By Liz Yee, Truth Tree
Sometimes it is difficult to know where to focus your energy and what digital tactics will make the biggest impact. I get it. There are only so many hours in the day so where should you focus and what will actually bring good results? Maybe it’s better to just crank out some low-level projects and hope they work? Or do you carve out time to tackle something that requires more energy but might actually be more impactful?
I’ve got you covered.
Here are 4 digital marketing tactics we have found that require a good amount of planning and execution but you’ll see big returns.
Now is the time to invest in content marketing. When thinking about content marketing, most automatically go to blogs and written content that illustrates your school’s areas of strength while subtly underscoring your expertise to prospective and current parents.
And oh, by the way, Google also loves content! Search engines like to point their users to the best and most highly regarded websites and a content marketing strategy can be used to boost your search rankings as part of your SEO strategy.
One new way to think about connecting with prospective parents and also appeasing the Google gods is by offering helpful webinars. Webinars:
Capture an audience’s attention in real-time
Offer more content that you can share out after the live event
Are a great way to generate leads and registrations
Think about what kinds of webinars you can offer that showcase your expertise, address a prospective parent’s pain points or add resources and support to parents. Use it as a way to engage with your prospects and get some virtual traction.
And dig deep–what kinds of content do parents actually need?
What do your current parents love about your school?
What are prospects excited to know more about?
What are the most FAQ of your prospective parents?
When asked on a tour, what do your teachers rave about?
In what areas does your school legitimately have expertise? A special program, special staffing, certifications, unique facilities, etc.
What are the most common parenting issues you’re seeing? Can you offer resources to help?
Most schools pride themselves on supporting families–both kids and parents. With that in mind, one webinar idea that’s been in my brain for years is a parenting series entitled, “How to talk to your kids about….” You can imagine how this series could go in so many directions, addressing literally every question parents (or their children) can imagine. And at every age and stage.
Kids come up with all sorts of questions and need answers. And sometimes parents feel stuck and unprepared to answer those tricky wonderings. For example, on webinar might tackle: “How to talk to your child about death and dying.” Most children these days will have questions about death: sometimes these questions come up when a family pet does, or there is a death in the family. Or another topic might be “how to talk to your child about bullying” or “bad dreams and worries.”
Put the word out for topics. Your faculty, school counselors, and even parents in the community will have great ideas for you to get started.
Take this idea and run! You’ll see amazing results digitally and also personally in your own school community. Parents will be thanking you for giving them guidance in real-time on real topics that are showing up in their homes or, of course, when they’re out driving in the car–isn't that when all the hard questions come up? A simple Google search shows that parents are indeed searching for answers.