Marketing for schools: how does it work?

Marketing for schools: how does it work?

Implementing marketing strategies for schools is of utmost importance to attract and retain students. In this journey, it is crucial to obtain a deep understanding of the market scenario, develop well-planned digital tactics and produce relevant content aimed at the target audience. 

These joint approaches enable the institution to not only expand its enrollment base, but also to cultivate lasting relationships with students.

Don't know where to start or have any questions? Check out some tips in this post.

Marketing for schools: what is it?

Marketing strategies for private schools work as a valuable resource for attracting and retaining students, consolidating the institutional brand and establishing effective communication with parents, guardians, students and teachers. 

This process is made possible through communication tactics, strategic positioning and digital presence, all of which contribute to increasing the school's authority and recognition.

Digital marketing for schools: how to do it right?

The question is not just about being digital, but whether you use the platforms intelligently to take the school and/or college brand to the right people, especially because today the educational market is increasingly competitive.

Currently, with marketing actions for schools, institutions can use and abuse creativity to get closer to the target audience on various digital channels, such as Instagram, Facebook, YouTube, LinkedIn, among other tools.

Inbound marketing for schools

Strategies of inbound marketing for schools are being increasingly implemented, as this method aims to win over, attract, transform potential customers into leads, nurture and create a relationship until the moment of sale.

This is done by delivering content that responds to their pain points, with the aim of advancing them through the stages of the sales funnel until they are ready to make a purchase. 

Being one of the most effective ways to transform leads (potential customers) into real customers and increase registrations.

Among other advantages of content marketing for schools, we can mention:

  • Greater reach of people;
  • Provide greater visibility;
  • Possibility to communicate with the right audience at the right time;
  • Transmission of authority and credibility.

Marketing Tips for Private Schools

Before creating digital marketing strategies for your school, you need to consider some important aspects regarding the service you offer.

Choosing a school is not simple

Education transforms people's lives, so choosing a school is not an easy task, especially when it comes to education for children and teenagers. Parents and guardians usually do a lot of research before making a decision.

Therefore, investing in content marketing that reinforces the school's authority in the segment, materials with information about the teaching method, as well as the institution's day-to-day activities, is crucial for decision-making.

Long term relationship

Typically, the relationship between school, parents and students is long-term. Therefore, to retain students, it is necessary to present the value of the institution during the student's training process not only to them, but also to their parents and guardians.

Talk to parents and guardians

In this segment, there are two audiences: parents and students. Parents are responsible for “purchasing” the service and the student is the one who will receive the benefit.

Schools have a role to play in the education and development of children and/or adolescents, but it is the parents who will decide which institution to choose. Therefore, it is essential to reach them.

Therefore, it is important to create content with rational arguments, which present the institution's seriousness and commitment to the educational process.

Steps to achieve more enrollments

The next academic year is always in the focus of institutions, because it is always more than necessary to obtain results and reach the desired number of enrollments. 

Therefore, it is important to take strategic action well before the start of the school year. How can you do this? With marketing ideas for schools.

Within these initiatives, the following are necessary: ​​strategic planning, definition of campaign themes and content marketing. Understand more:

Strategic planning

To create relevant actions with the right direction, good strategic planning is essential and must contain:

Market analysis

It consists of in-depth research to analyze competitors, suppliers, the general market scenario and the segment.

It is important to analyze all macroeconomic factors that can positively and negatively impact the business, researching the digital channels most used by the target audience and competitors.

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Survey of the school's differences and values

In good marketing for schools, the institution's values ​​and differences must be defined clearly and objectively. 

This aspect is crucial to differentiate yourself in the market and from your competitors.

Persona development

To have a broader view of who the school's target audience is and thus find the right ways to reach them, it is essential to develop personas. 

The persona is the description, closest to reality, of the potential client. Therefore, based on research, fictitious people are created to represent these people. It is important to describe characteristics such as:

  • Name and age;
  • Where you live and work;
  • Family income;
  • Marital status;
  • The number of children;
  • Level of education;
  • Media consumption habits;
  • Among other important descriptions.

Furthermore, it is important to research consumer habits and understand what their pain points are, what they want when looking for a school and what factors are relevant to this persona when making a decision. 

Action schedule

It is important to create the actions, define the digital channels that will distribute the content, stipulate the date that each action will be broadcast and completed, with the aim of obtaining the results within the desired time frame.

Campaign definition

The purpose of a campaign is to promote the company, product, brand or service in order to achieve a certain objective. 

Campaigns are made up of a set of actions aimed at the target audience, with a start and end date, and can be broadcast on various digital channels.

In this sense, it is important to define the theme of the campaigns and the objective of each one. Example:

  • Topic: Enrollment 2024;
  • Objective: Capture new registrations;
  • Strategy: Inbound marketing;
  • Channels that will be used: Instagram | Facebook | Capture page | Email marketing.

Content marketing is essential for schools

Content creation is part of educational marketing, as enrollment is the result of building a positive relationship with the follower or visitor on social media or blog. Content marketing is one of the Inbound marketing strategies for schools.

To engage potential customers in different ways, content formats can be varied, such as e-books, blog posts, social media posts, among others.

Learn more:

consulting mmarketing

Digital marketing agency for schools: GS2 Marketing

If you want to sell more, stand out in the market and differentiate yourself from your competitors, you need marketing, strategic planning and educational management.

To do this, you need an agency that has expertise and good results in this process.

To do this, count on GS2 Marketing, an agency specializing in marketing for schools with a complete team of analysts in inbound marketing, paid media, content marketing, design and other essential specialties to develop strategies., create actions and define tools that will work for you.

We specialize in inbound marketing with a total focus on results. We use the best digital marketing tools to produce assertive, remarkable and creative content.

Seriousness and intelligence in digital marketing provide recognition from many of our clients, for whom we have become a lead generation and conversion machine. 

If your focus is to build a successful business and a valuable brand, Contact Us.

And if you want to check out exclusive material on how to structure your company to be successful in digital marketing, download our exclusive material:

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