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As a continuation of our Enrollment Funnel Spotlight Series, we discuss the Act Stage that is geared towards engaging and influencing prospective families to act on a particular call to action.
As we discussed in last week’s post, the RACE digital marketing framework by Dave Chaffey describes each stage of the process of attracting new customers. “RACE” stands for Reach, Act, Convert, and Engage, and the RACE model is an excellent tool for independent schools to shape their digital marketing strategy. RACE is a practical, customer-oriented way to reach and convince parents that your school would be right for their children.
Today, we’ll be taking a look at the Act stage, which is short for Interact. The Act stage is a middle of the funnel stage that is all about engaging with your prospective families and getting them to take an action such as submit an inquiry form, register for an open house, or come for a campus tour.
To have a high performing Act stage, there are some steps you need to take beforehand.
To evaluate how effective your school’s customer-focused digital marketing is, you can track KPIs like:
Creating and tracking KPIs for every marketing tactic you use is pivotal to determine how well each tactic is working; if a strategy fails to help you meet KPI goals, consider switching up your approach.
Digital marketing is far superior to print marketing in this way. Tracking the real-time data and making optimizations accordingly is a benefit school marketers cannot afford to pass up.
Sites like Hubspot contain great advice for creating landing pages that draw customers in and encourage them to continue to interact. When your goal is driving engagement and generating conversions, your promotional materials should:
Remember the goal in this stage is to get the family to act on something, so make sure your calls to action are front and center, easy to use, and not time consuming to complete.
Parents want to feel that their interest in your school is received and reciprocated. One way to juggle parent-faculty relations at your school is to invest in Customer Relationship Management (CRM) software, allowing you to reach prospective students and guardians in a punctual, professional manner. CRM software also facilitates lead nurturing, allowing you to create personalized material for your families and automate the process of follow-up messages to interested parties.
As mentioned in step two of the Act stage, user-generated content–such as testimonials and positive media about your school–is critical when you are trying to generate organic interest. Creating social media posts that encourage user interaction is a great way to collect user-generated content of this variety.
It is also critical that your school have a robust marketing budget, as digital marketing is a highly complex process that requires industry expertise to navigate. A digital marketing partner can help you through difficult marketing challenges, converting more leads and reaching enrollment goals if your in-house team is small or only one person… you!
The Act stage serves as the go between for building brand awareness and having families apply to your school so be creative in how you interact with your families. Tell your school story one chapter at a time during these top and middle of the funnel stages and set yourself apart from your competitors by giving captivating information to prospective families and funneling them down to you seamlessly and effortlessly. In the end, the parents of today are expecting that form of communication.
As a continuation of our Enrollment Funnel Spotlight Series, we discuss the Act Stage that is geared towards engaging and influencing prospective families to act on a particular call to action.
As we discussed in last week’s post, the RACE digital marketing framework by Dave Chaffey describes each stage of the process of attracting new customers. “RACE” stands for Reach, Act, Convert, and Engage, and the RACE model is an excellent tool for independent schools to shape their digital marketing strategy. RACE is a practical, customer-oriented way to reach and convince parents that your school would be right for their children.
Today, we’ll be taking a look at the Act stage, which is short for Interact. The Act stage is a middle of the funnel stage that is all about engaging with your prospective families and getting them to take an action such as submit an inquiry form, register for an open house, or come for a campus tour.
To have a high performing Act stage, there are some steps you need to take beforehand.
To evaluate how effective your school’s customer-focused digital marketing is, you can track KPIs like:
Creating and tracking KPIs for every marketing tactic you use is pivotal to determine how well each tactic is working; if a strategy fails to help you meet KPI goals, consider switching up your approach.
Digital marketing is far superior to print marketing in this way. Tracking the real-time data and making optimizations accordingly is a benefit school marketers cannot afford to pass up.
Sites like Hubspot contain great advice for creating landing pages that draw customers in and encourage them to continue to interact. When your goal is driving engagement and generating conversions, your promotional materials should:
Remember the goal in this stage is to get the family to act on something, so make sure your calls to action are front and center, easy to use, and not time consuming to complete.
Parents want to feel that their interest in your school is received and reciprocated. One way to juggle parent-faculty relations at your school is to invest in Customer Relationship Management (CRM) software, allowing you to reach prospective students and guardians in a punctual, professional manner.
CRM software also facilitates lead nurturing, allowing you to create personalized material for your families and automate the process of follow-up messages to interested parties.
As mentioned in step two of the Act stage, user-generated content–such as testimonials and positive media about your school–is critical when you are trying to generate organic interest.
Creating social media posts that encourage user interaction is a great way to collect user-generated content of this variety.
It is also critical that your school have a robust marketing budget, as digital marketing is a highly complex process that requires industry expertise to navigate. A digital marketing partner can help you through difficult marketing challenges, converting more leads and reaching enrollment goals if your in-house team is small or only one person… you!
The Act stage serves as the go between for building brand awareness and having families apply to your school so be creative in how you interact with your families.
Tell your school story one chapter at a time during these top and middle of the funnel stages and set yourself apart from your competitors by giving captivating information to prospective families and funneling them down to you seamlessly and effortlessly. In the end, the parents of today are expecting that form of communication.
As a continuation of our Enrollment Funnel Spotlight Series, we discuss the Act Stage that is geared towards engaging and influencing prospective families to act on a particular call to action.
As we discussed in last week’s post, the RACE digital marketing framework by Dave Chaffey describes each stage of the process of attracting new customers. “RACE” stands for Reach, Act, Convert, and Engage, and the RACE model is an excellent tool for independent schools to shape their digital marketing strategy. RACE is a practical, customer-oriented way to reach and convince parents that your school would be right for their children.
Today, we’ll be taking a look at the Act stage, which is short for Interact. The Act stage is a middle of the funnel stage that is all about engaging with your prospective families and getting them to take an action such as submit an inquiry form, register for an open house, or come for a campus tour.
To have a high performing Act stage, there are some steps you need to take beforehand.
To evaluate how effective your school’s customer-focused digital marketing is, you can track KPIs like:
Creating and tracking KPIs for every marketing tactic you use is pivotal to determine how well each tactic is working; if a strategy fails to help you meet KPI goals, consider switching up your approach.
Digital marketing is far superior to print marketing in this way. Tracking the real-time data and making optimizations accordingly is a benefit school marketers cannot afford to pass up.
Sites like Hubspot contain great advice for creating landing pages that draw customers in and encourage them to continue to interact. When your goal is driving engagement and generating conversions, your promotional materials should:
Remember the goal in this stage is to get the family to act on something, so make sure your calls to action are front and center, easy to use, and not time consuming to complete.
Parents want to feel that their interest in your school is received and reciprocated. One way to juggle parent-faculty relations at your school is to invest in Customer Relationship Management (CRM) software, allowing you to reach prospective students and guardians in a punctual, professional manner.
CRM software also facilitates lead nurturing, allowing you to create personalized material for your families and automate the process of follow-up messages to interested parties.
As mentioned in step two of the Act stage, user-generated content–such as testimonials and positive media about your school–is critical when you are trying to generate organic interest.
Creating social media posts that encourage user interaction is a great way to collect user-generated content of this variety.
It is also critical that your school have a robust marketing budget, as digital marketing is a highly complex process that requires industry expertise to navigate. A digital marketing partner can help you through difficult marketing challenges, converting more leads and reaching enrollment goals if your in-house team is small or only one person… you!
The Act stage serves as the go between for building brand awareness and having families apply to your school so be creative in how you interact with your families.
Tell your school story one chapter at a time during these top and middle of the funnel stages and set yourself apart from your competitors by giving captivating information to prospective families and funneling them down to you seamlessly and effortlessly. In the end, the parents of today are expecting that form of communication.
