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Googled yourself? How to use brand insight to your school's advantage

Posted by Sarah Millinson

Googled yourself? How to use brand insight to your school’s advantageWhat results pop up when you type your school’s name into Google? If you’ve optimised your SEO, the first result should be your website, followed by other content you’ve generated such as blogs or social media posts. What conversations are taking place online about your school? Are you engaging in and driving the conversation? Have a well-considered SEO and content strategy to improve your Google ranking and ultimately direct people straight to your content.

How to get insight into your school’s brand

  1. Invite conversation and engagement with your school using questions and surveys to develop understanding. You can analyse the conversations, thoughts and views to give insight into your school’s brand. Are there review websites related to your industry you can check out (e.g. Rate My Teachers)? What are individuals candidly saying about your school?

  2. Use social media analytics to review your activity and engagement on blogs, Facebook and Twitter. You can track impressions, likes, link clicks and so much more. Review analytics for your website, what pages are popular? How much traffic are you generating? How well are you ranking on Google?

    This will unveil what your audience is most interested in so that you can implement this further and avoid content that’s not generating the best results. Be quick to assess what’s working and what’s not, to keep increasing your SEO.

  3. Monitor the news, keep up-to-date with your competitors and watch what they are up to. How is this being received? Is it a tactic to employ in your own efforts or avoid at all costs? Research your market — keep informed on parents’ and students’ buying habits and trends to ensure you are meeting their needs and wants. This will impact how they view you – are you ahead of the game? Niche? Old-fashioned?
How to use it for your advantage

  1. Be attentive to what the school community are saying about your brand. Use answers from surveys and assess engagement to steer your future activity. Tailor your messaging to how you want to be perceived. What makes your school offering unique and how else can you add value? Storytelling, regular activity and attention-grabbing posts will draw audiences to your content and help build relationships with your school brand.

  2. Use analytics to decipher what works best. This will help to perfect your content, topics and messaging. Employ methods, style or channels that are popular and provoke positive reactions from your audience. Think outside the box in how you convey your messaging and what you want the audience to think and feel.

    Your website needs to sing! If you’ve optimised it for SEO then it will be the first place where Google will direct users. It needs to intrigue, educate and ‘wow’ your audience. Review your content to ensure messaging will drive traffic to the site and rank high in searches.

  3. Use research from your competitors and the market to keep up-to-date. Is your school’s offering particularly relevant? Follow the trends and climate of the market, and re-position yourself accordingly with your messaging. Continually seek to raise school brand awareness and improve school brand perceptions. Avoid replicating what others are doing and be unique.

There’s a lot of advice out there suggesting what you should and shouldn’t do. Sometimes it’s hard to know what’s worth listening to. Insights about your school brand will always be of value, so it’s important to focus your efforts here. Use these insights to your advantage and help build engagement with your school.

Want to learn how to communicate your school’s message more effectively? Then check out our Message Architecture Program (MAP) ebook:

Message architecture program summary

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This blog was written by Sarah Millinson

Sarah is an Account Manager at imageseven and a Marketing Communications professional originally from the UK. When she isn’t writing blogs or providing marketing support to her clients you can find her baking, running, hanging out with friends or planning her next travelling adventure.

 

Topics: Social media, Website, imageseven, SEO, Branding, Communication, Strategy, Positioning, Marcom, Social media marketing, Content marketing, School marketing, Google Analytics