Some might think that a few ads and a little social media magic are all it takes to make school marketing a success. But no, school marketing is a marathon with no quick fixes that are actually sustainable.

While digital advertising and social media can see valuable short-term gains, alone, they’re not enough to sustain long-term growth for your school. These strategies need to be part of a larger, more comprehensive plan, and you need to be resilient.

It's more about patience, persistence, and passion.

Over time, the goal is to build a strong, recognizable brand and a loyal community around your school, and this takes time, creativity, and consistent effort. After all, there's no point in getting a quick spike in interest if there's no way to create a lasting impression that continues to draw families and retain students year after year.

Progress comes from building relationships, continuously improving your school's offerings, and maintaining a consistent presence so you can stay top of mind.

Still not convinced? Take a look at these stats that show building a school brand and online community takes time and hard work.

1) It Can Take 6-8 (or Dozens) of Touchpoints to Earn a Conversion

Ever heard of the saying, “The squeaky wheel gets the grease”? Well, it's kind of like that in school marketing.

Salesforce has said it can take 6-8 touch points for a prospect to convert, meaning it’s a long game of multiple smaller touchpoints, like connecting socially, posting blog posts, opting into a newsletter, inquiring, visiting campus, etc. Some reports suggest a cold lead could take between 20-50 touches.

But remember, there's a balance. Too many touchpoints can be less effective and annoying, so aim for quality over quantity.

Integrated Marketing

Use various channels and methods for those 6-8 touchpoints. This could include email newsletters, blog posts, open house events, ads, and personal follow-ups. Just like Gould Academy, make sure that your messaging is consistent across all content (digital ads, social posts, viewbooks, blogs, etc), and that each touchpoint adds value to the prospective family's experience.

2) Blogging Could Get You 97% More Links to Your School’s Website

Blogging is a powerhouse in school marketing, and it's still a valuable strategy to gain SEO authority while AI seems to be stealing the spotlight.

The long-term benefits of consistent content creation are massive, but one report suggests that marketers who prioritize blogging are 13 times more likely to enjoy a positive return on investment (ROI). Creating a genuine connection with your audience takes time, but those who blog can receive 97% more links to their website.

Free eBook Download: The School Blogging Toolkit: Everything you need to plan, publish, and launch your school's blog

Consistent and Quality Blogging

Create high-quality, informative, and engaging blog content that covers topics relevant to your target audience, like curriculum details, student success stories, faculty profiles, and educational trends. Remember to use SEO best practices to increase visibility and encourage sharing to build more inbound links.

Groton School does a great job with its Zebra Tales blog, a collection of student-written content that brings all the different pieces of student life and meaningful learning experiences together in an authentic way.

3) Some 60% of Parents Consider 3 or More Schools

Your school has competition! One of the takeaways from Niche’s K-12 Parent Survey suggests that sixty-four percent of parents considered at least three schools during the search process, while 23% decided between five or more.

Differentiate Your School

Understand what makes your school unique and communicate that effectively in your marketing materials.

• Conduct a competitive analysis to understand your competitors and, more importantly, how you can stand out.
• Use testimonials and success stories to show the value of your school.
• Highlight special programs, student achievements, faculty expertise, and community involvement, just like how Garrison Forest School calls out all the benefits of its all-girls experience.

4) More Than Half of Your School’s Content is Wasted

Here's a tough pill to swallow: a lot of the content you’ve worked so hard to create might not be used.  A while back, the Content Marketing Institute cited a report that suggests that 60-70% of your content marketing goes unused. That could mean all the work you’ve done writing blogs, filming videos, gathering testimonials, and posting on social media could be going unused because teams either:

• Aren’t aware that all that content even exists
• They don’t have time to go looking for it
• Believe there’s way too much content to find it

Content Optimization and Management

Conduct an audit of your existing content and see what's being used and what's not. Develop a content strategy that matches your school's goals and audience needs, and make sure your content is easily accessible and shared across different channels. Train your team to utilize all available content effectively, and regularly review and update your content strategy based on performance metrics.

5) As Much as 80% of Marketing Budgets Go to Ads

It's common in school marketing to spend a big chunk of the budget on ads. The 80/20 Rule suggests that 80 percent of your marketing budget goes toward paid media (digital ads), and only a tiny percentage goes to SEO, inbound marketing, or other efforts.

Schools that aren't confident about their digital marketing skills may be throwing away a portion of their budget into quick ROI. Those results might work, but without a long-term strategy or the expertise, you could be letting that ROI slip by.

Did You Know? One recent study showed that the average higher–ed institution invests between $429 and $623 on marketing for each student who enrolls.

The best approach is to partner with marketing professionals who live, eat, and breathe digital marketing. They know what they're doing, and they know how to make the most of your budget.

Key Takeaway

School marketing is a journey that requires a strategic approach, sustained effort, and a commitment to your school's long-term success. Quick fixes might seem tempting, but they won't lead to the lasting growth and strong community connections that are essential. Patience and strategic planning are key, and while the journey can be long and costly, the rewards are huge..

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.