Successful Marketing Throughout the K-12 Education Buying Cycle
Unlike most sectors, the K-12 education buying cycle is driven by specific timelines and considerations that educators and decision-makers follow throughout the academic year. While 60-70% of education purchases are made during the summer, most buying decisions happen in the spring and the process leading up to those decisions can take months. By understanding these distinct phases, education companies strategically position their products and services to meet the needs of schools and districts at each stage, ultimately maximizing their marketing efforts and meeting sales goals. We recently created an infographic breaking down the K-12 buying cycle, but the topic deserves further discussion.
Reasons Behind the K-12 Buying Cycle
Why is the K-12 education buying cycle so unique? There are several reasons. The K-12 education market operates within specific timelines and budgetary constraints, with purchasing decisions often made well in advance of the new school year. The K-12 sector is highly regulated, making the buying cycle a long one. Additionally, the K-12 education buying cycle involves numerous stakeholders, including administrators, teachers, and district-level personnel, each with their unique priorities, concerns, and schedules. Moreover, the K-12 education buying cycle involves several distinct decision-making processes, each with their own focus and each necessitating different marketing strategies from education companies.
By grasping the unique phases of the K-12 education buying cycle, education companies can strategically allocate their marketing resources and efforts, develop targeted campaigns and initiatives that align with the specific needs and priorities of schools and districts during each phase, and maximize their chances of success. Read on for a clear understanding of the four phases of the K-12 buying cycle and steps you can take to best position your products and services across the academic year.
The Four Phases of the K-12 Buying Cycle
The K-12 education buying cycle can be divided into four distinct phases, each with its own set of objectives, considerations, and best practices for education companies. Let's explore each phase in detail.
Phase 1: Needs Assessment and Planning (May through July)
During this initial phase, schools and districts conduct needs assessments to identify upcoming demands and finalize their budgets for the upcoming school year. Education companies should focus on the following:
SEO: By optimizing your website and content with relevant keywords and search terms, you ensure that your products and services appear prominently in search engine results when educators are conducting research and seeking solutions. Focus on words and phrases that best align to the problems your services or products address.
Top-of-Funnel Content Promotion: Keep in mind the collaborative nature of buying decision-making in K-12. Providing valuable and informative content such as ebooks, blog posts, social media posts, and infographics that speak to each stakeholder group positions you as a valuable resource and partner to potential clients. Explore our marketing and sales funnel for more ideas.
Thought Leadership: Establish yourself as an industry leader by sharing valuable insights, trends, best practices, and research. It's important to limit overt product promotion during this phase and instead focus on building trust and providing helpful resources and information. Check out more guidance on establishing your thought leadership in this Ed2Market blog post.
Phase 2: Information Gathering and Awareness (August through December)
During this phase, schools and districts actively explore different solutions to address their identified needs and allocate budgets for the upcoming year accordingly. Education companies should focus on the following strategies:
Email Marketing: Leverage email campaigns and share case studies, white papers, and free resources that showcase how your solutions outperform the competition and meet the unique needs of schools and districts. Personalized and targeted emails will help nurture leads and build relationships. Read our top 10 tips on making the most of your email marketing.
Thought Leadership: With webinars, conferences, and workshops, you demonstrate your expertise and provide valuable insights to educators. This not only builds brand awareness, but also fosters relationships and establishes trust with potential customers.
Social Media and Targeted Ads: Utilizing social media platforms and targeted advertising broadens your reach and engages the right educators and decision-makers. Be sure to share content, promotions, and special offers on social media platforms where educators spend their time to generate awareness and interest in your products and services.
Phase 3: Consideration, Trial, and Bidding (January through April)
At this time, schools and districts engage in a deeper investigation of potential products and services and select vendors to submit bids. Education companies should prioritize the following:
Email Marketing: Continue leveraging email marketing to provide clear and detailed information about your solutions' strengths, features, and benefits. Highlight success stories, testimonials, and results achieved by other schools and districts to build trust and credibility.
Thought Leadership: Continue offering webinars, workshops, and conferences that feature success stories and in-depth demonstrations to strengthen your position as a trusted partner. Providing valuable content that addresses specific pain points and challenges faced by educators will certainly influence decision-making.
Content Sharing: Share compelling data, case studies, and testimonials through various channels such as blog posts, social media, and email campaigns to further showcase the effectiveness and impact of your solutions. Free trials and demos are essential during this phase.
Phase 4: Decision-Making and Purchasing (May through July)
In the final phase, schools and districts review bids, make final decisions, and issue necessary purchase orders. They also strategically plan for how and when they will familiarize educators with any new services and products. This phase overlaps with phase one, depending on where a school or district is within the acquisition process. Education companies should:
Leverage Current Audience Lists: Reach back out to prospects who have shown interest or engaged with your content during the earlier phases. Nurturing these relationships through personalized follow-ups, targeted emails, and relevant content can help keep your solutions top of mind and increase the likelihood of conversion. It’s worth noting that products intended for direct teacher purchase are best marketed during the weeks following the end of the school year and the weeks before the next school year begins.
Share Add-ons and Upsell: For existing customers who have already made a purchase, seize the opportunity to present relevant add-ons or upsell complementary offerings. By highlighting the value and benefits of these additional offerings, you maximize revenue potential and provide valuable ongoing support to schools and districts.
Effective Education Marketing Any Time of Year
Navigating the complex world of education marketing and successfully reaching schools and districts throughout the K-12 education buying cycle can be a daunting task, especially recently. That's where Ed2Market comes in. Partner with us to significantly enhance your company's marketing efforts and ensure that your products and services stand out across the buying cycle. Our proven strategies, deep industry knowledge, and commitment to delivering results will enable your products and services to thrive throughout the buying cycle, from initial awareness to final purchasing decisions. Take the next step in elevating your education marketing efforts. Contact Ed2Market today to discuss ways to reach your goals in the K-12 market. Together, we can make a lasting impact in shaping the future of education.