The K-12 purchasing cycle is rigid. It follows a strict schedule, and sales and marketing professionals must meet prospects with the information they’re seeking at exactly the moment they’re seeking it. But there’s also an upside to K-12’s structure: It’s predictable. You just need to know whom to reach, when, and what to discuss when you do.
 
Know the Process
The education buying cycle is year-round, and purchasing takes time. Here are the steps to purchase: 
 
 BuyingCycle 101216
 

job titleA number of people are involved in education purchasing. Some are influencers, making recommendations for education solutions. Others are decision makers who approve purchases and sign the final contract. No matter their role, you must reach them all to build awareness for your brand.

It’s back-to-school. Budgets are set and education purchasing is underway. Teachers and administrators are already considering products and programs to invest in for next school year. Given all of the activity during this busy season, how do you know whom to schedule meetings with? What should you talk about during sales calls?

Insights from a recent Agile survey of educators will help you strategize your approach and be better prepared for conversations.

There is an old maxim in marketing: It’s less expensive to generate business from existing customers than it is to land new ones.

This has certainly proven itself in education subscription businesses such as magazines and software licensing, where renewals are far more profitable than new subscribers. And if you know your acquisition cost per customer, reactivating dormant customers is likely to be more cost-effective than acquiring new ones.

This infographic from Reach Mail offers tips for re-engaging with the dormant subscribers on your email list. Among some of its most eye-opening insights:

  • 60 percent of the subscribers on an average email list are inactive, or haven’t opened, clicked or engaged with emails in six or more months.
  • The longer a subscriber has been on your list, the less responsive they become.
  • 69 percent of email users unsubscribe from a list because they receive emails too frequently.
  • More than half of all emails are opened on mobile devices. If your emails aren’t optimized for mobile, you’ll likely have a higher percentage of dormant subscribers.

Most companies use email to stay connected to their customers and prospects throughout the education marketing cycle. Some do it well; others don’t.

We all recognize the hallmarks of a “bad” email when we see them:

  • Trying to communicate too many messages in a single email
  • Focusing solely on self-promotion
  • Using too many images
  • Including too much text
  • Not branding emails appropriately, thus creating an ambiguous sender
  • Not optimizing messages for mobile viewing

What do all of these email “don’ts” have in common? Poor planning and design.

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About Agile Education Marketing

We're the go-to people to build brand recognition and generate leads. Using our comprehensive EdConnect™ database of early childhood, K-12 and higher education institutions and personnel, Agile Education Marketing helps you reach educators at school, at home and online.