Educators are a niche audience and knowing how to market to them is key. The best medium to reach them is through social media. Educators are using social media to get ideas for lesson plans, hear product reviews, and see product demos. If you aren’t targeting educators on social media, it’s time to get started. Here’s how to reach educators.
Define the personas you are trying to reach
Are you trying to reach teachers, administrators, students, or parents? Once you determine this, try narrowing down the type of school: elementary, middle, high school, homeschool, trade school, professional education, or higher education. If you want to get even more specific, you can identify your target region. By getting specific with your target audience, you can tailor your message to them. This ensures they become engaged with you and will likely become your customer.
Know where they go online
Make sure you understand where your audience is spending their time. You don’t want to spend all your effort on a social media platform your customers don’t care about. The 2017 Teachers as Consumers found the following statistics about social media.
- 71% of educators visit Facebook
- 35% of educators visit Pinterest
- 44% of educators want to purchase a product after seeing an online ad
Make your content sharable
Educators like to share what they see on social media with their peers. To understand what teachers are talking about, look at online groups and pages. By keeping your content personalized and relevant teachers are more likely to share it, getting you more followers on social media and building brand awareness.
Consider the timing
Keep in mind that marketing to an educator in the summer, for the upcoming school year, may be too late. It’s best to build awareness of new products throughout the winter. This allows teachers to research and understand your product and be ready to purchase when they get their budgets in the summer. However, if you have ad on software or accessories, be sure to talk about this in the summer as this is when teachers are starting to think about curriculum for the next school year.