Table of Contents
What is Marketing Education
Marketing Education: Educational Marketing is the set of strategies for creating and promoting educational content. It helps institutions capture the interest of their prospects by implementing different content, from courses and instructional videos to research articles and dynamic infographics.
Benefits of Marketing in the Educational Sector
Among the main benefits offered by Educational Marketing, we can mention the following:
· Build Trust
Educational Marketing allows educational institutions to share knowledge that has the power to improve the relationship with their audience if these personalize. In fact, according to research conducted by Demand Metric and replicated by Lear Worlds, 8% of people perceive a better relationship with a brand that uses personalized content.
· Generate Qualified Customers
Another great benefit of educational content is that it allows you to obtain qualified clients. By showing valuable content to prospects, they will learn more about the company and its services. In addition, it will help the sales team to convert them into customers more efficiently.
· Generate Organic Traffic
A blog that offers applicable content helps drive organic traffic to your website, leading to more leads and signups. According to the Demand Metric report, 70% of people would instead learn about a company through articles, organically, and then through a paid ad.
· Costs less than Another Strategy
An Educational Marketing strategy is less expensive than another strategy. Create a website, choose a domain and hosting service, and add content pages. As per the Content Marketing Institute, Educational Marketing costs 62% less than traditional marketing and resonates better with consumers.
Conduct a Situational Analysis – Marketing Education
Before beginning, it is necessary to understand the inner nature of the educational center. The following questions must Answer:
- What is the prestige of the school?
- What are the differential values of the institution?
- What is the student profile?
- How are the parents?
- What is the academic methodology?
Once this issue is devoted, it is time to conduct an external analysis of the institution. The behaviour of direct competitors, the country’s situation, and its effects on the educational center must study. It suggests that all this information organizes within a SWOT matrix. But what aspects should be considered at each point?
1. Strengths
They are the positive aspects of the educational center and are related to its differential value over other institutions. For example, if it is a bilingual school, if it has an innovative teaching methodology, if it has exclusive services, etc. All these strengths can be transformed into value proposals to increase the prestige of the educational center.
2. Opportunities
They are the external factors that the institution can use for its convenience. These may be the development of new technologies, the widespread use of the Internet or the active participation of families in the activities carried out by the educational center.
3. Weaknesses
In contrast to strengths, weaknesses are the negative points of the organization. They can be the lack of equipment, the teaching staff’s poor performance, or the campus’s wrong location. It is essential to recognize them, as they will help identify points for improvement and take action to solve them.
4. Threats
These external factors can negatively affect educational centers—for example, the appearance of the new school in the sea and the country’s political instability. However, even though they cannot eliminate, it is essential to consider them to design actions that can mitigate their effects.
5. Set the Goals
Describe the objective educational market plan. It uses the Smart methodology, meaning that the raised sets must be specific, measurable, attainable, relevant, and temporary. It is also vital to establish performance metrics (KPI) to measure its effectiveness.
For example, if the purpose is to increase the volume of students, it is necessary to express detail, indicating the determined term. In other words, the goal is to increase the student enrollment rate by 10% by the year 2022, and this is along with the strategies that will allow said figure to be reached, for example: Increasing the student enrollment rate by 10% to the year 2022 through the use of Content Marketing in the educational institution’s media.
Define Strategies – Marketing Education
· Loyalty to Students – Marketing Education
Finally, developing the commitment of students and their families is crucial. To carry out satisfaction surveys to detect the point improvement of the institution. With the information obtained, loyalty strategies establish that keep the dropout rate to a minimum, allowing the growth of the educational center.
· Keys to Creating an Educational Marketing Plan
The format of the document is not relevant.
The Educational Marketing plan is an internal document; it does not have visible to the public. Therefore, any format is valid for development: a PowerPoint presentation, a Word document, or an Excel table. The important thing is that you have clarity in the information and that it can serve as a guide during the execution of the commercial strategy.
· The Plan Must be Useful – Marketing Education
A marketing plan must be able to help with the growth of the educational centre. Therefore, the objectives must be measurable and achievable to know the effectiveness of the strategies.
· The Plan has to be Executable
As mentioned before, the Plan has to be achievable. There is no magic wand that turns all tactics into immediate success. For this reason, the proposed strategic actions must be realistic and my budget. It does not mean that the Educational Marketing plan is not ambitious, but that the objectives are within the limit of what is possible. For example, a program whose promotion strategy creates the placement of billboards would not be executable when there is no financing.
· PSet Indicators
In addition to being feasible, actions must be measurable. For example, suppose five measures have stayed expected around a strategy and indicators selected to measure the performance of each of them. In that case, it will be possible to identify the most efficient. It should note that if a digitalmarketing strategy is recognized, this analysis process is much simpler since the platforms have internal metrics that will allow each publication’s results to be detailed.
· Must be Authentic
Each institution has its own needs, so the marketing plan of another educational center cannot imitate. And although this approach has been successful, it is conceivable that they will not obtain the same results since they are different scenarios. It is important to remember that institutions have differential values; therefore, developing the Plan under a customization scheme is necessary to achieve your goals.
Challenges of Educational Marketing and how to Overcome them – Marketing Education
1. lack of Authenticity – Marketing Education
Every day thousands of data are generated on the Internet. In fact, on Instagram alone, 95 million posts are published daily. Face with such an amount of information. Developing authentic and creative content capable of captivating the public is essential. To do this, you need to know the market trend and understand your interest. If they identify more compelling content, create one that lives up to their expectations. However, it is also essential that the publications are part of the corporate identity. That is, they must align with the values of the organization.
2. Do not Segment – Marketing Education
Clients are very different from each other. There may be followers who are willing to receive information and others who act more cautiously. Therefore, it is essential to establish the student profile that the institution is observing. For example, colleges and universities use different student profiles depending on their courses. Thus, a post for a Law prospect is not the same as for a Graphic Design applicant. In this sense, it advises identifying the target’s characteristics and interests to execute better actions that allow successful conversions.
3. Forget Traditional Stakeholders
Although we are in complete digital transformation, it is essential not to forget the traditional marketing resources. Some parents want to receive business information in print, and some investors prefer to see the school’s name on billboards.
Conclusion
It is a process of change to which it is necessary to adapt progressively. For this reason, it is advisable not to rule out these elements outright but to carry out a comprehensive campaign to consider the return on investment (ROI) that it can generate. If the majority of the population is on the Internet and the budget is limited, it is convenient to focus only on that sector.
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