Why Inbound Marketing is a Must for Any School
Is your school getting most of its enrollments through outreach?
Here is why inbound marketing is a must for any school out there.
Your school is in dire need of more enrollments.
You’ve tried traditional marketing but you’re still coming up short compared to where you’d like to be.
Is it possible to reach more people?
But how? You’re not a marketing expert.
Don’t worry. We are.
We’re here to walk you through the dizzying maze of marketing.
We’ve got two words that are about to draw in more enrollments than you’ll even know what to do with.
What Is Inbound Marketing?
I want you to close your eyes and think about everything you know about traditional marketing.
What comes to mind?
Sales-y scripts, abrasive tones, and annoying commercials are probably a few things that come to you.
You don’t want your school to be dubbed as ‘sales-y and abrasive’.
Inbound is the complete opposite of traditional marketing.
Traditional marketing is about persuading, in sometimes unpleasant ways, potential prospects. In a sense, traditional marketing could be compared to cold calling.
Let’s be real.
No one likes telemarketers.
So why would you trust your practice to traditional marketing that might actually be turning people away from your school before they even step foot onto your campus?
Inbound marketing is the use of search engine optimization (SEO), social media marketing and content marketing to convey value to potential leads.
Types of Inbound Marketing:
Social Media Marketing
Facebook, Instagram, and Twitter currently dominate the world of social media and you can use them to your advantage through inbound marketing.
Each of these different platforms has different advantages but you have the ability to pick and pull on each one you see fit for your school.
70% of the U.S. population uses at least one form of social media.
When businesses have a strong social media presence people are more likely to believe that your school is engaged and an authoritative voice in your community.
Utilizing social media through pictures, videos and posts give you the opportunity to reach new and different audiences.
Social media marketing is engaging and interactive. With aesthetically pleasing visuals, this type of marketing hooks viewers and stimulates a certain part of their brain that words can’t access.
Search engine optimization plays a key role in inbound marketing.
But if you just Googled ‘inbound marketing’ five minutes ago, you’ve probably seen the acronym ‘SEO’ thrown around a ton.
But what does it mean?
When you break it down, SEO is Google’s way of ranking websites based on their content and knowledge of that particular field.
When your content uses certain phrases several times, Google associates the content with that phrase.
When you create awesome content that gets shared a lot, Google makes a note of it and when people search topics in your field, bumps your content to the top of the search page!
Think American Idol but for websites.
The more people like and share your content, the more exposure and recognition it will get.
As if exposure wasn’t enough, you’ll also see a 40% increase in your practice’s revenue with search engine optimization.
Your website can only explain things to a certain point. While people are reading your website, people might have questions or concerns that aren’t answered with the generic information offered.
With any school, people will always have questions and concerns. Incorporating content marketing in your strategy could ease some of their concerns and answer questions.
You want people to feel like they have a good understanding of your school’s values and standards and providing content through a blog is a perfect way to display them.
Content marketing is also a great way to bridge the sometimes intimidating gap between your school and the students.
Utilizing a blog is a more informal and still educational way to explain your school’s offering. If content is a part of your marketing strategy, it provides an interactive and two-way communication street.
Content marketing does take the time to build traction but with consistent and quality content production, you could see 7.8x more website traffic.
The Benefits You’ll See
When people are looking to enroll their children into a school, the first thing they’ll think to do is whip out their iPhone or Android and Google it.
They want to do research on your school, the process, curriculum, values, and its safety.
Consumers want to feel in control and this type of research satisfies that need.
If you had a solid inbound marketing campaign in place, this would put your school center-stage to be discovered by people actively looking for the perfect school in your area.
Including inbound marketing in your marketing strategy would also develop a sense of credibility and trust between your future students and your school.
Inbound marketing focuses on the human aspect that is sometimes lost in traditional marketing.
Inbound marketing creates depth where traditional marketing often doesn’t. This type of marketing takes a more personal approach and focuses on the people behind the school.
Social media posts, blog posts, testimonials are just a few types of inbound marketing that connect the reader and let them know that other people trust you and your school. If other people trust your school this leads them to think…
Maybe I can trust them, too!
Better Results With Better Prices
Content marketing can generate three times as many leads as traditional marketing does.
As if that isn’t impressive enough, on average inbound marketing can generate all those leads for 62% less than the cost of traditional marketing.
Traditional marketing channels are typically expensive to maintain and require constant pushing of information on people who usually aren’t asking for it. Inbound marketing costs less and is often times more effective than traditional marketing.
Do What You Do Best, You’re Not A Marketing Guru
So hopefully now you feel more confident about inbound marketing but if you still feel a bit in the dark, where do you go from this article?
We’ve got good news. You don’t have to be a marketing guru! Keep doing what you do best and run your schoool, and we’ll stick to marketing.
We can help walk you through this process and create a plan specific to your school.
We’d love to set up a free ‘Digital Marketing Audit’ to see how we can help increase enrollments and improve retention rates for your school.
Schedule a strategic planning session for your school and we’ll help you conquer inbound marketing together!