Congratulations, you survived 2016! It can seem that the marketing landscape changes in the blink of an eye, so it’s important to stay ahead of the education game to ensure you don’t fall behind your competition.
Below, you will find your 2017 marketing survival guide. Here are the top 5 marketing practices we recommend focusing on in the coming year:
1. Grow your content marketing
Content marketing involves the regular creation and distribution of high quality and relevant content, with the aim of gaining loyalty and business from your target market. It encompasses blogs, podcasts, video, social media and e-books. Content marketing will continue to grow in 2017, so continue creating great content! To learn more about content marketing, read our blog: 'How to generate great content for your school'.
2. Embrace video and visual marketing
According to xoombi, 93% of communication is visual, and people process visuals 60,000 times faster than text. Visual marketing can include video content, presentations, memes, gifs and infographics. We have watched the use of video and visual content increase over 2016 and there are guaranteed to be further advances in 2017. To learn how to introduce visual content marketing into your school, read our blog: ‘Where to start with visual content marketing for your school’.
3. Personalise your buyer’s experience
Parents don’t appreciate being treated like they are just another number. The level of personalisation in their buying experience can be the deciding factor between your school and your competitors. You can easily personalise their experience through simple actions, such as including names and information tailored to their child in a personalised letter when mailing out a prospectus pack. If you want to dive deeper and personalise at a high level, there are many advanced tools available. These tools assist in identifying consumer demographics and behaviours, helping you to personalise and tailor your communication to individuals.
4. Automate your marketing
Marketing automation has become increasingly popular over the past few years. With its many benefits, it’s easy to see why. Marketing automation, when implemented correctly, allows you to use less time on repetitive, time-consuming tasks. You are able to be more specific with your targeting and can nurture leads with ease. To learn if marketing automation is right for your school, listen to our podcast: ‘Work smarter with marketing automation’.
5. Native advertising
Native advertising involves paying for placement on platforms such as social media. The content should be relevant and highly targeted at a particular audience. The advertisement is delivered in a way where it does not appear to be an interruption to the user experience. Native advertising is a great way to distribute and promote content to your audience. It is sure to become even more popular and common in 2017.
It is possible that you might already be doing all of the above. If so, great work! Keep growing in each area and be sure to step back and analyse your efforts to check that you are achieving the results you were aiming for. If you are not currently doing any of the above, or only a couple of them, don’t be concerned. Start with one or two practices that you feel would benefit your school, and focus on these until you feel comfortable with them.
If you need a hand with your 2017 marketing strategy, or would like to pick our brains about which practices to focus on, contact us for a complimentary consultation.
This blog was written by Caitlin Quartermaine
Caitlin has a background in project coordination and brand management in the areas of professional services and education. In her free time, Caitlin enjoys watching live music and spending time with friends and family.