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school marketing news

How social media advertising can help your school

Posted by Shelley Garcia-Webb

How social media advertising can help your schoolSchool marketers tend to be sceptical when it comes to investing in paid advertising on social media platforms. Having embraced the social media marketing trend, the leap to paid advertising still has a way to go in the education sector. After all, why pay for it when you can get it for free?

Marketing experts have already succeeded in demonstrating that social media is a great way to market your brand, increase enrolment leads and attract prospective families. But with social media platforms increasingly pushing toward a paid space model, pursuing paid advertising options on social media can help marketers increase their reach and attract prospects that would otherwise have been difficult to target.

Social media networks are redefining what it means to advertise on social media. Marketers have been forced to create quality content that adds value to the lives of their prospective buyers. The days of the banner ad are over.

So, here’s how social media advertising can help your school …

It is now easier than ever for schools to target their audience. Advertising content can be delivered based on gender, location, interests, company, role and more. This means that you can tailor your ads to specifically target your ideal prospective parent. Facebook, for example, has a number of ways in which you can target your audience.

  • Custom audience
    In Facebook you can create a custom audience that can be extracted from existing contact lists, website visitors or app activity. This is a great way of connecting with your existing prospective parents to promote specific offers or events happening at your school, such as Open Day.
  • Demographics
    Facebook offers additional targeting criteria that includes location (by country and/or state), age, gender, family status, education, and language.
  • Keywords
    Arguably the most important targeting category for your advertising is based on the interests of your audience. Here you are able to add in specific keywords that are related to your offer and directly address the concerns of your intended audience.

Social media advertising has the added benefit that you are able to assess the metrics of your advertising throughout the life of your campaign. This means that you can tweak ads based on the results that you are seeing and is critical to ensuring the long-term success of an advertising campaign.

Social media is relatively inexpensive when compared to traditional advertising costs. Not only are you able to pre-determine your total advertising spend, you can adjust the campaign according to results. If the campaign is too expensive for the results it is generating, you can stop the campaign after a few days. If one ad is underperforming, you can dedicate an increased budget to one of your more successful ads. This process also offers valuable insights into the preferences of your target audience and can help inform how you go about your other marketing activities.

It may take a little while for you to figure out what makes a successful social media advertising campaign for your target audience. There is a lot of trial and error involved … but that is the beauty of it. Once you’ve discovered what works for your school, social media advertising will produce great results.

Are you ready to play in the social media space? Download our free ebook to discover the key to developing compelling social media content. To learn more about how social media advertising can help your school or how to enhance exposure and awareness for your school, contact us for a complimentary consultation.

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This blog was written by Shelley Garcia-Webb

As a Senior Account Manager, Shelley oversees the corporate communications for a large portfolio of clients. She has a strong reputation as a dedicated marketing professional with a keen eye for detail. When she’s not writing creative copy or juggling multiple projects she can be found obsessing about food, dreaming about outdoor adventures and travel and dancing to live music … especially The Cat Empire.


Topics: Education, Social media, imageseven, Communication, Social media management, Marcom, Social media marketing, School marketing