EdTech businesses aren't just selling technology. They're asking schools, trusts and education leaders to change how things are done.
That makes the marketing matter. We bring strategy, research, content, creative and campaigns together to make your value clear, build confidence and give the right people a reason to engage.
Schools and MATs don't adopt new technology simply because the product is good. There are budgets to justify, existing systems to consider and different people involved in the decision.
That's why we start with understanding the market and the people you're trying to reach. With Every HR, we started with competitor research and persona work across educational organisations, from primary school headteachers to MAT CEOs. That gave us a clearer picture of the market and what mattered to each audience, which then shaped the wider marketing strategy.
From there, we developed a connected programme of content, webinars, email campaigns, whitepapers and social activity. Each piece had a role in building awareness, demonstrating expertise and supporting the sales journey.
An EdTech purchase rarely comes down to one person or one interaction. A teacher, school business leader, IT lead, trust executive and procurement team may all have different questions before a decision is made.
Your marketing needs to meet those questions as they come up.
That might mean a clear website for someone researching their options, a whitepaper that builds authority, a webinar that tackles a specific issue, a case study that proves the technology works or targeted email and social campaigns that keep your business in the conversation.
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We understand what it takes to market to education audiences. From building stronger propositions to reaching decision-makers, our EdTech work is focused on making businesses more visible, more relevant and easier to choose. The results speak for themselves.
Take a look at how we’ve helped EdTech businesses turn their marketing into measurable commercial result
EdTech buying decisions can involve a wide range of stakeholders, from teachers and school leaders to IT teams, trust executives and procurement. Each may have different priorities, questions and levels of understanding. Effective EdTech marketing needs to account for those differences and give each audience the information they need to move forward.
Yes. Audience and market research is an important part of how we approach EdTech marketing. With Every HR, we carried out competitor research and developed detailed personas covering educational organisations from individual schools to multi-academy trusts. This helped us understand different audiences, their pain points and what mattered to them, then use those insights to shape the wider marketing strategy.
We can support strategy, content, SEO, email marketing, social media, PR, webinars, paid campaigns and wider lead-generation activity. The focus isn't on using every channel for the sake of it. We'll look at your objectives, audiences and buying journey to build a marketing mix that makes sense for your business.
Yes. Building awareness and generating leads shouldn't have to sit in separate parts of your marketing strategy. We've developed campaigns that use targeted content, paid media, landing pages and audience insight to turn attention into meaningful opportunities. For example, our work with Every HR has included targeted email and paid social campaigns designed to support software sales and generate qualified leads.
Our copywriters curate content with SEO in mind, with a great depth of understanding as to how to build keyword–rich copy, alongside researching relevant questions your audience is asking, so that your site is optimised for search engines.
Our copywriters curate content with SEO in mind, with a great depth of understanding as to how to build keyword–rich copy, alongside researching relevant questions your audience is asking, so that your site is optimised for search engines.
Our copywriters curate content with SEO in mind, with a great depth of understanding as to how to build keyword–rich copy, alongside researching relevant questions your audience is asking, so that your site is optimised for search engines.
