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The market for business schools is widely considered to be one of the most dynamic and unique areas of the higher education sector. After all, you’re serving an audience of ambitious, smart, and hardworking people. Business schools provide students with prestigious qualifications that make them eligible for lucrative top-level career opportunities.

Marketing a business school focuses on building relationships, value, and being informative, as opposed to “hard selling” strategies. This is why digital marketing is a natural fit for business schools to increase recruitment and student retention.

If you think you need to re-examine your business school’s marketing, you’ve come to the right place. Cardinal Digital Marketing is a full-service marketing agency that has helped numerous higher education institutions all over the country.

Read on to find out about the importance of digital marketing for business schools and how a digital marketing agency fits into your goals.

Business Schools Digital Marketing
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5 Reasons Why Business Schools Need Digital Marketing

Competition among business schools has never been tougher than ever. It’s one of the most demanding areas o higher education but digital marketing can make it happen for you. Here are the top reasons why your business school needs digital marketing:

Defining Personas

One of the first steps to increasing business school enrollments is to develop well-researched and accurate personas. Depending on the programs and courses you offer, you’ll need to create more than one persona to cater to specific audience segmentation.

For instance, you’ll find that the motivations and objectives of domestic students are very different from international ones. A certain segment may be concerned about the city’s cost of living while another wants to know about visa regulations. However, although you can define as many personas as you want, try not to go overboard. The main thing is to create personas with practical applications to your marketing campaign.

Overall, persona development is certainly an essential building block of your business school marketing campaign.

Defining Personas
Thought Leader

Projecting Your Institution as a Thought Leader

When marketers say that content is king, that’s the truth! Content generation is one of the most important components of a strong digital marketing campaign. These days, customers eschew traditional marketing methods because of “hard selling.” Instead, marketers are focusing on providing useful and relevant content to answer questions.

With informative and well-researched online content (blogs, infographics, videos, etc.), you’re building trust and credibility among your target audience. The combination of trust, credibility, and prestige will surely help your business school thrive. Plus, these values also gives your organization to establish itself as the authority, the thought leaders.

Perhaps the simplest way to integrate content marketing into your campaign is to start a blog on your website. However, make sure that you focus on in-depth, long-form content as they’re favored by search engines.

Drive Student Inquiries and Applications

Digital marketing done right will drive traffic to your school’s website. However, it’s equally important that your organization is capable of translating that traffic into applications or at the very least, inquiries. Let’s face it, you’re doing marketing because your main goal is to increase your school’s enrollment rates.

With a good digital marketing application, your website will have all the important information that prospects might need before deciding to apply. Of course, you have to make sure that such information is readily available and easy to access. Furthermore, any of your pages that act as touchpoints for visitors researching your programs and courses should also serve as conversion funnels.

A good digital marketing campaign includes an optimized landing page that’s visually appealing and clearly communicates your school’s messages and selling points.

Drive More Students
Quality Leads from Social Media

Find Quality Leads on Social Media

Another important part of digital marketing is social media. Social media is a great tool to improve your online presence, strengthen your content, and generate traffic for your website. However, you have to make sure that you’ve identified the right social media platforms for channeling your marketing efforts. Just because you can hop on every social network under the sun, it doesn’t mean you should.

In addition, the most popular networks are not automatically the best choice for you because it will still depend on the nature of your business. For business schools, LinkedIn is perhaps the best platform that can provide the most return for business schools. LinkedIn is known for its base of young and experienced professionals across many different industries.

More popular networks like Facebook and Instagram are also great platforms due to the sheer number of users they host. These platforms can be a good place for casual content and interacting with students.

Leverage Organic Search and Paid Advertising

More often than not, the bread and butter of your digital marketing campaign is search engine optimization (SEO). By and large, the number one source of website traffic is from organic search. 61% of marketers say that improving their SEO and growing their organic presence is a top priority – business schools are no exception.

However, adding paid advertising to your marketing arsenal amounts to a holistic campaign. In some cases like in social media, organic reach has been severely limited. Paid search provides the most targeted approach when it comes to serving ads. PPC ad campaigns allow you to target audiences based on key attributes like age, gender, location, education level, interests, and more.

Organic Search and Paid Advertising

Why Partner with a Business School Digital Marketing Agency?

Get More Bang for Your Marketing Buck

More often than not, an agency partner is the most cost-effective option when putting up a digital marketing campaign. Compared to an in-house team or freelancers, agencies like Cardinal has a team of experienced marketing specialists, stronger reporting capabilities, and more access to cutting-edge tools. With an in-house team, you still need to train them and you’re paying them a full-time salary. Even then, they’re not going to be as good as professional marketers.

As a result, your business school can draw upon more marketing resources at a lower cost when compared to putting together an in-house marketing team.

improving Marketing Quality
Advertising Marketing Mix

Diversified Marketing Mix

As mentioned earlier, business schools have many personas to think about which is why a variety of marketing channels is needed to reach their desired audience. The agency has enough skills and experience to lead your campaign in the right direction based on current trends and best practices.

When you work with an agency, especially with a full-service one like Cardinal, you’ll have instant access to a team of marketing pros that are proficient in many strategies, allowing you to diversify your campaign. Plus, it should be easy to scale your campaign.

Measurable Marketing

Traditional marketing methods like TV, print, and radio are very difficult to measure. On the other hand, digital marketing is quantifiable. With the right tools, you can easily track every aspect of your marketing campaign. When you partner with an agency, not only will they monitor your campaign, they can properly interpret the data as well. Plus, the agency will also ensure that you’re always kept on the loop by providing regular updates and in-depth reports.

Measurable Marketing
Lighting Your Workload

Lighten Your Workload

Marketing for business schools is tough and it’s not getting any easier. Not only do you find yourself wearing many hats, you likely wear all the hats. And yet, enrollment rates and student retention are not improving. In reality, you can only do so much on your own.

This is where a digital marketing agency comes in.

Business schools need an experienced partner with in-depth knowledge of higher education marketing. With an agency partner, you’ll save more time and money, and focus on more important things like managing a business school.

Get Your Business School The Attention It Deserves With Cardinal

Cardinal Digital Marketing is a full-service digital marketing and branding agency with decades of experience working, training, and strategizing for higher ed institutions. Our business schools marketing services include:

Search engine optimization

Local SEO for business schools will help you rank higher than private and public competitors. At Cardinal, we’ll help increase your school’s online presence wherever you may be on the map.

Paid media advertising

Paid advertising can be tricky but we have PPC experts that will make it work for your institution. We’ll optimize your PPC campaign so you can get your message to the right audience.

Web design

A strong digital marketing campaign starts with a strong website. It’s a good thing that our team is comprised of very talented web developers and graphic designers. Make a good first impression with a beautiful website.

Conversion rate optimization

Are you getting good website traffic but little to no applications? Cardinal will help increase the potential of your website to convert and reinforce your confidence in your brand. Let’s take the guesswork out of your marketing campaign.

Social media marketing

Many learning institutions think that getting likes and shares is enough. There’s so much more to social media than that. Cardinal will help you leverage the power of social media for your business school.

Customized campaign

94% of customers and marketers consider personalization to be important today. From customized strategies to personalized messages, we make sure that your campaign is highly relevant to you and your prospects.

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