Digital Marketing 101 for Charter Schools
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Digital marketing is an important tool for charter schools to use online communication to overcome obstacles like fundraising, enrollment, and community support. The best tactics for charter schools include search engine optimization to produce high-quality content and mobile-friendly websites for free organic listings. Paid search advertising through Google AdWords allows schools to bid on relevant keywords. Social media, email marketing, video, and display advertising are also effective to interact with audiences and keep the brand top of mind. Schools should start by augmenting their current marketing plan with digital tactics and budgeting for both initial investments and ongoing costs depending on the strategy.
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Digital Marketing 101 for Charter Schools
- 1. Digital Marketing 101 For Charter Schools August 16, 2017
- 4. 1. Overview// Digital Marketing Defined 2. Tactics //The BestTools forCharterSchools 3. Resources //WhereYou Can Learn More? 4. FinalThoughts //Where to Start? Budget? 5. Slides and recording // Emailed toyou today! Agenda 4
- 5. 5 No. 1 What is digital marketing? Let’s get definitive.
- 6. What is digital marketing? • Communicatingwith the appropriate target audiences online in a meaningfulway. • Digital marketing can help yourcharterschool overcome obstacles such as fundraising, enrollment, and gaining necessarysupport from the community. 6
- 7. Your vision online Use your school’s purpose to create a powerful marketing message. • Defineyourbrand. Whyisyourschool unique?What is the essence ofwhoyou are? Once defined, howwillyou deliveronyourbrand promise? • Whatareyoutryingtoaccomplish? What is a reasonable goal foryourcharterschool? Increasingenrollment, awareness in the community, newfacilities, etc. deliver. • Communicatestrategically. What channelswillyou use to connectwithyouraudience?What is most effective and efficient foryourbudget and goals? Howwillyou measure results? 7
- 8. No. 2 The best tactics for charter schools. The digital channels at your fingertips. 8
- 9. Digital Marketing Tactics Search Engine Optimization (SEO) 9 Email Marketing DisplayAdvertising RetargetingAdvertising Video Marketing Social Media Mobile/responsivewebsite PayPerClickAdvertising (PPC)
- 10. Mobile/Responsive Website 10 Google rolled out changes to its algorithm that favormobile sites lastyear. Recent changes have focused on content fresh
- 11. Ensuringyourwebsite is fullyresponsive and quicktoload are the two most important factors in a positive userexperience. So,where doyou start? Mobile/Responsive Website 11
- 12. Website platforms to consider. Build Your Home Base 12
- 13. Ask the important questions: 1. Design:What does the layout look like. Howis colorand text used? Howare visuals incorporated? 2. Innovation: Does thewebsite look like a template, oris it original, conveying the uniqueness ofthe organization? 3. Content: Is the content fresh and interesting? Does it get updated frequently? (Google cares about this.) 4. Technology: Do the pages load promptly? Do the hyperlinkswork? 5. Interactivity: Is the information presented in avarietyofways to engage the user, including text,video, photos, and hyperlinks? 6. EaseofUse: Is it hard it is to navigate the pages orperform a search function? Build Your Home Base 13
- 14. Foreverysecond delayin mobile page load, conversions can fall byup to 20%. Google PageSpeed Insights 14Source: Google/SOASTA, “The State ofOnline Retail Performance,”April 2017.
- 15. Search Engine Optimization (SEO) • “Organic”listings are free and based on relevance to the search term. • Goal: produce the best userexperience. • Best userexperience: • Easynavigation • Fast load time • Relative content • Mobile/responsive website 15
- 16. SEO Example 16 1. Person searches for“Inspire charterschools.” 2. Person clicks organic link to Inspire CharterSchools. 3. Person is taken towebsitewhere theyare prompted to enroll. 4. Person completes the enrollment/interest form.
- 17. Local Search Results 17 MyBusiness Putyourschool’s information on search, maps, and Google+ so that students and parents can findyou, no matterwhat device theyare using. Local SEO is focused on providing search results that are relevant based on the location ofthe user.
- 18. Five SEO Tips for Your School 1. Pick 10-15 relevant “keywords”with a monthlysearchvolume of300-3,000 searches. 2. Incorporate keywords intoyourcontent naturally, asyouwould in conversation. 3. Write original, quality, educational content foryoursite.Avoid duplicating content. 4. Submityourwebsite’s sitemap tovarious search engines — www.google.com/webmasters. Check indexed pages. 5. Reach out to reputable education directories and .orgsto get them to link toyourwebsite. 18
- 19. Pay Per Click (PPC) 19
- 20. Pay Per Click (PPC) • Organizations bid in on search terms (keywords) users are likelyto use to find theirschool. • Keyword examples: • “science charterschool” • “Phoenix charterschools” • Paid listings use a “Pay-Per- Click”(PPC) systemwhere the advertiserpays foreach click on the theirad. 20 Best for giving a website maximum visibility to those who are searching for your school on search engines.
- 21. Social Media • Connectwithyouraudience instantly,visuallyand on an individual basis. • Advertising available through these platforms. • Targetyouraudience based on location, industry, job title, etc. 21 Best for interacting with community and advocates (in real-time).
- 22. Social Media 22 By the numbers.
- 23. Social Media 23 Don’t forget to leverage the older platforms and test the new.
- 24. Email Marketing • Create personalized messages and newsletters foryourleads, customers, and target audience. • Email marketing is cost effective and easyto implement. • Email is easyforusers to share and schools to track. 24 Best for keeping your brand top of mind of an interested audience who opt-in for your updates.
- 25. Email Tips • Almost everyone reads emails on theirphones these days; keep emails mobile friendly. • Ifyou can, let the images do the talking. • Copy/text should be minimum 15pt font • FollowSPAM compliance. • Technicallyyou can email email address one time, but focus on opt-in contacts only. • Ensureyou includeyourorganization name, address, and phone number. • Ensureyou give subscribers the abilityto unsubscribe. 25
- 26. Mobile friendly = single column, “skinny” layouts 26
- 27. Mobile friendly = single column, “skinny” layouts 27
- 28. Fonts & buttons 28 Headlines 30px+ Body copy 16px+ Minimum 13px BecauseApple Yo
- 29. Fonts & buttons 29 Buttons 44 x 44 points
- 31. Video • Helpyourschool stand byconnecting withyouraudience and creatingvideos worth sharing. • Create aYouTube channelwhere all of yourvideoswill reside foryouraudience toview. • Shareyourvideos through social media orblog posts. • Video doesn’t have to be pricey, but it can be. Let’s look at the options… 31 Bring your brand to life by creating captivating videos your audience can share.
- 35. No. 3 Resources Tools for lifelong learners. 35
- 36. Resources OrganicSearch&SearchEngineOptimization **GoogleAnalytics IQ Certification Moz (SEO Software) The Beginners Guide to SEO PaidSearch(PPC),Display,&Retargeting **GoogleAdwords Certification The Beginner’s Guide to Setting UpAnAdwordsAccount The Beginner’s Guide toAdwords DisplayAdvertising Tips forCreating Effective DisplayAds CreateYourFirst Remarketing Campaign 5Tips to MaximizeYourRetargeting Campaign EmailandSocialMedia MailChimp Hootsuite Hootsuite Resource Library HowTo Set Up Facebook,Twitter, and EveryOtherSocial Media Profile 36
- 37. No. 4 Final Thoughts Some thoughts on where to start & budget. 37
- 38. Where to start? • Yourdigital tactics should supportyou overall marketing objectives and/orstrategy. • Execution can be internal orexternal. • Look forsocial advocates inyourcommunityand parent groups. • Don’t reinvent thewheel. 38 Augment your current marketing plan.
- 39. What to spend? • Time + money= total investment (especiallywith digital). • Some tactics require initial plus ongoingbudgets,while others require just initial investments. • Add to orleverage current marketingbudget. 39 Different tactics require different budgets.
- 41. Display “Banner” Advertising • Displayads appearnext to content onvariouswebsites in text, image, orvideo format. • Best forincreasing brand awareness. • Displaycampaigns can be set up to target audiences in avarietyof ways: specificwebsites, time of day, geography, etc. 41 Use visually engaging display ads to increase brand awareness and target potential customers. Learn&More&
- 42. Retargeted Advertising • Retargetingleverages the user’s familiaritywithyourbrand to encourage them to complete a conversion. • Most users do not convert on the first interactionwithyourbrand. • Keepyourbrand top ofmind when theyare readyto enroll, donate, etc. 42 Use image advertisements to target users who have previously visited your website.