Here at The Influence Crowd we work in all sectors of education, but the one request we get more than any other is from organisations that need help targeting leaders schools and academy trusts.
Many brands are finding that their marketing efforts to headteachers are simply not working anymore, and this is having an impact on their ability to sell more education products and services.
So, if you want headteachers in schools and academy trusts to take notice of your brand, you need to approach things a little differently.
And that starts with research.
Talk to leaders in schools and academy trusts
The first step is to talk to your existing customers and prospects about what they read and where they go for information.
You want to know which education podcasts they listen to, who they follow on social feeds, and which channels they use – are they on LinkedIn or Twitter, Facebook or Instagram? Do they prefer to follow Teacher Toolkit or TeacherTapp?
Start reading the same articles and follow the same people your customers do to get an understanding of what they get from these sources and a better idea of the type of content they like.
Understand their problems
The second step is to ask the school leaders you are already in contact with about the issues they are tackling in their schools at the moment.
Find out which areas they need the most help and advice with – it might be putting catch-up lessons in place that boost pupils’ progress, dealing with staff shortages due to shielding or improving children’s wellbeing. If any of these areas cross with issues your product or service can help with, then you are on to something.
You can take it a stage further and do a keyword search around the subject. This will help refine the words and phrases to include in your content so that it is easily found by search engines.
Target school leaders and MATS on many fronts
Step three is planning a multi-channel approach to getting your content in front of leaders.
Pitch article ideas to education media outlets that cover the issues you want to focus on. Put interesting customers forward as interviewees to the podcasts your target audience listen to. You may also want to work with an influential blogger on a series of guides addressing a key issue, or create a help video that you can push out through an engaging social media advertising campaign.
Follow this plan to strengthen your education marketing strategy and you will have a much greater chance of influencing school leaders.
And if you want to know more about this method, you can download our Influence Schools White Paper.
You may also be interested in our blog What marketing messages will teachers want to hear in September 2020/21.