One of the most important aspects of deciding on a marketing strategy is deciding on the way you want to communicate to your potential partners or clients. Here are some of the most important things to consider.
One of the most important aspects of creating an effective message is knowing what kind of person it is intended for. You should think of the job position, age, and level of expertise of the people that are most relevant to your business goal. The marketing message should be largely different depending on whether you are looking to contact a teacher, a school director, or a potential business partner. Try to determine what motivations and challenges are specific to that person and identify their barriers and fears.
Basing on the persona defined in the above tip you should decide on your communication tone for the text. Being entirely technical might not work with some people, but always strive to appear professional. Choose whether you should concentrate on describing the benefits of your educational platform from the perspective of a student, a teacher, or an institution. Different approaches will yield different results depending on the persona you are targeting!
Make sure that you are noting which approaches are effective and iterate on them. It’s possible that your initial expectations about the ideal target group will be wrong, so don’t hesitate to try new tools when the old approach didn’t bring the expected results. The key to successful marketing communication is testing different approaches!