Digital marketing has become a catchphrase of the past decade. But really, what is it and how can we leverage the latest trends to help elevate a school’s brand? Essentially, digital marketing encompasses any form of marketing activity executed via electronic means. We live in an age so heavily dependent on technology; for entertainment, information and transactions. This shift in buyer behaviour makes digital marketing a key tool for schools looking to get found when your prospects are looking.
Want to know more about this year’s latest digital marketing trends? Our snapshot will give you some tips on how to maximise digital marketing in your school.
- Content Creation
Create content that is relevant to parents and reaches them in a timely manner. Gone are the days when it was satisfactory to communicate via scrunched up notes in the kids’ backpacks. Parents are demanding to be involved in their children’s education. They want to know that their children are in capable hands; experts in the field. Enewsletters are an excellent vehicle to showcase this — regular messages from the Principal or other school leadership figures can go a long way to demonstrate your school is invested and dedicated to the education of each student in your care.
According to Deloitte research, Australia is the sixth most concentrated smartphone market in the world. And this year we have seen an increasing prevalence that has changed the way we market education. Rather than merely including mobile optimisation as a supplement to an existing marketing strategy, mobilisation should have its own dedicated strategic communication plan. The reason being, mobile use is edging towards overtaking desktop use as the primary form of viewing online content. This is particularly true for time poor parents who have to juggle work and family.
- Big Data
There is a wealth of data available on the internet. School websites and even Facebook can capture an abundance of detailed data on your visitors and their activity. By harnessing this information and using it to target and personalise your school’s offerings, you can drastically improve traffic and generate leads from your online platforms. To do so, we recommend tools such as Google Analytics and HubSpot.
While these trends can impact marketing activities greatly, a marketing plan needs to be integrated and not just observed on a digital scale. When planning your school’s marketing, the offline and online applications must be strategically connected in order to provide an experience that is engaging for past, present and prospective parents.
Resources to help you integrate digital into your marketing strategy
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This blog was written by Delora Chi
As a Marcom Support Specialist at imageseven, Delora works closely with clients to action the marketing and communication strategies required to see their vision come to life. In her free time, Delora spends her time discovering new dessert places to indulge her sweet tooth.