3 Tried and Tested Ways to Generate School Leads
How to maximise your marketing budget and school reach
Jay Ashcroft
June 27, 2023
Following on from last week’s article 3 Must Haves to Generate More School Leads, today I’m exploring 3 classic lead generation strategies - tried and tested over years and by hundreds of EdTech companies.
💌 Email Marketing
Personalised email campaigns remain the best way to generate new school leads.
Addressing emails to your contact by name, referencing the school in the main body, and customising the subject line to the school / person will all significantly improve your engagement.
Emails with personalised subject lines are 26% more likely to be opened.
Avoid generic, one-size-fits all emails as these don’t work. There’s nothing worse than opening your email and having to filter through generic cold emails.
👨💻 Webinars and Online Workshops
In marketing, the Rule of 7 is a long held principle (since the 1950s) that a potential customer needs to be exposed to your brands 7 times before they feel connected enough to buy.
In 2013, Google found that in the digital age, people needed 7-13 touch points with a brand before they would buy.
We all know that schools are pretty conservative when it comes to buying new products or services, so it’s safe to assume that many school leaders will need closer to the 13 touch points before they’ll buy from you.
Running regular online webinars is a great way to generate fresh leads and progress existing leads down the touch point journey.
Webinars have one of the best ROIs of any EdTech marketing in my experience.
🚀 Grow Faster!
If you want to explore how you could grow your EdTech company, whether that’s improving your marketing, selling to MATs or even raising investment, you can book a free 45 minute call with me here.
💰 Google Ads
Google Ads is a surprisingly under-utilised tool when it comes to EdTech marketing.
Multi-Academy Trusts (MATs) exert a lot of hidden influence on EdTech procurement, and every year that goes by they gain more influence.
I was the COO at Advance Learning Trust, so I got to experience this from the inside of the system. The thing that surprised me most was the influx of business people (like I was at the time) into MAT central teams.
Coming in with new ideas, these MAT CFOs, COOs and Procurement Specialists don’t go to BETT Show, and they don’t respond to cold email outreach. They will research prior to inviting companies in to meet, and they start their research in Google.
Below you’ll see an example of how you might not be even visible to a potentially interested senior MAT leader. From London, I searched for “UK School Secondary Assessment Software” - you’ll see how my whole screen was taken up by 4 sponsored ads and these will take 80% of the search traffic.
With Google Ads, you only pay when someone clicks on your Ad, and those clicks can cost as little as 10p each. It can be a numbers game (you’ll need 100s of clicks to get a lead), but if you haven’t tried it, I’d highly recommend doing so.
With a little setup, you could be reaching hundreds of new school or MAT leaders within no time.
Read the recent article on how to start generating school leads with Google Ads
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