Covid 19 halted the school dynamics of previous years, making homeschooling fashionable, and today, after almost a year, we continue to adapt. Each school adopted its policies and is ready for the new school year. In this process of attracting more students and keeping current ones, digital marketing plays an important role in transmitting the institution’s culture and addressing the doubts that parents have.
It is time to be present and tell everything we have done as an educational institution to adapt to the needs of our students and their parents. Today, parents are not only looking for academic excellence, but now questions are beginning to arise related to the alternating modality, biosecurity measures, implemented digital platforms and others, and it is there, where, with a well-structured inbound marketing strategy, you will achieve:
- Be in the search engines that parents use to respond to your requests.
- To understand the doubts and concerns of parents in the different phases of research they go through, in order to attract them with the information they need.
- Interact with them in a timely manner when they reach you, whether by email, social networks, instant messaging apps or others.
- Offer ongoing value. One of your goals should be to maintain ongoing contact with parents, beyond their relationship with the teacher. There is nothing better than a promoter, someone who speaks well of you.
How do I achieve this?
To be present in the journey that your potential client takes to become a member of your institution, as a parent or student, you must:
- Identify the search terms used by your target audience: thinking that the client does not know your school will allow you to reach more people, by relating your content to general searches such as “Bilingual schools in Bucaramanga”, for example.
- After identifying the most used search terms, create content that matches these terms and includes keywords. This will help you gain positioning in the Google search engine and appear in your audience’s searches.
- Don’t neglect your website. Having social media is important, but it’s not everything. A website generates trust and, most importantly, helps us create a community.
- Create a community where your “clients,” parents and children, can talk about their school, give their opinion, tell others about their experience, and help you win over those who don’t know you yet. Move the heartstrings.
- Create a culture where teachers, students, parents, and administrative staff can digitally express their love for the institution.
- Align your communication strategy across all channels. Rather than just uploading photos and videos on social media, manage them based on a clear strategy of experiences that allow you to win over and attract those who have not yet had the good fortune to set foot in your school.
The key is not to be intrusive, but to be present. From there on, depending on your audience, their preferred social network, their digital habits and their needs, you will determine if you want your future students and their parents to read about you through blogs, see you on YouTube, follow your reels, among many other things.
