Digital marketing is essential for educational companies. There are some common mistakes that businesses can make, so it’s important that they avoid them if they want to grow. For an educational company focusing on digital marketing, here’s what they need to know.
1 – Authenticity
What differentiates your company from others? Talking about placing alumni in the market or the teachers’ curriculum is a cliché: everyone is talking about the same thing.
Authenticity means understanding what your company seeks to be in essence and aligning the communication strategy in all digital and offline channels. This alignment process helps to attract the right people as potential students, as it conveys a genuine representation of the company.
Solution: Create People and compile real stories of students and alumni. Talk with the students of the distance courses or walk through your facilities so that you realize how people feel and what motivates them to stay in your institution, and creates ways to convey this message to the market.
2 – Message
All companies have some kind of mission that is well stamped on the wall, but it is no secret to anyone that a company exists almost exclusively to generate profits.
Although profitability is essential for an education company to survive, its mission is much more important than in companies in other segments. Transmitting a message that is aligned with this mission is not an easy task.
Solution: Think more as an educator and less as a marketer. You want to generate leads, and you want these Leads to buy. However, strictly commercial messages have a very negative effect on students.
In your messages, emphasize the resolution of the problems facing the public. What course to choose ?, How to pay ?, Is your institution of quality ?, Is your course good ?, What is the expected return in my day to day ?, Who has already studied with you? How many people?
3 – Mindset
It is common for an education company to direct much of the investment in marketing to buy offline media, buy email lists or invest a lot of money in Google Ads at a cost per click (CPC) much higher than necessary.
The fact that these actions have worked well until today is a great sign of the marketing strategy, but with market changes, it is possible that these actions lose value. The consumer profile, especially education, is increasingly migrating to the use of the Internet to make more extensive decisions and processes of research and study.
Solution: gradual change. Start with a small part of marketing or do an experiment in a controlled environment. Show results, expand and start over.
4 – Planning
It is so much what is happening around: the enrollments are finished, new groups are opened, others are cancelled, new classes are produced, and it is administered to the teaching staff, and if, in addition, the common difficulties that a person has to plan are added, that it transforms the task of medium-term planning into something almost impossible.
Solution: Segmentation! Planning all marketing can be impossible, but planning only one line of courses or a large area of knowledge can be much simpler.
Continue to do what all marketing is doing and try to plan a segment better. To help you create a free Digital Marketing Kit to define objectives, set goals and organize different business projects.
Challenges related to Marketing
5 – Segmentation
Usually, you will have many lists with several contacts, whose level of commitment and buying capacity you do not know well. Beginning to the segment can be a challenge at the conceptual level (what segments to create? Start by profile or interest? Which area of knowledge should I bet on first?) And at the level of tools (in case your tool email does not allow to create dynamic segmentations).
Segmenting is crucial. The insistence of education companies in sending generic content to those who are not interested seems endless. The results of this type of campaign are very small compared to the potential of segmentation.
Solution: segmentation tests and metrics. Make some email campaigns with these contacts and discover interests in terms of knowledge areas, course and level of education, if they have already decided on the competition, if they are still to be decided or if they have lost interest.
6 – Measurement
Segmenting gives way to the challenge of measuring, and the main problem is knowing what should be measured. Most likely, your networks and tools produce a high volume of data. But what information can you extract from all this volume? What decisions can be made based on what the campaigns generate?
Solution: Track the metrics related to the company’s objective in Digital Marketing, which should be directly related to the improvement of sales. If it is not possible to measure this result at the beginning, follow the indicative and intermediate performance metrics, such as the number of Leads, generation of opportunities sent to sales, responsiveness of the email list, increase of website traffic, improvement in the performance of a specific channel or savings in means to generate the same result.
7 – Content
Creating content is a challenge for any company. To make the courses attractive to students, the challenge is both to know what to write and produce good content, and to manage the production that normally involves several people, not just the marketing department.
Solution: Involve other interested people. Teachers and employees can help develop relevant content that addresses the various concerns of your future students. Students and alumni can produce written impressions, or show experiences in the form of photos or videos that help future students decide on your company.
8 – Competition
If on the one hand, the education market is still less affected than other sectors. On the other hand, it also has very strong competition from all directions.
Solution: Authority and timing! The best way to distinguish your company from the competition is to impose authority. Some companies are a reference in a higher level of education, while others specialize in a market whose tuition costs are more accessible without losing quality.
Certain companies focus on postgraduate, while others strengthen the brand in distance learning; others focus on the constructivist aspect, while another segment bets on the result of the admission exams. Whatever your specific market, the important thing is to convey confidence to the students and be an absolute authority on a certain topic.
In addition, within a specific market, the one that comes first is the one that wins. The telephone call of a (good) seller when the client is considering the institution in which he is going to enroll, can be fundamental for a decision while making the same call when it is not in the client’s interest will make him angry, and probably going to stain the image of the company.