Are you curating and promoting content to increase enrollment into your school?
It might be time to consider an inbound marketing strategy!
Inbound marketing tactics like social media, blogging, SEO, website lead generation and lead nurturing are more cost-effective than traditional forms of outbound marketing. A recent study shows that inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads, at a below average cost per lead.
Here are 6 school marketing ideas to help increase enrolment:
1. Landing pages: schools with 10 to 15 landing pages on their website see a 55% increase in leads. Reason being that sending users to your homepage will significantly increase drop-off rates because they do not know where next to go once they arrive. A landing page solves that problem. Your landing page should be customised for the needs of every campaign you launch.
2. Calls-to-action: once you have your landing pages set up, you can go ahead to promote your campaigns, drive sales and capture visitor information. For this, a proportionally small part of the total page real estate, the call-to-action (CTA) plays an important role in converting site visitors to leads. CTAs are the triggers that allow your prospective parent to convert. By clicking through a CTA, your prospective parent is pulled further down your funnel — prospect to lead, and lead to enrollment.
3. Email Marketing: email allows you over time, to create a true database of contacts. All the prospects who follow through on your CTAs, and all who fill out the forms on your landing pages, will be added to your contacts database. You can then target these contacts for strategic email communication.
4. Blogging: prospective parents search online for the products or services you sell; you want to be the first listing in the search results. The best & easiest way to achieve this is by publishing a steady stream of blog posts that entertain, educate, or help prospective parents make smarter buying decisions. Build your blog readership by incorporating ebooks, whitepapers, videos and podcasts into your communication.
5. Social media: social media provides a great avenue to promote, educate and even create a market for your products. Blogs and videos in particular have become a great way of positioning a school as a thought-leader. However, social media should not be viewed as a standalone channel that is separate from other marketing tactics. Instead, view it as a ‘multiplier’ that integrates with and enhances existing marketing communication strategies.
6. Analytics: finally, your new inbound marketing strategy should involve reviewing your campaigns with analytic tools. Which campaigns were the most successful? How do you prove the value of each campaign?
Inbound marketing gives you the ability to track and store every action your visitors take and this represents a tectonic shift in the development of future marketing strategies. Rather than relying on your instinct to decide how well your ideas are working, you can now use the data from inbound marketing to analyze campaigns and gain true insight into your return in investment (ROI).
Written by Rukevwe Toka @SwoopStudios
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