2 Key Factors To Effectively Market Your EdTech Product

Articulating a message that connects with your intended audience


Marketing in the EdTech space often involves high costs. The nature of EdTech products often involves the need to educate audience on product benefits, before they come to ultimate purchase decision

On average, a private EdTech company spends 12% of its revenue on marketing. The cost for mature EdTech companies is significantly higher, at c.25% of revenue.

With marketing being a huge lever for growth, it is imperative that you ensure efficient spending on marketing dollars. Therein lies a need to craft your messaging as clearly as possible, in order to connect deeply with your audience, and convert them into paying users.

#1 Show a deep understanding of your audience’s pain points

This may seem like generic advice — Identifying your target audience, however, may be slightly tricky in the EdTech space. The challenge arises when the end-users of your product may not be decision-makers in purchasing your product.

When this happens, you may misinterpret the pain points of your audience, and your marketing efforts may not connect as well with your intended audience.

End-users =/= Decision makers: Examples

Your EdTech product may serve to enhance the learning experience for University students, yet the ultimate purchasing decision lies with the professors or the faculty leaders.

Your EdTech product may be a particular software to complement the teaching methods for K-12 teachers, yet the purchasing decision may require the approval from the subject head-of-department.

Your EdTech product may be a game-based platform for pre-schoolers to learn the foundational blocks for coding. Of course, the person whom you should market to, and who decides whether to purchase, are the parents of these pre-schoolers.

What happens when the end-users differ from the purchasing decision-makers?

The short answer is that these personas may have very different objectives. While your product may be (and should be) optimized to serve your end-users, your marketing efforts should focus on addressing the pain points of those who hold the decision-making autonomy for purchase.

For example, while pre-schoolers may primarily engage best with game-based platforms that are fun and interactive, parents may be more focused on the potential risks of game addiction, or that the game platform emphasizes too much on the element of “fun”, in place of the actual learning content. In this case, marketing efforts (website sales copy, blog posts, product brochure) should focus on addressing the possible objections that these parents have.

What if the end-user is the decision-maker for the product purchase?

In this case, the messaging put forth would be more straightforward. In order to stand out to your target audience in this crowded space, a deep understanding of your audiences’ learning objectives is imperative. This involves articulating how your EdTech solution provides them with a clear path for transformation towards their desired learning goals.

Feel free to refer to my previous article, where I outlined a structured path to helping learners achieve their intended learning outcomes

#2 Highlight your unique stack of comparative advantages

What makes your EdTech product unique in its ability to provide users with the learning transformation they desire?

Please note the careful phrasing I’ve used in the above sentence — being unique is not enough. Your product needs to be different in a way that improves the learning journey of the end-users.

Generally, your EdTech product can contribute to a user’s learning journey through 2 ways: content, or delivery. In short, produce remarkable learning content, or (and) create a platform to deliver such content in an engaging and immersive manner.

I detailed the breakdown between content and delivery in my previous post here:

How do I compete with the larger EdTech platforms, which have more features, a world-class Artificial Intelligence/Machine Learning platform, and a larger user base?

You do not have to have the “best” features to appeal to your target audience. Rather, it is a combination of features that you focus and improve on, as you gather feedback from your intended audience, that makes your platform unique to the particular group that you serve.

It is the combination of unique features in your EdTech product that create meaningful synergies to the benefit of your intended audience.

Take a step back and think for a moment — why did you and your team choose to focus on developing the features that you chose to develop? What kind of learning experience are you looking to create for your users?

For example, if your product seeks to help corporate workers constantly on-the-go learn a new language, then you might want to appeal to your audience with short and succinct content. If your product uses speech recognition technology to engage its users, then a large focus should be dedicated to creating the technology such that it is usable even with a large amount of background noises, as your users may most likely use your product in between times of commute


Marketing in the EdTech space is a difficult topic to navigate — largely because EdTech products and platform often require spending time and resources to educate the audiences up to the point of purchase. As such, there is a need to ensure you connect with your audience as deeply as possible, and in the most efficient manner possible.

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