statement of Company ‘A’
Company “A” approached us with issues surrounding marketing their courses, particularly amid the transition from offline to online classes prompted by the pandemic. This shift necessitated a reevaluation of their marketing strategies. Additionally, the high cost of their courses posed challenges in attracting enrollments through conventional marketing methods. Their social media presence was minimal, and their cost per lead, a metric assessing the effectiveness of advertising campaigns in generating new leads, was excessive.
Crafting a Winning Marketing Strategy for Educational Institutions that Soared!
In crafting a marketing strategy for Company “A,” our approach focused on aligning their marketing efforts with their business objectives. As a creative digital marketing agency, we understand the necessity of adapting marketing strategies to meet the evolving needs of educational institutions. This involves not only promoting the benefits of EdTech but also addressing concerns and uncertainties that may arise among stakeholders. Our strategy unfolded as follows:
Search Engine Optimization (SEO):
SEO entailed optimizing the website’s content and code to enhance visibility on search engine results pages. Specific actions included modifying meta titles and descriptions, URLs, and bolstering internal linking. Additionally, we created informative blog posts addressing common inquiries from potential customers, encompassing queries about offered courses, post-course prospects, and relevant employment opportunities. This strategy yielded significant results, with website impressions increasing from 6,000 to approximately 9,000 within two months. Notably, the website’s keyword rankings on Google improved substantially, with 41 keywords securing top page placements and over 210 keywords ranking within the top 10 pages.
Social Media Management:
Our strategy focused on crafting engaging content tailored to the target audience. We implemented informative posts and introduced weekly quizzes to foster interaction and gamify engagement, thereby enhancing brand visibility and establishing trust with potential customers. Within two months, tangible progress was evident, with LinkedIn users increasing from 10,600 to 11,000, YouTube followers rising from 430 to 538, and Instagram followers growing from 300 to 349.
Performance Marketing:
Company “A” employed various paid advertising channels, including Google Search, Display Ads, and Facebook Lead Generation Ads. However, the existing ad content lacked impact, primarily focusing on course details. Our revamped strategy involved segmenting the audience based on key demographics and incorporating targeted messaging concerning placements and job preparation. This approach resulted in a notable decrease in the Cost Per Lead, with Google’s decreasing from 600 to 350 and Facebook’s from 250 to 150.
Takeaway
The evolution of digital marketing strategies for educational institutions has proven to be instrumental in navigating the ever-changing landscape of the industry. As we look towards the future, the importance of adapting and refining these strategies will only continue to grow, ensuring that educational institutions remain at the forefront of delivering impactful and transformative learning experiences.
In sum, our strategy at Brandshark for ‘company A’ swiftly yielded stellar outcomes for this institution. By tailoring our SEO to address audience queries, we maximized visibility. Engaging, pertinent content on social media played the algorithm game to our favor. Fine-tuning ads with precise targeting and messaging amplified our impact, culminating in a triumphant marketing journey for educational institutions. Today, being the best digital marketing agency in Bangalore, our expertise extends to crafting tailored solutions that resonate with local audiences, ensuring maximum impact and relevance in a rapidly changing landscape!