With the increasing demand for education, schools face tougher competition. And in contrast to a decade ago, numerous options are now available, including online and hybrid schools. This is why standing out is important. And to do this, you’ll need marketing. These days, marketing for schools is crucial for attracting students and staying relevant.
In this article, we will walk you through innovative marketing for schools, from using social media and digital tools to using chatbots and AI. We will also show you how to implement these ideas in the easiest way.
Digital Marketing positions your school for success online and is extremely crucial, considering that digital marketing has an average ROI of 122%.
Digital marketing for schools offers wider visibility than conventional marketing as it can reach way more students and parents at less cost. According to Techjury, digital ads, a paid form of digital marketing, boosts brand awareness by a staggering 80%.
As a school, you can leverage several forms of digital marketing to increase your reach and visibility, from email messaging to social media broadcasts messaging and social media advertisement, and all of these come at a low cost with a very high ROI.
Digital marketing allows everyone to choose who they want to communicate with or who they want to direct their attention to. For example, marketing mediums such as sponsored ads on Instagram and Facebook allow users to choose the demographic details of the people with whom the advertisement should be primarily shared.
This form of targeting gives businesses an edge and always produces a higher ROI as they invest in advertising that focuses on their target audience. The audience is also 80% more likely to engage with your advertisement if you use digital marketing.
Since digital marketing is online, it makes it easier to track. For example, when you post on social media asking parents to enroll their children in your school for the new semester, you can go on your social media analytics dashboard to see the analytics on the post.
You would see how many people viewed the post, the ages of those who viewed it, those who liked it, the number of people who saved and shared it, and so on. This can inform your future posts and your marketing decisions. Similarly, when you invest in paid ads, you can see your ad spend and compare it against your earnings.
Here are some digital marketing strategies you can implement to target the right audience and increase your visibility and reach.
Social media is the best place for educators to connect with their local communities and build relationships with parents in their city or neighborhood.
The best part of this is that engaging on social media is fun, and you can make it look as natural as you want. Engaging on social media will also give your school a brand voice and make parents and students see your institution as a person.
Creating content such as videos, images, and blogs is a way to build brand image while increasing your visibility in education. According to recent statistics, content marketing costs 62% less than traditional marketing and generates 3x more leads than traditional marketing.
Content marketing is one of the best forms of digital marketing because it allows you to choose the information you want to share and the form you want to share. It also allows you to appeal to human emotion with emotionally appealing content like storytelling, testimonials, and inspirational messages, which can resonate deeply with your audience and drive engagement.
Over 90% of searches for a good school will start online, but only the top 3 search results get viewed most of the time. What this means for your school is that if your website is not search engine optimized, students and parents won’t get to see you when they search for schools in their city.
SEO marketing for schools can help you rank at the top of Google search engine result pages (SERPs) for specific keywords. In addition to increasing your visibility, SEO for schools also increases your credibility, giving you a competitive edge over your competitors.
PPC advertising is the most popular form of paid advertising, and it is quite appealing because you only pay for what you spend. PPC advertising allows you to use platforms like Google Ads or social media advertising to target specific demographics.
PPC campaigns can effectively promote open days, new programs, or special events. These campaigns can help you reach a highly targeted audience and drive traffic to your website or landing page. By carefully monitoring and optimizing your PPC campaigns, you can maximize your return on investment and achieve your marketing goals effectively.
Email marketing is valuable for marketing schools, but success requires clear objectives such as increased enrollment or event promotion. You should also segment your audience based on interests and demographics for personalized content and optimize email design for engagement with visuals and clear calls to action.
An email strategy is incomplete without adequate plans to implement analytics to measure success metrics like open rates and conversions, as analyzing data allows for refinement and improved results.
Offering virtual tours of your campus and webinars about programs and admissions is highly effective for reaching international or distant students who may be unable to visit the campus in person. Virtual tours allow prospective students to explore the campus and facilities from the comfort of their homes, giving them a sense of what it would be like to study at your school.
Webinars, on the other hand, provide an opportunity to showcase your programs and admissions process in a more interactive and engaging format, allowing participants to ask questions and interact with presenters in real time.
AI and chatbots are revolutionizing everything, including marketing, and this is something you want to take advantage of. Implementing chatbots on the school’s website provides instant responses to queries from prospective students and parents, improving user experience and engagement.
Chatbots can be programmed to answer frequently asked questions, guide users through admissions, and schedule campus visits or appointments with admissions counselors. By providing timely and relevant information, chatbots can help streamline the admissions process and provide a more personalized experience for users.
Optimizing for local SEO by claiming and updating the school’s Google My Business listing can help improve visibility in local search results. A well-optimized listing provides key information like location, contact details, and reviews, making it easier for local students and parents to find and engage with your school.
Local SEO can help attract more local students and build relationships with key stakeholders in the community, ultimately leading to increased enrollment and community involvement.
Collaborating with local businesses and community organizations for cross-promotion can help increase visibility and engagement. Partnering with local businesses to offer discounts or promotions to students and parents can attract more interest in your school and encourage community involvement.
Collaborations can also provide opportunities for students to gain real-world experience through internships or job shadowing programs, enhancing their educational experience and preparing them for future careers.
Creating specific landing pages for different audiences or campaigns can help improve conversion rates. For example, having separate landing pages for undergraduate and graduate programs allows you to tailor the content to the respective audience’s interests and needs, providing a more personalized experience for visitors.
By providing relevant information and clear CTAs (call to action) on targeted landing pages, you can encourage visitors to take the desired action, whether signing up for a campus tour, requesting more information, or applying for admission.
Digital marketing for private schools and independent schools takes a different approach, as schools in this niche can afford to be unique and cater to specific audiences. Here’s how you can effectively market your private and independent school.
Private and independent schools need a standout identity in today's crowded education scene. It's not enough to be just another school; what makes your school different? This unique identity, or branding, goes beyond logos.
It's about what your school stands for, its unique approach to learning, and how it connects with the community. Maybe your school is big on arts or excels in science. This specialization not only draws families who want these specific experiences but also builds a genuine community around your school's values.
Alumni are your school's success stories walking around in the real world. A powerful alumni network can boost your school's image. They can mentor students, provide internships, or just share their good school memories with others. Keeping alumni close helps in two ways: their direct help and the network they bring along.
Inbound marketing helps you strengthen your relationship with existing enrollees, students, and their parents while acquiring new leads for admission.
Your inbound marketing strategy should start with creating good content, which is the heart of getting people interested in your school. Think blogs on education trends, stories of successful students, or videos about what makes your school unique. This not only shows off what you're good at but also draws in interested families.
You could also automate your campaign with marketing tools. For example, you can automate emails, schedule social media posts, and track how well your campaigns are doing. This helps you talk to your audience regularly and understand what works best.
You could also try out personalization and start talking directly to what families and students care about to make your message hit home. Personalized emails or virtual tours that speak to their interests make them feel valued and more interested in your school.
Want to be more creative and innovative with your marketing plans? Here are some of the best innovative marketing plans for schools:
Word-of-mouth is powerful. If your students and alumni love your school, why not reward them for spreading the word? Offer tuition discounts or cool school merch as thank-yous. Happy students and alumni are your best promoters.
Make marketing fun by adding game elements like quizzes about your school or interactive tours to keep students and parents engaged and create memorable experiences linked to your school.
Shining a light on what your students and teachers achieve is great marketing. This unique marketing plan for schools shows your commitment to excellence and the real results of your education. These success stories create a positive vibe and attract new families.
Digital marketing shines the spotlight on your school, whether it's an independent school or a private school. You also have the luxury of choosing the form of digital marketing you would love to engage in, depending on your resources and the image you want to portray.
While most schools choose social media, you should look beyond these platforms and consider building a professional and sleek website for your school. A website allows you to take advantage of other high-ROI forms of advertising, such as SEO and paid ads and also gives you a face and voice on the internet.
Browse our selection of superior online UADV services. Our services range from local SEO to paid ads, and we also build websites. You can learn more about our other services on our page or contact our support team with any questions.
Schools should invest in digital marketing to reach a wider audience, engage prospective students and parents where they spend their time online, and stay competitive in a digital age. It enhances visibility, fosters brand awareness, and facilitates effective communication with target demographics.
Social media benefits school marketing efforts by providing a platform to showcase achievements, share updates, and interact with the school community in real-time. It enables targeted advertising, fosters engagement, and helps build a positive online reputation, influencing prospective students' decisions.
SEO is crucial for school websites to improve online visibility and attract organic traffic from search engines. Optimizing website content, metadata, and structure enhances rankings, making it easier for prospective students and parents to find relevant information about the school, ultimately driving enrollment and engagement.
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