on in Education PR
It’s no surprise that start-ups offering remote working solutions, online learning tools and food delivery services are among the companies that have achieved considerable growth in 2020.
The current climate is bringing significant challenges to some education-focussed businesses, while others have thrived from adapting their offerings or bringing new products and services to market to meet the changing needs of schools, colleges and universities.
But short-term growth doesn’t guarantee long-term business success.
In 2019, there were 5.9 million small and medium sized businesses operating in the UK – but 11% of all businesses ceased trading that year according to government figures.
The challenge is that launching a successful new business is all-consuming. Your blood sweat and tears have gone into developing a product or service that you know will help solve the problems your prospective customers are struggling with. Naturally, you want to get your new offering out to market as soon as possible.
The temptation for many edtech start-ups at this point is to focus all efforts on selling to schools. An announcement might make its way on to the news page of your website or an ad could be placed in the print and online media your prospects read. There might even be a handful of social media posts created about the launch. This won’t get your business noticed by your target audience.
All too often, a more strategic plan to raise awareness of the new business or offering is put on the back burner to be picked up once the brand is more established.
However, putting a well-designed integrated PR and marketing plan in place from the start can make the difference between a new business that flies and one that is at risk of falling at the first hurdle.
Here are three tips from us to help your start-up or SME get great results from education PR.
Let’s say your company has developed a new tracking tool to help schools monitor the impact of catch-up lessons on pupils’ achievement and your sales success relies on teachers knowing that it’s superior to other solutions on the market.
Launching a campaign designed to knock or discredit your competitors might bring short-term gains, but this approach will put you at risk of damaging your brand.
You will get much more positive and sustainable results from shaping a strategic plan of PR and marketing activity that incorporates language that resonates with your target audience, highlights your credentials as thought leaders in pupil assessment and showcases testimonials from customers that back up what you’re saying.
You are much more likely to spark the attention of heads and teachers in schools by having other educators talk about how great you are in a radio interview or podcast boosted on Facebook than you will talking about what you do well yourself.
Customer advocacy has been shown to increase the effectiveness of marketing efforts by as much as 54% and word-of-mouth is the primary factor behind up to half of all purchasing decisions
Make sure you have a way to identify and capture the great stories and experiences of your existing customers as the business develops and grows. When 80% of word-of-mouth comes directly as a result of personal experience, you can see why positive customer stories are so critical to the successful promotion of any new product or service.
Don’t be tempted to blast your prospects with technical details of your product – few teachers will be interested in the fact that the new app you’ve launched to support children’s literacy development is built on API technology.
You are much more likely to turn your prospective customers into sales if you focus on creating quality content that adds value and helps them solve the problems they face.
It’s getting harder to reach senior leaders in schools and academy trusts. So, if your company provides CPD to primary schools, a series of blogs on how to support the wellbeing of under-fives is more likely to be read by your target audience of school leaders than a company newsletter. If they have found the content useful, they will be much more likely to contact your organisation when they need to arrange behaviour management training for teachers across the school.
Avoid peppering your digital content with too many keywords and phrases designed to influence your SEO too. Google is getting much smarter at spotting corporate generated promotional materials and this will have a negative impact on your SEO ranking, making it less likely that your content will be seen by the people you are trying to reach.
It’s better to choose a few strong keywords, rather than overdoing it.
Find more information on how we can help your start-up get the most from PR here.
If you want to know how to get your brand noticed by senior leaders in education, 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
Let’s face it. Selling to schools is tough. And in the current climate, it’s tougher than ever. Teachers and school leaders are under too much pressure to open your emails or hear your marketing messages. So how can you overcome this and get your brand or message to the people in school that matter? This white paper will tell you all you need to know.