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Compared to other sectors, the bc data america package education sector requires a longer sales process. For this reason, companies need to strengthen their inbound marketing strategies at each stage of the funnel to be able to accompany their prospects until they achieve conversion.
It is in this challenge that Inbound Marketing can be a great ally, but how does it work? Here we will analyze everything you need to know about its scope in the sector.
First step: define the buyer persona
The buyer persona is the representation of the ideal client that is based on the analysis of sociodemographic characteristics (age, family, income, etc.) and psychological characteristics (pain, aspirations, etc.) of the target audience to understand their needs.
As in most sectors, the education industry does not have a single buyer persona. On the contrary, its target audience includes parents or guardians, students, professionals, senior professionals and even companies, depending on their product offering.
One thing we recommend is talking to the people who are closest to the clients: sales executives, the Contact Center, the marketing team and even teachers. These profiles help us reach different types of buyers. Diego Loayza, Growth Manager at Impulse.
However, once defined, these must be refined over time. “Buyers change because their needs change according to the situation. Therefore, they must be rethought according to their evolution and reviewed every 6 months or every year,” he adds.
New call to action
Why use Inbound Marketing in the sector?
Inbound Marketing offers the following benefits to companies that belong to this sector:
1. Generate organic traffic
By offering users valuable content that is in line with their interests, an increase in traffic to the company's website is generated at a lower cost than if it were advertising.
2. Do not depend on the pattern
In line with the above, over time the advertising campaign stops being indispensable and becomes complementary to the marketing strategy, achieving a more efficient use of resources. In addition, depending on the advertising campaign increases the acquisition cost, while inbound allows this variable to be optimized.
3. Brand building and better reputation
Inbound marketing allows the brand to climb into people's top of mind , especially when it comes to companies with very specific niches, helping them to position themselves better.
Brainstorming planning
How to apply Inbound Marketing? Examples in the educational sector
Inbound and sales strategies and actions will vary depending on the stage the prospect is in: discovery, consideration, and decision. Let's look at some ideas for each of them.
Stage: Discovery
In this phase, the objective is to provide the user with as much information as possible through a value offer that attracts them to the website. The best alternative is blogs or high-impact content such as ebooks.
These will allow you to generate contacts through subscriptions. It is with these that you can establish a relationship with the lead and educate them over time until they are ready to make the purchase.
