Written by Rruchi Shrimalli
The Internet has opened up a new world for all kinds of learners. There are free YouTube channels, MOOCs, and sites providing free online courses (such as Khan Academy) on almost every topic you’ve ever wanted to explore. In this age, is it really possible to introduce a new educational app in the market and earn from it too?
We will discuss some of the best marketing strategies for the Edtech industry here:
Create an Effective Marketing Plan
Many of the excellent application developers are great techies. They come up with some of the best educational apps that can do wonders for students. But they lack sufficient knowledge of how to develop an effective and strategic marketing plan and their apps fade out – simply because people never come to know that they are out there.
Three things that you must include in the plan you create are:
- Define your target audience: In case of an educational app, you must know the age group of students you will be addressing and what qualifications they already have. This will help you define the tone and type of marketing efforts you should use for that kind of audience.
- Define your goals: Your business goals should be clear and concise. They should be laid out systematically in a way that they remain measurable and achievable. Goals with no way to measure them are considered vague and useless in businesses.
- Define a timeline: Keep reviewing the performance and effectiveness of your marketing initiatives from time-to-time, and tweak them as and when necessary. You should set the milestones to be achieved in a certain period and do your best to attain them.
Many marketing strategy assignment help providers help you come up with a comprehensive marketing strategy and plan online – whether you are a student or a business owner.
Know Where the Money Comes From
A 2016 report by App Annie predicted that spends on the non-game mobile apps like video, music, education, and dating will triple from $11.5 billion in 2016 and reach more than $34 billion in 2021 – drive through subscriptions and in-app store purchases.
Use of digital wallets and loyalty programs linked conveniently to mobile payments may attract customers who would like to buy your product or services. Digital gift cards are also an excellent way to reach your customers’ networks and increase your sales.
Once you know how you are going to earn money from your business, you can focus your marketing efforts on those particular features of your app.
Know Your Content
Tech writers can help you create content for the influencers. The online marketing community is always on the lookout for well-written blog posts on the latest apps in the market – including educational apps. Identify the sites which have an authoritative position in your target audience and try to get your promotional and informative blogs published there.
There are sites exclusively for teachers or for college students or for young kids where you might like to be visible prominently.
For offline marketing campaigns and writing news for traditional media, you’ll need creative copywriters who know what they are doing.
Know Your Business Model
It is imperative to know how you will position your app in the online marketplace. What you deem free is actually ‘not free’ – and there are always ways to make money from it. You will notice that most apps on Android platforms are free but enable in-app purchases to make money. On the other hand, most iOS users prefer paid apps with no advertisements.
You must know where your target audience hangs out. Customize your approach for different devices on which your app is accessible.
Start with the Social Media
It is easy, convenient and cost-effective. You can start your online marketing campaigns long before you go for offline ones – at the fraction of the cost.
As soon as you launch your app, start building the brand awareness about your app and connect with potential customers using the popular social media platforms such as Facebook, Twitter, WhatsApp, Instagram, YouTube, Pinterest, and Snapchat.
You can start with offering free trial offers in the pre-launch stage, allow limited access to your app featuring some of the best content your app offers to a student, or offer discounts to first 100 or 200 customers who buy the subscription to your app.
You can choose which social media platforms will be best for you by identifying the kind of audience active on them (and where your target audience is). The content you post on different platforms should also be customized for them. For example, as an educational app provider, you might want to post screenshots or infographics on Pinterest and Instagram, and short lecture videos or animated lessons on YouTube.
On Facebook, you should target posts that can draw followers to interact with you actively and give you feedback and suggestions directly.
Having a good marketing strategy in place will certainly allow your app to take off smoothly and nicely – and drive up your sales and profits.
Rruchi Shrimalli is a Content Marketing Manager for transtutors.com, askIITians.com, GoAssignmentHelp.com and several other websites. She is a writer and a journalist at heart, and has been writing articles on various aspects of the Education domain since 2010. Her articles have been published at Shiksha.com, India.com, and Employment News among others.