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6 Smart Digital Marketing Strategies for Schools and Universities


Posted on: 07 May 2022   |   Share on :   |     |     |  

If you are thinking to use the same marketing strategies as you used pre-covid, scrap it out, because the pandemic has changed the whole outlook of marketing. Things are not going to go back to normal; instead things are changed to new-norms.

It is important for schools and universities to look ahead to the future and change their strategies accordingly and invest time, resources and budget to the following digital marketing strategies for this year and the years to come.  

  1. Redesign your website
  2. Build email drip campaigns/automated emails
  3. Improvise your Search engine strategies
  4. Create school blog in your website
  5.  Consolidate your social media pages/accounts
  6. Invest in social media ad campaigns

 

Redesign your website:

Plenty of industry researches tell us that a poorly designed website can be the Achilles heel of most brands. Redesigning your website can improve the user experience and increase traffic to generate more leads and eventually in student admissions to your schools and universities.

Here are some actual stats for you to consider to why there is a need to redesign your website

  • 79% of people who don’t find / like what they are looking for on one site will go back and search for another site.
  • 52% of users say that a bad mobile experience of the website made them less likely to engage with a company.
  • Mobile users are 5 times more likely to abandon a task if the website isn’t optimized for mobile.
  • 40% of website visitors will leave the site if it takes more than three seconds to load, and 47% of the website visitors expect your site to load in only two seconds.
  • 94% of the first impression is design-related.

To succeed in today’s market you need to be updated. And we understand that there is a need to invest time and money to get your website redesigned, so invest in redesigning if:

  • Your website is more than 4 years old
  • Your  website is responsive, but not mobile optimized
  • Your website is difficult to navigate

 

Build Email Workflow Automation:

Email workflows automation is commonly referred to as an "email drip campaigns" or "automated emails". An email drip campaign is a set of emails that are automatically sent based on the customers contact information, behavior or preferences. For example, an email workflow can be triggered by submitting a form, and also by a parent's persona.

Email workflow saves time by using automated emails and increases the email engagement. These can be used for almost every purpose.

 

Improvise your Search Engine Strategy:

There are 3 main elements in Search engine

  1. Search Engine Optimization (SEO)
  2. Pay Per Click (PPC)
  3. Reviews on online platforms

Search Engine Optimization

Search Engine Optimization is a process that is used to optimize a website's technical configuration, content relevance and link popularity so as to increase the page visibility, and to rank better in the search engines.

SEO takes time and resources, and of which of many schools and universities are short of, as it requires keyword research and its implementation across your site’s title tags, Meta description, on-page content and in most cases, creating a good blog. However, an SEO strategy is essential for your school/university to survive in the digital world.

Here are some stats of search engines, to understand the importance of SEO in the digital world.

  1. There are about 5.6 billion searches per day and approximately 2 trillion global searches per year.
  2. SEO can reduce the cost of customer acquisition on average by 87.41% compared to digital advertising.
  3.  The first five organic results on the first page alone account for 67.6% of all the clicks.
  4. According to the study by BrightEdge, the organic search drives 53.3% of all website traffics, so search engine optimization (SEO) is something you can’t afford to turn a blind eye on.

Pay per Click (PPC)

PPC (pay-per-click) is a form of paid digital/online advertising in which advertisers accrue costs when users click on their ads. Advertisers take bid on the perceived value of a click in relation to the keywords, platforms, and audience type. PPC is a powerful digital advertising tool that can help you to generate more awareness and website traffic for your school.

  1. Over 7 million advertisers invest a total of $10.01 billion into PPC ads.
  2. Brand awareness of your school can be increased by up to 80% through paid ads.
  3. Paid advertising returns 2 Dollars for every 1 Dollar spent –200% ROI rate.
  4. PPC advertising yields up to 50% more conversions compared to organic advertising.

Reviews on Online Platform

Online reviews create the first impression of your school to the visitors. If you don’t have a four-star or five-star review on your online platform, you might never even earn a click-through to your website. People read and rely on online reviews before them making the decision.

  1. 90% of consumers read online reviews before visiting a business.
  2. 84% of people trust online reviews as much as a personal recommendation.
  3. 65% of people see online search as the most trusted source of information about people and companies. That's a higher level of trust than any other source.

 

Create school blog for your website:

Blog is an online dairy which is one of the great ways to share advice, thoughts, and stories. You can create a strong content library, and improve organic performance in the search. Blog is also an important marketing strategy same as others.

While starting your school blog think of these beforehand

  • Who is going to write the content for our blog?
  • Where will the blog be posted?
  • What are the types of topics suited to write the blog?
  • About your target audience?

 

Consolidate your social media pages/accounts:

We recommend schools and universities to have only one Facebook page, single Twitter account, and one Instagram account/page.  While the paid ads can help your admission funnel gain momentum, a consolidated social media strategy can help you with all-around marketing and communications.

Consolidating your social media accounts has numerous advantages:

  • Increased traffic and engagement to your school or university’s primary pages
  • Streamlined access to all the passwords and privacy settings
  • Negligible comments to manage
  • Streamlined online reviews, and far more.

 

Invest in social media ad campaigns

If you haven’t invested in social media ads for your school yet, then now is the time. Many families spend a lot of time on social media, and this is a smart and affordable way to build awareness and eventually increase enrollment. 

Social media is a great advertising tool compared to others because:

  • The average cost-per-click is significantly lower than the search ads.
  • It is easy to diversify your reach with a variety of lists and campaigns.
  • You can experiment with variety of ad formats.
  • Create numerous ad forms.

But, it has to be done correctly. 

If you’ve already run social media ads in the past but couldn’t reach your expectation, it could have been due to an issue with your ad content, creative, choice of audience, or even the goal. For example, if you are promoting your school’s open house to the audience that has never heard of your school is going to fall flat.

If you want to invest in social media ads, here are three smart campaigns to get you started:

  •  Top-of-the-Funnel Campaign— to Build Awareness: To reach new audiences, start off by upload a list of demographic information about your current families to create a lookalike audience. The goal here is to get your school’s name in the sight of new audiences.
  •  Middle-of-the-Funnel Campaign— to Increase Conversions: Engage with the individuals who have already visited your website using a Facebook Pixel retargeting campaign. For this campaign, prompt them to enquire or apply for your school/college/university.
  •  Bottom-of-the-Funnel Campaign— to Encourage Re-Enrollment: We all do know that the job isn’t done once a family enrolls. Run social media ads to current families during the re-enrollment season with value add content such as student success stories or school or college achievements.

To conclude, digital marketing can be your ultimate smart tool to attract larger audience (i.e. of course student’s enrollment) to your schools. Get in contact with us to get relevant and significant advice from our CEO Abdul Salam and his experience in the field of subject. Our goal is to provide you with our best service, and our relentless efforts to bring you success.

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