In today’s digital age, private schools face increasing competition and the need to stand out in an increasingly crowded set of options for parents and students. To remain visible and attract prospective students and their families, private school principals and administrators must leverage the power of digital marketing.
With students and their families spending significant time online, private schools must meet their target audience where they are. In this context, search engines like Google play a vital role, with about 93% of individuals starting their school search there. By implementing effective digital marketing strategies, private schools like yours can improve your visibility on search engine results pages (SERPs) and connect with your desired audience.
The best part is that essential digital marketing doesn’t have to be costly, making it accessible for private schools of all sizes. This article will explore why digital marketing is vital for private schools and discuss effective tactics that can contribute to their long-term success.
Where to Start Your Digital Marketing Efforts
Initially, digital marketing might be overwhelming, frightening, and even a little perplexing. You may also be asking yourself the following:
- “I have no idea what I’m doing. What’s the first thing I should do?”
- “Are any of my messages getting through?”
- “How do I know I’m reaching the right people?”
While those are legitimate questions, here is the good news. Basic digital marketing isn’t rocket surgery. With patience and guidance, you can learn the best marketing tactics for your private school and how to experiment correctly.
These tactics can get your digital marketing campaign up and running quickly. Here are six tactics that work well for private or independent schools.
Find and Use Keywords in Everything
Keywords are words and phrases that describe your school, and what students and their families will use to find you in search engines such as Google, Bing, or Duck Duck Go. You need to identify these keywords When you are just starting with digital marketing for private schools. For example, if you’re a private school, keywords might be “private school,” “independent school,” “Christian education,” “enriching education,” and “college preparatory.”
You will then want to take some time with a keyword planner like these:
- Semrush Keyword Magic Tool
- Google Search Console
- Google Ads Keyword Planner
- Google Trends
- Ahrefs Keyword Generator
- Moz Keyword Explorer
- Rank Tracker
- AnswerThePublic
- Keyword Surfer
- Keyword Sheeter
- Keyworddit
- QuestionDB
- Ubersuggest
Use keywords from your compiled list whenever you do any form of digital marketing. When you write a blog, you will want to use the keywords within the text. If you make changes to your website, use the keywords. When making a video, use the keywords as part of your description and your narrative.
Now you might think that you should stuff the keywords in. However, leave the stuffing to the Thanksgiving turkey.
Here is an example using the keywords “turkey recipe”:
Are you looking for turkey recipes? If you’re looking for a great turkey recipe, look no further. Our Thanksgiving turkey recipe website is the best place to find a new family favorite turkey recipe. Feel free to check out our list of turkey recipes from our turkey recipe selection below.
Pretty ridiculous, right? That’s not even the worst keyword stuffing out there.
The bottom line is that Google dislikes black hat tactics like SEO keyword stuffing because those methods focus on trying to gain the system rather than a great user experience. You will want to use them naturally and only as much as you need to, but do use them and use them often.
Use Social Media Organically
Most individuals use social media on a regular basis in their personal life. Therefore, it makes sense that it should also play a significant part in your private school marketing efforts. It can also be used as a service tool for parents.
Almost everyone has a social media account. Your potential students and their parents will perceive you as irrelevant or lacking credibility if you do not have a presence on social media. If students and their families locate other schools on social media, they may be more likely to consider them for their educational needs than yours.
The secret to success on social media is consistency. Find out which social media platforms your target audience uses, then share your content with them, be a part of their life, offer information, be helpful, and occasionally promote. Sharing valuable content will result in organic growth and the development of a long-term relationship with your audience. When your followers engage with your content, their friends see it, and your network expands.
Organic social media may appear to be just a small part of your marketing efforts. Still, it has a significant return on investment potential if you consistently work to distribute information and connect with your audience.
Here are a few things to consider when creating your social media channels:
- Choose the social media sites that students and their parents are using. Pick a few channels and focus on them first. You may think you need to be on every social media channel, but you don’t. I recommend that you establish your presence but don’t feel like you have to be active on platforms that your target audience doesn’t use.
- Don’t reinvent the wheel, but take advantage of social media analytics. The major social media platforms can show you data on how your content is performing. If you find something that works well, repurpose and reuse it.
- Find and interact with key influencers in the education field. People with a more prominent social media presence will eventually begin to share your content. However, you may need to undertake some connection-building first. Share their material while you wait for them to engage with you.
- Use a social media management tool like Hootsuite, Buffer, Social Champ, or SocialOomph to pre-schedule your posts. The good thing is most of these tools offer a freemium model, so you can try them before subscribing.
- Set aside time to prepare your social media posts for the week, and then use one of these apps to schedule them. This will make it appear that you are posting throughout the week, but the work is done all at once, allowing you to focus on other aspects of running your private school.
Start a Blog
A blog will help prospective students and their parents find your private school. If you create informative, helpful content on your website, you can then share it on various social media channels. The content you share will position you as the industry expert that you are, giving you an advantage over other schools. You should always strive to appear more knowledgeable and in control than your competitors. With solid, helpful, and valuable content, your prospective students and their parents will learn to trust you and share that trust with their families and friends. Therefore, your private school becomes more than just an educational institution. You become a trusted advisor, which will lead to loyal students and more enrollments.
Make and Share Videos
Video has emerged as a powerful force in digital marketing for private schools. People still want to know who they are entrusting their child’s education to. This makes video an excellent approach to introduce your private school to prospective students and their parents. A well-produced video can convey information, promote engagement, and foster trust among your target audience. It’s also more enjoyable than reading text. The good news is that creating videos doesn’t have to be costly or complicated.
Here’s how to get started:
- Learn how to use your smartphone’s camera. Most smartphone cameras are excellent as a first camera for recording marketing videos.
- Buy an inexpensive lapel mic such as the MAONO Omnidirectional Condenser Clip-on Lapel Mic.
- Plan your videos and create a script or outline to ensure your message is clear and concise.
- Shoot the videos in well-lit areas with minimal background noise.
- Edit the videos using simple video editing software, which can be easily accessed on your computer or smartphone.
- Optimize your videos by adding relevant keywords and tags in the title, description, and tags section when you upload them to platforms like YouTube or Vimeo.
- Share your videos on your website, social media channels, and include them in your email newsletters to reach a wider audience.
Optimize Your Website
As a private school, ensuring that your website is optimized for desktop and mobile devices is crucial. Delivering a fantastic user experience on all platforms will keep prospective students and their parents engaged, allowing them to explore your website and take the desired actions. Therefore, you must ensure your website is user-friendly and accessible to your target audience.
Here are some tips to help optimize your website for search engines and user experience:
- Create an account with Google and set up your Google Search Console by registering your domain name and following the instructions. Google will provide you with tips on what needs to be fixed.
- Use relevant keywords in your website’s content, including page titles, meta descriptions, and headings. Incorporate keywords naturally and avoid excessive keyword stuffing.
- Optimize your images by adding descriptive alt text, as search engines can’t read images directly.
- Ensure your website loads quickly on both desktop and mobile devices. Minimize file sizes, enable browser caching, and use a responsive design that adapts to different screen sizes.
- Make your website easy to navigate by organizing your content into clear sections and providing intuitive menus and search functionality.
- Regularly update your website with fresh and engaging content, such as blog posts, news updates, and event announcements.
- Monitor your website’s performance using web analytics tools like Google Analytics to track visitor behavior, identify areas for improvement, and make data-driven decisions.
Build and Utilize an Email List
Building an email list is a valuable asset for private schools. A responsive email list allows you to establish strong relationships with current and prospective students and their parents. It lets you send targeted email newsletters, special announcements, and valuable information directly to their inboxes, keeping them engaged and informed.
Here are some tips to get started with email marketing:
- Use your website’s contact form to collect email addresses from interested individuals.
- Send regular newsletters to your email subscribers, providing valuable content, updates, and insights about your private school.
- Personalize your emails by addressing recipients by name and tailoring the content to their interests and needs.
- Segment your email list based on factors such as grade level, interests, or location to send more targeted and relevant messages.
- Include clear call-to-action buttons or links in your emails to encourage recipients to take the desired actions, such as scheduling a campus visit or requesting more information.
- Monitor email performance metrics like open rates, click-through rates, and conversions to assess the effectiveness of your campaigns and make improvements over time.
Digital Marketing Is a Key Brand-Building Tool
Digital marketing shouldn’t be difficult. It’s important to remember that it’s not always about enrollment numbers. Building a strong relationship with your target audience, becoming their go-to source for educational information, and showcasing your private school’s unique offerings is what digital marketing is all about. Enrollment growth and positive word-of-mouth will naturally follow when students and their parents trust and value your private school.
Once a student and their family trust your private school and become part of your community, they will likely stay and even recommend your school to others. Building a solid brand and reputation through digital marketing is an investment in the long-term success of your private school.
The bottom line is:
- Keep your marketing simple, clear, and engaging.
- Personalize your messages to resonate with your target audience.
- Keep your marketing genuine and authentic, focusing on building trust and providing value.
- Students and their families want accurate, reliable information—they don’t want to feel misled or overwhelmed.
If you’re a private or independent school, now is the time to take advantage of the benefits that digital marketing can offer. Incorporating these strategies into your marketing efforts allows you to position your school for long-term success and growth. Whether you need assistance with search engine optimization, social media management, content creation, or email marketing, our team is here to help. Contact me today to explore how we can tailor a digital marketing plan to meet the unique needs of your private school and drive the enrollment results you desire.
