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In today's competitive and wide-ranging bc data taiwan package scenario, educational marketing takes on crucial importance in the strategies for attracting and retaining students for educational institutions.
However, college and university leaders often face a common pain : their efforts to attract users to their website are not positively reflected in ROI.
On the one hand, investment in digital advertising does not yield a return with quality prospects (leads) that can become students and your website or blog does not rank in search engines like Google.
Even worse if the competition is better positioned.
In these cases, the solution is not to increase investment, but to define a way to attract more potential students efficiently and consistently over time . One of them is to implement a useful and relevant content strategy that solves various user problems and accompanies them throughout their purchasing journey, with content that is also positioned organically.
Why is it important to attract organic traffic to a website?
Organic traffic refers to the visits that a website receives as a result of a search on sites such as Google, Yahoo or Bing. It is called organic because it is not the result of paid advertising, and is achieved through various practices of the website to have a better position in search results.
This constant optimization of digital assets (website, blog, landing pages, etc.) is called SEO (Search Engine Optimization).
The benefit of organic traffic is that it attracts people to your website who are interested in your company's sector but who may not have yet heard of your brand, instead of using traditional push techniques, which often scare away potential customers because they try to sell a product or service directly without knowing what stage of the purchasing stage the user is in.
buyer-journey-impulse
With organic traffic, ideal customers arrive at your doorstep and, with the right strategy, can be converted into sales.
How to improve the organic positioning of a brand?
Getting your website to rank well in search engines is not a simple task and cannot be achieved immediately. This will be the result of implementing an effective and efficient content marketing strategy.
The first step is to carry out an SEO audit . In this, you can define the keywords from which the content that will be positioned in search engines such as Google will be produced. These must be useful and of quality, so that the brand can be a reference in the educational sector and, in addition, attract the attention of the target audience, that is, parents of students or potential students in the case of postgraduate studies.
And to make these contents even more attractive, they should be accompanied by different formats: infographics, videos, animations, podcasts, etc.
Another important factor is the distribution of content . It must be correctly shared on social media and audio and video platforms. This will serve both to generate greater brand awareness in potential clients and to achieve loyalty among students.
Content marketing and SEO positioning work hand in hand to help a website rank better.
However, despite being decisive, content is not everything. It will be much more useful and effective when it is part of a more macro strategy. To do this, two concepts are essential: the buyer persona and Inbound Marketing.
Content-SEO-Students-Education
How to segment the target audience in an educational institution?
Knowing who you are targeting is just as important as the content you will offer them. In order to guide potential students through the purchasing funnel, it is necessary to be very clear about the profiles of the institution's students.
The technique for generating these profiles - based on their behavior, as well as sociodemographic data - is what is known as a buyer persona. It is a fictional character: a name is created and characteristics are described such as:
Struggles, obstacles and fears
Triggers
Personal or professional goals: what are you looking for with a product/service?
How do you search for information?
How you make a decision: what needs to happen before you buy, desire for solutions.
Barriers to purchase
Purchasing factors
Who is involved in your decisions?
Etc.
And, in light of all this, what solutions do you propose to help them choose your brand.
