The Digital Marketing Handbook for Schools and Educators
The best digital marketing strategy for schools.
Reading Time: 90 minutes
Keywords: digital marketing, content marketing, inbound marketing, blogging, PPC ads, social media marketing, email marketing, video marketing, SEO, lead nurturing, education
Summary: The key to an effective digital marketing strategy is well-rounded knowledge of all digital marketing tools and how they relate. This handbook offers introductory guidance on the best digital marketing tips, tools, and trends of 2018 and how to use them. Full of information, resources, and examples, this guide serves as a tactical primer to developing, modifying, and implementing an effective marketing strategy for your school.
Not to sound cliché, but the realm of digital marketing is constantly evolving. Since you cater to the drivers of innovations that define successful messaging, you must stay on the cutting edge to keep their attention. Then you must guide their attention toward actions that are meaningful to your institution.
Creating content for your blog and social media accounts is important, but it isn’t enough to drive the kind of engagement you need to reach your goals. Your outreach efforts won’t earn much success if you view or present digital marketing components disjointedly. If your content is ever going to reach your target audience, much less nurture them to action, your digital marketing strategy must be a tight, tactical web of complimentary digital mediums.
Planning is important, but a key component of an effective digital marketing strategy is flexibility. As the landscape of digital communication continues to expand, your school must always be ready to adapt. Therefore, the most effective digital marketing strategy leaves room for experimentation with emerging communications platforms. You must always be prepared to learn how to reach your target audience where they live online.
You will also find the need to adapt your digital marketing strategy based on data you collect from each of your campaigns. Data collection is a critical component of a sound marketing strategy. Your data should span the breadth of your digital outreach. Coupled with external research and extensive knowledge of development-driven changes in the field, your data should guide the creation and implementation of your digital marketing campaigns.
The Digital Marketing Reference Handbook for Schools and Educators is meant to be a reference guide to digital marketing. Throughout this handbook you’ll find links to other helpful materials to help you expand your knowledge of the various digital tools you’ll need to build and execute a strong digital marketing strategy. Stay wise, stay organized, and keep on the cutting edge. Happy marketing!
If it seems like the definition is always changing, that’s because it is. The definition of digital marketing is constantly being expanded to include not only new platforms, but new techniques and advancements in communication.
Foundationally, digital marketing is the use of digital channels to reach consumers using various electronic communications platforms both on and off the internet. Digital marketing does encompass mediums such as digital billboards, television, and radio, which do not rely on the internet. However, today the term is used primarily to describe online mediums such as websites, blogs, and social media. That’s how it will be used throughout this handbook.
The digital marketing scene can also be divided into two basic strategies: outbound marketing and inbound marketing.
Outbound marketing, or traditional marketing, is your typical “look at me” broadcast marketing style characterized by tactics like commercials, billboards, telemarketing, and print ads. This method seeks to grab or steal consumers’ attention.
Because they are typically pitched to a mass audience, often inconveniently, your invasive television, radio, and internet ads are viewed as disruptive and annoying – so much so that many consumers are willing to pay just to avoid them. Which is why outbound marketing is getting more and more expensive, and more and more ineffective.
Enter inbound marketing. Inbound is a strategy focused on bringing a highly targeted audience to you by offering valuable content in exchange for attention. Rather than building brand recognition through interruption, the inbound marketer seeks to build brand rapport through consumer-driven interaction. Which is achieved by becoming a trusted solution to your target market’s needs.
Whether it’s entertainment, information, or anything in between, the success of your inbound marketing plan grows from giving your audience not what you want, but what they want and on their terms.
Both inbound and outbound marketing techniques have a place in the successful digital marketing strategy. The trick is making sure you’re investing in each up to their highest return potential. For instance, you may find that sinking more of your marketing budget into outbound marketing efforts, neglecting your inbound strategy, is expensive and inefficient when compared to developing a strong, long-term inbound strategy and supplementing with outbound efforts.
There is much to keep in mind in the early stages of developing a digital marketing strategy. These myriad components can be broken down into three categories: the buyer’s journey, search engine optimization, and competitor activities. The buyer’s journey is the intellectual process prospective students go through before deciding to join your school. At each stage of the buyer’s journey, your prospects have predictable needs. Your job is to meet those needs with helpful, relevant content that educates prospects on the nature of their problem, nurtures them toward a decision on how to solve that problem, and then delights them with continued engagement.
[The Buyer's Journey]
Once you have content to help meet your prospects’ needs, you want them to be able to find it. That means making sure your content shows up in relevant online searches.
Content of varying mediums is published across the web at astonishing rates, making it harder and harder for internet users to find the information that is most valuable to their search. Fortunately, search engine algorithms have been modified to more efficiently classify and archive information to improve user experience. Search engine optimization (SEO) ensure that your content is categorized and archived by search engines so it shows up high in the search results for words, phrases, or subjects that are important to your target audience.
Showing up on the first page of search results is a matter of understanding what search engines need, how prospects search, and how to outwit your competition.
As with any other industry, understanding your competition and their marketing strategy is invaluable. What your competition does to capture prospects’ attention online and how effectively they manage their outreach can give you clues into how to shape your own strategy.
As a marketer, it’s your job to take advantage of advancements in SEO algorithms and weaknesses in your competitors’ strategies to create helpful, relevant content that aligns with your prospects' buyer’s journey.
A strong digital marketing strategy maximizes the strengths and mitigates the weaknesses of multiple digital mediums to span the expanse of digital space for each stage of the buyer’s journey.
By creating a virtual hammock in which to hold your audience, you improve your chances of overtaking the competition and being found by your audience.
Traditional advertisements are obnoxious and often ignored. Making a huge investment in paid ads just to get someone to call you or visit your website is not likely to be cost effective, especially if those ads don’t link conveniently to the action you want your audience to take.
Convenience is often the first value you can offer your target audience, the value of making the next step easy.
For instance, printing an ad in a magazine or newspaper will have a lower conversion rate than a digital ad because there are more action barriers between the print ad and the desired response. There’s also the issue of tracking. Those print ads don’t offer insight into how many prospects viewed them, how many responded to them, or what it was about the ad that drove them to action – or kept them from it.
Quality, well-optimized content will attract an audience over time. Still, it’s not always feasible to wait for your content to start getting your campaign the results you need. If you’re going to rely on ads to speed up the discovery process and drive traffic to your content, pay per click digital ads are ideal.
Pay-per-click (PPC)advertising allows you to precisely target your audience, lower action barriers by linking your ad directly to a coveted action, and gather information on how your target audience interacts with the ad and corresponding content so you can further optimize for better performance in the future.
There are three things to remember when planning your PPC ad strategy. First, unless you’re using Facebook, your PPC ads will only show up in relevant searches. That means SEO, keyword research, and competitor research are still important. Paid ads can be a shortcut to building viewership, but they cannot be used as a shortcut to developing your overall strategy.
Second, viewers are most likely to take action to get something for themselves. An ad offering to ease a pain point – “click here for information” – is more likely to capture clicks than an ad telling viewers to “sign up now.” The basis for this is trust.
Third, there must be something immediately relatable on the other end of that ad link. Don’t rely on clever phrasing to guide your target audience to your website just to ask them to take another action that benefits you. Delivery on the value promised in the ad is the first test of your integrity as an institution.
Pay per click ads are cost effective when used strategically. As the name implies, you only pay when someone clicks on your ad. Still, for the ad to be truly valuable to your marketing campaign, you need those clicks to matter.
Creating ads that take viewers to your home page with no intermediate content is a death sentence for your campaign. Not only does it get you just enough attention to get charged for the ad, it desensitizes potential students to future ads by breaking their trust.
Make sure each of your ads is part of a greater digital marketing strategy, and that there is helpful, relevant content to help nurture prospects toward other favorable actions at the end of each link.
Have you ever heard the term “content is king”? Well it’s still true, and blogging is still one of the most effective ways to build out your website to attract more visitors. However, the process of getting that content into your target readers’ hands has changed.
Today, virtually everyone has a blog. Larger schools have even taken to outsourcing their blogs to content companies to ensure they’re getting new material on their websites regularly. The good news is changes in the way information is categorized, archived, and returned in search results has made most of that generic content pretty much worthless. That’s good news for you, that is. Since their Hummingbird update in 2013, Google has rolled out a series of advancements in their search results analytics programs. These updated programs are designed to return results based on the way users pose their questions. Effective content creation is no longer built on cramming a webpage with keywords, but in developing topic pillars and clusters of related content around them using targeted phrases. There are a few things you’ll want to consider before you start blogging, like what your audience needs and what your goals are. Blogging for education is far more effective when you’ve created a roadmap and determined your purpose ahead of time.
The point of driving traffic to your website is gathering the kind information about prospective students that can help you personalize communications with the goal of nurturing them toward attending your school. Much of this information can be gleaned from your analytics cache. For everything else there are lead capture forms.
Lead capture forms are fillable forms you place on your website or blog that allow viewers to share personal information, like name and email address, in exchange for some good or service. This information allows your institution to continue initiating meaningful contact with prospects after they’ve left your site.
There are many ways to present your lead capture forms, and many offers to attach them to. One of the simplest and oldest approaches is keeping a form embedded on your website. These forms can be embedded anywhere on the page. They’re most common in the margin, header, footer or between natural text breaks throughout the webpage.
Another common approach is the pop-up form. Now, think about how you felt when you read the word “pop-up.” If you groaned a little, remember that your viewers will too. Many marketers still swear by pop-up forms. But the more intrusive the form, the more likely your audience is to leave your website completely. Intrusive pop-up ads will also harm your ranking in Google search results.
The most effective lead capture strategy involves offering something of value in exchange for the visitor’s information. However, the marketer bears the burden of convincing the prospect the content or service offered is of value. Viewers may be less likely to sign up for email updates – a major commitment on their part with questionable results – than they are to download something useful or schedule time to tour your programs.
Whatever you use to tempt prospects into completing your forms, be sure the information solicited in the form reflects the value of the offer. Asking prospective students for information like name, email, and graduation date is perfectly reasonable when they’ll be rewarded with a personalized call from a recruiter. Asking for more precise information like GPA, income, etc., for the same call is probably too much. While you don’t want your lead capture forms to be intrusive, you do want them to stand out. It won’t do you much good to share forms on your website that don’t attract attention. This is a great place to get creative.
While there are certainly barriers to consider, email is still one of the most effective ways to communicate with prospective students and their families beyond initial contact. It’s a great way to foster rapport with your prospects, and help them develop trust in your school over time.
Unless you’re game to try to win the SEO battle with every viewer every time they have a question, email is pretty much the only way to keep the conversation going after prospects leave your website.
However, there’s no quicker way to get your emails ignored or even blocked than sending messages that don’t serve your readers in some way.
Every one of your communications with prospective students should have a purpose, and that purpose should center around the student’s needs. It’s ok to send reminder emails to prospects who have shown interest in your school beyond simply adding their name to your email list. But even those reminders should offer something of greater value for the reader.
Remember, your prospective students have a lot going on. They don’t need one more nagging chore to add to the list, so stop sending emails for the sole purpose of reminding them to give you what you want. Instead, try offering information and solutions to other problems your prospects might be facing. The relief of getting something off their plate may give them the encouragement they need to confidently take the next step.
If you want to use email to build relationships and encourage prospects to make a move, you’ll need to use your messages to brighten their day in some way.
Social media is indispensable to the academic recruiter. Whether you’re running a preschool or building your roster at a college or university, your prospects are extremely busy. So they likely get the majority of their day-to-day social interaction at work and online.
Social media isn’t just for keeping up with family. Those who commit to responding quickly and personably to their audience see wild success from their social media efforts.
The most important pitfall to avoid when developing a social media plan for your school is advertising. If someone is following you, it’s because you said something that attracted the follower to you. Great! Now commit to keeping your new follower engaged by delivering content that is meaningful to them outside of their relationship with your school.
Rather than using social media to shout your praises (boring) or constantly remind followers of upcoming deadlines (nagging), use your platform to get conversations started. Foster those conversations with the following three steps.
Present. First present your audience with something of value, something meaningful. This could be a sneak peek or synopsis of your latest blog, a snippet from your most recent video, or anything else that creates value for your viewers. In this category, try to present a healthy mix of links back to your website or blog and simple posts from external sources meant to keep viewers on your social media page.
Engage. Next, engage your audience by inviting them to share their thoughts and feelings regarding the content you’ve presented. Don’t assume viewers will comment on their own. Be direct; encourage viewers to share their feedback by simply asking them to.
Reply. Finally, keep the conversation going by responding to as many posts as you can as quickly as possible. One of the greatest strengths of social media is also one of the most demanding imperatives. There is significant pressure to reply to social media responses immediately. That isn’t always possible, of course. But the sooner you respond, the more likely a prospect is to be interested in continuing a conversation with you.
Whatever you do, be active in monitoring and responding to posts on your social media pages. Social media is an effective recruiting tool because it allows you to build relationships and incorporate prospects into your school’s culture long before they make a decision about their educational needs. Foster that relationship through communication.
There is so much you can do to attract, engage, and nurture prospective students with video. From live webcasts to archived video blogs (vlogs), the possibilities are virtually limitless. And the benefits of adding video to your SEO plan are tremendous.
One important thing to remember when creating video to boost enrollment at your school is to keep it simple and authentic. You don’t need to create award winning commercials to build engagement around your school. As a matter of fact, you shouldn’t. The content in your videos should be meaningful and relatable.
Like the other content you prepare for your audience, your videos should offer viewers something of value. Whether entertainment or information, the content on of your videos should center around the viewer’s needs, not your own. Again, the point here is to build relationships. No one wants to get stuck in a relationship with someone who only talks about themselves. Many people prefer watching a short video to reading a blog. Turning your blog posts into video content could be a great way to reach a broader audience. These videos don’t need to look like they were shot in a Hollywood studio. As long as you have great audio, great content, and solid delivery, your audience will appreciate your efforts.
Search engine optimization (SEO) is one of those topics that you either know everything or nothing about. SEO is the foundation upon which all of your digital marketing efforts must be built. It is the link between mediums. Regardless of how meticulously you study your target audience or craft your content, you’re wasting your time if your prospects can’t find you when they need you.
We’ve touched on this in other sections throughout this handbook. Think of your SEO strategy as a web. The target points on your web are your keywords. Before you start creating content, understand what keywords you want to rank for in search engines. You also need to know who you’re competing with for the space you want.
With a little research you can determine how easy or difficult it will be to rank for your favored keywords, and how your competitors are earning their rank. It goes without saying that you can use this information to help shape the competitive aspects of your own strategy.
Next, determine your pillar topic. The pillar topic is the focal point of all your content. Every piece of content you create for your campaign should literally and figuratively link back to this central topic, which you’ll present most commonly as a landing page.
This pillar page will ground all the corresponding content with both inbound and outbound URL links, making it easier for search engines to crawl, categorize, and archive your entire web of content. This layout also gives your audience easy access to related information from a centralized resource.
Finally, think of your key phrases – or long-tail keywords – as the strands or bridges between the pillar topic and your primary keywords. Once you know what keywords you’d like to rank for and how they relate to your pillar topic, a little more research will help you discover what phrases your prospects use to discover content on those subjects. These are the phrases you’ll want in your titles and content descriptions. Understanding basic SEO strategy for schools and educators is the foundation of building a thriving digital marketing strategy. Constant advancement in search engine technology make continuing education vital, so always keep your ear to the ground for SEO news. You can never know too much.
If you’ve built a strong, prospect-centered digital marketing strategy, your target audience will welcome or even crave your content. This kind of relationship should be every digital marketer’s goal.
Once you’ve built your audiences’ expectations, it’s time to build trust through delivery. The more consistently you create quality content, the more your viewers will learn to trust you. Of course, there are a few simple rules.
Always deliver on a promise. Click bait kills relationships. Be very clear about how your audience will be rewarded by visiting your website, and then deliver on that promise faithfully. Of course, it’s always great to exceed expectations.
If you have to choose between quality and consistency, quality should always come first.
If you have to choose quality over consistency, be sure to focus on building the viewer’s expectation of quality. Regardless of how great your content, if you set an expectation for consistency that you cannot meet, you will not be able to build rapport.
In order to keep your schedule and your voice consistent, figure out what you’re going to produce ahead of time. There’s a definite time investment involved at the front end of developing your digital marketing strategy, but the reward is great. Figure out how your content library is going to evolve and put it on a calendar. Churn out the first few pieces of content ahead of time so it’s not so easy to fall behind, but try to stay on a production schedule anyway.
Determine who in your organization is going to be responsible for what content, and create a system for keeping everyone accountable. Start by making sure everyone involved has access to your content calendar.
Keep your recruiters in the loop. Every piece of content you create is a tool for your recruiters. Make sure they know it’s there and how to use it. Don’t be afraid to get their feedback on how helpful your content is to their activities. The more closely your marketing and recruiting teams are aligned, the greater your overall success.
If you keep these rules in mind as you set up and execute your digital marketing strategy, you’ll begin to develop a rhythm within your organization to support your overall efforts.
Getting your content out into cyberspace is only the beginning. The real work begins after you press publish.
The only way to ensure that the effectiveness of your digital marketing strategy grows with your needs is to collect as much data as possible on the performance of your content and how your intended audience interacts with that content. This information is priceless in guiding your future digital marketing efforts.
Some analytics you can do without until your digital marketing strategy really takes off. Others, like web traffic, are important from the outset. You can save yourself significant time and money in everything from research to onboarding by investing in an all-around software like the HubSpot Growth Stack early on. This online software allows you to monitor everything from scheduling content to competitor research to traffic analysis and more.
Whether you set out to track a few easy metrics or you’re ready to dive into the deep end, the software provider you choose should be able to offer the guidance and education you need to hit the ground running. Be sure to do your homework to get the most out of your analytics software and support.
If you or members of your team have the time or previous experience to become fluent in these tools, any effort you spend will be worth it. Otherwise, you may find it necessary to rely on the myriad expertise of the professionals at an education focused digital marketing agency.
When you’re looking for an agency to support your marketing team, it’s important to choose a digital marketing agency with a focus on education. Many agencies span a wide range of industries and cannot spare the focus to learn to appeal to an educational institution’s audience while meeting that institution’s needs. Another thing to consider is the agency’s availability. As an educator, your greatest asset is your institution’s culture. Assimilation to that culture is also vital to a student’s success in your program, which ultimately reflects on the value of your school. Be sure to partner with an agency that will take the time to learn about your culture and make it a cornerstone in your digital marketing strategy.
The key to executing a successful digital marketing campaign is putting all of the elements we’ve discussed together to create a single, well-crafted machine. Each component interlocks with the others to form a complete, cohesive strategy which allows as few prospects as possible to slip through the cracks. In this section are examples of how to make sure your marketing web is woven tightly and efficiently.
These examples are broken down into niche models. However, while these strategies are specific to schools, the tactics shown in each can be applied to other educational niches including EdTech and tutoring.
To get the most out of this section, take a moment between each example to ask yourself three questions.
What was the problem here?
What was the solution?
How is this applicable to your institution?
Think about each question deeply; take your time answering. The more thorough you are in your answers, the greater will be your mastery of digital marketing strategy creation.
Example 1. Preschool Patty – How to start a digital marketing campaign from scratch.
Preschool Patty owns a relatively new daycare and preschool in a highly competitive region. It wasn’t hard to enroll her first few students, but growing has been a challenge. She knows that if she can get a family to schedule a tour there’s a 25 percent chance of recruitment. She understands the value of advertising and has invested heavily in multiple marketing and ad gimmicks. Still, her ads have persuaded too few prospective families to action to support her school’s growth.
After some research, Patty decides digital marketing is the best option for her preschool. She downloads a buyer persona development template from a trusted site and gets to work building out her marketing plan. Patty starts by thinking about some of her favorite families. She knows she wants to attract others just like them. She uses what she knows about them to create three buyer personas for her campaign. Then, she narrows her target audience down to one buyer persona to ensure a more intimate message. This will help her improve her outreach results.
Next, Patty considers how she wants to deliver her content. She decides that a blog is a great place to start, but she knows that her target audience will enjoy videos as well. She has already built a large social media following, so she decides to exercise that audience.
Patty knows that even with her social media following, it will take a while for her blog to start gaining momentum. So she decides to use PPC ads to drive traffic to her blog posts and build readership faster.
Now that Patty knows who she’s speaking to and how to get her message across, she starts building out her SEO plan. Patty uses her buyer personas to create a list of keywords she’s heard in past conversations. She then does some research to determine which keywords have the highest search rate, which are the easiest to rank for in her region, and which preschools she will be competing with.
With this information, Patty is ready to create her content plan. She decides on a pillar topic for her campaign and brainstorms another 15-20 subtopics to support her pillar. She does this using key phrases around her keywords that she found during her keyword research. She knows that she will easily be able to write one blog post and create one video per week, so she creates a calendar reflecting this schedule.
Patty creates her pillar page and adds links to new content weekly, as planned. In order to drive traffic to her pillar page and supporting content more quickly, she leverages PPC ads on Google and social media platforms. These ads link directly to the content promised. Her content pages offer the option to learn more by either exploring the website or visiting Patty’s school for a tour.
Patty also uses her social media accounts to promote her content by sharing it with her followers. She incentivizes her audience to read or view her content by facilitating conversations that both intrigue viewers and serves as social proof of the value of her content offers, thereby driving even more traffic to her website and creating more opportunity to schedule tours.
As Patty’s preschool grows, she finds it harder and harder to keep up with her digital marketing strategy on her own. But that’s ok. Patty has been documenting all of her efforts on a calendar she can share with her employees, so she can delegate tasks easily. And she’s documented and analyzed the results of her efforts, so she can instruct others on the most effective methods easily.
Example 2. Private School Peter – How to expand your current digital marketing efforts.
Private School Peter is the public relations manager of a very traditional private school. Peter has found that retention is high for his school after the first year, and the majority of youth who start the program early stick it out to the end. However, convincing Millennial parents that his school is best for their children is getting harder every day. Enrollment is steadily declining year to year, and the school needs to grow in order to fund their rich set of programs. The board considered ending their uniform policy, adopting a more lenient rule set, and other cultural changes to attract more students, but decided that such changes undermine the school’s rich history and the integrity of their mission. Instead, Peter has to find a way to get families to buy in to the program early.
Peter knows that digital marketing will yield higher results for his school than traditional marketing alone. Though he’s been resistant to investing too much into a digital marketing plan, he has been diligent in keeping up the school’s social media profile. While the page worked well to keep current students engaged at first, participation among students has lessened. He’s not attracting prospective students at all.
Peter also keeps up a regular newsletter, sending out monthly updates via email to current and prospective families. He doesn’t know exactly how effective the emails are, and realizes that he’s going to have to find a way to determine how often his emails are getting opened especially by prospective families. He subscribes to a new, all-in-one software to help him track the open and click through rates of his emails. With some research, he also learns to include a call-to-action in every message in order to keep readers engaged beyond the content of the email.
Peter realizes that he should use calls-to-action (CTAs) in his social media posts as well, but only as long as there’s something of value at the other end of the request. He decides to blow the dust off his school’s blog page. It hasn’t been used for a while, but Peter has a few blog posts he can repurpose to kick off a new blogging strategy.
He draws out his SEO web, creates a content pillar page for his campaign, and edits the old blog posts to better support his current strategy. With those under his belt, it’s a simple task to create a blogging calendar and delegate the task of filling the calendar.
Using the analytical data associated with his CTA links, Peter can tell which blog posts are performing best, and what time of day is best for sharing those links on social media. Now, to make sure his blog posts are as valuable as possible, Peter creates lead capture forms that encourage readers to share their name and email address for further, more personalized communications.
With everything in place, Peter is able to reach out to prospective families on their terms, educate them on the culture and offerings of the school in a way that helps them envision becoming part of that culture, and build rapport with parents and children before they ever even schedule a tour.
The number of prospective families submitting applications to the school soars, and Peter has a strong framework for expanding the school’s donor outreach as well.
Example 3. Marketing Margret at Top Notch College – How to align your marketing and recruiting efforts for better results.
Marketing Margaret is the marketing manager for Top Notch College, a small college with a precise niche focus. Though TNC has received numerous awards and accolades for their programs, they are having a hard time competing with larger schools with more recognizable branding. Enrollment is slipping, and they need to get their numbers up.
Since accepting her current position, Margaret has completely overhauled the marketing department. She has implemented a well-rounded mixture of digital and PR marketing, and the results have been astounding. Margaret’s efforts have gotten many new prospects to the door. However, too few are coming through the door.
Margaret knows something is wrong. She has a full-stack analytics database which helps her discover that TNC is losing prospective students during the recruitment, or decision, stage of the enrollment process. She takes the time to sit down with the head of recruiting and learns that recruiters aren’t using the materials her team has created to help get those applications filed.
Margaret learns that recruiters don’t feel the content she’s created is relevant to the application process. Many prospective students schedule time with recruiters with no idea what to expect from the application process, and are discouraged by the amount of work they’ll have to do to get into the program.
She interviews the recruiters to determine what questions about the process are most common. She compiles a list of which aspects of the process are most daunting to prospective students, and what recruiters want prospective students to know before they meet.
With this new information, Margaret creates a content strategy to help nurture and educate prospective students on what to expect from the application process. She works closely with the recruiting team to ensure her efforts are valuable. She makes sure recruiters know where to find and how to use the content her team creates to help nurture prospective students though the application process. With marketing and recruiting teams aligning their efforts, students enjoy a more streamlined experience from discovering to attending the school that helps improve both enrollment and retention rates.
There's a lot to think about when it comes to developing and implementing a well-rounded digital marketing strategy to help you boost enrollment and increase retention at your school. But you can do it!