You’ve already been beaten over the head about the importance of saying ‘no’ yet we rarely apply it outside our immediate circle.
Are you truly able to say no to the newest / hottest marketing strategy?
Many aren’t (school leaders tend to be drawn to the new in the hopes that they may find something better, faster, or more efficient).
I see schools jump from marketing tactic to marketing tactic and prematurely shift strategies all the time.
At best its chasing two rabbits and at worst its shiny object syndrome.
Neither ends well.
The best solutions are generally the simplest ones (like making it easy for parents to leave 4 and 5 star testimonials on review sites).
Very little glamour… just consistent and predictable results that pay off incredibly huge in the longer term.
It’s so easy to say your school is the best (even easier when you don’t specify what you’re the best at specifically).
What’s not easy is getting others to say your school is the best.
That’s why parents trust Google reviews, Facebook reviews, private school review sites, etc.
FYI, over 70% of parents said online reviews played a huge part in their decision to visit a school for potential enrollment and would choose a school with many good reviews over one with less good reviews.
That number was even higher for younger children (95% of preschool parents said they wouldn’t trust a preschool that didn’t have good reviews and most saw having few reviews as not very trustworthy).
Instead of saying how great your school is, which no one really believes it when you’re saying it about yourself, make it easy for others to say it for you.
PS: There’s an amazing tool for schools to collect and promote 4 and 5-star reviews on Google and Facebook right here.
For school administrators and marketers, audiences can be broken up into two chunks.
It’s easiest to think of them as qualified families that are actively looking for a school and qualified families passively looking for a school.
Facebook is great at getting you in front of the passive group inexpensively but in this post we’re going to talk about being where the active searchers are. Google.
You can do PPC (which is where your school bids on keywords then pays each time someone clicks your ad and goes to your website), which I recommend, and you can also get your school’s website to rank organically (FREE).
Here are 7 easy ways to do the latter:
- Create helpful content that prospective parents will want to read and share (if you need help writing blog posts, click here)
- Figure out what keywords prospective parents are using to find schools like yours and use them in your website copy and blog posts
- Figure out what keywords prospective parents are already using to find YOUR school and create more helpful content around those keywords (you can find these keywords in your Google Analytics dashboard)
- Optimize your school’s web page titles and meta descriptions (more information here)
- Get your webmaster / developer to update your web page URLS so instead of looking like yourschool.com/?id=123 it looks like yourschool.com/about-our-christian-high-school/
- Extend new blog post reach by sharing on Facebook and “boosting it” to people in your community that haven’t liked your Facebook page yet
- Register your school on Google Maps so it shows up on local searches (if you’re having lots of trouble ranking for local searches or you’ve got lots of competition, read this)