How does a school inbound marketing campaign work?

Most of the institutions that have done an advertising or marketing campaign tend to see each campaign as something isolated, on the other hand, inbound marketing takes into account your different types of audience (students, parents, teachers, etc.) and their stages in the student’s journey (how they make their decision to enroll) and create an experience around this that translates into more people interested in your institution and more students enrolled, but in practice how does this work? In this article we will tell you how it works from the point of view of your different types of clients and how you see yourself benefited by this.

As an example, let’s say that its objective is to generate prospects for three types of public: middle school students, high school students, and their parents. To do this, it is necessary to collect their contact information so that they can be sent tailored messages from your institution to further encourage research and movement through the enrollment funnel.

So, how is your contact information collected? With a content marketing strategy. One idea would be to develop a downloadable and useful piece of attractive content that your audiences are looking for this time of year … as a list of essential preparation tips for the University Admission Test, for example. Once written and designed, the list could be promoted through its website, ads, vocational guidance, among others. Then this is what could happen:

Maria a possible student 

  • Join Facebook. She sees and clicks on a «list of tips to enter the university» ad.
  • Enter a microsite inside your web page. She leaves her name, her email, puts her in third grade and clicks on send.
  • Maria downloads the list (she reads it and realizes that the content was written by your university).


Adriana a mom

  • Search online for tips to prepare for college for her daughter. Go and click on an ad on Google about a list of tips.
  • Enter a microsite inside your web page. She leaves her name, her email, selects the parent and clicks on send.
  • She downloads the list, prints it and gives it to her daughter.


What happens next?

  • Both decide to continue investigating more about your university and enter an enrollment process.
  • Your institution has the information for both and an advisor can contact them to solve their doubts and start the registration process.

This is just one example of how Inbound Marketing might work. If your goal is to involve your alumni, you may want to consider using LinkedIn and linking to technical documents and research related to your industry. Or a series of webinars (online courses) on how to contribute to your school. Different content formats could be more beneficial than others, could attract more attention from the public you are looking for … the possibilities are endless. 

Do you want to learn more? this methodology helps to increase the number of people who come to your institution, improve the experience in the registration process and the acquisition of enrollment as well as the positioning of your university. Are you interested in knowing the particular benefits of Inbound Marketing for your institution? Download the following ebook:

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