How to develop an education business: effective marketing approaches

Hello!

My name is Ruslana, I’m a content marketer at Solve Marketing. Today, I talked to our team to find out what marketing should look like for an educational business.

— So, what is the goal of promoting the education business?

Violetta, Head of PM:

The main goal of promoting the project in this niche is to get as many people as possible to join the training. That is, we focus on the result, and the result is an increase in the number of course sales.

Andrii, Marketer, Traffic Manager:

Of course, there are many educational projects. Promoting even two of them will be very different. The main determining factor here is the uniqueness of the information. It is uniqueness that affects competition in the topic.

When we work with an educational project that offers unique information, our main goal is to find an audience that will be interested in it.

Of course, the information ceases to be unique very quickly, but, for example, immediately after the first NFT projects were created, someone could launch training courses on this topic. What is the problem here? Most people don’t know about this technology. Our task is to get them interested and tell them why this information will be useful to them right now.

Violetta, Head of PM:

If we’re talking about non-unique information, we need to clearly understand how the business differs from others. For example, language courses have always been a very competitive topic. But if two different schools employ different specialists, they will not be the same.

We, as marketers, need to understand how they differ from other professionals. What values they have, what teaching methods they use, etc.

Serhii, Head of Marketing:

The target audience chooses an educational institution or a platform based on certain criteria. The task of marketing is to emphasize them. What criteria can a potential client pay attention to when choosing an educational institution?

• expertise of the teachers;
• class schedule;
• whether the school has native speakers and whether they are qualified teachers or just know the language;
• what is the teaching methodology;
• pricing policy.

As marketers, our task is to find out why our clients choose this school and use the advantages we find as a basis for communicating with new potential students.

To do this, we conduct interviews with clients and summarize the insights we receive. As a result, we can talk about the benefits of a particular business in a way that makes a potential client want to study at that particular institution.

Competently built marketing for business shows the world the best qualities of this business to arouse the admiration of a potential student and the desire to sign up for a trial lesson.

— What are the specifics of promoting an educational business?

Violetta, Head of PM:

First of all, you need to understand what product the business is selling.

Again, two seemingly identical English schools can sell different services. One school teaches English to sailors, and the other teaches English to IT professionals. This provides a foundation for positioning based on a specific niche.

Andrii, Marketer, Traffic Manager:

It will be difficult to promote an English school that doesn’t specialize in anything in particular and doesn’t have any distinct advantages. The main mistake in this case is to attract customers with impossible promises. In this case, the conversion to leads will be high, but the LTV will be low.

An example of such an offer is “we guarantee that you will know English in 2 weeks”. Some clients expect something like this from us, but this is a mistake, we build marketing based on long-term relationships.

And empty promises can only lead to negative results.

Violetta, Head of PM:

Yes, we always recommend building long-term relationships with our students. If the service and product are of high quality, the client will use your services again and again.

That is why we take over operational marketing management so that our clients can focus on building a quality product and service.

To make sure that students of educational courses keep buying, you need to create a useful and interesting information space of the educational institution where they want to stay.

This can be done through email campaigns, social media promotion, and other marketing tools.

We are working with Medvoice, a learning platform for doctors. The peculiarity of this project is a very specialized education. The target audience is doctors in the following areas:

+ anesthesiology;
+ immunology;
+ bacteriology and virology;
+ hematology;
+ genetics;
+ cardiology;
+ laboratory medicine;
+ oncology;
+ psychiatry and narcology;

…and many other narrow medical specialties.

The difficulty of promoting the product is that doctors are very busy people, so it is important to explain to them why they should spend time on this particular training — to convey its value.

The value of the Medvoice platform is that it focuses on expert training and provides unique information to students.

During the courses, experts from various fields of medicine share their experience with less experienced professionals. This specificity of training will be needed in other areas of education as well.

Another value of Medvoice courses is the expertise of the teachers. They have been working in their fields for 15-20 years, so they have gained a lot of experience, systematized it, and turned it into educational material. This makes it possible to get a high concentration of knowledge in a short period of time, improve your work, increase your paycheck, etc.

Modern information technology allows not only to create such a product but also to get customers through online marketing.

— How is online marketing for educational businesses built?

Andrii, Marketer, Traffic Manager:

First of all, we immerse ourselves in the specifics of the business to understand the value and uniqueness of the information, determine the target audience and its size.

After that, we develop a promotion strategy that outlines the steps in which we recommend developing the business to get the desired result.

If our visions coincide with the client’s, we create a work plan and start working to ensure that the education business develops and gets more students.

Do you want to get a basic strategy for promoting your educational business? Sign up for a preliminary consultation.