WEB BASED MARKETING STRATEGIES

Presented by : Mr Israel Enuekwe.

What is web based marketing

• This is the marketing of products or services over the Internet & it ties together creative and technical aspects of the Internet, including design, development, advertising and sale.• Online marketing is used by

companies/schools selling goods and services directly to consumers as well as those who operate on a business to business model

Focus resources on the Web-based strategies

•The Web has changed how we market our schools. Rely more on online vs. print ads (they are more effective).

Eight Web-Based Strategies for Every School’s Marketing Budget

• 1. Website Enhancements. Your schools website is the most important marketing and communicating tool.

It should be geared toward your prospective parents. This should be one of the focal points of your marketing budget. Ensure that the school’s website and the entire admissions process communicate an authentic perception of your school.

You may need to invest in some key enhancements that may include improved copy that is keyword rich or videos that tell your schools story.

Keep in mind that your website is your most important marketing and communication tool. It is the face of your school.

Update your school’s website with current programs, tour dates and times, and other recruitment information.

Conduct virtual school tours and fair, Develop videos of interviews on campus, and put on your website.

Suggestion: Content is everything. While slick(operating or performing skilfully and effectively, without problems and without seeming to need effort) and savvy(practical knowledge and ability) websites are undoubtedly eye-catching, well-written and organized content with easy-to-follow links to other information and catchy photos are extremely valuable, and can provide the information that people are seeking.

2. Mobile Website —

•With the increased use of smartphones, it is critical to develop a mobile version of your school’s website.

3.Search Engine Optimization (SEO).

• While it is important to have a great looking website, it is essential to commit resources to SEO strategies that include the effective set-up and use of title pages, page descriptions and keywords. In addition, it is helpful to work with a company that specializes in these services to provide ongoing analysis and consultation.

Google AdWords

•While organic search results can be generated through SEO, you will want to allocate your marketing budget to paid search through Google AdWords. This approach helps you to target keywords and drive the viewer to your website or specific landing pages geared to the specific ads.

5.Facebook Enhancements

• You will want to consider taking your school Facebook page to the next level by incorporating a branded landing page, sign-up form and other enhancements. NorthSocial.com provides some of these helpful applications for you to integrate into your Facebook page.

6.Facebook Ad Campaign

• As the number one social media site, your prospective parents are most likely on Facebook. You should allocate marketing budget to create Facebook ads throughout the year that drive the viewer to like your schools page as well as to view your website and specific landing pages that generate interest in your school.

7. Video Vignettes

• Video is an important tool to use to market your school. By incorporating short video vignettes on your website, Facebook and YouTube, you will be able to tell your schools story through students, parents, alumni, faculty and staff. You should invest in some video cameras and produce some of your students to provide some of the videos you need.

11 Ways to Tell (Sell) Your School’s Story through Video

• Video is one of the best ways to tell your school’s story. • Gone are the days of the professionally produced 10-15 minute video

for private and independent schools. If anything, you need a much shorter video to showcase your school and some additional video vignettes.

• Video should be a key part of your school’s marketing strategy. It is an engaging and appealing way to share your schools story. We live in a day where the homemade “YouTube” video is what people like best. It has the feeling that it is authentic instead of being produced as a marketing piece, even though there is a place for this.

Videos should be posted on your school’s website, Facebook page and other social media sites. These videos should also be part of your video channel on YouTube or Vimeo.

While you should try to capture short video footage of events and activities on campus, it is also important to consider some other video vignettes that are more intentional and focused.

The following are video ideas you should produce now using a key question for your target groups:• Ask current parents: “What do you like best about

your school?” • Ask new parents: “Why did you choose this school for

your child?”• Ask faculty: “What do you like best about teaching at

your school?”• Ask students: “What do you like best about your

school?”• Ask seniors: “What college do you plan to attend next

year?

For each question, you will have a variety of responses that you can edit together into a short and compelling video

vignette.

Other ideas:• Share your traditions by producing a short video vignette

showcasing what you do and telling your story through students, faculty and parents.

• Provide a short interview with the head of school discussing his or her passion about the mission of the school and vision for the future. You could also do this with the board, principals and faculty.

• Produce a day in the life video of any of your students by following them around school for a day.

Ask students to describe the school in one word or a short phrase. Edit these words or phrases together in a short video vignette.

Produce a series of video vignette that describe your key brand messages. Whether your key message is about the community environment or college preparation, use video vignettes to tell these stories.

Produce a series of short video vignettes to tell the story of every faculty member. Imagine a page on your website where a prospective parent can click on a link to view videos profiling each member of your faculty.

8. Blog

• Incorporating a blog into your schools website can help you tell your schools story as well as to provide ever-changing, rich content source that is important for search engine optimization. You might want to take the approach of launching a head of school blog or a general school blog that is written by multiple contributors from your school team.

Generate leads through online marketing strategies

• When prospective parents search for your school online, what do they find? What happens when they use an online private school directory or a local business site? Do they find outdated or incorrect information? Old or even negative reviews?

• Your schools online presence should be part of your comprehensive marketing strategy. Prospective families are finding your school online and it is critical to pay attention to what’s out there on the Web.

• While many marketing and admissions directors are focused on improving their schools website, online directories and local guides are also critical to explore and enhance.

There are many online directories and search engines that provide listings of your school. As part of your marketing strategy to upgrade your online presence, you should take a look at how your school is presented online at the following sites:

Websites • Google Place Page• YahooLocal.com• Yelp.com• Citysearch.com• Insiderpages.com• Superpages.com• Yellowpages.com

In addition, you will want to investigate your online presence on the following school sites devoted specifically to private schools:

• Greatschools.com• PrivateSchoolReview.com• SchoolDigger.com

• Most all of these sites will allow you to claim your listing so that you can update your schools information and post pictures. In addition, online reviews can be posted by parents about your school on most of these sites.

• Generating leads through your online marketing is based on three foundational online marketing strategies: search engine optimization (SEO), paid search and content strategy.

• SEO is all about high-credibility, organic search results; it’s about doing the right things with the content and the code to earn better search results.

• Paid search, also called pay-per-click, allows a school to move to a front-and-center position on a search engine results page or display network. We can determine which keywords and phrases make sense for a school and set a monthly budget for click-troughs. This budget can be restricted to show only within a specific radius to avoid paying for clicks outside of a school served market.

• Content strategy can contribute credibility and build school brands through a variety of ways. With valuable, consistently updated content on their site, schools can establish themselves as experts in their community. A strong content strategy should be executed across a range of media: blog posts, social media, videos, infographics, eBooks and more. By aligning a content strategy with a greater marketing goal, such as key enrollment seasons, schools are able to zoom in on particular demographics to provide valuable information to the right people at the right time.

• Tell your school story online. Telling stories about your school on your website and on Facebook is your main online strategy. While you can get overwhelmed with the plethora of social media sites online, your effort should focus on Facebook. By posting at least one story a day, you provide a window into your school. Just think, you never know who is browsing your school’s Facebook page and thus making a decision about whether or not to take the next step based on what they read and see. This is what has worked in schools that experienced an enrollment turnaround.

Thank you….