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Top 5 Tips for an Effective School Digital Marketing Campaign

The education sector is rife with competition, which means a healthy and growing market. However, it also means that marketing has moved to the top of the agenda for many schools. As a result, more schools are turning towards digital marketing to promote their institution. To help you get started with digital marketing for your school, we’ve compiled a list of the top 5 tips to ensure an effective campaign.

1.    Develop an Inbound Marketing Strategy

Developing an inbound marketing approach can significantly increase your admissions enquiries. This strategy works by attracting prospective families to your website with helpful and relevant content. There are a variety of forms your content could take such as blog posts, eBooks, video, and so on. Whatever format you opt for, the content should be designed specifically for your target audience and where they are in their decision-making process.


2.    Know What Influences a Parents Decision

To develop your marketing strategy, you need a keen understanding of exactly which questions your target audience wants answered. To achieve this, data gathering throughout your enrolment process is a must. During data gathering, you will be asking parents specific questions at different parts of the application process. Questions could include:

  • What information helped them to decide on their chosen school?
  • Which sources did they use?
  • How long did it take for them to make a decision?
  • What were their first impressions of the school?

Your goal is to discover what tools parents used when searching for a school.


3.    Focus on your Unique Selling Points

What exactly makes your school different? Is it your school’s academic results, or teaching staff? The science, technology, or sporting facilities at your school? Or is it the extra-curricular activities offered to students? What does a prospective parent need to know to decide to invest the future of their child with your institution? Thoroughly utilise your digital presence as a window into the benefits students will receive at your school.


4.    Search Engine Optimisation (SEO) campaigns

Search engine optimisation (SEO) is the process of affecting the visibility of a website in search engine result pages (SERPs). The goal of SEO is to ensure your school appears at the top of SERPs for particular keywords and phrases. Examples include, “best high school in Australia” or “top academic results”. Understanding what search terms your audience is using—and those which competitors are performing well for—will provide valuable insight into your inbound marketing strategy.


5.    Pay Per Click (PPC) campaigns

Your school needs to feature in the results of all searches to be on the radar of prospective families. To ensure this, you need to develop a paid search campaign as part of your digital marketing activities. Often referred to as Pay Per Click (PPC), this strategy will support your SEO and content marketing efforts. This approach will guarantee that prospective parents have every opportunity to find your school.


Competition is only going to continue increasing in the education sector. Therefore, don’t delay with adopting a strategic digital marketing approach for your school. If you do, you will be rewarded by successfully differentiating your institution from your competitors.

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