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You might find it strange to put "education  center" and "marketing" together.   But the school field is getting more and more  competitive because it is growing all the time.   Educational institutions need a plan to reach   their goals and beat the other schools.  No matter how big or small a group is,   every school needs marketing, and  there are strategies for every size.   In this video, we'll talk about the basics of  education marketing and list the best and most   reliable marketing trends for schools  for the next few months and years.   What is marketing for schools? Education marketing is a type of   marketing that uses methods, strategies, and tools  to assess the market, adapt a school's services to   the needs and expectations of their potential  clients, and promote their value proposition.   It means making the school a brand to make  it more known and give it more worth.   Marketing for educational institutions uses  the same channels and tactics as other types   of marketing, but the focus is different. It's  not the same to try to sell tomato sauce as it   is to try to get people to make a life-changing  choice. It's important to be friendly and honest.   A big part of marketing for schooling  these days takes place online. Even if   your school doesn't put a lot of emphasis on  digital skills, it's more important than ever   that you work on your online reputation. Why? Because everyone looks up information   about a product or service they're interested  in online. In response to these searches,   it is very important for every school  to give the best version of itself.   Also, any marketing plan needs to take into  account how the pandemic has changed things.   A school that only meets in person  needs to be ready to move online if   that becomes necessary. This means  making a model for mixed learning   and letting people know about  it through its marketing plan.   Marketing in a school has two goals: to keep  the kids it already has and to get more people   to sign up. This is called "retention  and acquisition" in the business world.   Each goal is just as important as the others. It  doesn't help to focus on getting more students   if the school isn't ready to live up to  the standards set by its marketing.   As well as having some kind of quality control  method, it is important that teachers get ongoing   training, that the educational plan is up-to-date,  and that the school's values match those of the   people they are trying to reach. Who is the message meant for?   In this case, reaching the target group means  trying to meet the needs of the students,   their families, and the companies that will  hire them in the future, or even better,   going above and beyond them. The plan for  schooling should be made with this in mind.   Students and their families make the  decision about which school to attend.   The important thing is to think about what  a person looks for in a school. What do   they most value? How do they decide? What  factors do they look at? Prestige, quality,   educational style, proximity, testimonials? You can find out by talking to everyone who has   a stake in the school (parents, kids, teachers,  former students, etc.). That's why it's best   to do market research to find answers to your  questions before deciding on a marketing plan.   The study should also include information  about the environment and the competition,   both online and off, so that you can compare your  school to them in terms of price, facilities,   views, results, extracurricular  activities, etc. And of course,   you should look at your school's results, not  only to find areas that need improvement but also   to get numbers you can use in your marketing. Any choice made at a school will have an effect   on how people think of the school,  for better or worse. Because of this,   the plan for talking to families should be well  thought out. There isn't any room for change.   It's important to remember that the people in  your class now will be like a family to you in   the future. Their suggestions are the best way to  get people to buy something. Word of mouth is and   always will be one of the best ways to market, and  it's even more important in a choice like this.   One of the most important parts of  loyalty is getting the school, kids,   and families to work together more.  More and more schools are making or   using mobile apps to help students  and teachers talk to each other.   Let's look at these ways to get  people interested in schooling.   1. Connect with your audience  through social media.   There are now about 4.59 billion people on  social media around the world, which is about   42% of the population. Most millennials use  social media sites like Facebook, Twitter,   Instagram, and Reddit. Gen Z, Gen X,  and baby boomers are next in line.   Since their early days, social media  platforms have grown up in every way possible,   and now they can be used in higher education  marketing in a huge number of different   ways. No matter which social media site you  choose, your goal should always be the same:   to connect with your target audience in a  meaningful way by posting interesting content.   A social media marketing (SMM) persona is  a good way to represent your target group.   The marketing persona should have details like  the person's age, gender, level of schooling,   goals, challenges, and main values.  Think about your social media image   when you decide what content to make,  but don't be afraid to try new things.   As you gain more followers on social media,  you'll reach a point where a single piece of   content you post can quickly reach millions, even  if you don't have that many followers. SMM is   different from other ways of marketing schools  because it lets you see exactly who is sharing   your content. This gives you useful information  that you can use to improve your marketing.   2. Digital advertising should be  part of your marketing budget   Digital advertising can be a very efficient way to  market education services, which is one reason why   it is expected that the world will spend over  $700 billion on digital advertising by 2025.   By 2024, advertisers in the United States  will spend 70% of their advertising funds   on digital ads, ing to predictions. The best thing about digital advertising   compared to traditional advertising is  that it allows for precise targeting   based on things like demographics, purpose,  patterns of engagement, and other things.   For example, a higher education marketing firm  that advertises for schools can only target   graduate students who live in a certain area  and have shown interest in a certain product   or service in the past. This kind of targeting can  have a hugely positive effect on how many people   click on ads and on all other important measures. Some of the most popular ways to advertise online   in 2022 will be through search engine ads, social  media ads, display ads (also called banner ads),   and video ads. Each of these channels has pros  and cons, which is why most advertising experts   suggest using a mix of all of them. No matter how much of your marketing   budget you spend on digital advertising,  make sure you collect as much data as you   can so you can track how well it works and  make smart choices about how to improve it.   3. Make a website that works on mobile  devices and has an optimized landing page.   People who use the internet on their phones  now outnumber those who use desktop computers   and laptops. This has been the case for a  few years. The number of smartphone users   around the world is expected to hit 7.7  billion by 2027. This means that no one   who wants to do well in education marketing  can afford not to have a website that works   well on mobile devices and a landing  page that is optimized for conversions.   For a website to be mobile-friendly, it must look  and work well on mobile devices. This means that   all links and navigation elements must be easy  to click, the site itself must be responsive,   and page loading times shouldn't take more than  three seconds, which is how long half of the   online population expects a website to load. In 2023, you should also think about using AMP,   which is a web component framework and a website  publishing technology made by Google. AMP makes it   easy to make web pages that load quickly and  smoothly and put the user experience first.   If you do nothing else, make sure your  website passes Google's Mobile-Friendly Test,   which checks how easy it is for a guest  to use your page on a mobile device.   To use it, type in the URL of your website  and wait for the tool to finish checking.   Mobile-Friendly Test will tell you if your website  is mobile-friendly or not, and it will also give   you a full list of all the page loading  problems it has found so you can fix them.   The next issue we need to talk about is how to  make teaching websites that put the user's needs   first. This will depend on what your users want  and what kind of educational offering you have.   Some things, though, are the same for everyone.  For example, the site should be easy to use and   have interesting material. You want people to  use your website, and these are the two main   reasons why people leave and never come back. This is especially important when making a   website for a school or college. Make sure that  everything is easy to find and that users don't   have to go through a lot of choices to find what  they want. You also want to keep a steady flow   of useful information on your site that will  keep people coming back to see what's new.   4. Get students to write reviews online. At this point, everyone knows that 90% of   people read online reviews before going to a  business or paying for a service. Because of this,   internet reviews should be a big part of  all marketing plans for higher education.   The best way to get kids to write online  reviews is to make it as easy as possible   for them to do so. Better yet: make it fun!  Instead of making students fill out long forms,   you can use a star system and let them choose  whether or not to give vocal feedback.   When you get an online review, you should  answer it as soon as you can. You shouldn't   ignore bad reviews, but you also shouldn't be  rude. You should look at every bad review as a   chance to show possible customers how  you handle the worst-case scenarios.   If you're not getting as many reviews as  you'd like, you can always offer discounts,   gift cards, extra points, and other perks to  get people to write reviews. Most of the time,   it's enough to ask nicely for reviews  through emails or other one-to-one channels.   5. Make videos that people want to watch It's easy to see why more and more marketers   say that video material gives them a great  return on their money. HubSpot says that 78   percent of people watch online movies once a week  and 55 percent watch them every day. That's a lot   of people who could watch your videos if you  made them interesting and put them online.   Since educational video material is one of  the most popular types, people who work in   education marketing don't have to look too far  for ideas. They can easily turn existing goods   or services into entertaining videos and  post them on popular sites like YouTube.   Video content can come in many different  forms, such as demo videos, brand or event   videos, expert interviews, teaching or how-to  tutorials, explainer videos, animated content,   case study and customer testimonial videos,  live videos, virtual reality videos, and more.   You should let your audience tell you what video  content to make. This is only possible if you   keep an eye on important metrics like watch time,  average view duration, average completion rate,   audience retention, re-watches, click-through  rate, engagement, subscriber growth,   peak live viewers, and others. 6. Bring about safety   The pandemic problem of 2020 has kept getting in  the way of schoolwork, and it probably will for   a long time. On top of that, there are other  safety concerns that make parents think about   alternatives to learning in person or ways to  control how much time their kids spend on campus.   When making a marketing plan for education at  this time, there are both new difficulties and new   chances. More competitors will move into online  education places, which will make things harder,   but more parents and students will look for ways  to learn at home, which will make up for it.   Getting the word out about how safe and  convenient it is to learn from home will   be a good way to sell education. Tell your  audience why using your service as part of   their educational plan is a good idea and  how it helps keep kids or families safe.   Distance learning websites and apps are in  a good position to rise to the occasion,   but traditional educational institutions can  also get in on the action by promoting their   home-based choices when marketing  their education services in 2022.   The more you focus on making great tools for  kids to learn from a distance, the more you can   make the best of this situation. If you don't  already have any educational apps, you should   make some so that people can access your material  and courses from anywhere with a mobile device.   7. Make apps that teach. Even though it's been said in a few of the   other points, having an app is even more useful  in 2022. With so many people now looking for ways   to learn or access educational materials online,  having an app is a great way to bring in new users   and keep the ones you already have. Having a  simple button on their home screen that they   can click to go straight to their lessons is much  more convenient than having to find your website.   Apps can be a great way for students  at traditional schools to get access   to course materials, schedules, events, and  more. It can also help students solve easy   problems or get answers to questions  without having to go to campus.   8. Promote apps for learning Educational marketing for an app needs the   same tools as educational marketing for a website,  as well as tools for selling the app itself.   Marketing plans for education apps  should include paid ads, reviews,   SEO, a social media strategy,  content creation, and more.   Here are some examples of educational  advertising that you could use to sell your app:   Having a website for your app that is  built for SEO marketing, looks good,   works well on mobile devices, and is  full of interesting and useful content.   App shops with paid ads Marketing and advertising on social media   Marketing with influencers Promoting and paying for reviews   Ads that teach through videos 9. Get more people to use your app   It's great if students use your app to  learn, but a good digital marketing plan   for education will keep looking for more  ways to make sales. The more you give them   a reason to come back and stay interested,  the more services you can get them to buy.   The Duolingo Owl is a great example of this. The  owl is more than just a mascot. It also sends push   notifications and emails to users to remember  them not to miss days and break their streaks.   Personalized content, reminders to  keep using the app, and offers for   more services within the app, like  new courses and course upgrades,   are all great ways to keep current  users interested in education marketing.