Inbound Marketing as an EdTech Growth Strategy

Educational technology companies have the same goals as many other tech companies when it comes to winning new business and growing. Inbound marketing is one of the best ways for an EdTech company to grow organically online.

Technology has become an integral part of our lives, transforming the way we communicate, work, and learn. In the field of education, this transformation is particularly pronounced, with Educational Technology (EdTech) emerging as a powerful tool to enhance teaching and learning experiences. Educational technology companies have the same goals as many other tech companies when it comes to winning new business and growing. Inbound marketing is one of the best ways for an EdTech company to grow organically online.

Why we love EdTech companies

From interactive learning platforms to personalised adaptive systems, EdTech is revolutionising education in ways that were once unimaginable. As a digital marketing agency we love working with EdTech companies because of the impact this technology has on people's lives. 

In addition to benefiting learners, EdTech also empowers educators by providing them with innovative tools and resources to enhance their teaching practices. Learning Management Systems (LMS) streamline administrative tasks, such as lesson planning, grading, and communication, allowing teachers to focus more on instructional delivery and student engagement. 

Moreover, EdTech tools offer opportunities for professional development, enabling educators to stay updated with the latest pedagogical strategies and technology integration techniques.

Leveraging Inbound Marketing to Reach EdTech Buyers

Inbound marketing offers a strategic approach to attract, engage, and delight potential buyers by delivering valuable content and experiences tailored to their needs and interests.

The same tactics that are used across my technology industries can also be applied to EdTech companies. By creating valuable content, establishing thought leadership, developing interactive resources, building communities, and offering lead magnets and free trials, EdTech companies can effectively connect with their target audience and drive meaningful engagement that ultimately leads to conversion and customer satisfaction.

Common EdTech Buyers

A buyer persona is a semi-fictional representation of an ideal customer based on market research and real data. It helps businesses understand the needs, preferences, behaviours, and challenges of their target audience, allowing them to tailor their marketing strategies and product offerings to better meet the needs of their customers. 

Buyer personas typically include demographic information, goals, pain points, and buying behaviours relevant to the product or service being marketed.

Here are some of the most common buyers that Education Tech companies tend to be working with and targeting when executing an inbound marketing strategy.

1. Teachers and Educators: These individuals are often the primary users of EdTech tools. They seek solutions that help them manage their classrooms, create engaging lesson plans, track student progress, and provide personalised instruction. Teacher personas can vary based on factors such as subject area, grade level, teaching style, and technological proficiency.

2. Administrators and School Leaders: School administrators and district leaders are responsible for making purchasing decisions on behalf of educational institutions. They look for EdTech solutions that improve school operations, enhance student outcomes, align with curriculum standards, and offer scalability and cost-effectiveness.

3. Students: Student personas represent the end-users of EdTech products. They seek tools and resources that support their learning goals, cater to their individual needs and learning preferences, offer engaging and interactive experiences, and help them succeed academically.

4. Parents: Parents play a crucial role in their children's education and often seek EdTech solutions to support their child's learning outside of the classroom. They look for tools that facilitate communication with teachers, provide visibility into their child's progress, offer supplemental learning materials, and promote parental involvement in the educational process.

5. Corporate Training Professionals: In the realm of corporate learning and professional development, training managers and HR professionals are key buyer personas. They seek EdTech solutions that deliver effective training programs, enhance employee skills and performance, streamline training administration, and offer analytics to measure the impact of learning initiatives.

6. Independent Learners and Lifelong Learners: Individuals who are pursuing education outside of traditional academic settings represent another important buyer persona. They seek EdTech platforms that offer online courses, tutorials, and resources to support their personal and professional development goals.

These are just a few examples of common buyer personas in the EdTech industry, and the specific needs and preferences of each persona can vary widely depending on factors such as geographic location, institutional context, and demographic characteristics.

SEO for EdTech companies

SEO is probably the most popular strategy for inbound marketing and it's commonly used by successful EdTech companies to grow their inbound traffic and lead generation. This is because it is cost effective and can provide businesses with a sustainable approach to growth.

Example Keywords for EdTech SEO

No matter what role or company someone works in, they are always people using search engines to find tools for their business. Here are some examples of search engine queries that show how your business can increase inbound traffic.

As an example, if you sell Learning Management Software (LMS), here are some specific search queries from the USA showing how people are searching for tools for specific industries.

We specialise in helping businesses appear when these searches are typed into google. We do this by creating useful content and building websites optimised for these search queries in the most efficient and natural way possible.

This data can also be used as market research to identify verticals you may want to explore as a company or even double-down on. Becoming a niche software provider has the benefit of improved conversion rates and easier scalability because of a narrow offering and focus.

Getting keyword ideas from competitors

Another great tactic for companies starting out with inbound marketing is to look at keywords similar companies are ranking for online. You can do this using a tool like SEMrush. All you have to do is plug the domain name in and then have a look at the keyword list. You can then see what pages and content they have that you don’t and you can start to plug those gaps. Below is a screenshot of’s keyword list - they are an online LMS system.

Estimating the value of the clicks

One great way to estimate the value of your SEO and organic traffic is to look at how much it might cost for you to pay with the click through PPC campaigns. This is another useful thing that a tool like SEMRush can do.

Content Marketing for SEO

One of the best ways to improve your search engine ranking is to produce informative content for your target audience. You can do this by trying to answer the questions and queries they search for.

This type of educational content is the best way to improve your company's online presence and build trust with your potential customers. This ‘content-led’ approach to SEO is used by thousands of successful companies around the world.


Just like any business, EdTech companies can benefit hugely from nailing an effective inbound marketing strategy. Using keyword data to design and plan a website and content strategy that puts you in front of the people looking for similar products will help your business grow in a sustainable way without a heavy reliance on advertising and brand campaigns.

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