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!
How to do digital marketing planning
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 – 50% of internet users prefer audiovisual content compared to other types of communication. (Hubspot)
- 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.
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.
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.
Portugal