According to Hubspot, 85 percent of buyer decisions are made online before any human interaction or engagement.
Buyer behaviours are changing and we need to adapt to meet the demand. If prospective parents are searching online, you need to invest in a strong online presence in order to get found by those who are looking.
This investment doesn’t necessarily have to equate to dollars either. Generating powerful content that addresses the concerns of your prospective parents need only cost the time it takes you to create it.
But developing effective content is a skill. Here are our top tips for creating content that delivers results:
- Position your school as a voice of authority – ninety percent of prospects are researching, not buying. It’s important to gain the trust of your prospective parents by positioning yourself as an authority on education matters. Don’t be afraid to have an opinion.
- Know your audience – understand their concerns and behaviours and then serve up messages relevant to their interests. Create content that answers some of your common enrolment questions and plan blog topics with key school calendar events. The most effective content is solution content – it’s about creating the right content at the right time. Jupiter Research found that emails that were relevant to the needs and interests of the recipient drove 18 times more revenue than generalised emails.
- Consider the medium – content isn’t simply about blogs or websites. There is a whole range of tools available (videos, social media, infographics, podcasts).
- Make it search friendly – write with keywords in mind. Consider the questions or keywords your prospective parents might use when searching on Google. Include these keywords in your blog titles, website pages and headlines and embed them in the meta data. Long-tail keywords (whole phrases or questions) are more effective. The more information you include in your keywords, the more likely it is that you will get found.
- Frequency – you’ll have a greater chance of getting noticed with every blog post, email, podcast or video that you create. Each time you publish content online you increase the opportunity to build awareness of your school and gain the trust of your prospective parents.
- Distribution matters – share your posts and invite others to do the same; invite guest bloggers to write for your site; feature and have an opinion on external sites. All of these combine to raise your profile and increase your sphere of influence.
- Demonstrate the value of your product – use case studies, testimonials and reviews to nurture prospective parents through the buying process. Demonstrating your value will build the trust that will result in a prospect becoming an enrolment lead.
- Call to action – if you don’t invite your prospective parents to take action (sign up to your school newsletter, download your prospectus, register for a school tour) you will miss a key opportunity to convert a prospective parent to an enrolment lead.
It’s not about writing deliberate sales messages that talk specifically about your school. It’s not about selling a product when a prospect isn’t ready to buy. Developing effective content is about offering valuable information that attracts, engages and delights strangers to becoming leads.
The best way to convert strangers into prospective parents is through inbound marketing. Inbound marketing helps your school get found by people who are looking.
Inbound marketing allows you to lower your cost per lead by up to 60 percent, meaning better results for less money.
Here are some more blogs on inbound marketing which might be of interest to you.
You can learn more about Inbound Marketing by downloading our free ebook: How inbound marketing can grow your school.
If you need help writing content that gets noticed, register for a complimentary 20-minute consultation. We have a whole team of professional writers on hand to help you achieve your marketing goals.
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.