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SEO and Online Marketing for Schools

It is without doubt that online marketing and SEO (search engine optimisation) can be a daunting task with unfamiliar terms, sneaky algorithms and lots of possibilities for failure. You may be left wondering where to begin, how to reach your target customers such as parents and students or even how to get noticed among the slew of blogs, websites and social media profiles for schools. At one time or the other, even the most experienced and techno-savvy people tend to make mistakes. To be successful in online marketing, you must be aware of the basics and how to become a pro in a short time.

Influential marketing

Experts suggest that by 2016, online marketing will influence half of the money spent by retail customers. This means that one out of every 2 people will choose your school because of a website, ad or a mobile application that catches their eye. You must be in a constant search for a new way of advertising your school to the ever expanding online market.

SEO is one part of online marketing that can leave you depressed. However, it shouldn’t be as confusing as it looks. Though there is no honest way of catapulting your school’s website to the top of the search engine results, but there are various ways of increasing the chances of parents and students finding you. Choose your keywords selectively and wisely. Use a short and relevant title tag that shows potential customers and the search engine the basic interest of your website. Use URLs that are as relevant and as short as possible. Link all your social media accounts, blogs etc. to your main page to make it possible for search engine to direct readers to the right direction.

Another important ingredient for success in online business is social media. You must create and maintain social profiles for your school if you are to be successful. Statistics indicate that up to 91% of adults utilise social media while 73% of smart phone users access their social media accounts using apps at least once per day. You must know how to use social media to your advantage. Though using Twitter to market your school is an important step, avoid engaging in conversation with potential customers on the site. Instead, do it on the phone or private emails to ensure that customers’ issues remain private. Use social media to invite subscribers and users to access your school easily, see photos, amenities and events. Provide consistent updates for your customers regularly.

Engaging with potential prospects

It is essential to engage parents and students by creating an online website that can easily be navigated through smart phones. Apps make it easier for parents and students with smart phones to browse your services. You can use apps to drive traffic to you website and thus improve your bottom line. If you do not have an app, then you may be losing potential business. If your school’s website takes too long to upload, customers will simply move on.

Another key way of interacting with your readers is through blogging. But with so many blogs out there, you must look for a way to make yours stand out. When making a blog, you must limit your content. Avoid blogging for the sake of it; ensure that each post provides valuable information to your potential customers. Limit the amount of text, avoid posting too often and include videos or pictures. Look for a way of maintaining a constant relationship with your customers. Create emails that will attract the attention of your customers rather than being put in the spam folder.

When you make use of these online marketing methods, it will be easy to make your efforts a success.

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Four Facebook Marketing Tips That You Can Use To Attract More Students to Your School

The current trend for most Australian schools is to embrace social media, especially Facebook and Twitter. This is because through social media, there is direct communication and connection to both parents and students. Research shows that over 45% of internet users go to Facebook daily. The same research also shows that the daily average time that is spent by these users on Facebook is 23 minutes. Given these impressive stats, you can exploit the powerful nature of this social media tool to attract more students to your school.

Through Facebook, schools can effectively market the curriculum they offer both to the students and to their parents. Another good thing with constantly being plugged on social media is that it keeps you in the know. You are aware of what activities the scholastic competition is involved in. Having the right information is important in staying ahead of the competition.

4 Tips to Create an Effective Facebook Page


There is nothing more important in your school’s Facebook page than the content. Take note of the fact that potential students do have varied concerns and interest, which means that the content you provide on the site has to be varied, as well as relevant, to meet the different interests.

• Consider including video and photo content for the simple fact that images are more effective than text.
• The school also needs to have a frequently updated blog. Make sure that you share the blog posts on your Facebook page.


Your Facebook page should give visitors a sense of what your school is like. This is achieved by effectively sharing the school’s history. Make your page a learning portal that is unique, a place where future students will be able to learn more about the academic courses that your school offers, extracurricular activities, athletic programs and other important things your school offers.


Ask your fans to “like” your page. The more “likes” you have, the better. The following are the categories of people you should target:

• Successful alumni
• Potential applicants
• Influential individuals in the Australian education system
• Media contacts, current students and parents

Facebook has a tool, called the Facebook friend finder, which you can use to search for friends.

Promotion and enlargement

Merely creating a Facebook page should not be your only goal. On your school’s website, you can include a Facebook button, after which you are supposed to request visitors to your website to ‘like’ the Facebook page of your school. Join relevant groups and participate in their discussions. You can seek assistance from inbound marketing agencies to help you gain more from your web presence.


A school’s website is very important because it acts as the public face of the learning institution. Not only does your web presence need to be visually appealing, but more importantly, it needs to offer useful information to students and parents. In case you are looking for new ways of increasing enrolment, social media marketing is what you need. It is a very influential and powerful way of reaching out to alumni, existing students, their parents, and future applicants.

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Top 10 Most Effective Online Marketing Strategies for Schools

Online marketing can be a very effective tool to promote your school. In this article, you will find 10 ideas on how to promote your school through the internet. These strategies are chosen because they are very effective in attracting new students. Here are the top 10 most effective online marketing tools for promoting primary or secondary schools.

1. Website

This is the obvious first step. There are many Australian schools that have websites to promote their schools. One example is Glendal Primary School. This school promotes all student activities through its website. By doing so, existing students and prospective students are kept well-informed. Most parents will search through a schools website when deciding where to send their kids. It’s crucial that your school website is easy to navigate and provides options for them to quickly engage with the registrar.

2. Email marketing

When people want to promote their schools, they can also use an email marketing strategy. This is a great tool to reach many students and parents. This promotional tool is cheaper than any other online advertising tool.

3. School directory lists

There are several recommended directory lists that are available on the internet. By including your school on these lists, you can boost your own search engine results and also get in front of many people who are comparing schools on these sites. One example of these school directories is the Australian Schools Directory. This is a great promotional tool for all Australian primary and secondary schools. Many parents visit this website to find their favourite schools.

4. Social media

This is another great promotional tool which is becoming increasingly more relevant. There are many primary and secondary schools that promote their schools on social media sites. An example of a school using this strategy is Delacombe Primary School. This school promotes all student activities on their Facebook page. By doing so, this school can connect to all students and parents easily.

5. Online Press Releases

There are many schools that release online press releases every single month. Press releases issued to online news sources provide information on current issues and events within the school community. These press releases are very useful in boosting the brand awareness of schools.

6. Joining Online Communities

There are many online communities that allow new members to join. This is a great opportunity for all schools to promote themselves and interact with other schools. One example of this community is called Study in Australia. This is an official community established by the government.

7. Pay Per Click (PPC) campaigns

Pay per click (PPC) is an online advertising model used to direct traffic to websites. It means that people can list their schools on search engine listings to lead their target audience to their website. This is another great way that schools can use to effectively reach prospective parents.

8. Joining  Forums

There are online forums that cater specifically to the education community. One example of these forums is called Better Education Forum. Parents join this forum to find answers to several education-related questions. Joining forums like this will give the school an opportunity to answer relevant questions and lead the members to their website.

9. SEO campaigns

Search engine optimization (SEO) is the process of affecting the visibility of a website in a search engine’s search results. Simply put, the goal of SEO is to ensure that a school appears at the top of a search engine’s results for a particular set of keywords, for example “best primary school in Australia.” There are many primary and secondary schools that do SEO campaigns. This campaign is very useful to get free traffic from search engines.

10.  Webinars

A webinar is a seminar conducted online. It is another great promotional tool for all primary or secondary schools that want to promote their institutions. By creating webinars, these schools can build a connection with students and parents alike.


These are some useful tips that you can use to promote your school. Many primary and secondary schools tend to do these simple tips when they want to advertise. Whilst marketing is necessary to survive and thrive in the ever competitive field of education, it is important to note that schools should have a good understanding of their capabilities as well as these marketing tools in order to successfully engage parents and students.

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How to Use Pinterest to Market Your School


Pinterest is now the third largest social media network after Facebook and Twitter. On top of this, 83% of its users are women and this makes it occupy a unique position among the social media networks. There are studies that suggest that mothers are the main decision makers when it comes to choosing a school for their children. This makes Pinterest an important tool for marketing schools.

Create your school’s account

To begin marketing your school on Pinterest, you will need to create a Pinterest account for your school. Choose a username, an email address and a password. You will also need to choose 10 pins that you find interesting. A “pin” is any image or video added to Pinterest. The pins will suggest people to follow. When choosing the pins, think in the best interest of the school. Select pins that will be in line with the mission of the school, such as education, children, activities and play. Pinterest will then suggest you create 5 pin boards. A board is where you organize your pins by topic. The suggested boards consist of Products I Love, Favourite Places and Spaces, My style, Books Worth Reading and For the Home. However, since these pin boards aren’t of much help to schools, you should delete them and create your own pin boards.

Personalise the account

After creating your Pinterest account, you should personalise the account. When you create your account, Pinterest automatically follows 10 people based on your pins selection. You can find other schools and people to follow using Pinterest search. When you see how other schools are using Pinterest, it will be easy to tailor your use and even find great information to pin. There are searches that you should complete and follow based on the mission and brand of the school. You will be able to see the People, Pins and Boards of your local community, other schools and a brand name for your school.


After creating and personalising your Pinterest account, it’s time to begin engaging. Try engaging using the 50/50 rule which requires that 50% of your content be related to your school whilst the other 50% should not be directly related to your school. Bear in mind that your goal is to drive web traffic to your school’s webpage where you can convert the visit into an enquiry. Therefore, the content that relate to your school should be pinned directly from your blog or website. Avoid pinning information that will take the traffic away from your website.

Ensure that you make the Pinterest account of your school a valuable place where people can visit and learn about topics related to your school such as the local area, places to visit, recommended books, etc. A great way of finding other content to share that is not related to your school is by re-pinning other pins such as great stuff for kids. Feel free to “like” or comment on other pins.

Promote your account

After you have created several boards and have between 25 and 50 pins, comments and “likes”, begin promoting your Pinterest account. Post and tweet your Pinterest account on Facebook and Twitter. Ensure that you include a link to your school’s Pinterest account in your email signature.


The use of social media for marketing is flourishing. This is evident in social media sites such as Facebook, Twitter and Pinterest. Schools should tap into this to market themselves in the growing digital world. Following the above guidelines will ensure that you are able to effectively promote your school on Pinterest.

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How To Get Better Response From Your Advertising

One thing I notice a lot of schools doing in their flyers, billboard ads, and promotional campaigns is emphasising the motto, features, or tagline of the school. While this is somewhat effective, a better way to engage your audience and get a greater response is to talk about the prospect you are targeting, rather than the school.

People in general are focused first and foremost on themselves. It’s just human nature. With most forms of advertising you have a small window of opportunity to grab someone’s attention. The greatest use of that window is to directly target their emotional triggers.

All you are looking to do with advertising is show people statements or keywords they already internally believe. When they see those keywords, they will be intrigued and you have them hooked.

Think about that next time you are putting together an advertisement or marketing campaign and measure the results against your previous campaigns. I think you will be quite shocked at the increase in results.

Talk soon,
Mike Leembruggen

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Using Personality In Your Marketing

Using personality in your marketing will have a dramatic effect on how many conversions  your website receives.

Most school websites lack personality and come across as very institutional. It’s the way things have always been done but it doesn’t do much to connect and engage with the website viewer.

In this video I talk about what I’m currently doing to enhance the websites of the various schools I’m working with by putting faces to names, and names to positions. Specifically for the enrolment process. This is a crucial part of every schools marketing efforts. The better a job you can do to get enrolment enquiries, expressions of interest, and paid applications, the better chance a school has of growing.

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How To Deal With Negative Comments On Facebook

Welcome to episode 3 in this podcast series. In today’s video I look at a pressing concern a lot of school executives and headmasters have when looking at setting up a school presence on social media sites, facebook in particular.

“What if someone says something bad about the school?”

Here’s my tips for how to deal with this:

  1. If it’s on your school “page”… you can moderate comments quite easily
  2. Better to establish the first school page that have others take it from you
  3. Deal with negative comments quickly and reinforce the positives
  4. Get your strong supporters behind you to turn the thread vibe around
  5. Think about what people might do if you don’t give them an opportunity to express their concern
  6. The social wave is coming. Better to be leading the field than trying to play catchup later on



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5 Tips For Schools Marketing Online

Welcome to the first episode in my new podcast series titled “Online Marketing For Schools”. In this video I give you my top 5 tips on what you should be thinking about when it comes to your online marketing campaign and your school website.

  1. Purpose:
    1. Think about what action you want visitors to take when they land on your school website. This could be primarily to enrol their students or at least input their name and email address so you have an opportunity to connect with them in the future.
  2. Target Audience:
    1. Who are you targeting? Identify the different audiences that your website will attract or serve. This could be parents looking for a school for their children,  current students, alumni, and parents of the current students to name a few. 
  3. Channels/Funnels:
    1. Plan out a specific action step for each target audience. What do you want them to do when they reach your home page? Make it easy for them to find what they are looking for and also reach an end goal you have designed for them. This could involve a number of different pages they click through or something as simple as clicking a button to RSVP for an upcoming event.
  4. Engagement:
    1. Do you know how long visitors stay on your pages? Is your content engaging enough for them to read through the whole page or click through all your action steps. Social media is also a hot point when it comes to engaging your audiences because it is so effective. A lot of schools are finally jumping on this bandwagon and seeing excellent results.
  5. Tracking:
    1. To improve upon anything you must track current results right? Try Google Analytics if you are not using it already. It’s free and gives you a nice graphical view of how many visitors are coming to your website, which pages they are viewing, and we can also setup advanced funnel tracking to improve conversions and identify weak spots in your action sequences.

Thanks for checking out this website and video series. My aim for this podcast series is to give you great information and be able to connect with you on a regular basis through online video.

I have lots of techniques and strategies I can share with you. Please leave me your feedback below, and your questions or suggestions on what you would like me to talk about in future episodes?

Talk soon,

Mike Leembruggen