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3keys

The 3 Keys To A Successful School Marketing Campaign

Having worked with schools and universities for some time, there has been a consistent basis of techniques that I use over and over again that works far better than any other method.

The problem for marketing managers is that implementing these techniques on their own can be quite technically daunting.  (I’ll tell you how to overcome that below)

As you know, the online world of digital technology is constantly changing. Keeping up with the changes can be difficult at best.  Most schools struggle to implement effective online marketing techniques simply because they “don’t know what they don’t know”.

What I’m going to give you now is the basis for almost every marketing campaign I have setup for schools and universities. It’s the secret to effectively targeting, capturing, and engaging with online prospects.

it’s not complicated. You may have heard of these things before, but implementing them correctly can make a massive difference to your ROI.

Key #1 – Target the Right Audience

I’m referring to online advertising here. If you don’t have traffic, you have nothing. It doesn’t matter how good your message or website is if no one is there to see it. This is the starting point, and there is an abundance of instant traffic available to purchase from Google and Facebook.

Targeting the right audience is crucial. You can waste a lot of good advertising dollars if you aren’t spending your budget attracting the right people. This can also be technically challenging as you really need to know how to use the advertising tools these large networks provide to derive the maximum benefit.

Key #2 – Capture your audience with an effective message

I’m referring to a “landing page”. This is different to your main website. The purpose of a landing page is to get the user to take your desired “call-to-action”. Typically that call-to-action is asking the visitor to enter their details into a web form.

The problem with your main website is that it has a lot of information on it, and while you may be thinking that is a good thing, it is likely reducing your conversion rate on your web forms. The header menu, the sidebar menu, the scrolling images and text all distract your visitor. You will get a much higher conversion rate from a separate page with a clear message and a distinct call-to-action. (I’ll show you an example landing page below)

Key #3 – Engage your prospect over time and build trust

I’m referring to using an email autoresponder. Once you have captured your prospects details, you now have the ability and privilege to communicate with them over time and build trust.

An autoresponder email sequence can be used to move your prospects through your online sequence, or give them compelling reasons to enrol their child at your school, or remind them about your upcoming open day etc.

it’s a common fact that users get diverted, distracted, and forget what they signed up for, so engaging your prospects and keeping in their mind through email marketing will help improve the overall ROI of your campaign.

“Putting It All Together”

There are a number of third party services you can use to create landing pages and deliver autoresponder messages, however you will need to be quite technical to set this all up and integrate your landing page web form with your autoresponder service.

Setting up your online advertising campaign is another story. You will need to get familiar with tracking pixels, interest and demographic targeting, split testing etc.

“There Is An Easier Way”

Implementing these 3 keys is of great benefit to schools but also very time consuming and technically challenging. The solution was to recognise the common scenarios schools would need to implement this system and create a template that was easy to duplicate and modify.

“School Marketing Execution Plans”

This is a combination of a pre-built landing page and autoresponder sequence combined with a tailored advertising campaign. We will handle the advertising, you get 4000 visitors and a pre-built landing page and autoresponder sequence designed for maximum conversion.

Take a look at these demo landing pages:

If you would like to talk about implementing the 3 keys for your school and taking advantage of our School Marketing Execution Plans then please email mike@onlinemarketingforschools.com or visit http://www.onlinemarketingforschools.com to find out more information.

Talk soon,

Mike Leembruggen

marketingwall

The Ultimate Enrolment Booster Execution Plan

What does the ultimate enrolment booster system look like?

I think I have it figured out. As always, it’s a work in progress. There is always room for improvement but what we have so far is surprisingly good.

The ultimate system combines a mix of online and offline strategies. As schools already have the offline “school tour” strategy in place, let’s run with that. What I can help with is boosting the number of enquires you receive for your upcoming school tour.

As you know, most parents will start their search online to find a school for their child. The good news for you is that it is much easier and more cost effective to capture interested prospects online that it is offline.

Word of mouth referrals will always remain the number one highest converting source of enrolments, but for the modern day school who is aware that times are changing and keeping up with technology and customer acquisition methods is a must rather than an interest, here’s how to go about it.

First, what you need is a way to effectively target prospects that are looking for a school.

#1 – Get a handle on online advertising

Then you need to convince those potential prospects to give you a little bit of information so you can engage with them.

#2 – Send visitors to a high converting landing page

Then you need to effectively communicate the value of your school to those interested prospects.

#3 – Build trust with your prospects through email

This is a system I have been running with schools for the past 3 years which has dramatically increased school tour bookings and enrolment enquiries.

You’ll notice one thing. It’s very hands-off. It’s not designed to increase the workload of the registrar. It’s designed to be as automated as possible.

All of this takes time to setup, configure, and integrate together. You need to create html landing pages, add web forms and tie all that into an autoresponder email service. It’s a lot of work, but there is good news.

The good news is… you don’t have to do any of the tech work. In fact, you can have this whole system ready and setup for you by tomorrow.

Take a look at the video below for a quick explanation of the “Enrolment Booster Execution Plan” that comes complete with training, support, and an out-of-the-box system ready to go.

To find out more about the Enrolment Booster Execution Plan… Go Here >>

Talk soon,
Mike Leembruggen

Screenshot 2015-10-07 13.02.14

The 2 Step Process To Double Your Inbound Leads

Let’s face it. Schools need leads (prospects). It’s no longer a case of simply opening your doors to fill classrooms with paying students. You need to be actively marketing for enrolments and anything you can do to help build your prospect list is a good thing.

I can’t tell you how many times I see school websites that have a 15 question form asking people to fill out their life details on the first step. It’s too intrusive, especially for people that are just looking around and don’t know much about your school yet.

There is definitely a place for that form, and it’s usually information that a school needs to know when someone is submitting an enrolment application, but there is a better way to go about it.

This better way utilises a bit of psychology to get more people completing your online application process while building trust with your prospects.

It’s very subtle, but very effective.

It uses what’s called “micro commitments”. It’s not a new thing or a new term. We use it all the time, but rarely when it comes to online marketing.

Think back to when you were dating. You didn’t ask that special someone to marry you the first time you laid eyes on them. That would be creepy, right?

To build any relationship you start off with small commitments and build up a series of “Yes’s”. You may have heard that technique used by sales people.

It’s no different when it comes to online marketing. You will get a much higher conversion rate if you can convince a potential prospect to make a small commitment before filling out your 15 question form.

The way we have seen great success for schools, is to simply ask for a visitors name and email address in return for a copy of the fee schedule or an informative guide on something relevant they would be interested in.

Once that first micro commitment has been made, typically 40% – 50% of those people will fill out your 15 question form on the second page. It’s important to pre-fill that second page with information from the first form so users don’t have to type that in again.

It’s a simple fact of life that not everyone is going to say “Yes” all the time. Does that mean they will never say “Yes”. Of course not.

The secondary benefit to this process is that you now have the opportunity to build trust with those who didn’t fill out the second form as you have their name and email address.

I’ll leave that for another post, but the good news is…

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You can get this whole system already setup and ready-to-go in the “Enrolment Booster Execution Plan“. It comes with landing pages, web forms, and email autoresponders already built in.
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If you have any questions about this process or want to know more, feel free to email me at mike@onlinemarketingforschools.com

Talk soon,
Mike Leembruggen