Is your brand in the education segment and you want to know how to attract more students, with greater recruitment and retention? educational marketing is the best path to success for your institution.
Follow the post we prepared especially about educational marketing.
Educational marketing: what is it?
The concept of educational marketing It encompasses actions aimed at attracting and retaining customers, strengthening the institution's branding and helping to communicate more effectively with the target audience, whether they are parents and guardians, students or teachers.
Educational digital marketing: but why should my school invest?
Investing in educational digital marketing strategies is essential to stand out among so many competitors, as this segment continues to grow, whether in person or online.
Therefore, it is necessary to innovate in order not to fall behind, since the competition is fierce. Many are already very present in the digital environment. We can even say that some are doing an excellent job in educational inbound marketing.
We’re not saying that offline marketing should be left aside. But it’s important to remember that times have changed and, today, most people are present online.
Therefore, we can say that your persona and your audience are certainly present on many of the most diverse digital channels, such as Instagram, Facebook, YouTube and LinkedIn.
And, if before it was only possible to reach people close to your own neighborhood, with digital marketing the physical barriers have fallen. If your institution offers distance learning courses, this is a “full plate”. Therefore, it is worth hiring an educational marketing agency.
But if your institution is a primary or secondary school, even with an audience from a specific region, with marketing in the digital environment it is possible to reach people in a much more effective way.
Among other benefits, we can mention help in building brand authority, in addition to the possibility of being able to communicate with the right audience at the right time.
This way, you improve your relationship with customers and still have an excellent cost-benefit, in addition to the possibility of analyzing data with high precision.
Educational marketing in action: discover 5 tips to attract more leads
One of the biggest focuses of educational marketing is to retain and attract more students.
Check out 5 tips to help you attract more leads:
1. Know your persona
Every company has its persona, which is nothing more than the ideal customer.
It is important to know your persona well to achieve good results. With a well-defined persona, you can think of strategies that can be truly assertive for the audience you are trying to attract.
Another important detail is that you can define the persona by selecting characteristics of the best customers you have at that moment, with information such as age, gender, neighborhood or city where they live, income, psychological characteristics.
It is also necessary to include what problems this persona faces on a daily basis that your service can solve, what digital channels they are present on, what type of content they like to consume, etc.
2. Understand your audience’s “pain” and design the purchasing journey
After all, what is the biggest problem your client is looking to solve? A school with more quality, that really cares about its students?
Or an institution with high entrance exam approval rates, with a teaching model never seen before?
Whatever your persona’s “pain” is, you need to understand that pain in order to offer solutions.
There are digital marketing tools that can help you with this process, such as Semrush, a keyword research tool that helps you understand what your potential customers are searching for about educational institutions.
To define the purchasing journey, you must take these pain points into consideration from the moment the persona discovers the problem, their learning process in relation to this pain point until they realize that your institution is the best solution.
3. Invest in content marketing
Once you know your persona’s pain point, investing in educational content marketing is the next step to capturing leads. Content marketing is one of the inbound strategies in educational marketing.
Enrollment is a consequence of a good relationship with visitors or followers of your social media or blog. So, make it clear that your institution is there to support them by creating quality content on the topics they research the most.
Content formats can be very varied, such as e-books, blog posts, social media posts, among others.
The important thing is to ideally map the persona's pain points and indicate relevant content themes at each stage of the purchasing journey.
4. Understand the sales funnel
Understanding how the sales funnel works, from the top to the bottom of the funnel, is essential when it comes to strategic marketing for educational institutions.
Because the funnel represents the entire purchasing journey that the lead goes through, from the first contact with the brand, until actually making the purchase.
Its objective is to help the lead, clarifying doubts and presenting solutions to their problems, always showing the company's differentials.
The sales funnel is the sales team's view of the customer's purchasing journey.
5. Invest in relationship marketing
Do you know that impeccable service that turns visitors into customers and even fans of the brand? Relationship marketing is part of that equation.
One of the main objectives is to ensure that the potential customer has a positive experience with the brand.
To do this, it is necessary to provide a service that is different from anything you have seen before, offering help, quality content and clarifying doubts in all contacts made with the institution.
Read more about:
Educational marketing agency: why hire one?
If you are looking for a travel agency, educational marketing, educational management, strategic planning and marketing, count on GS2 Marketing – a specialist in the subject that will help you stand out from your competitors and, of course, sell more. Talk to us and learn about our success stories in this segment.
Digital changes all the time, so it is necessary to have as a partner an agency that is aware of trends and what is most modern and efficient with specific strategies for your business.
An agency specialized in educational marketing, like GS2 Marketing, is constantly updated and has a complete team, including inbound marketing analysts, paid media, content marketing, design and other essential specialties for developing an effective educational marketing strategy, with actions and tools that really work and provide returns.
Meet GS2 Digital Marketing
If you are looking to build a successful business that really makes sense and brings value to your brand, get to know GS2 Marketing Digital, an agency specialized in inbound marketing, with a total focus on results.
We use the best digital marketing tools to produce assertive content for our clients, with creative and remarkable actions.
This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a lead generation and conversion machine.