Category: Education Marketing

How to Recruit Students Online: 10 Effective Strategies

Reading Time: 13 minutes

Now more than ever, knowing how to recruit students online is essential for success. In 2025, brochures and campus visits alone are no longer enough. A successful student recruitment plan requires a blend of innovative digital tools, personalized engagement, and a deep understanding of student behavior.

At Higher Education Marketing, we’ve spent years refining our approach to online student recruitment, and we’re excited to share ten proven strategies that can take your recruitment efforts from awareness to enrollment this year. Keep reading for a deeper understanding of the enrollment process, actionable tips on recruiting students online, and access to our student recruitment resources.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Understanding the Enrollment and Decision-Making Process

The journey from awareness to enrollment as illustrated by the enrollment funnel is complex, often involving multiple stages of research, evaluation, and emotional investment. For prospective students and their families, choosing a school is a decision that balances academic aspirations, career goals, financial considerations, and personal preferences.

Understanding this process is essential for creating a recruitment strategy that aligns with their needs and motivations.

Stage 1: Awareness

At the beginning of the journey, students and their families are typically exploring broad options. They may be influenced by online advertisements, social media content, or recommendations. During this phase, your goal as a school is to make a positive first impression and provide easily accessible, engaging content. Students are looking for reasons to consider your institution, such as program variety, campus culture, or career outcomes. For families, financial feasibility and safety often rank high as priorities.

A strong online presence is crucial here, including a well-optimized website with clear messaging, visually appealing social media accounts, and engaging videos that spark curiosity. For instance, showcasing testimonials from students with similar backgrounds or aspirations can help prospective students visualize themselves as part of your community.

Stage 2: Consideration

Once students identify potential schools, they begin in-depth research. At this stage, they often turn to your website, virtual campus tours, and program details, comparing your institution to others. Families may analyze cost, scholarship opportunities, and academic flexibility, while students might focus on extracurricular activities, study-abroad opportunities, and campus life.

To meet these needs, your content should highlight differentiators, such as unique programs, industry partnerships, or alumni success stories. Transparent communication is key—clearly outlining tuition fees, application requirements, and scholarship opportunities builds trust. Including testimonials from alumni and current students in similar fields can help students and families see the real-world value of your programs.

Stage 3: Decision

When students are ready to make their final decision, the process becomes personal. Students and families are likely reaching out for additional information, attending virtual or in-person events, and engaging with admissions counselors. They want answers to specific questions, such as “What internships are available in this program?” or “What percentage of graduates find jobs in their field within six months?”

Personalized follow-ups play a crucial role in this stage. Schools that demonstrate a genuine interest in the student’s goals and address family concerns are more likely to earn their trust. Hosting webinars with faculty and student panels can also provide authentic insights that make prospective students feel more connected to your institution.

Stage 4: Enrollment

After narrowing down their options, students proceed with the application process. For many, this stage can feel overwhelming, particularly if they’re applying to multiple schools or navigating complicated requirements. Families, on the other hand, may focus on evaluating financial aid packages and understanding the return on investment.

Streamlining the application process is critical here. Ensure that your application portal is user-friendly, deadlines are clearly communicated, and the required documents are easy to upload. Offering guidance through a dedicated admissions counselor or chatbot can alleviate stress and improve the overall experience. Schools that simplify this process often see higher application completion rates.

After submitting applications, the waiting period begins. At this stage, communication should remain active. Personalized acceptance letters, invitations to exclusive admitted-student events, or detailed guides on the next steps can keep students and their families engaged while reinforcing their decision to enroll.

Source: HEM

Need support in your school’s online student recruitment efforts? Reach out to learn more about our services!

How to Recruit Students Online

Want to explore how to recruit students online in more detail? The answer lies in combining data-driven insights, engaging content, and personalized communication to guide students through their enrollment journey as discussed above. From leveraging SEO and social media ads to creating interactive virtual tours and using chatbots for instant support, online student recruitment requires a multi-faceted approach that captures attention, builds trust, and inspires action. In the sections that follow, we’ll discuss ten proven strategies that can help you move prospective students seamlessly from awareness to enrollment. Let’s get started!

1. Start With Data-Driven Audience Insights

The foundation of any successful recruitment strategy is understanding your target audience. Relying on broad demographics is no longer enough. Why is that? Today’s students expect hyper-personalized messaging at each level of the enrollment funnel.

Tools like Google Analytics, CRM systems, and social media insights provide invaluable data on prospective students’ preferences, online behavior, and decision-making patterns. The information you glean from your detailed demographic research will help you make informed campaign decisions.

Behavioral information such as the length of each session, the devices used, bounce rates, and session attribution provides insight into how people are engaging with your site, when and why they may lose interest, and whether your site is optimized for desired actions such as filling out contact forms or subscribing to newsletters. If you’re looking to revamp your school’s online recruitment efforts, the use of data analytics tools is an excellent way to start planning.

2. Invest in Search Engine Optimization (SEO)

Visibility is key in the awareness phase, and SEO ensures your school appears where prospective students are searching. Optimizing your website and blog content for high-ranking keywords can drive organic traffic from search engines. Long-tail keywords tend to be the most effective.

Long-tail keywords are highly specific search terms that prospective students use when looking for educational opportunities. These phrases, such as “best online MBA programs for working professionals” or “affordable graphic design diploma in Vancouver,” often reflect a searcher’s intent more clearly than generic keywords.

For schools, targeting long-tail keywords can drive qualified traffic to your website by connecting with students who are already in the decision-making phase. Unlike broader keywords, long-tail terms face less competition, making ranking higher in search engine results easier.

To effectively use long-tail keywords, start with thorough keyword research. Tools like Google Keyword Planner, SEMrush, or AnswerThePublic can uncover phrases students frequently search for. Analyze internal data, such as search terms used on your site, or interview current students to understand how they found your programs.

Pay close attention to questions students ask during open houses or information sessions—these often provide insight into potential long-tail keywords. Incorporating these terms naturally into blog posts, program pages, and FAQs can help your school align with the needs of prospective students, driving meaningful engagement and boosting enrollment. Additionally, focusing on local SEO—like “business schools in New York”—can capture the attention of students looking for programs within a specific region.

Source: Google | Matthew’s Hall

Example: If you want to maximize the effects of local SEO, you need a Google My Business account like the one pictured above. Prospects looking for schools in a particular geographic location are more likely to come across your school’s profile which reveals all the information they need to get in contact with you and even visit you in person. A Google My Business account also provides an official first impression of your school

3. Leverage Social Media Ads with Predictive Targeting

How does predictive targeting work on social media? By leveraging advanced algorithms, platforms like Facebook, Instagram, and TikTok analyze user behavior and identify prospective students who are most likely to engage with your content or apply to your programs.

This approach not only increases the precision of your campaigns but also optimizes your marketing budget by focusing on high-intent audiences. Schools can use predictive targeting to showcase program-specific ads to users who have expressed interest in similar fields, ensuring a personalized and relevant experience.

For instance, promoting STEM programs to students who frequently engage with tech or science content creates a stronger connection and improves conversion rates. Predictive targeting helps schools reach the right students at the right time, making it a highly effective strategy for boosting enrollment outcomes.

4. Develop Interactive Virtual Campus Tours

While in-person visits are valuable, virtual campus tours have become indispensable for reaching international and out-of-state students. These tours should be interactive, incorporating 360-degree views of classrooms, dorms, and recreational facilities.

You can go a step further by integrating live Q&A sessions with student ambassadors or faculty during the tours. This provides a personalized touch and provides the opportunity to share valuable information and address concerns or barriers to enrollment.

Source: University of Toronto | Virtual Campus Tours

Example: The University of Toronto provides detailed, user-friendly virtual tours complete with a menu, high-quality 360-degree imagery, clear audio guidance, and valuable information about student life and available on-campus learning resources.

5. Create Engaging Video Content Across Platforms

Video content continues to dominate online engagement. For this reason, schools that prioritize video marketing see higher application rates, as videos create emotional connections with prospective students. From testimonials and alumni success stories to faculty introductions and campus events, video content humanizes your institution.

Platforms like YouTube, Instagram, TikTok, and LinkedIn offer dynamic opportunities for schools to showcase their programs, campus life, and success stories in ways that resonate deeply with their audience. Videos can humanize your institution, create a sense of community, and provide visual storytelling that goes beyond text and images.

To start, consider the wide variety of video formats available and how each can serve a specific purpose. Short, attention-grabbing reels or TikTok videos are perfect for introducing prospective students to your campus culture or highlighting unique aspects of a program. For example, a day-in-the-life video of a current student studying abroad, participating in research, or preparing for a career in their field can inspire viewers to imagine themselves in similar roles.

Longer-form content, such as YouTube campus tours, faculty interviews, or alumni success stories, allows you to dive deeper into the value of your school and its offerings. Interactive live video events are a powerful tool for real-time engagement. Hosting live Q&A sessions with admissions counselors, students, or alumni provides an authentic look at your institution and builds trust with prospective students.

Leverage platform-specific trends like TikTok’s creative, relatable content to showcase your programs and connect with current student interests. Participating in viral challenges or trending audio can make your school approachable and relevant.

Optimize video formats for each platform—vertical for Instagram Reels and TikTok, horizontal for YouTube and Facebook—and include captions for accessibility. Focus on storytelling by highlighting the journeys of students, faculty expertise, and alumni success to create compelling, relatable content.

Source: TikTok | University of Manchester

Example: Here, the University of Manchester shares authentic, student-generated content that viewers will be able to relate to. This tends to be the most effective video format for fostering community among your student body and deepening your relationships with new leads.

6. Use Chatbots for Instant Engagement

Students today expect instant answers, and chatbots provide a seamless way to meet that demand. AI-powered chatbots can handle common inquiries about admissions deadlines, program details, and financial aid, freeing up your staff for more personalized interactions.

Source: Excel Career College

Example: Here, Excel Career College provides an instant chatbot option for site visitors. The tool asks questions to categorize each interaction, determining what information and resources to share with the user. Chatbots help streamline the enrollment process, particularly at the awareness stage, by providing a convenient way for important questions to be answered.

7. Build a Strong Presence on Review Platforms

Prospective students and their families often rely on online reviews to make decisions. Platforms like Google Reviews and specialized education sites are vital in this regard. Proactively managing your online reputation by encouraging current students and alumni to leave positive reviews can enhance trust and credibility. How can you build a strong public reputation?

To start, addressing negative reviews or complaints with empathy and transparency can significantly improve public perception. Schools should respond promptly to concerns, offering solutions where possible and demonstrating a genuine commitment to student and family satisfaction. A well-handled negative review can turn into an opportunity to show your institution’s dedication to improvement and care.

In addition, fostering community connections can garner a positive reputation and good reviews across various platforms. Parents and local communities play a crucial role in shaping your reputation. Hosting events such as open houses, community service projects, or alumni panels fosters goodwill and positions your school as an integral part of the community. Engaging with parents through newsletters, personalized communication, and parent-specific resources further strengthens relationships and encourages positive word-of-mouth.

Positive reviews can also be amplified by showcasing testimonials and case studies from current students and alumni. Create detailed profiles of students who have achieved their goals through your programs and share their stories on your website, social media, and promotional materials.

8. Offer Personalized Email Campaigns

Email remains one of the most effective tools for nurturing leads and guiding them through the enrollment funnel. Unlike many other channels, email provides a direct line of communication that allows your school to build meaningful connections with your audience over time.

By crafting personalized email campaigns tailored to the unique needs and interests of prospective students, schools can significantly enhance engagement and conversion rates. For instance, including program-specific content that highlights key features, career outcomes, and testimonials from current students or alumni can help prospects visualize themselves succeeding in that program.

Additionally, timely reminders about critical application deadlines, scholarship opportunities, or upcoming events like open houses or webinars create a sense of urgency and keep prospective students actively engaged with the admissions process. When done effectively, personalized email campaigns foster trust and rapport while providing valuable, actionable information that empowers prospective students to make informed decisions about their educational journey.

9. Host Webinars on Trending Topics

Webinars are a fantastic way to showcase your expertise and connect directly with prospective students. Hosting sessions on trending topics like “Careers in Artificial Intelligence” or “How to Finance Your College Education” can position your school as a thought leader in the field. During these sessions, including live interactions with faculty, alumni, or current students makes the experience even more compelling.

Source: The Academy of Applied Pharmaceutical Sciences

Example: The Academy of Applied Pharmaceutical Sciences puts itself at the forefront of pharmaceutical education on a variety of topics that appeal to career-seekers in the field by hosting several educational events each month. Their upcoming workshops and webinars are easy to find on their website. Users can also access recorded webinars.

10. Emphasize Alumni and Career Outcomes

Finally, showcasing the success of your alumni is one of the most compelling ways to attract prospective students. Highlighting career outcomes, such as high employment rates or notable employers, demonstrates the tangible value of your programs.

Showcasing alumni success is one of the most impactful ways to attract prospective students and their families. When students see tangible evidence of career achievements—whether it’s high-profile employers, entrepreneurial ventures, or significant industry contributions—they are more likely to perceive your programs as a pathway to their own aspirations.

Alumni stories provide real-world validation of your school’s value and help prospective students envision their future success. Leverage alumni by creating a dynamic “Alumni Success Wall” on your website or use social media campaigns that highlight diverse career paths. Include those in traditional corporate roles as well as entrepreneurs, creatives, and community leaders to represent a broad spectrum of success. Video testimonials can be particularly powerful, capturing the emotions, challenges, and triumphs of alumni journeys.

Schools can also build relationships between alumni and prospective students through mentorship programs, webinars, or networking events. For instance, hosting a virtual panel featuring alumni working in fields related to your school’s programs provides insights and inspiration for prospective students.

Source: John Cabot University

Example: John Cabot University has an Alumni Ambassadors Program designed to provide mentorship to current students and provide alumni with an interconnected network of fellow graduates and faculty members. Prospects like to know that access to your school’s support and resources doesn’t end at graduation. Like JCU, consider hosting regular events, encourage alumni to share their positive experiences with your institution, and foster mentorship within your culture.

Final Thoughts: Aligning Strategy With Student Expectations

In summary, let’s explore how to write a college recruitment plan that works. Online student recruitment is about building meaningful connections with prospective students. By integrating data-driven insights, focussing on connection and personalization, providing value, and streaming the enrollment process, you can create a cohesive, impactful approach that resonates with students at every stage of their journey, from initial awareness to final enrollment.

At Higher Education Marketing, we specialize in helping schools like yours navigate the complexities of digital recruitment. Let’s work together to create campaigns that inspire, engage, and deliver results!

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Frequently Asked Questions

Question: How to recruit students online in more detail?

Answer: The answer lies in combining data-driven insights, engaging content, and personalized communication to guide students through their enrollment journey.

Question: How to write a college recruitment plan that works?

Answer: Online student recruitment is about building meaningful connections with prospective students. By integrating data-driven insights, focussing on connection and personalization, providing value, and streaming the enrollment process, you can create a cohesive, impactful approach that resonates with students at every stage of their journey, from initial awareness to final enrollment.

Source link

January 15, 2025
2025 Education Marketing Strategies for Success

Reading Time: 8 minutes

Education marketing is poised for a transformative shift in 2025. As technological innovations accelerate and global competition intensifies, schools, colleges, and universities must adopt strategies that meet the evolving expectations of prospective students.

If you’re new to educational marketing or administration, you may benefit from a working definition of the topic we’re exploring. What is education marketing? Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders.

It involves creating targeted campaigns that address the unique needs, aspirations, and challenges of prospective learners. At its core, education marketing is about building trust, showcasing value, and creating meaningful connections that align an institution’s offerings with the goals of its audience.

This blog, inspired by insights from the webinar Staying Ahead in 2025: Top Education Marketing Strategies for Success, explores the key trends and actionable strategies to help educational institutions thrive in this dynamic environment. Let’s explore!

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Great Expectations: What Prospects Are Looking for in 2025

Prospective students in 2025 demand education marketing efforts that resonate with their individual aspirations, challenges, and goals. Personalization has become a non-negotiable element of successful marketing, requiring institutions to deliver tailored messages across diverse platforms. Students value authenticity and transparency, seeking honest communication about program costs, outcomes, and career prospects.

Social proof is more influential than ever. Reviews, testimonials, and user-generated content (UGC) have become vital tools in building trust and credibility. Institutions that effectively showcase authentic student experiences on platforms like TikTok, Instagram, and YouTube can connect with audiences on a deeper level, cutting through generic promotional noise.

With over 70% of initial student engagement occurring online, a robust digital presence is critical. Schools with interactive websites, active accounts, and engaging virtual events stand out in an increasingly competitive global market. The ease of accessing information about institutions worldwide has raised the stakes, emphasizing the need for innovative and standout marketing strategies.

Source: HEM

Are you seeking strategies for a future-oriented education marketing plan? Reach out to learn about our specialized digital marketing services!

Leveraging AI for Personalization and Automation

Artificial intelligence (AI) is revolutionizing education marketing by enabling personalized and efficient communication. In 2025, institutions will be using AI-driven tools to deliver highly targeted content and streamline engagement processes.

AI-powered email marketing has proven to boost open rates and increase revenue per email by analyzing prospective student data. Dynamic segmentation, which groups students based on behaviours like website visits and social interactions, allows institutions to craft campaigns aligned with individual journeys.

Example: Putting prospects into groups based on their site usage as pictured below is the first step in dynamic segmentation. What comes next? Program your CRM system to update segments as prospects progress through the enrollment process, and finally, use automation tools (ideally integrated into your CRM program) to send follow-up messages after interactions like webinar attendances or program page visits. Amidst many competitors, you must stay fresh in the minds of your prospective students.

Source: HEM

Chatbots are emerging as indispensable tools for managing routine inquiries. Capable of handling up to 80% of these interactions, chatbots provide instant, tailored responses that improve lead-to-application conversion rates. From guiding students to specific program pages to assisting with application processes, chatbots reduce administrative strain while enhancing user experience. For international students, multi-language support ensures inclusivity and accessibility.

Example: Use Chatbots intentionally like the University of Windsor did below. Site visitors are asked with whom they would like to connect and are sent to a page where they can select the right person to meet their needs. This allows for a customized, self-directed experience.

Source: University of Windsor

Predictive analytics, another AI-driven innovation, enables institutions to anticipate prospective student needs. By analyzing past behaviors, institutions can proactively craft campaigns that address concerns and guide students toward enrollment.

By analyzing historical data such as website interactions, email engagement, and application trends, predictive analytics identifies patterns that signal a prospective student’s likelihood to take specific actions, such as submitting an application or attending an open house.

This technology allows institutions to craft highly targeted campaigns that address common concerns, deliver timely follow-ups, and provide personalized recommendations. Predictive analytics can be applied across various channels, including email marketing, chatbot interactions, and digital advertising platforms, making it a versatile tool for improving enrollment outcomes and optimizing the student journey.

Optimizing Digital Advertising Strategies

Digital advertising is an essential component of education marketing, and in 2025, precision and creativity will define success. Institutions are refining their pay-per-click (PPC) campaigns and leveraging video ads to capture attention and drive conversions.

Precision targeting through platforms like Google Ads and Meta Ads ensures relevance. Long-tail keywords and geo-specific targeting help align campaigns with user intent, making them more effective. For example, phrases like “best nursing programs in Toronto” resonate more with prospective students than generic terms such as ‘nursing programs’ or ‘nursing school’.

Video content continues to dominate as the preferred format for engagement. Authentic, short-form videos featuring user-generated content are especially effective. These videos highlight program features, campus life, and success stories, building trust and fostering emotional connections.

Engaging carousel ad formats are also gaining traction, offering a visually dynamic way to present multiple aspects of an institution in a single advertisement. By showcasing different programs, campus highlights, or student testimonials in a swipeable format, carousel ads keep prospective students engaged longer. These ads are particularly effective on platforms like Instagram and Facebook, where interactive content drives higher click-through rates and engagement.

Example: Static ad images are more likely to be skipped. Carousel ads are an attention-grabbing format that incites curiosity. Valuable, relevant, and short-form copy as pictured below works well as it keeps attention while imparting information your audience cares about.

Source: Concordia University

Remarketing strategies are proving invaluable for re-engaging prospective students. Dynamic ads tailored to past interactions, such as revisiting previously explored programs, help institutions stay top-of-mind and boost conversion rates. Platforms like TikTok provide creative opportunities to connect with younger audiences, further enhancing reach and engagement.

Navigating Changing Search Landscapes

The rise of AI-powered search engines like Google Gemini and ChatGPT is reshaping how users seek information. These tools prioritize conversational content and direct answers, requiring institutions to adapt their SEO strategies to maintain visibility.

Example: Incorporating conversational, question-based phrases as pictured below helps your site show up in search results. This is particularly relevant as AI, which favors concise answers, emerges as one of the most transformative education marketing trends. Try to add relevant, on-topic questions that your prospects are likely pondering into site content seamlessly. Then add the answer to that question. This boosts your chances of being featured in “People Also Ask” and other types of rich results.

Source: Gemini

High-quality, question-based content is essential for meeting the needs of AI-driven search engines and enhancing user experience. Institutions are optimizing FAQ pages to provide comprehensive, conversational answers to prospective students’ most common questions.

For example, detailed FAQ sections that include interactive components, such as collapsible menus or embedded videos, help address a wide range of inquiries efficiently. This approach not only supports AI-driven search tools like Google Gemini (Formerly Bard) and ChatGPT but also caters to user expectations for clear, straightforward information.

Voice search optimization further complements this strategy. With 58% of users relying on voice search daily, content must include natural, long-tail keywords that align with how people speak. For instance, crafting answers to questions like “What’s the cost of a nursing program in Toronto?” ensures visibility in voice and conversational search queries. Together, these strategies create a seamless path for students to access the information they need, whether browsing through AI-enhanced search results or engaging directly with an institution’s website.

Example: AI tools like Copilot pictured below offer user-friendly, well-structured answers to education-related questions, guiding prospective students effectively to your institution.

Source: Copilot

Local SEO remains a powerful driver of inquiries. Enhancing Google Business Profiles, incorporating location-specific keywords, and encouraging positive reviews are key strategies. Schema markup further boosts visibility by creating rich search results, such as event listings and review stars, that attract clicks and engagement.

Practical Strategies for 2025

Content remains central to education marketing success, but its format and delivery are evolving. High-quality, SEO-optimized content that directly addresses student questions is crucial. Institutions are increasingly adopting visual and interactive formats, such as infographics, videos, and quizzes, to create engaging and shareable content.

Marketing technology plays a pivotal role in streamlining operations. CRM systems and automated email tools enable institutions to automate routine communications, such as application reminders and follow-ups. This ensures timely interactions while freeing up resources for strategic initiatives.

Mautic is a cutting-edge CRM and marketing automation solution tailored specifically for the education sector. Built on the robust Mautic platform, HEM has enhanced this system to address the unique challenges and opportunities faced by educational institutions.

By enabling streamlined lead management, Mautic by HEM allows schools to segment, manage, and follow up with prospects efficiently, enhancing both cost-effectiveness and operational efficiency.

With Mautic, your school can supercharge your marketing efforts through automated email campaigns, customizable forms, and seamless workflows. The platform’s out-of-the-box custom reports provide deep insights into admissions efforts, helping schools track team productivity and the progress of leads through the enrollment funnel.

Tools for automated SMS and email follow-ups, meeting bookings, and calls empower teams to nurture leads effectively, turning prospects into enrolled students. Designed to simplify complex tasks and enhance collaboration, Mautic is the ideal solution for schools looking to elevate their student recruitment strategies.

In an era of rapid technological advancements, agility is essential. Institutions must regularly monitor campaign performance, experiment with new platforms, and stay informed about industry innovations. Being prepared to pivot strategies allows institutions to adapt to changing audience preferences and platform updates.

The Road Ahead

In summary, What will education marketing look like in 2025? In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively. When you embrace AI-driven tools, optimize digital advertising, and adapt to evolving search landscapes, your school can navigate the complexities of a highly competitive market.

As the digital-first generation redefines expectations, educational institutions have a unique opportunity to deliver value and build trust at every stage of the student journey. The strategies outlined here provide a comprehensive roadmap for success, ensuring your school sees results in 2025 and beyond.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Frequently Asked Questions

Question: What is education marketing?

Answer: Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders.

Question: What will education marketing look like in 2025?

Answer: In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively.

Source link

January 8, 2025
How to Create an Education Marketing Plan for 2025

Reading Time: 9 minutes

It’s 2025! Now is the perfect time to reevaluate your strategies and set a fresh, bold new vision for your institution’s success. This year, education marketing will continue to evolve rapidly, and staying ahead means adapting to the latest trends, technologies, and audience expectations. Keeping this in mind as you follow the 4 stages of the marketing planning process will help you boost your school’s digital marketing campaign results.

What are the 4 stages of the marketing planning process? Follow these steps: Analyze, plan, implement, and control. The advice we’re sharing today is applicable during each of these phases.

As a school marketer or administrator, you have the opportunity to refresh your education marketing plan, making it more dynamic, personalized, and impactful. This guide will walk you through actionable steps to rethink your approach and leverage the tools that will define success in 2025. Let’s get started!

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Evaluating 2024’s Performance to Shape 2025 Goals

How do you create a marketing plan for education? Any successful education marketing plan involves a data-driven evaluation of the previous year’s performance, an analysis of current digital marketing trends, and a targeted investigation into what your particular audience needs.

To start your school’s reimagined marketing plan, conduct an honest evaluation of the previous year’s performance. Begin by reviewing their analytics from 2024, identifying what strategies brought the most engagement, where the most valuable leads originated, and what channels seemed underutilized. Metrics such as lead-to-enrollment conversion rates, social media engagement trends, and website traffic sources can illuminate what strategies resonated most effectively with prospective students and parents.

To make this evaluation productive, a methodical approach should be applied. Your team can organize findings by categorizing successful campaigns, unexpected successes, and areas where they fell short. This allows you to use data to guide your decisions. This data-driven assessment will form a solid foundation for crafting strategies that are both visionary and practical in 2025.

Source: HEM

Example: Digital marketing audits such as the one we completed for one of our clients are an excellent way to reflect on last year’s performance and enter the new year with a data-informed plan. Our digital marketing audits include traffic insights, keyword rankings, and personalized suggestions for optimizing your school site. This provides a solid starting point to creating a marketing plan that drives results.

Do you need support as you create a new digital marketing plan for your school? Reach out to see how our digital marketing services can help.

Reimagine How You Engage with Prospective Students

In 2025, your audience expects you to meet them where they are. To stay relevant, you need to embrace a digital-first strategy that prioritizes engagement over promotion. Emerging technologies like augmented reality (AR) and virtual reality (VR) can bring your campus to life for prospective students, offering immersive experiences that go beyond static images or videos.

Source: University of Western University

Example: This AR campus tour, complete with 360º images, audio guidance, and detailed written descriptions of your campus as Western has done is a convenient, immersive way to share your school with prospects. Take full advantage of new technology when creating an education marketing plan. Though not as revolutionary as AR and VR, social media is another tool you should never neglect when creating a school marketing campaign.

Social media is where the most authentic connections happen, especially on platforms like TikTok and Instagram. But the key to standing out in 2025 will be authenticity. Think about how you can use short-form videos to showcase real student experiences, faculty achievements, or day-in-the-life snapshots. Consider hosting live Q&A sessions or interactive events to foster direct engagement. The more you humanize your institution, the stronger the connection you’ll create with your audience.

Leverage Artificial Intelligence for Smarter Marketing

Artificial intelligence (AI) has moved beyond being a buzzword—it’s now a vital part of successful marketing. This year, take advantage of AI to transform how you interact with prospective students. Predictive analytics, powered by AI, can help you understand student behavior and target your campaigns with unprecedented precision. You can predict the types of students most likely to enroll, what they care about, and how they prefer to engage with your school.

Chatbots are another way AI can streamline your communication. Today’s chatbots don’t just answer basic questions—they guide prospective students through complex processes like application submission or program selection. You can also use AI to personalize your outreach efforts, crafting content tailored to each prospect’s unique interests and behaviors. AI provides efficiency and more; it helps you create an experience that feels relevant and meaningful.

Make Accessibility and Inclusivity a Priority

Your prospective students come from diverse backgrounds and circumstances, and they expect your marketing to reflect that. In 2025, it’s more important than ever to create campaigns that are accessible to everyone. Take a close look at your website and digital content. Is it optimized for screen readers? Does it work seamlessly on mobile devices? These small adjustments can make a big difference in how inclusive your institution feels to prospective students.

Inclusivity also means speaking to the values your audience cares about. Highlighting diversity, equity, and inclusion initiatives on your campus can help students see themselves as part of your community. International students, in particular, will appreciate content that acknowledges their unique needs, whether it’s visa support, language resources, or cultural events. By showing that you’re committed to creating an inclusive environment, you’ll build trust and strengthen your brand.

Source: Syracuse University | Instagram

Example: Here, Syracuse University demonstrates its commitment to diversity and inclusion with a dedicated office for championing these principles. On its Instagram page dedicated to its Office of Diversity and Inclusion, Syracuse University provides updates on how it fosters acceptance and respect in meaningful, action-oriented ways.

Adapt Your SEO Strategy for the Future of Search

Search engine optimization (SEO) is evolving, and your strategy needs to keep pace. In 2025, the way people search for information is increasingly conversational. With voice search growing in popularity, you need to focus on optimizing for natural language queries. Prospective students are asking questions like, “What’s the best school for me in New York?” or “How can I study abroad in Italy?” Tailoring your content to match these queries will make it easier for them to find you.

Video SEO is also a critical area to watch. Platforms like YouTube and TikTok are now major search engines for younger audiences. By creating engaging video content and optimizing it with descriptive titles, tags, and captions, you can expand your reach significantly. Don’t forget to prioritize user experience—your website should load quickly, look great on mobile, and provide intuitive navigation.

Source: TikTok

Example: As you create your 2025 SEO strategy, don’t underestimate the importance of video SEO on platforms such as TikTok and YouTube. Your young prospects are searching for information about schools in an easy-to-digest, engaging format. This means that video platforms the perfect place for you to make your first impression on them.

Stay Ahead with Innovative Advertising Strategies

If paid advertising is part of your student recruitment strategy, now is the time to rethink how you’re using it. Interactive ads—featuring live polls, quizzes, or even augmented reality filters—can capture attention and drive engagement. Streaming platforms and connected TV are also gaining traction as advertising spaces, giving you new ways to reach prospective students and their families.

Retargeting campaigns will be even smarter in 2025, thanks to AI. Imagine delivering ads that dynamically adjust based on a prospective student’s previous interactions with your website or social media. These personalized ads feel more relevant, increasing the chances of conversion. At the same time, new privacy regulations mean you’ll need to adopt ethical, transparent practices when handling user data. Building trust with your audience will be just as important as getting their attention.

Use Data to Continuously Improve

Marketing isn’t static—it’s an ongoing process of learning and refining. This year, make data-driven decision-making the backbone of your strategy. Use your analytics tools to track key metrics like website traffic, social media engagement, and lead conversions. What’s working? What’s falling flat? By identifying education marketing trends and adjusting your approach in real time, you can ensure that your efforts are always aligned with your goals.

Predictive analytics can help you go even further by forecasting future trends and identifying areas for growth. For example, if your data shows that a specific program is generating high interest but low conversions, you can adjust your messaging to address potential concerns. The more you rely on insights, the more effective your campaigns will be.

Source: Google Analytics

Example: In 2025, analytics tools will continue to be essential for making informed decisions about your school’s digital marketing strategy. As you can see in the example above, Google Analytics provides information about traffic volume and sources, audience demographics, and user behavior for your site.

Showcase Your Brand’s Values Through Partnerships

Students in 2025 want more than just a degree—they want to join a community that aligns with their values. Highlighting your partnerships with industry leaders, alumni, and global institutions can help reinforce your school’s credibility and reach. Think about how you can collaborate with partners to launch new initiatives, co-host events, or create content that appeals to your target audience.

For international students, partnerships with schools abroad or study-abroad programs can be particularly compelling. Promoting these opportunities shows that you’re forward-thinking and globally minded, which can resonate with students looking for diverse and enriching experiences.

Source: Instagram | Ivy Campus USA

Example: Partnerships are a highly effective way to demonstrate your institution’s commitment to continuous academic enrichment for students. Here, Ivy Campus USA announces a partnership with Artal International Preparatory School that offers young students unique skills. Try forging partnerships that can provide valuable and unique learning opportunities for your prospects.

Anticipate What Students Will Want in 2025

The next generation of students expects your institution to care about issues that affect them directly such as mental health, career development, and sustainability. Incorporating these priorities into your marketing campaigns can help you stand out. Highlight your mental health resources, career placement rates, and green initiatives. Transparency is key—students and their families want clear, honest information about tuition costs, scholarships, and program outcomes.

By anticipating their needs and addressing them upfront, you can create a marketing plan that not only attracts attention but builds trust.

Create a Seamless Multi-Channel Experience

Your audience moves seamlessly between platforms, and they expect your marketing to do the same. Whether someone is exploring your website, scrolling through Instagram, or attending a virtual open house, they should encounter consistent messaging and visuals that reinforce your brand. In 2025, it’s critical to ensure that all your channels work together to provide a unified experience.

Real-time engagement will also be a game-changer. Live events—like virtual Q&A sessions or webinars—offer opportunities to connect directly with prospective students and answer their questions. By creating these interactive moments, you can leave a lasting impression and strengthen their connection to your school.

By embracing new technologies, prioritizing inclusivity, and building campaigns that reflect the values of modern students, you can create a strategy that resonates deeply and drives real results. The new year is your opportunity to reimagine what’s possible, and with the right approach, you’ll not only meet your goals but exceed them.

We’re here to help!

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

FAQ

What are the 4 stages of the marketing planning process?

Follow these steps: Analyze, plan, implement, and control.

How do you create a marketing plan for education?

Any successful education marketing plan involves a data-driven evaluation of the previous year’s performance, an analysis of current digital marketing trends, and a targeted investigation into what your particular audience needs.

Source link

December 31, 2024
CRM and SIS Solutions for Schools

Reading Time: 8 minutes

As a school striving to broaden its reach, you likely already understand the importance of personalized communication to attract and retain students. That may sound like a lot of work because, without the right tools, it certainly can be. Fortunately, our team, with over fifteen years of experience working closely with educational institutions, has developed specialized solutions that address key challenges faced by schools looking to streamline their processes and boost enrollment.

HEM’s custom-built solutions—Mautic by HEM, a powerful Customer Relationship Management (CRM) and marketing automation system, and HEM’s Student Portal, an all-in-one Student Information System (SIS)—offer the tools you need to manage your admissions and student engagement efforts seamlessly. Let’s explore how you can give yourself the gift of efficiency this holiday season with these systems!

Simplify student management and boost recruitment efficiency!

Transform your student portal experience. Get a FREE HEM-SP demo today.

Understanding CRMs and How They Benefit Your Institution

What is a CRM and how can it benefit educational institutions? A CRM, or Customer Relationship Management system, is a platform that helps organizations manage and analyze customer interactions and data throughout the customer lifecycle.

For educational institutions, a CRM is essential in managing prospective student relationships, tracking their progress through the admissions funnel, and keeping detailed records of interactions. At its core, a CRM enables schools to create personalized experiences for prospective students, allowing them to engage in meaningful ways at every stage of their journey.

Mautic by HEM, our tailored CRM for educational institutions leverages the open-source marketing automation platform Mautic to deliver a seamless experience designed specifically for the education sector. With features like lead segmentation, automated workflows, custom reporting, and multichannel marketing, Mautic by HEM empowers schools to enhance their lead management and marketing efficiency.

By segmenting contacts based on their stage in the admissions process, program of interest, or geographical location, your institution can ensure that each prospect receives targeted messages that are more likely to result in conversions.

Reach out to us for a demo to see how Mautic can boost efficiency for your school’s marketing campaign!

Mautic by HEM: Supercharge Your Lead Management and Marketing

Mautic by HEM goes beyond a standard CRM, combining powerful customer relationship management with advanced marketing automation to help you maximize your student recruitment efforts.

Mautic makes it easy to manage a large number of prospective students by allowing you to segment, organize, and follow up with prospects efficiently. By automating workflows and assigning follow-up tasks, your team can manage their workload better, ensuring that each prospect receives timely attention.

Source: Mautic | HEM

Example: Do you see how centralizing prospect information helps you track the effectiveness of your campaigns and determine the next step in the enrollment funnel? Here, prospects are categorized by their current stage in the enrollment process, their program of interest, the channel through which they first interacted with your institution, and what sort of contact they are. That’s all the information you need to craft an appropriate and compelling follow-up message tailored to each unique responsibility. Mautic helps you with that part too!

In addition, Mautic by HEM’s marketing automation tools enable you to scale up your email marketing, create dynamic landing pages, design forms, and automate workflows. This allows your institution to maintain a high level of personalized engagement with prospects across multiple channels, thereby improving your reach and effectiveness in digital recruitment.

The solution’s custom reporting features also give you detailed insights into your admissions pipeline. With Mautic by HEM, you can monitor productivity, track lead progress, and evaluate channel performance, which will help you refine your approach and allocate resources to high-impact activities.

Ensuring timely follow-up is essential for converting leads to students, and Mautic by HEM enables automated SMS and email follow-ups, allowing you to communicate with leads through their preferred channels. Whether it’s sending reminders, booking meetings, or making calls, Mautic by HEM has the tools your team needs to maintain a consistent communication flow.

Source: Mautic | HEM

Example: Viewing the contact history for each prospect lets you know how they prefer to communicate. In addition to other vital data such as name and contact information, you can craft a highly personalized message such as the SMS pictured above.

Finally, Mautic by HEM also helps your team manage their daily tasks and workload. With integrated calendars, workflow assignments, and productivity tracking, your staff can stay organized and focused on what matters most—building relationships and driving enrollments.

Why You Need an SIS for Your School

Now, what is a Student Information System (SIS)? Student Information System software is designed to manage student data from application through graduation. An SIS handles everything from enrollment and class scheduling to academic records and financial management. This centralized database makes it easy for staff to track student progress and streamline administrative tasks.

HEM’s Student Portal integrates CRM and SIS functionalities to provide an all-in-one admissions and student management platform. Tailored to meet the demands of educational institutions, the portal includes tools for application management, payment processing, and student record tracking. This integrated solution enables institutions to centralize and simplify operations, allowing your staff to focus on building meaningful relationships with prospective and current students.

HEM’s Student Portal: Revolutionizing Student Management

HEM’s Student Portal takes SIS integration to a new level, offering an all-encompassing admissions and student management system designed specifically for educational institutions. The Student Portal simplifies the application process, offering a virtual admissions assistant that guides students from start to finish. Students can inquire, apply, pay, and even enroll through an easy-to-use interface.

Source: Student Portal | HEM

Example: A customized Student Portal will guide students through your application process from initial form submission to payment in a user-friendly format as pictured above.

Customizable forms and a centralized management system make it easy for your staff to track applications, ensuring nothing falls through the cracks. Additionally, the portal seamlessly integrates with Mautic by HEM, allowing you to manage marketing and admissions in one place. By streamlining communication and automating workflows, this system supports your institution’s goals for efficiency and high-quality engagement with prospective students.

The Student Portal allows for comprehensive data management, tracking all aspects of student data from initial inquiry to graduation. With detailed records and customizable reports, your team can monitor application status, manage payment processing, and keep detailed academic records, providing staff with a complete view of each student’s journey.

Source: Student Portal | HEM

Example: Here, you can see our centralized application management system. See all incoming applications and determine which applications were started and not completed. In addition, the Student Portal platform allows you to track prospects based on name, program, whether they’ve been sent an invoice, and whether that invoice has been paid. This information is valuable as it clarifies the next step for each contact.

Furthermore, the portal’s quote builder tool allows prospective students to calculate program costs, offering them a transparent view of financial requirements. This provides clarity and builds trust, making it easier for students and their families to plan for the financial aspects of their education.

Designed to improve efficiency across all departments, the Student Portal facilitates better collaboration by centralizing data and providing tools for managing projects and tracking progress. This comprehensive approach allows staff to work towards strategic institutional goals, fostering a collaborative environment that drives both student success and institutional growth.

Experience the HEM Advantage: Efficiency

Mautic by HEM and the HEM Student Portal offer transformative CRM and SIS solutions that empower educational institutions to work smarter, not harder. By combining lead management, marketing automation, admissions tracking, and student data management, HEM’s tools create a cohesive system designed to meet the unique needs of schools. That’s what we accomplished for Micheal Vincent Academy.

Founded by Tally B. Hajek, a multi-talented recording artist and makeup artist, and her husband Michael Vincent, a renowned celebrity photographer, MVA teaches around 350 students annually. Each student gains expert instruction and builds a professional portfolio, launching them toward successful careers in beauty and media.

MVA sought an organized, streamlined solution to manage its student recruitment efforts, and they found the answer in Mautic by HEM. This customized CRM software, specifically tailored for educational institutions, allows MVA to efficiently automate its marketing efforts and seamlessly follow up with prospective students.

Transformative Results for a Thriving Institution

With Mautic, MVA’s team can now easily track and manage leads. The CRM’s powerful reporting tools give the academy a clear view of each lead’s journey through the admissions process. Staff can track the progress of every prospective student, monitor recruitment team activities, and measure productivity—all crucial for a private institution focused on cost-effective outreach. Furthermore, the lead-scoring feature in Mautic enables the recruitment team to identify and prioritize high-value leads, allowing MVA to concentrate on students who are genuinely interested and likely to succeed within the academy’s creative programs.

As Tally Hajek highlights, the organizational capabilities of Mautic are essential to building meaningful connections with prospective students. “We value connections with prospective students, but connections cannot happen without organization,” she explains. The system enables her team to foster relationships with students who are both committed and well-suited to the academy’s professional and artistic environment.

Moreover, HEM’s attentive and supportive customer service has made the partnership especially rewarding. “We love working with the HEM team,” says Hajek. “We feel like they really understand us and want us to succeed.” With HEM’s customized solutions, MVA has significantly increased staff efficiency in student recruitment, giving their team the tools to excel in a competitive educational market and helping the academy continue to thrive as a leader in beauty and media education.

Imagine a system that handles every step of the student journey—engaging prospective students, nurturing leads, simplifying applications, and supporting students through their academic journey—all from a single platform. HEM is dedicated to providing solutions that help you enhance recruitment, boost enrollment, and offer the seamless digital experience that students expect.

To see how Mautic and the HEM Student Portal can transform your institution, request a demo today and discover the possibilities of giving yourself the gift of efficiency.

Give Yourself the Gift of Efficiency

This holiday season, give your institution the ultimate gift: the power to work smarter, not harder. HEM’s custom-built solutions, including Mautic CRM and the HEM Student Portal, are designed to streamline your operations and boost your team’s effectiveness.

From managing prospective student leads to enhancing engagement and improving communication, these tools empower your staff to focus on what truly matters—building connections and driving success.

Simplify student management and boost recruitment efficiency!

Transform your student portal experience. Get a FREE HEM-SP demo today.

FAQ

Question: What is a CRM and how can it benefit educational institutions?

Answer: A CRM, or Customer Relationship Management system, is a platform that helps organizations manage and analyze customer interactions and data throughout the customer lifecycle.

Question: What is a Student Information System (SIS)?

Answer: Student Information System software is designed to manage student data from application through graduation.

Source link

December 25, 2024
How to Enhance Local SEO for K-12 School Websites

Reading Time: 8 minutes

Search engine optimization (SEO) is essential for improving your school’s online visibility, ensuring that when local families search for educational options, your school is among the first they see. SEO helps your website rank higher in search engine results, making prospective parents more likely to find you before other schools in your area. SEO gives your school a competitive edge in reaching families who are actively seeking information on local educational options.

Knowing the value of SEO, most people ask how to do SEO for a school? To begin implementing SEO, schools can focus on three primary areas: On-page SEO, technical SEO, and Local SEO. In this blog, we’re focussing on local SEO.

An optimized online presence is crucial for K-12 schools to attract and engage prospective families within their local communities. By focusing on Local SEO, schools can increase their visibility in search engine results, connect with families nearby, and build trust as a leading choice for local education. With our 15 years of experience driving results for schools like yours, we know the unique challenges K-12 schools face in reaching prospective parents and students. This guide will walk you through the essential strategies to enhance your school’s local SEO, even if you’re new to search engine optimization.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Understanding Local SEO for K-12 School Websites and Why It Matters

Local SEO optimizes your school’s website and online presence to rank higher in local search results. This optimization specifically targets potential families searching for schools in your area, making it an essential component for K-12 schools looking to expand their visibility.

When someone searches “best private school near me” or “elementary school in [City],” the results that appear are influenced by local SEO practices. Google and other search engines analyze local relevance factors such as your school’s address, the presence of local keywords, online reviews, and overall domain authority to decide which websites to show at the top. Mastering local SEO for K-12 school websites can make a difference in being found online by families in your community.

Are you trying to implement effective digital advertising for parents of students? Reach out to learn more about our digital marketing services.

Claiming and Optimizing Your Google My Business Profile

What is the most effective strategy for local SEO? One of the most powerful steps you can take when marketing to K-12 students’ families in your area is to claim and optimize your Google My Business (GMB) profile. This profile is essential for local SEO because it provides search engines and families with critical information about your school, such as its location, contact information, and operating hours.

Begin by verifying your school’s GMB profile. When editing the profile, ensure all details are accurate, including the school’s name, address, phone number, website URL, and a brief description of the school’s values and offerings. Google also allows you to add photos, which can be a fantastic way to showcase your school’s facilities, activities, and unique educational experiences. Families browsing through profiles will be drawn to authentic visuals, which can help them feel connected to your school before they even step foot on campus.

Adding relevant categories (e.g., “Elementary School” or “Private School”) and attributes to your GMB profile increases your chances of appearing in local searches specific to your school type. Regularly update your GMB profile with fresh photos, events, and posts, as Google favors active profiles, enhancing your school’s local SEO ranking.

Example: This is how Google presents your institution to searchers when you create and optimize your Google My Business account. Your GMB profile provides critical information about your institution in an easy-to-consume layout.

Source: Randolph-Macon Academy | Google

Optimizing Your Website for Location-Based Keywords

Your website’s content should reflect keywords families might use when searching for schools in your area. Instead of generic phrases like “top K-12 school,” incorporate keywords that feature your location, such as “top K-12 school in [City]” or “private high school in [Suburb].” These location-based keywords help search engines understand that your school serves families in a specific area, increasing your chances of appearing in relevant searches.

Consider adding a dedicated “Location” or “About Our Community” page that details your school’s surrounding area, landmarks, or neighborhoods. This page could highlight the community values and amenities available, reinforcing that your school is embedded within the local community. Mentioning nearby cities, neighborhoods, or districts can also strengthen your local SEO, especially for families who want their children to be educated within specific geographic boundaries.

Each page of your website should also include the school’s full name, address, and phone number (often referred to as NAP – Name, Address, Phone Number) in a consistent format. Placing your NAP details in the footer ensures they appear across the entire site, building user trust and Google’s confidence in your school’s legitimacy and location.

Example: WillowWood School’s metadata uses the title WillowWood School | K-12 Private School | Toronto. In your metadata, include your school’s city to rank for location-based searches.

Source: WillowWood School

Creating High-Quality, Locally Relevant Content

Content marketing is an excellent way to boost your school’s visibility in search results. Develop blog posts, articles, and resource pages that speak to local concerns, events, and topics families in your area care about. Writing blog posts on subjects like “Why Choose a Private School in [City]” or “The Benefits of Small Class Sizes in [Neighborhood] Schools” can help attract local searches and establish your school as a knowledgeable voice within the community.

Another powerful content idea is to publish posts about school events, open houses, and seasonal programs like summer camps. These posts can generate interest from families looking for activities within your area, leading to higher engagement on social media platforms.

Local content can also come as testimonials and success stories from parents and students within the community. Encourage current families to share their experiences and post their stories on your blog or testimonials page. Positive testimonials boost your school’s reputation, and add keywords and phrases that resonate with other families in your area.

Example: Here, Nanjing International School shares culturally and geographically relevant content on its YouTube channel, helping it to attract prospects. When creating content, particularly visual, highlight your school’s location and discuss any advantages it offers students.

Source: Nanjing International School | YouTube

Encouraging Positive Online Reviews

Online reviews play an important role in local SEO, particularly for schools. Families considering your school will likely check online reviews to gauge what other parents and students think of your programs, culture, and overall quality. Reviews posted on Google, Yelp, Facebook, and niche educational sites help build trust and credibility while boosting your local SEO ranking.

One way to encourage reviews is by setting up an easy process for parents to leave feedback. After key events like open houses, school performances, or parent-teacher meetings, follow up with an email inviting parents to share their experience on Google or other review sites. Always respond to reviews in a timely, professional manner, whether positive or negative. This responsiveness shows that your school values feedback and is engaged with its community, which search engines recognize positively.

Example: Western Heights Montessori School’s website displays several positive reviews. These personal and specific reviews highlight the school’s unique selling points. When encouraging parents to write reviews, try to prompt them toward a similar result.

Source: Western Heights Montessori

Building Citations and Directory Listings

Citations, or mentions of your school’s name, address, and phone number on other websites, are a key component of local SEO. Citations help search engines confirm your school’s existence and location, ultimately building your website’s authority. Common places for citations include online school directories, community websites, and local educational resources.

Research reputable, relevant directories specific to education or your geographic area, and ensure your school’s information is listed accurately. Local chambers of commerce, community pages, and educational sites often provide directory listings or profiles where your school can be featured. Each additional citation strengthens your local SEO, contributing to a greater chance of appearing in local search results.

Example: This is GLCT’s listing on the International School Database. By appearing on directories like this, you’re expanding your online presence, making it easier for prospects to find your school.

Source: Great Lakes College of Toronto | International School Database

Building Local Backlinks

Backlinks, or links from other websites to your school’s website, are essential for establishing credibility in SEO. Local backlinks are even more valuable, as they signal to Google that your school is an authority in the community. Consider contacting local organizations, libraries, businesses, or news outlets that could mention or link to your school.

For example, if your school partners with local businesses for community events, ask them to link to your website in their event descriptions. Participating in community service projects or sponsoring local events can provide backlink opportunities. Press releases about notable achievements or events at your school, published on local news sites, can generate valuable backlinks.

Implementing Schema Markup

Schema markup is a form of structured data that helps search engines understand specific information on your website. For K-12 schools, schema can highlight important details such as your school’s name, location, contact information, and even specific features like tuition or grade levels offered.

Adding schema markup helps Google better understand the context of your website, often leading to enhanced search result displays with additional information like ratings, contact details, or event dates. Schools that use schema have a competitive advantage in local search results, as this markup can make your listing stand out.

For example, implementing schema to highlight upcoming events, open house dates, or application deadlines allows families searching for local school options to identify important details quickly. Schema markup may require technical assistance, but it’s worth considering to boost your local SEO efforts further.

Tracking and Adjusting Your Local SEO Strategy

After implementing these local SEO practices, tracking your progress is essential. Use Google Analytics and Google Search Console to monitor key metrics such as organic search traffic, click-through rates, and the keywords driving traffic to your site. These insights can help you understand which strategies are working and where adjustments are needed.

Regularly updating and refreshing your website’s content, profile listings, and SEO practices is vital to staying competitive. Local SEO is an ongoing process, and search engine algorithms frequently change, so periodically revisiting and refining your strategy can ensure your school continues to attract and engage the local community effectively.

Implementing local SEO for your K-12 school’s website may initially seem complex, but by focusing on the essential practices we’ve discussed today, you’ll soon see its value. By investing in local SEO, you’re building a more robust digital foundation and positioning your school as a valuable resource in your community.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

FAQs

How to do SEO for a school?

To begin implementing SEO, schools can focus on three primary areas: On-page SEO, technical SEO, and Local SEO. In this blog, we’re focussing on local SEO.

What is the most effective strategy for local SEO?

One of the most powerful steps you can take when marketing to K-12 students’ families in your area is to claim and optimize your Google My Business (GMB) profile.

Source link

December 11, 2024
WeChat vs. WhatsApp Advertising For Your School Audience
Reading Time: 11 minutes

For school administrators and marketers, the decision to integrate new communication tools is often met with the challenge of identifying which platform can better serve their specific needs. Regarding messaging apps, WeChat and WhatsApp are two powerful contenders that have proven effective for educational marketing, but which one is right for your school audience?

Both platforms offer distinct advantages, and understanding the nuances of each can help you decide which will deliver the most impact in your communication and marketing strategy. Let’s explore the key differences between WeChat vs. WhatsApp marketing, how each platform works, and which is best suited for various school audiences.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Understanding WeChat

WeChat is widely known for its dominance in China. Why do people use WeChat? WeChat is an all-in-one app that combines messaging, social media, payments, and mini-programs. It makes daily tasks—from chatting with friends to shopping, paying bills, and even scheduling appointments—easily accessible in one place. It’s the go-to platform for seamless communication and convenient, integrated services for users in China and the broader Chinese-speaking community.

WeChat has become a critical hub for creating a complete digital ecosystem for schools looking to recruit international students from China or engage with Chinese-speaking communities. It can be thought of as Facebook, WhatsApp, PayPal, and LinkedIn all rolled into one.

Reach out to us for customized, enrollment-boosting digital marketing services.

WeChat’s Audience and Features

WeChat has a massive user base, with about 1.3 billion active users, most of whom are in China and other parts of Asia. If your school targets international students from China or aims to increase engagement with Chinese-speaking parents and alumni, WeChat offers an unparalleled platform to achieve this. With its unique ability to facilitate multi-channel communication, schools can create official accounts, push content, and even handle application processing directly through the app.

WeChat’s “Mini Programs” allow schools to build customized features like event registration systems, virtual tours, and interactive alumni networks. This level of customization allows schools to create tailored experiences for their Chinese audience that go far beyond what other platforms offer.

Another significant feature of WeChat is WeChat Pay, allowing students and parents to seamlessly handle tuition fees, donations, and event payments. For Chinese families, integrating WeChat Pay within the platform removes any friction in making payments, which can be a major selling point in their decision-making process.

In terms of content, WeChat Articles are a powerful tool for pushing long-form content directly to followers, keeping them updated on the latest news from your school. Whether it’s a blog about your curriculum or updates on on-campus events, WeChat Articles allow you to connect with your audience through in-app content distribution, creating an easy flow between information sharing and engagement.

Source: HEM

Marketing Opportunities on WeChat

For schools interested in targeted advertising, WeChat offers some incredibly detailed advertising opportunities. With WeChat Moments Ads, you can reach specific demographics and showcase your school’s brand through native-style ads that appear in a user’s feed, similar to Facebook’s sponsored posts. This form of advertising is especially effective for brand awareness and reaching prospective students.

WeChat also supports group marketing, where schools can create exclusive groups for prospective students or alumni. These groups can foster discussions, share news, and create a sense of community that strengthens engagement and boosts enrollment.

Source: RMIT University | WeChat

Example: WeChat Groups allow you to address up to 40 prospects at once, making them a valuable tool for sharing important news and updates, as RMIT University does here.

The significant advantage of WeChat is its complete ecosystem—it allows schools to build an end-to-end digital experience without requiring users to leave the app. Everything from content marketing to customer service and payments can happen within this one platform, making it a powerful choice for schools targeting Chinese-speaking communities.

Understanding WhatsApp: Streamlined Communication and Global Reach

While WeChat dominates in China, WhatsApp is the global king of messaging apps, with over 2 billion users worldwide. WhatsApp is particularly strong in Europe, Latin America, Africa, and Asia, offering schools a streamlined and simple way to engage with their audience across various countries. Its ease of use and widespread adoption make it a highly effective tool for schools aiming to communicate quickly and efficiently with diverse audiences.

WhatsApp’s Audience and Features

Why is WhatsApp useful in education? WhatsApp’s audience is significantly more diverse than WeChat’s, and it’s widely used across many different countries, making it ideal for schools looking to attract international students from multiple regions. WhatsApp’s primary strength is its ability to simplify direct communication between schools, students, parents, and alumni.

WhatsApp’s Business API allows schools to create official business profiles, enabling quick interactions with current and prospective students through text, voice messages, and video calls. This personal touch can be a considerable advantage, especially when engaging with younger audiences who prefer fast, mobile-friendly communication.

Unlike WeChat, WhatsApp’s functionality is more streamlined, focusing on core communication services such as text, voice, and video messaging. This makes it a great tool for schools that want to keep communication direct without the added complexity of an all-encompassing ecosystem.

WhatsApp also allows for group communication, where you can create student, faculty, or special interest groups that foster collaboration. Schools can leverage WhatsApp groups to send updates, event reminders and even provide quick support for administrative issues. It’s also widely used for parent-teacher communication, allowing teachers to quickly inform parents about their child’s progress or upcoming events.

Source: HEM

Marketing Opportunities on WhatsApp

WhatsApp may not have the comprehensive advertising ecosystem that WeChat offers, but it does excel in personalized engagement. For schools that rely heavily on maintaining personal connections with prospective students and families, WhatsApp offers a unique ability to build these relationships through its messaging features.

One highly effective approach is using WhatsApp for direct recruitment campaigns. Schools can reach out to prospective students, answer queries, and guide them through the application process all within the app. This personal touch can often be more effective than formal emails or less personal communication methods, especially when converting prospective students into enrollees.

Another significant advantage of WhatsApp is its support for status updates—a feature similar to Instagram Stories, where schools can post time-sensitive updates or content that will disappear after 24 hours. This allows schools to engage their audience with dynamic content reflecting real-time campus events or application deadlines.

WhatsApp is also owned by Meta (Facebook). For this reason, it offers seamless integration with Facebook, making it a powerful tool for educational marketers and administrators. This connection allows schools to leverage Facebook’s vast advertising network to directly reach prospective students, parents, and alumni on WhatsApp.

By integrating WhatsApp with Facebook’s ad campaigns, you can create targeted messaging that leads users straight into WhatsApp chats. This provides a convenient way for prospects to ask questions, receive guidance, and engage with admissions. This integration enhances lead generation efforts, enables personal interaction, and smooths the communication process, strengthening the overall impact of your school’s digital marketing strategy.

Additionally, WhatsApp’s integration with WhatsApp Web means that schools can easily manage communications via desktop, streamlining the process of answering student queries or sending mass updates to a group of contacts.

Source: Online School of Hotel Management | WhatsApp

Example: Here, the Online School of Hotel Management responds directly to a potential student who has reached out with a question. WhatsApp streamlines your school’s communication with students, guiding them down the admissions funnel in a personalized manner.

WeChat vs. WhatsApp: Which Platform Suits Your School?

What is the difference between WeChat and WhatsApp? In review, they serve different purposes and audiences. WeChat is a multifunctional app primarily used in China, offering a comprehensive ecosystem that includes messaging, social media, payments (WeChat Pay), and even mini-programs for custom features like event registration or virtual tours. It’s ideal for schools targeting Chinese-speaking students and parents, providing an all-in-one solution for communication and engagement.

On the other hand, WhatsApp is more streamlined, focusing on direct messaging, voice, and video calls. It has global appeal, especially in Latin America, Europe, and Africa. It’s perfect for schools that want to maintain personal, direct connections with students and families worldwide through simple, efficient communication. Choosing between WeChat and WhatsApp largely depends on your school’s audience and your communication goals. Here’s a deeper dive into how each platform aligns with specific audience types and regions.

If Your School is Targeting Chinese Students or Families

If your school focuses on recruiting students from China or engaging with Chinese alumni and parents, WeChat is, without a doubt, the best choice. WeChat’s cultural relevance within China makes it indispensable for schools looking to build long-term connections with this audience. Its ability to integrate payment systems, post long-form content, and offer an all-in-one solution for admissions, tuition, and engagement puts WeChat miles ahead regarding Chinese student recruitment.

In addition to the functional advantages, Chinese students and families will expect your school to be present on WeChat. It’s a platform that they trust and are familiar with, and being active on WeChat signals your school’s commitment to engaging with this audience in a culturally relevant way.

Source: Northampton Community College | WeChat

Example: This WeChat ad for Northampton Community College provides the institution’s Chinese name, the QR code leading to their landing page, account IDs for Weibo, Youku, and Zhihu, and a CTA. By following this structure, you can make your institution easily accessible to students and families in China.

If Your School is Targeting Global or Multicultural Audiences

WhatsApp is a far better choice for schools casting a wider net and needing to reach global audiences, particularly in regions like Latin America, Europe, Africa, and South Asia. Its universal appeal and ease of use make it ideal for communicating with students from diverse backgrounds. WhatsApp is especially useful for managing international recruitment efforts across multiple countries, as it’s a platform that students and families worldwide are likely already using.

In these regions, WhatsApp provides a more personal touch. Its focus on direct communication allows you to build meaningful connections with prospective students, making them feel valued and supported throughout the admissions process. WhatsApp is the right platform if your school prioritizes fast, personal interactions with a broader international audience.

If Your School Needs a Comprehensive Marketing Ecosystem

For schools ready to invest in a comprehensive marketing system to manage everything from social media engagement to payments, WeChat is the platform to choose. Its versatility allows schools to build custom mini-apps within the platform, offering a wholly branded experience for students and parents. WeChat’s ecosystem also allows for a more immersive marketing experience, making it an excellent choice for schools looking to create long-term engagement.

If Your School Prioritizes Simplicity and Personal Communication

On the other hand, if your school values simplicity and needs a platform that prioritizes direct, fast communication over elaborate marketing systems, WhatsApp is the better choice. It’s the platform for schools that want to keep communication simple, efficient, and highly personal. WhatsApp excels at building authentic relationships for student recruitment, parent communication, or handling alumni relations on a more personal level.

Source: WhatsApp

Source: McMaster University

Example: McMaster University shares a list of WhatsApp Channels for its students. McMaster shares casual, authentic, and personable content on its various channels, as pictured above.

Final Thoughts: Aligning Your School’s Needs with the Right Platform

Ultimately, the decision between WeChat and WhatsApp should come down to the specific needs of your school and the audience you’re trying to reach. If you focus on connecting with Chinese-speaking students and parents, WeChat provides an all-in-one marketing and communication solution that can’t be matched. However, WhatsApp is a strong contender if your school aims for global reach and personal, straightforward communication. Its simplicity, ease of use, and popularity worldwide make it a go-to platform for schools that want to maintain direct and personal connections with students, parents, and alumni across different countries.

Combining Both Platforms for Maximum Impact

It’s also worth considering that you don’t necessarily have to choose one. Many schools benefit from using both platforms to target specific audience segments. For instance, if your school is engaged in global recruitment but also targets Chinese students, you can use WhatsApp to maintain personal, direct relationships with your broader international audience while leveraging WeChat’s extensive ecosystem to cater to your Chinese audience.

Integrating WeChat and WhatsApp into your school’s communication and marketing strategy can tailor your approach to suit each audience’s preferences, delivering a more personalized and culturally relevant experience. Whether it’s the seamless payment options and immersive marketing experiences on WeChat or the personal, text-based interactions on WhatsApp, using both platforms strategically can maximize your reach and impact.

Action Steps for Implementing WeChat or WhatsApp for Your School

Once you’ve decided which platform (or platforms) fits your school’s audience, it’s time to take action. Here’s how you can get started:
1. Define Your Audience Segments: Start by identifying which segments of your audience would best respond to WeChat and which would benefit more from WhatsApp. To tailor your strategy, consider cultural preferences, regional habits, and communication styles.
2. Create Official Accounts: Whether you’re using WeChat or WhatsApp, setting up an official business account is crucial. For WeChat, this includes creating an official account to publish content, integrate payments, and offer customer service. For WhatsApp, create a business profile with key contact details and a direct line for inquiries.
3. Build Content for Engagement: On WeChat, use Mini Programs, Articles, and Moments Ads to create a holistic marketing ecosystem. For WhatsApp, focus on conversational marketing, using messaging to engage students directly and build trust through personalized communication.
4. Train Your Marketing Team: Ensure your team is well-versed in each platform’s features. WeChat’s ecosystem is more complex, so consider investing in training to maximize its potential. For WhatsApp, focus on conversational marketing strategies and direct engagement best practices.
5. Track and Optimize Performance: Both platforms provide analytics that can help you measure engagement and refine your approach. Use these insights to optimize your marketing campaigns and improve communication with your audience.
Conclusion: Choosing the Best Tool for Your School

When deciding between WeChat and WhatsApp, the key is to align the strengths of each platform with your school’s audience and communication goals. WeChat is ideal for reaching Chinese-speaking students and creating an immersive, all-in-one experience, while WhatsApp maintains direct, personal connections with a global audience.

By understanding the unique features of both platforms and strategically implementing them, your school can enhance its communication strategy, foster better relationships with students and parents, and ultimately drive more successful recruitment efforts. Whether you choose one platform or integrate both, the right tool will help you reach your school’s target audience more effectively, ensuring your message is heard loud and clear.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

FAQ

Why do people use WeChat?

WeChat is an all-in-one app that combines messaging, social media, payments, and mini-programs. It makes daily tasks—from chatting with friends to shopping, paying bills, and even scheduling appointments—easily accessible in one place. It’s the go-to platform for seamless communication and convenient, integrated services for users in China and the broader Chinese-speaking community.

Why is WhatsApp useful in education?

WhatsApp’s audience is significantly more diverse than WeChat’s, and it’s widely used across many different countries, making it ideal for schools looking to attract international students from multiple regions. WhatsApp’s primary strength is its ability to simplify direct communication between schools, students, parents, and alumni.
Source link
December 4, 2024
Multi-Channel Marketing Strategies for Schools

Reading Time: 14 minutes

The rapid growth of the internet and social media have created a thriving online space for prospective students to explore educational offerings. It has also paved the way for a vibrant market that educational institutions can explore to attract students and boost their enrollment numbers.

Yet, even as these opportunities arise, schools still have to find the best ways to reach prospective students and their families. To make the most of these opportunities and properly engage the students using these platforms, today’s schools must master Multi-Channel Marketing.

At HEM, we know all about Multi-Channel Marketing and the value it brings to schools. We have over 15 years of experience in education marketing to draw from, so we know the strategies that give the best results. In this blog post, we’ll explore the basics and essentials of multi-channel marketing in higher education.

The information contained here will help schools create and implement an effective and comprehensive multi-channel marketing strategy. This strategy will help them boost visibility, increase engagement, and ultimately drive enrollment growth.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Understanding Multi-Channel Marketing in Higher Education

What is multi-channel marketing? Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads. Each channel serves a unique purpose, allowing institutions to create engaging interactions that resonate with students.

So why is multi-channel marketing important in education marketing? Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment.

Today’s students are digital natives exposed to a lot of information from an unlimited supply of sources daily. Educational institutions must, therefore, maintain a presence across these platforms while tailoring content to their interests and needs.

Digital marketing for schools calls for a specific type of approach. This approach helps schools establish connections and strengthen their brand identity, turning initial curiosity into commitment.

The Importance of Consistency Across Channels

The importance of consistency in messaging with multi-channel marketing can not be overemphasized. When an institution provides a unified message across the board, it reinforces its identity and creates a seamless experience for students. When their messaging aligns, it builds their credibility and makes their message clear enough for the target audience who can, in turn, see the institution as genuine and reliable.

Key Channels and Their Specific Strategies for Multi-Channel Marketing for Higher Education

We start by asking – what is a multi-channel marketing strategy? It is an action plan that aims to reach and engage an audience via multiple channels. For education marketing, it is a set of plans to help schools become more visible and accepted by prospective students.

To create an effective multi-channel marketing strategy, schools should leverage the unique benefits that each platform contributes to the marketing effort. While it is important to maintain a consistent core message across these platforms, it is equally important to tailor approaches for each specific channel. Here’s how your school can achieve this across different platforms.

Social Media

Schools can use social media platforms like Instagram, Facebook, and LinkedIn to build strong connections with prospective students. They can showcase campus life and academic programs through short videos, student testimonials, and campus photos as part of efforts to show glimpses of the day-to-day experience for students. Also, they can share relatable stories and other behind-the-scenes content.

Platforms like TikTok and Instagram which focus on short-form videos can also be used to target younger audiences. Schools can explore this social media space where prospective students thrive. There, they can engage them in authentic, meaningful conversations and sell their offers to this audience.

Example: Randolph Macon College splatters social media images of students partaking in school events across their website. Clicking on any of these pictures will lead you to the social media posts from which the image was culled. These posts show what student life is like at the college.

Source: Randolph Macon College

Paid Advertising

Paid advertising, most notably via Pay-Per-Click advertising and social media ads, helps schools reach highly targeted audiences based on location, interests, and online behaviours.

While your social media ads highlight the lifestyle aspects of campus life and depict an ideal college experience, search ads should be geared toward academic programs and rankings. This makes it easier for institutions to reach the right audience at the right time. The focus here should be on creating clear, compelling calls-to-action (CTAs) like “Apply Now” or “Request Info.”

In addition, students who have previously visited the school’s site or engaged with their social media content can be targeted with “retargeting ads.” This is so the schools remain top of mind when they make a decision.

Example: This photo, culled from Instagram shows a sponsored “Week in the Life” post curated by students of Georgetown University/McDonough School of Business’s MSC in Business Analytics program. The post provides information about the university’s Online Master of Science in Business Analytics program and invites them to learn more with a boldly visible CTA.

Source: Georgetown University | School Instagram

Content Marketing

Institutions can use blogs, videos, and downloadable guides as a resource for selling their offerings to prospective students. They can post informative blog posts like “How to Choose the Right Major” or “Tips for Applying for Financial Aid” and, in the process, answer the questions that prospective students ask and help them make well-informed decisions.

Video content, shown via virtual tours, student testimonials, and even faculty introductions also provide valuable insights into what the campus environment and overall student experience look like.

Example: Here, John Cabot University allows visitors to its website to explore stories, and events, from its alumni, students, and faculty. You can learn important information from these sources from a place of trust and first-hand experience.

Source: John Cabot University

Website and SEO

A good SEO strategy for education marketing plays a key role in shaping how students find schools’ websites online. An optimized, well-designed website that contains relevant information and is easy to navigate can make a huge difference in a student’s SEO experience. By focusing on optimizing key pages that contain relevant information, these schools can steer prospective students toward the information they need.

This information may range from details on specific programs and campus events to admission requirements and tuition fees. Another important tip is to make the website mobile-friendly to cater to students who now research schools from their phones.

Video Marketing

Many schools today are increasingly switching to platforms like YouTube, Instagram Reels, and TikTok to create and showcase video content about their offerings online. Video Marketing for schools uses contents that go from ‘‘day-in-the-life” snippets of current students to tours of facilities and highlights of extracurricular activities.

This type of content bridges the gap between browsing and visiting in person by offering glimpses into the campus experience.

Email Marketing

Email Marketing offers a means for schools to deliver personalized, targeted messages directly to the inboxes of prospective students. This strategy proves particularly effective for keeping leads warm and sharing detailed information about programs, events, and application tips.

Thankfully, schools can now use automation tools to set up drip campaigns that direct students through the enrollment process. This way, they can furnish students with the right content at the right time during each stage of their decision journey.

Example: Here, The London School of Economics and Political Science delivers a personalized email to a prospective student. The email contains registration information and encourages the student to take immediate action with a clear CTA.

Source: London School of Economics

Review Platforms

Finally, review Platforms like Google Reviews or other sites that rank colleges. Positive reviews and testimonials from current students and alumni offer social proof that others have had positive experiences with the school. The reverse is also true.

As a prospective student, you’ll most likely be encouraged by and trust a school more if you come across these positive reviews on the school’s website. If you find thoughtful responses to negative feedback, you may interpret it as a commitment to growth and student satisfaction.

Mapping The Student Journey

To enjoy the benefits of Multi-Channel Marketing efforts, schools must understand the various stages of the student journey. Each phase calls for a different approach and set of strategies to engage with and make meaningful connections with students.

Source: HEM

Awareness Stage

This stage is the beginning of the student’s journey where they are exploring their options and just starting to research potential schools. Schools aim to build visibility and introduce their unique qualities to students at this stage, mostly using social media, blog content, and paid ads.

Consideration Stage

In this stage, students tend to compare their options while also seeking specific information on programs, costs, and campus life. FAQs, financial aid guides, virtual campus tours, and other content that can answer their questions provide value at this stage.

Also, schools can use emails and retargeting ads to provide extra reminders and insights, emphasizing why they may be the best choice.

Decision Stage

The decision stage is the stage where students are set to take action, from filling out applications to scheduling campus visits. At this critical juncture, clear calls to action can help speed up the enrollment process.

Schools can embed these CTAs directly in blog posts and landing pages to capture leads and increase conversions. They should also provide straightforward application instructions, important deadlines, and information on securing financial aid at this stage.

Example: ENSR, shown below, provides links to application forms, contact forms, and tuition information to students who click on the “Apply to ENSR” menu. The next page opens up to a welcome page and caters to students who may have decided to apply to the school.

Source: ENSR

Enrollment Stage

At this stage, the students have decided to attend the institution, so it is now the institution’s prerogative to maintain that connection. Schools may use such onboarding processes as welcome emails, orientation materials, and pre-arrival checklists to help students prepare for their first day on campus.

This way, the schools can ease their new students and in the process, receive commendation and long-term loyalty from the students.

Channel-Specific Strategies For Education Marketing

While schools should aim to be consistent with the core message of their marketing, there’s value in using tailored approaches for each channel they seek to engage students with. For instance, if you were promoting a university open house, you could implement a multi-channel campaign with the following strategies:

Social Media Ads: Short, engaging videos on Instagram and Facebook could showcase a vibrant campus environment and invite students to attend the open house.

Email Marketing: Personalized emails sent to prospective students at various stages of the admissions funnel could provide detailed event information and even offer one-on-one consultations.

PPC Ads

Google Ads targeting students actively searching for open houses or virtual tours could ensure the campaign reaches the right audience.

Landing Page

A dedicated landing page featuring event details and a user-friendly registration form could simplify the sign-up process and increase conversions.

With such a strategic approach, educational institutions can boost event attendance and applications, creating a more engaging and impactful marketing campaign.

Tracking and Measuring Success

Here are some of the key tools that schools can use to ensure the effectiveness of their Multi-Channel Marketing efforts.

Google Analytics: This critical tool helps in tracking website traffic, user behaviour, and conversions across various digital touchpoints. It helps schools identify the channels driving the most traffic and leads so they can adjust their strategies accordingly.

Customer Relationship Management (CRM)

Schools can use platforms like Mautic, Hubspot, or Salesforce, to track individual students interacting across multiple channels. This helps to ensure that there’s consistent follow-up on choices made by the students.

Social Media Analytics: With tools like Facebook Insights and Instagram Analytics, schools can track engagement, reach, and follower demographics to understand which content types resonate most with their audience.

For example, Facebook Insights highlights post reach, allowing schools to identify top-performing content, while Instagram Analytics provides data on story interactions and audience behaviour.

Leveraging these insights, schools can refine their social media strategies, focusing on content that maximizes visibility and engagement with prospective students.

Email Marketing Platforms: Platforms like Mailchimp and Constant Contact enable tracking of open rates, click-through rates, and conversions. They then help to offer insights into how well email campaigns are working.

PPC Campaign Trackers: Use tools like Google Ads and Facebook Ads Manager to monitor clicks, impressions, and conversions. This helps you assess the quality of traffic your paid ads are driving to your school’s websites.

How To Synergize Email, Social Media, Blog Posts, and Paid Ads for Maximum Reach and Engagement

As a school keen on reaching and engaging prospective students, you need to build a cohesive approach that unifies your social media, ads, and blog posts. Here’s how to achieve this.

Create a Unified Campaign Calendar

This is most often the first step towards aligning content across your different platforms. It helps create a connection between the channels you use, so prospective students who explore these channels can always get a clear picture at all times.

You can launch a blog post to introduce a topic, push it further with social media snippets, and proceed to send emails that buttress the message and call for action.

Example: The marketing calendar of one of HEM’s client schools, revealing clear and coordinated schedules for content, social media, email marketing, and paid advertising across several platforms.

Source: HEM

Drive Traffic from One Channel to Another

Students should be moved to visit your other platforms when they check out one of them. One trick is to add links (that lead to a blog post) to a CTA you insert somewhere in a social media post. You can also add social sharing buttons to email newsletters so people who read them can help spread your content.

Use Consistent Branding and Messaging Across Platforms

How can schools build their brand reputation? Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students. The same logos, colours, and taglines should be used across emails, social media posts, blogs, and ads. If you’re promoting an event on different platforms, use the same visuals and phrasing across the board so people can recognize them immediately.

Example: Observe how The London School of Economics and Political Science maintains consistent visuals across their email, YouTube, and website platforms.

Source: London School of Economics

Leverage Audience Segmentation

Segment your audience to deliver tailored content that students at various stages can relate to. You may send unique emails to seniors and juniors or target social ads based on location. Also, reach parents who make key decisions on issues regarding K-12 education and create content that appeals to them and their kids.

Optimize Content Based on Platform Performance

Keep tabs on your engagement across channels to refine your approach when necessary. So, if your Instagram posts highlighting student success stories perform well, you can use that type of content in emails and add to achieve similar results.

Use Automation to Simplify Cross-Platform Synergy

Schools can simplify their content and create consistent messaging across channels using automation tools. An example is the use of automated email sequences to respond to brochure downloads, which can help engage students without manual follow-ups.

Using Automation to Streamline Multi-Channel Engagement

Automation tools, when used in education marketing, can integrate platforms and personalize messaging. This then makes it easier to reach out to prospective students. Here are a few of such tools for schools to consider using:

Customer Relationship Management (CRM) Systems: Schools can use good CRM systems like HubSpot and Mautic to store student information, automate follow-ups, and score leads. This can help admission teams prioritize their student engagement strategies and avoid missing opportunities.

Email Marketing Platforms: With platforms like MailChimp and Hubspot, you can create automated emails that are set off by specific behaviours or actions online. An example is where students receive a follow-up email with more program details when they download a brochure. This helps you sustain and maximize student engagement with minimal oversight.

Social Media Scheduling Tools: Scheduling tools like Hootsuite and Buffer allow you to post across platforms in advance so you can more consistently and promptly drive engagement.

Automated Workflows: Here are several automated workflows, with examples, that schools can use.

→ Triggered Emails Based on Behaviour: These types of emails are automatically sent when a prospective student clicks a link, downloads content, or visits a specific webpage. For example, a prospective student who downloads a program brochure from your website could automatically get a follow-up email offering more details about the program and campus tours, or webinar invites. Another reminder will be sent to the student a couple of days later if they fail to click the link even after opening it.

→ Remarketing on Social Media: Here, students who have not taken action having already shown interest are re-engaged. You can use this strategy if, for instance, a student doesn’t complete an inquiry form after visiting your school’s admissions page. In this case, you can automatically display ads (for a Facebook or Instagram remarketing campaign) that remind the student of application deadlines or show student success stories.

Nurturing Long-Term Leads with Automated Drip Campaigns: Automated drip campaigns help schools follow up on students who are yet to make a decision, by using (for example) a series of pre-written emails sent at specific intervals. As an example, it can involve a school sending periodic emails with useful content, like “What Makes Our University Stand Out,” and “Tips for Completing Your Application” to students who fill out inquiry forms without immediately applying.

Automated Lead Scoring: This is an automated process that assigns a score to each prospective student based on their interactions with your marketing content. This helps to prioritize high-interest students for personal outreach. You can assign higher scores to, say, a student who downloads your school’s brochure and opens three newsletters. This then alerts the admissions team to reach out to them more intently.

Data-Driven Decision-Making with Analytics: Analytics tools like Google Analytics 4 provide insights into what’s working across your channels and allow you to refine your marketing focus. Track metrics like website traffic and conversion rates to make data-driven marketing decisions. This way, you can make informed adjustments and improve student recruitment.

Final Thoughts

As the prospects in education marketing become even more complicated, schools must master and develop the right strategies for Multi-Channel Marketing to thrive. This involves fully understanding the student journey, coordinating campaigns, leveraging diverse platforms, and making data-driven decisions, among other things discussed here.

Ultimately, the successful implementation of multi-channel marketing relies on consistency, strategic planning, and leveraging the unique strengths of each platform. Begin by understanding your audience and their journey, and use the tools at your disposal to make meaningful connections that lead to increased student enrollment. With these strategies in place, you can position your school to enhance its reach, drive engagement, and reach its enrollment goals.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

Frequently Asked Questions

Question: What is Multi-Channel Marketing?

Answer: Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads.

Question: Why is multi-channel marketing important in education marketing?

Answer: Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment.

Question: What is a multi-channel marketing strategy?

Answer: It is an action plan that aims to reach and engage an audience via multiple channels.

Question: How can schools build their brand reputation?

Answer: Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students.

Source link

November 27, 2024
Maximize Digital Advertising For Language Learning Programs

Reading Time: 10 minutes

Language learning institution’s growth is projected to increase in the coming years. From 2024 to 2030, the global language learning market is predicted to expand at a compound annual growth rate of 20%. Due to the globalization of the labor market, language learning is likely to be in high demand.

Though language learning is growing in popularity, for lasting success, your school must find effective ways to stand out among other language academies looking to boost their enrollment. Digital advertising offers a broad spectrum of tools to attract students, but knowing how to maximize the impact of these strategies is key to success. At Higher Education Marketing, we’ve spent years refining approaches that yield measurable results for schools offering language learning programs. The following strategies offer actionable steps to elevate your ads targeting language students and attract the right prospects to your programs. Let’s explore!

Want to create successful ad campaigns?

Request a Free paid advertising consultation.

Understanding the Unique Needs of Language Learners

Language learners are a distinct group with varied motivations, backgrounds, and learning goals. Some are looking to learn a language for career advancement, while others may seek language acquisition for academic, travel, or personal reasons. Advertising that speaks directly to these needs requires a keen understanding of the diverse audience you aim to reach. One of the first ways to maximize the impact of digital advertising is through careful audience segmentation. Instead of promoting the same message across all channels, consider the specific motivations that drive different groups of learners and tailor your messaging accordingly.

Segmenting audiences by factors such as age, occupation, location, and even language proficiency allows schools to create highly targeted campaigns. How does language impact advertising for schools? Simply put, it depends heavily on your organizational goals. If you’re looking to target professionals wanting to learn English for business purposes, the language in your ad copy should reflect the vocational value of your programs. On the other hand, copy-targeting students hoping to improve their French skills before an international exchange can be more casual and experience-focused. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.

Do you need help launching your language school’s latest ad campaign? Reach out to discover how we can support you.

Leveraging Social Media Platforms to Build Authentic Engagement

Social media is a powerful tool for language learning programs, offering an opportunity to create ongoing engagement with potential students. However, simply posting ads isn’t enough. The most successful social media campaigns foster a sense of community and engagement, which encourages followers to take the next step toward enrollment.

For language schools, showcasing success stories is one way to build trust. Highlighting testimonials from former students, sharing video snippets of language immersion experiences, and offering short, valuable language tips can increase authenticity. Interactive content, such as live Q&A sessions or virtual language exchange events, can draw in potential students who want to see what learning at your institution feels like before they commit.

Schools can also encourage user-generated content by asking current students to share their experiences online, providing social proof that can be far more persuasive than traditional ads. When students are shown engaging and relevant ad content on their social media feeds and in your school’s stories, they are much more likely to visit your site and perhaps even take the first step in your enrollment process.

Example: Here, a leading language school, EF Education First uses Instagram to drive their organic traffic. In their post, they share valuable language acquisition tips, providing an English reading list for their students. Try using social media to share actionable language tips with your audience. This will drive engagement, boost your follower count, and broaden your digital reach.

Source: Instagram | EF Education First

Creating Culturally Relevant Ads to Reach Global Audiences

Language learning programs often attract an international audience, which means your digital ads must resonate across cultures. One way to do this is by crafting culturally relevant ads that speak directly to the experience of international students. The language and imagery used in ads should align with the cultural values of the target audience. For example, an ad targeting language students in the Asian market might highlight the importance of family and education, while an ad aimed at Latin American students might focus on community and connectivity.

Schools should also consider creating ads in multiple languages to appeal to global audiences. You may be wondering how to go about this. For example, Can you target by language on Google Ads? Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.

Optimizing Paid Search Ads for Long-Tail Keywords

One of the most effective ways to drive qualified traffic to your website is through paid search advertising. Language schools can take advantage of this by focusing on long-tail keywords that are specific to language learning. While broad keywords like “learn English” may have high competition, phrases like “intensive French courses for business professionals in Paris” or “Spanish language classes for travelers” are more targeted and tend to attract a highly motivated audience.

Long-tail keywords may have lower search volumes, but they often result in higher conversion rates because they target users who already have a clear intent. This approach not only helps you to maximize your ad budgets but also ensures that the clicks you receive are more likely to turn into enrollments.

Source: Hutong School

Example: Here, Hutong School uses the long-tail keyword: Global Chinese language school in their metadata. This targeted keyword is designed to attract students who not only want to learn Chinese but also want to do so at a global institution that welcomes students from all over the world. Specificity in keywords ensures higher quality leads who are specifically looking for you.

Crafting Compelling Ad Copy That Speaks to Pain Points

Effective ads for language learning and education go beyond promotion and address the specific challenges that potential students face. Whether it’s the fear of not being left behind in class or the worry about balancing language learning with other responsibilities, successful ads speak directly to these concerns.

To craft compelling ad copy, start by identifying the pain points that your target audience experiences. Are they professionals concerned about fitting language classes into their busy schedules? Are they international students worried about mastering a new language before moving abroad? Once you’ve identified these challenges, your ads should provide solutions. Highlight the flexibility of your class schedules, emphasize the support systems you have in place for struggling students, or showcase how your programs help learners achieve fluency quickly.

Source: KCP International Japanese Language School

Example: Here, KCP addresses a very common pain point for language learners in their ad copy. Many fear that it’s ‘too late’ to learn a new language as the experience can be expensive and time-consuming. KCP positions itself as the solution to this barrier, ensuring its audience that as long as they meet four basic criteria, learning Japanese is within reach for them.

Using Retargeting to Capture Warm Leads

Retargeting is one of the most powerful tools in digital advertising, particularly for language schools where prospective students may need time before making an enrollment decision. Retargeting campaigns allow schools to stay top-of-mind by showing ads to users who have already visited the school’s website or engaged with its content.

Retargeting works particularly well for language learning programs because it targets individuals who are already interested in the subject but may not have been ready to commit when they first encountered the program. Your school can use this strategy to provide reminders about upcoming enrollment deadlines, promote special offers, or share new content that highlights the benefits of your courses.

For instance, if a visitor left your site after viewing the course offerings but didn’t sign up, retargeting ads can remind them of the benefits of joining your program. This approach can be particularly effective when combined with personalized messaging, such as offering tailored suggestions based on the courses they viewed.

Incorporating Video Content to Showcase Language Learning in Action

Video ads offer a dynamic and authentic way to showcase your school’s programs. HEM’s tailored video ad services help you stand out, whether promoting a specific course or building brand awareness. From high-energy hype videos to authentic student interviews, we create compelling visuals that maximize visibility and generate results. How does that affect you as a language learning institution?

Video content is a particularly effective tool for language schools, offering prospective students a glimpse into the real-life experience of learning a new language. Whether it’s a classroom setting, a student testimonial, or a tutorial on language pronunciation, videos create an emotional connection that static ads often lack.

To maximize the impact of your video content, ensure that it highlights the immersive, interactive nature of your language programs. Videos should showcase the benefits of learning in a dynamic environment where students can practice speaking in real-life scenarios. This builds excitement and helps prospective students visualize themselves succeeding in your program.

Additionally, video ads on platforms like YouTube or social media can target specific audience segments. Language schools can use these platforms to create ads tailored to different learner types, such as professionals looking to learn a language for work or students hoping to study abroad.

Source: LSI Worldwide | YouTube

Example: This promotional video presented by a school director highlights the unique selling points of their online learning system. The unique academic benefits of your programs are an excellent topic for your promotional videos – particularly when presented by a language expert within your faculty. What makes your instruction style unique?

Harnessing the Power of Influencer Marketing

Language schools can also benefit from partnering with influencers, especially those passionate about language learning or travel. Influencers offer access to a built-in audience that already trusts their recommendations. By working with influencers who align with your institution’s values, language schools can reach potential students who may not have been aware of your programs.

An effective influencer marketing campaign for a language school might include sponsored posts where the influencer shares their language learning journey, highlighting the value of enrolling in formal programs. Schools can also consider offering affiliate programs, allowing influencers to earn commissions for every student who enrolls through their recommendation.

Utilizing Data Analytics to Refine Advertising Campaigns

Data-driven decision-making is at the heart of successful digital advertising. Language schools must continually analyze their campaign’s performance to ensure they’re reaching the right audience and achieving optimal results. Tools like Google Analytics and Facebook Insights can provide valuable insights into which ads are performing well and which need to be adjusted.

For example, schools can track metrics like click-through rates, conversion rates, and the cost per lead to determine the effectiveness of their campaigns. By continuously monitoring these metrics, schools can make data-driven decisions that maximize their return on investment. Adjustments might include refining audience targeting, improving ad copy, or reallocating the budget to the platforms that yield the highest returns.

Offering Free Trials or Sample Lessons to Convert Prospects

One of the most effective ways to convince prospective students to enroll in your language learning program is by offering a free trial or sample lesson. Language learning can be an intimidating prospect, and many students may hesitate to commit without knowing what to expect. By offering a no-obligation sample lesson, schools give potential students a taste of the learning experience, which can be enough to convert them into paying students.

This strategy works particularly well in digital advertising campaigns where schools can drive traffic to a landing page offering the free trial. Ads promoting a “try before you buy” approach can alleviate apprehension about committing to a full program.

Source: WuKong Education Online | YouTube

Example: WuKong Education Online offers a trial class to attract their prospects. Trials are an excellent way to convert leads and are particularly effective for online academies.

By implementing these language learning advertising strategies, your school can significantly enhance the effectiveness of your digital advertising campaigns. At Higher Education Marketing, we believe that understanding the unique needs of language learners, leveraging innovative tools, and continuously refining your approach is key to driving enrollment and building lasting connections with students.

Want to create successful ad campaigns?

Request a Free paid advertising consultation.

Frequently Asked Questions

Question: Can you target by language on Google Ads?

Answer: Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.

Question: How does language impact advertising?

Answer: Simply put, An ad aimed at professionals wanting to learn English for business purposes should be crafted differently from one targeting students hoping to improve their French skills before an international exchange. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.

Source link

November 20, 2024
Why Your School’s Instagram Page is Not Performing Well

Reading Time: 10 minutes

Instagram has become one of the most powerful tools for schools to connect with students, parents, and alumni. It’s a platform full of potential to show off your school’s culture, achievements, and community in a highly visual and engaging way. However, your school will have to contend with a variety of challenges to stand out from the crowd.

If you’ve noticed your school’s Instagram page isn’t getting the kind of engagement or attention you were hoping for, you’re not alone. Many schools face similar difficulties when it comes to building a large and engaged Instagram following. So, what could be going wrong? Let’s take a deep dive into ten key reasons why your school’s Instagram page might not be performing well and how you can turn things around.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

1. You’re Not Posting Consistently Enough

One of the most common reasons school Instagram pages fail to gain traction is inconsistent posting. When you’re not regularly sharing content, you risk losing your follower’s attention and missing engagement opportunities. Instagram’s algorithm favors active accounts, so if your school is posting sporadically or only during major events, you may struggle to stay visible in your audience’s feed.

The solution is simple but requires commitment: consistency. You need to create a posting schedule that ensures you’re sharing content at least a few times a week. Whether it’s showcasing student achievements, classroom activities, or campus events, your followers want to feel like they’re staying connected to the life of your school. By sticking to a reliable posting routine, you’ll increase your visibility and build a habit of engagement with your audience.

Does your school’s Instagram page need a boost? Reach out to learn about our social media marketing services.

2. Your Content Isn’t Engaging Enough

Have you been wondering “Why am I not getting likes on Instagram?” If you’re posting regularly but still not seeing much interaction, one likely reason that your school’s Instagram page is not performing well is that your content isn’t resonating with your audience. Are your posts inspiring comments, shares, or likes? Is your content inviting people to participate in discussions or take action? Too often, school Instagram pages fall into the trap of simply broadcasting information instead of engaging their audience.

To fix this, you must focus on creating engaging content that encourages conversation and interaction. Ask questions in captions, run polls in your Stories, or create fun challenges in which students and parents can participate.

Make your content relatable by featuring real people—students, teachers, and alumni—sharing their stories and experiences. By fostering a two-way conversation, your Instagram page can become a hub for your school community, rather than just a bulletin board of announcements.

Example: A great way to create engaging school Instagram posts is to follow trends and borrow ideas from one of the internet’s most engaging platforms: TikTok. Particularly as a school striving to attract Gen Z prospects, it’s essential to remember that there’s likely a significant crossover between Instagram and TikTok users who may be interested in attending your school. Here, King’s University College gets it right. They use a popular TikTok trend – a spoof on Gen-Z slang, in one of their Instagram posts to engage their audience. Based on the healthy number of likes and comments, this strategy seems to be working! Give it a try.

Source: King’s University College | Instagram

3. You’re Not Leveraging Instagram Stories and Reels

Instagram Stories and Reels are powerful tools to reach your audience creatively, but many schools underuse or ignore them altogether. If your school’s Instagram strategy relies solely on standard posts, you’re missing out on the more interactive and short-form content that Instagram is known for.

Stories and Reels not only provide a fun, behind-the-scenes look at your school, but they also have the potential to reach a wider audience due to Instagram’s algorithm, which prioritizes these features.

Start incorporating Stories and Reels into your strategy by showcasing day-in-the-life experiences of students, behind-the-scenes glimpses of school events, or quick educational tips from teachers.

Stories allow for casual, in-the-moment updates, while Reels offer the opportunity to create shareable, engaging videos that highlight the vibrancy of your school community. Use these features to diversify your content and engage your audience in new ways.

Example: Here, the University of Guelph posts an incredibly moving story in observance of World Mental Health Day. This timely story also showcases the school’s supportive and tight-knit community. When planning your Instagram story content, don’t forget to forge a connection with your audience in addition to sharing timely and valuable information.

Source: University of Guelph | Instagram

4. Your Captions Are Too Formal or Generic

While it’s tempting to keep things professional on your school’s Instagram page, overly formal or generic captions can come across as dull and uninviting. If you’re getting no likes on Instagram, it’s possible that you simply need to be more interesting.

You want your audience to feel a personal connection to your content, and that’s hard to achieve if your captions sound more like press releases than conversations. If you find your captions aren’t sparking engagement, it might be because they’re lacking personality.

The key to improving your captions is to make them more relatable and conversational. Speak to your audience as if you were having a face-to-face conversation with them. Show some personality—whether that means adding humor, warmth, or excitement, depending on the nature of the post.

Keep your captions concise but meaningful, and don’t hesitate to include a call-to-action that invites followers to respond, whether it’s by sharing their thoughts or tagging a friend.

Source: University of BC | Instagram

Example: This relatable caption reads: “Another scenario! Your prof asks you a question but you’re distracted. What are you going to do?” This caption is borrowed from the popular POV trend on TikTok which is likely widely known by Gen-Z university students and hopefuls. Captions like these are designed to be relatable, humorous, and resonate with your prospects’ sensibilities. When crafting an Instagram caption, think of what your audience has in their minds – What are their motivations? What are their pain points? What internet trends might appeal to them? Get creative!

5. You’re Not Using Hashtags Effectively

Hashtags are essential for expanding your reach on Instagram, but they’re often misused or overlooked. If you’re not using hashtags strategically, or if you’re using irrelevant or overly broad ones, your posts may never reach the intended audience.

Hashtags help categorize your content and make it discoverable to people interested in similar topics, but if you’re not thoughtful about how you use them, you could be missing out on a significant source of engagement.

The best way to optimize your hashtag usage is to research and use hashtags relevant to your school, community, and industry. Mix popular, trending hashtags with more niche or location-specific ones that your target audience is likely to search for.

For example, using tags like #schoollife or #education can help you reach a broader audience, while more specific hashtags like #YourCitySchool or #STEMAtYourSchool can connect you with a local or interest-driven audience. Don’t overdo it—stick to a mix of five to ten effective hashtags per post.

6. You’re Not Showcasing Student and Community Stories

At the heart of any school are the people who make it special—students, faculty, alumni, and community members. If your Instagram feed is focused on promotional content or school-wide updates, you’re missing the chance to tell the human stories that can build emotional connections with your followers.

Schools that fail to highlight personal stories and experiences often struggle to engage their audience on a deeper level. You can solve this by featuring student and community stories more prominently in your content strategy. Share student achievements, interviews with alumni, or profiles of staff members who are making a difference.

Consider starting a series where students take over the Instagram account for a day, giving your followers a first-hand look at what it’s like to be part of your school community. These personal, authentic stories draw people in and make your school’s Instagram page stand out.

Example: Here, The Clover School highlights a parent night that they recently held. When crafting your Instagram stories, remember to target different segments of your audience – Students, parents, alumni, and key stakeholders should be considered during the planning process. Here, The Clover School targets parents, highlighting the fact that parents regularly enjoy the opportunity to connect at events.

Source: The Clover School | Instagram

7. You’re Ignoring Analytics and Data

Many schools struggle with their Instagram performance simply because they’re not paying enough attention to the data. If you’re not regularly analyzing your Instagram Insights, you’re missing valuable information about what’s working and what’s not.

Without understanding your audience’s behavior, you can’t make informed decisions about the content to post, the best times to post, or how to optimize your engagement. To turn things around, you can start using Instagram’s built-in analytics tools to track key metrics like engagement rates, follower growth, and reach.

Pay attention to which posts are performing well and why. Is it the timing, the subject matter, or the format? Use this data to refine your strategy over time. If you notice that certain types of content resonate more with your audience, double down on those themes. If certain times of day get more engagement, adjust your posting schedule accordingly. Data-driven decisions will help you continually improve and keep your Instagram page performing at its best.

8. You’re Not Showcasing Diversity in Your Content

One reason your Instagram page might not be resonating with your audience is a lack of diverse representation in your posts. Today’s students and parents are looking for schools that celebrate diversity and inclusion, and your Instagram account should reflect that. If your feed showcases the same types of events, people, or perspectives, you may be unintentionally alienating parts of your community or future students.

To address this, make sure your content highlights the full spectrum of your school’s community. Feature stories from students with different backgrounds, cultures, and interests. Celebrate various events that showcase your school’s inclusivity, such as cultural fairs, diversity days, or guest speakers from a range of fields.

By presenting a more holistic view of your school’s community, you’ll create a space where everyone feels represented and valued. This not only strengthens your online presence but also shows potential students that your school is a place where they can truly belong.

Example: Here, the University of Western Ontario showcased its meaningful commitment to diversity. By uplifting the voices of their students attending the local Pride Parade, Western is celebrating the diversity within their community.

Source: University of Western Ontario | Instagram

9. You’re Focusing Too Much on Perfection

Instagram can feel like a platform where everything must look perfect, from flawless event photos to perfectly curated classrooms. However, an overly polished feed might be doing more harm than good. If your school is not getting Instagram likes, your posts may seem overly staged or lack authenticity, you may struggle to build meaningful connections with your audience. People are drawn to what feels real, and overly perfected content can come across as insincere.

The best way to solve this is by balancing your polished posts with more authentic, candid content. Let your audience see behind-the-scenes moments that aren’t perfectly scripted or planned—show the hustle of organizing an event or the genuine joy of students working on a group project.

Embrace imperfection by showcasing real-life moments, whether it’s students laughing between classes or teachers preparing for a lesson. Authenticity fosters trust and can dramatically boost engagement, as your followers will connect more with the human side of your school.

10. You’re Not Engaging With Your Audience

Even if you’re posting consistently and creating great content, you might still struggle to grow your Instagram presence if you’re not actively engaging with your audience. Instagram isn’t just about broadcasting—it’s a platform designed for interaction.

If you’re not responding to comments, liking posts from followers, or actively participating in discussions, you’re missing out on opportunities to build relationships with your community. To improve this, make engagement a core part of your Instagram strategy. Respond to comments on your posts, even if it’s just a simple thank-you or an emoji. Acknowledge students who share posts about your school by commenting or reposting them on your Stories.

By actively participating in conversations and showing appreciation for your audience, you’ll encourage more interaction and foster a sense of community. The more you engage with your followers, the more invested they’ll become in your school’s Instagram page—and your school overall.

Source: John Cabot University | Instagram

Example: Personalized responses such as the one pictured above are often enough to help build anticipation for prospects looking forward to the next step in their journey with you. Your responsiveness on Instagram also showcases your school’s desire to connect and assist. This is a selling point in and of itself.

If you’re not getting likes on Instagram, there’s no need to worry! Turning around the performance of your school’s Instagram page doesn’t require a complete overhaul, but it does require a thoughtful approach.

By identifying the areas where you may be falling short and implementing these practical solutions, you’ll be well on your way to creating an engaging, vibrant Instagram presence that truly reflects the spirit and energy of your school.

Whether it’s by posting consistently, creating more engaging content, or tapping into the power of Instagram Stories and Reels, there are plenty of ways to breathe new life into your school’s Instagram strategy. Remember, social media success doesn’t happen overnight, but with a bit of patience and persistence, you can turn things around and start seeing the results you’re aiming for.

Struggling with enrollment?

Our expert digital marketing services can help you attract and enroll more students!

FAQ

Why am I not getting likes on Instagram?

If you’re posting regularly but still not seeing much interaction, one likely reason that your school’s Instagram page is not performing well is that your content isn’t resonating with your audience.

Source link

November 13, 2024
Email Marketing for Parent and Community Engagement
Reading Time: 9 minutes

Staying connected with parents and the wider school community has become more important than ever. For K-12 school administrators and marketers, email marketing offers an efficient, cost-effective, and personalized approach to keeping parents informed, engaged, and connected with the school.

In this blog, we’ll explore various effective school email marketing strategies designed to help you increase parent and community engagement. When you follow the essential tips, you’ll be better equipped to build trust, maintain transparency, and foster an active school community. Let’s explore!

Our targeted email marketing services can help you attract and enroll more students.

Discover how we can enhance your recruitment strategy today!

Understanding the Importance of Email Marketing for Schools

Email marketing for schools is powerful as it allows for direct communication with the people who matter most—parents, guardians, and the wider community. In an environment where parents expect real time information, personalized content, and streamlined communication, email is the go-to method that allows you to achieve all three effectively. Parents are eager to be involved in their child’s education.

By ensuring that parents are well-informed about upcoming events, school policies, and student progress, administrators can build stronger connections between the school and the families they serve.

The benefits of email marketing don’t stop there as pictured below, an effective school email marketing strategy can offer increased brand awareness, an avenue for promoting programs and content, a great way to generate new leads, a platform for guiding new prospects down the enrollment funnel, and build relationships. The key lies in using email marketing correctly, focusing on strategies that boost engagement and build lasting relationships.

Source: Higher Education Marketing

Defining Engagement-Based Email Marketing

For schools, engagement is arguably the most crucial metric of email marketing. The success of your campaign depends on your emails being opened, read, and prompting the desired action outlined in your message.

With this in mind, What is engagement-based email marketing? Engagement-based email marketing focuses on creating emails that grab attention and encourage people to interact with them, standing out from the many emails they receive daily.

Consistency is key in engagement-based email marketing. The more frequently you send relevant messages to the right people that encourage action, the more likely you are to turn them into loyal subscribers and active members of your school community over time.

Join us as we outline ten essential tactics for cultivating the engagement that your school needs to build a stronger relationship with parents, prospects, and your community.

1. Segment Your Email List for Personalized Communication

The first step in effective email marketing is creating segmented email lists. Not all parents and community members need the same information, and delivering relevant content to each group is critical for engagement.

Segmenting your email list allows you to target the right group of parents with messages specifically designed for them. This personalization ensures that the content you send out resonates more with the audience, resulting in better engagement rates.

Segmentation is central to the email marketing function of our open-source marketing automation platform, Mautic CRM. You can segment your contacts based on a multitude of criteria including admissions stage, program, and location, ensuring that each prospect receives the right message at the right time, inciting them to take the next desired action and move down the admissions funnel.

Example: Here, you can see how Mautic’s contact segmentation function allows you to track leads based on the language they speak, whether they’ve completed a registration form for any event you’re promoting, the nature of their relationship with your school, which of your school programs interests them, and more.

Source: Higher Education Marketing | Mautic

2. Craft Clear and Engaging Subject Lines

The subject line is the first thing parents see when they receive your email, and it plays a significant role in determining whether or not they open it. When crafting subject lines, keep them concise, informative, and engaging.

Highlight the key point of the email so parents immediately know what to expect. Personalization also works wonders in subject lines—try including the recipient’s name or their child’s class to make the email feel more personal and targeted.

Example: Here, Randolph-Macon Academy writes a clear, direct subject line in one of their emails. Long, meandering subject lines with no clear indication of what your email is about are more likely to be ignored so, always aim for short and snappy. Using a humorous tone when possible is also quite effective for catching readers’ attention through subject lines.

Source: Randolph-Macon Academy

3. Use a Mobile-Friendly Email Design

In today’s busy world where many parents lead an ‘on-the-go’ lifestyle, many parents will likely read your emails on their smartphones. Therefore, optimizing your email for mobile devices is crucial.

This means using a responsive email template that automatically adjusts to different screen sizes and keeping the content concise so parents don’t have to scroll endlessly. By making your email accessible on mobile, you’re ensuring busy parents can stay informed wherever they are.

Example: Pictured below are Mautic email templates. They are compatible with desktop and mobile devices allowing you to reach parents and community members wherever they are.

Source: Higher Education Marketing | Mautic

4. Include a Call to Action (CTA) That Encourages Engagement

Every email you send should have a clear purpose, and that’s where a strong CTA comes into play. Whether it’s asking parents to RSVP for an event, complete a survey, or check out the school’s latest blog post, the CTA should be easily identifiable and action-oriented.

Effective CTAs include:
- “Sign Up for the PTA Meeting Here”
- “Take Our School Climate Survey”
- “Download Your Child’s Homework Schedule”
The CTA should also stand out visually—consider using a button with a contrasting color or a bold link to draw attention as pictured in the example below.

Source: Randolph-Macon Academy

5. Focus on Storytelling to Build Community

Emails that tell a story are much more likely to resonate with parents than those that only provide logistical information. Consider using email marketing as an opportunity to share stories about what’s happening at your school. Highlight student achievements, community events, and teacher spotlights. You can even share testimonials from parents or alumni to build trust and show the impact your school is making.

Storytelling humanizes your school, makes the content more engaging, and fosters a deeper connection between parents and the school community.

6. Set up an Automated Welcome Series for New Parents

New parents often feel overwhelmed when joining the school community and email can be a great way to make them feel welcome and informed. Create an automated welcome email series that introduces them to the school, provides helpful resources, and invites them to important upcoming events.

The welcome series can include:
- A welcome message from the principal
- Information about school policies and resources
- Links to important documents (e.g., school calendar)
- Invitations to join parent groups or sign up for the school newsletter
This helps new parents feel engaged and informed from the start, setting the tone for a positive relationship with the school. Automation isn’t only beneficial for sending welcome messages. Mautic enables you to save time and reach the right contact by automating any type of email interaction depending on various criteria.

Example: Mautic enables you to create emails that cater to specific segments within your contact list, send messages automatically, and time them perfectly depending on the nature of the interaction. See how simple the process is in the image below.

Source: Higher Education Marketing | Mautic

7. Share Important Updates and Reminders Consistently

Consistency is key when it comes to email marketing. Sending regular updates and reminders helps keep parents informed about important dates and events, such as school holidays, parent-teacher conferences, and extracurricular activities.

You don’t need to send emails every day—weekly or bi-weekly updates can suffice. Just make sure the frequency is enough to keep parents in the loop without overwhelming them. You can also create a predictable schedule so parents know when to expect updates (e.g., a weekly newsletter every Monday morning).

8. Use Analytics to Measure Engagement and Improve Content

One of the biggest advantages of email marketing is the ability to measure engagement through analytics. Most email marketing platforms provide metrics such as open rates, click-through rates, and conversion rates. Use these insights to understand what types of content resonate most with parents.

For example:
- If your open rates are low, consider experimenting with different subject lines.
- If parents aren’t clicking on your CTA, try adjusting its placement or wording.
Analyzing these metrics allows you to refine your email strategy over time, ensuring that you’re always improving engagement with parents.

Example: Use Mautic Campaign Statistics to track the engagement of each email and predict the behavior of your contacts.

Source: Higher Education Marketing| Mautic

9. Incorporate Visuals and Multimedia for a More Engaging Experience

Visual content— photos, videos, and infographics—tends to capture attention more effectively than text alone. Including multimedia in your emails can make them more engaging and visually appealing. Share pictures from recent school events, videos of students’ performances, or a short introduction from a teacher.

Multimedia doesn’t just make your emails more attractive; it also provides a way to showcase what’s happening at the school, allowing parents to feel more involved even if they can’t physically be there.

10. Foster Two-Way Communication Through Surveys and Feedback Forms

Email marketing shouldn’t just be about sending information to parents—it should also be a way to collect feedback and facilitate two-way communication. The result is a more actively engaged school community that offers a host of benefits to your school brand and the education of your students.

You may be wonderfing specifically how to increase engagement through email marketing. Try using your email campaigns to invite parents to share their thoughts and opinions on various aspects of school life. For example, include a link to a survey asking for feedback on recent events or ask parents what topics they’d like covered in future newsletters. This approach makes parents feel that their voice matters and fosters a sense of partnership between the school and the community.

Let’s Review: The Role of Email Marketing in Parent and Community Engagement

Email marketing is a powerful tool that, when used effectively, can drive meaningful engagement between schools, parents, and the wider community. At its core, email marketing is about building trust and fostering relationships.

Schools that use email to maintain transparency with parents—sharing successes and challenges—are more likely to create an environment where parents feel comfortable getting involved. When parents trust the school, they are more likely to attend events, support fundraising efforts, and engage in their child’s education.

Use your email campaigns to provide insight into what’s happening within the school, such as new initiatives, changes in policy, or upcoming projects. By sharing this information openly, you’re helping to build a sense of trust and shared responsibility with the entire community.

The key lies in crafting relevant, personalized, and engaging content that meets parents where they are—whether that’s on their phones, at their computers, or scrolling through their inbox on a busy day.

By following the ten tips we’ve discussed so far, school administrators and marketers can create email campaigns that foster a deeper connection with parents, build trust, and ultimately enhance the overall school experience for students and families alike.

Remember that email marketing is not just about disseminating information. Rather, it’s about telling the story of your school, involving parents in their child’s education, and building a community where everyone feels valued and heard.

As you refine your email marketing strategy, keep these tips in mind and focus on delivering content that adds value, fosters engagement, and builds a lasting connection between your school and the community it serves.

Our targeted email marketing services can help you attract and enroll more students.

Discover how we can enhance your recruitment strategy today!

Frequently Asked Questions

Question: What is engagement-based email marketing?

Answer: Engagement-based email marketing focuses on creating emails that grab attention and encourage people to interact with them, standing out from the many emails they receive daily.

Question: How to increase engagement through email marketing?

Answer: Try using your email campaigns to invite parents to share their thoughts and opinions on various aspects of school life.
Source link
November 6, 2024