Attracting students has become a challenge for educational institutions, as there are countless people spread across the country trying to create some type of connection with their target audience.
It is in this scenario that educational institutions have been investing in digital marketing strategies. One EDUtrends research: Marketing Panorama in the Education Market revealed that 81.3% of educational institutions invest in digital marketing.
However, putting together an ideal digital marketing plan for an educational institution is not an easy task. Therefore, the 4RevOps prepared tips for your educational institution to stand out in the educational market. Check out!
What is Digital Marketing?
“Satisfying customers is no longer enough: we need to delight them”– Philip Kotler.
Based on this phrase from one of the greatest references in Marketing, we describe Digital Marketing as a set of strategies, developed in the online environment, which aims to promote and contribute to the construction of the brand and its products in the face of a target Audience.
However, it is no longer enough to satisfy customers or students. In the case of educational institutions, it is necessary to delight them with something that adds value.
And how can Digital Marketing help? With personalized campaigns, released at the right time and focused on the interests of the target audience.
SEE TOO:
- What are personas and how do they help increase sales?
- UX writing: the importance of customer experience;
- What is lead nurturing and how does it help capture?
How to do digital marketing planning
Digital marketing planning at an educational institution is a guide for executing strategic campaigns. An effective digital marketing plan depends on actions that can be decisive in results. See some tips.
Plan and define objectives
Digital marketing revolves around actions and also a constant analysis of results. Therefore, it is essential that the educational institution chooses priorities and evaluates throughout the campaigns whether it is producing results.
At this initial moment, it is possible to build personas, define the best communication channels (social media, SMS, messaging apps, website and email, for example) and apply targeted content marketing.
According to Sebrae, 25% of companies close due to lack of planning, which demonstrates the negative impacts of those who do not plan.
Build the persona
Segmenting your institution's audience correctly is decisive in digital marketing planning. It is impossible for any marketing action to work if you don't know exactly who to direct it to.
For this it is necessary to build a person based on the student's habits, interests, lifestyle and demographic and psychographic data.
Define the best advertising channels
Before investing the educational institution's money in a single strategy, it is necessary to know where your audience is and the best way to reach them. Below we have selected some advertising channels:
- Social Media Marketing – The content conversion rate is 4.5% higher than on other channels. (Sprout Social)
- Email Marketing – Segmented content is 75% more likely to reach the public. (MailChimp)
- Video Marketing – 68% of consumers prefer short videos to learn about a new product or service, highlighting the effectiveness of this format in communicating with the public.
- Content marketing on blogs– Those who produce blog content are 13 times more likely to achieve a positive ROI. (HubSpot)
Produce targeted content
Strategies based on content marketing receive up to three times more leads compared to paid advertising. That's why designing a strategy based on relevant and attractive content for your target audience makes all the difference in the effectiveness of digital marketing.
All content must be based on what your audience wants, thus increasing the possibility of engaging students and gaining more enrollments. Learn more about the importance of content marketing in the blog da 4RevOps.
Caption: Data analysis is essential to design efficient digital marketing strategies in the education sector.
Create an action schedule
The educational institution's action schedule, in digital marketing planning, is essential for teams not to get lost in campaigns.
Through it, it is possible to create a process flow that allows measuring results and making corrections within campaigns. In other words, all digital marketing actions and investments will be measurable, whether Adwords campaigns, SEO, Social Networks, Mobile Marketing or Inbound Marketing.
Summary: Student recruitment requires strategic digital planning. Defining personas, choosing the right channels, and creating relevant content are key steps. With well-structured schedules and data analysis, institutions can increase visibility, drive engagement, and boost enrollments through personalized campaigns.
Did you like the tips? If you need help with 4RevOps has a team ready to serve you and with expertise in the educational market.
The right strategy to attract more students with digital marketing
Why is digital marketing essential for educational institutions?
Because it enables real connections with the target audience through strategic channels and personalized content. This boosts visibility, engagement, and student enrollment.
What should a digital marketing plan include?
Clear goals, a deep understanding of your persona, the right channels, and relevant content. A solid plan helps focus efforts and maximize campaign performance.
How do you build an effective persona in education?
By using real data on habits, interests, lifestyle, and demographics. This allows your institution to tailor its approach and improve communication effectiveness.
Which channels work best to attract students?
Social media, email marketing, blogs, and short videos are top performers in the education market, with higher engagement and conversion rates, according to HubSpot, Sprout Social, and MailChimp.
Why is an action calendar important for digital campaigns?
A calendar keeps marketing actions organized, prevents delays, allows timely adjustments, and ensures that every step is aligned with strategic goals.
Portugal