Digital Marketing Trends

Chasing buzz-words and shiny objects tends to lead you right back where you started…but with less resources to try it again. School Marketing is an investment in time and money, and you MUST get a return on that investment.

Your school paid good money for that website…back when fax machines were relevant. And damn it, the longer you keep it, the better that decision was!  Problem is, there’s a point of diminishing returns, and missed opportunities. So how do you know when it’s time to pull the plug? Glad you asked.

Does your charter school, private school or college rely on phone calls to keep your enrollments up? Are you answering every call? Here's a tip...Answer the phone!

Admit it, you’re attracted to those 5-stars reviews just like a striped bass to a shiny fishing lore. Those gold stars are designed to elicit feelings of good will and success ever since your elementary school teacher placed that first sticker on your homework paper.

Newer technologies, and the skyrocketing acceptance of Live Chat as a preferred communication medium has transformed “chatting” into a viable replacement for web-forms and phone calls.

Your Website is the Hub of all your online marketing activity, it’s even a destination for offline marketing. Sooner or later every parent or student that you successfully target will eventually wind up on your website.

Google and Facebook are both great marketing solutions, but they aren’t interchangeable. They each have their place in your marketing tool-kit, but depending on the stage of your buyer’s journey, one of them might be more appropriate than the other.

As you congratulate yet another graduating class, or say goodbye to students who move on for their own reasons, the business person in you realizes that you need to enroll more students just to keep pace with the needs of the school.

Before you embark on a school marketing program, you need to understand the true value of acquiring a new student for your school. Ask yourself this; How many new students would I need each month to off-set my marketing budget and exponentially increase enrollments on a regular basis?

The most effective sales content addresses what your customers care about, not what you care to tell them about. Good content that moves the sales needle doesn’t just inform, it builds trust…and nothing builds trust more than honesty.

Lead magnets are irresistible “bribes” that a prospect would find so compelling, that they would exchange their precious contact information to download it. It might be an eBook, or a guide, or access to a private series of videos.

Is your Digital Agency doing all it can, or just what’s in the contract?

The answer is…you have no idea. Unless you undergo a marketing audit, or talk with someone else in the industry, you don’t have anything to compare to. What you might have however, is a gut feeling.

Search rankings effect traffic. Visitor engagement influence search rankings. Social media traffic signals search engines. Content influences search and visitor engagement. Reviews effect conversions. Your website architecture effects your sites “stickiness”. And your calls-to-action affects your enrollment pipeline.

Now Google has one-upped me with a video about the exact same subject. And yes, I highly recommend it to any company looking into hiring an online marketing agency or consultant. In fact, I find it refreshingly validating.

Selecting the perfect domain name is crucial to your marketing efforts because the cost of changing it in the future can be very painful. Not only will it be part of your company brand, the name can actually influence consumers and search engines. If you change it in the future you may have to go back and update all of your collateral material, and even worse, negate any search engine influence that you built up over time.

How much does a website cost? Good question. How much does a car cost? How much does food cost? Lobster tails are food, but then again, so are Raman Noodles. Truth be told, I have a good reason for not having a good answer. Read on.

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