Marketing has always played a key role when it comes to the education sector. A couple of years ago, it was easy to spot tons of ads spreaded on billboards, banners, flyers and in many other analogic medias. Enrollment in courses, schools or universities were taken in person. With the internet boom, that has changed. Nowadays it’s easier to find an Open and Distance Learning (ODL) and so, enrolling has become very accessible through the websites of the institutions or even by the institutions’ apps. So, how to apply marketing skills correctly for the educational field?
Previously, the contact was made by word-of-mouth marketing, but then it has become click-by-click, converting each interaction into newly enrolled students. Let’s analyze how the digital marketing is positively impacting the educational environment and how it’s possible to get closer to the target audience, producing quality content through proper language and media.
“ODL” is the first step
According to Veja, about 1.5 million Brazilians opt for Distance Learning in Brazil. These numbers are high and make sense within the current configuration: people of diverse ages are increasingly connected to the internet. Today, it would be almost impossible to find an institution that does not have its own website, with an environment for online learning. One example is the Coursera platform, which offers courses from institutions from around the world, including the prestigious Ivy-League.
Inbound Marketing and Good Content
Attract, engage and convert: these are the pillars of Inbound, which aims to consolidate brands. Through relevant content, educational institutions can define the strategies and goals that outline the consumer’s journey. Along with the sales funnel, companies can then offer these potential students what they are looking for.
Faced with the vastness of digital formats, when we think of education, it is even easier to explore various types of classes, whether for undergraduate students, courses such as music, arts and cooking, as well as Pre-College and High School courses. This way, marketing for education is done from the top of your funnel, addressing to your target audience.
By creating quality content and directing it to the most compatible media, your brand can anticipate the needs of the target audience. In this way, addressing an existing need will make the customer return and eventually become an active consumer of your product.
Customer experience is what really matters
The process of attracting and retaining the consumer is intertwined with the experience your company provides for them. Through a strategic definition of the persona as well as the customer journey, tied to the content produced, this is perfectly possible.
First, you need to understand who your student is so the most appropriate language is put into practice and your content is absorbed. A benefit of understanding your target audience is that your company will be able to improve the services offered, increasing sales, resulting in a loyalty process between student and institution. In addition, the brand strengthens itself. Thus, marketing for education does not only achieve the goal of reaching new students, but also enhance the institution’s reputation.
When a user is satisfied with the product that he/she has purchased, they naturally become brand ambassadors and often come to disseminate the qualities and reasons that made them choose such an institution, reinforcing a positive image. Such testimonials can even be shared in the company’s campaigns, generating even more proximity, both with those who already are a customer or with future students who would like to be in the same position.
Strategic Planning and Marketing for Education
Defining the channels on which your content will be distributed is a super important step within branding strategies for your educational institution. The process of attracting and later enhancing a loyalty dynamic is intrinsic to how such content reaches your audience.
Find below some of the available platforms:
- E-mail Marketing
- Landing page
And how is it possible to choose the proper media? Based on what kind of material you have or would like to offer to your current and future students, either it’s in a blog or trough photograph or videos.
Just don’t forget to choose well the themes you’re going to talk about to your audience. You must be seen as an expert of these topics and address them with confidence. It will generate a positive image for your brand.
In addition, as noted at the beginning of the text, a big part of the population is connected to the Internet, which means as wider and complete your content is in the digital environment, the greater the conversion will be.