Growth

Leveraging Marketing Automation for Ed Tech Success

By Ashutosh Kumar

Curious how Ed-Tech can use marketing automation for success? Read on to understand the impact of marketing automation to boost student engagement.

Working without technical help can pose a challenge for a marketer in Ed-Tech. Typing and sending emails and SMS or forwarding push notifications isn't doable every day.

The education and online learning space is dynamic, requiring continuous interactions. Hence, Ed-Tech marketers must re-engage students after course completion to increase conversions. To maintain engagement, they must ensure every communication is relevant, tailored and personalised.

This is what marketing automation can help achieve. It brings efficacy, productivity and creativity in marketing. The benefits of marketing automation go beyond efficiency gains. Automating repetitive tasks reduces Ed-Tech marketers' costs while improving the customer experience.

Let’s discuss more factors that make automation indispensable for Ed-Tech in India.

Why Do Ed-Techs Need Marketing Automation for Business Success?

Experts predict the Ed-Tech industry in India will reach $10.4 billion by 2025 with 37 million paid users. An analysis of the Ed-Tech industry shows an enormous growth potential.

As a result, companies that adopt marketing automation can bring innovation to the education sector. Further, they can utilise these growth opportunities and gain an edge over competitors.

According to Adobe report, 98% of successful marketers agree that marketing automation is essential for businesses. Another report suggests that 80% of marketing automation users saw increased leads. 77% of the users also experienced improved conversion rates.

A horicontal bar graph of advantages os marketing automation

Further, 49% of marketers found it helps save time and create personalised campaigns.

Growth Jockey can help an Ed-Tech startup optimise automation in marketing and shape its business interactions.

Tactics To Get Started with Marketing Automation for Ed-Tech

Marketing automation meaning involves using digital tools to automate tedious and repetitive tasks. Sending SMS, emails and social media content to engage students. Here are some tips to achieve this better.

Increase Personalisation to Engage Every Student

Personalisation helps communicate with students and send your marketing message across. Marketers can use automation to set up campaigns to tailor interactions to their needs.

It eliminates manual processes. Specific tools and programs can personalise communications without human intervention.

For instance, some students only want to receive urgent notifications. These include results and exam updates. But, some other students also prefer getting email newsletters and extra educational content. With an automated system, you can let students select options to receive the emails they want.

As a result, sending the targeted emails to the right students becomes easy. It also reduces the risk of potential errors and mistakes. Further, you can avoid getting a reputation as a scammer and drive better results.

Map the Student Journey to Understand Their Needs

Marketing automation can help turn your business goals into a reality. But, it requires understanding the student journey in the sales funnel.

So, start with mapping the customer journey or understanding their steps, from discovering your Ed-Tech startup to becoming a loyal customer.

While the journey may vary from one person to another, most go through the following stages:

Awareness – Here, the prospect discovers and learns about your brand.
Consideration – At this stage, they start considering whether to pick your brand solutions among competitors or not.
Decision – After consideration, they move to become a paying customer.
Customer retention and reference: This stage ensues if they become loyal customers and repurchase your solution. It also involves whether they recommend your brand to others.

Are you curious how mapping these stages can help you market the Ed-Tech products better?

For instance, you considered touchpoints such as initial login, course selection, progress tracking and completion. You can understand the pain points and moments where they often disengage or drop through journey mapping.

With this information, it becomes easy to utilise marketing automation tools to create personalised email campaigns triggered by user actions. As a result, you can –

Send a welcome email according to the user's chosen learning path.
Send reminders for incomplete courses or suggest additional resources based on user activity.
Trigger notifications for achievements, milestones, or upcoming assignments.

Use A/B Testing for Best Results

A/B tests ensure that your marketing is effective and fetches maximum results. Start by testing different marketing channels, messages, CTAs and even forms. It lets you choose what works best and differentiate between potential and frustrated customers.

But before testing, identify KPIs that are vital for your business goals. For instance, you can consider the following email performance indicators:

Open rate
Click-through rate (CTR)
Unsubscribe count
Response rate

With this, you can collect more data, analyse it, and use marketing automation efforts in the right direction.

Use Lead Scoring for Automation

Lead scoring is one of the most valuable data for marketing automation. Otherwise, learning which student is ready to buy can get tedious.

Assign different lead scores to actions such as attending a webinar or clicking the checkout button. Set up a timely follow-up workflow to convert leads while they still show interest. When a student reaches a new lead score level, use automation to send them more helpful emails.

But a high lead score may not indicate a subscriber’s intent to spend money. Still, it is an important signal showing the lead’s interest and engagement.

Falling lead scores can show your audience's dropping interest. To handle it, you can put them in a re-engagement workflow. It, in turn, can let you recover at least some of the leads.  

Marketing Automation Tools for Ed-Tech Companies

Many marketing automation tools are available to improve business engagement. Growth Jockey found the following tools most effective for digital marketing automation.

HubSpot Marketing Hub

HubSpot is a popular marketing automation platform for email marketing, social media posting and ad campaigns.

It helps businesses grow and engage their target audience. It allows you to nurture prospects with personalised content. You can turn them into happy and loyal customers.

Marketers can use it for integration with other tools for streamlined workflows. It involves seamless integrations with CRM, sales and customer service tools.

GetResponse

GetResponse is an all-in-one marketing platform to create, send and track campaigns. It offers tools for email marketing, like templates and design and editing tools. With this tool, you can automate custom emails and SMS, web pushes, and app popups.

It also has tools to automate marketing tasks and run social media campaigns. GetResponse allows you to sync your data and workflows with over 170+ integrations. The platform has an easy-to-use interface that is suitable for Ed-Tech companies.

Moosend

Moosend is another all-in-one marketing automation platform designed to automate the marketing stack. With Moosend, Ed-Tech businesses can create and send targeted personalised emails and SMS. By doing so, they can set up their marketing campaigns for ad success.

With Moosend, you can refine marketing efforts using their flexible drag-and-drop builder.

It lets you integrate many tools, like CRMs, e-commerce platforms, and other social media platforms.

Key Takeaways

It’s no secret that marketing automation can drive Ed-Tech success. It can streamline communications and personalise outreach. It can also automate repetitive tasks to engage with the audience.

You can use the above strategies and tools to get the most out of marketing automation. As you launch marketing campaigns, take steps to measure the impact of automation. You can also get help from A/B testing tools to nurture the audience better and complete more tasks in less time.

At Growth Jockey, we strive to explore the opportunities in the Ed Tech industry in India. We help businesses improve workflows and boost operational efficiencies with marketing automation strategies.

Be a driving force in fostering innovation in the Ed-Tech industry with Growth Jockey.

FAQs

1. What are marketing automation platforms?

Market automation platforms are software that help automate promotional tasks across various channels. It involves sending emails and newsletters and publishing social media posts without manual work.

2. How do we ensure a successful marketing automation process?

Define clear goals and understand your audience segments and touchpoints for proper marketing automation. You also need a well-planned workflow, ongoing training for the team members, and a good automation tool.