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How Can Your Company Stand Out in a Crowded EdTech Market?

  • Kristen
  • Jun 28
  • 4 min read

The rapid advancement of technology is reshaping the edtech market. On the one hand, it's exciting that educators and learners are more comfortable using edtech products than they were five years ago. However, on the other hand, it has brought significant changes to the industry. Companies are introducing new product offerings to adapt to the changing needs of today's digital-savvy learners, and many new entrants are finding ways to leverage AI to help educators and students.


How has the increased competition affected your business? You may be losing customers, lowering your margins to compete on price, or investing more in customer success to help retain your customer base.


When viewed from the perspective of the educators you're selling to, the increase in the number of edtech providers means they're now inundated with more choices. And when each choice looks the same, it could be hard for them to decipher which to go with. On top of that, with shrinking and unpredictable budgets, they'll switch or not renew if they don't understand the value of your edtech product.


Female teacher at her laptop with students in the background.

Worried About New Competitors? Here's How to Stay Ahead


Strategic marketing can help your company stand out in a crowded edtech market. What truly makes a difference is getting clear and specific about how you talk about the benefits of your edtech product across your website, emails, conferences, sales materials, and other channels. You can spend a bunch of money on advertising and conference sponsorships, but if your messages sound like everyone else, you're wasting your money.


Standing out in a competitive market starts by defining your positioning statement. Positioning is one sentence that explains your main differentiator and the value your company or product offers. The positioning statement is used internally by marketing teams as a reference when writing marketing copy or developing campaign ideas.


For example, Duolingo is known for its crazy social media marketing. A lot of it seems totally random, but it is backed by a deeper meaning. It's part of their brand identity to make language learning fun. And that comes from their positioning:


From the Brooklyn girl learning Mandarin to speak to her grandma in her native tongue, to the businessman who just wants to say 'croissant' properly in Paris, Duolingo makes it possible by making language learning fast, fun, and effective — something to enjoy, not endure. 

(Note - we shortened Duolingo's marketing messaging to create this positioning statement to help illustrate the example.)


How to Create a Positioning Statement for Your Edtech Company


So, how do you create your own company or product positioning to help your edtech company stand out? Here's a breakdown of the steps:


  1. Identify your target audience


The first step is to get specific about your target audience. "Teachers" is way too broad. Look at the customers who are your best buyers and users. What makes them different? Maybe they are teachers who enjoy being productive or administrators who value data. 


  1. Define what you offer


When you explain your product, are you using language that resonates with your target audience? For example, you can say that you're selling an edtech product:


  • to help students learn (less specific)

  • for personalized student interventions (somewhat specific)

  • that supports MTSS in the classroom (most specific)


When you get detailed about your target audience, it's easier to describe your product in a way that's relatable to them, which helps you stand out.


  1. Describe what makes your product different


What will set you apart in your marketing is embracing what makes your product unique in a way that appeals to your target audience. Your product may be backed by a proprietary technology platform, but most of your buyers won't care about that. They want to know what makes you unique that will benefit them. So ask yourself why you have the propriety technology platform. How does it make the end product better for users?


For example, let's say you're selling an edtech product that helps college admissions directors help prospective students through the enrollment process. You may be tempted to say that what makes it unique is your product's use of AI to personalize interactions. But, if you review your competitor's websites, you will find others that say the same thing. So, dig into why the personalized interactions using AI are unique. Maybe your system customizes emails and texts between the prospective student and various departments they encounter during the enrollment process, including admissions, plus financial aid, student services, and faculty. 


  1. Outline why your target audience should buy from you


Ultimately, your positioning should center on how you deliver value to your target audience. Why should they care about your product? How does it make their day-to-day easier or better?


Stand Out in a Crowded Market with Clear Positioning


Facing new competitors can be very frustrating and concerning, especially for established edtech companies. When you define your company's positioning in a way that highlights what makes your products valuable, you'll be more likely to attract and retain customers because they'll understand how you stand out and what you offer.


Do you want to learn how strategic marketing can help your edtech company stand out from the competition? Wise Marketing Strategy can help. Set up a free 30-minute consultation to get started.



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