Calling all school marketers! Inbound marketing is the strategy of choice for schools all around the world. helps you to attract prospective parents to your school by producing valuable content that works to target their specific needs and interests. If you want to position your school as the best choice for prospective families in your area, you should learn how to execute an inbound marketing strategy. From setting goals to executing the inbound methodology, this comprehensive guide explains exactly what inbound marketing is and how your school can put it to work.

Download PDF

Need to print it?

Complete the form to to download your copy of Digistorm's Ultimate Guide to Inbound Marketing for Schools. Print it, annotate it, highlight itjust get into it!

Download your copy

What is inbound marketing?

Inbound marketing involves creating content that will attract customers (or in your case, students and families) to your school through content that you've created, rather than competing for your sale with pushy tactics that leave you no better off than you were before. It’s a term you will probably have heard at some point in your career, but if you’re not up to speed, it refers to marketing tactics that are designed to draw leads to your school naturally.

Here are the key things you'll need to know about inbound marketing:

  1. Inbound vs. outbound marketing
  2. The inbound marketing model
  3. The key inbound marketing tactics for schools
  4. Why focus on digital marketing?

 

Inbound vs. outbound marketing

Outbound marketing is traditionally associated with “advertising” — putting out your message and hoping that it resonates with the people who see it. In this way, it can be very much a one-way conversation. Outbound tactics that you’d be familiar with include PPC advertising (through Google ads), cold calling or print advertising. 

On the other hand, inbound marketing is all about listening to your audience's specific concerns to create a dialogue. Inbound marketing builds trust and credibility so that when it comes to making a purchasing decision, your brand is top of mind.

 

The inbound marketing model

While outbound marketing tends to follow a traditional style of the marketing funnel (a top-down approach), the inbound marketing methodology follows the flywheel model. This model is where marketing, sales and customer service all work together throughout the entire process, placing the customer at the centre.

 

Flywheel model of inbound marketing

The flywheel model operates in three stages: 

  • Attract: draw leads to your business by creating relevant and valuable content that aims to address a specific need or problem.
  • Engage: nurture relationships and build trust in your brand through valuable content that aims to educate or inspire.
  • Delight: provide an amazing customer experience throughout the entire process, and continue doing so throughout their entire lifecycle.

 

Inbound marketing tactics for schools

Enrollments are the lifeblood of your school, so it’s important that your school focuses on generating new leads wherever you can. A few decades ago, your school may have been able to rely on families' proximity to your school or word of mouth. Today, however, the school enrollments space has become exponentially more competitive.

There are so many factors that go into choosing the right school for a child, so as school marketing professionals, it’s important for you to highlight your school's unique selling positions (or USPs) through inbound marketing. This will not only help you generate a higher volume of enrollments, but will guarantee a better quality of enrollments, as students and families who are more aligned with your values will present themselves to you. 

The most commonly-used inbound marketing tactics include: 

  • Content creation: blogging, eBooks, podcasts, video series, downloadable resources and more
  • Email marketing (EDMs) 
  • Social media (Instagram, Facebook, Twitter, LinkedIn) 
  • Events and other traditional forms of engagement. 

 

 

Multiple sources

 

 

Of course, there are a whole host of other tactics that will benefit your inbound marketing strategy, but we’ve identified these as the most useful when marketing your school to the general population. We’ll touch on these tactics throughout this comprehensive guide.

 

Why focus on digital marketing? 

Everything is resolutely online these days, meaning digital tactics are imperative to your overall marketing strategy. At Digistorm, we’ve seen firsthand the benefits of having a social media presence, writing personal blogs and sending EDMs when you are generating quality leads.

The digital age has created a lot of benefits for marketers, the first being that it makes content success (or failure) measurable. Tools like Google Analytics and HubSpot, as well as the analytics available on your favourite social networks, ensure everything is quantifiable. Digitising your marketing also works to increase your school's connectivity, bridging the gaps between staff, students and parents. 

Finally, digital marketing is easier to personalize to your audience's context — you can really drill down on your audience's specific interests and behaviors, providing different types of content that will engage different segments of your audience.

Creating an inbound marketing strategy

Once you've decided that an inbound strategy could be beneficial for your school, it’s time to get cracking on creating one. Don’t be scared – developing your ideal marketing plan really just consists of a few simple steps:

  1. Identify your goals and objectives
  2. Zero in on your audience
  3. Understand their customer journey
  4. Allocate your medium
  5. Work out how and what you'll measure

 

Identify your goals and objectives

First, identify the goals and objectives you’re looking to meet through your marketing strategy. Maybe it’s something concrete like increasing your enrollment applications by 10% year-on-year, or a little more broad such as raising general awareness of your school brand in preparation for later enrollments. Other great examples of inbound marketing strategies include: encouraging form completion, strengthening your email database, or engaging with alumni more effectively. 

 

Zero in on your audience

When developing your strategy, it may also be beneficial for you to determine the different kinds of families and parents you expect you’ll attract. Although this isn’t integral to school marketing, it can be a beneficial exercise to get to know your market. These audience subsets are called marketing personas. Creating a persona is as simple as coming up with a fictitious family and identifying their demographics, interests, wants and needs. You can draw on demographics information from your customer relationship manager, website and more to help you inform your personas. Thinking about who your prospective families are will only help you to better create actions to transition them from prospects to leads, and from leads to enrolled students. 

 

 

Personas

 

 

Understand their customer journey

The ‘customer journey’ (or ‘buyer’s journey’) is a commonly-used term in B2B marketing, but is easily adaptable to other arenas, including school marketing. It refers to the steps that potential customers, or in your case, prospective families, take in the lead-up to making a decision. Each stage of the buyer’s journey is an opportunity for you to add value to the parents’ experience, thus encouraging them to choose your school. 

 

Awareness

The buyer’s journey starts with the awareness step, wherein your customers (the parents or guardians) discover that they need to enroll their child in school (or move them into a new school). Your job is to guide them through this time by identifying their key concerns when it comes to their child’s education — this could be anything from making friends to class sizes, school fees to religion and spirituality. 

One key way to identify parents’ needs is to ask them during the enrollment process. You can set up a short questionnaire through email, or include a field in your school's expression of interest form for prospective families to fill in. You can also ask families in-person over the phone, during your school tour or in the interview stage. Use your resources — even teachers and alumni will be able to help you build up a solid bank of concerns that you then can address in your inbound strategy.

Once you have a general idea of the problems that your school can address, tell prospective families how you plan on doing this through various kinds of media. Blogs and video content are great places to start. By addressing their pain points and helping them feel understood, you’re more likely to lead them into the consideration stage. Note: the awareness stage is very much about guiding, so it’s not essential to explicitly refer to your school as the solution to their problems. Instead, acknowledge their concerns by creating thoughtful content. Of course, your school can still be featured, but think of this as a soft open rather than a hard sell. 

 

Consideration

The consideration stage is where your prospective families are actively thinking about your school. Perhaps they’ve narrowed it down to a few options, and are now doing the in-depth research to determine which school will be the perfect fit. In this stage, you can focus more on how your school will address their issues and concerns using an array of tactics. 

Once again, you’ll want to focus on targeted content that answers families’ concerns, but this time in more of a direct way with your school as the solution. Create blog posts and other pieces of unique content that really call out the differences that make your school shine. Are you the only school in your area that provides a certain sport, leadership program or performing arts option? Let them know! Highlighting your unique selling points (USPs) is key to converting parents from the consideration stage to the decision stage. Other key ways to disseminate relevant information to parents include signing them up to your email newsletter and encouraging them to take a tour — both of which you can do digitally through forms. These will give parents an even better idea of what their children will gain from attending your school. 

 

Decision

The decision stage is where your prospective parents are close to making that all-important final choice of where they’ll send their child(ren) to school. This is your opportunity to truly hammer home those USPs and help them realize that your school is an undeniably perfect fit. They’ve taken the tour, read through all the materials and are simply weighing up their options. There are a few ways to ensure you convert these leads into enrollments, but they all come down to devoting your time and attention to showing that your school is worth putting their trust in. 

Utilizing social proof is one way to add value to this stage. Include using photos, videos and testimonies to really show parents (rather than tell them) what a happy, adjusted student from your school looks like. Create galleries from recent events, or invest in a marketing video to show off current students and their achievements. Focusing on alumni can be positive, too – especially when enrolling at the high school stage, where post-school opportunities have a lot of weight. If you have the time and resources, communicate with alumni via email to understand what’s in the way of them resolutely choosing you. Whatever it is you opt to do, focus on the benefits parents will reap from sending their child(ren) to your school and highlight them as best you can. 

 

 

Stages

 

 

 

Allocate your medium(s) 

Now that you’ve got a few objectives, and know the path parents will have to take to ultimately choose your school, it’s time to work out which mediums will help you through this process. These might include channels you are already utilising, such as social media, blogs, paid search, email and so on. It comes down to ensuring that all of your marketing channels are working together to meet your inbound goals.

For instance, engaging alumni could warrant a social media campaign or an email, or even a combination of the two — trust your instincts, and don’t be afraid to play around and test out new things to see what works. If you have the option of A/B testing — for instance, via email segmentation or landing page optimization — then this is always a beneficial option, as it allows you to measure two potential options against one another in a controlled way. 

No matter what channels you decide to use, make sure they are measurable so that you can use the data to continue to improve your campaigns going forward. This leads us to...

 

Work out how and what you’ll measure

Of course, there’s very little reward for your efforts if you don’t have a way to measure your results. This is where tools such as Google Analytics come in. These powerful data aggregators allow you to play with your results, measuring a variety of different metrics as well as comparing and contrasting them.

When you're using different mediums to drive traffic to a single source, it can be helpful to set up tracking so that you know which channels are providing value. There are a few ways that you can set up tracking for your digital marketing campaigns, including using Google's campaign URL builder and tracking pixels.

 

 

 

Analytics

 

 

It’s important to educate yourself about the most common digital marketing metrics that you can use to create performance reports. These will include terms like sessions, conversions and engagement comes to mind. Then, take a little time to qualify which metrics will be beneficial for your school to report on. If you’re trying to grow your email database, then form completions will be key to your strategy. Similarly, if you want to grow traffic, measuring sessions, bounce rates and exit rates will be crucial.

At the end of the day, it’s all about testing! Take a few weeks to monitor the effectiveness of your strategies using different tools before settling on what works best for you and your reporting style.

Master content creation

The term ‘content is king’ is perhaps the truest thing we’ve heard in a while. Not only does great content help you boost your website due to SEO (search engine optimization), but it also gives colour and character to whatever you’re trying to market. As a school marketer, you’ll want to use accessible content options like blog posts and videos to add value to your school’s website and attract prospective families.

Here are some different types of content that your school can use within your inbound strategy:

  1. Blogging
  2. Video content
  3. Downloadable resources

 

Why blogging works for schools

Blogs are a fantastic way to really show prospective families what your school is all about. Not only are they full of personal testimony from students, staff and teachers, but they give a natural insight into what daily life at your school will be like. Blogging is relatively simple, but there are still a few skills you’ll need to get ahold of to truly stand out. 

 

 

Blog

 

First, get your head around the SEO basics of blogging. SEO is the process of acquiring “organic” (free) traffic from search engines, and its success relies on a number of technical factors including site setup and hyperlinking. A large part of blogging for SEO involves careful research into the types of queries that your audience might be entering into Google. Once you've chosen the right keyword or keywords for your blog post, you will need to set about providing information about it that will be valuable to your audience. 

Related keywords will also benefit your SEO, so come up with similar phrases and scatter them throughout. Google is a pretty smart cookie by now, so it’s not imperative to oversaturate your content with your keyword(s) – aim for 1-2 times per paragraph, including other configurations. Always remember to keep it human, no one wants to read content that’s saturated with keywords.

Next, make sure you know how to format your blog post so that it captures your audience's attention quickly. Use headers, bulleted or numbered lists, formatting and illustrations to help your audience consume your post accurately — even if they are only skimming through it.

Finally, a great school blog post has a single clear objective. This might be to answer a common parent question, or to provide information about a new school program at your school, or to encourage parents to consider enrollment at your school. Keep this objective in mind as you write the post, and check it over at the end to ensure you have met it.

 

Invest in video marketing

It's no secret that video is everywhere – from memes on Facebook to ads on TV, promotional company montages and more. If video is not something you’ve utilized to promote your school just yet, it’s definitely a worthwhile path to consider. However, many schools often shy away from video because you’ll need to invest a bit of cash into purchasing a few video tools and programs to ensuring success.

You’ll find that most businesses have a video that shows their key strengths, such as their amazing dedication to clients, killer staff and great location. This will often be used to ‘sell’ the company to prospective customers and employees. Think of your school in the same way — if families can see all of your USPs at a glance in a quick, minute-long highlight reel, they’re far more likely to jump on your website and book that prospectus tour. Of course, that’s just one kind of video you can use to market your school and its achievements or events. 

 

 

 

Videos

 

 

If you don’t have someone in-house that focuses on video, you’ll need to find the right company or agency to partner with you. This may be a little tricky, especially when you’re juggling prices, shot lists, camera angles and the list goes on. Make sure that when you’re starting the video creation process, you are firm on what you want and how you’ll achieve it.

Effective school videos include an established storyline, appropriate music and inspiring voiceovers from your students, staff and headmaster. Think about the areas of the school you want to highlight, and potentially any spots that you don’t want on camera. Then, make sure whichever agency you opt for understands your branding and has all the relevant files like logos, fonts and your brand guidelines. This will allow them to create a truly seamless video for your school

Video is the perfect medium as it's so versatile as you can use it across multiple channels to engage your audience. On social media, within blog posts, in emails, in case studies or even combined with non-digital tactics like school tours or events... there are a whole host of ways you can repurpose one video. 

 

Walking the line with downloadable or 'gated' content

Getting the balance right with your downloadable content can be tricky. That's because this type of content is typically 'gated', which means your audience will need to trade contact details in exchange for access to it. In other words, it's a transaction. 

Downloadable content will usually be long form, usually a case study, ebook, guide or whitepaper. It's important that you only 'gate' your most high-value content as you are asking your audience to transact in order to view it. Providing your audience with shorter, surface-level content in this case will often erode trust in your brand and leave viewers feeling ripped off. 

Email marketing campaigns

Most schools are already utilizing email marketing, but how do you know whether you’re making the most of it? Well, if you have to ask, you probably aren’t — and that’s totally okay! Often, schools use email communications to simply reach out to their community when important news arises, however, with just a little time and effort, you can get far more from your EDMs. 

First, it's important to note that our inboxes are flooded with anywhere from 10 to 100 emails a day. And prospective parents are no different — especially if they're (like us) signed up to marketing from our favourite clothing stores, restaurants and event hosts. The good news is that the contacts on your email marketing lists are there because they've opted in to hearing from you. Essentially you have access to an already engaged audience — every marketers' dream!

Here are the top things you need to know about EDMs within the inbound methodology:

  1. Tailoring your content to your audience
  2. Segmentation
  3. Accessibility features
  4. Building your database

 

 

Email marketing

 

 

Tailor your content

The first step to a successful EDM campaign is writing your content in a way that ensures it will stand out from the crowd. It all starts with your expertly-crafted title and subject line, which should be punchy yet still relevant to the content of your email. When it comes to the bulk of your message, be sure to keep things professional but don’t be scared of a little joke or a helpful anecdote where appropriate. Make sure you also use eye-catching images and consistent school branding when it comes to colours, logos and fonts. 

But the real key to email marketing that engages your audience and builds trust is personalization (are you sensing a theme?). This means you will need to...

 

Segment, segment, segment!

Email segmentation is the key to creating great emails that generate the results you’re looking for. If you’re unfamiliar with segmentation, it’s essentially the division of your email database that allows you to send content to specific groups. For instance, you can use segmentation to send an email to a year level, club or members of a sporting team, rather than your entire school. Segmentation also gives you A/B testing capabilities, essentially providing a free way for you to see what kind of content works best for you and tailor your strategy going forward.

We promise that segmenting will transform the way you look at email marketing forever. You can get started with segmentation by looking at the email addresses you've already collected and the data that you have on file for each contact. This information is usually stored in your school customer relationship manager (CRM) or in your email marketing subscription list. 

 

Include important accessibility features

There are a few things that no email should ever be without, as they supplement your overall accessibility and ensure a good user experience. Even though it’s not your desired outcome, having an unsubscribe button shows recipients that if they ever should need to opt out, they can without a hassle. It’s also crucial to have your school’s contact information in the footer, including address and phone number, should a parent need to access this information. Forgetting these can make or break the success of your email, along with a few other important no-gos every email marketer should be aware of

 

How to develop an email database 

Working in a school, you’re probably collecting emails as part of the enrollment process — when a prospective family fills out their details, these are filtered into a CRM or email marketing tool, where they then can be added to your contact database. However, you may want to generate new leads rather than just working with existing ones – that’s where form fills come in

If a parent isn’t ready to begin the enrollment process with your school, but is considering it for the future, you can utilize forms to collect their emails. Consider having a required field for emails whenever your school hosts an event, such as a sports game requiring tickets, a school play or a networking evening. You can also integrate these fields into aspects of your school website, such as sign-ups for prospectus tours. 

Social media’s role

Schools often ask why social media is relevant to their marketing efforts, and our response is… why wouldn’t it be? Perhaps the most widely consumed media format in the world, social media can have a lot of pull over prospective parents and students. It’s a great place for you to share authentic content, promote various school goings-on and, of course, communicate directly with a number of interested parties. For these reasons, we believe social media is an essential channel for sharing your content beyond just your blog and website.

Here's how to bring social media inbound:

  1. Choose your channels
  2. Focus on your images
  3. Nail your captions
  4. Understand tags, hashtags and emojis
  5. Make it easy for parents to contact you

 

Choosing your channels

So, which social media platforms are right for your school? Instagram, Facebook, Twitter, LinkedIn, TikTok… you’ve got a few solid starters to choose from. Most schools focus their efforts on two: Facebook and LinkedIn. This is usually because these are the channels that your target audience visits the most.

 

Social media

 

Social media is a great way to attract your audience, but it can also lend itself to the engage stage of the Flywheel model. This means not only can you share your message with a wider audience, but you can also spark conversation, allowing your audience to engage with each other and in dialogue with your brand. When choosing your channel, it's important that you take this into account — don't just focus on which channels you can publish your content to, but which channels can you use to start a dialogue?

 

Mastering Facebook

We recommend every school has a Facebook page, as this channel will often be a parent’s second point of call (after your website, of course!). It allows for easy, professional interactions with stakeholders via the Messenger function. To maximize the reach of your Facebook posts, you will need to keep the inbound marketing methodology front and center: think about what your audience wants to see, and tailor your content accordingly.

There's a good chance that if your school does not have an inbound mindset, it's costing you Facebook followers. Inbound methodology ensures that you aren't focusing on overly-promotional messaging, and instead are consistently publishing valuable content directly into your followers' feeds.

 

Connecting on LinkedIn

LinkedIn, known as the social media platform for professionals, is a popular choice for schools to grow and engage their community. While you will still want to be posting valuable content to your network, a big part of LinkedIn's appeal is the ability for you to leverage your current staff as brand advocates for your school. You can do this by encouraging them to connect with other school professionals in their vertical, liking and sharing your content and fostering a sense of community and thought leadership on their personal pages.

 

The role of other channels

Image and video sharing platforms like Instagram have grown a lot for schools in the past few years, as they're a great medium for sharing candid shots of your school, current students and alumni.  Whether you use them or not will depend on:

  • how much time you can devote to maintaining them
  • whether you have a continuous stream of engaging and valuable content to share on them
  • whether they fit into your previously-identified marketing goals.

As we mentioned, we're pretty big proponents of mastering one or two social media platforms and nailing your content before adding another. 

 

Focus on your images

Regardless of which social media channels you post on, one thing you want to get right is the images you share. They’re often the thing that grabs the attention of your followers, so it’s important you aren’t using run-of-the-mill, low quality or poorly edited photographs to showcase your school to the world.

 

Social feed

 

If you have access to a DSLR camera, that's fantastic, but smartphones can be just as great at producing quality images. Ensure you don’t over-filter your images, instead sticking to a small increase in contrast and brightness to make it pop. Wherever your images can show off your USPs, the better – differentiate yourself from the crowd as much as you can on social media, and wait for the likes to roll in. 

 

Nail your captions

Another aspect of social media that you need to get right is your captions. Establish a solid tone of voice for your school and ensure it translates across every platform you use, as well as any other written content. Some basic guidelines for your social media captions: Keep ‘em short and sweet, honing in on whatever you’re trying to highlight in 1-2 sentences. Consider your audience (there's that inbound thinking again!) and ensure that your caption speaks directly to them. Finally, make sure your caption enhances (and, if necessary, explains) the visual elements that you're including in your post. 

 

Understand tags, hashtags and emojis

If you're participating in social media, you need to understand (and leverage) the unique elements and additions that add context and value to each post.

If you have other social media accounts associated with your school (for instance, an offshoot Instagram for the campus rowing team) then also be sure to tag them in the text or image as you see fit. You can also use hashtags on your post to include them in a broader conversation. Hashtags most useful on TikTok, Instagram and Twitter as they have strong hashtag-searching capabilities. 

 

Make it easy for parents to contact you

On the 'About' section of your social profile, you will want to make sure all of your information is up to date, relevant and easily accessible. You’d be surprised at how many businesses and schools alike miss out on this step, and doing so really hinders the journey of the parent or customer. Pay close attention to your address, phone number and contact hours to ensure you’re reachable whenever you’re meant to be. 

Of course, social media is a hugely diverse landscape, with so many new tools emerging and developing every day. Want to branch out with your posts? These five unique social media ideas will help you get off on the right foot.  For a deeper dive into creating, executing and nurturing your school’s social media strategy, check out our Complete Social Media Marketing Toolkit

Events and webinars

We all know that providing a message in one channel is not as effective as promoting that same message across multiple channels — one great way to expand your reach is to incorporate events into the mix. According to Bizzabo’s 2019 Event Marketing Report, 41% of marketers believe that events are the single most effective marketing channel. That’s right — more effective than digital advertising, email marketing or content marketing! Events are definitely something you want to get right, and that involves a little bit of strategy and a lot of planning.

There are a number of events that can support your inbound marketing strategy, including:

  1. Choose your event type
  2. Market your event
  3. Measure your impact

 

Choose your event type

Once again, no matter what kinds of events you choose to invest in — whether online or in-person — the inbound marketing methodology specifies that they must provide value to your customers and be personalized to their context. There are a number of different types of events that you can leverage to provide value for your school, while driving positive results for your marketing strategy.

 

Party

 

Informational events

There are likely a large number of people within your community who have expertise that they can share. Informational events benefit prospective parents and other members of your local area by providing them with information that they need, provided by your school. This could be a 'what to expect' night for parents whose children will be starting school soon. Or, when school curriculum changes, you could host a Q&A session with educational experts. Online safety seminars are always a sure bet to get parents along to learn about keeping their child protected.

 

Learning festivals

Learning festivals are cross-sector collaborations between a number of schools in one area, and include smaller events such as workshops, competitions and talent shows. Learning festivals are a great way for your school to show off your incredible staff and students by promoting their talents and knowledge in an organic and fun way. Learning festivals also have the added bonus for your school to create a myriad of inbound-oriented content that you can use across your various social media channels. 

 

Charity events

Running a charity event is a great way to bring your school together to rally behind a cause that might be close to your heart. Charity events not only encourage altruism within your students, but also gets your community to engage with your school — perhaps even participating in the event or donating to your cause.

 

Virtual events

It's never been easier for schools to implement a virtual events strategy. From taking your open days online to hosting an informative webinar series — virtual events have become a big part of school marketing this year, and they are here to stay. Events typically rely on face-to-face interactions in order to better nurture relationships, however with some thorough planning and a little bit of creativity, you should be able to see some great results from your virtual events.

 

Marketing your event

Once you've decided what kind of event you'll be organizing, the next step is ensuring that people will register and attend! Marketing your school event is very similar to any other inbound marketing tactic. You will need to: 

  1. Set your event KPIs — this could be as simple as reaching an attendance goal, or measuring event satisfaction or raising money (if it's a fundraising event)
  2. Advertise your event — your school website will be the main source of event-related information, but you can also market your event on social media, EDMs or your school app
  3. Figure out how you can create on-the-day "buzz" by creating opportunities for attendees to share photos and updates of your event in real time. 

 

Measuring your event impact

Once your event is done and dusted, it can be tempting to get right to work planning your next event. However, taking the time to measure your event's success can go a long way to planning better and more engaging events in the future. Doing this brings your whole events strategy full-circle as you will have to honestly assess whether you achieved your event goals. 

Move inbound

Congratulations! Now that you know everything about using inbound marketing for your school, it's time to put these strategies into practice. You can start by creating a content calendar that your team can use to: plan and track of every piece of content you plan on publishing, and outline responsibilities for the various tasks associated with getting it published.

To do this, you will need to map out all of the different types of inbound marketing tactics that you have planned, and how often you would like to implement them. This will give you visibility of your work well ahead of time. 

You can also support your inbound strategy by:

  1. Looking to relevant media sources
  2. Enlisting help with marketing your school

 

Look to relevant media sources

All inbound marketers should be keeping their eye on industry trends, and one of the best ways to do that is by following industry blogs. It’s not a myth — there are actually people who devote their time to disseminating information specifically for school marketers (us included!). So that you don’t have to trawl page after page of Google search results, we’ve rounded up some of the best blogs for school marketers to follow

Another way to do this is to monitor the hoards of marketing stats that are inevitably released each year. Marketing is an integral part of most businesses, so there’s a lot of data that’s constantly being analysed and reported on, eventually filtering down to consumers. Keep up to date with these 5 interesting digital marketing statistics everyone should know.

 

Browsing

 

Enlist help with marketing your school

If you don’t have precious time to devote to really digging into your marketing strategy, consider enlisting the help of others. For instance, a dedicated marketing agency who truly understands the best practices associated with inbound marketing could be extremely beneficial. Not only will they free up a few hours in your day, but they’re likely to generate exciting results – that is, if you vet and brief them first. It’s important to work out exactly what your school wants and needs in terms of budget, time spent and deliverables before engaging a marketing agency

Of course, shelling out the cash for a marketing agency isn’t your only option. One benefit of marketing a school, rather than a traditional business, is the wealth of resources you have on hand. Students, teachers, administrators and parents are all valuable content creators that you can enlist to do some of the work for you. Sure, it’ll take a little preparation – think setting up hashtags, establishing good practices and creating incentives so they actually engage – but in the end, you will have created a self-generating content system you simply have to manage from afar. 

 

Wrapping it up!

And that's it! We've linked to some of our most-relevant inbound marketing resources throughout this guide, but in case you missed them, you can access them here:

 Looking to build a new school website or blog? Check out Digistorm Websites.

Ready to make your communications more relevant and personal? Learn more about Digistorm's customer relationship manager, Funnel.