With the education market becoming ever more competitive, it’s increasingly important for private and independent schools to create powerful marketing strategies to attract new students to their programs. Even today, many schools are still focusing their resources on traditional outbound marketing tactics such as print and radio ads. On the flip side, many small businesses and startups have started to embrace inbound marketing and the advantages it has to offer.
Before we start, let’s take a look at what inbound marketing is. My personal favorite definition comes from Hubspot and states that: “Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive.” That means that you are creating content, usually online, that will be meaningful to your prospective client.
So why should you start focusing on Inbound Marketing? Well, for starters, it helps you attract the right type of leads to your school. By creating content that highlights the focus of your school, possible leads will gain a deeper understanding of what your school can/can’t-do for them. This will help alleviate some pressure from admissions team and will allow you to focus on building strong relationships with high-quality leads.
It also allows you to clearly define your mission. There are a lot of schools out there and it’s sometimes difficult to position yourself exactly where you want. By creating quality, meaningful content, you allow individuals to gain a better understanding of what is important to your school.
Finally, inbound marketing helps raise retention rates which in turn allows you to boost your overall pedagogical standing. By lowering your student churn rate, you can ensure that participants go through as much of your program as possible and become the persons that your mission aims to develop.
It can seem like a big, scary jump to move away from highlighting school plays and pajama days, but in the long run, the benefits to your school cannot be overestimated.