Education Marketing Trends For 2016
What will 2016 hold for education marketers? Here are a few marketing trends that you should be aware of as you head into the new year.
It’s All About the Content
Content marketing is a huge focus for education companies right now. Creating a plan that serves up the right content for lead generation, lead nurturing, and relationship building at the appropriate time in the cycle is critical to sales success. If we look at content planning as a soup to nuts menu, than your website has to be the entrée. This is your home base for content. Everything you push out in your marketing mix should reside here so that you are pulling people back to your website to engage and support the relationship building process.
How the Every Student Succeeds Act (ESSA) Will Impact Education Marketers
President Obama signed the reauthorization of the Elementary & Secondary Education Act (ESEA) into law in mid-December as the Every Student Succeeds Act or ESSA. A bipartisan victory in Congress, the ESSA has significant changes from its previous iteration as the No Child Left Behind Act (NCLB) passed during the Bush administration. Congress was able to pass the law because it featured changes in the federal education role by giving power back to the states to make decisions about appropriate spending and to have greater flexibility in setting their own academic performance targets and effective interventions.
Changes in federal funding will likely have an impact on education companies. ESSA moves critical federal funding back to the control of the states through block grants. Although this money is intended for shoring up educational technology, it is left to the states to decide what to invest in. It should remove the perception that the federal government is trying to control public education.
Leveraging Local When You’re Not
How can education companies have a local impact on educators across the country when they don’t have any kind of local presence?
Some education businesses can directly impact local sales of their products. For example, supplemental publishers who sell through the school supply retail channel can drive local customers into specified stores through a combination of targeted direct mail, email, mobile advertising, and social networking. There are also education products that are sold through other types of dealers such as audio or tech hardware providers. Customers and prospects who buy through resellers can also be mobilized to drive local sales.
However, what are your options if you sell digital curriculum, learning management systems or any other type of software as a service (SaaS)? The implementation of any of the following tactics will help build your brand locally and nationally.
How to Choose Your Best Social Media Channels
Every time you turn around it seems like there is a hot new social media channel competing for our attention. As a marketer, how do you decide where your company should focus its time and resources? The good news is, you don’t need to be on every social media platform. Even with all the buzz around certain platforms, not every one is right for your communication objectives. Often, companies open accounts on a lot of different platforms and begin posting in hopes that something will stick with someone, somewhere. Here are a few tips to make your social media efforts a little more fruitful.
7 Tips for Creating Successful Lead Generation Email Campaigns
Experts agree about the importance of email in generating leads. According to Marketing Profs, email is still the highest performing digital marketing tactic we have in our tool kits. Marketing Sherpa reports that email is the primary lead generation tool with 81% of survey respondents stating email is their most effective channel for lead generation.
Here are some effective tactics for designing emails that generate leads: