Digital Marketing For Schools

Educational institutions, of all types and sizes, share two common objectives: to attract students  and launch new programs, regardless of whether budgets and resources are limited. This creates an immediate need to make better use of what is available and to become proactive in those channels with lower cost and greater impact.

Which means that today they need to become extremely efficient in digital school marketing .

Each resource in the enrollment arsenal must be optimized to attract prospects and convert them. Whether it is the website, social networks, newsletter or content, each tool should work as well as possible, before new investment channels are added.

When we talk about conversion marketing focused on schools, we mean that a conversion can be a prospect that:

  • Filled out a query form
  • Completed a request
  • Attended an orientation event
  • Opened a promotional email
  • Contacted an advisor

That is to say, any action of these can lead to achieve the specific end goal of a registration.

How to improve the conversion for my school using digital marketing?

How to do digital marketing for schools ?

There are four basic steps:

  • Do an audit of your website (conversion, usability, mobile)
  • Use social networks for conversion
  • Measure and improve actions
  • Be proactive in monitoring

1. Do an audit of your website

Making an honest assessment of your website’s general health, content and ease of use is the first stop on the way to better conversion rates. Think of your website as the gateway to future students.


Your site needs to respond to users, four key questions quickly on any program, certificate or course that offers:

  1. How much will it cost?
  2. How much time will it take?
  3. What will I get?
  4. Why is it convenient for me and not another school?

Having these details together with an easy to find form to request more information, is to take the most important step in the structuring of your website. See how IEBS promotes its courses. They are exhaustive in the way they present information, expose competitive advantages and also offer downloadable materials in exchange for the interested party’s mail.

Contents in digital marketing for schools:

The second step is to know if your site is appearing in search results with appropriate keywords. Suppose you are a high school located in Guadalajara. Did you ever see what happens on Google when someone searches for “the best secondary schools in Guadalajara”? This search, like many others, is what your potential customers do, and if your school does not appear in the response lists, your chances of being contacted will decrease considerably.

You must evaluate your site’s ability to appear in Google results when your users try to find programs and institutions. It’s not about appearing if you google your name. Nobody does that! It’s about appearing when you google questions and needs .

You will only be able to appear in the search results by having a content section inside your site and publishing constantly and consistently. This is what we call content marketing for schools . The attraction of students through the publication of useful and relevant content that attracts prospects until they become customers.

If your educational institution is not showing up in Google results, you must generate that content to make sure it starts happening. It can be a section with useful articles for parents (in the case of kinder or primary) or even a blog for university students  with current and relevant information on topics of interest. Watch how UNITEC manages your blog and have content of interest to students, not promotional content.

Marketing for schools:

As you gain experience, you will understand that the contents for a school can have many formats and channels. However, it is necessary to take a first step. Do not pretend to fly before walking. Open that blog or section first.

Mobile usability:

The third point in a site review is to remember that your site must be mobile friendly. It should look perfect when it is displayed on a cell phone; execute impeccably and be built with the best usability practices . Accessibility, clear navigation, loading times and compatibility between browsers are critical factors for the technical health of the site and will have a direct impact on your conversions.

2. Social impulse for the conversion:

Social networks for schools  are a fundamental tool to show your brand, your personality and your unique content to future students. Most schools take advantage of tools such as Facebook and YouTube to share updates on activities, programs and events. Not bad, but …

Consider how you can use them to provide rich information to those who reach them, not only about the offers of your program, but also about the experiences of other students, of what makes the institution unique. Social networks are not mere channels of information, they also work a lot with emotion .

Imagine a student looking for a high school; he knows that the hard info will be found on the website, but he looks for the networks to know the reality behind it. What is life like in his second home? You must provide that and then think what next step will give.

Make sure you put a structure around how you are going to take this follower or prospect to an action. For example: imagine that you post a video on Facebook Did you know that with the new ad tools , after a user saw the video, you can later make reminders of your institution appear on your wall? What if they read it? Do you invite to register for an event or subscribe to a newsletter? This is using Facebook for schools … this is doing digital marketing for your educational institution.

How to do marketing for schools:

Set your social media goals as one of the key performance indicators. Set a manual to describe how you will communicate through social networks. Be sure to take advantage of the statistics of the networks themselves and other social managers to measure and refine your approach.

You can consider HootSuite,, Google Analytics, among others. Treat social media like any other important component in the management of school marketing. They are not just the pretty face of the institution where you post pictures of students and send notices.

3. Measure and improve digital marketing for schools

With that, we want to say that if you have a good visibility of what is happening through your inscription funnel, you can see where things do not work as planned.

When you improve the visibility of the data, you can diagnose and proactively resolve the conversion problems. That is one of the reasons why we consider analysis and tracking an integral component of conversion marketing.

If schools can not see that they have a problem, then they will not know how to fix it. Some of the key metrics to watch closely are:

  1. How much traffic are my digital efforts taking?
  2. How many visitors are becoming leads (leaving your data)?
  3. How many leads end the process after giving them a personalized follow-up?

By being able to identify this in the enrollment funnel, it is much easier to approach problems proactively and these small adjustments can really help increase enrollment.

4. Be proactive in following up

Once you have a conversion, that does not mean you have finished the game. Your first exchange with a potential student is just the beginning. The consolidation of prospects is a complex process. When a prospect has left their data, it is time to be proactive and contact them.

Look at this newsletter from the European University that is sent to prospects who have already left their mail, offering an additional discount.

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