Are you looking for ways to increase enrollment in your school by creating quality contents on your website? Well, I have just made it easy for you. Read on to know more.
Inbound marketing in education aims to attract visitors, convert them into leads, and then nurture those leads with content. So far, in my previous article, it has been made clear, and I believe we have already comprehended that aspect of the strategy. However, as a school, your responsibility is much greater; it is not just about writing any article because a blog cannot exist without articles. Rather, it is about being intentional and strategic with the content you want to produce to increase enrollment in your school.
One of the most significant aspects of each person’s life is their education, and going to school is essential to their development right from kindergarten to university. Each phase of their educational growth has its essence and peculiar consequences, so it’s crucial to be aware of who to say what to when and how to do it to establish positive interactions and develop trust through VALUABLE CONTENT.
Before you start creating content, the first thing is to define your goals from the onset clearly. What do you achieve with the content? Developing the path will be simpler and more enjoyable when this is in place.
Nevertheless, keep in mind that the user experience begins when a visitor lands on your site and starts consuming your content, not when they talk with an adviser. Make sure that every stage is unique and that your content inspires them to proceed to the next level of the buying process.
I will share 10 ideas in this article on how to create quality content and increase enrollment in your school. Let’s get right into it.
10 practical ideas on how to increase enrollment using quality content.
Below are 10 ways to create quality contents for your audience;
1. Know your target audience well
Review and evaluate the profiles of your ideal clients (buyer persona). Who are they? Find out more time about their concerns, passions, desires, and goals. Gain insight into those topics that are helpful to them to produce content that helps them to learn more.
Put yourself in their position, express empathy for their hobbies, and employ words they frequently use to communicate with them.
Should you write all of your articles in the same style for a school that has kindergarten through high school? Not. While some (kindergarten) is more directed toward mothers who want their children to receive an excellent education, You should direct others towards teenagers who are unsure of what they want to study and who need career assistance (high school).
2. Provide answers to their questions
Find out all the exact questions that your audience has, then provide thorough, helpful responses that aid in decision-making.
Don’t make assumptions. Go into research to find out more about the primary problems your target audience is facing and provide a well-detailed answer.
3. Personalization
If you already know the person’s name, use it! Use the database’s data to personalize the contents by adding details like the name or interest, for instance:
“Hello [name], we know you’re interested in [finding the best bilingual primary school] for [your child’s name]. For that reason, we’re sharing this guide that discusses the fundamental requirements that any bilingual school must meet.”
Avoid selling whenever you need to interact with a potential customer and instead focus on building relationships that will benefit your potential customer’s interests.
PS: This works best when creating email marketing content or a direct message.
4. Smart content
Smart content (Smart Content) is a type that adjusts to the preferences of your visitors and aims to improve their experience while on your page. Its goal is to ensure that each visitor feels connected to the content and concludes, “Exactly what I needed.”
You can centre your decisions on the negotiation stage in which your contact is engaged, the lead’s current condition, known interests, the location from which they are accessing the site, etc.
5. Foster relationships and arouse emotions
After hearing about personalization and Smart Content, it should be clear how to establish connections and trigger emotions. In some countries, it is known as Inspire Marketing, and the goal is to trigger emotions that result in action.
It involves creating an emotional bond with your audience through content to pique their interest and encourage them to ask for a visit to the facility, a meeting with a career counsellor, or more information, even from actions that have little impact, like sharing your posts or blog articles, to the most desired, like a recommendation.
Knowing your goals and what drives you daily will help you achieve this goal and will help us decide what kind of downloadables to create, what to write about, what kind of images or gifs to develop, or what kind of videos to make.
6. Highlight your school’s unique selling points
Use the content to your advantage by emphasizing the features that will help your school stand out from the competition. For instance:
- Outstanding pupils who have won orations,
- Soccer medals from inter school competitions,
- If your swimming pool is semi-Olympic,
- The standard of after-school activities,
- Foreign teachers teaching other languages,
- Exchanges with schools and colleges abroad, etc.
7. Social Listening
It’s essential to pay attention to what others are saying about you on social media.
- What kind of complaints, if any, exist?
- What are the positive comments, if any?
Social networks today provide more open contact and closer brand relationships, frequently used to address questions and voice grievances. It also pays attention to the worries of students, parents, and the community at large in education.
Send any complaints to the appropriate departments, and make sure to respond right away.
8. Video Marketing
What could be a better reference than a satisfied customer? Be aware of testimonials in your content strategy; they are a powerful tool for persuading potential customers to choose you. We advise you to:
- Conduct brief conversations with exceptional students.
- Make a recording of the director or rector discussing the school’s advantages.
- Have a good number of happy parents.
- Tell the tale of a former student’s accomplishment after graduating from school.
- Create videos of the activities in the classroom and around the students.
- Instagram stories are an excellent method to share important information with younger audiences without overwhelming them.
9. Live Marketing
Use live broadcasts to communicate in real-time with potential customers and the student community as you adjust to new marketing trends and the way people consume content.
It creates wonderful experiences to plan an hour each week with a sales consultant (considering parents’ concerns) and instantaneously broadcast important school activities like the poetry contest, the football game’s awards ceremony, etc.
10. Influencer Marketing
Finding opinion leaders who can help your company connect more spontaneously and naturally is the basis of the influencer marketing strategy, which has been very popular in recent months.
Although there are numerous advantages to this, you must be highly cautious when assessing the values of a potential influencer of your school.
Rather than a well-known actress who regularly engages in gossip about celebrities despite having 20k followers, a suitable alternative might be a blogger with 9k followers who offers advice to single moms. It is more important to influence your buyer persona’s decision than to gain popularity. You can use students who are leaders (especially in higher education) or teachers who have been recognized for their outstanding work as educators. It’s time to start growing your enrollment.
Conclusion
Remember to track and assess the results of your actions to ascertain which ones have the most significant influence on your audience or to identify areas where they are falling short so that you may adjust or improve your plan as needed. With these 10 practical tips, you can create consistent, valuable and strategic content to increase enrollment on your school’s website.