By: Evan Outlaw and Kayla Proell
Marketers used to talk about “feeding the funnel”—until HubSpot replaced that metaphor with the flywheel. As music lovers, we’d like to offer another model: The process of attracting and converting edtech marketing leads is like forming a rock band. Allow us to break it down.
Every band needs a drummer to lay down a consistent beat. Skilled drummers alternate and change the pattern of notes, but as long as the song continues, the beat goes on. In marketing, CTAs and ads are like the drumbeat: they’re the foundation of the campaign, and the audience sees and hears them over and over again. Like creative drummers adding a fill or a run to give every song its own identity, smart marketers personalize their CTAs and ads to help target individuals.
Nothing says “rock star” like a great guitarist shredding the strings. Depending on where you are in the world, the guitar may sound different to appeal to local tastes—consider the difference between Chicago blues and, say, flamenco. Much like the sound of a guitar, websites and landing pages should translate universally. With so many education decision-makers doing work on their phones, it’s more important than ever for your website to be mobile-friendly. Offering language translation can also help you increase the number of people who visit and linger on your site.
The singer is often the face of the band, the one who gets the most fan attention. As the voice of the band, the singer communicates the message of each song. In the arena of edtech marketing, your lead singer is social media and blogging.
A beautiful voice can make nonbelievers into believers. A powerful voice makes people pay attention, and social media and blogging give you a chance to make your unique voice heard. To make sure your voice reaches the right audience, keywords play a huge role. Using relevant keywords consistently will establish your stage presence and help more fans find you.
While some may view pop-up ads as a pesky internet nuisance, the right kind of pop-up is a valuable tool in a marketer’s arsenal. This is why we say that pop-ups play the role of the trumpeter, a distinct component of the band that might turn some people off while attracting others. While trumpets can alienate audiences who aren't ready for the brash brass, they will always grab the attention of some listeners, they. A captivating pop-up can convert anonymous visitors into business leads, and having a form behind the pop-up will help you identify serious suitors. The design of your lead flow should be on brand, meaning the colors and message should clearly reflect the character of your company.
If you’ve ever watched “Behind the Music,” you know that every band needs a manager. In the best-case scenario, a manager provides the band's general direction and secures a steady stream of business for the group. The manager helps the band reach its goals and deals with the growing pains along the way. Content strategy is the manager of your marketing band.
Organizing a coherent strategy for upcoming campaigns is integral to your marketing success:
By focusing on the topics that resonate with your buyer persona, you’ll gradually expand your SEO influence, just as a band builds its fan base by touring. It won’t happen overnight, but bringing all these instruments and voices together will get your brand rocking!
Thanks for sharing!