Whether they voice it or not, families have an opinion about your school district brand. Marketing strategies for schools help shape that opinion into something your community is proud to rally behind. Think of it like a relationship building exercise. Your website, social media and email campaigns are each a brick in the foundation that is your school district’s brand.
Whether they voice it or not, families have an opinion about your school district brand. Modern School Marketing Strategies help shape that opinion into something your community.
Content Marketing
Schools need to capture the attention of students with relevant and engaging content. The best way to do this is through social media marketing (SMM), which enables institutions to develop a “marketing persona” that represents the ideal student and create narratives that align with the school’s core values.
Another method is through search engine optimization (SEO), which helps schools improve their visibility online and rank higher in search results. JetRank’s complete seo service can help by analyzing current traffic trends and adjusting campaigns accordingly.
Additionally, schools need to keep their content updated. A quality CMS, or Content Management System, can allow non-technical users to organize, edit, and publish content without the need for complicated coding. This will enable the content to remain fresh and attract prospective students.
Social Media
As the COVID-19 pandemic fades into history, educators are picking up the pieces and resetting their schools for a new era. New competition is coming into the education space, and parents are seeking options for their children that offer safety, flexibility, and personalized learning.
A digital marketing strategy can help schools compete in this new environment and thrive. By leveraging social media, paid advertising, search engine optimization (SEO), and email campaigns, schools can promote their strengths to prospective students and families.
Digital marketing strategies can also showcase what sets the school apart from others — specialized programs, academic accolades, unique curriculum, and mantras that communicate institutional goals. Video is an especially effective tool for school marketing, but it’s important to work with a professional to create high-quality videos that will stand out.
A top-of-the-funnel campaign that builds awareness can be used to target a demographically relevant audience, while middle-of-the-funnel campaigns can use Facebook Pixel retargeting to engage people who visited the website.
Paid Advertising
In this tweetin’, tiktokin’ age of social media, video marketing is a must-have for schools to promote programs and engage students. YouTube videos, live streaming and platforms like TikTok are all powerful tools that allow schools to reach prospective families with a personalized message.
Digital advertising also allows schools to bypass the slow burn of SEO and quickly get their name in front of student and parent eyes. A PPC campaign on Facebook, Google or Instagram can be a great way to boost organic traffic and conversions with a targeted audience.
Regardless of what strategies school leaders choose to use, they should have a clear goal in mind. Setting a measurable, attainable and time-based strategy will help ensure that enrollment stays healthy for years to come.
Email Marketing
Email marketing is a key component of any school marketing strategy, as it allows schools to effectively communicate with their student body, parents and community. When crafted well, an effective email will incorporate an eye-catching design and a compelling call to action (CTA) that is designed with mobile optimization in mind.
As a result, emails are more likely to be read on a mobile device and will encourage more users to take the desired action. By leveraging interactivity, such as GIFs and video, in an email, schools can create a more engaging experience that is sure to increase user engagement and click-through rates.
It is also important to keep in mind that email is a direct way to drive traffic to your website, as well as social media pages and other relevant online content. It is therefore crucial that a school utilizes a cohesive digital marketing strategy that incorporates all channels, including social media, SEO and email, in order to maximize organic traffic.
