7 Resolutions Your School’s Marketing Department Should Make

7 Resolutions Your School's Marketing Department Should Make. Personalization no more precise than segmenting your list into prospects and parents of prospects doesn't meet expectations. That means knowing what questions they have, whether they prefer Instagram to Twitter, or even Facebook, and send them videos, not reports. The more you publish blog posts, the more traffic and leads you drive to your website. Analyze your internal data to see which blog post topics are attracting the types of prospects you want. Questions about their educational future are at a much higher level. Don't overlook video, podcasts, and other visual content. Infographics are liked and shared on social media 3x more than any other type of content. From deciding which social platforms to focus on (don't waste resources using them all), to determining how your school will use the different channels. Work these resolutions into your planning for next quarter and next year.

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It’s once again that time of year for taking a good look at the lessons we’ve learned from our marketing efforts and resolving what we will, or won’t, do again in 2017:

1) Less Bulk Email

Your prospects want to know you see them. Personalized emails provide 6x the transaction rates as generic email. Yet the bar for what qualifies as “personalized” is getting higher. Personalization no more precise than segmenting your list into prospects and parents of prospects doesn’t meet expectations. Your prospects want to feel that you see them as an individual. That means knowing what questions they have, whether they prefer Instagram to Twitter, or even Facebook, and send them videos, not reports. When you collect information through their digital behavior and optimized online forms, put that intel to use when customizing the content you email individuals.

2) Better communication with Enrollment/Admissions

This is a symbiotic relationship. The stronger the relationship between Marketing and Admissions, the more effective both departments are. Admissions folks are great sources of intel regarding what current prospects’ pressing questions are, or understanding why applicants do and don’t enroll. Their frontline knowledge on these issues can help you craft a topic list that will have traction. Work together to define what is an admissions qualified lead (AQL). If you don’t already have an service level agreement (SLA), 2017 is the year to put one together with your colleagues. It provides the framework for mutual support, open communication, and shared goals.

3) Stop posting just for the sake of posting

You have a blog to keep fresh and an extensive editorial calendar to execute! The drive to publish often leads to publishing whatever you can think of. But guess work is so 2013.

You need to publish new posts regularly. The more you publish blog posts, the more traffic and leads you drive to your website. Here’s the critical caveat: are you attracting traffic and leads that fit your personas? You don’t want just any old eyeballs. If you want to attract your ideal students and their parents, you must publish posts they actually want to read. You need to address their most pressing concerns, answer their burning questions, be a resource for the…

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