For better or worse, the overarching set of conditions, or ‘structure,’ within which students operate is constantly transforming. In the most recent episode of The Square Thoughts podcast, Zunaira Omar, CEO of The Square Peg, is in conversation with Qanaita Mehmood, Senior Project Expert, to talk about an innovative concept of an EdTech platform that intends to transform the study abroad model. They discussed Marketing Strategies for EdTech Platforms, its distinctive features, the difficulty of marketing, and how to develop a multi-end funnel for students and universities.

Understanding the EdTech Platform’s Value Proposition

The goal of the EdTech platform talked about in this case study was to eliminate the middleman in the university application process, allowing the students and the institutions to interact directly. Students, for example, have to deal with agents who charge a lot of money to help them finalize a list of universities to apply to. Similarly, universities pay a significant percentage of tuition fees to recruiters for referred students. This platform utilized an AI reverse matchmaking approach that permitted students to build profiles and effortlessly get matched with universities of their choice and skill level.

From a business model perspective, the students were offered freemium access, where they could access most of the features without charge, and pay for added services. Conversely, universities subscribed to a freemium model, paying a minimized fee monthly or yearly, which reduced their dependence on employing traditional recruitment agents. This subscription model provided affordable options, which made the platform attractive to students and universities alike.

Challenges in Marketing an EdTech Platform

Even with the platform’s potential, it had great difficulty with marketing. When the company approached The Square Peg, they were having issues with:

• No traction: No students or universities were currently using the platform.
• No funnel for lead generation: There were no organized marketing pipelines.
• Complex multi-end model: The platform served B2C (students) and B2B (universities) markets simultaneously, making it difficult to execute a unified marketing plan.
• Credibility concerns: Since the platform offered free services to students, there was skepticism regarding its legitimacy.

Building Multi-End Marketing Funnels

To solve these issues, The Square Peg utilized a proactive marketing approach that systematically targeted students and universities with different techniques.

1. Developing Separate Lead Pipelines for Students and Universities

Identifying a need for a dual approach was one of the first steps taken.. A B2C approach was needed to pull in students, while a B2B approach would drive partnerships with the universities. These two segments were not only different, but they had different pain points and required tailored messaging and outreach strategies.

2.B2C Strategy: Leveraging Social Media and Influencer Marketing

To target students, the marketing team prioritized:

• Influencer Marketing: Collaborating with educational influencers who specialized in studying abroad greatly enhanced the credibility of the platform and solved trust issues.
• Social Media Engagement: Students were engaged on Instagram, TikTok, and Facebook by sharing relevant content like case studies and application tips as well as platform promotions.
• Pay-Per-Click Advertising: Students in identified strategic markets were targeted with ad campaigns that highlighted the platform’s promotional offerings.
• Content Marketing: Blog posts, webinars, and video testimonials from successful students highlighted the platform’s advantages.

3. B2B Strategy: Combining Inbound and Outbound Marketing

For universities, a mix of inbound and outbound marketing strategies was employed:

• Email Marketing: Tailored emails were sent to university representatives demonstrating cost savings on recruitment the platform offered.
• Industry Webinars and Case Studies: Showcasing webinars with universities who had successfully used the platform helped showcase the platform’s effectiveness.
• SEO and Industry-Based Articles: AI Student Matchmaking and University Recruitment Trends articles positioned the platform as an industry expert.
• Referral Program: Universities were rewarded for referring other universities to the platform.

4. Addressing Credibility Concerns

Winning over the doubt was one of the primary challenges, particularly with students who were overly skeptical of the proposition of free services. In an attempt to gain more trust, the team decided to add:

• Success Stories and Testimonials: Students who had already signed up within the initial cohort were given a platform to speak about their experience to legitimize the platform’s user testimonials.
• Third-Party Endorsements: Engagement with consultant educators and professional bodies increased the trustworthiness of the platform.
• Live Demonstrations: Real-time online discussions as well as demonstrations of the platform’s offerings assured users of the platform’s authenticity.

5. Implementing Data-Driven Optimization

To improve marketing activities data analytics helped in a considerable way. Metrics such as conversion rates, cost per lead, and user engagement levels were monitored to assess performance. Targeted advertising and email A/B testing contributed to increased content optimization and targeting precision. Moreover, the matchmaking process was improved by AI-powered predictive analytics aimed at student-university alignment optimization.

Conclusion

The marketing approach for EdTech platforms needs to be segmented and multifaceted for the students and the institutions. Through separate lead funnels, influencer marketing, inbound and outbound B2B strategies, and addressing trust issues, The Square Peg was able to successfully aid the platform gain traction. The insights provided in The Square Thoughts podcast exemplify the role of strategic marketing in the rapidly changing EdTech world, where technology and trust are essential for sustainability.