Top Linkedin Strategies for EdTech Companies to Reach Higher Education and K-12 Buyers

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Why LinkedIn is Your Secret Weapon

Forget cold emails that never get answered or expensive ads with low ROI. LinkedIn is where decision-makers in education—superintendents, CIOs, university deans—are already spending their time. If you’re an EdTech company looking to break into higher education and K-12 markets, mastering LinkedIn is non-negotiable.

Over 930 million professionals use LinkedIn. That’s 930 million opportunities. But if you don’t know how to cut through the noise, you’ll get buried.

This playbook will give you the exact strategies to:

  • Pinpoint and connect with key decision-makers.
  • Optimize your profile and company page to establish authority.
  • Leverage LinkedIn groups and thought leadership to build trust.
  • Use content and ads effectively to generate real engagement.
  • Craft personalized outreach that actually gets responses.

Try our Free AI tool to develop a customized LinkedIn Playbook.

Let’s dive in.

Step 1: Laser-Target Decision-Makers

Know Who Holds the Purse Strings

Educational institutions are bureaucratic. Decisions aren’t made by a single person but rather by committees. Knowing who to target will save you time and resources.

Higher Education

  • CIOs and IT Directors: Oversee tech infrastructure.
  • Provosts & Deans: Have budget authority over academic programs.
  • Faculty Department Heads: Influence the selection of instructional tools.

K-12

  • Superintendents: Ultimate decision-makers at the district level.
  • Principals: Key influencers in selecting school-wide solutions.
  • Curriculum Coordinators: Gatekeepers for learning materials.
  • IT Directors: Ensure tech integrations are seamless.

Find Them Using LinkedIn’s Advanced Search

  • Use Boolean search: (“Superintendent” AND “K-12” OR “Chief Information Officer” AND “Higher Ed”)
  • Apply filters: Narrow down by location, school size, and job seniority.
  • Leverage LinkedIn Sales Navigator: Unlock lead recommendations and alerts when contacts change jobs.

Step 2: Optimize Your LinkedIn Presence

Your Personal Profile: Build Authority, Not Just Connections

Your profile isn’t a resume; it’s a sales page.

Must-Haves:

  • Headline: “Helping [Target Audience] Solve [Pain Point] with [Solution].”
  • Banner Image: A visually compelling graphic that showcases your EdTech brand.
  • Summary Section: Story-driven, not robotic. Focus on the impact you create.
  • Experience Section: Use bullet points to highlight tangible achievements.
  • Recommendations: Social proof wins. Get testimonials from happy clients.

Company Page: Your Digital Storefront

  • Clear “About” Section: Articulate your USP in one sentence.
  • Rich Media Content: Show, don’t tell—videos, infographics, and testimonials.
  • SEO-Optimized Keywords: Think like a buyer: “adaptive learning software,” “K-12 curriculum tech,” “higher ed digital transformation.”

Step 3: Dominate LinkedIn Groups & Thought Leadership

Join the Right Groups

Instead of spamming decision-makers with connection requests, meet them where they already engage.

Search for groups like:

  • “Education Technology Leaders”
  • “K-12 CIOs and Tech Directors”
  • “Higher Ed Digital Transformation”

Become a Thought Leader

  • Engage in Discussions: Offer insights before pitching your product.
  • Post Value-Driven Content: Share Case studies, best practices, and trends.
  • Create Your Own Group: Position yourself as an industry leader by moderating discussions.

Step 4: Content That Converts

What to Post to Capture Attention

  1. Pain-Point Focused Articles: “How Districts Can Reduce IT Costs While Expanding Tech Access.”
  2. Data-Backed Insights: “75% of Universities Are Investing in Adaptive Learning—Here’s Why.”
  3. Customer Success Stories: “How [School] Boosted Student Engagement by 40% Using [Your Product].”
  4. Live Demos & Webinars: “See Our EdTech Platform in Action—Live Demo with Q&A.”

Step 5: LinkedIn Ads—Get in Front of the Right People

Best Ad Formats for EdTech

  • Sponsored Content: Promote blog posts, case studies, or whitepapers.
  • InMail Ads: Directly message superintendents and deans (bonus: 52% open rates!).
  • Video Ads: Demonstrate your product in action—short, high-impact visuals win.

Targeting Strategies That Work

  • Job Titles: “CIO, Director of Curriculum, Dean of Academic Affairs.”
  • Industries: “Education, Higher Education, E-Learning.”
  • Custom Audiences: Upload a list of school contacts and target them directly.

Step 6: Outreach That Actually Gets Responses

Connection Requests That Don’t Suck

Hi [First Name], I saw your post about [EdTech Trend]. My team recently helped [Similar School/District] solve [Pain Point], and I’d love to connect.

InMail That Starts Conversations

Hi [Name], I noticed you oversee tech initiatives at [School]. We recently helped [Similar Institution] cut LMS costs by 30%. If you’re open, I’d love to share insights. Would next Tuesday work for a quick chat?

Follow-Up Formula

  1. First Message: Keep it under three sentences.
  2. Follow-Up in 3-5 Days: Add value (e.g., “Saw this case study—thought it might be relevant!”).
  3. Final Nudge: “Totally understand if now’s not the right time—happy to reconnect in the future!”

Step 7: Track, Optimize, Repeat

What gets measured, gets managed. Keep an eye on:

  • Connection Acceptance Rates: Are your invites being accepted?
  • InMail Response Rates: If below 10%, tweak your approach.
  • Engagement Metrics: Which posts are driving conversations?
  • Lead Conversions: Are LinkedIn leads turning into sales?

Final Thoughts: Dominate LinkedIn, Dominate EdTech Sales

The education sector is notoriously slow-moving, but LinkedIn gives you direct access to the decision-makers who can move the needle for your EdTech business.

Your action plan:

  1. Target decision-makers with sniper precision.
  2. Optimize your profile & company page.
  3. Become a thought leader in key LinkedIn groups.
  4. Create content that speaks to educators’ biggest challenges.
  5. Use LinkedIn ads for high-impact visibility.
  6. Master outreach that actually gets replies.
  7. Track, refine, and scale your LinkedIn strategy.

Implement these steps, and you’ll build authority, forge valuable relationships, and—most importantly—close more deals in the EdTech space.

Go execute. 🚀

Tony Zayas, Author

Written by: Tony Zayas, Chief Revenue Officer

In my role as Chief Revenue Officer at Insivia, I am at the forefront of driving transformation and results for SaaS and technology companies. I lead strategic marketing and business development initiatives, helping businesses overcome plateaus and achieve significant growth. My journey has led me to collaborate with leading businesses and apply my knowledge to revolutionize industries.