Educational Marketing – Educational marketing is the application of the basic principles of marketing to academic centres. It is to maintain current students and increase the entry of new students in the short, medium and long term.
Likewise, this aims to add value to its students, teachers, parents and the environment in general.
To use this type of marketing, institutions must conduct social studies to set the appropriate strategies.
Many of the new marketing strategies have a lot of potential in the education industry. And it is that with these tools, the institutions can:
- Diagnose your current situation.
- Discover your strengths and weaknesses.
- Understanding the universe of students.
- Improve communication and daily operations.
- Create an impact of good reputation inside and outside the community.
In addition, educational marketing offers the possibility of projecting the quality of the academic proposal in a global and much more effective way. It, above all, with a view to new students joining the institution.
This type of marketing has been evolving, and today it is taking advantage of what is known as inbound marketing. And it is that this methodology falls like a glove for this type of business.
Therefore inbound marketing combines advertising and marketing techniques but not in an intrusive way. This way captures potential customers starting their purchase process and guides them towards the final conversion.
The methodology developed by inbound marketing works with 4 stages:
Its purpose is to attract as much traffic as possible to a website, blog or digital platform. Users can attract by applying various marketing techniques, such as:
- Content Marketing (Blogging)
- Development of a Social Networks strategy.
- Paid search engine ads
- The SEO On Page.
In this stage, techniques are used to convert the visits received by a web portal into records for the database of a company, in this case of the educational institution.
Thus, to achieve the goal of conversion, exciting personalize content can be offered to the user, which you can download in exchange for completing a form.
Among the formats you can offer to achieve conversions are:
- Webinars or virtual conferences.
- Checklists or editable templates.
This stage aims to qualify and mature the leads, make them become customers, and gain their loyalty. Therefore, the objective of this stage is to transform sales opportunities into successful purchases.
Among the actions that can carry out is Lead Nurturing, which is based on email flows according to the type of potential client. For example, automated information is sent to you via email according to your needs, interests, and stage.
At this stage, it is about converting customers into promoters of the products and services offered by a company. In the case of educational institutions, it is a question of retaining the loyalty of students and their families to the institution’s community so that they are the best promoters of it.
For this stage, several platforms or techniques use Social Media, Email Marketing, Blogging, WhatsApp Messaging, etc.
What is Educational Marketing For?
Educational marketing designs strategies that go beyond promoting the educational services of an institution; Well, he tries to educate and guide.
Therefore, it is responsible for maintaining an adequate interaction with the public. In this sense, the analysis of the behaviour of each Buyer Persona is essential, taking into account what they are looking for, their desires and needs.
How to apply Digital Marketing in the Educational sector
Currently, marketing strategies for educational institutions have become increasingly competitive due to the challenge that this sector represents.
To start applying Inbound Marketing in the educational sector, try to address these aspects:
- Make sure you have an optimized website: This means that your website must have the right content and optimize for search engines so that potential students can find you.
Also, share student testimonials – Testimonials are always an effective way to show potential clients why they should choose your institution.
To do this, you can record the testimony of a pleased student talking about the qualities of the educational centre. You can also make a video where a former student comments on his experience and how it has benefited him in the workplace.
It is also convenient to make videos of the institution, its activities and environment. It is proven that the impact generated by videos is more significant than that of photographs or texts, and even more if we talk about the educational sector.
- Maintain interaction with students on Social Networks: currently, millions of people use social networks, especially young people. That has made them mandatory channels to strengthen the relationship between the educational institution and students.