Industry: K-12 Education SEO
"I have been getting a good number of qualified calls.
Applications during a key enrollment week grew 200% year from last year from 3 to 9."
Online marketing has been an increasingly important channel for private schools of all sizes. This is due to many reasons:
To remain relevant, schools must be cognizant of these facts and have a plan of action to address evolving buyer behavior and preferences. An Atlanta-based PreK – 8th grade independent school hired me to begin transitioning their strategy from traditional admissions marketing tactics that were no longer as effective to more online digital marketing channels.
The school was very strategic about beginning efforts in the spring so that we’d be ready when Admissions season started in the fall. Over 6 months we did the following:
We created a plan of 1-time and ongoing monthly activities that directly and indirectly impacted SEO that included:
We shifted the blog strategy from that of “megaphone marketing” about the school to a lead-generating strategy to improve communications and conversations with new families and not just highlight information for existing families. Activities included:
Because organic SEO does take time and the market is competitive in Atlanta, we dedicated a budget to Paid Google Search ads in order to get to the top of google for key searches. Adding Paid Search is a great way to complement both Local Search efforts and Organic Search efforts, which are all 3 separate and distinct channels with their own set of activities needed.
Neither digital marketing work nor campaigns should ever be launched before: