Four Important Things We Think About When Marketing Sycamore School (and a few more notes too):

Rob Nichols
MARKETING AND COMMUNICATIONS BLOG
Rob Nichols
 
In our most recent blog from Communications and Marketing, we wrote about our paid (outbound) advertising for our Fall, 2018 marketing campaign.  Among our initiatives was inclusion in private school guides in Indianapolis Monthly and Indianapolis Star. We have just wrapped up an October/November run on WFYI radio, and also completed a pair of Facebook campaigns that targeted Early Childhood families not already at Sycamore.
 
On the flipside, we are working on inbound marketing as well, providing content for those who are searching for private schools, for gifted education, and for Indianapolis-area schools for their children.  We balance both inbound (people searching for us and for relevant content) and outbound (where we are strategically searching for potential students and parents to see our messages and ads).
 
Additionally, not everything we do with our marketing, social media posts, photos, videos, etc… is all about new parents.  We want to surprise and delight our current Sycamore families.  In doing so, we believe prospective parents will see how we share ideas and highlights with those who are already here, they will feel included and more readily see themselves as future Sycamore families.
 
Here are four important things we remind ourselves when marketing Sycamore School (and a few more notes of interest):

1.    Visual content is more than 40 times more likely to be shared on social media than other types of content.On nearly every one of our Facebook and twitter posts, we add an image or a video.  I think it is tough to refute “40 times more likely” stat, even if it might be inflated.  Having it be 2 times more likely would be enough of a reason to add some images.
 
2.   The cost per lead for inbound marketing is about 61 percent less than outbound leads.  Makes sense, right? Inbound marketing means someone already has identified a need and is trying to fill it.  Need a school for your child? You think he or she has shown signs of being smart? That’s why the search usually begins. That’s why at Sycamore, we work to have videos, blogs, and branding that will make someone take the next step of reaching out to our Admissions staff.

3.    Paid promotion can accelerate the results of an inbound strategy by bringing in additional search traffic. This is why we do things like producing videos for TalonTED Talks that includes the presentations from the event and also behind-the-scenes interviews with those same returning alumni. We then post it to social media as a regular post, garnering organic traffic, but we also spend some of our marketing budget to share it further to a targeted audience via Facebook and Instagram. The cost to reach an extra 5,000 or 10,000 people within a certain demographic is so much less than traditional advertising that it is a no-brainer.
 
4.    Eighty-one percent of shoppers conduct online research before making large purchases, and 75 percent of those do those searches on their phone.  That’s no surprise to us. Our statistical feedback shows us that 70 percent of the people who read our weekly Hall Monitor newsletter do it via their phone. The takeaway?  Create mobile friendly content, and make our content short bursts of relevant information for prospective parents
 
We also know...:
  • 11:00 a.m. ET has the highest click-through rate for email sends (HubSpot).
  • As of February 2017, mobile devices accounted for 49.7% of web page views worldwide (HubSpot).
  • Long-form blog posts (like this one) generate 9 times more leads than short-form blog posts (Curata).
  • The average length of a typical blog post is 1142 words (Orbit Media).
  • Websites with blog content have 434% more search engine-indexed pages than those without blogs (Techclient).
And now you know some of the things we think about every day and things that take up space in our brain as we work to share the Sycamore School message. 
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