To effectively reach prospective students, there are numerous digital marketing channels available. Here are five of the most impactful options to consider, especially if you’re looking for a solid starting point.
1. Your Website
Your website often serves as the first point of contact for prospective students, so it’s crucial to create a strong initial impression. If your site is outdated, visually unappealing, or difficult to navigate, potential applicants may quickly lose interest.
Design plays a significant role in first impressions—94% of them are design-related. Therefore, your website should be engaging and visually attractive, incorporating colors and graphics that align with your branding without overshadowing your content.
A primary focus for your website should be its navigation. Information must be easily accessible, with minimal clicks needed to find desired content. If visitors have to struggle through multiple pages to find what they’re looking for, they may choose to explore other options.
Organize your content and navigation in a way that’s intuitive and visually appealing. Ensure that the information on your site is current and accurately represents your school’s programs and services. Outdated or incorrect information can mislead visitors and potentially deter them from applying.
Additionally, make sure your contact information is readily available on every page. Avoid making students search through multiple pages to find how to contact you. Including your email address and phone number in the footer of every page will facilitate easier communication and encourage potential students to reach out.
2. Search Engine Optimization (SEO)
In a crowded field of technical schools, standing out in search engine results is crucial for attracting prospective students. Search Engine Optimization (SEO) is the practice of enhancing your website to achieve higher rankings and greater visibility for relevant search queries.
A key component of any effective SEO strategy is keyword research. By identifying and targeting the specific terms your potential students use—such as “technical school in Harrisburg PA” or “electrical technology programs Lancaster PA”—you can optimize your website’s content to align with these search terms.
Google’s algorithms prioritize content that is most relevant to users’ search queries. By incorporating these targeted keywords throughout your site, you improve your chances of ranking higher in search results. This increased visibility helps drive more traffic to your website, making it easier for prospective students to find and consider your programs.
By optimizing your site for the keywords that potential applicants are searching for, you enhance your likelihood of attracting them and encouraging them to apply.
3. Pay-Per-Click (PPC) Advertising
Pay-Per-Click (PPC) advertising is a cost-effective digital marketing strategy that provides precise control over your ad spend and targeting.
Unlike traditional marketing methods where you pay to broadcast your message broadly—such as with radio ads that might not reach your intended audience—PPC advertising ensures that you only pay when someone actually clicks on your ad. Your ads appear in search engine results based on the keywords you bid on. If your bid is competitive, your ad will show up above the search results and direct users to your website. You only incur costs when a user clicks on your ad, making it a more efficient use of your budget.
One of the benefits of PPC is its trackability. You can easily monitor the performance of your ads, including the number of clicks they generate. This allows you to evaluate which ads are most effective and make adjustments as needed, such as pausing underperforming ads and reallocating your budget to those that deliver better results.
4. Email Marketing
Email marketing, a longstanding pillar of digital marketing, remains highly effective. It boasts a remarkable return on investment, with the potential to generate $44.25 for every dollar spent.
To leverage email marketing for your technical school, start by creating a list of subscribers. Include a sign-up form on your website to invite prospective students to join your email list.
Once you have a subscriber base, you can send out emails featuring valuable content tailored to their interests. This might include details about your programs, advice on preparing for technical school, updates on industry trends related to your courses, and other relevant information that could engage and inform your audience.
5.Social Media
Your prospective students spend over six hours a week on social media, making these platforms a prime opportunity to connect with and attract potential applicants.
Maintaining an active presence on social media allows you to define your brand and forge connections with students. Instead of merely competing for their attention, you can demonstrate your commitment to providing valuable education and preparing them for successful careers. This not only enhances your school’s reputation but also builds trust and loyalty among your audience.
Platforms like Facebook, Twitter, and Instagram are excellent for engaging with both prospective and current students. Use these channels to answer questions, address comments and concerns, and share updates about your programs. Posting photos of campus events, highlighting student projects, and discussing relevant industry news will further engage your audience and strengthen your school’s presence in their minds. The more you interact on social media, the more likely students will feel a connection to your institution.