In an increasingly global workplace, international schools play a vital role in providing high-quality education to students, preparing them for future challenges and opportunities. With the increasing competition in the education sector, it’s crucial for international schools to stand out and communicate their unique offerings effectively. This is where marketing comes in. In this article, we will delve into why marketing is important for international schools and explore several digital marketing techniques that can be utilised to enhance their visibility and attract more students.
The Value of Marketing in the Education Sector
Marketing, including Digital Marketing, is no longer a concept confined to the business world. Its significance has permeated into the education sector as well, especially for international schools. The ultimate goal of marketing is to understand the needs and wants of the target audience, and tailor the offerings to fulfil these requirements.
Reaching the Right Audience
In the context of international schools, the target audience primarily comprises parents who value high-quality education with a global perspective. Not all prospective families are looking for the same things in their chosen school though, so it is important to understand what your key market segments are.
Another key question when choosing your audience: Do you want to increase the number of families in the same market segments that your school currently serves, or do you want to target new or underrepresented customer groups?
Effective marketing strategies enable schools to reach out to this audience, communicate their unique offerings, and convince them of the benefits of choosing their institution over others.
Standing Out in the Competitive Landscape
With thousands of international schools worldwide, each offering a unique blend of curriculum, faculty, facilities, and co-curricular activities, the competition is intense. Marketing helps these schools differentiate themselves, highlight their unique selling points, and establish a strong brand identity that resonates with their target audience.
Boosting Enrolment Rates
Effective marketing strategies not only increase the visibility of international schools but also contribute to higher enrolment rates. By showcasing the school’s strengths and achievements, marketing efforts can persuade prospective students and parents to choose that particular school, thereby increasing enrolment.
Enhancing School Reputation
Marketing also plays a crucial role in building and enhancing the reputation of international schools. Positive testimonials, successful alumni stories, and showcasing the school’s achievements in various fields can significantly enhance the school’s image, attracting more students and reinforcing the trust of existing ones.
Now, let’s explore some digital marketing techniques that international schools can leverage to achieve these objectives.
Digital Marketing Techniques for International Schools
In the digital age, traditional marketing methods like print advertisements and brochures are no longer sufficient. International schools need to leverage the power of digital marketing to reach a wider audience, engage with them effectively, and convert prospective students into enrolments.
Search Engine Optimisation (SEO)
SEO involves optimising the school’s website to rank higher in search engine results pages (SERPs) for relevant keywords. This increases the visibility of the school online, making it easier for prospective students and parents to find it. SEO involves various strategies like keyword research, content marketing, and link building, which can all contribute to higher search engine rankings and increased web traffic.
Like any location based service business, appearing in local searches and the searches of families interested in the location of the school is of utmost importance. Investing time in good Local SEO techniques is key for increasing an international school’s online presence.
Pay-Per-Click (PPC) Advertising
PPC is an online advertising model where schools pay a fee each time their advertisement is clicked. PPC ads appear in search engine results when users search for specific keywords. By targeting keywords relevant to their offerings, international schools can attract qualified traffic to their website, increasing the chances of conversions.
The type of PPC ads your school uses will depend on where your target market spends their time. Google is usually a key platform due to their large market share in most countries. Social media ads can also play a vital role in filling admissions events with interested local families.
Content Marketing
Content marketing involves creating and sharing valuable content, such as blog posts, videos, and infographics, to engage the target audience. This content can provide insights into your school’s curriculum, teaching methodology, campus life, and more, helping prospective students and parents make an informed decision.
In addition a great content strategy can boost your SEO efforts for international school related searches by displaying to search engines that your school is a local expert in education.
Social Media Marketing
With millions of users worldwide, social media platforms provide a powerful channel for international schools to reach and engage their target audience. Schools can use these platforms to share updates, post engaging content, respond to queries, and build a community of engaged followers.
Influencer Marketing
Partnering with influencers, such as renowned educators or alumni, can enhance the credibility of international schools and expand their reach. Influencers can share their positive experiences with the school, persuading their followers to consider the school for their educational needs.
Email Marketing
Email marketing is a cost-effective way to maintain regular communication with prospective and current students and parents. Schools can send personalised emails with updates, reminders, and other relevant information, keeping the recipients engaged and fostering a strong relationship with them.
Virtual Tours and Open Houses
Virtual tours and open houses allow prospective students and parents to explore the school’s facilities and offerings remotely. This is particularly beneficial in the current pandemic situation, where physical visits may not be feasible. Virtual tours give prospective students a sense of the school environment, helping them decide if it’s the right fit for them.
Data-Driven Marketing
Data-driven marketing involves using data and analytics to understand the needs and preferences of the target audience and tailor marketing campaigns accordingly. This can enhance the effectiveness of the marketing efforts, leading to higher engagement and conversion rates.
In conclusion, marketing plays a pivotal role in the success of international schools. By leveraging various digital marketing techniques, schools can enhance their visibility, attract more students, and stay ahead in the competitive education sector.