Delivering success online

Transcription

1 The Edelytics Guide to School Marketing

2 Horses for Courses Edelytics is the perfect mix of admission expertise and digitally proficiency. Our team comprises of exadmission heads, SEO experts, P.R. professionals, education marketing strategy analysts, education product developers.

3 Is Old really Gold? Traditional Outbound Marketing ways dissected are mostly non-measurable communication mediums. non dynamic and without two-way communication so least chance of prospect engagement Lot of performance inhibitors i.e., lifestyle changes, people are choosing what they want to hear and see, technology has made media more regulated so communications can be bypassed and filtered For recall value and sustained connection constant repeat campaigns are expensive and has the least ROI No mechanism of specific target segmentation so basically Spray and Pray model

4 Why school marketing needs to evolve? Answering the Digital way Word of mouth has gone online. More than references parents rely on reviews. Social media are center of discussions for parents and presence of influencers play a pivotal role. If parents are searching for a school,89% in India are Googling it,so your website better be found. Digital Marketing is measurable and much cheaper allows for client engagement and two-way communication on real time basis. Since the whole world is latched on to the internet for information and entertainment, the visibility is quite high and so a constant connection can be made through digital media. It allows for strategic targeting based on gender, location,age group, habits, so for a start digitally you can actually be visible only to the parents, aspiring parents in and around 20 kms of your school campus

5 What is Edelytics process to success? The doctrine of Growth Hacking and Inbound Marketing Inbound Marketing: The process of attracting the attention of prospects, via content creation, before they are even ready to buy; it's one of the best and most cost-effective ways to convert strangers into customers and promoters of your business. Growth Hacking: It is focused on optimization and acceleration of marketing techniques using disruptive technology for immediate and rapid results.

6 Inbound Marketing Methodology PLAN CREATE DISTRIBUTE CAPTURE ANALYZE CULTIVATE CONVERT

7 How it happens these days? A classic case study approach Mehul and Sunita are a classic example of today s parents living in the suburbs of Delhi/NCR who are looking for a private school for their kid Rohan.They are both working and want to provide the best education for their child. They are asking from friends, family, relatives but are hungry for information, expert opinions and basically all possible decision making compasses. Where do they find that? They resort to the internet. They are asking from friends, family, relatives but are hungry for information, expert opinions and basically all possible decision making compasses. Where do they find that? They resort to the internet. First, Mehul and Sunita go to a search engine website and enter some relevant keywords. In this case, they might enter best private schools in Delhi. The search engine compiles a list of websites that might provide information related to this query using its algorithm for effectively sorting and ranking sites. Mehul and Sunita are offered a list of websites to view based on their inquiry. The top few sites are usually advertisements for organizations that have paid the search engine to appear in the results for relevant keyword searches. The other sites are known as the organic results because they are produced by the natural operation of the search algorithm

8 Let s take a pause and assess A Classic Google Search Result Analysis

9 ...Story continues By clicking through and visiting different sites, Sunita and Mehul can find some relevant information about the best private schools in Delhi/NCR. Some sites may be very attractive, but are little more than tri-fold brochures in cyberspace that promote the school. They do not offer Sunita and Mehul much information to solve their problem. It is unlikely that Sunita and Mehul will follow up with schools that have websites like this. Other sites offer rich and robust content, not just about the school itself, but about how to make educational choices in general. For example, Sunita and Mehul come across the website for XYZ International School that offers an active blog, podcasts and video content directed at helping working parents be more involved in their children's education. The information that Sunita and Mehul find on this site is so valuable, that they connect with XYZ International s social media sites and continue to look forward to receiving information from the school

10 ..almost there Eventually, Sunita and Mehul will come to trust XYZ International School as an expert in private school education, after receiving relevant, timely, and meaningful s that continue to grow their respect for the school. Often when this happens, they will submit their contact information to the school and arrange a visit to the campus or receive a well-timed phone call from the admissions staff inviting them to visit. Sunita and Mehul visit XYZ International School where they find a warm and welcoming staff. They are impressed by their classroom visits, and it is highly likely that they will apply for admission. Their experience of the school lines up with their expectations based on their experience of XYZ International School web presence. The kind of marketing employed by XYZ International School in this example is known as inbound marketing. It is a powerful alternative to traditional forms of marketing.

11 Search Engine Optimization Inbound Marketing Tactics That s how we play Abbreviated SEO, these tactics are directed at computer programs in order to ensure that your website ranks highly for relevant keyword searches. The buyer persona will help you identify the relevant keywords that you can use in your web design. For example, we saw that Mehul and Sunita searched for best private schools in Delhi. You can also do keyword research to find out the number of people using specific keywords. This research can indicate the best keywords to use in your site design. SEO can be done employing the following: 1.Off Page Search Engine Optimization 2.On Page Search Engine Optimization

12 A website designed for conversion of traffic to prospect I am a happy Customer NOT! In our example, Sunita and Mehul did not follow up with websites that were merely brochures in cyberspace. They were looking for something more. They wanted a site that offered valuable information and could provide solutions to their problems. In addition, they wanted to develop a trusting relationship and a connection with the school itself. Websites require Right Images, right Navigation, Consistent design, Right Animation and Accessibility

13 Content Management System for prospect engagement and conversion Our content comes in all shapes and sizes SHARE MORE VIDEOS By understanding whom you are trying to attract and what their problems are, you can design content that solves their problems and builds trust. This trusting relationship can be established through blogging and social media interaction with the visitors to your site. The content needs to be fresh,newsworthy,exciting,shareable and social for visitors to read it and search engines to crawl it and index it.

14 Social Media Management Social Media Statistics When we first started looking at Sunita and Mehul s search for educational options, we mentioned that they might ask their friends for information. Today's parents are connected with many of their friends through social media, like Facebook. So they get valuable inputs and reviews. Proud Parents sharing the achievements on Social media makes them unknowingly your brand ambassadors and can point potential parents towards your website.

15 Paid Search Advertising Another inbound marketing tactic, when structured correctly, is paid search advertising. We mentioned before that you could pay to have your site show up more prominently in the search engine results for particular keywords. You can also purchase banner advertisements on websites where you believe that people in your target market will see. For example, you might launch paid campaigns in the early spring when parents are looking to make decisions about school for the next year.

16 Conversion Now that you know what it takes to drive traffic and engage parents with great content, the next step is to get those parents to tell you who they are. You don t want them leaving without providing some information or you will lose the opportunity to nurture them until they are ready to enroll. Here are some must-haves for Increasing your website conversions and needs to designed and positioned correctly for maximum output: 1. CTA (Call To Action ) Button 2. Landing Pages 3. Forms 4. Newsletters

17 Online Reputation Management Your digital guardian angel Being in the news for the wrong reasons online is like being in the headlines of a newspaper which people will not discard next morning to read a fresh one. It will stay and constantly affect your brand reputation every time somebody searches for your brand on the internet. What we deliver your brand are: 1. Brand Management: Add quality, oomph and use the right strategies to get your brand into the limelight. Top Repute will remedy reputations and brand positioning across social media and search engines 2. Brand Protection: Face false complaints, competitor envy and misinformation online with a more seasoned hand. We get your brand the best protection against any form of online slander and professional competition.

18 1. Complaints and criticism on Social networks through Blog Posts, Tweets, Facebook updates, etc 2. Search Engine Results- When people google your brand name they might come across defamatory content in the form of:- a. Negative reviews b. Hate sites c. Negative media coverage These will be combated through the following strategic measures: 1. Aggressive Seo 2. Review Removal 3. Online investigations 4. Discussion Forum thread management

19 School Enrollment Growth Cycle Re-engineered by Edelytics SCHOOL VISIT COUNSELLING XYZ INTERNATIONAL SCHOOL STEADY GROWTH OF ENROLLMENT FEE PAYMENT Our assurance to reach every internet search device used by parents in a catchment area of 20kms

20 Let s Begin... and make XYZ International School your story..