How do I reach potential customers for my education business on social media?

Social media is a bit of a minefield when it comes to marketing your education business and reaching potential customers. You really need to consider your audience in order to make sure you’re turning up on the platforms they use; are you aiming your product or service at younger teachers or at senior leaders who have been in role for a number of years?

The following advice comes from my experience and what I have learned using different platforms – someone else might offer different advice based on their experience. I can only tell you what has worked for me – if it turns out that works for you then that’s great.

So, that said, let’s get to my advice. There are four main platforms I believe that you need to be on and active in when you are in education business: Facebook, Instagram, Linkedin and Twitter.

Why do I need to be on Facebook with my education business?

There are so many teachers on Facebook and a lot of them are grouped together across the various pages and groups created on the platform. There are groups for new teachers, veteran teachers, senior leaders, ex-teachers, part-time teachers, KS1 teachers, KS2 teachers, EYFS teachers, the list goes on. You audience have grouped themselves together and you just have to find them. It would be a waste not to take advantage of this.  

Another benefit to Facebook is that it links easily with a lot of third-party platforms and social media scheduling tools. Meaning it is easy to be present on the platform without having to be too present (i.e., you can easily do what I do and batch a lot of social posts as well as streaming live when the mood strikes you).

In a 2021 US survey, around 70% of adults said they use Facebook regularly, but every other platform was 40% or less. This really is something to keep in mind.

Why do I need to be on Instagram with my education business?

Instagram is creeping up in popularity every day and the users on there are much more active – Facebook does have a lot of dormant accounts. While your audience on Facebook has probably grouped themselves, hashtags on Instagram make it easy to find people who are posting about the problem your business is trying to solve. Using hashtags makes it easier to find people to follow, following people makes them aware of your presence. You can’t always tell if the people you follow are always the right people though – you can’t see a lot of information in an instant on Instagram, you have to go through their photos an captions to really work someone out.

Why do I need to be on Linkedin with my education business?

This is where you need to be if you want to find senior leaders – many teachers aren’t too bothered about Linkedin but you might find senior leaders here and those in charge of different MATs. Aside from that though, it is good for business and connecting with other businesses. You can share your ‘big cause’ on Linkedin, the reason why your business does what it does – it is where you can build your brand and showcase yourself as the expert.

Why do I need to be on Twitter with my education business?

Okay, to be honest, Twitter isn’t for me. There is a lot of work involved – more so than the other social media sites – which eats up a lot of time and we all know how I feel about protecting my time. It is also easy to come across keyboard warriors on Twitter, there is a lot of know-it-alls on the platform and there is a lot of judgement there. If you’re really one that avoids confrontation, it might be best to avoid. But like Instagram, hashtags really help find the people you are looking for and if someone likes your products or even just your posts, they will share them. Retweeting is a quick way to acknowledge someone.

Social media is always changing, the way it works and people’s views towards each platform. It is worth trying what you feel comfortable with and making changes where you aren’t seeing results. You’ve got to be willing to test things out. You’ve also got to be willing to help potential customers and competitors, it helps you build yourself as the expert in your field and helps you to grow your audience. It might feel frustrating to begin with, but you’re there to start and move the word-of-mouth wave and that will bring more customers and help you grow your education business. 

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