Yes, we are talking about the months of June, July and August, which is the key time to apply Inbound Marketing strategies for the education sector.
It is very important to keep in mind that during these summer months our investment in content creation and strategy must increase , as well as the investment in digital advertising to try to capture the largest number of leads and guide them through the entire conversion business owner database funnel. However, before you jump into the mud of Inbound Marketing for the educational sector, you should take into account some aspects that will allow you to be more accurate when deciding what actions to carry out.
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Choosing the Buyer Persona is essential
The buyer persona is the fictitious representation of your ideal client . Once you have defined it, it is essential to study their behavior, tastes and motivations, as well as their demographic characteristics. If we talk about Inbound Marketing for the educational sector, we can see that there are three buyer persona profiles : companies that need to train their employees in certain subjects, adult students who want to study a university degree or training cycles, and parents or legal guardians of school-age children.
Companies looking for training for their employees
If your educational center wants to specialize in training company employees, you should know that you are targeting a special audience, since the person in charge of contracting training services for employees will not be the employees themselves who will receive the course . Therefore, your content strategy must focus on a more professional tone , leaving aside the emotional aspect and focusing on how our training will improve the operation, profitability and efficiency of a particular company. In cases like these, our messages will be aimed at managers and human resources managers.
Parents or legal guardians of young school-age students
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Parents or legal guardians of school-aged children are other main buyer personas when it comes to carrying out the Inbound Marketing methodology for the education sector. They are responsible for carrying out an exhaustive study of the educational centres in their area before making a decision, although there are some aspects that will depend more on the sociological characteristics of each person or family than on the work carried out by one or another centre when it comes to attracting customers. Aspects such as proximity to home, religious beliefs, training methodology or the good reputation of a particular school. With the Inbound Marketing methodology for the education sector we must highlight these aspects mentioned above and our strengths, taking into account that within this sector word of mouth is very powerful.
Adult students seeking further education
We have completely changed our perception of this new type of buyer persona. This is the only case in which we are directly addressing the person who will enjoy the peculiarities of our educational centre (before we sought to attract the parents and bosses of those who were going to be trained). There will be different types, just as there are different types of educational centres. Therefore, our Inbound Marketing messages and actions must change based on whether my centre is an English academy or a higher mechanical engineering course, for example. Everything emotional will have a lot of pull with this type of profile.
How to apply the Inbound Marketing methodology to the education sector
We have already mentioned it at the beginning of the article: attract, convert, close and retain . These are the pillars of Inbound Marketing, also applicable, of course, to the educational sector, and this is how we will work to try to attract the largest number of students to our educational center.
