Understand Your Audience
#1 rule of marketing, right? Understanding teachers, who they are, and what makes them tick is the first step in successful marketing to them. Depending on your target, you’ll need to modify your strategy to address specific pain points, motivations, and preferences.
Here are a few of the top pain points we’ve pinned down, and tips on how to solve them.
Here are a few of the top pain points we’ve pinned down, and tips on how to solve them.
Resource and Budget Constraints
Teachers frequently struggle with limited budgets and often spend their own money on classroom supplies. Public school teachers, in particular, face tight financial restrictions. They’re always on the lookout for resources that stretch their limited funds and make a tangible difference in their classrooms. For B2B marketers, focus on affordability and cost-effectiveness. Pay attention to finding ways you can show that your product/service will save money in the long run.
Time Management and Workload Stress
Teaching is demanding work. Many teachers feel overburdened by administrative tasks, lesson planning, and grading. This workload can lead to significant stress, as teachers attempt to balance their professional duties with personal time. They value tools that streamline administrative work and save time, giving them more brain space to focus on teaching and engaging with students.
Adapting to Technology and Personalized Learning
With the increasing emphasis on personalized learning, teachers are facing pressure to integrate new technologies into their classrooms. The shift to technology-rich environments requires teachers to adapt to new roles, moving away from traditional teaching methods to more facilitative practices. But, the average age of teachers is increasing (up from 36 to 43 in the last two decades), and many feel under-trained and under-supported as they try to use these new tools. To ease this pain point, B2B marketers should focus on providing clear, user-friendly solutions that simplify the transition, and offering accessible training and ongoing support. Highlight how products can reduce workload stress and integrate with existing classroom practices.
Student Engagement and Behavior Management
Ever spent five minutes with a group of squirrely 13-year-olds? Now try 6.5 hours, 5 days a week, 180 days a year. It’s no wonder teachers often feel overwhelmed trying to keep students engaged, particularly with the rise of digital distractions. Teachers are looking for solutions that keep students' attention and provide valuable learning experiences with active participation. Focus your B2B solutions on how your product can bring the classroom together and give teachers the focus they’re looking for.
Sometimes it can be hard to pull all this info together into one target. If you’re looking for inspiration, here’s an example of a real-life persona 97th Floor created targeting teachers for Life Benefits, a life insurance service.
Sometimes it can be hard to pull all this info together into one target. If you’re looking for inspiration, here’s an example of a real-life persona 97th Floor created targeting teachers for Life Benefits, a life insurance service.
Build Your Marketing Strategy
Once you’re ready to move on to strategy design, here are a few points to remember:
Personalization
Just like with any strategy, personalization will help you get a foot in the door and connect with your customer. Teachers need solutions tailored to their specific grade levels, subject areas, and classroom needs. They’re dealing with unique challenges, so show them that your product or service fits the ticket. Think about specific nuances that only they experience, or what kind of messaging or imaging would catch their eye. The more tailored your approach, the more likely they’ll trust that your solution is worth it.
Content Marketing
Content marketing for teachers is about delivering value. Even teachers have questions—blog posts, videos, or downloadable resources that answer those questions or solve pain points are great tools to move teachers to their next step of the buyer’s funnel. Consider writing guides, offering case studies, or sharing success stories from other educators using your product. Focus on problem-solving, not just promotion. If your content is actually helpful, teachers will see you as a trusted resource, and a better option for future investments.
Email Campaigns
Even though it’s been around a while, email is still a powerful tool when reaching educators. But, to make it work, your emails need to stand out. Skip the generic pitches—make it personal, short, and to the point. Teachers are busy and are likely to open an email that promises value from the subject line alone. Include a clear call to action and offer something useful, like a free resource, a tip they can implement that week, or an invite to a webinar. Keep your emails consistent, but don’t overwhelm their inbox. When done right, email campaigns can build long-term relationships with teachers.
Next Steps
We hope you’ve enjoyed this quick article on tips and tricks for marketing to teachers! This is a unique market in the B2B space, so we wish you best of luck as you go out and win it.
If you’re interested in streamlining the process, our team here at 97th Floor would be thrilled to help. We specialize in advertising, SEO, content, and design, and have worked with a wide variety of brands targeting this audience. To see examples of our work in action, check out our case studies.
If you’re interested in streamlining the process, our team here at 97th Floor would be thrilled to help. We specialize in advertising, SEO, content, and design, and have worked with a wide variety of brands targeting this audience. To see examples of our work in action, check out our case studies.