Digital marketing is an umbrella term for all of your online marketing efforts. It includes everything from your website to your social media to your email marketing. And it’s more important than ever for educational institutions.
Think about it. With more and more people turning to the internet for information, it’s more important than ever for your school or college to have a strong digital presence. A good digital marketing strategy can help you reach more potential students, connect with your current students, and boost your bottom line.
Here are some of the things you can do:
Create a website that accurately represents your school or college and makes it easy for potential students to learn more.
Optimize your website for search engines so that potential students can easily find you.
Develop a social media marketing strategy that helps you connect with current and potential students.
Increase your email/SMS/WhatsApp marketing reach to boost enrollment efforts.
Conduct a website or social media audit to identify areas of improvement.
Build communities to engage current students and help them learn & grow together
Build online lead generation systems to generate consistent qualified leads and enrollemnts.
Let’s Deep dive into the strategies and how they can be Implemented.
What is a digital marketing strategy?
A digital marketing strategy is a plan that outlines how you will use digital technologies to achieve your marketing goals. Having a digital marketing strategy is essential if you want to make the most of online marketing opportunities and ensure that your marketing efforts are effective.
Digital marketing is all about using digital technologies to reach and engage customers. There are many different digital marketing strategies, but some of the most common ones include email marketing, search engine optimization (SEO), social media marketing, and content marketing, Lead Generation Systems, Community Building, etc.
How to create a digital marketing strategy?
Define your brand: Outline or use your brand guidelines to define your brand and how it’ll come through in your online campaigns. Think about your unique selling points (USPs), brand voice, and value proposition.
Build your buyer personas: Determine who your education business wants to reach with custom buyer personas. Think about user demographics, as well as the motivations that drive people to choose your company, products, and services.
Create your S.M.A.R.T. goals: Use specific, measurable, achievable, realistic, and timely goals (also known as S.M.A.R.T. goals) to guide your strategy. Think about your organization’s short- and long-term goals for growth.
Choose your digital marketing strategies: Pick the best strategies for your business. Focus on the techniques that offer the most value for your business domain, versus trendy strategies. Plan according to you short term and long term goals.
Set your digital marketing budget: Research digital marketing pricing to build a realistic budget for your business. For reference, most education businesses spend ₹ 1Lakh per month (schools) to ₹ 10 Lakh per month (edtech startups) on online marketing.
Brainstorm your strategy: Guide your strategy to success by planning your strategy. If you’re advertising, determine your ad spend. If you’re publishing content, build your content calendar.
Launch your campaigns: Following your planning, launch your campaigns across channels. Ensure all your channels feature the appropriate tracking information. Your website, for example, should feature your Google Analytics tracking code.
Track your results: Monitor and measure the performance of your strategies by tracking their performance. Use Google tools like Google Analytics, Google Search Console, and Google Ads to keep a pulse on your strategies and their return on investment (ROI).
6+1 digital marketing strategies for your business.
PPC / Google Ads / Search Network Ads
Google search ads help you connect with customers who are looking for your products and services. With search ads, you can reach people when they’re actively searching for what you offer. The leads you get is from people searching for your product / serivices, therefore the sales cycle is shorter and the lead is in buying mode. Google Search Ads (PPC) is the best way to get started ASAP.
Below are the results of one of our Client where we have spent over 17 Lakhs and generated over 4.8 K leads.
2. Social Media Marketing – Facebook, Instagram, LinkedIn
Social media marketing is the process of promoting your business through social media sites like Facebook, Twitter, LinkedIn, etc. It’s a great way to connect with new and existing customers, build brand awareness, and drive traffic to your website and generate leads by pin point targeting to your Niche Audience. Facebook & Instagram are the top platforms where parents and students hangout and running them with all the detailed targeting options we have, social media can scale our marketing efforts 10X.
Facebook ads results where we have generated over 50K leads and spent over 25 Lakhs in 3 years.
3. Google My Business for Schools / Colleges:
Google My Business is a free and easy-to-use tool for businesses of all sizes to connect with customers on Google.
Google My Business makes it easy for customers to find your business on Google, including Maps and Contact details. Add information about your business, such as hours, contact info, and website. Plus, post updates and photos to show your customers what’s new.
The advantages of using Google My Business are:
1. Increased visibility on Google – When customers search for your business on Google, you can appear in the search results, along with your website, direction and phone number.
2. Connect with customers on Google – Customers can leave reviews, post questions, and follow your business.
3. Manage your information – Add or update your business information, such as hours, contact info, and website, whenever you want.
4. Get insights – View insights about how your business is performing on Google, including how many people have viewed your page and how many people have clicked through to your website.
5. Free traffic and leads from local customers once you optimize your Google My Business listing and get in the top 3 positions. Best for Schools & local institutes.
Below is the result of one of our client getting free admission enquiry calls, school visits and leads.
4. Search Engine Optimization:
Search Engine Optimization is the practice of improving the ranking of a website on search engines. The higher the ranking, the more likely people are to find the website.
The best way to improve ranking & avoid being penalized by the search engines is to use white hat techniques, which are techniques that are approved by the search engines. These techniques include:
Optimizing your website for humans, not search engines
Using high-quality, original content
Optimizing your website for fast loading times
Creating a website that is easy to navigate
Using keyword-rich titles and descriptions
Optimizing your images
Using social media to promote your website, etc
By using these techniques, you can improve your website’s visibility and ranking in the search engines, and attract more visitors.
Organic Traffic boost of one of our client (from 5K to 36K+) after working on overall website and content optimization for Search Engine.
5. Online Community Building
If you’re a Education Business in 21st century, then building an community is the best thing you can do to engage with your community. Create communities to share work, learn from one another, and connect with others who share their passion. Community feeling drives passion that make community members accountable and more connected. This also help members resolve issues, share information, ask questions.
Facebook community of our client where students connect and grow together.This also help the company run referral capaigns to attract more enrollments.
6. Content Marketing:
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.
Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your education business top of mind when it’s time to buy what you sell.
Content marketing works well when you focus on building a community around it at different stages of your marketing.
Share content related to your courses, studnets placed, questions related to courses, etc.
7. Marketing & Sales Funnel for growing companies
A sales funnel is a marketing tool that helps you visualize the customer journey from awareness to purchase. It also helps you track your progress and measure the results of your marketing efforts.
The sales funnel allows you to see how many people are visiting your site, how many are subscribing to your email list, and how many are buying your product.
Building a sales funnel may require to setup landing pages, signup forms, create videos, lead magnets, email automation tool, WhatsApp automation API, and an automated lead qualification process to scale marketing faster and efficiently.
3 Benefits of digital marketing strategies
With digital marketing strategies, your education business can reach — and exceed — its goals, which may include:
1. Increasing website traffic and leads
With all digital marketing strategies, one of the main goals is to increase traffic and leads to a education company’s website.
2. Boosting brand awareness
When you use digital marketing, you get your brand in front of more potential customers, whether through search results, email inboxes, social media platforms, or another outlet. As a result, more people become aware of your brand.
They’ll get to know your branding, your products, and what sets you apart from your competitors. Then, when they need the products or services you offer, they’re more likely to remember your brand and make a purchase.
3. Raising revenue and conversions
The biggest and most important objective of any marketing strategy is to increase revenue.
With our personalized and results-driven strategies, we can have a significant impact on your company’s bottom line.
Want more enrollments in your institute / course?
Let’s connect on a Strategy call for your education Business Growth!!
The foremost accessible source is to visit a bank wherein you already holds an account and shares a good customer relationship with the bank. Bring your business plan to the loan officer and get access to loan if you qualify for a loan. If the bank denies your small business loan application, you could also try to get a personal line of credit from that bank.
2. Approach NBFC’s
Non Banking Financial Corporations (NBFC’s) can be approached to access financial services who would not have access to conventional banking services. NBFC’s are engaged in the business of loans and advances and thus provide banking services without meeting legal requirement/definition of a bank.
3. Seek informal sources
Startups can seek help from their friends and family. Some entrepreneurs have stated that loans from their family contributed to their success because they had extra motivation to not lose the investment.
4. Venture capitalists
Venture capitalists are those who are willing to invest in the early stages of your startup/ company in exchange for an equity share. Sometimes they also provide with some other resources that can lead to further growth of the company.
But research and statistics shows that venture capital firms are typically drawn towards startups in software and technology sectors.
5. Angel investors
They differ from venture capitals. Angel investors provide capital to startups and their funding can also be exchanged for convertible debt. Angel investors can take an equity share of your startup in exchange for their investment, their funding can also be exchanged for convertible debt. Secondly, angel investors are likely to supply funding to businesses when they are still in the early stages, whereas VCs typically get involved a little bit later. Angel investors may also provide you with expert advice and management skills. Some of the popular Angel investors in India are- Indian Angel Network, Mumbai Angels, Hyderabad Angels etc.
6. Accumulate personal savings/ Bootstrapping
If becoming an entrepreneur is your only aim then start saving as early as possible and dip into your personal savings when required. Apart from this you can also use your money saved up for down payment of conspicuous consumption. This idea is suitable only if the initial requirement is small. Some businesses need money right from day one and for such businesses, bootstrapping may not be a good option.
Crowd funding is gaining popularity these days. Entrepreneurs or startups can use crowdfunding websites to raise capital. It refers to taking a loan, pre-order, contribution or investments from more than one person at the same time. Some of the options are- Kickstarter, AngelList, CrowdFunder, RocketHub, Fundlined etc.
8. Business Incubators and accelerators
Business Incubators nurture the business by providing shelter tools and training and network to a business. Accelerators do more or less the same thing but it helps to take a giant leap unlike Business incubators. Some of the popular Business Incubators and Accelerators are- Amity Innovation Incubator, Startup Village, AngelPrime, Villgro, CIIE etc.
9. Participate in contests to raise fund
Such contests help to maximize opportunities to raise fund for your startup. Participation in such contests also enhances knowledge and encourages further business ideas. Some of the popular startups contests in India are- Microsoft BizSparks, NASSCOM’S 10000 startups, Lets Ignite, Next Big Idea Contests etc.
10.Government programs for startups
The government of India has launches a host of programs and schemes to boost innovative startup and employment in India. For example- 10,000 Crore Startup Fund, Bank of Ideas and Innovations program, MUDRA scheme etc. Further, the various state governments have also come forward to encourage small businesses with various programs like- Kerala State Self Entrepreneur Development Mission, Maharashtra Centre for Entrepreneurship Development, Rajasthan Startup Fest etc.
Gone are the days when MR= MC was the ‘only’ business strategy to sustain in the market.
Sometimes the startups fail to create a market or consumer drive to purchase their product. One reason might be the focus on generating profits rather than enhancing the market size. They may not be able to create compelling enough value propositions, or compelling event, to cause the buyer to actually commit to purchasing.
Secondly, sometimes the market size for the product is simply not large enough. Lastly, the startup may enter the market in the wrong time; either too early or too late.
2. Product problems
Another reason that companies fail is that they fail to develop a product that meets the market need. This could be due to strategic problems or failed geographic expansion.
To sustain the startup the product should not only cater to the needs of the customers but also it should also focus on the customers who acquire a taste of it over time. For this, up gradation of the product over time with regard to market demand and requirement is must.
3. Poor management
The entrepreneur finds it difficult to organize the management unit efficiently. The managing team is often weak on strategy; building a product that no-one wants to buy as they failed to do enough work to validate the ideas before and during development.
Moreover, sometimes the managers are a poor controller of the startup and less willing to contribute in prospering the business. This further weakens the lower sections/ departments of the enterprise.
4. Lack of capital and investment
One of the reasons behind the failure of startups is they ran out of cash. The primary reason behind this is that banks are reluctant to lend to startups. Also, venture capitals prefer investing in a limited number of startups to prevent themselves from losses. In other cases, if a business has scaled well, but needs additional funding to further accelerate expansion they fail to generate enough investments from external sources due to lack of familiarity in the market.
5. Failure of business model
Sometimes entrepreneurs fail to create an adequate business model on the extremely optimism based assumption that customers will beat a path to their door. But it becomes an expensive task for many of them to win customers and eventually, it increases the cost of acquiring the customers. So it is mandatory to monetize beforehand a strategic way to acquire customers at a significantly higher level to outdo the cost of acquisition.
6. Inadequate marketing
“Jo dikhta hai vhi bikta hai”. Startups fail to realize this old adage.
Insufficient and inadequate marketing is a common failure among startups.An anticipation of the target audience and the ability to convert potential customers into leads is one of the prerequisite for a successful startup. Many startups fail to materialize this due to insufficient funds and unwillingness.
7. Fails to create network
Apart from poor marketing, lack of network with investors and other stakeholders impede startup growth. Entrepreneurs often fails to utilize their network for the growth of the startup.
In addition, rather than exploring the prospective networks they become prey to asymmetric information regarding their networks.
Entrepreneurs believe that all they need to start- off their business is a huge amount of funds. In fact, many recent surveys state that investors and venture capital fund only one percent of all the startups.
In order to burst the myth, one should adapt to the practice of bootstrapping, which allows maintaining full control of the startup strategies, avoiding time delays and energy spent to attract investors, and retaining maximum equity.
2. PR activities are unaffordable
These days, startups are spreading all over the place, and have made it possible to afford and access startup PR tools and services. Not only there is an option to buy such services, but you can also offer yours along with a product in return for a written review.
3. Corporate setup can shackle Startup potential
One should know the fact that early corporate training courses along with potential customer contracts and getting real-world marketing experiences are really important for a budding entrepreneur to steady his/ her ship. In addition, regular paychecks and further benefits of working in a corporate setup help in building useful resources between or before setting up a startup.
4. Local incubators spring most successful startups
An incubator helps to get over hesitations in the initial stages, by connecting with advisors, peers and guiding on how to set up your own business. On the contrary, most good founders of a startup proceed faster on their own, by not draining their time on peers and programs, and with no equity dilution.
5. Success stands on the pillars of great technology
Early adopters love to indulge in new technologies, but mass market customers desire for solutions, not technology. Startups can taste the success without having high-tech sources.
6. Make the product your priority and then proceed with business work
Business experts recommend starting marketing first to confirm that they have real customer interest and an appealing product concept. In addition, good marketing and support plans can take as long as product development. In fact, both should be done parallel to each other.
7. Difficult to compete against big companies
It is mandatory to understand the needs and niche of your business. This makes you act in a creative way and helps you being agile in such a way that you can experiment with the personality of your brand. Being faster and more efficient is all you need to leave your competition behind. Keep track of other big organizations and fill the gaps, whenever necessary.
Two of the ways through which you can market your company is, setting your startup for the audience that falls under the required niche, and build long-term relationships and increase the lifetime value of each consumer by building up brand loyalty.
8. Investors are in search of great design
Technologists forget that investors are buying a chunk of the business, not the product. Every solution needs a business team first who knows how to market, distribute and support the product.
9. Marketing is a necessary evil to sell weak solutions
Nowadays everyone relies on marketing and social media to find solutions to match their needs. Even the best technical solutions often fail due to lack of good marketing. For innovative solutions, marketing is the education consumers need in lieu of experience.
10. Paradigm-shift solutions lacks competition
The real competition to a new paradigm is the old paradigm. If there is no competition, investors see no market, meaning no customers, slow growth and big marketing costs. Mention paradigm shift only with other technologists.
One of the best medium to attract the attention of your potential customers is to use social media platform. You may use many of the available social networking sites for instance- Facebook, Twitter, Instagram, YouTube etc.
2. Listen to your customers
Listening to your customers is a great skill because this would reflect the market needs and will attract more customer attention. As a result, the connection with your customers would improve.
3. Give attention to seek attention
The entrepreneurs should give attention to the potential customers. It is more likely that they will receive the attention reciprocally.
4. Be unique and realistic
Being unique is the best way to attract potential customers. As an entrepreneur you need to be realistic regarding what your customers think and want.
5. Identify the ideal client clan
It is important to have a vivid picture of what type of customers you are seeking as an entrepreneur. It is advisable, therefore to focus on the target and avoid broad and vague statements.
6. Discover your customers’ locality
Explore the expected location of your targeted customers and nudge them accordingly. Where you look for customers will depend on the nature of your business. Forums and social media pages are some online platforms. Apart from these online platforms conferences and conventions are a great offline source to meet plenty of potential customers.
7. Know the nitty- gritty of your business
Having a firm knowledge about the company and product is proved to create a positive impact on customers. Due to informative attitude towards your product you can attract interested clients. The people who would be interested in your offerings can see how knowledgeable you are and will seek your assistance.
8. Go for direct response marketing
Try to create advertisements that attract your potential and ideal clients by giving them something of value for free to get them started in your funnel. To materialize the advertising strategy learn about direct response marketing practices. Further, create compelling messages that tell your ideal audience why they’d have to be a fool not to work with you. In addition, you can use other various gimmicks to encourage them to believe in your company and product/ service.
9. Build and create partnerships
Come in contact with big businesses/ companies that offer complementary services. Thus you can and take advantage of creating an effective edge over others in the market. Beckett suggests. “Focus on building human relationships. The stronger your relationships are, the more likely your customers will be to tell their friends about you. And, the more likely they’ll be to come back.”
People who are interested in writing content can set up their own blogs using online platforms like WordPress.org, Tumblr, Gator, Squarespace etc. and thereby can earn money from home.
2. Freelance content writer
Being a freelance writer you can offer your writing services from home to other companies and blogs and thus can earn success.
Apart from this people with profound knowledge in specific matter or subject can write e-books. Some publishers allow free publishing while others charge a meager amount. Thus if somebody is not interested in freelancing can go for writing e-books and thus can earn a share of the income accrued.
3. You Tuber
The social networking site allows anybody to create an account free of cost. There you can create video content and share it with people and thus earn money based on the number of subscribers and viewers. Uploading a video content requires a mobile phone, computer or some other technical instruments easily available.
4. Educational platforms
People with profound knowledge of subject matter and required qualification can get themselves registered with educational platforms like Unacademy or Byju’s and can teach millions of students and people from home. For registration one requires to send a video of teaching to the concerned platform and have to complete the prerequisites for the same. It is a great source of earning from home.
5. Social Media Influencer/ Manager
People with major influence on social media are using this medium since ages and are strengthening their influence overtime so as to offer their services to brands that are looking for influencers to promote their services or products.
Moreover, you can also manage social media accounts for other business entities and corporations. Thus you can earn money by being a social media influencer or manager.
6. Seller on e-commerce sites
People with creative minds can sell their creativity on sites like eBay, Amazon which may include doodles, paintings, crocheted items, handmade decors etc. thus you can earn money for your creativity and earn huge success through such online e-commerce platforms. In addition, you may also sell your used books and earn more money so as to make more.
7. Virtual assistant
People can also start a Business to Business (B2B) business where they can handle various tasks of the concerned clients online from home. So thus they can work as a virtual assistant and earn money.
You can also work as a tutor and can teach students at home.
9. Web designer/ Graphic designer
You can work as a graphic designer and can use some free cloud based tools to create graphics for companies or clients if you have a good eye for design. Also, you can work as a web designer and offer services with the help of free sources.
10. Tax Filling and Preparing
People with financially sound knowledge of taxes and finance can help companies and clients in filling their tax returns and norms. Moreover, they can also assist in tax related financial matters from home via online.
If you are a good designer then you can upload your designs for shirts, T-shirts, and other products on sites like CafePress wherein you can register and create a free account. Thus you can earn money when those products are purchased by customers.
12. Data entry provider
You can also work from home for clients and business entities and provide them with data entry services. Thus in return, you can earn money.
13. Event planner
Highly organized people with event planning and management skills can work as event planners. You can build your contacts and organize office parties, birthday parties, wedding planning, reunions, etc. The more you organize the more it will help you to build up a strong database and contacts. Thus by event planning, you can earn money.
13. Travel booking service
You can also help out people in booking travel conveyance and can charge money accordingly. You can also build contact with tourists’ sites and work as a travel booking agent from home.