Choosing the school where the child will study goes through a series of factors, in a decision in which not only the tuition fee and proximity to home are taken into account
The end of the first semester is a very important moment for schools: it is time to think about and present their campaigns to attract students for the next year, in addition to seeking to anticipate the re-enrollment process.
But, with the changes in the way you consume information, is your educational institution optimizing its campaigns to maximize results with Digital Marketing? Or just follow the traditional “ticket” for parents, the famous billboards in the city center and the 30-second VT in local media?
Unsurprisingly, choosing an educational institution is not made on impulse, especially for first-time parents. It’s a decision made based on a lot of research and evaluation.
Choosing the school where the child will study depends on a number of factors — the tuition fee and proximity to home are no longer the only factors taken into account. In this search, parents are impacted by media, news, indications and, of course, the internet.
And in this way, parents can even see your billboard, but before visiting your school, they will talk to acquaintances and, possibly, look for your school on the internet to gather some information .
Knowing this, I leave below 4 tips for your educational institution to enhance your campaigns to attract students and re-enroll with Digital Marketing:
1. Have a digital presence
How does your school prepare to receive this visitor on its digital channels? How are your competitors positioning themselves?
Having a fanpage on social media and a website that lets parents know more about your school is a first step. After all, your institution must be by this father’s side to help him in this decision-making process, not only promoting an attractive advertising campaign, but also generating real value for what you know best: educate.
2. Before educating the child, educate the parents
When making an enrollment decision, consciously or unconsciously all parents go through the following steps of a shopping journey in which you have the opportunity to impact them and interact with information.
The purchase journey consists of 4 steps:
- Learning and discovery: it ‘s that moment when parents think: “Oops! Why should I pay attention to this?” and in which you can draw attention to teaching methodologies, complementary activities in the education and development of children/adolescents, etc.;
- Recognition of the problem: that moment when parents realize that a certain factor is important in their child’s education and start to become interested and seek more information on the subject;
- Consideration of the solution: when parents are aware of what they are looking for in a school and what are the key factors for decision making;
- Purchase decision: when parents actually enroll, and must feel satisfied with the decision made.
In practice, what your institution needs is to be positioned on this buying journey to help each parent through the different stages, both to attract attention and to bond with parents, promoting their educational institution and generating value.
It is necessary to be aware not only of the media, but of the entire marketing funnel of the education segment through which a good strategy travels. Have you ever wondered how your institution actively acts at each step of this funnel?
3. Leverage your media investment
We know that the main objective of campaigns to attract students is to draw the attention of parents to a face-to-face visit to the school . After all, cases of a father who enrolls a child without a visit or prior contact are very rare.
In this sense, your campaigns will attract the public to your brand, and digital will be your best ally to educate and captivate even those parents who are not yet prepared and/or decided to visit your institution.
If we analyze the actions according to the marketing funnel until enrollment, we are faced with the first stage, which is attraction : it is necessary to ensure that the greatest number of people within the universe of the personas of your educational institution reach your website and portals.
For this, schools invest in offline media, and even Google AdWords , Facebook Ads and other possible digital media to advertise and promote their institution .
However, if your institution invests in paid media, attracts 1, 5, 10, 20 thousand visitors to your site, and you are unable to convert these visitors into Leads, you will have a legitimate “flat bucket”: the visitor enters on the website and goes away. Result: high acquisition cost and money “roasted” in media without measuring and maximizing its return.
4. Pay attention to the strategy for each step of the funnel
Since investing in attraction is not everything within a strategy for attracting students and re-enrollments, remember the importance of being aware and having clear strategies for attracting contact from parents through a Landing Page or forms.
The CTAs must call for actions hopper bottom , such as “Schedule your visit at our institution,” and even provide some content middle and top funnel for that father arriving at your site in a moment more initial purchase journey ( has not decided to make the visit), but is looking for more information on his digital channel.
This is the conversion step , better known as the lead generation step . There are several ways you can work including your educational content as marketing material , enabling visitors to access exclusive content and materials in exchange for leaving their data.
The point is: how do you leverage your institution’s website and social media posts to capture parental contact and initiate an ongoing relationship, generating value? And, going further, what does your institution currently do with the contact of that parent who visited your school but did not make the enrollment decision at the same time?
The relationship step is just as important as the initial steps. After all, you’ve generated your main marketing asset: contacts. You need to nurture them along the buying journey to turn prospects into enrollments. You can follow some ideas on how to work this nutrition content in the post 3 nutrition flow ideas to use in the educational market .
If, when working on your educational institution’s student recruitment and re-enrollment strategy, you look at the funnel and take proactive actions for each step, you will certainly be much closer to a positive ROI .
As a general checklist, try this second semester:
- Have a site with CTAs to interact with your audience (you don’t need to redesign the site, just make sure that when you enter it, your audience can become contact);
- Produce content for every step of the shopping journey, after all, many parents won’t be ready to pay a visit right away;
- Promote your Landing Pages on social networks, as they are more practical channels for your audience to learn about your institution;
- Optimize your AdWords ads and direct the contact to an appointment scheduling form or even to the content behind the Landing Page;
- Engage prospective parents from the previous year with your content throughout the year, this helps in retaining students by engaging with parents and sharing relevant content that helps them with everyday questions about their children’s education.