Building an educational branding takes time and is not just dependent on your marketing efforts. What determines your brand is the perception people have of it, especially your students.
And when we talk about perception, we deal directly with subjective issues, after all, what is good for one, is not for another. In this sense, we need to work brand communication precisely thinking about establishing deeper connections with the public in question.
When a person feels emotionally connected to their institution, the purchase decision is reaffirmed. And so, you are guaranteed success.
Check out some branding and optimization practices in this post:
- Applying educational branding to your institution
- Adopting content optimization practices
- Keywords (KW)
- UX (User Experience)
- What do educational branding and content optimization have in common?
Each of these topics (branding and optimization) are important allies for your Institution and, combined, work as a “task force” to increase your uptake and conversion.
Applying educational branding to your institution
Teaching is an intangible value. For some, studying is a pleasure and an essential element for personal and professional development. For others, a necessary effort.
In other words, each student has a reason to be at your institution, which requires the application of more than one brand building strategy.
More than this: branding education presupposes a deep knowledge about the purpose of your institution and also about your target audience. Knowing for whom your educational marketing efforts are targeted contributes to improving the assertiveness of actions and generating better results.
Secondly, it is necessary to determine how the institution can generate value for the public in question. If we are talking about young people just out of high school, a college must promise a promising future and a unique academic experience.
On the other hand, if the public is made up of professionals already established in the market, issues such as employability, practical training and applied to the market are of immeasurable value.
It is for this reason that the alignment between your institution's identity and the profile of the targeted students is essential. From this identification, it is possible to attract more engaged students, who value your value offer.
There is no point in promising innovation, internships in the best companies in the country, if what your audience expects is a quick placement in the job market, career maintenance and professional updating, as the age group no longer allows participation in internships.
It is necessary to emphasize the unique attributes of your brand, make clear what your institutional mission and vision are, and then make sure that the market also notices them.
Adopting content optimization practices
Content optimization is something that should be part of your Institution's marketing routine and there are several techniques for you to start applying to your routine. Here, we will present 2 of them: use of keywords, inserted in the concept of SEO and UX.
SEO (Search Engine Optimization), or optimization for search engines, is a set of tools that help you improve your positioning and ranking in search engines and increase the amount of access and visitors to your pages.
The use of keywords, also known as keywords (KW), is a very important SEO technique in this optimization process, as they are the main terms used in the search for a subject. They are the main criterion of search pages.
Assigning keywords increases your chance of ranking better on Google, for example, leaving your content with good traffic. You need to do research on which keywords you want to highlight in your content so that visitors are directed to your site.
The better the use of keywords, the greater the chance that your content will appear right away on search engines and the greater the chance that users will find your institution's website or blog.
It is worth remembering that the concept of keywords can also be applied to social networks. The right hashtags, for example, help your user to find content in a search within the media he is accessing.
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UX (User Experience)
User Experience, or UX, is a set of techniques so that you can deliver your content in the way that most pleases your visitor, lead or student.
The idea of UX is that each person who accesses its contents has a simplified, pleasant and self-explanatory experience, without the need for a lot of searching to find what they need. Improving user experience is to give the feeling that your institution knows exactly what your visitors need.
Thinking about content optimization, improving the UX is bringing content that is really relevant to your personas and their potential students.
What does that mean? Well, it is necessary to strategize not only what will be passed on (that is, the content itself), but also the formats used and how to make them available on your website, blog or social networks.
All variables apply here, not just the quality of your content. If it is in text, think about the colors of your website or blog, the text formatting, the font.
If it's on video, think about the best way to present it.
Animation? Video class style? More formal? More informal? If it's audio, podcast on any platform? Or a page on your website?
Regardless of your choices, the big point here is for you to become a pleasant memory and a constant visit to your leads. The better the experience, the greater their satisfaction and engagement with your brand.
What do educational branding and content optimization have in common?
Much of the brand building of an educational institution is done with online educational marketing actions. We cannot do without this medium as one of the most important in building relationships with our priority public.
Creating a reputation for your Institution should be among your main educational marketing strategies. Therefore, optimization is so important and must always be connected with your branding.
And in this scenario, User Experience (UX) is very important. Pleasing your target audience helps build the reputation your brand needs. The more satisfied your personas are with what is being offered, the greater the chances of conversion and organic promotion of your Institution.
In this context, search engines are essential to connect brands and the public. And they work based on keywords, correct?
This is where content optimization comes in as a strategy to connect your brand to the right audience. By making the correct selection of keywords, it is possible to optimize the entire content of the website, blog, social networks, landing pages, sponsored links, among other pieces of communication.
And more: with this strategy, it is possible to position your brand against the competition, show your differentials and attract more and more people interested in studying at your institution.
Quality, trust, credibility and reputation are only perceived and built from the moment you communicate your values in an adequate and practical way on a daily basis at your institution, generating positive perceptions on the part of your students.
Curious to know if the results of educational branding and content optimization are really worth the effort? Connect with us and check out our cases!