Growth, SEO, AI and content marketing for edtech companies & education establishmentsEducation is bought by committees and chosen by students, so the providers that win speak clearly to both
So much more than just another education marketing agency
Education marketing has two very different buyers.
Edtech companies sell to schools, districts and universities, where a purchase passes through teachers, IT teams and administrators before anyone signs. Universities, schools and course providers sell to students, who compare options on their phones and decide in a few scrolls.
Both now research through search and AI tools before they make contact. We help edtech companies and education providers in the USA and Europe get found, trusted and chosen, whichever buyer they're trying to reach.
| Business type | What buyers respond to | Primary Blu Mint service |
|---|---|---|
| Edtech selling to schools and universities | Proof for every stakeholder, from teachers to IT and procurement | SEO and content |
| Universities, business schools and private schools | Clear programmes, outcomes and a simple way to apply | Social ads and SEO |
| Online course platforms and learning apps | A quick sense of what they'll learn and whether it's worth it | Social ads, SEO and web design |
Edtech selling to schools and universities
An edtech sale rarely has one buyer. A teacher may find the product, an IT team checks how it fits existing systems, someone reviews how it handles student data and an administrator or procurement team signs off. Each of them looks for different proof.
For an edtech company, that typically means
Content for each stakeholder, such as classroom use cases for teachers, technical detail for IT and outcomes and cost for the people holding the budget
SEO and AI search optimisation, so the product appears when educators and administrators research a problem, not just when they search for a product name
A sales strategy that connects marketing to how schools and districts actually buy, from pilots to renewals
Clear, accurate information on how the product handles student data, which buyers check early
We've worked on both sides of the Atlantic. For a US classroom AI assistant sold to schools and districts, we provided SEO and a strategy for sales. For a Google Cloud partner serving organisations across Northern Europe, including schools, colleges and universities, our team ran social ads and social media management and set up GA4 across the business.
Universities, business schools and private schools
Students choose differently from institutions. They scroll Instagram and TikTok, compare a handful of options and apply where the path looks clearest. Adverts inviting them to join a school, a university or a business school programme are now everywhere on social media, and the competition for their attention is intense.
For a university, business school or private school, that typically means
Instagram and TikTok ads for courses, degrees and certificates, aimed at the students most likely to apply
Landing pages for each programme, with entry requirements, costs, outcomes and an obvious way to apply, so ad spend turns into applications
SEO for the programme and course searches students make, and for the questions they ask AI tools when comparing options
Social media content that shows real student life and real outcomes, since students trust peers more than prospectuses
Business schools in the USA in particular now compete hard for professionals taking management courses and certificates. Those buyers research return on investment carefully, so content that answers their questions honestly earns more trust than a polished advert alone.
Online course platforms and learning apps
A course platform or learning app often sells directly, with a free trial, a sample lesson or a low first payment. The buyer decides quickly, so the site and the ads do the work a salesperson would do elsewhere.
For an online course platform or learning app, that typically means
Social ads on Instagram, TikTok and Meta that show what a learner will actually be able to do, with clear pricing and a simple first step
SEO built around the skills and certifications people search for, with pages that answer the question and lead naturally to the course
A website that gets a visitor from interest to sign-up quickly on a phone
GA4 set up to track sign-ups and course purchases properly, so you can see which channels bring paying learners, not just visitors
Student data and privacy
Education marketing comes with stricter privacy rules than most industries, especially where children are involved.
In the USA, FERPA protects students' education records, and COPPA governs how online services collect personal information from children under 13. In Europe, GDPR sets the rules for collecting and using personal data, including for tracking and advertising.
We build campaigns, tracking and content with these rules in mind, and we're careful about what any page claims on a provider's behalf. Your own legal team should always confirm compliance for your product.
FAQs
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Schools and universities buy through several people, so edtech marketing needs proof for teachers, IT, data protection and procurement. It usually involves a longer sales process too. Students decide on their own and quickly, often on a phone, so recruitment marketing relies on social ads, clear programme pages and an easy way to apply. Most providers need one approach or the other, and some need both.
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They're now one of the main ways universities, business schools and course providers reach students, especially on Instagram and TikTok. They work best with landing pages built for each programme, clear costs and outcomes and tracking that shows which ads lead to applications, not just clicks.
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Students and education buyers increasingly ask AI tools to compare programmes, courses and products before visiting any website. Clear, accurate pages that answer their questions directly, with programme details, outcomes, costs and FAQs, give AI tools something to cite. Providers with vague or outdated pages tend to be left out of those answers.
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Yes. We've worked with technology companies serving education in both the USA and Northern Europe, and we write in native-level American or British English depending on the market. We also understand the different privacy rules on each side, from FERPA and COPPA in the USA to GDPR in Europe.
