Marketing Strategy Guide for Educational Institutes & Colleges | Education Marketing

Marketing Strategy for Educational institute_Banner

We all know that every sector needs different marketing strategies as the audience have altogether different needs and pain points which your services or products is going to solve, then how about the education sector? What do you think?

Talking about marketing for education services, generally, people get a lot of questions such as How to do education marketing or what are the key strategies one can follow to attract students to your institute or what are vital ways to do marketing to college students or Is it worth for higher education marketing, what ROI one can achieve? How to do marketing of well-established education institute or how do it for a new one in the education industry? And blah blah blah!!

One of our clients had the same sets of questions. We cleared all his question related to it. And we drafted an education marketing strategy with a projected ROI of 300% in a year, which he liked and turned in for it. 

After proving 300% ROI in that project, we thought why not we introduce our 3X marketing strategy of the educational institute to you all educators and education institute owners. 

So, Let’s get started with the digital marketing strategy for educational institutes or online branding for education institutes.

Well, first let’s divide each bit

  • Setting brand Objectives

  • In-depth Study of Audience

  • Set Education Marketing Objectives

  • Actions and Action plan

Setting brand Objectives

For established education centres, this step is more comfortable than for someone new in the education industry, as they already understand the whole dynamism of the education sector. 

Before starting with marketing strategies, First, it is imperative to make comprehensive Brand guidelines.

How you want to create a brand, each and everything should be aligned because uniformity will define you against your competition.

To set objectives, try to ask yourself the following questions.

  • If the brand is human how do you see it
    Sophisticated, fun and loving, caring, Rebel or adventurous,      inspirational, Young, innovative Revolutionist
  • If brand is human, to whom it should represent.
    It can be anything out of your imagination and very descriptive in feeling.
  • How you and your brand are related?
    This question will help you to understand to what level you need personal branding if required.
  • What is your Education centre, Education Institute or College mission?
    A mission which resonates with you audience.
  • What are the benefits and features of your products or services?
    It can help you carve out USP.
  • What do your customers and prospects already think of your company?
    It’s not simple to fetch an idea or perceptive, but it is imperative to know, it also adds up another question that is how you want them to think of your company.

In-depth Study of Audience

Do you know who your audience is? If you think it’s just a student who wants to pursue education, then you are wrong? 

 

More than student your audience is their mentors/parents, we think you already know why. So we are skipping explanation.

 

So now your audience is Mentors, Students and their other life roles. ( Life roles is vital to understand, it means when students or mentors are not students and mentors every second they have their different life roles like an employer, fitness freak, parents, friends, etc.)

Step 1: Collect Data from your audience

Newbies might be thinking why data is even essential or what kind of data is necessary etc. let us first clear that.

 

Collecting data is important simply because of the following reason

  • Increases ROI
  • Optimize marketing budget
  • Helps marketing team find opportunities to present brand precisely

What type of data can it be?

Data can be every single piece of information, emotion, intention, location and connection they have; marketers make sense out of it.  

Some people may feel this part a little creepy. But if it with audience consent, then it’s not. After collecting marketers usually make an accurate profile to pitch them personalized content at the right time, which only converts. You can also collect data of your audience using following engine

1. SEMRush for search intent, demographics, Traffic details of your competitor.

2. Google trends to know demographical interest and understand market trend within span of time.

3.Answer the public for set of questions that can pop in your audience mind.

Check out our listing of all tools that can help you collect and market seamlessly.

Step 2: Data analysis and market research to make a pinpoint marketing strategy for educational institute

Data and market research can help you understand physiology and perception difference and where you can perfectly fit in and cater marketing strategy appropriately.

It merely means collecting all raw data one needs to make sense out of it for better marketing and sales. 

Now, how to relate data and how it can help you might be the question swirling around your mind?

Go through following for the answer.

Age and Gender wise market study

Here we are talking about boys, girls and their mentors who are searching for you online, both genders can search differently. The research is done to know the gender-age based search intent(intention wise data can also be accessed for better understanding) by understanding psychology differences and cater marketing strategy precise. Plotting target audience age range can help you narrow down the channels and help to position the brand precisely.

Background Study

From where your customer is coming from is equally important to understand the background of the audience, lets you know motivation level in the education field. Or how seriously they in for buying your services.

Goals and Pain point study

Assessing Goal and pain points are very critical, can help you modify education services to address shared goals or pain points which can become your institutes USP.

 

Understanding goals, breaking them down into timeline and pitching your services according to their goals turns potential customers into customers.

To understand goals and pain points, place yourself in customer shoes, note down day to day life routines and put yourself into it. Understand customer lifecycle. For more on how and what to do, this is where we come in, contact us now.

Online Analysis
  • Where do they spend most of their time online and offline?
    Ans to this can lead you to the right battlefield at right time.

 

  • Where and how they Spendings money?
    A step to know and chart out the range of money they can invest or go beyond to invest in your education centre. It is a prime step to filter out target students.

Set Education Marketing Objectives

Online education marketing objective

While working on the website, you must able to answer the following

  1. What is the website all about?
  2. Who is it for?
  3. Why should he buy
  4. What to do next.

Education institute Website

Watch out delicately for Following factors while working

  • Positioning
  • Brand uniformity
  • Reflection of brand personality
  • Awareness
  • Video content purchase option (if any)
  • Flawless code.

Design-wise

While working on the design, you must take care of the following things

  • Customer must appreciate your website naturally
  • It should be according to customer experience,
  • Low visual complexity
  • High prototypically
  • Visual hierarchy(FIST)
  • F pattern
  • Hicks law

To achieve above you can use Thrive Themes, they are highly prototypical and easy to use.

Content goal

The content goal should match with your Website goal and SMM goal. And it should be high quality everywhere, and it should reflect you brand image everywhere in a standard and uniform way. Watch out for the following

Educational Institute & college Social Media Marketing

Tip 1: Copy should be inspiring that it should touch emotionally to everyone.

 

Tipo 2: FB Group and Channels to Build community are the future of marketing, please note that.

 

Tip 3: Keep 6 posts to helping them to grow and 7th post of what you are selling in the same line.

Education institute and college level Partnership Objectives

 Tip 1: Partners with those with whom your brand resonate.

Actions and Action plan

Acting on an objective is core and lengthy function. Result of the action takes time. It can take 4-24 months or more if the project is significant. It took us around 5-8 months to reach result-oriented primary goals(Organically). And ROI jumped more than 300% in 1 year. We Broke Down every goal from 5 years to week today, we scheduled everything and projected short term and long term impacts. Long term impacts were such wherein even if we stop working, our results will come. We named such marketing as perpetual marketing as it gets viral-like continuous ripple effect with consistent efforts once done. Taking action is a crucial part of the process. More emphasis on high quality should be given than quantity as it is defining your brand personality online. Thus everything should be just as perfect as you. Actions take full and meticulous involvement for every small bit. Even selection of excellent colour scheme to most minor design elements or choice of words. If all that is taken care of, you can deliver High Value which going to source unlimited customers to you. But, work doesn’t stop there; improvisation is vital as much as curation. Thus optimization of content, design, interaction (UI/UX) should be done regularly. Map you student interaction and whole journey and improve on recommendation and suggestion, sometimes this becomes USP in the market which customers like very much. At last, you also know this is like painting your brand image in the digital landscape, which is blank at first, but when you start painting and remember complexity grows with strokes. Every stroke has to be delicately dealt with, so that the customers( in this case, students and their mentor) also get the same perception with which you are painting your canvas. 

And remember marketing to college students or mentors is an open-ended process; you have to be evolving and staying relevant every day.

PS: Do kindly note marketing strategies for a newcomer, and well-established education centre differs a lot. Both have different goals, and one has to find opportunity other has to remain word of mouth, So never mix up marketing angles.

1 comment

  1. vurtil opmer

    Normally I don’t read article on blogs, but I would like to say that this write-up very forced me to try and do it! Your writing style has been amazed me. Thanks, very nice article.

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