Your marketing touchpoints play a huge role in your brand identity and brand trust. They’re essentially any point of interaction between you and your audience e.g. your website, your social media, your email campaigns, your phone call conversations - the list goes on. These touchpoints, together, can influence a teachers’ decision in progressing with you as a supplier. That’s why they need to be in tip-top shape at all times.
Keep reading to learn how you can optimise each touchpoint and boost your teacher conversions. These tips are based on our comprehensive education marketing knowledge and insights at Buzz Education.
Your website
Don’t underestimate the importance of your website. From your main menu to your imagery to your page content, your website has a huge role to play in winning teachers’ confidence.
To ensure your website quickly and effectively demonstrates your credibility as a supplier, we recommend the following:
- Integrate education-specific phrasing to your website content (e.g. DfE-approved, improve GCSE outcomes, enhance your KS3 curriculum etc.)
- Include clear signposting to your education-relevant webpages so teachers can easily find the information they need
- Highlight school case studies on a dedicated webpage
- Feature results-focused testimonials from teachers
- Include photos of your product/service in action in schools (avoid stock photos if you can)
Your email campaigns
After the Schools & Academies Show, you’ll likely have some follow-up emails planned, if you don’t, we recommend you do. Email campaigns are an important marketing touchpoint and they offer great potential for increasing engagement and reminding teachers of what you offer.
To win teachers’ confidence, develop an email marketing strategy that increases your brand awareness and helps to keep momentum up after the show. You could send a series of personalised and top-of-mind campaigns to teachers (just always make sure your emails and the data you access to deliver your campaigns are both GDPR-compliant).
Personalised campaigns could be more targeted messages where you reference your meet-up at the Schools and Academies Show, share further information about your offering and remind teachers what you offer. These types of emails often work well when they look like personal emails not designed campaigns.
Top-of-mind campaigns could be more broader brand-awareness, designed campaigns that feel less personal but still include persuasive content. You could include lead magnets - these are free assets like classroom resources that teachers need to sign up for to be able to access. You get their data and they get a useful resource that gives them a strong insight into how you can support them.
A mix of the two types of email campaigns can work really well for increasing engagement and winning teachers’ confidence. Strike while the iron’s hot and reach out to teachers soon after the show while you're still fresh in their minds. Just make sure you gradually increase the gap between your follow-ups to ensure you’re not bombarding them.
Your phone call conversations
When you’re following up with teachers after the show, make sure you’re ready with all the information they need to further understand your offering. And check your team are available to answer calls too - teachers are too busy to chase you, so be on stand-by, ready to help.
If they request quotes or further information, always send these in a timely manner. Teachers favour and return to organisations who deliver excellent customer service and prompt replies.
If you can build a positive relationship from day one, you’ll maximise your chances of winning teachers’ confidence and, as a result, secure future sales and bookings.
Your social media posts
If your organisation uses social media, create posts that are thought-provoking and ultimately nudge teachers to consider you as their supplier.
You could share:
- Amazing, results-focused testimonials from schools you’ve worked with
- New education sector updates relevant to your area to demonstrate your knowledge
- Photos of your product or service in action in schools
- School case study highlights
- And more!
Make sure you’re active on the channels teachers use, and always track your post engagement rates to gauge which types of social media posts work best for your organisation. Test different times too to identify when your unique audience (particularly if targeting a specific job role) are most active.
Win teachers’ confidence, with confidence
By ensuring all your marketing touchpoints are optimised to engage teachers, you’ll increase your chances of converting them into customers and building relationships that last.
To summarise the key takeaways, make sure every marketing touchpoint (including those not covered in this blog post) are fine-tuned and maximised for your education audience. If you get the foundations right with a strong website, engaging email campaigns, excellent customer service and thought-provoking social media posts (if you have a social media presence), you’ll boost your chances of lead-gen success. Need help with your email marketing to teachers or education data to enhance your schools’ outreach? Get in touch with our expert team at Buzz Education.
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