Digital Marketing Trends


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.


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.


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.


A Different Way of Thinking about School Marketing

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?


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.


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.


No particular reason, other than its easier to put things into perspective when you have something you can visualize. These six tips are universal, but charter schools, private schools and college marketing is a pet project of mine, so we have a lot of experience we can relate to.


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.


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.


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.


Every Student has a Shelf Life

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.


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.


Getting Lost Doesn’t Have to be Boring! You’ve been there, just cruising along on a website, and bam! You hit a brick wall. The dreaded “404 Page Not Found” error. Damn, what a crappy website!


Be Different…Just Like Everyone Else

I wasn’t always a marketing genius, and I’ve been known to seek out the advice of others. Generally I’ve found that to be a good policy.


You 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.


Are you constantly adding new content to your website? Good! Google loves fresh new content…but they love quality over quantity even more.  The problem is, just adding new content without removing “thin” content pages with low user engagement, and duplicate or repetitious information about an important topic may be diluting your new quality content. This may be more serious than you think.


I get the occasional RFP (Request For Proposal)…it says so, right there in the subject line of the email! Oh the thrill…our next best customer just sought us out for no particular reason. High fives all around!

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