If you’re a regular reader of our blog, you’ll know that blogging can be one of the most effective ways to attract new families to your school. Let’s face it, parents are much more educated about their child’s schooling options courtesy of all the information and reviews available online. In a study conducted by Group M Search, together with comScore, 86 percent of respondents indicated search engines are very important in their path to purchase. A further 58 percent of respondents indicated they start the buying process by searching Google or another search engine.
One of the most effective and most dependable ways to increase traffic to your website is to offer quality content to your prospective parents. In this case, quality content is judged by its relevance and usefulness to your target audience. More distribution channels for marketing messages (primarily driven by the addition of social media) means more publishing and greater competition for attention. Quality content is the most effective way to stand out from the rapidly growing publishing crowd.
The following quickfire summary from Hubspot, clearly explains how blogging quality content can translate to enrolments for your school …
Blogging drives traffic to your website: Every time you post a new blog, it increases the number of indexed pages on your website. That’s one more cue to Google and other search engines to check back with your website frequently to see what content you’ve been publishing.
Blogging helps convert traffic to leads: Each blog is an opportunity to generate a lead, by adding a call-to-action to every blog post. Calls-to-action are triggers that allow your prospective parent to convert from a stranger to a lead. A call-to-action could be anything from a copy of your school prospectus, register for a school tour, sign up for an enewsletter, or to register for an Information Morning/Open Day. Essentially, it is anything a parent would be willing to exchange their details for. Here’s how it works:
- Visitor comes to your website.
- Visitor sees call-to-action button with a free offer behind it.
- Visitor clicks call-to-action button and gets to a landing page, which contains a form for them to fill in with their information.
- Visitor fills out form, submits information, and receives the free offer.
Blogging helps establish authority: The best school blogs answer common questions prospective parents have. If you're consistently creating content that's helpful for your target parent, it will help establish you as an authority in their eyes. And unlike a Facebook page, a school blog is a platform you own and control.
Blogging delivers long-term benefits: The blog you post today will continue to keep working for you well into the future thanks to social media share buttons, emails and RSS feeds. And that’s why the content you write must be relevant. Ask yourself, ‘Will it become outdated quickly?’ Look to share information that will last for an extended period of time. Content with a long life expectancy will have long-term value and require less maintenance.
Here are some more blogs on inbound marketing which might be of interest to you.
To learn more about inbound marketing download this ebook: How inbound marketing can grow your school.
We know blogging and managing an inbound marketing program can be a daunting task, and simply finding the time to do it may be a challenge in itself. If you are ready to change the way you market your school, talk to us, we’d love to help.
This blog was written by Suzanne Willcock
Suzanne Willcock is a Senior Account Manager for imageseven. She is a professional services and education marketing specialist who happens to love copywriting and blogging. She is also particularly fond of interior design magazines and home renovation shows.