This blog by Melissa Albarran explores five essential tips for effective EdTech comms that can help educators, administrators, and EdTech companies navigate this dynamic environment and get the best from it.
In today’s increasingly digitised and evolving educational landscape, EdTech – or Educational Technology – plays a pivotal role in transforming how teachers teach and how students learn. EdTech refers to the use of technological tools, resources and systems to enhance learning and teaching experiences while enhancing engagement.
As a sector, EdTech is fast-growing and encompasses a range of tech and tools, including everything from interactive software and online learning systems to virtual and augmented reality learning environments, educational games, digital assessment platforms and AI-driven personalised instruction.
The UK is home to several fast-growing companies at the forefront of EdTech innovation such as award-winning Tapestry by the Foundation Stage Forum Ltd, Century Tech, Firefly Learning, Unibuddy and Lingumi – to name a few!
As educational institutions continue to explore and adopt these technologies, effective communication becomes paramount to ensuring their successful uptake and roll-out.
Read on for five tips for effective EdTech comms…
1. Understand your audience
Edtech organisations should conduct thorough audience analysis to identify the needs, preferences, and communication styles of the different segments they wish to market to, be they students, educators and even parents.
Some teachers and institutions will be reluctant to adopt new technology over traditional methods, which can make it difficult for EdTech comms to achieve cut through. To overcome this, tailor your messages to resonate with each target audience, ensuring that your EdTech communication addresses any barriers to purchase whilst retaining relevancy and impact.
2. Leverage multiple channels
Many learners and teachers are still not fully accustomed to using online platforms, leading to low adoption and retention rates. Think beyond digital marketing by utilising a diverse mix of communication platforms and channels, including email, social media, blogs, webinars, and in-person events. Doing so allows you to reach and influence key targets.
Always choose the most appropriate channels based on the audience and the nature of the message to maximise your reach and engagement. Research where your audience spends its time and gets its news, be it digital news outlets, print media, TV or social media platforms.
3. Craft clear and concise messaging
Ensure that all EdTech comms are straightforward and free of jargon, particularly when explaining complex technical aspects of the products or details around security and privacy to increase uptake opportunities. You must also stay on message as consistency across all channels reinforces your EdTech company’s brand identity and helps build trust with your audiences.
Coursera’s website is a good example with a compelling headline and subheading that directly addresses potential users, outlines key benefits and encourages users to join the community.
4. Create engaging content
Develop content that captivates your audience’s interest, such as explainer videos, infographics, and interactive webinars. Incorporate storytelling techniques to make your messages relatable and memorable, highlighting the benefits and impact of your EdTech solutions.
Showing the technology in action in a school setting allows your audience to see how it can benefit them in practice and visualise the tech in their school, vital for marketing your products and services.
5. Encourage two-way communication
When customers have enrolled, you must be proactive in soliciting user and stakeholder feedback to create a two-way communication channel. Support your users as they get to grips with the EdTech while responding promptly to enquiries and concerns. This all goes a great way in demonstrating that you value their input and are committed to improving your offerings.
By implementing these strategies, EdTech companies can enhance the effectiveness of their communication strategy to bring about stronger relationships, increased adoption, and ultimately retention.
If you’re looking to put your EdTech business in the spotlight through PR & digital marketing in Scotland, reach out to Represent’s EdTech team for a chat.