By Jacob Hanson
When I talk to start-up clients about how to succeed in the K-12 ed tech marketplace, I always say that the first step is to listen. Before you send out the first press release to announce your new product or service, first consider your audience. Who are they? What do they need? And how can you give them what they need? This is the most direct way to turn detached information into a dialogue.
If you’ve done your homework, your first ed tech PR campaign will be audience-centric, and it should:
The cumulative effect of all of this is building trust with the education community. Educators want to see you as a source of information—a “friend” who they can rely on to provide the best practices that will help make their lives easier and their work more effective. They do not want or need repeated messages about deals, price breaks, or new shiny features in your product.
Once the community realizes that you are providing them with something of value, they will come to rely on it and to trust that you will be there for them. That is when the selling can start.
Now that you have established trust with your ed tech clients, how do you move them down the sales funnel? I suggest leveraging the power of effective PR through these three steps:
If you show ed tech decision-makers that you understand their challenges and are there to help them when they need it, the sales will follow.
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Thank you for sharing!
