An educational Inbound Marketing strategy consists of a set of techniques and methodologies aimed at attracting the ideal student to higher education institutions, based on the production of relevant content compatible with the needs and objectives of the target audience. Edgar higuerey Jan 15, 20 | 11 min read The way of doing Marketing for Educational Institutions (IES) has changed. If before most of the investments were concentrated in physical media and events, today digital resources allow the use of digital marketing tools for the acquisition of students. Social networks, blogs, e-mail marketing, automation… All this brings a wide range of opportunities, not only to attract new students, but also to keep those who are already part of the student body. But, did you know that one of the most successful strategies on the web today brings together all the concepts described in the previous paragraph? It is about Inbound Marketing , a practice that seeks to transform simple blog visitors into potential clients. It is used in various areas, bringing positive results for companies of all sizes and market niches.

If you want to learn how to use it in your Teaching Institution, you have come to the right place. In this article, you will discover all the secrets of Educational Inbound Marketing and you will learn to conquer and retain students in your IES. Keep reading! Returning to the concept of Inbound Marketing Inbound Marketing came to revolutionize traditional Marketing. While the latter reached its consumers through advertisements and offers in a massive way, South Korea WhatsApp Number List Inbound Marketing does it differently, targeting exclusively the Buyer Persona and trying to generate the greatest number of leads. Another of the big differences is that, instead of bringing the brand to the consumer, Inbound Marketing attracts consumers to the brand . As it does? Through digitally available content and specially designed to offer them the information they are looking for. It is a fairly dynamic strategy and it is constantly evolving. Originally it was limited to attracting, converting and finalizing the sale, but today it goes much further. When making the sale, he continues to focus on the customer, enchanting him, in order to favor the user experience and repeat the cycle. Let’s look in a little more detail at each of the stages of the marketing funnel, one of the foundations of Inbound Marketing. Attraction At this stage, the duty of the brand is to attract its ideal audience through content that is of interest to them. Conversion Once you have captured the user’s attention, you must deliver content that brings them even closer to your brand.

This is the stage where the user can become a lead , that is, a potential consumer. Closing / decision In this phase you have the public that you must nurture to turn them into a customer. It has already gone through the other stages and is ready to consume. Enchantment / retention The user has already consumed your product, however, even more so when it comes to a continuous service such as a university, you have the role of enchanting and retaining it. But how? With content that generates value! In this way, we can keep them motivated and satisfied with our services until they finish their studies or even, that encourages other elements of their circle to follow in their footsteps . Inbound Marketing is constantly evolving and today it has strategies that focus on the enchantment phase in all its stages, to turn the marketing funnel into a circular process. One of them is known as Flywheel . It focuses on user loyalty, creating new sales opportunities through its experience. By prioritizing the user experience, it is possible to attract and retain loyalty at the same time . One of the strategies that has the most prominence in Inbound Marketing is Content Marketing , which together with SEO , the presence in social networks and other strategies, collaborate with the growth of a brand. Why Can Universities Benefit From Inbound Marketing?

Of all the educational Marketing strategies , Inbound Marketing is an excellent opportunity both to acquire new students and to retain enrolled students. Next, we will show you the reasons why this strategy can benefit your institution of higher education. Channel the public that needs you By creating useful content that attracts potential customers, it is possible to reach a specific audience, which increases the likelihood of conversion . In addition, Inbound Marketing allows you to configure your digital channels in a way that is fully compatible with the profile of students you want to attract to your university. If the institution focuses more on academic research projects than on technical training for the labor market, for example, the production of content for digital channels may be aimed at students who want to study at a university with these characteristics. Add more value to your brand By sharing content that is useful for users and that is really relevant in your area, you will be giving your brand authority and credibility.

This will increase trust among the general public. By generating high-value content, you show that your brand cares about sharing useful information with users, making it available on digital media . The strategy allows you that in addition to giving value to your brand in the real world, you transmit authority to its digital domain. In this way, you favor their visibility and, at the same time, improve total visitor traffic. It favors the dissemination of the entire institution and its individual programsWith Content Marketing you can not only work on your brand as a whole, but you can also promote the courses individually. If you wanted to publicize each of the courses at your university individually with traditional Marketing, you would spend a fortune. However, Content Marketing allows you to do this job with a much lower investment and excellent results . Help your sales team Educational Inbound Marketing allows the consumer to be educated to prepare him to complete his registration. Thus, your sales team will have much less work, since the user will have clarified a large part of their doubts with your content.

Increase the enrollment of new students The work done with Inbound Marketing allows attracting future students who are in various stages of the shopping journey, 24 hours a day, 7 days a week. You can attract users who are simply interested in one of the topics you address and who with your content discover the possibility of undertaking university studies or reaching students who are looking for a university because they want to start their higher studies. Regardless of where they are in the customer journey, the strategy will drive them toward conversion. You can easily measure the results One of the great advantages of educational Inbound Marketing is its easy measurement, based on different specific indicators . It is possible to track the results of each of the actions instantly. This allows you to orient your efforts on what causes the most positive effect among your users. In addition, with the Inbound Marketing tools you will also be able to understand the points in which your competitors surpass you with respect to digital positioning. With that data in your hands, it will be easier for you to establish the path towards improving your presence in this environment. To help you in this analysis we made a complete material on how to monitor your digital competition in the market. You can leave your email on the page below to receive it for free!

Each student costs you less Inbound Marketing is an economic strategy that has the ability to help you attract more students with a small investment. In this way, the Customer Acquisition Cost (CAC) is reduced . In addition, it contributes to the retention of students, increasing the Lifetime Value (LVT) . In other words, the strategy allows the student to stay longer in the university and consequently generates more profits for the organization. How to carry out an educational Inbound Marketing strategy? It’s time to get down to business and build the educational Inbound Marketing strategy for your university. In the following lines we will show you how to create it! Creation of the buyer persona The buyer persona is the creation of a semi-fictional character based on your ideal client. To create an Inbound Marketing strategy that works, you must carry out this stage with real data , only in this way will you be able to communicate effectively with the potential consumer. An example of a buyer persona could be: “Juan, 18 years old, just finished high school, lives in city X, his biggest dream is to become a great scientist, he lives with his parents and his younger sister, (…)”. Identifying your ideal customer is the first part of creating your buyer personas, however, the data cannot be assumed or invented , you have to discover it through surveys with your students, until you obtain one or more profiles in common.

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