Internet Marketing Guide for School Owners

Internet Marketing Guide for School Owners

Introduction

Navigating the modern world of education necessitates more than just pedagogical knowledge; it necessitates a thorough understanding of the digital tools at our disposal. Even the most experienced school administrators may find the vast world of Internet marketing to be uncharted territory. As a committed marketing professional with extensive experience in the educational sector, I understand the unique challenges you face.

The truth is that, while the digital landscape may appear to be overwhelming at first, it is also brimming with opportunities. The potential benefits range from reaching out to potential students to developing a compelling online identity for your institution. This guide is your trusted road map, simplifying the complexities of online marketing and providing school-specific strategies.

“The aim of marketing is to know and understand the customer so well the product or service fits them and sells itself.” – Peter Drucker, a well-known management consultant

Step forward with confidence, armed with knowledge tailored specifically for the educational community. Let us use the Internet’s power to uplift, innovate, and excel in our noble mission of imparting knowledge.

But first, an anecdote from Multi-Millionaire and No BS Book Series Dan S. Kennedy:

“One year, on vacation in Hawaii, I was relaxing at a beach, watching whales in the distance, when a fisherman, obviously a local, drove up in his pick-up truck. He got out with a dozen fishing rods. Not one. A dozen. 

He baited each hook, cast all the lines into the ocean, and set the rods in the sand. Intrigued, I wandered over and asked him for an explanation. “It’s simple,” he said. “I love fish but I hate fishin’. I like eatin’, not catchn’. So I cast out 12 lines. 

By sunset, some of them will have caught a fish. Never all of ‘em. So if I only cast one or two I might go hungry. But 12 is enough so some always catch. Usually there’s enough for me and extras to sell to local restaurants. This way, I live the life I want.”

YOU’RE A SCHOOL OWNER. YOU WANT MORE STUDENTS. 

However, to attract them, you need traffic. 

And that’s where we, the LICERA Growth Marketing Professionals, step in. 

Your Academy has 7 Marketing Levels (aka 7 ocean lines). In this guide, we will explain how to use each of them to generate more leads and enroll more students. 

Why? So you can serve your community with integrity, and profit.

7 LEVELS OF MARKETING IN YOUR ACADEMY

EMBRACING ORGANIC SOCIAL MEDIA
Organic Social Media Graphics From the Web

1. Embracing Social Media Strategies

Business social media presence is essential in the digital age. It increases your school’s visibility, humanizes it, boosts word-of-mouth marketing, and deepens member connection. But, how can you use social media for organic growth?

We Propose these …

5 Key Strategies in Social Media Marketing

FREQUENT ENGAGEMENT

Regular posts allow you to connect with your audience, stay in tune with current trends, and enhance your digital footprint. Ensure your content is more informative and engaging rather than overly promotional. This fosters trust and builds lasting relationships with both existing and potential students. 

For those who find content creation challenging, our LICERA Growth Marketing toolkit offers ready-to-use calendar templates and content suggestions tailored for educational institutions or schools.

EMPHASIS ON RECOMMENDATIONS

In an age where word-of-mouth holds immense power, garnering positive recommendations is invaluable. Trusted reviews have been shown to sway a vast majority of prospective clients. Accumulating numerous positive reviews not only boosts your brand’s trustworthiness but also underscores your commitment to excellence.

BRAND AUTHENTICITY & RECOGNITION (LOGOS & BANNERS)

A cohesive, recognizable, and genuine brand image is essential. We advise utilizing a logo that resonates with your brand’s essence and consistently using it across all social platforms. Regularly refresh your banner images to align with your evolving brand message, be it emphasizing family values, targeting adults, or highlighting special offers.

DIVE INTO VIDEO MARKETING

As of 2020, video content has become indispensable. Videos foster a dynamic interaction with your audience and serve as a potent medium to share insights about your academy in a format more engaging than mere text.

MAXIMIZE EVENT PROMOTIONS

Crafting Facebook events can have a ripple effect. When individuals engage with your event, it becomes visible on their friends’ feeds, offering free publicity. This not only amplifies awareness for your school but also for specific events. Consistently creating events enhances this visibility manifold.

MASTERING SEARCH ENGINE OPTIMIZATION (SEO)
SEO Graphics From the Web

2. MASTERING SEARCH ENGINE OPTIMIZATION (SEO)

SEO is a pivotal tool for positioning your business prominently in your audience’s search journey. To optimize your online visibility, consider these three cost-effective strategies: Blogging, Google Reviews, and Google Business Profile (GBP).

BLOGGING

Regular, keyword-rich blogs can significantly elevate your search engine ranking. By crafting content that’s both educational and engaging, you not only cater to current and prospective customers but also foster discussions and engagement. 

Such content often becomes the gateway that draws online users to explore more about your offerings on Google. For those unsure about content topics, LICERA Growth Marketing offers access to pre-crafted, SEO-friendly blogs tailor-made for their website.

GOOGLE REVIEWS

In today’s digital age, testimonials and reviews greatly sway purchasing decisions. Google Reviews, in particular, hold immense value due to their high visibility and impact on search rankings. By actively encouraging your satisfied customers to leave positive feedback, you not only enhance your online reputation but also solidify trust with prospective clients.

GOOGLE BUSINESS PROFILE

Your Google Business Profile is the spotlighted listing that emerges on the right-hand side during a Google search. Ensuring this profile is thoroughly and accurately set up can dramatically amplify your digital footprint and fortify your marketing endeavors.

REGULAR CONTENT CREATION

SEO requires frequent content updates. A steady supply of fresh articles, videos, and other content shows search engines that your site is active and relevant and gives users more ways to find your business. Embrace a content calendar, focusing on topics that resonate with your audience, and keep the engagement alive.

DIRECTORY SUBMISSIONS

Securing a spot on reputable online directories can amplify your online visibility and enhance domain authority. Submitting your business to directories like Yelp, Bing Places, and industry-specific platforms ensures you cast a wider net, making it easier for potential clients to find you. Moreover, these platforms often provide backlink opportunities, further bolstering your SEO efforts.

PAID ADVERTISING
Paid Advertising Graphics From the Web

3. PAID ADVERTISING 

Although organic online presence is important, paid advertising yields faster and more substantial results. Organic and paid efforts are interconnected like an ecosystem; one thrives when you use the other. The main paid advertising categories are Google and Facebook/Instagram. Be sure to always identify intent- and interest-based marketing while examining each sort of ad.

GOOGLE ADS

Potential customers actively look for business keywords. Make sure you’re one of the first search results. Because they typed in keywords about educational institutions and academies, they are actively seeking your business and are more ready to buy. 

This is why it’s called intent-based marketing because the buyer had the intention to seek a business like yours out. As these people are TODAY buyers, you must show up early in their search, which you have to pay for with Google ads.

FACEBOOK/INSTAGRAM ADS 

While people searching on Google are actively seeking a service, people scrolling through Facebook and Instagram are not. They are using the platform to entertain themselves, not to be advertised to. 

This is why Facebook and Instagram ads are considered interest-based marketing, because the ads are being shown to people who may be interested in a school, but aren’t actively looking to buy YET. These people are considered FUTURE buyers, but having both types is vital for your business to thrive.

TIKTOK ADS

TikTok, with its rapidly growing user base, offers a fresh avenue for advertisers. This platform is driven by short, engaging video content, providing an excellent opportunity for businesses to tap into a younger, highly engaged audience. 

Crafting content that aligns with the platform’s quick, engaging, and often trend-driven nature can be a game-changer. While it’s a newer advertising platform compared to Google or Facebook, early adoption can position your business advantageously, capturing attention in an environment that’s less saturated by advertisers.

RETARGETING

Retargeting—also known as remarketing—is recapturing users who showed interest in your website or app but didn’t convert. Cookies can be used to show these people adverts for products or services they browsed. This strategy is incredibly effective, as it focuses on users already familiar with your brand or offerings, making them more likely to convert upon seeing your ad a second or third time.

NATIVE ADVERTISING

Native advertising integrates seamlessly into the user experience of the platform they’re presented on. Instead of blatant ads that users can easily distinguish (and perhaps ignore), native ads appear as part of the content, making them less intrusive and more engaging. 

Whether it’s an article on a news website, a sponsored post in a social media feed, or a recommended video on a streaming platform, native ads blend in, offering value while subtly promoting a product or service. This format can lead to higher engagement rates as users often consume native ads in the same way they do organic content. When done right, native advertising can amplify brand awareness and drive conversions in a less aggressive manner.

EMAIL MARKETING
Email Marketing Graphics From the Web

4. EMAIL MARKETING  

Email marketing is an essential component of any recruitment or retention strategy. Engaging ad copy, enticing subject lines and an irresistible offer are essential to make any email campaign a success. There are 4 must-haves for any email campaign:

SOCIAL PROOF

Think of social proof like showing that others trust you. In emails, this can be sharing comments or pictures from happy customers. When people see that others like your product, they might want it too.

SCARCITY

Scarcity means there isn’t a lot of something. In an email, you can say something like “Only 10 items left!” or “Sale ends in 2 hours!” This makes people move quickly to avoid missing out.

RECIPROCITY

Reciprocity operates two-way. Giving makes people want to give back. Offer a freebie or discount through an email. Then, people might feel like they should buy something in return.

AUTHORITY

Authority is about trust. People trust experts. If a teacher says a book is good, you might want to read it. In emails, show that you know a lot about your product. Maybe share tips or advice. This makes people believe and trust in what you’re selling.

DIRECT MAIL
Direct Mail Graphics From the Web

5. DIRECT MAIL

Think of direct mail like sending a letter instead of an email. It’s a real thing you can touch. People can hold it, so it’s great. However, there’s a small issue. To contact your company, it requires more than a click. Extra steps are needed.

DESIGN

This is how your mail looks. Bright colors or big pictures can catch someone’s eye. Make sure it’s easy to read and understand.

MESSAGE

This is your message. Be straightforward. Maybe you have a sale or a new product. Tell them why it’s special.

CALL TO ACTION

This is your desired action from a target audience. Would you like them to visit your store or call? Make this part very clear.

TARGET AUDIENCE

Choose who gets your mail. Maybe you send it to people who live close to your store or to those who bought something before.

FEEDBACK LOOP

Find a way to know if your mail works. Maybe you give a special discount if they bring the mail to the store. This way, you can see how many people came because of your letter.

PHONE CALLS with SMS
Phone Call Graphics From the Web

6. PHONE CALLS with SMS

Cold calling, or dialing up people out of the blue, might not always bring the best results. But, if you call or text folks who have heard of your business or showed a little interest, it’s a smart move to strengthen ties.

SMS (Short Message Service) is like sending a quick note. It’s fast and goes straight to their pocket. Here’s why SMS can be nifty:

INSTANT CONNECTION

People usually read texts within minutes. So, if you’ve got a special deal or news, they’ll know pronto.

SIMPLE & DIRECT

No fluff. With texts, you keep messages short and to the point. Perfect for busy folks!

RESPONSES

Some might reply to your text. It’s an easy way for them to ask questions or show interest.

Remember, while calling gives a personal touch, texts are like little reminders that pop up, making sure they remember you.

FACE TO FACE INTERACTION
Face to Face Interaction Graphics From the Web

7. FACE TO FACE INTERACTION

Even with new online communication methods, face-to-face is still powerful. This is the most effective way to create trust. However, obstacles remain. Though time-consuming, you may only connect with a few people.

IN ORDER TO HAVE A ROBUST AND EFFECTIVE MARKETING STRATEGY, YOU SHOULD IMPLEMENT MOST, IF NOT ALL, OF THESE LEVELS.

What do these seven levels help with? To successfully market your school, it is pivotal to understand the customer journey.

THE CUSTOMER JOURNEY EXPLAINED
Customer Journey Illustration From the Web

THE CUSTOMER JOURNEY EXPLAINED

THE CUSTOMER JOURNEY CONSISTS OF SIX PHASES: 

  1. AWARENESS 
  2. CONSIDERATION
  3. PURCHASE 
  4. ONBOARDING 
  5. RETENTION 
  6. ADVOCACY

Here are some details of each customer journey:

AWARENESS

Piquing a potential customer’s interest through Facebook groups, webinars, events, Facebook lives, cold outreach and more. Generally one-sided, as it is the first part of the journey where the customer first learns about your business.

CONSIDERATION

Once the first contact is made, the customer moves to the consideration step. They either gave you their information or reached out, meaning that they are interested and would like to learn more. This phase is where you would provide more details and close the sale.

PURCHASE

The purchase is when they decide to opt-in to your offer and, hopefully, are converted into full-time students.

ONBOARDING

When a customer begins training and starts acclimating to your school, they move to the onboarding phase.

RETENTION

When the student sees both internal and external progress and results and decides to stay a long-term customer, they move to the retention phase.

ADVOCACY

When current students think so highly of you and your services that they advocate on your behalf, they have moved to the final phase. Customers in this phase bring more potential students into the customer journey, as they are excellent sources of social proof.

LICERA OUR ADVANTAGE…
LICERA Marketing Authority

OUR ADVANTAGE…

OUR PROCESSES HELP BRING MORE AWARENESS TO YOUR ACADEMY, MOVE THOSE PEOPLE TO CONSIDERATION, AND GET THEM TO PURCHASE. 

ULTIMATELY, THE “BEST KNOWN BEATS THE BEST,” SO LEVELING UP YOUR DIGITAL MARKETING IS ESSENTIAL IF YOU WANT TO THRIVE IN THE 21ST CENTURY.

While using this guide can be a fantastic way to generate more leads and boost your online presence, these processes are time-consuming. 

At LICERA, we have clients often tell us that they tried Facebook or Google and it didn’t work. However, it’s important to understand that just because you know the techniques or how to work the platform, you may not know the optimal strategy required. This can be understood through a educational institutions analogy:

In your school, you teach your students specific moves and techniques to be prepared for the world. These moves are necessary to build the career they seek, but without a strategy, they are pointless. 

The same goes for digital marketing. Digital marketing techniques are easy enough to learn, but our expertise relies on our strategy of maximizing every dollar you spend on marketing online.  Like a student can’t win a fight without a strategy, your academy can’t win over prospects without applying specific, proven strategy.

At LICERA, we specialize in digital marketing. This allows us to have a plethora of data about what works and what doesn’t in this industry. Having an agency that already understands these trends will optimize your content and increase your number of leads faster than doing it on your own.

If you’re interested in taking the first step,

schedule a 

FREE 

LEAD 

ACCELERATION 

SESSION

with our founder, and Chief Growth Marketing Strategist

RUBEN LICERA

Schedule your PREMIUM COMPLIMENTARY GROWTH STRATEGY SESSION

LICERAinc.com/growth-strategy-session

Read Also: The Complete Hotel Marketing: An Ultimate Guide

I hope you enjoy reading this blog post.
If you want my team to just do your marketing for you, Visit this page.
Search
RECENT POSTS

Great marketing is challenging. That's why we're here.

TALK with OUR IN-HOUSE EXPERTS

MARKETING GUIDES

Get our premium growth marketing content and resources here

Hotel Marketing_ An Ultimate Guide

Hospitality Marketing: The Complete Guide

Master the art of attracting and retaining guests with 'Hospitality Marketing: The Complete Guide.' Unlock powerful strategies that elevate guest experiences and boost your bookings. Get your copy today and start transforming your hospitality business!

Business Coaches Digital Marketing Guide

Digital Marketing for Business Coaches and Consultants: The Complete Guide

Elevate your coaching or consulting business with cutting-edge digital marketing strategies. 'The Complete Guide for Business Coaches and Consultants' is your roadmap to online success. Secure your guide now and start scaling your impact!

Digital Marketing for Retailers

Digital Marketing for Retailers: A Complete Guide

Revolutionize your retail business with 'Digital Marketing for Retailers: A Complete Guide.' Discover proven techniques to increase traffic, boost sales, and build customer loyalty. Grab your guide and transform your retail strategy today!

Intentional-Social-Selling-Tools

Intentional Social Selling: A Complete Guide

Turn social interactions into sales with 'Intentional Social Selling: A Complete Guide.' Learn how to effectively connect, engage, and convert your social media audience. Don't wait—start mastering social selling now!

WOW The Customer_ A Complete Guide

WOW the Customer: A Complete Guide

Exceed expectations and create memorable customer experiences with 'WOW the Customer: A Complete Guide.' Uncover the secrets to customer satisfaction and loyalty. Purchase your guide today and begin wowing your customers!

Branding and Creative Design

Branding and Creative Design: A Complete Guide

Build a standout brand with 'Branding and Creative Design: A Complete Guide.' From logo creation to brand strategy, learn how to captivate and engage your audience. Order now and start crafting a brand that resonates!

Lead Generation Strategies for Real Estate Agents, Brokers and Developers

Real Estate Lead Generation: A Complete Guide

Skyrocket your real estate business with 'Real Estate Lead Generation: A Complete Guide.' Learn innovative methods to attract and nurture quality leads. Get your guide today and start filling your pipeline with potential buyers!

Restaurant Marketing 101: The Definitive Guide to Amplify Your Brand and Boost Profits

Restaurant Marketing 101: The Complete Guide

Turn your restaurant into a buzzing hotspot with 'Restaurant Marketing 101: The Complete Guide.' From online promotions to event hosting, discover the ingredients for marketing success. Secure your guide and make your restaurant the go-to place!

RESOURCES

Get our premium growth marketing content and resources here

Fundamentals of Marketing

Marketing 101 Course

Unlock the secrets of successful marketing! Enroll in our Marketing 101 Course today and transform your approach with expert insights and real-world tactics. Don't miss out—start leading your market!

Marketing Plan and Template

Free Marketing Plan and Template

Plan your path to success with our FREE Marketing Plan and Template! Tailored for effectiveness, these tools will guide you to strategically capture and convert your audience. Download now and start planning to win!

Google Courses

Free Google Course with Certifications Image

Dive into the essentials of Google certified marketing courses without spending a penny! These marketing courses offer comprehensive lessons on key marketing principles. Sign up now and begin mastering marketing at no cost!

Marketing Certification

Free Marketing Certifications

Validate your marketing skills with our Free Marketing Certification! Stand out in the job market and prove your expertise. Enroll, learn, and earn your certification today—completely for free!

Marketing Tools for Business

Free Marketing Tools for Business

Enhance your marketing efforts with our suite of Free Marketing Tools! From analytics to campaign management, get everything you need to boost your business's performance. Access your free tools today!

Marketing Strategies for 2024

Free Marketing Strategies for Business in 2024

Revamp your marketing playbook with our Free Marketing Strategies! Discover innovative approaches and practical tips that drive results. Unlock these strategic insights for free and outshine your competition!

7 steps to Grow your Leads & Sales Thumbnail

Double Your Business Growth Webinar

Ready to double your business? Join our masterclass and learn the strategies that top businesses use to scale quickly and efficiently. Reserve your spot in the Double Your Business Masterclass now!

Free AI Courses

Power your Business's Marketing with AI

Future-proof your business with the power of AI! Explore how artificial intelligence can revolutionize your marketing strategies. Join us and start leveraging AI to enhance your marketing effectiveness today!

ABOUT US

LICERA is your premier source for the latest in growth marketing, trends, innovations, and technology.

Designed for the modern marketer, LICERA offers a curated selection of insightful articles, cutting-edge case studies, and expert opinions to keep you at the forefront of the industry.

Whether you’re refining your strategy or exploring new horizons, LICERA is your essential guide to staying ahead in the dynamic world of marketing.

Dive into LICERA today and transform the way you grow your brand and connect with your audience. Subscribe now and never miss an update!

Magazine Images

INDUSTRY PARTNERSHIPS

CERTIFICATIONS AND PARTNERSHIPS

Google Partner
Google Reviews Award
Clutch Award
7 Figure Agency
Expert Summit

AWARDS and RECOGNITIONS

CMO-Marketing-Agency-of-the-year-2022
CMO-Digital-Marketer-of-the-year-2022
Bronze-Stevies-Company-of-the-year-2022
Brand-Leadership-2021
silver-stevie-winner
bronze-stevie-winner
innovation-public-releations
top-digital-marketing
asian-leadership-award
CMO-Marketing-Agency-of-the-year-2022
CMO-Digital-Marketer-of-the-year-2022
Bronze-Stevies-Company-of-the-year-2022
Brand-Leadership-2021
silver-stevie-winner
bronze-stevie-winner
innovation-public-releations
top-digital-marketing
asian-leadership-award

LICERA is an international award-winning Growth Marketing Strategy group from Cebu, Philippines serving the world.

Get in touch via info@LICERAinc.com

MEMBER OF

LICERA Network

Sign-up to our Magazine

Subscribe for exclusive marketing updates on our magazine

LICERA Subscription Form

Subscribe to Licera and receive a free 2024 Growth Guide in your inbox.

Please enable JavaScript in your browser to complete this form.
Name

Grow and Scale your Business in 2024!

Subscribe to Licera and receive a free 2024 Growth Guide in your inbox.

Watch This Webinar!

How to

Grow your Business by 240% or More

in 45 Days in 7 Strategies

Click the button below to watch the video!

GET YOUR FREE COPY!

LICERA Applicant Information Form

LICERA Careers ( www.LICERAinc.com/careers ) is committed to protecting your privacy and ensuring that all personal data collected from you is processed according to the principles of transparency, legitimate purpose, and proportionally pursuant to R.A 10173 (Data Privacy Act of 2012)