If you have a product or service that solves the problems of schools and colleges, you will be curious to know the different marketing strategies that can be applied to acquire more qualified leads on your website. If you are selling to schools and colleges, it makes your product or service as a B2B(Business to Business) solution. If you are selling the solutions to the parents or students directly without targetting the schools and colleges, it makes your product or service a B2C(Business to consumer) solution. The marketing strategies of B2B and B2C solutions are entirely different. This article focuses mainly on the strategies for a B2B solution for schools and colleges. This category includes school management software, biometric solutions, smart class solutions, etc.
The major difference in forming a marketing strategy for the educational institution market is understanding the persona of the buyer. A school owner will be different from the director of a university. The teachers who browse on your website will follow different navigation than an IT officer browsing the same website. This behavior can also change according to geography.
With the help of the right user analytics tools, you can optimize the website experience to generate maximum lead conversions.
Dynamic Website with good design and content
For a crowded online market with a lot of products selling to schools and colleges, you require a good website with dynamic content and user-friendly navigation. The website must be designed with the right kind of website visitors in mind. The content and its design must be as simple as possible and yet effective. The teachers and administrators of a school prefer different layout and color themes. This must be carefully researched and understood to get maximum conversions. Also, the content on the website must be planned in the right way too to match the persona of targetted customers. Inspirations can be derived from other products and services catering to the school market. Along with the quality of content, the focus must be given to produce enough quantity also as a regularly updated website will be ranked higher in Google compared to a website with static content.
This is one of the oldest marketing strategies but still very effective. The efficiency of email marketing works far better with schools and colleges compared to other businesses. This is because the schools read each email with care and curiosity. But this should not be abused with spam and unsolicited emails. You must make sure that all email marketing standards are followed so that you do not get punished for spamming the users. You can automate email marketing by integrating the email list creation and subscription management software like Mailchimp. These tools will also provide in-depth analytics about the performance of email marketing.
Another channel to generate qualified leads is through attending various educational events. These events can be either organized as technology events or pedagogy events. Usually, there will be large crowds of school owners and teachers present in these events. You can try showcasing the solution through a stall and collect maximum contact information. Later you can contact these leads after the event to qualify each of them as a potential customer.
Search Engine Optimization (SEO)
This is the default work you will have to do before or after making the website go live. There are different levels of search engine optimizations depending on your goals. If the website is properly optimized for search engines, it will rank higher for the chosen keywords in Google and other search engines. Search engine optimization is a broad topic and there are many things to optimize and configure. This will help you generate qualified visitors without spending money on paid marketing.
Pay Per Click Marketing (PPC)
If the website is not generating enough leads organically, you will have to spend the marketing budget on a pay per click advertisement campaign. There are many providers of PPC marketing and the most used one is Google Adwords. You can set a daily budget and optimize the different advertisement parameters to generate leads. While writing the content, keep in mind the type of visitors you want to generate through ads. The timing and geography of ad placement also play a crucial role.
Content marketing strategies work all the time. You should focus on writing quality content regularly. The contents can be blog posts, case studies, white papers or support articles. Just keep them publishing as a regular habit and the search engines will reward you accordingly. Make sure that the contents you create match the keywords of the overall marketing and SEO strategy you planned.
LinkedIn is a wonderful opportunity to market the solutions as there will be more professionals from educational institutions using LinkedIn. As LinkedIn is a professional networking solution, the content and images should be designed and planned in a way that will be appealing to the audience there. LinkedIn has a powerful search tool that can be used to shortlist the right audience to promote your solution. There are many LinkedIn specific strategies you can follow that you can find online.
Social media platforms are the easiest way to promote the tool. More than posting about the solution in your feed or solution’s pages, you can also try promotions through various groups that contain the right kind of audience you look to sell the solution to. Similar to the email marketing strategy, do not overuse this tactic or you will end up blocked from the groups.
Video marketing is gaining a lot of attention from all kinds of the audience including school teachers, administrators, and principals. Earlier days video marketing was only limited to Youtube videos. Nowadays you can promote the videos through instant messaging tools like WhatsApp or through other popular short video sharing platforms like Instagram. Make sure your video is properly scripted and edited by a professional video creation team.
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