# The Future of EdTech Marketing Strategies  ## Metadata - Author: [[Justin Thomas]] - Full Title: The Future of EdTech Marketing Strategies - Category: #articles - Summary: EdTech marketing strategies must evolve with the changing landscape of online education. Understanding customer pain points and creating valuable content are key to successful marketing campaigns in the EdTech industry. Leveraging automation, data analytics, and social media engagement can enhance the impact of marketing efforts for EdTech companies. - URL: https://journeyengine.com/articles/how-to-create-an-edtech-marketing-strategy-5-tactics ## Highlights -  ([View Highlight](https://read.readwise.io/read/01hyxn6hrq5v8vskxcp3baah2h)) - Here is the simple formula for effective marketing campaigns: **Content + Promotion + Measurement** ([View Highlight](https://read.readwise.io/read/01hyxp4325pq42h7e99zwjj5w4)) - Avinash Kaushik wrote a classic post on this framework [**here**](https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/)**.** [  ](https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/) ([View Highlight](https://read.readwise.io/read/01hyxp504qksbv69bt059rambj)) - Your prospects DON’T care about the *inputs* (features) of your product. They could care less how long and hard your product team has spent developing (sorry). They care about one thing: the *output* (benefits) to them. ([View Highlight](https://read.readwise.io/read/01hyxp5z0xxsxfqptk38je8bg9)) - **Step 1- Identify Pain Points** 😣 Deeply understand your ideal customer profile and their pain points. This knowledge can be acquired by engaging with internal team members who regularly interact with customers. • Sales teams • Support teams • Customer success teams These can provide valuable insights into the challenges customers face.  By effectively communicating your solution and addressing their pain points, you can guide potential customers through your marketing funnel and convert them into loyal advocates. Here are some strategies to help you identify and address common customer pain points: • Conduct surveys to gather feedback from customers • Monitor social media channels for comments and feedback • Provide excellent customer service and support • Regularly update your product or service offerings to meet changing needs • Offer training and resources to help customers get the most out of your product or service • Regularly revising and providing resources to help customers utilize your product. **Step 2 - Solidify Your UVP (Unique Value Proposition) 💎** Crafting a unique value proposition and developing targeted marketing messaging is the next step.  Clearly communicate how your product differentiates itself from competitors and addresses customer pain points more effectively.  The goal is to story-sell your product as the optimal solution to your customers needs.  **Step 3 - Design Your “Value Ladder” 🪜** ***If you want to get the best possible ROI from your content then you need to strategically guide potential learners through a journey of increasing value — from free to premium.*** Enter the "value ladder" — a marketing approach designed to take customers on a journey from low-priced entry-level content to a high-priced premium offer. For example, let’s take [**edX**](https://edx.org). They have a highly sophisticated, multi-tier value ladder starts with free courses and ends with masters programs valued in the tens of thousands.. It works by generating interest in free courses through [Product-Led Content](https://www.youtube.com/watch?v=KnRRbL88F3M). And then sequentially upselling free course students into higher tiers over their lifetime with the company, using marketing automation and other channels. ([View Highlight](https://read.readwise.io/read/01hyxp87mq0dvhry661kctnz54))