The Inbound Marketing is a digital marketing methodology that relies on the concept of customer journey, a process that involves walking path a person who does not know our product or service until it becomes client. And it is divided into 3 phases: awareness, consideration and decision .During this process, we must accompany and solve all the doubts that the lead has through content. In this article I am going to focus on the first phase of the customer journey , the awareness phase and, especially, on attracting traffic in the education sector . Will you accompany me?list_altIndex of contents
Types of audiences in the education sector
How to focus and create the content
What else does inbound custom mobile number uk free contribute to the education sector?EAE Business School success story
Importance of attracting traffic in the education sector
The education sector shows characteristics that make it especially suitable for the use and creation of content in its marketing strategy. Two of these characteristics stand out:In any field of the education sector, decision-making in the purchase process is long and, normally, the prospect wants to learn a lot before deciding to buy. Whether it is a school or a university, the institution must stand out in the market, and content is a very powerful tool in the online world.One of the best ways to demonstrate the quality of an educational center is through the creation of content and its presentation online. In other words, an educational center that shares quality educational content on its online channels will have a much greater chance of positioning itself ahead of the competition and being better considered by prospects.
[Free guide] EAE Business School’s success story with inbound marketing
Types of audiences in the education sector
The education sector varies greatly depending on the type of institution. In general, we can highlight 3 different types of center:Schools and institutes
Universities and business schools
Depending on what type of educational institution you are, you will have to identify a different type of buyer person , an archetype of your model client , a way of understanding and visualizing your ideal client, to put yourself in their position when creating the content strategy . I recommend the HubSpot tool to create your own buyer personas . How about?negative buyer personaThus, we can highlight general Betting Email List of the b uyer person of each type of institution:Schools and institutes : parents concerned about the education of their children . The main characteristic of this type of buyer persona is that the life time of these clients is very high, since most of them do not usually change schools and spend all the compulsory education in it.
Universities and business schools: there may be different types of buyer persona, depending on whether they want to study a degree or a master’s degree . Generally, undergraduate students have a lower educational level and seek to train in a field in which they are not yet experts, while master’s students have a higher educational level, already have experience or training in the field and seek to specialize. Another difference is that a potential degree client seeks to make a 4-year investment, while a master’s degree seeks a higher economic investment for just one year.
Academies : the buyer persona of this type of educational institution is very broad , so we cannot generalize on the characteristics of the buyer persona of this type of center.
Once we have seen the general characteristics, you must delve into the specific pains and drivers of your buyer persona in order to generate interesting traffic attraction according to the type of institution and thus create a quality database. Let’s go there!
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How to focus and create the content
Once we have well identified our potential client, we can focus the content specifically towards them and the moment of the purchase cycle in which they are.Furthermore, in the education sector, decision-making is especially long . For example, in universities there is an average of 6 months in the decision of a master’s degree and one year in the decision of degrees.So, knowing the buyer person and his stage of the buyer’s journey, we must define in which channels we want to be present:Blog : allows to solve the doubts of millions of users who search in Google and allows the creation of a community if we have a good quality and frequency of publication .
Videos : they are the trendy content. Although its consumption increases year after year, still few companies are making an effort to publish quality video content.
Podcast : like the blog, it allows you to create a community . His presence is on the rise and platforms like Spotify are betting on him.
Webinar : comes from “web” and “seminar”. It is an online workshop or conference that works very efficiently to demonstrate the educational value of an institution.
Having identified the potential customer and defined the channels, my recommendation is to create a content map , as it will help you find the right topics for the phase of the purchase process in which each user is.An example to create a content map is to design a table that includes your buyer persona, the phases of the purchase process and several content proposals for each phase. In this way, you will obtain a more schematic image of what the buyer persona needs at all times and you will be able to develop your decisions in creating content to provide greater value. Try making one!Start creating my content map
What else does inbound marketing contribute to the education sector?
From InboundCycle, every year we prepare an Inbound Marketing Study . And in the 2018 edition we have had the results of more than 50 real companies that have decided to bet on inbound marketing.In this study we address the 6 assets of digital marketing:
Channel for capturing records
One of the sectors that the Inbound Marketing Study analyzes is the education sector. From the data of 4 B2C projects in the education sector , we have been able to analyze the monthly capture of traffic during the first 20 months of the project:traffic attraction and content creationDuring the first 4 semesters, these projects have managed to multiply traffic by 3.06 from the first to the second semester, multiply it by 3 from the second to the third semester and multiply it by 2.3 from the third semester to the fourth. We can see it in the following graph:study inbound marketing education sectorOther graphs of the education sector that we can find in the study are the evolution of the uptake of records and the evolution of the uptake of MQL. Let’s now go for an example that illustrates all of this!New call-to-actionEAE Business School success story
A success story of inbound marketing and attracting traffic in the education sector is that of the EAE Business School, which has been collaborating with InboundCycle for several years. I recommend you download the complete success story , in which we analyze the results obtained by EAE Business School with the inbound methodology.As I mentioned at the beginning, we have seen that attracting traffic and creating content are strategies that work especially well in the education sector. The different buyer persona of educational institutions tend to seek a lot of information, and the fact of showing quality and educational content is a great way to differentiate themselves.But there is no use creating a lot of content if we do not understand what interests our audience. For this reason, it is very important to be clear about which channels we want to be in and design a content map to create the content that the buyer person needs at the right time and place for them. Logical, right?Finally, this article is focused on attracting traffic and creating content, but we must not forget that all this traffic has no value if we cannot convert it into records and make it go down the funnel, with the rest of the assets that inbound has. marketing. Does your company belong to the education sector and do you need more recommendations? Let me know in the comment section!