Today, information is at everyone’s fingertips. Schools can no longer afford to rely solely on word-of-mouth recommendations or printed brochures. Digital marketing allows schools to reach a broader audience, engage with prospective parents, and stand out in a competitive landscape.
So, what is digital marketing and how does it apply to schools? Simply put, it’s the use of digital platforms, such as social media, search engines, email, and websites to promote your school. Beyond that, it’s about building connections, visibility, and a credible image of your school in the digital space.
What is Digital Marketing?
Digital marketing is a broad term that encompasses all marketing efforts that use an electronic device or the internet. It includes a wide range of marketing activities such as search engine optimization, social media marketing, email marketing, and more. In the context of schools, digital marketing refers to the use of these online platforms and techniques to promote educational institutions, engage with students and parents, and build a school’s brand presence online.
Why is Digital Marketing Important for Schools?
In today’s digitally driven world, having a strong online presence is crucial for schools. It’s not just about being visible; it’s about actively engaging with your community and prospective families. Digital marketing offers a unique opportunity for schools to reach out to their audience where they are most active – online. From showcasing school achievements to communicating important updates, digital marketing is an essential tool in a school’s communication arsenal.
Benefits of Digital Marketing for Schools
- Wider Reach: Online marketing platforms allow schools to reach a larger audience more effectively than traditional marketing methods.
- Cost-Effective: Compared to traditional advertising, digital marketing often offers more cost-effective solutions with measurable results.
- Engagement: With interactive content and timely updates, schools can engage with their audience consistently and build trust.
- Data-Driven Insights: Get insights from data and understand your audience better, so you can refine your marketing strategies accordingly.
Establishing a School Brand Style Guide
It can be tempting to rush into digital marketing strategies when you’re eager to boost student enrollment. However, we highly recommend establishing a brand style guide before you start designing your content. It ensures consistency across all digital platforms, from your school’s website to its social media channels, emails, and online advertisements. This consistency is key to building a strong, recognizable brand identity.
Benefits of a School Brand Style Guide
- Consistency: A school’s brand style guide ensures consistency in messaging and aesthetics across various digital platforms. This consistency is key to building brand recognition and trust.
- Reflecting School Values: The style guide should reflect your school’s values, ensuring that all marketing materials align with your identity.
- Professionalism: A well-defined brand style guide elevates the professionalism of your school’s digital presence.
Interested in a brand style guide for your school? Contact us today to get started on the path the consistently professional content!
School Website Optimization
What is School Website Optimization?
School website optimization is the process of refining your school’s website to improve its performance, usability, and ability to attract and engage users. This involves a variety of strategies, from improving page loading times and mobile responsiveness to ensuring content is relevant, accessible, and SEO-friendly. The goal is to create a website that not only looks good but also functions well, making it easy to use.
The Benefits of School Website Optimization
- User Experience: A fast, responsive, and easy-to-navigate website meets users’ expectations, reducing bounce rates and encouraging longer visits.
- Visibility: SEO practices increase your website’s ranking in search engine results, driving more organic traffic to your site.
- Engagement: An optimized website provides relevant, accessible content that your audience wants to engage with.
- Credibility: Well-functioning websites build trust with prospective students and parents, showcasing your school as a credible education option.
- Enrollment Rates: By making information easily accessible, websites can directly contribute to an increase in school enrollment.
Optimizing your school’s website is about about creating an effective digital platform that supports your marketing goals, engages your audience, and enhances your school’s online presence. A thoughtfully optimized website acts as a powerful tool in your school’s digital marketing strategy.
On-Page SEO Elements
On-page SEO is the optimization of individual web pages to improve their search engine rankings and attract more relevant traffic. It involves crafting content that is engaging and structured in a way that search engines can readily understand, crucial for schools looking to boost their online visibility and draw in more prospective students.
Hubspot divides the following on-page SEO elements into three categories: content elements, HTML elements, and site architecture elements.
- Keyword Research
- Visual Content
- Page Titles
- Headers
- Meta Descriptions
- Image Alt-Text
- Structured Markup
- Page URLs
- Internal Linking
- Mobile Responsiveness
- Site Speed
School Landing Pages
Landing pages are specific web pages dedicated to marketing or advertising a product, service, or event. At Mas Vale Saber, we design school landing pages to help drive traffic to open houses and highlight specific school programs.
These pages allow for the customization of content to match the interests and needs of the audience. Additionally, landing pages facilitate the analysis of visitor actions, enabling you to evaluate the effectiveness of your marketing efforts. All in all, landing pages are a powerful way to create tailored content for interested parents.
Social Media Marketing for Schools
Social media marketing involves using platforms like Facebook, Instagram, and LinkedIn to promote a brand, product, or service. For schools, it’s about leveraging these platforms to showcase their culture, achievements, and values to the community and prospective families.
Why do Schools Need a Social Media Strategy?
A high-quality social media presence is indispensable for schools. It’s where your audience spends a significant amount of time and offers an unparalleled opportunity to engage directly with students, parents, and the wider community.
The Top Benefits of Social Media Marketing for Schools
- Engagement: Direct interaction with your community boosts engagement and fosters a stronger connection.
- Visibility: Regular, compelling content increases your school’s visibility and can help attract new students.
- Community Building: Social media provides a platform for showcasing school spirit, celebrations, and accomplishments, creating a sense of belonging among current and prospective families.
- Feedback and Insights: Comments and interactions provide valuable feedback and insights into what your community values.
How to Gain Followers on Your School’s Social Media Accounts
So you’ve got your school social media accounts set up, that’s great! Your account isn’t going to reach 10K followers overnight, but if you do the following things consistently, you’re going to see growth over time!
- Create valuable content and post it consistently: as a general rule, your content should either be educational, entertaining, or emotional. Create a posting schedule to make sure you post at least 4 days a week.
- Promote your accounts in the community: use newsletters, your website, and word of mouth to encourage the community to follow, share, and like your posts. Consider using a photo or video contest to boost engagement.
- Measure and adjust: use the analytic tools provided by social media platforms to track your metrics and evaluate the effectiveness of your strategy. Adjust based on what content performs best.
Email Marketing for Schools
Email marketing is a powerful tool for schools to communicate directly with their community. It allows for personalized, targeted messaging that can inform, engage, and inspire action among recipients, from current and prospective students to alumni and donors.
The Benefits of Email Marketing for Schools
- Direct Communication: Email provides a direct line to your audience, ensuring your message is received.
- Cost-Effective: Compared to traditional marketing methods, email marketing is more affordable and offers a higher ROI.
- Measurable: With email marketing, you can track opens, clicks, and conversions to understand your campaign’s effectiveness.
- Personalization: Emails can be customized to address the recipient directly, increasing engagement and connection.
Building Your School Email List
Start by ensuring your website has easy-to-find sign-up forms. Include them on your homepage, blog, and any other high-traffic pages. Explain the value of your emails, such as offering the latest school news, event information, or exclusive updates.
Email Marketing Best Practices
- Avoid Spammy Tactics: Steer clear of all caps, excessive exclamation points, and overly salesy language.
- Conciseness: Keep your emails brief and focused on delivering value.
- Proofreading: Always check your emails for errors before sending them to maintain professionalism.
- Get Creative: Use email templates or include graphic design elements in your emails, such as graphic headers made in Canva. Make sure your email signature includes the school logo, website url, and contact information!
Facebook and Instagram Ads for Schools
Facebook and Instagram, both part of the Meta family, offer schools a robust platform for targeted advertising. Leveraging the tools of these platforms enables schools to enhance their digital marketing strategy. You can reach potential students and their families where they are most engaged (social media).
Utilizing Meta advertising allows schools to create campaigns that span both Facebook and Instagram, benefiting from the unique strengths of each platform. This unified approach not only simplifies campaign management but also maximizes reach and engagement through tailored, cross-platform strategies.
Benefits of Facebook and Instagram Ads for Schools
- Broad and Targeted Reach: Access to two of the largest social networks, with advanced targeting options to reach specific demographics, interests, and behaviors.
- Visual Storytelling: Use captivating visuals and videos across both platforms to tell your school’s story and connect emotionally with your audience.
- Cost Efficiency: Flexible budgeting options across Facebook and Instagram ensure cost-effective campaigns that can be adjusted to meet your school’s financial constraints.
- Analytics and Insights: Integrated analytics provide a comprehensive view of campaign performance, enabling data-driven decisions to optimize results.
Best Practices for Schools Using Facebook and Instagram Ads
- Refer to Your Brand Style Guide: Ensure your ads maintain consistent branding across both platforms for instant recognition.
- Platform-Specific Creatives: Tailor your creative assets to fit the unique formats and user behaviors of Facebook and Instagram.
- Engagement Focused CTA: Use clear, compelling calls-to-action that encourage engagement, such as “Apply Now,” “Visit Us,” or “Download Our Brochure.”
- Regular Testing: Conduct A/B tests on your ads to identify the most effective strategies, creatives, and messages for your audience.
Key Takeaways
Thanks for reading! The topic of digital marketing for schools is evergreen, and we are happy to answer any question you may still have. Just reach out to schedule a call with us, we love to talk school marketing!
The Most Important Takeaways From This Article:
Digital Marketing is Essential: In the digital age, schools must use online platforms like social media, search engines, email, and websites to reach wider audiences, engage with prospective families effectively, and enhance their visibility in a competitive educational landscape.
Start with a Brand Style Guide: Don’t waste valuable time trying to decide which font, colors, or photos to use in your content. Refer to your brand style guide to quickly create content that is professional, consistent, and instantly recognizable.
Website Optimization is Key: Optimizing the school’s website for better performance and usability is crucial for attracting and engaging prospective families, with benefits including improved user experience, increased visibility, and higher engagement.
Leverage Social Media: Social media marketing is vital for schools to showcase their culture and values, with platforms like Facebook and Instagram offering unique opportunities for enhanced engagement and community building.
