Marketing to Teachers—The Guide You’ve Always Wanted

When it comes to spending power and influence, teachers are a hidden gem in the B2B market. With over 4 million educators in the U.S. alone, they play an important role in decision-making; not just for their classrooms, but often for entire districts and school systems. They’re resourceful, value-driven, and all about finding solutions that make their jobs—and their students’ lives—easier.

But, teachers are savvy shoppers. They don’t have time for fluff, and if they spot an empty sales pitch, they’re out quicker than you can say “professional development day.”

At 97th Floor, we know what it takes to reach teachers. With nearly two decades working with B2B brands targeting this audience, we’ve gathered the insights and strategies you need to make an impact. Enough chat, let’s get into it!
Let’s Build Your Strategy ▸
teacher graphic

Contributors

article contributor
Haley
Riemenschneider
Head of Advertising
97th Floor
article contributor
Rachel Bascom
Head of Content
97th Floor
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Rachel Tonkovich
Design Lead
97th Floor
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Mike Witham
Head of SEO
97th Floor
article contributor
Kate Stagg
Marketing Intern
97th Floor

Marketing to Teachers

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.

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.
teachers persona graphic

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.
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FAQs

Teachers often struggle with budget constraints, time management, and integrating new technologies into the classroom. Marketers should focus on offering affordable, practical solutions that save time and simplify the adoption of new tools.
Segment your audience by grade level, subject area, or type of school (e.g., public vs. private). Tailor your messaging to address their specific classroom needs and challenges.
Teachers are highly active on Pinterest, Instagram, and Facebook, looking for classroom inspiration, resources, and professional development. Engaging them on these platforms with relevant content can build strong connections.
Teachers value practical, actionable content that solves real problems. Blog posts, videos, lesson plan ideas, and case studies from other educators are all great formats.
An age old question. Our best advice: keep your emails short, personal, and direct. Use an engaging subject line that promises value, like offering a useful tip or free resource. Include a clear call to action and deliver something useful.
Avoid generic pitches that don’t address the specific challenges teachers face. Also, steer clear of overly promotional language—teachers appreciate authenticity and want to know how your product or service can genuinely make a difference in their classrooms.
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© 2024 - 97th Floor. All rights reserved. Privacy Policy. Proudly founded in Utah. Growing businesses worldwide.
© 2024 - 97th Floor. All rights reserved.
Privacy Policy.
Proudly founded in Utah. Growing businesses worldwide.