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<?xml version="1.0" encoding="UTF-8"?><rss version="2.0" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:wfw="http://wellformedweb.org/CommentAPI/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:atom="http://www.w3.org/2005/Atom" xmlns:sy="http://purl.org/rss/1.0/modules/syndication/" xmlns:slash="http://purl.org/rss/1.0/modules/slash/" > <channel> <title>Truth Tree</title> <atom:link href="https://www.truthtree.com/feed/" rel="self" type="application/rss+xml" /> <link>https://www.truthtree.com/</link> <description>School marketing company</description> <lastBuildDate>Tue, 07 May 2024 22:38:27 +0000</lastBuildDate> <language>en-US</language> <sy:updatePeriod> hourly </sy:updatePeriod> <sy:updateFrequency> 1 </sy:updateFrequency> <generator>https://wordpress.org/?v=6.5.2</generator> <image> <url>https://www.truthtree.com/wp-content/uploads/2022/05/Favicon-150x150.png</url> <title>Truth Tree</title> <link>https://www.truthtree.com/</link> <width>32</width> <height>32</height></image> <item> <title>Maximize Your School’s Digital Marketing on a Shoestring Budget</title> <link>https://www.truthtree.com/school-marketing-on-a-budget/</link> <dc:creator><![CDATA[missy]]></dc:creator> <pubDate>Tue, 07 May 2024 22:38:20 +0000</pubDate> <category><![CDATA[Advice]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=26191</guid> <description><![CDATA[<p>"Every dollar mattered!" said a former school marketing director. Most families search for schools online, so budget-conscious schools should combine free strategies like content marketing and connecting with feeder schools with paid ads for best ROI. Even a small budget can be effective when combined with the right free methods.</p><p>The post <a href="https://www.truthtree.com/school-marketing-on-a-budget/">Maximize Your School’s Digital Marketing on a Shoestring Budget</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[<p>by <a href="https://www.linkedin.com/in/trevor-waddington/" target="_blank" rel="noreferrer noopener">Trevor Waddington</a>, Principal and Founder of <a href="https://www.linkedin.com/company/11556188/admin/feed/posts/" target="_blank" rel="noreferrer noopener">Truth Tree</a> and <a href="https://www.linkedin.com/in/missyspeyrer/" target="_blank" rel="noreferrer noopener">Missy Speyrer</a>, Associate Director of Marketing & Sales at <a href="https://www.facebook.com/TruthTreeConsulting" target="_blank" rel="noreferrer noopener">Truth Tree</a></p> <p><strong>Do you dream of reaching more families but worry your marketing budget can’t keep up?</strong> You’re not alone! Many schools <a href="https://www.truthtree.com/why-some-schools-remain-hidden-gems/" target="_blank" rel="noreferrer noopener">struggle</a> to get the word out — out of fear of breaking the bank. The good news is that <a href="https://www.linkedin.com/pulse/setting-smart-marketing-goals-objectives-manuel-pistner">smart marketing</a> is more about strategy than spending a lot of money. </p> <div class="wp-block-essential-blocks-testimonial"><div class="eb-parent-wrapper eb-parent-eb-testimonial-k74x9 "><div class="eb-testimonial-wrapper eb-testimonial-k74x9 layout-preset-1" data-id="eb-testimonial-k74x9"><div class="eb-testimonial-container"><div class="eb-avatar-container avatar-inline "><div class="image-container"><div class="eb-avatar-style"></div></div><div class="eb-userinfo-container"><p class="eb-testimonial-username">Trevor Waddington, Principal at Truth Tree</p><p class="eb-testimonial-company">Former Director of Marketing & Admissions <br>at independent schools in the Philadelphia & Washington, DC areas</p></div></div><div class="eb-description-container"><div class="eb-testimonial-quote-style"><svg xmlns="http://www.w3.org/2000/svg" width="123.961" height="123.961" x="0" y="0" enable-background="new 0 0 123.961 123.961" version="1.1" viewBox="0 0 123.961 123.961" xml:space="preserve"><path d="M49.8 29.032c3.1-1.3 4.4-5 3-8l-4.9-10.3c-1.4-2.899-4.8-4.2-7.8-2.899-8.5 3.6-15.8 8.3-21.6 14C11.4 28.532 6.6 36.232 4 44.732c-2.6 8.601-4 20.3-4 35.2v30.7c0 3.3 2.7 6 6 6h39.3c3.3 0 6-2.7 6-6v-39.3c0-3.301-2.7-6-6-6H26.5c.2-10.101 2.6-18.2 7-24.301 3.6-4.898 9-8.898 16.3-11.999zM120.4 29.032c3.1-1.3 4.399-5 3-8l-4.9-10.199c-1.4-2.9-4.8-4.2-7.8-2.9-8.4 3.6-15.601 8.3-21.5 13.9-7.101 6.8-12 14.5-14.601 23-2.6 8.399-3.899 20.1-3.899 35.1v30.7c0 3.3 2.7 6 6 6H116c3.3 0 6-2.7 6-6v-39.3c0-3.301-2.7-6-6-6H97.1c.2-10.101 2.601-18.2 7-24.301 3.6-4.899 9-8.899 16.3-12z"></path></svg></div><p class="eb-testimonial-description">When I was working in schools post-2008, I really had to get creative because my budget was slashed in half. Every dollar mattered!,” said Truth Tree Principal, and former director of marketing and admissions at independent schools in the Philadelphia and Washington, DC areas.</p></div></div></div></div></div> <p></p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-2ad820bb4b090c9e087d49662c085ee9" id="h-the-big-secret-focus-on-what-matters-most" style="color:#008732"><strong>The Big Secret? Focus on What Matters Most!</strong></h2> <p>We know that most families searching for a school start online (just like looking up recipes, restaurants, and movie times). So, to reach searching families, it’s more about being<strong> in the right places </strong>than the <em>most </em>places. If your school has limited resources, it’s best to focus on a few key areas. Here’s how:</p> <ol><li><strong>Determine Your Identifier(s)</strong> Every school has unique strengths, like a great kindergarten program, an award-winning arts focus, or a reputation for letting kids be kids while learning. It doesn’t have to be a conventional strength. Don’t overthink this: it can simply be the thing that draws families to your school and keeps them there. </li> <li><strong>Narrow Your Focus</strong> Think about which grades have the most room to grow and what makes your school special. This will help you target the right age levels to highlight what you do best.</li> <li><strong>Free Marketing Magic</strong> In the conventional sense, there are tons of <a href="https://buffer.com/library/free-marketing-tools/" target="_blank" rel="noreferrer noopener">free marketing tools</a> available, perfect for those with a limited budget. </li></ol> <ul><li><strong>SEO:</strong> This <a href="https://www.truthtree.com/top-5-search-engine-optimization-seo-tips-for-school-websites/" target="_blank" rel="noreferrer noopener">fancy term</a> just means making your school website easy to find online. Think of it like putting up a big, bright sign that says “Awesome School Here!”</li> <li><strong>Content Marketing:</strong> Share fun and informative articles, pictures, and videos about your school. Take this idea beyond ‘news’ updates to solidify yourself as the expert on that identifier we discussed above. Coupled with news updates, these <a href="https://www.truthtree.com/tips-for-successful-school-blogging/" target="_blank" rel="noreferrer noopener">content pieces</a> show families what a great place your school is for students to learn and grow!</li> <li><strong>Social media:</strong> Connect with families on Facebook, Instagram, YouTube and (maybe) TikTok! Share updates, answer questions, and show the fun side of your school. More often than not, <a href="https://www.truthtree.com/organic-vs-paid-social-media-marketing-for-schools/" target="_blank" rel="noreferrer noopener">social media posts</a> should include a tie to the bigger picture.</li> <li><strong>Feeder School Marketing</strong>: Be sure you’re communicating with the schools whose students could naturally transition into your school. Creating opportunities for field trips and open dialogue with administrators there could mean you’re top of mind when parents begin searching.</li> <li><strong>Get Help from Current Parents</strong> Happy parents are your biggest fans. Encourage them to write online reviews, share and comment on school social media content, and write their own positive stories tagging the school account(s). <a href="https://www.truthtree.com/your-schools-word-of-mouth-marketing-strategy/" target="_blank" rel="noreferrer noopener">Word-of-mouth marketing</a> coupled with the elements above is powerful!</li> <li><strong>Collaborate with Local Hotspots</strong> Partner with local businesses that cater to families, like bookstores or libraries, to offer flyers or co-host community events. </li> <li><strong>Email Marketing</strong> Building an email list of interested families allows you to send regular updates about school events, achievements, or special programs, keeping them engaged. While a CRM with automation might not be in the budget, setting reminders to send out email invites to those who toured still gets the invite sent.</li></ul> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-ac32894cd8804e7f68e61863daa00c23" id="h-a-little-budget-goes-a-long-way" style="color:#008732"><strong>A Little Budget Goes a Long Way!</strong></h2> <p>Even a small budget can give your marketing a big boost. Here’s an example of how you could spend $15,000 over 6 months:</p> <ul><li><strong>$6,000:</strong> Keyword Targeting: Reach families looking for high school programs on Google.</li> <li><strong>$2,500:</strong> Keyword Targeting: Target parents searching for kindergarten options on Google.</li> <li><strong>$3,500:</strong> Display Ads: Show eye-catching ads on websites and apps that families use.</li> <li><strong>$1,900:</strong> Retargeting Ads: Remind families who visited your website about your school with social media ads.</li></ul> <figure class="wp-block-image"><img fetchpriority="high" decoding="async" width="1400" height="693" src="https://www.truthtree.com/wp-content/uploads/2024/05/image.png" alt="A screenshot of an ad campaign being built out in Google Ads. The screen reads "Create your first campaign" with "set custom budget" toggled on detailing an ad spend of $23 (USD) per day for a projected 1,793 weekly clicks, average cost per click (CPC) of $0.09, and weekly cost of $160.99. Adjusting the daily budget allows for setting the maximum spend within a particular timeframe for specific ad campaigns. Truth Tree knows schools. Truth Tree knows digital marketing. Truth Tree knows school marketing." class="wp-image-26193" srcset="https://www.truthtree.com/wp-content/uploads/2024/05/image.png 1400w, https://www.truthtree.com/wp-content/uploads/2024/05/image-300x149.png 300w, https://www.truthtree.com/wp-content/uploads/2024/05/image-1024x507.png 1024w, https://www.truthtree.com/wp-content/uploads/2024/05/image-768x380.png 768w" sizes="(max-width: 1400px) 100vw, 1400px" /></figure> <figure class="wp-block-image"><img decoding="async" width="1531" height="651" src="https://www.truthtree.com/wp-content/uploads/2024/05/image-1.png" alt="A screenshot of an ad campaign being built out in Google Ads. The screen reads "Create your first campaign" with "define who should see your ads" as the section header to the "keywords" section with a field for the URL Google Ads can scan for keywords. Truth Tree knows schools. Truth Tree knows digital marketing. Truth Tree knows school marketing." class="wp-image-26194" srcset="https://www.truthtree.com/wp-content/uploads/2024/05/image-1.png 1531w, https://www.truthtree.com/wp-content/uploads/2024/05/image-1-300x128.png 300w, https://www.truthtree.com/wp-content/uploads/2024/05/image-1-1024x435.png 1024w, https://www.truthtree.com/wp-content/uploads/2024/05/image-1-768x327.png 768w" sizes="(max-width: 1531px) 100vw, 1531px" /></figure> <p><strong>Remember, this ad spend is just an example of diversifying a budget.</strong> The best way to spend your budget depends on <em>your specific goals</em>. </p> <p><strong>Paid Strategies Suggestions:</strong></p> <p>Even if you don’t have that amount to spread out, a smaller budget on ads working in tandem with the free ideas above could have more impact than you think. Some things to keep in mind with paid advertising:</p> <ul><li><strong>Free Trials:</strong> Some paid marketing platforms offer free trials. Use them to test different strategies and see what works best for your school.</li> <li><strong>Start Small and Scale Up:</strong> Begin with a small paid campaign and track the results. As you see success, you can gradually increase your budget.</li> <li><a href="https://blog.hubspot.com/marketing/retargeting-campaigns-beginner-guide" target="_blank" rel="noreferrer noopener"><strong>Retargeting</strong></a><strong>:</strong> This lets you show ads to people who already visited your website, reminding them about your school and keeping you top-of-mind at the same time.</li></ul> <p><br><a href="https://www.thedrum.com/opinion/2020/09/25/what-s-the-difference-between-remarketing-and-retargeting" target="_blank" rel="noreferrer noopener">What’s the difference between retargeting and remarketing</a>? Click here to learn.</p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-7a42f73e7286e62f80d14fb775475ce8" id="h-the-takeaway-be-smart-be-bold" style="color:#008732"><strong>The Takeaway: Be Smart, Be Bold!</strong></h2> <p>Digital marketing doesn’t have to cost a fortune. In fact, the <a href="https://youtu.be/wctFMWUogWE?si=C8joqmrudf4JZKYs&t=2178" target="_blank" rel="noreferrer noopener">ad spend</a> for many of our school partners is lower than you think. The success of their campaigns lies within the efforts of our digital marketing experts who build out those campaigns. But with a clear focus, a little creativity, and consistent effort, you can reach more families and grow your school! </p> <p><strong>So, what are you waiting for? Start planning your digital marketing strategy today and watch your school shine.</strong></p> <p><strong>Bonus Tip:</strong> Make sure your website and social media pages are mobile-friendly. Most families use their phones to search online! Don’t post once and forget it! Regularly update your website and social media with fresh content to keep families engaged. </p> <p><strong>Be strategic, and level it up:</strong> You can track your results using the free analytics tools available on each platform, but you can streamline the evaluation and reporting with platforms like <a href="https://www.truthtree.com/enrollytics-digital-marketing-dashboard/" target="_blank" rel="noreferrer noopener">Enrollytics<img src="https://s.w.org/images/core/emoji/15.0.3/72x72/2122.png" alt="™" class="wp-smiley" style="height: 1em; max-height: 1em;" /></a> to measure your overall progress adjusting your strategy as needed.</p> <p><strong>Free assessment:</strong> Not sure where to start investing your school’s marketing dollars? Get instant results from our 8 question <a href="https://content.leadquizzes.com/lp/Vrgg1dzXjg" target="_blank" rel="noreferrer noopener">assessment</a> to see where your school should focus first.</p> <div class="wp-block-essential-blocks-infobox"><div class="eb-parent-wrapper eb-parent-eb-infobox-5c0ie "><div class="eb-infobox-5c0ie eb-infobox-wrapper"><div class="infobox-wrapper-inner"><div class="icon-img-wrapper"><div class="eb-icon number-or-icon"><i icon="fas fa-list-check" class="fas fa-list-check eb-infobox-icon-data-selector"></i></div></div><div class="contents-wrapper"><h2 class="title">Not Sure Where to Start?</h2><p class="description">Get instant results from our 8-question assessment to see where your school should focus first.</p><div class="eb-infobox-btn-wrapper"><a href="https://content.leadquizzes.com/lp/Vrgg1dzXjg" target="_blank" rel="noopener noreferrer" class="infobox-btn hvr-fade">Take Free Assessment</a></div></div></div></div></div></div><p>The post <a href="https://www.truthtree.com/school-marketing-on-a-budget/">Maximize Your School’s Digital Marketing on a Shoestring Budget</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> <item> <title>Keyword Research: A Step-by-Step Guide for Schools</title> <link>https://www.truthtree.com/keyword-research-a-step-by-step-guide-for-schools/</link> <dc:creator><![CDATA[missy]]></dc:creator> <pubDate>Thu, 18 Apr 2024 16:34:19 +0000</pubDate> <category><![CDATA[Advice]]></category> <category><![CDATA[digital advertising for schools]]></category> <category><![CDATA[digital marketing]]></category> <category><![CDATA[google ads]]></category> <category><![CDATA[private school marketing]]></category> <category><![CDATA[school marketing]]></category> <category><![CDATA[seo]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=26162</guid> <description><![CDATA[<p>Keyword research is a crucial SEO strategy for schools. This guide covers what they are, the different types, and when to apply particular keyword types to your website and ads.</p><p>The post <a href="https://www.truthtree.com/keyword-research-a-step-by-step-guide-for-schools/">Keyword Research: A Step-by-Step Guide for Schools</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[<p><em>By Maggie Twaroski, </em><a href="https://maggietwaroski.com/" target="_blank" rel="noreferrer noopener"><em>Truth Tree Contributor</em></a></p> <p>Every school wants to see their name appear at the top of a Google search. Whether it’s in the first three organic searches or the oh-so-desirable featured snippet, pushing your school website to the top can be both an exciting and frustrating task. Keyword research can take out some of the guesswork around better rankings by showing exactly which phrases your prospects are searching for, so you can incorporate those into your website and ad copy. </p> <p>The more intentional you are with keyword research, the better your chance of ranking higher than your competition. </p> <p>Let’s start with a quick keyword refresher.</p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-63b993d7ab2526b574a5b0dca581af7e" id="h-what-are-seo-keywords" style="color:#008732">What are SEO keywords?</h2> <p>Keywords are the words and phrases websites use to <a href="https://www.truthtree.com/top-5-search-engine-optimization-seo-tips-for-school-websites/" target="_blank" rel="noreferrer noopener">improve their SEO</a> and raise their search engine rankings. Google (or other search engines) use keywords to rank a website in both organic and sponsored search results. Incorporating the right keywords into your website and ad copy improves your SEO and increases SERP rankings. </p> <p>What does keyword research actually look like? Here’s a step-by-step guide to help get you started.</p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-0016fdd63947273f38bd9d5165ad9874" id="h-step-1-do-some-diy-research-or-choose-a-tool" style="color:#008732">Step 1: Do some DIY research, or choose a tool</h2> <p>Keyword research can be as simple as typing a search into Google and seeing what other suggestions come up in the dropdown. Or, take a look at the “people also ask” list to get an idea of other related keyphrases. Of course, this DIY research will only take you so far. If you’re looking for a detailed list of keywords and analytics, you’ll need a keyword research tool. There are <a href="https://backlinko.com/keyword-research-tools" target="_blank" rel="noreferrer noopener">tons of options</a> out there, both free and paid. Some come with extra bells and whistles, but all you <em>really </em>need is a comprehensive list of keyword ideas, along with basic analytics–search volume, keyword difficulty, and intent. </p> <p><strong>Search volume</strong>: How many people are searching for the keyword.<br><strong>Difficulty</strong>: How many other sites are also trying to rank for the keyword.<br><strong>Intent</strong>: What the searcher is trying to do</p> <p>Keyword research tools include other analytics, but for most schools, these three will be the most important. </p> <p>To see what this looks like in action, let’s pop the term “private schools in Houston” into the <a href="https://www.semrush.com/features/keyword-research-toolkit/" target="_blank" rel="noreferrer noopener">Semrush keyword research tool</a>. </p> <figure class="wp-block-image"><img decoding="async" width="1600" height="916" src="https://www.truthtree.com/wp-content/uploads/2024/04/image-1.png" alt="Truth Tree's guide to keyword research for schools includes a screenshot from the Semrush "keyword magic tool" to research the strength of "private schools in Houston" as a keyword. Truth Tree knows the value and best practices of school marketing. " class="wp-image-26165" srcset="https://www.truthtree.com/wp-content/uploads/2024/04/image-1.png 1600w, https://www.truthtree.com/wp-content/uploads/2024/04/image-1-300x172.png 300w, https://www.truthtree.com/wp-content/uploads/2024/04/image-1-1024x586.png 1024w, https://www.truthtree.com/wp-content/uploads/2024/04/image-1-768x440.png 768w, https://www.truthtree.com/wp-content/uploads/2024/04/image-1-1536x879.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure> <p><strong>Intent: </strong>You’ll notice that these are all commercial keywords (“C” intent), which means searchers of this term are beyond the information-gathering phase and are ready to take action, or at least compare their options (more on that later). </p> <p><strong>Search volume: </strong>This phrase has a significantly higher search volume than all other related phrases, which means it’s the most popular search term people are using to find private schools in Houston. </p> <p><strong>Difficulty: </strong>As search volume increases, so does keyword difficulty. “Private schools in Houston” has a significantly higher search volume than the other related phrases, but is also the most competitive, according to the keyword difficulty score (KD%). </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-d6d68ec94c83e08d7a55bdfc744ebc4f" id="h-step-2-choose-your-keyword-types" style="color:#008732">Step 2: Choose your keyword types</h2> <p>For a balanced SEO strategy, you’ll want to try ranking for a mix of short, long, and local keywords. Here’s what you need to know about each one:</p> <h3 class="wp-block-heading has-text-color has-link-color wp-elements-8999d9eb35a52ce5d026f8f2eaadadd4" id="h-short-tail-keywords" style="color:#008732">Short-tail keywords</h3> <p>Though some short-tail keywords can be as short as one word, most are two or three-word phrases like “catholic education” or “Chicago STEM schools.” These phrases typically cover a broad topic, have a high search volume, and are competitive.</p> <h3 class="wp-block-heading has-text-color has-link-color wp-elements-24a7d7015e25951c70142623ebf34084" id="h-long-tail-keywords" style="color:#008732">Long-tail keywords</h3> <p>With the growing popularity of <a href="https://www.truthtree.com/schools-using-voice-search-for-seo-and-ads/" target="_blank" rel="noreferrer noopener">voice search</a> and the continued advances in <a href="https://www.truthtree.com/googles-sge-impact-on-schools/" target="_blank" rel="noreferrer noopener">AI impacting online searches</a>, more SEO experts are recommending businesses focus on longer, more specific keywords. These detailed phrases are typically 3-6 words long, and are often conversational. Think “how much does Catholic school cost?” or “pros and cons of boarding school.” </p> <p>When choosing which long-tail keywords to target, keep your prospective parents in mind. What kind of questions are they asking? </p> <div class="wp-block-essential-blocks-testimonial"><div class="eb-parent-wrapper eb-parent-eb-testimonial-j76y4 "><div class="eb-testimonial-wrapper eb-testimonial-j76y4 layout-preset-1" data-id="eb-testimonial-j76y4"><div class="eb-testimonial-container"><div class="eb-avatar-container avatar-inline "><div class="image-container"><div class="eb-avatar-style"></div></div><div class="eb-userinfo-container"><p class="eb-testimonial-username"><em><a href="https://www.linkedin.com/in/laelkittle/" target="_blank" rel="noreferrer noopener">Lael Kittle</a></em></p><p class="eb-testimonial-company"><em>Lead SEO Specialist at Truth Tree</em></p></div></div><div class="eb-description-container"><div class="eb-testimonial-quote-style"><svg xmlns="http://www.w3.org/2000/svg" width="123.961" height="123.961" x="0" y="0" enable-background="new 0 0 123.961 123.961" version="1.1" viewBox="0 0 123.961 123.961" xml:space="preserve"><path d="M49.8 29.032c3.1-1.3 4.4-5 3-8l-4.9-10.3c-1.4-2.899-4.8-4.2-7.8-2.899-8.5 3.6-15.8 8.3-21.6 14C11.4 28.532 6.6 36.232 4 44.732c-2.6 8.601-4 20.3-4 35.2v30.7c0 3.3 2.7 6 6 6h39.3c3.3 0 6-2.7 6-6v-39.3c0-3.301-2.7-6-6-6H26.5c.2-10.101 2.6-18.2 7-24.301 3.6-4.898 9-8.898 16.3-11.999zM120.4 29.032c3.1-1.3 4.399-5 3-8l-4.9-10.199c-1.4-2.9-4.8-4.2-7.8-2.9-8.4 3.6-15.601 8.3-21.5 13.9-7.101 6.8-12 14.5-14.601 23-2.6 8.399-3.899 20.1-3.899 35.1v30.7c0 3.3 2.7 6 6 6H116c3.3 0 6-2.7 6-6v-39.3c0-3.301-2.7-6-6-6H97.1c.2-10.101 2.601-18.2 7-24.301 3.6-4.899 9-8.899 16.3-12z"></path></svg></div><p class="eb-testimonial-description"><em>Don’t think how a head of school or marketing would think. Think about how parents new to your area would search vocally if they were using speech-to-text on their phone.</em></p></div></div></div></div></div> <h3 class="wp-block-heading has-text-color has-link-color wp-elements-2432260f75f9d79f08a299f63eea6657" id="h-local-keywords-nbsp" style="color:#008732">Local keywords </h3> <p><a href="https://www.higher-education-marketing.com/blog/improve-local-seo-student-recruitment" target="_blank" rel="noreferrer noopener">Local keywords</a> incorporate a location into the phrase, (e.g. “private schools in Dallas, TX”). These keywords are particularly applicable for schools, since they serve a specific geographic area. Your most qualified leads aren’t looking for <em>any </em>school <em>anywhere, </em>they’re looking for schools in a specific area. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-d86acb8cfa9a408e4471681db5b7ee9b" id="h-step-3-identify-keyword-search-intent" style="color:#008732">Step 3: Identify keyword (search) intent</h2> <p>Effective keywords that result in higher SEO rankings ultimately boil down to relevancy. Google is looking for keywords that match what users are searching for–not just the words themselves, but the <em>intent </em>behind them. This is where some schools can fall short and decrease their ranking potential. </p> <div class="wp-block-essential-blocks-testimonial"><div class="eb-parent-wrapper eb-parent-eb-testimonial-2gwxi "><div class="eb-testimonial-wrapper eb-testimonial-2gwxi layout-preset-1" data-id="eb-testimonial-2gwxi"><div class="eb-testimonial-container"><div class="eb-avatar-container avatar-inline "><div class="image-container"><div class="eb-avatar-style"></div></div><div class="eb-userinfo-container"><p class="eb-testimonial-username"><em><a href="https://www.linkedin.com/in/lizzweigle/" target="_blank" rel="noreferrer noopener">Liz Zweigle</a></em></p><p class="eb-testimonial-company"><em>Chief Operating Officer at Truth Tree</em></p></div></div><div class="eb-description-container"><div class="eb-testimonial-quote-style"><svg xmlns="http://www.w3.org/2000/svg" width="123.961" height="123.961" x="0" y="0" enable-background="new 0 0 123.961 123.961" version="1.1" viewBox="0 0 123.961 123.961" xml:space="preserve"><path d="M49.8 29.032c3.1-1.3 4.4-5 3-8l-4.9-10.3c-1.4-2.899-4.8-4.2-7.8-2.899-8.5 3.6-15.8 8.3-21.6 14C11.4 28.532 6.6 36.232 4 44.732c-2.6 8.601-4 20.3-4 35.2v30.7c0 3.3 2.7 6 6 6h39.3c3.3 0 6-2.7 6-6v-39.3c0-3.301-2.7-6-6-6H26.5c.2-10.101 2.6-18.2 7-24.301 3.6-4.898 9-8.898 16.3-11.999zM120.4 29.032c3.1-1.3 4.399-5 3-8l-4.9-10.199c-1.4-2.9-4.8-4.2-7.8-2.9-8.4 3.6-15.601 8.3-21.5 13.9-7.101 6.8-12 14.5-14.601 23-2.6 8.399-3.899 20.1-3.899 35.1v30.7c0 3.3 2.7 6 6 6H116c3.3 0 6-2.7 6-6v-39.3c0-3.301-2.7-6-6-6H97.1c.2-10.101 2.601-18.2 7-24.301 3.6-4.899 9-8.899 16.3-12z"></path></svg></div><p class="eb-testimonial-description"><em>It’s always surprising to me that schools are not ranking at all for keywords that parents are actively using to find a school. There are a lot of missed opportunities for brand visibility when it comes to schools, SEO, and being ‘discovered’ online.</em></p></div></div></div></div></div> <p>Many of those “missed opportunities” can be found right on your school’s website. The key is to identify search intent and target your keywords in the right places. Marketers can break down search intent into <a href="https://www.semrush.com/blog/keyword-intent/?kw=&cmp=US_SRCH_DSA_Blog_EN&label=dsa_pagefeed&Network=g&Device=c&utm_content=671195364134&kwid=dsa-2185834090016&cmpid=18348486859&agpid=156019556282&BU=Core&extid=102931618804&adpos=&gad_source=1&gclid=Cj0KCQjw-r-vBhC-ARIsAGgUO2DVSeVvlmO0V01Iil1pXNOHNNWtqZJpZQm7inqbQ32l1XdpQpv21bcaAsDYEALw_wcB#4--transactional-keyword-intent" target="_blank" rel="noreferrer noopener">four categories</a>:</p> <p></p> <p class="has-text-color has-link-color wp-elements-d1cabe0677537786518acdd82c142ad9" style="color:#008732"><strong>Navigational</strong></p> <p>This is for the user who knows exactly what they’re looking for–they’re already familiar with your school, and they’re looking for a specific page. E.g. “Truth Tree Academy Calendar.” </p> <p><strong>Where to use navigational keywords: </strong></p> <ul><li>Home page</li> <li>Contact page</li> <li>Calendar </li> <li>Other primary web pages</li></ul> <p></p> <p class="has-text-color has-link-color wp-elements-c9817ce2443b5a9a3a70448190b0e866" style="color:#008732"><strong>Informational</strong></p> <p>Informational keywords should be targeted towards users who are just starting to gather insights on an educational topic or niche. E.g. “How much does catholic school cost?” or “Benefits of Montessori education.”</p> <p><strong>Where to use informational keywords:</strong> </p> <ul><li>Financial aid pages</li> <li>About page</li> <li>Blog </li> <li>Other sources of informational, <a href="https://www.forbes.com/sites/theyec/2021/08/27/your-guide-to-creating-evergreen-content/?sh=925a573372ac" target="_blank" rel="noreferrer noopener">evergreen content</a></li></ul> <p></p> <p class="has-text-color has-link-color wp-elements-292758d90cfefc7fe723b0288d847e78" style="color:#008732"><strong>Commercial</strong></p> <p>For those still needing some persuasion before taking action, commercial keywords are designed to help users compare and contrast options. E.g. “Best Catholic schools in Chicago,” “Catholic school testimonials,” or “Truth Tree Academy reviews.” </p> <p><strong>Where to use commercial keywords:</strong></p> <ul><li>Landing pages</li> <li>Testimonials page </li></ul> <p></p> <p class="has-text-color has-link-color wp-elements-79c74ee746dd657a798232c171e44cbc" style="color:#008732"><strong>Transactional</strong></p> <p>Transactional keywords are targeted towards the person ready to take action (contact admissions, sign up for a webinar, attend an open house, etc.). They may search for “catholic schools near me,” or “Truth Tree Academy admissions.” </p> <p><strong>Where to use transactional keywords: </strong></p> <ul><li>Landing pages</li> <li>Admissions page </li> <li>Contact page</li></ul> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-bdf8616c4e59e75bb6a7181fb669bdb7" id="h-step-4-apply-keywords-to-web-content-and-advertisements" style="color:#008732">Step 4: Apply keywords to web content and advertisements</h2> <p>There are two main places where SEO keywords belong: your school’s website, and your advertisements. These are the two places most likely to convert leads, and what Google is going to be looking at when ranking pages. We’ve already discussed where you can incorporate keywords on your website (see step 3), so now let’s unpack ad keywords.</p> <p class="has-text-color has-link-color wp-elements-28c1946e82f0b91b730bb6df71195c96" style="color:#008732"><strong>PPC keyword research</strong></p> <p>Keyword research isn’t just for SEO content and organic traffic, it’s for your PPC ads too. In fact, you might say that the stakes are higher for PPC keyword research, since your <a href="https://www.truthtree.com/how-to-decrease-your-schools-ad-spend/" target="_blank" rel="noreferrer noopener">ad spend</a> and conversions are largely dependent on which keywords you choose. </p> <p>When bidding on keywords for your PPC ads, search intent matters. You want to bid on high-intent keywords (the phrases that are most likely to result in conversions). Commercial and transactional keywords are typically your best bet, since these are the phrases people use when they’re ready to take action.</p> <p>For example, the keyword “best private schools in Nashville” would be a better choice than “pros and cons of private school education.” The former is a transactional keyword searched by someone actively looking for schools, while the latter is an informational search for someone simply looking for a helpful blog post. Bidding on an informational keyword isn’t necessarily wrong, but you’ll get a more immediate ROI from transactional and commercial keywords.</p> <p>If you’re curious about the potential repercussions of poor keyword research in your PPC ads, check out <a href="https://www.boostability.com/content/ppc-vs-seo-keyword-research-whats-the-difference" target="_blank" rel="noreferrer noopener">this</a> cautionary tale about a translation business that lost $150,000 by choosing the wrong keyword to bid on. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-4088a4e900f5a26855b624daa33bcc3b" id="h-frequently-asked-questions" style="color:#008732">Frequently-asked questions</h2> <p>Still have questions about keyword research? It’d be weird if you didn’t! Keyword research (and SEO in general) is a tricky business, and there are certainly nuances to consider. Here are some questions you might be asking:</p> <p class="has-text-color has-link-color wp-elements-55119bca5aea413198c94ba1fc8931db" style="color:#008732"><strong>How can I improve keyword rankings?</strong></p> <p>First and foremost, make sure you’re carefully choosing keywords that are most relevant to your school’s offerings and on-page content. Then, try some of these tips: </p> <ul><li>Incorporate keywords into your title tag, meta descriptions, tags, and alt text </li> <li>Run a <a href="https://www.semrush.com/blog/keyword-gap-analysis/" target="_blank" rel="noreferrer noopener">keyword gap analysis</a></li> <li>Make sure your content is <a href="https://searchengineland.com/content-readability-426971" target="_blank" rel="noreferrer noopener">readable</a></li> <li>Align your content with keyword intent</li> <li>Acquire backlinks</li></ul> <p class="has-text-color has-link-color wp-elements-33e8bd3a54f30e0d0d367f2527de0101" style="color:#008732"><strong>Is it better to target low-volume or high-volume keywords?</strong></p> <p>While both have their advantages, ranking for low-volume keywords is generally more attainable than high-volume keywords, since they are less competitive. That said, ranking for high-volume keywords <em>is </em>possible if you <a href="https://moz.com/blog/case-study-ranking-high-volume-keyword" target="_blank" rel="noreferrer noopener">optimize your content</a>. </p> <p class="has-text-color has-link-color wp-elements-17337cfcec52b6160ae2f65dd601eb59" style="color:#008732"><strong>What are the best keyword research tools?</strong></p> <p>It depends on what your SEO priorities are and how much you’re willing to spend. Some keyword research tools like <a href="https://www.wordstream.com/keywords" target="_blank" rel="noreferrer noopener">Wordstream</a> are free, but most adopt a “freemium” option, where you have a limited number of free searches or analytics. If you want more, you’ll have to upgrade to a plan. <a href="https://www.semrush.com/" target="_blank" rel="noreferrer noopener">Semrush</a> and <a href="https://ahrefs.com/keywords-explorer" target="_blank" rel="noreferrer noopener">Ahrefs</a> are two of the most well-known keyword research tools, and offer limited free searches and analytics, as well as numerous upgrade options. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-4fdd56f0fcf405bad13e6d4cd3672678" id="h-let-keyword-research-guide-your-seo" style="color:#008732">Let keyword research guide your SEO</h2> <p>At the heart of every solid SEO strategy is comprehensive keyword research. Whether you’re looking to optimize your on-page SEO with relevant keywords, or you want to increase your ad ROI, keyword research will help you identify which terms are worth pursuing. With the right digital tool and some easy DIY research, your school can start to climb the SERP ladder and gain visibility with your audience. </p> <div class="wp-block-essential-blocks-infobox"><div class="eb-parent-wrapper eb-parent-eb-infobox-4h8y2 "><div class="eb-infobox-4h8y2 eb-infobox-wrapper"><div class="infobox-wrapper-inner"><div class="icon-img-wrapper"><div class="eb-icon number-or-icon"><i icon="fas fa-key" class="fas fa-key eb-infobox-icon-data-selector"></i></div></div><div class="contents-wrapper"><h2 class="title">Want an elevated digital reach with minimal keyword research on your part?</h2><p class="description">We work with schools every day who prefer to focus on in-person tours, events, and retention efforts. Join them, and leave the ad campaigns and optimization to us.</p><div class="eb-infobox-btn-wrapper"><a href="https://lizdiscovery.youcanbook.me" target="_blank" rel="noopener noreferrer" class="infobox-btn hvr-fade">Tell Me More</a></div></div></div></div></div></div><p>The post <a href="https://www.truthtree.com/keyword-research-a-step-by-step-guide-for-schools/">Keyword Research: A Step-by-Step Guide for Schools</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> <item> <title>How to Modernize Your School’s Word-of-Mouth Marketing Strategy</title> <link>https://www.truthtree.com/your-schools-word-of-mouth-marketing-strategy/</link> <dc:creator><![CDATA[missy]]></dc:creator> <pubDate>Wed, 10 Apr 2024 17:19:09 +0000</pubDate> <category><![CDATA[Advice]]></category> <category><![CDATA[digital marketing]]></category> <category><![CDATA[enrollment management]]></category> <category><![CDATA[private school marketing]]></category> <category><![CDATA[school marketing]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=26151</guid> <description><![CDATA[<p>Word-of-mouth marketing for schools is changing. Online reviews are becoming more important as gen z and millennial parents rely on them heavily. To keep up, schools should encourage reviews, partner with influencers, and leverage social media to build trust and attract new families.</p><p>The post <a href="https://www.truthtree.com/your-schools-word-of-mouth-marketing-strategy/">How to Modernize Your School’s Word-of-Mouth Marketing Strategy</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[<p><em>By Maggie Twaroski, </em><a href="https://maggietwaroski.com/" target="_blank" rel="noreferrer noopener"><em>Truth Tree Contributor</em></a></p> <p>Word-of-mouth (WOM) marketing has always been, and continues to be, a huge contributor to school enrollment. This is no surprise…if WOM marketing is applicable to something as simple as buying a new vacuum, imagine how important it is for families choosing a new school. The stakes are significantly higher than most consumer products, and parents want reassurance from others that your school is worth their investment. </p> <p>For years, WOM marketing has been pretty straightforward. Families who loved your school would hype it up to their peers in water cooler chats or at a soccer game, and those conversations would eventually get new families in your school’s door. While some of that still exists today, WOM marketing looks different than it did ten years ago. In order to maintain enrollment numbers, it’s important for schools to <a href="https://www.youtube.com/watch?v=nmLAFT7b5yM" target="_blank" rel="noreferrer noopener">modernize their WOM marketing</a> to accommodate a new generation of tech-driven constituents. </p> <div class="wp-block-essential-blocks-testimonial"><div class="eb-parent-wrapper eb-parent-eb-testimonial-cg8o5 "><div class="eb-testimonial-wrapper eb-testimonial-cg8o5 layout-preset-1" data-id="eb-testimonial-cg8o5"><div class="eb-testimonial-container"><div class="eb-avatar-container avatar-inline "><div class="image-container"><div class="eb-avatar-style"></div></div><div class="eb-userinfo-container"><p class="eb-testimonial-username"><a href="https://www.linkedin.com/in/anastasia-chichinadze/" target="_blank" rel="noreferrer noopener">Anastasia Chichinadze</a></p><p class="eb-testimonial-company"><em>Director of Technology and Innovation</em> at Truth Tree</p></div></div><div class="eb-description-container"><div class="eb-testimonial-quote-style"><svg xmlns="http://www.w3.org/2000/svg" width="123.961" height="123.961" x="0" y="0" enable-background="new 0 0 123.961 123.961" version="1.1" viewBox="0 0 123.961 123.961" xml:space="preserve"><path d="M49.8 29.032c3.1-1.3 4.4-5 3-8l-4.9-10.3c-1.4-2.899-4.8-4.2-7.8-2.899-8.5 3.6-15.8 8.3-21.6 14C11.4 28.532 6.6 36.232 4 44.732c-2.6 8.601-4 20.3-4 35.2v30.7c0 3.3 2.7 6 6 6h39.3c3.3 0 6-2.7 6-6v-39.3c0-3.301-2.7-6-6-6H26.5c.2-10.101 2.6-18.2 7-24.301 3.6-4.898 9-8.898 16.3-11.999zM120.4 29.032c3.1-1.3 4.399-5 3-8l-4.9-10.199c-1.4-2.9-4.8-4.2-7.8-2.9-8.4 3.6-15.601 8.3-21.5 13.9-7.101 6.8-12 14.5-14.601 23-2.6 8.399-3.899 20.1-3.899 35.1v30.7c0 3.3 2.7 6 6 6H116c3.3 0 6-2.7 6-6v-39.3c0-3.301-2.7-6-6-6H97.1c.2-10.101 2.601-18.2 7-24.301 3.6-4.899 9-8.899 16.3-12z"></path></svg></div><p class="eb-testimonial-description">As the reliance of millennial and Gen Z parents on online reviews increases, it might surpass the impact of traditional word-of-mouth referrals.</p></div></div></div></div></div> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-1adf97c56122c828a1cac8474cd35b49" id="h-why-has-word-of-mouth-marketing-changed" style="color:#008732">Why has word-of-mouth marketing changed?</h2> <p>Millennials and younger generations look to online reviews for just about everything, and schools are no exception. This is largely due to the rise in consumer products and the sheer number of options people must sort through on a daily basis. Online reviews provide the <a href="https://www.truthtree.com/social-proof-digital-ad-strategy-for-independent-schools/" target="_blank" rel="noreferrer noopener">social proof</a> needed to narrow down a large pool of options into a smaller list of contenders. Similarly, influencer marketing provides social proof from voices your audience trusts. </p> <p>Artificial intelligence has also changed the way WOM marketing works (is there anything AI <em>hasn’t </em>changed?). Now, search engines can automatically produce an AI-generated response to a user’s query, drawing information and reviews from top SERP content. Instead of digging through multiple web pages to find reviews, users can see them front and center in their results page. What does this mean for you? Simply, your prospects are going to expect reviews on your school, so it’s important that you have them. </p> <p>In this snippet from <a href="https://www.truthtree.com/googles-sge-impact-on-schools/" target="_blank" rel="noreferrer noopener">SGE</a> (Google’s AI generator), I can see that Great Oaks Academy is well-run, dedicated to student success and has good academic performance, but may have some achievement gaps, according to parent feedback. </p> <figure class="wp-block-image"><img loading="lazy" decoding="async" width="1232" height="1050" src="https://www.truthtree.com/wp-content/uploads/2024/04/image.png" alt="A black background with white text screenshot of an Google's SGE (Search Generated Experience powered by AI) delivering facts and reviews about a school called Great Oaks Academy. Parent reviews on your website or google allow for AI to deliver a summary of the overall vibe of your school to searching parents. " class="wp-image-26155" srcset="https://www.truthtree.com/wp-content/uploads/2024/04/image.png 1232w, https://www.truthtree.com/wp-content/uploads/2024/04/image-300x256.png 300w, https://www.truthtree.com/wp-content/uploads/2024/04/image-1024x873.png 1024w, https://www.truthtree.com/wp-content/uploads/2024/04/image-768x655.png 768w" sizes="(max-width: 1232px) 100vw, 1232px" /></figure> <p></p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-76c0b70a49bec2fed10a7a512a024e57" id="h-word-of-mouth-marketing-the-right-way" style="color:#008732">Word-of-mouth marketing the right way</h2> <p>Modernizing your WOM marketing strategy doesn’t have to be complicated. Chances are, you’re already familiar with some of these digital WOM techniques. You may just need to take it up a notch by asking for reviews, promoting a new referral program, or tapping into influencer and social media marketing. Let’s unpack each one of these: </p> <h3 class="wp-block-heading has-text-color has-link-color has-medium-font-size wp-elements-28c763fae7b46c053ac431610fd860a7" id="h-reviews" style="color:#008732"><strong>Reviews</strong></h3> <p><a href="https://www.linkedin.com/in/anastasia-chichinadze/" target="_blank" rel="noreferrer noopener">Anastasia Chichinadze</a>, <em>Director of Technology and Innovation</em> at Truth Tree <a href="https://www.truthtree.com/school-marketing-predictions-for-2024/" target="_blank" rel="noreferrer noopener">predicts</a> the rising importance of <a href="https://www.truthtree.com/private-school-reviews-to-increase-enrollment/" target="_blank" rel="noreferrer noopener">online reviews</a> in 2024: “As the reliance of millennial and Gen Z parents on online reviews increases, it might surpass the impact of traditional word-of-mouth referrals. Some of the easiest and most cost-efficient strategies for schools to capitalize on online reviews are using student and parent testimonials in paid ads (assuming they’re already doing PPC) and showing testimonial widgets on most-visited web pages.”</p> <p>In addition to paid ads and web pages, you can ask for testimonials directly over email (or other communication channels), and on social media. Make the process easy with a short, accessible online form, or ask them to submit a review on your school’s Google page. Requests like these can produce a <a href="https://www.brightlocal.com/research/local-consumer-review-survey/" target="_blank" rel="noreferrer noopener">65% response rate</a>, research shows. Make sure you respond to all reviews if possible, thanking them for positive feedback and responding constructively to any negative ones. </p> <h3 class="wp-block-heading has-text-color has-link-color has-medium-font-size wp-elements-3908dbdf8df4a2a4e87f1c3cc5348826" id="h-influencer-marketing" style="color:#008732"><strong>Influencer marketing</strong></h3> <p>Influencers can be a big support to your WOM marketing. Not only can they reach a wide base of qualified leads, they’re also able to build trust in your school and ultimately get more people in the door. If you haven’t partnered with influencers yet, be sure to check out our guide on <a href="https://www.truthtree.com/influencer-marketing-for-independent-schools/" target="_blank" rel="noreferrer noopener">influencer marketing</a> to help you get started. </p> <h3 class="wp-block-heading has-text-color has-link-color has-medium-font-size wp-elements-cf245c79e88db4c1fd7df7c729ecff83" id="h-referral-programs" style="color:#008732"><strong>Referral programs</strong></h3> <p>Referral programs are a simple, tried and true way of gaining qualified leads. Incentivize parents and students to recommend your school in exchange for some type of benefit–tuition discounts, vacation days, cash prizes, etc. Make it easy for people to participate, and keep your results organized with <a href="https://www.growthmarketingpro.com/referral-program-software/" target="_blank" rel="noreferrer noopener">referral program software</a> (there’s tons of great options out there). Promote the program on your website, social channels, and your communication platforms to get as many people on board as possible. </p> <h3 class="wp-block-heading has-text-color has-link-color has-medium-font-size wp-elements-8f0dd32605e795198d8a431d34acf2e0" id="h-social-media-marketing" style="color:#008732"><strong>Social media marketing</strong></h3> <p>With more families using social media for recommendations and referrals, schools should use their social media to facilitate WOM marketing. To do this, you’ll want to focus on meaningful connections with your audience. Post interactive content to get people talking. Feature user-generated content. Ask people questions. Respond to their comments. You get the idea. It’s this type of conversation and feedback that will increase your WOM referrals and build trust with your audience. </p> <p>Curious what this looks like in action? Let’s look at <a href="https://www.stab.org/" target="_blank" rel="noreferrer noopener">St. Anne’s-Belfield</a>, a boarding and day school in Charlottesville. In an <a href="https://www.instagram.com/reel/C3a4W7aOLbT/" target="_blank" rel="noreferrer noopener">Instagram reel</a> featuring a Q&A with preschool students, comments rolled in from proud parents expressing their support for Ms. Vlatka, a preschool teacher. This heartwarming content was undoubtedly shared in parents’ personal accounts, thus creating referrals and bringing St. Anne’s brand into a larger network. Plus, all the comments provided social proof for prospects. </p> <h3 class="wp-block-heading has-text-color has-link-color has-medium-font-size wp-elements-e4c4193cb25d8bae40ed2a8ac2f5e97f" id="h-more-social-proof-campaign-ideas" style="color:#008732"><strong>More social proof campaign ideas</strong></h3> <p>In addition to the long-term strategies above, you can start building social proof right now with a few easy, fun social media campaigns. Here are some ideas:</p> <div class="wp-block-media-text is-stacked-on-mobile" style="grid-template-columns:56% auto"><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="570" height="792" src="https://www.truthtree.com/wp-content/uploads/2024/04/Mondernizing-word-of-mouth-marketing-strategy-1.png" alt="A screenshot of a social media post of a faculty spotlight with 30 comments, 4 shares, and 73 likes. This engagement is a prime example of digital word-of-mouth marketing. Publishing content that garners engagement from current and alumni families showcases a strong school community that many prospective families desire." class="wp-image-26153 size-full" srcset="https://www.truthtree.com/wp-content/uploads/2024/04/Mondernizing-word-of-mouth-marketing-strategy-1.png 570w, https://www.truthtree.com/wp-content/uploads/2024/04/Mondernizing-word-of-mouth-marketing-strategy-1-216x300.png 216w" sizes="(max-width: 570px) 100vw, 570px" /></figure><div class="wp-block-media-text__content"><ul><li><strong>Faculty spotlight: </strong>Garner engagement from current families and alumni by highlighting faculty members on social media during Faculty Appreciation Week.</li> <li><strong>Celebrate graduates:</strong> Highlight the accomplishments and plans of your graduates to engage proud parents, teachers, and alumni.</li> <li><strong>“Who remembers?”: </strong>Invite current families, teachers, and alumni to share their memories of historical aspects of your school. Post questions about favorite teacher moments, school developments, big athletic wins, classroom antedcodes, etc.</li></ul></div></div> <p></p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-9c04df167feed2293a3b213f077b5efb" id="h-kick-your-word-of-mouth-marketing-up-a-notch" style="color:#008732">Kick your word-of-mouth marketing up a notch</h2> <p>Sometimes, all it takes is a few small changes to increase your WOM referrals. You’re already active on social media, why not amp up your engagement and share more user-generated content? If you already have a referral program, why not promote it more? Consider partnering with an influencer, and asking for reviews in your paid ads, on your website, and other social media and communication channels. Then watch the new referrals come in! </p> <div class="wp-block-essential-blocks-infobox"><div class="eb-parent-wrapper eb-parent-eb-infobox-feg1f "><div class="eb-infobox-feg1f eb-infobox-wrapper"><div class="infobox-wrapper-inner"><div class="icon-img-wrapper"><div class="eb-icon number-or-icon"><i icon="fas fa-magnifying-glass-chart" class="fas fa-magnifying-glass-chart eb-infobox-icon-data-selector"></i></div></div><div class="contents-wrapper"><h2 class="title">Let’s Talk Ad Strategy</h2><p class="description">Do you have a handle on traditional and digital Word-of-Mouth but need to up your ad strategy? <br><br>Reach out to our team to talk through the different ways to leverage your ad spend.</p><div class="eb-infobox-btn-wrapper"><a href="" target="_self" rel="noopener noreferrer" class="infobox-btn hvr-fade">Let’s Talk Strategy</a></div></div></div></div></div></div><p>The post <a href="https://www.truthtree.com/your-schools-word-of-mouth-marketing-strategy/">How to Modernize Your School’s Word-of-Mouth Marketing Strategy</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> <item> <title>Are You Missing Out on Higher Enrollment In Preschool?</title> <link>https://www.truthtree.com/preschool-enrollment-tip/</link> <dc:creator><![CDATA[missy]]></dc:creator> <pubDate>Fri, 29 Mar 2024 20:31:46 +0000</pubDate> <category><![CDATA[Advice]]></category> <category><![CDATA[digital marketing]]></category> <category><![CDATA[enrollment management]]></category> <category><![CDATA[private school marketing]]></category> <category><![CDATA[school marketing]]></category> <category><![CDATA[seo]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=26091</guid> <description><![CDATA[<p>The starting age varies from school to school. Even if a school has a preschool, does that mean it starts at age 3 or 4? Or is it age 2? A survey confirmed the confusion and need for clear, concise website wording. This can help schools show up in the search process raising their chances of being candidates for consideration.</p><p>The post <a href="https://www.truthtree.com/preschool-enrollment-tip/">Are You Missing Out on Higher Enrollment In Preschool?</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[ <div data-elementor-type="wp-post" data-elementor-id="26091" class="elementor elementor-26091" data-elementor-post-type="post"> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-423f3c06 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="423f3c06" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-20845b8c" data-id="20845b8c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-44d30a8b elementor-widget elementor-widget-text-editor" data-id="44d30a8b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.21.0 - 08-05-2024 */.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}</style> <p><!-- wp:paragraph --></p><p>By <a href="https://www.linkedin.com/in/trevor-waddington/" target="_blank" rel="noreferrer noopener"><strong>Trevor Waddington</strong></a>, <em>Principal</em>, <a href="https://www.truthtree.com/enrollment-marketing-enrollment-marketing-plan-enrollment-marketingservices/" target="_blank" rel="noreferrer noopener">Truth Tree</a></p><p><!-- /wp:paragraph --><!-- wp:spacer {"height":"25px"} --></p><div class="wp-block-spacer" style="height: 25px;" aria-hidden="true"> </div><p><!-- /wp:spacer --><!-- wp:paragraph --></p><p><strong>Your takeaway:</strong> Ensure that prospective parents know the earliest age you serve.</p><p><!-- /wp:paragraph --><!-- wp:paragraph --></p><p><strong>Why it’s critical: </strong>If even one parent of a rising 2-year-old assumes your school begins at age three, you could miss out on hundreds of thousands of dollars in tuition revenue.</p><p><!-- /wp:paragraph --><!-- wp:paragraph --></p><p>Preschool, kindergarten, and ninth grade are the most popular entry points at independent schools in the United States. </p><p><!-- /wp:paragraph --><!-- wp:paragraph --></p><p>When someone says kindergarten or high school, there’s little confusion about the referenced age and grade. Children who turn five are eligible for kindergarten, and the start of high school is grade nine.*</p><p><!-- /wp:paragraph --><!-- wp:paragraph --></p><p>And then there’s preschool. Or is it prekindergarten? Nursery school? Early childhood center? No, wait, transitional kindergarten?</p><p><!-- /wp:paragraph --><!-- wp:paragraph --></p><p>Preschool is the catch-all term for the naming variations of formal education geared to children under five. </p><p><!-- /wp:paragraph --><!-- wp:paragraph --></p><p>But <em>who</em> attends preschool? #HowOldIsTooYoung</p><p><!-- /wp:paragraph --><!-- wp:spacer {"height":"30px"} --></p><div class="wp-block-spacer" style="height: 30px;" aria-hidden="true"> </div><p><!-- /wp:spacer --><!-- wp:image {"id":26093,"sizeSlug":"large","linkDestination":"none","className":"is-style-rounded"} --></p><figure class="wp-block-image size-large is-style-rounded"><img loading="lazy" decoding="async" width="1024" height="256" class="wp-image-26093" src="https://www.truthtree.com/wp-content/uploads/2024/03/preschool-kids-playing-blog-post2-truth-tree-knows-school-marketing-1024x256.png" alt="Five preschool-aged students are being picked up or dropped off by their parents in a school hallway." srcset="https://www.truthtree.com/wp-content/uploads/2024/03/preschool-kids-playing-blog-post2-truth-tree-knows-school-marketing-1024x256.png 1024w, https://www.truthtree.com/wp-content/uploads/2024/03/preschool-kids-playing-blog-post2-truth-tree-knows-school-marketing-300x75.png 300w, https://www.truthtree.com/wp-content/uploads/2024/03/preschool-kids-playing-blog-post2-truth-tree-knows-school-marketing-768x192.png 768w, https://www.truthtree.com/wp-content/uploads/2024/03/preschool-kids-playing-blog-post2-truth-tree-knows-school-marketing-1536x384.png 1536w, https://www.truthtree.com/wp-content/uploads/2024/03/preschool-kids-playing-blog-post2-truth-tree-knows-school-marketing.png 1584w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure><p><!-- /wp:image --><!-- wp:spacer {"height":"30px"} --></p><div class="wp-block-spacer" style="height: 30px;" aria-hidden="true"> </div><p><!-- /wp:spacer --><!-- wp:paragraph --></p><p>To find out, I posted a poll on <a href="https://www.linkedin.com/in/trevor-waddington/" target="_blank" rel="noreferrer noopener">LinkedIn</a> and Facebook and asked: <strong><em>In your mind, at what age does preschool start?</em></strong></p><p><!-- /wp:paragraph --><!-- wp:paragraph --></p><p>I was excited to get 91 responses, and here are their responses.</p><p><!-- /wp:paragraph --><!-- wp:list --></p><ul><li style="list-style-type: none;"><ul><!-- wp:list-item --></ul></li></ul><ul><li style="list-style-type: none;"><ul><li>Age 2: 15%</li></ul></li></ul><p><!-- /wp:list-item --><!-- wp:list-item --></p><ul><li style="list-style-type: none;"><ul><li>Age 3: 71%</li></ul></li></ul><p><!-- /wp:list-item --><!-- wp:list-item --></p><ul><li style="list-style-type: none;"><ul><li>Age 4: 14%</li></ul></li></ul><p><!-- /wp:list-item --></p><p><!-- /wp:list --><!-- wp:paragraph --></p><p>As I suspected, the vast majority of respondents said age three. However, what should alarm school marketers is that nearly one-third stated preschool begins at age two or four.</p><p><!-- /wp:paragraph --><!-- wp:paragraph --></p><p>The poll was conducted after reviewing numerous school websites, where I, like all users, was met with an ambiguous term and no age requirement for the youngest enrollees. </p><p><!-- /wp:paragraph --><!-- wp:paragraph --></p><p>Here are some examples.</p><p><!-- /wp:essential-blocks/infobox --></p> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-4e60f2e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4e60f2e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e5e9d08" data-id="e5e9d08" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-070e30d eael-dt-th-align-center eael-table-align-center elementor-widget elementor-widget-eael-data-table" data-id="070e30d" data-element_type="widget" data-widget_type="eael-data-table.default"> <div class="elementor-widget-container"> <style> @media (max-width: 767px) { #eael-data-table-wrapper-070e30d.custom-responsive-option-enable .eael-data-table thead { display: none; } #eael-data-table-wrapper-070e30d.custom-responsive-option-enable .eael-data-table tbody tr td { float: none; clear: left; width: 100%; text-align: left; display: flex; align-items: center; } } </style> <div class="eael-data-table-wrap custom-responsive-option-enable" data-table_id="070e30d" id="eael-data-table-wrapper-070e30d" data-custom_responsive="true"> <table class="tablesorter eael-data-table center" id="eael-data-table-070e30d"> <thead> <tr class="table-header"> <th class=" sorting" id="" colspan=""> <span class="data-table-header-text"></span></th> <th class=" sorting" id="" colspan=""> <span class="data-table-header-text">Actual School's Website Description</span></th> <th class=" sorting" id="" colspan=""> <span class="data-table-header-text">Youngest Age Served (upon further research)</span></th> <th class=" sorting" id="" colspan=""> <span class="data-table-header-text">Suggested Description</span></th> </tr> </thead> <tbody> <tr> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">School #1</div></div> </td> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">Pre K-12</div></div> </td> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">3</div></div> </td> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">Pre K 3 - Grade 12</div></div> </td> </tr> <tr> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">School #2</div></div> </td> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">Early Childhood - 8th Grade</div></div> </td> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">2</div></div> </td> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">Age 2 - 8th Grade</div></div> </td> </tr> <tr> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">School #3</div></div> </td> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">Transitional K through 12</div></div> </td> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">4.5</div></div> </td> <td colspan="" rowspan="" class="" id=""> <div class="td-content-wrapper"><div class="td-content">TK Age 4.5 through Grade 12</div></div> </td> </tr> </tbody> </table> </div> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-6cdda4b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6cdda4b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6e03279" data-id="6e03279" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-da5a2c7 elementor-widget elementor-widget-text-editor" data-id="da5a2c7" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: bolder;">Simple fix:</span> Change the school description on your website and marketing materials.</p><p>Words and their definitions can be subjective—even the word kindergarten. Numbers are not. Therefore, make sure it’s immediately apparent who your school serves in the most universally understandable way possible.</p><p><span style="font-weight: bolder;">Bonus tip:</span> Your homepage or <a href="https://www.truthtree.com/the-essential-school-landing-page-for-school-admissions/" target="_blank" rel="noreferrer noopener">landing pages</a> should include the ages and grades served, along with other programmatic information that would disqualify a candidate (e.g., girls’ school, LD school, etc.).</p><p>*Yes, there are exceptions, but you get the idea.</p> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-c14309d elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c14309d" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c0bfeec" data-id="c0bfeec" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e8cc7c6 eael-infobox-icon-bg-shape-radius eael-infobox-content-align-center eael-infobox-icon-hover-bg-shape-none elementor-widget elementor-widget-eael-info-box" data-id="e8cc7c6" data-element_type="widget" data-widget_type="eael-info-box.default"> <div class="elementor-widget-container"> <div class="eael-infobox"> <div class="infobox-icon eael-icon-only"> <div class="infobox-icon-wrap"> <i aria-hidden="true" class="fas fa-school"></i> </div> </div> <div class="infobox-content eael-icon-only"> <h2 class="title">Does your school need to reach more searching families?</h2> <p>Our team is a blend of digital marketing pros and former school marketing and admissions personnel. We know digital marketing. We know schools.</p><p> </p><p>Reach out! Let's identify areas for growth.</p> <div class="infobox-button"> <a class="eael-infobox-button" href="https://lizdiscovery-0.youcanbook.me"> <span class="infobox-button-text">Book a Strategy Call</span> </a> </div> </div> </div> </div> </div> </div> </div> </div> </section> </div> <p>The post <a href="https://www.truthtree.com/preschool-enrollment-tip/">Are You Missing Out on Higher Enrollment In Preschool?</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> <item> <title>Hesitant to Say “Best” or “Top” in Your School Ads? It’s Time to Claim it</title> <link>https://www.truthtree.com/school-advertising-claiming-best-top-perform-better/</link> <dc:creator><![CDATA[missy]]></dc:creator> <pubDate>Tue, 19 Mar 2024 13:00:00 +0000</pubDate> <category><![CDATA[Advice]]></category> <category><![CDATA[digital advertising for schools]]></category> <category><![CDATA[digital marketing]]></category> <category><![CDATA[enrollment management]]></category> <category><![CDATA[google ads]]></category> <category><![CDATA[private school marketing]]></category> <category><![CDATA[school marketing]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=25934</guid> <description><![CDATA[<p>If students thrive at your school, searching parents want to know. Claiming this in an ad could help your school stand out, win the click, and boost SEO all at once.</p><p>The post <a href="https://www.truthtree.com/school-advertising-claiming-best-top-perform-better/">Hesitant to Say “Best” or “Top” in Your School Ads? It’s Time to Claim it</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[<p><em>By Maggie Twaroski, </em><a href="https://maggietwaroski.com/" target="_blank" rel="noreferrer noopener"><em>Truth Tree Contributor</em></a></p> <p>If you’ve steered clear of superlative advertising in the past, now is the time to reconsider. As more schools crop up and families face a wider range of choices, your school could benefit from taking a more “aggressive” approach to advertising. Let’s be clear–we’re not talking about false advertising, or making arbitrary claims. We’re talking about using power words to spark emotion and action in your prospects–all backed by evidence. </p> <p>Here’s how school marketing teams can use superlative advertising the right way:</p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-7c1baaf21fe41cc73c3be8cbd584d7c5" id="h-understand-what-parents-want" style="color:#008732">Understand what parents want</h2> <p>It’s easy for schools to get hung up on “proving” their school is the best. Graduation rates, athletic wins, test scores, national rankings—these can all be used as proof that your school really is the “best” in a particular area. If you have these accolades, by all means, use them. But even if you don’t, there’s still no reason to shy away from superlative advertising. At the end of the day, parents are simply looking for the best school for <em>their </em>child. They care less about national rankings and more about whether or not their child is thriving. That means, for many families, your school <em>is </em>the best because it’s the right fit for them. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-89de602c7ee602ac11d20a3b22f231a9" id="h-demonstrate-what-makes-your-school-unique" style="color:#008732">Demonstrate what makes your school unique</h2> <p>No two schools are the same, and each has its own strengths and areas of excellence. It’s helpful for parents, especially in the <a href="https://www.truthtree.com/the-5-intentions-of-a-parent-searching-for-a-school-online/" target="_blank" rel="noreferrer noopener">beginning stages</a> of school shopping, to envision their child participating in the best your school has to offer—whether it’s your academic programs, student-centered teaching methods, or athletic opportunities. It’s true that being “the best” in any of these areas is subjective, but it’s 100% true for the students who thrive in them. If you’re not entirely sure what makes your school stand out, try looking at <a href="https://www.truthtree.com/private-school-reviews-to-increase-enrollment/" target="_blank" rel="noreferrer noopener">your testimonials</a> for inspiration. For example, maybe parents have praised your Catholic school for having “the best” religious education for their child. Use this feedback as inspiration for your school’s advertisements. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-fc4663f3c3ca676ac8c69e15df8e21d7" id="h-instill-confidence-and-build-trust" style="color:#008732">Instill confidence and build trust</h2> <p>Today’s parents want to be assured that they’re making the right choice in their children’s schools. Using superlative words in your advertisements can provide the reassurance parents need to feel confident in their decision. Think about it from your own perspective. Chances are, you’re more likely to purchase a product or service from an advertisement that instills confidence, especially when the value of that product is important. When it comes to education, parents are looking for the best of the best. The quality of their children’s education matters and your advertisements are key instruments in communicating that value. </p> <div class="wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile is-vertically-aligned-center has-background" style="background-color:#8dd2fc38;grid-template-columns:auto 33%"><div class="wp-block-media-text__content"><div class="wp-block-group" style="padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em"><div class="wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow"><p class="has-text-color has-link-color wp-elements-531278e9eaec7502cfd521fe8ff8e8df" style="color:#003c71;font-size:36px;line-height:1.2"><strong>“Schools who utilize ‘top’ or ‘best’ in their ad copy see those lines outperform other variations.”</strong></p> <p class="has-extra-small-font-size">– <strong>Brian Smith & Sam Chaffin, <em>Lead Partner Strategists</em>, Truth Tree</strong></p></div></div></div><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="1024" height="683" src="https://www.truthtree.com/wp-content/uploads/2024/03/Schools-Claim-Top-Best-Ads-Perform-Better-quote-image-truth-tree-school-marketing1-1024x683.png" alt="Truth Tree Suggests School Ads Claim "Top" or "Best" for Huge Impact | Truth Tree Knows School Marketing | bar chart with star above tallest column" class="wp-image-26030 size-full" srcset="https://www.truthtree.com/wp-content/uploads/2024/03/Schools-Claim-Top-Best-Ads-Perform-Better-quote-image-truth-tree-school-marketing1-1024x683.png 1024w, https://www.truthtree.com/wp-content/uploads/2024/03/Schools-Claim-Top-Best-Ads-Perform-Better-quote-image-truth-tree-school-marketing1-300x200.png 300w, https://www.truthtree.com/wp-content/uploads/2024/03/Schools-Claim-Top-Best-Ads-Perform-Better-quote-image-truth-tree-school-marketing1-768x512.png 768w, https://www.truthtree.com/wp-content/uploads/2024/03/Schools-Claim-Top-Best-Ads-Perform-Better-quote-image-truth-tree-school-marketing1.png 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-c0f8ad6f6e59c1c994d54056b39d6b79" id="h-appeal-to-top-of-funnel-searches" style="color:#008732">Appeal to top-of-funnel searches</h2> <p>Have you ever started shopping for a product or service online and been quickly <a href="https://insidebe.com/articles/choice-overload/" target="_blank" rel="noreferrer noopener">overwhelmed</a> by the number of options? Most of us have, and prospective parents of your school are no different. Pretty soon, the options start to blur together, and parents start to look for keywords that stand out. You guessed it–seeing the words “top” or “best” elevates your school above the rest and encourages searchers to take action on your school’s advertisement. That’s why users often search for keywords like “best restaurants near me” or “best neighborhoods to live in Chicago.” They want to filter through the noise and find the best. By using these words in your advertising, you’re not only practicing good SEO, but you’re attracting new prospects through those high-level searches. </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="680" src="https://www.truthtree.com/wp-content/uploads/2024/02/Google-trends-Jan182024-past-30-days-1-1024x680.png" alt="A screenshot of Google Trend searches of "private schools near me", "top private schools near me", "best private schools near me", and "independent schools near me". This screenshot shows the frequency of those terms being searched within a 30 day timespan." class="wp-image-25936" srcset="https://www.truthtree.com/wp-content/uploads/2024/02/Google-trends-Jan182024-past-30-days-1-1024x680.png 1024w, https://www.truthtree.com/wp-content/uploads/2024/02/Google-trends-Jan182024-past-30-days-1-300x199.png 300w, https://www.truthtree.com/wp-content/uploads/2024/02/Google-trends-Jan182024-past-30-days-1-768x510.png 768w, https://www.truthtree.com/wp-content/uploads/2024/02/Google-trends-Jan182024-past-30-days-1.png 1500w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <div class="wp-block-media-text is-stacked-on-mobile" style="grid-template-columns:45% auto"><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="1012" height="1024" src="https://www.truthtree.com/wp-content/uploads/2024/02/6515229a3d228-1012x1024.jpg" alt="A screenshot of a twitter post praising a restaurant for "mastering" SEO. The name of the restaurant is "Restaurant Near Me"." class="wp-image-25935 size-full" srcset="https://www.truthtree.com/wp-content/uploads/2024/02/6515229a3d228-1012x1024.jpg 1012w, https://www.truthtree.com/wp-content/uploads/2024/02/6515229a3d228-296x300.jpg 296w, https://www.truthtree.com/wp-content/uploads/2024/02/6515229a3d228-768x777.jpg 768w, https://www.truthtree.com/wp-content/uploads/2024/02/6515229a3d228.jpg 1080w" sizes="(max-width: 1012px) 100vw, 1012px" /></figure><div class="wp-block-media-text__content"><p>This restaurant may not have the most creative name, but it certainly gets points for SEO. While changing your school name to “school near me” <em>probably </em>isn’t the best branding idea, your goal should be to stand out in search results. </p></div></div> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-075bdb91c6bdf6c3ff2678e07648271b" style="color:#008732">Test your ad copy</h2> <p>As with all other marketing campaigns, testing and fine-tuning your copy can make a big difference in nurturing leads through the funnel. Experiment with different superlative power words, weave them into your ads, and see which versions perform best with your audience.</p> <div class="wp-block-essential-blocks-infobox"><div class="eb-parent-wrapper eb-parent-eb-infobox-ewbm1 "><div class="eb-infobox-ewbm1 eb-infobox-wrapper"><div class="infobox-wrapper-inner"><div class="icon-img-wrapper"><div class="eb-icon number-or-icon"><i icon="fas fa-wand-magic-sparkles" class="fas fa-wand-magic-sparkles eb-infobox-icon-data-selector"></i></div></div><div class="contents-wrapper"><h2 class="title">Overwhelmed by digital marketing?</h2><p class="description">We’ve worked with over 100 schools to elevate their digital footprint. As a team of former school marketers coupled with our team of digital marketing experts, Truth Tree is the best choice for digital marketing solutions for schools. <br><br>Let’s put your school in front of searching families.</p><div class="eb-infobox-btn-wrapper"><a href="https://lizdiscovery.youcanbook.me" target="_blank" rel="noopener noreferrer" class="infobox-btn ">Book a Strategy Call</a></div></div></div></div></div></div><p>The post <a href="https://www.truthtree.com/school-advertising-claiming-best-top-perform-better/">Hesitant to Say “Best” or “Top” in Your School Ads? It’s Time to Claim it</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> <item> <title>Facebook Pixel for Schools: A Step-by-Step Guide</title> <link>https://www.truthtree.com/facebook-pixel-for-schools-a-step-by-step-guide/</link> <dc:creator><![CDATA[missy]]></dc:creator> <pubDate>Tue, 05 Mar 2024 22:33:19 +0000</pubDate> <category><![CDATA[Advice]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=25938</guid> <description><![CDATA[<p>Unsure if your Meta ads are converting? Facebook (Meta) Pixel tracks website actions triggered by your ads, revealing what truly resonates with your audience. Optimize campaigns, target ideal prospects, and maximize ROI for your school. Using this step-by-step guide, set up your Pixel today!</p><p>The post <a href="https://www.truthtree.com/facebook-pixel-for-schools-a-step-by-step-guide/">Facebook Pixel for Schools: A Step-by-Step Guide</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[<p><em>By Maggie Twaroski, </em><a href="https://maggietwaroski.com/" target="_blank" rel="noreferrer noopener"><em>Truth Tree Contributor</em></a></p> <p>When it comes to <a href="https://www.truthtree.com/services/social-media-marketing-for-schools/" target="_blank" rel="noreferrer noopener">advertising on social media</a>, everyone has the same goal: minimize your ad spend and maximize your ROI. But how do you know if you’re actually getting the most out of your ads? If you’re still asking this question, or if you’re struggling with guesswork in your advertising, you need Facebook Pixels. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-bd4bbf8dad6afc1fb0638dcc43d0b79d" id="h-what-is-facebook-meta-pixel-nbsp" style="color:#008732">What is Facebook (Meta) Pixel? </h2> <p>A Facebook (Meta) Pixel is a piece of code that connects your Facebook Ads Manager to your website, so you can track the activities users make from your <a href="https://www.truthtree.com/facebook-and-instagram-ads-for-school-marketing/" target="_blank" rel="noreferrer noopener">Facebook and Instagram ads</a>. When someone takes an action on your site, like scheduling a tour, visiting your contact page, or making a donation, the pixel reports that information to your Facebook Ads Manager, so you can gain deeper insights into your audience and ad success. </p> <p>If your school is already using Meta ads to engage with your prospects, adding the Facebook Pixel to your advertising toolbelt is a must. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-6ce6304ee19ba2c610c95a98d684391b" style="color:#008732">Facebook Pixel vs. Google Analytics</h2> <p>If the description of Facebook Pixel sounds familiar, you’re probably thinking of Google Analytics. Both Facebook Pixel and GA4 are analytics tools that collect website data, <em>but </em>there are <a href="https://www.boltic.io/blog/google-analytics-vs-facebook-pixel" target="_blank" rel="noreferrer noopener">some distinctions</a>. For a comprehensive look at your website statistics, Google Analytics is your best tool. There’s not much you can’t track with it–in fact, GA4 is able to assess up to <a href="https://www.blyp.ai/a/blog/what-google-analytics-can-t-track-and-why" target="_blank" rel="noreferrer noopener">200 different metrics.</a> Facebook Pixel, on the other hand, allows you to narrow in on the specific activities users are taking on your website when landing from Facebook or Instagram. When used in tandem with your Meta ads, Facebook Pixel can reveal important information about your audience and ad campaigns. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-9ff5644f8363f5952ba143d6dde6e16c" style="color:#008732">5 reasons why you should use Facebook Pixel:</h2> <h3 class="wp-block-heading">1. Track conversions</h3> <p>You can track which actions people are taking on your site after they click on your ad, like signing up for an open house, visiting your admissions page, or registering for an event. These insights can help you finetune your audience segments, improve your ads, and minimize your ad spend.</p> <h3 class="wp-block-heading">2. Retarget prospects</h3> <p>You’re probably familiar with the marketing “rule of seven,” which states that it takes an average of <a href="https://www.indeed.com/career-advice/career-development/rule-of-7-marketing#:~:text=The%20rule%20of%20seven%20in%20marketing%20refers%20to%20the%20idea,the%20customer%20to%20stay%20relevant." target="_blank" rel="noreferrer noopener">seven marketing messages</a> to convert a customer (or student, in this case). It’s true that most prospects will need a bit of coaxing before they agree to take an action, even if it’s something small like signing up for an event. That’s why ad retargeting is so important. The more your prospects see your school appear in their everyday life, the more likely they are to remember you when they <em>are </em>ready to take action. With Facebook Pixel, you can use data from those who engage with your website to retarget them again. For example, if someone submits an inquiry on your website, you can show them an ad later to keep your school top of mind. </p> <h3 class="wp-block-heading">3. Optimize campaigns</h3> <p>Facebook Pixel will direct your ads to people who are most likely to take action, so you can be certain you’re not wasting any of your ads on unqualified leads. Plus, with the information the pixel collects, you can identify underperforming ads so you can make improvements and/or redirect your budget to more successful ones. </p> <h3 class="wp-block-heading">4. Target the right people with custom audiences</h3> <p>Within <a href="https://www.facebook.com/business/tools/ads-manager" target="_blank" rel="noreferrer noopener">Facebook Ads Manager</a>, you can create a custom audience based on your website activity. For example, if someone clicks on your event registration landing page but doesn’t complete their registration, you can create a custom audience for those individuals and target them again later. You can also use custom audiences to exclude prospects that have already taken action, so you’re not “wasting” your ad spend on them. Once you’ve refined your custom audiences, Facebook Pixel can use that information to create lookalike audiences, which allows you to reach similar audience groups automatically. </p> <h3 class="wp-block-heading">5. Reach new prospects with lookalike audiences </h3> <p>A lookalike audience is a new audience group that shares similarities with your best leads. With lookalike audiences, you can reach new prospects without creating a new segment from scratch or doing much guesswork. Once the Facebook Pixel has collected information about your top-performing segments, you can use that information to create your own audiences in your Facebook Ads Manager. Then, the Facebook Pixel will automatically suggest lookalike audiences for you based on the data it’s already collected, without you having to create them yourself. This process takes out the guesswork on your part, saves you time, and lends towards more accurate targeting. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-65efe5f3a762935b13956093bd57faef" style="color:#008732">How to set up a Facebook Pixel</h2> <p>Ready to start tracking your website activity and improving your ads? Let’s walk through <a href="https://www.facebook.com/business/help/952192354843755?id=1205376682832142" target="_blank" rel="noreferrer noopener">how to set up Facebook Pixel</a>, step by step.</p> <h3 class="wp-block-heading">Step 1: Create a Facebook Pixel</h3> <p>This is the easiest part of the setup process and can be completed in just a few clicks. From your <a href="https://www.facebook.com/events_manager2/overview?act=448857231877313" target="_blank" rel="noreferrer noopener">Meta Events Manager</a> dashboard, click “connect data sources.” Choose the “web” option, then “connect.” Next, you’ll have to enter a name for your pixel and your website URL. </p> <figure class="wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex"><figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="800" height="800" data-id="25940" src="https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-2-1.png" alt="Facebook Pixels for Schools | Truth Tree Knows School Marketing" class="wp-image-25940" srcset="https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-2-1.png 800w, https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-2-1-300x300.png 300w, https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-2-1-150x150.png 150w, https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-2-1-768x768.png 768w, https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-2-1-500x500.png 500w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="800" height="800" data-id="25941" src="https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools.png" alt="Facebook Pixels for Schools | Truth Tree Knows School Marketing" class="wp-image-25941" srcset="https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools.png 800w, https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-300x300.png 300w, https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-150x150.png 150w, https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-768x768.png 768w, https://www.truthtree.com/wp-content/uploads/2024/02/facebook-pixels-for-schools-500x500.png 500w" sizes="(max-width: 800px) 100vw, 800px" /></figure></figure> <h3 class="wp-block-heading">Step 2: Install Facebook Pixel on your website</h3> <p>After creating your pixel, the next step is to install it on your website. There are a <a href="https://www.facebook.com/business/help/952192354843755?id=1205376682832142" target="_blank" rel="noreferrer noopener">couple ways to do this</a> based on your preferences and access to technical support. For a code-free option, you can integrate your pixel with one of Meta’s partners, like Squarespace, WordPress, or Wix (among others). Otherwise, you or your developer can manually add the pixel code to your website. </p> <h3 class="wp-block-heading">Step 3: Set up events and conversions</h3> <p>Now that you’ve created and installed your Facebook Pixel, you’re able to start tracking the actions users take on your website. To do this, you’ll need to identify which actions the Pixel should look for, either through <a href="https://www.youtube.com/watch?v=jbSAC-494xw" target="_blank" rel="noreferrer noopener">standard events, custom events, or custom conversions</a>. Although they sound the same, there are <a href="https://www.jonloomer.com/differences-between-custom-events-and-custom-conversions/" target="_blank" rel="noreferrer noopener">differences between these three</a> that affect how the Pixel collects data, as well as how detailed that information is.</p> <p>Facebook will have a predetermined list of standard events for the Pixel to track, including purchases, leads, registrations, content views, contacts, subscriptions, searches and more. Some, but not all of these events will apply to your school’s advertising goals. With custom events and conversions, you can track more detailed actions and keep a closer watch on your lead funnels. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-1d5d79969556f0f7ac4dc222bd418d15" style="color:#008732">Key Takeaways</h2> <p>Advertising on Meta (Facebook and Instagram) is one of the most effective enrollment strategies for schools, <em>if </em>they’re properly optimized. That’s why it’s important for schools to have a solid analytics tool like Facebook Pixel. Your school can narrow in on your ad and website activity and see exactly which conversions people are taking. Then, you can then use that information to improve your ads and get them in front of the leads who are most likely to convert. Setting up your Facebook Pixel code is easy, and you’ll be able to start tracking results right away. </p> <div class="wp-block-essential-blocks-infobox"><div class="eb-parent-wrapper eb-parent-eb-infobox-nzr5h "><div class="eb-infobox-nzr5h eb-infobox-wrapper"><div class="infobox-wrapper-inner"><div class="icon-img-wrapper"><div class="eb-icon number-or-icon"><i icon="fas fa-flag" class="fas fa-flag eb-infobox-icon-data-selector"></i></div></div><div class="contents-wrapper"><h2 class="title">Are you overwhelmed by Social Media Marketing as a whole?</h2><p class="description">There’s certainly a finesse to it if you’re doing more than boosting posts. Interested in seeing the ways social media ads can support your school’s enrollment efforts?</p><div class="eb-infobox-btn-wrapper"><a href="https://lizdiscovery.youcanbook.me/" target="_self" rel="noopener noreferrer" class="infobox-btn ">Schedule a Strategy Call</a></div></div></div></div></div></div><p>The post <a href="https://www.truthtree.com/facebook-pixel-for-schools-a-step-by-step-guide/">Facebook Pixel for Schools: A Step-by-Step Guide</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> <item> <title>Tips For Successful School Blogging</title> <link>https://www.truthtree.com/tips-for-successful-school-blogging/</link> <dc:creator><![CDATA[missy]]></dc:creator> <pubDate>Tue, 20 Feb 2024 22:34:14 +0000</pubDate> <category><![CDATA[Advice]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=25943</guid> <description><![CDATA[<p>School blogs are powerful! They can help your school get noticed, attract new students, and keep current families engaged. Don't miss out on the opportunity to grow your school community. Start blogging today to strengthen your school's digital footprint.</p><p>The post <a href="https://www.truthtree.com/tips-for-successful-school-blogging/">Tips For Successful School Blogging</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[<p><em>By Maggie Twaroski, </em><a href="https://maggietwaroski.com/" target="_blank" rel="noreferrer noopener"><em>Truth Tree Contributor</em></a></p> <div style="height:45px" aria-hidden="true" class="wp-block-spacer"></div> <p>Blogging is one of the simplest ways to boost organic traffic to your website, increase enrollment, and retain current families. And yet, only a small number of schools are actively posting content to their blog, and an even smaller number are posting <em>good </em>content. Sure, blogging requires a bit of time and skill, but the ROI is high. If you’ve been neglecting your blog lately (or don’t have one at all), now is the time to start posting. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-f6c54f09079d1535bf5f2da70ff1c320" id="h-why-your-school-needs-a-blog" style="color:#008732">Why your school needs a blog</h2> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-e296790858b156740559a19ad181d3f6" id="h-seo" style="color:#008732">SEO</h4> <p>In addition to your regular website content, your blog is a prime place to improve your SEO. Every blog post is an opportunity to use the short-tail and long-tail keywords that align with your strategy, so you’re consistently boosting your search engine rankings. Plus, the original content you produce will demonstrate your school’s experience, expertise, authoritativeness and trustworthiness (<a href="https://www.truthtree.com/googles-e-e-a-t-what-it-means-for-school-marketers/" target="_blank" rel="noreferrer noopener">Google’s E-E-A-T</a>). </p> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-a3ca82dfdd08d91c1199ddec8256d418" id="h-adaptability-to-ai" style="color:#008732">Adaptability to AI</h4> <p>Now that users have built-in access to AI through their search engines, your school website may experience changes in organic traffic. When users turn on Google’s <a href="https://www.truthtree.com/googles-sge-impact-on-schools/" target="_blank" rel="noreferrer noopener">Search Generative Experience</a> (SGE) in their browser, they’ll automatically see a summary of top search results, potentially lowering the need to manually click on search links. The best way to make sure your website still gets noticed is by creating original, high-quality content on your blog–that’s what AI will be looking for in the information it features. </p> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-6fdeacc8d6d756ff09e723e6831cbfe9" id="h-school-communications" style="color:#008732">School Communications</h4> <p>You may not think of your blog as a means of communication, but your blog content will be useful in keeping current families informed. If you’re posting engaging content regularly, your blog will gain a reputation for being a hub for news, guidance, and community. Providing helpful content to your parents and students will help in your retention efforts, especially once families start regularly “tuning in” to your blog. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-0d73bae9ce9e3066a6beb994eb786d51" id="h-write-content-for-your-admissions-funnel" style="color:#008732">Write content for your admissions funnel</h2> <p>Many schools use their blog to write about news updates–event overviews, student spotlights, etc. While there’s value in this type of content (more on that later), that’s just the tip of the blogging iceberg. If one of the goals of your blog is to recruit new students, you’ll need to broaden your content strategy to encompass multiple facets of your admissions funnel. </p> <p>Let’s break it down.</p> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-a571fc82d6dfe1f5ad00ca22592117b3" id="h-top-of-funnel-content" style="color:#008732">Top-of-funnel content</h4> <p>At this stage, your prospects are just starting their school search, and are making general inquiries about their education options. They might be searching “private schools vs. public schools,” or “what to know about charter schools.” They haven’t narrowed in on any particular school yet–they’re looking for evergreen content that answers their high-level questions. </p> <p>For top-of-funnel content, consider what priorities, concerns, and questions your prospects have in this stage, and write about those. Yes, it’s as simple as that! The goal here is to help answer questions, not to overtly “sell” your school.</p> <p>So, what questions do your top-of-funnel prospects have? Based on that, your topics might look something like this:</p> <ul><li>10 reasons to consider private school </li> <li>The value of a Catholic education </li> <li>Is boarding school right for my child?</li> <li>What is Montessori education?</li></ul> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-fe7a09fcd2c1d3345298833e987aa965" id="h-mid-funnel-content" style="color:#008732">Mid-funnel content</h4> <p>Your leads have likely settled into an educational “niche” at this point (public, private, etc.), and are now looking for more specific content. They haven’t locked in on a particular school yet, but they’re narrowing their search to a handful of contenders. While your top-of-funnel content focused on broad topics, now is the time to delve further into the weeds and answer questions in more detail. Since their list of potential schools is getting smaller, you’ll want to prompt them further into your enrollment funnel by writing persuasively and encouraging readers to take some type of action–whether it’s registering for an open house, contacting your office, or taking a virtual tour. </p> <p>Here are some examples of mid-funnel content:</p> <ul><li>5 magnet school success stories</li> <li>A day in the life of a boarding school student</li> <li>Best Montessori activities for elementary students</li> <li>Transitioning from public to private education? Here’s what you need to know</li></ul> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-824967018eae0d13ad18d8190d123f3e" id="h-bottom-of-funnel-content" style="color:#008732">Bottom-of-funnel content</h4> <p>It’s decision time for your leads, which means your blog content should narrow in on what makes your school the right fit for them. Maybe it’s your impressive athletics program, your tuition options, or your easy application process. Take the best parts of your school and relate them to your leads’ questions, concerns, and priorities. This could look something like this:</p> <ul><li>Staying safe on the field: An athletics safety plan </li> <li>How to afford private school on a budget</li> <li>Tips for completing your high school application</li> <li>Back to school tips: 5 ways to prepare for the new school year</li></ul> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="341" src="https://www.truthtree.com/wp-content/uploads/2024/02/School-blog-mockup-1-1024x341.png" alt="Sample blog posts for a school: Tips for Completing Your High School Application, The Switch from Public to Private School: What You Need to Know, 10 Reasons to Consider Private School. Truth Tree knows school marketing and the importance of a school utilizing blogs for their SEO." class="wp-image-25962" srcset="https://www.truthtree.com/wp-content/uploads/2024/02/School-blog-mockup-1-1024x341.png 1024w, https://www.truthtree.com/wp-content/uploads/2024/02/School-blog-mockup-1-300x100.png 300w, https://www.truthtree.com/wp-content/uploads/2024/02/School-blog-mockup-1-768x256.png 768w, https://www.truthtree.com/wp-content/uploads/2024/02/School-blog-mockup-1.png 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-125d0b8bf51d47c0704cd3e82b347989" id="h-content-for-current-families" style="color:#008732">Content for current families</h4> <p>New enrollment will always be on your priority list, but it’s just as important to retain current families. Your blog is a great place to provide support to parents and students who are already enrolled. While this might take the form of practical news updates, you might also focus your content on topics that showcase your school’s achievements, community life, faculty, and more. Brainstorm topics that your families would find helpful, fun, and engaging. This could be:</p> <ul><li>Student spotlights</li> <li>A year in review</li> <li>Top ten school traditions</li> <li>Nutrition tips for school athletes</li></ul> <div style="height:38px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-b0ef7480740b7aa88dd4f2adf73e6821" id="h-blogging-tips-for-schools" style="color:#008732">Blogging tips for schools</h2> <p>Now that you’ve considered which topics to post based on your enrollment goals, here are some tips to help make the blogging process as quick and easy as possible. </p> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-44d885d441c6edebc86413c841419cce" id="h-have-a-content-calendar" style="color:#008732">Have a content calendar</h4> <p>Save yourself time and keep your posts organized with a content calendar–a digital hub for all your future blog posts. Creating a content calendar can be as simple as noting your blog post titles and descriptions in a Google Spreadsheet, with the help of <a href="https://offers.hubspot.com/editorial-calendar-templates?hubs_post-cta=body&hubs_post=blog.hubspot.com%2Fmarketing%2Fcreate-robust-editorial-calendar-ht&hubs_signup-url=blog.hubspot.com%2Fmarketing%2Fcreate-robust-editorial-calendar-ht&hubs_signup-cta=Free%20Editorial%20Calendar%20Templates" target="_blank" rel="noreferrer noopener">premade templates</a>. Keeping your posts in a calendar ensures you stay on top of your deadlines, and keeps your team of writers on the same page. The best part? You’ll never have to frantically ask “what should I write about this week?” Your topics are already chosen and recorded in your calendar. </p> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-d13d6897e85b12e01cad8f12fe79dff1" id="h-post-twice-per-week" style="color:#008732">Post twice per week</h4> <p>For greater organic traffic and website conversions,<a href="https://seo.co/how-often-should-i-blog/" target="_blank" rel="noreferrer noopener"> blogging twice per week is ideal</a>. If you’re posting less frequently now, don’t worry–twice per week is highly achievable if you schedule your content and if you have a few writers on staff. The more you blog, the quicker and easier it becomes, so don’t be afraid to commit to consistent posting. </p> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-c25148c0f47f1f3154e4f85d696a5d43" id="h-repurpose-blog-content" style="color:#008732">Repurpose blog content</h4> <p>If your school has an active social media presence, you can repurpose just about any blog post into a social media post with few modifications. For example, if you published a blog post on back-to-school tips, you could repurpose that content into an infographic for your Facebook page. Or, you can simply post a link to a recent blog post on your social channels with a short caption enticing viewers to read. Either way, you won’t be creating a new social post from scratch. Work smarter, not harder, right? </p> <h4 class="wp-block-heading has-text-color has-link-color wp-elements-554d8a3bd38d002924241f48a07db0f9" id="h-look-for-inspiration" style="color:#008732">Look for inspiration</h4> <p>If you don’t have a blog yet, or your current one is a little worse for wear, it can help to envision its best version by perusing other school blogs. While no two school blogs are the same, it doesn’t hurt to look at other websites for inspiration. Find some that stand out to you and make note of what kinds of content they’re publishing and how their posts look. Use these as inspiration for your own blog, but remember that all your posts should be original and adhere to your school’s unique brand voice. </p> <p>Here are a few examples of high-quality school blogs: <a href="https://blog.oakknoll.org/" target="_blank" rel="noreferrer noopener">Oak Knoll School of the Holy Child</a>, <a href="https://www.washingtonmarketschool.org/community/school-blog" target="_blank" rel="noreferrer noopener">Washington Market School</a>, <a href="https://www.emmawillard.org/news" target="_blank" rel="noreferrer noopener">Emma Willard</a>, <a href="https://www.avonoldfarms.com/blog" target="_blank" rel="noreferrer noopener">Avon Old Farms</a></p> <div class="wp-block-essential-blocks-infobox"><div class="eb-parent-wrapper eb-parent-eb-infobox-nzr5h "><div class="eb-infobox-nzr5h eb-infobox-wrapper"><div class="infobox-wrapper-inner"><div class="icon-img-wrapper"><div class="eb-icon number-or-icon"><i icon="fab fa-searchengin" class="fab fa-searchengin eb-infobox-icon-data-selector"></i></div></div><div class="contents-wrapper"><h2 class="title">Does Your School Need to Improve SEO?</h2><p class="description">There’s certainly more to it than blogging, and our team of SEO Specialists is ready to help you level up your search engine rank.</p><div class="eb-infobox-btn-wrapper"><a href="https://lizdiscovery.youcanbook.me/" target="_self" rel="noopener noreferrer" class="infobox-btn ">Schedule a Strategy Call</a></div></div></div></div></div></div><p>The post <a href="https://www.truthtree.com/tips-for-successful-school-blogging/">Tips For Successful School Blogging</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> <item> <title>Data-Driven Digital Marketing Tactics To Improve Enrollment Yield</title> <link>https://www.truthtree.com/data-driven-digital-marketing-tactics-to-improve-enrollment-yield/</link> <dc:creator><![CDATA[Trevor Waddington]]></dc:creator> <pubDate>Mon, 12 Feb 2024 17:35:59 +0000</pubDate> <category><![CDATA[Advice]]></category> <category><![CDATA[data-driven digital marketing]]></category> <category><![CDATA[digital marketing]]></category> <category><![CDATA[enrollment management]]></category> <category><![CDATA[enrollment yield]]></category> <category><![CDATA[private school marketing]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=25897</guid> <description><![CDATA[<p>Whether you have rolling admissions or fixed application deadlines, certain times demand strategic shifts in your enrollment marketing tactics. </p><p>The post <a href="https://www.truthtree.com/data-driven-digital-marketing-tactics-to-improve-enrollment-yield/">Data-Driven Digital Marketing Tactics To Improve Enrollment Yield</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[ <div data-elementor-type="wp-post" data-elementor-id="25897" class="elementor elementor-25897" data-elementor-post-type="post"> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-8bac08a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="8bac08a" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a58f16c" data-id="a58f16c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-efca189 elementor-widget elementor-widget-text-editor" data-id="efca189" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>By <a href="https://www.linkedin.com/in/trevor-waddington/" target="_blank" rel="noopener"><strong>Trevor Waddington</strong></a>, <em>Principal</em>, <a href="https://www.truthtree.com/enrollment-marketing-enrollment-marketing-plan-enrollment-marketingservices/" target="_blank" rel="noopener">Truth Tree</a></p> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-044e8d6 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="044e8d6" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e0c19e9" data-id="e0c19e9" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-cc9ad26 elementor-widget elementor-widget-text-editor" data-id="cc9ad26" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p data-sourcepos="5:1-5:177">Whether you have rolling admissions or fixed application deadlines, certain times demand strategic shifts in your enrollment marketing tactics. Let’s focus on these key periods:</p><ul data-sourcepos="7:1-9:0"><li data-sourcepos="7:1-7:71"><strong>Admission Requirements Fulfilled –> School’s Acceptance Decision</strong></li><li data-sourcepos="8:1-9:0"><strong>Acceptance Notification –> Enrollment Contract Signed</strong></li></ul><p data-sourcepos="10:1-10:223">While many schools prioritize re-recruitment events and <a href="https://www.truthtree.com/5-step-guide-to-school-content-marketing" target="_blank" rel="noopener">promotional videos</a> during this time, don’t overlook the hidden value of targeted digital tactics.</p><p><span style="font-weight: 400;">So, let’s explore how digital can play a complementary role in <a href="https://www.truthtree.com/the-enrollment-yield-matrix-how-to-determine-your-enrollment-yield-for-next-year/" target="_blank" rel="noopener">improving your enrollment yield</a>.</span></p><h3 data-sourcepos="12:1-12:47"><strong>When Is the Right Time for Yield Marketing?</strong></h3><p><span style="font-weight: 400;">These two time periods will vary. In the Washington DC area, where I spent twelve years as an admission director, the time frame was about six weeks. Many families completed the admission process by the end of January. That left an entire month where no contact or communication technically had to happen. </span></p><p><span style="font-weight: 400;">On or around March 1, families were informed of </span><a href="https://www.youtube.com/watch?v=nLFkiT62xLs" target="_blank" rel="noopener"><span style="font-weight: 400;">the admission decision</span></a><span style="font-weight: 400;">. They had fourteen days to sign the enrollment contract or decline admission. </span></p><p><span style="font-weight: 400;">It was during this six-week stretch that digital marketing efforts shifted to remarketing those who completed the admission process.</span></p><h3 data-sourcepos="16:1-16:48"><strong>What Should Your Campaign Messaging Include?</strong></h3><p><span style="font-weight: 400;">Unlike ads earlier in the admission season, these ads are brand statements and value reminders. No call-to-action necessary. </span></p><p><span style="font-weight: 400;">As for the content of the ad, turn to your application pool. Information collected along their journey will tell you what aspects of your school they value most.</span></p><p><strong>Examples:</strong></p><ol><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Travel experiences</span></li><li style="font-weight: 400;" aria-level="1"><a href="https://www.ibo.org/" target="_blank" rel="noopener"><span style="font-weight: 400;">International Baccalaureate</span></a><span style="font-weight: 400;"> </span></li><li><span style="font-weight: 400;">Advanced communication capabilities for parents</span></li></ol><p><span style="font-weight: 400;"><br />Now, let’s create some yield marketing ads!<br /></span></p> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-f1d453e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="f1d453e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1da0891" data-id="1da0891" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-4b0ca30 elementor-widget elementor-widget-spacer" data-id="4b0ca30" data-element_type="widget" data-widget_type="spacer.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.21.0 - 08-05-2024 */.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container{height:100%;width:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty,.e-con>.elementor-widget-spacer.elementor-widget-empty{position:relative;min-height:22px;min-width:22px}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon,.e-con>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon{position:absolute;top:0;bottom:0;left:0;right:0;margin:auto;padding:0;width:22px;height:22px}</style> <div class="elementor-spacer"> <div class="elementor-spacer-inner"></div> </div> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-3eb6ed0 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3eb6ed0" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-63bef49" data-id="63bef49" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-121c536 elementor-widget elementor-widget-image" data-id="121c536" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.21.0 - 08-05-2024 */.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=".svg"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}</style> <img loading="lazy" decoding="async" width="598" height="816" src="https://www.truthtree.com/wp-content/uploads/2024/02/data-driven-enrollment-marketing-Truth-Tree-School-Marketing-Agency.jpg" class="attachment-large size-large wp-image-25944" alt="data-driven enrollment marketing - Truth Tree School Marketing Agency" srcset="https://www.truthtree.com/wp-content/uploads/2024/02/data-driven-enrollment-marketing-Truth-Tree-School-Marketing-Agency.jpg 598w, https://www.truthtree.com/wp-content/uploads/2024/02/data-driven-enrollment-marketing-Truth-Tree-School-Marketing-Agency-220x300.jpg 220w" sizes="(max-width: 598px) 100vw, 598px" /> </div> </div> </div> </div> <div class="elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4eed5e5" data-id="4eed5e5" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-2f89fe4 elementor-widget elementor-widget-image" data-id="2f89fe4" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img loading="lazy" decoding="async" width="800" height="200" src="https://www.truthtree.com/wp-content/uploads/2024/02/Marketing-for-IB-Schools-Truth-Tree-1-1024x256.jpg" class="attachment-large size-large wp-image-25945" alt="Marketing for IB Schools - Truth Tree Data-driven enrollment marketing agency" srcset="https://www.truthtree.com/wp-content/uploads/2024/02/Marketing-for-IB-Schools-Truth-Tree-1-1024x256.jpg 1024w, https://www.truthtree.com/wp-content/uploads/2024/02/Marketing-for-IB-Schools-Truth-Tree-1-300x75.jpg 300w, https://www.truthtree.com/wp-content/uploads/2024/02/Marketing-for-IB-Schools-Truth-Tree-1-768x192.jpg 768w, https://www.truthtree.com/wp-content/uploads/2024/02/Marketing-for-IB-Schools-Truth-Tree-1-1536x384.jpg 1536w, https://www.truthtree.com/wp-content/uploads/2024/02/Marketing-for-IB-Schools-Truth-Tree-1.jpg 1584w" sizes="(max-width: 800px) 100vw, 800px" /> </div> </div> <div class="elementor-element elementor-element-1aed63a elementor-widget elementor-widget-image" data-id="1aed63a" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img loading="lazy" decoding="async" width="500" height="500" src="https://www.truthtree.com/wp-content/uploads/2024/02/best-tech-company-for-schools-Truth-Tree-data-driven-marketing.jpg" class="attachment-large size-large wp-image-25946" alt="" srcset="https://www.truthtree.com/wp-content/uploads/2024/02/best-tech-company-for-schools-Truth-Tree-data-driven-marketing.jpg 500w, https://www.truthtree.com/wp-content/uploads/2024/02/best-tech-company-for-schools-Truth-Tree-data-driven-marketing-300x300.jpg 300w, https://www.truthtree.com/wp-content/uploads/2024/02/best-tech-company-for-schools-Truth-Tree-data-driven-marketing-150x150.jpg 150w" sizes="(max-width: 500px) 100vw, 500px" /> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-8a27d75 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="8a27d75" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6dc2df9" data-id="6dc2df9" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-638f69d elementor-widget elementor-widget-spacer" data-id="638f69d" data-element_type="widget" data-widget_type="spacer.default"> <div class="elementor-widget-container"> <div class="elementor-spacer"> <div class="elementor-spacer-inner"></div> </div> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-74d6963 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="74d6963" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f23ac4f" data-id="f23ac4f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e8a644f elementor-widget elementor-widget-text-editor" data-id="e8a644f" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h3 data-sourcepos="21:1-21:41"><strong>How to Target Applicants Specifically</strong></h3><p><span style="font-weight: 400;">Honestly, you don’t have to</span><i><span style="font-weight: 400;"> just</span></i><span style="font-weight: 400;"> target families you will or have accepted. </span></p><p><span style="font-weight: 400;">If you do, create a customer list custom audience in </span><a href="https://zapier.com/blog/create-custom-audience-in-facebook-from-customer-list/" target="_blank" rel="noopener"><span style="font-weight: 400;">Meta</span></a><span style="font-weight: 400;"> and </span><a href="https://datadrivenu.com/google-ads-customer-match/" target="_blank" rel="noopener"><span style="font-weight: 400;">Google Ads</span></a><span style="font-weight: 400;">. Remember, though, that Meta recommends a minimum of 500 emails, although I’ve done it with less. Google says a minimum of 100 emails for display ads, but that’s usually if you put a ton of ad spend behind it.</span></p><p><span style="font-weight: 400;">If your list doesn’t meet the required minimum or either platform simply won’t run the ads because they can make more money by showing other ads to your audience, here’s a tip: Add current and alum families to the list. It never hurts to remind them of <a href="https://www.truthtree.com/the-albino-sasquatch-marketing-your-independent-schools-illusive-5/" target="_blank" rel="noopener">what makes your school awesome</a>.</span></p><p><span style="font-weight: 400;">Another targeting technique is to activate your Facebook Pixel and Google Tag. When site visitors go to specific pages that might indicate they have applied, like a re-recruitment event registration page, it will trigger your ads. One important tip for any Google Ad </span><a href="https://www.searchenginejournal.com/remarketing-vs-retargeting/379703/" target="_blank" rel="noopener"><span style="font-weight: 400;">remarketing or retargeting</span></a><span style="font-weight: 400;"> campaign: Exclude showing your ad on sites or channels that may display content that doesn’t align with your brand.</span><a href="https://ads.google.com/aw/contentsuitability" target="_blank" rel="noopener"><span style="font-weight: 400;"> Here’s how to do that or check your current ads</span></a><span style="font-weight: 400;">.</span></p> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-2ae359e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="2ae359e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8c5396c" data-id="8c5396c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-00998a2 elementor-widget elementor-widget-text-editor" data-id="00998a2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h3>Conclusion</h3><p>With increased competition, decreasing interest in independent school education, and a market that wants to be wooed, enrollment marketing yield campaigns are a must.</p><p>I hope the step-by-step strategy above can help you get one or two more students who may have chosen another direction otherwise.</p> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-471a6dd elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="471a6dd" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f08addf" data-id="f08addf" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-900868f eael-infobox-icon-bg-shape-radius elementor-widget__width-initial eael-infobox-content-align-center eael-infobox-icon-hover-bg-shape-none elementor-widget elementor-widget-eael-info-box" data-id="900868f" data-element_type="widget" data-widget_type="eael-info-box.default"> <div class="elementor-widget-container"> <div class="eael-infobox"> <div class="infobox-icon eael-icon-only"> <div class="infobox-icon-wrap"> <i aria-hidden="true" class="fab fa-uncharted"></i> </div> </div> <div class="infobox-content eael-icon-only"> <h3 class="title">Does Your School Need a Solidified Marketing Strategy?</h3> <p>Our team of experts is standing by to partner with your school on your digital marketing strategy.</p> <div class="infobox-button"> <a class="eael-infobox-button" href="https://lizdiscovery.youcanbook.me/"> <span class="infobox-button-text">Book a Strategy Call</span> </a> </div> </div> </div> </div> </div> </div> </div> </div> </section> <section data-particle_enable="false" data-particle-mobile-disabled="false" class="elementor-section elementor-top-section elementor-element elementor-element-9525d1a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="9525d1a" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b7b9249" data-id="b7b9249" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-2f60208 elementor-widget elementor-widget-spacer" data-id="2f60208" data-element_type="widget" data-widget_type="spacer.default"> <div class="elementor-widget-container"> <div class="elementor-spacer"> <div class="elementor-spacer-inner"></div> </div> </div> </div> </div> </div> </div> </section> </div> <p>The post <a href="https://www.truthtree.com/data-driven-digital-marketing-tactics-to-improve-enrollment-yield/">Data-Driven Digital Marketing Tactics To Improve Enrollment Yield</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> <item> <title>Navigating Challenges in Catholic Education: A Closer Look at Feeder Schools, Churches, and Enrollment Decline</title> <link>https://www.truthtree.com/challenges-in-catholic-education-enrollment-decline/</link> <dc:creator><![CDATA[missy]]></dc:creator> <pubDate>Wed, 07 Feb 2024 09:00:00 +0000</pubDate> <category><![CDATA[Advice]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=25881</guid> <description><![CDATA[<p>By Liz Zweigle, Chief Operating Officer, Truth Tree After talking with several schools over the last few months, I spotted an alarming trend with Catholic high schools. I heard it on every.single.call. And it’s causing an offset risk to the stability of Catholic high schools: the closure of Catholic feeder schools.  These institutions, once pillars […]</p><p>The post <a href="https://www.truthtree.com/challenges-in-catholic-education-enrollment-decline/">Navigating Challenges in Catholic Education: A Closer Look at Feeder Schools, Churches, and Enrollment Decline</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[<p class="has-text-color has-link-color wp-elements-f796d3758e12b558255d222a5cb55377" style="color:#008732"><strong>By <a href="https://www.linkedin.com/in/lizzweigle/" target="_blank" rel="noreferrer noopener">Liz Zweigle</a></strong>, <em>Chief Operating Officer</em>, <a href="https://www.truthtree.com/" target="_blank" rel="noreferrer noopener">Truth Tree</a></p> <p>After talking with several schools over the last few months, I spotted an alarming trend with Catholic high schools. I heard it on every.single.call. And it’s causing an offset risk to the stability of Catholic high schools: the closure of Catholic feeder schools. </p> <p>These institutions, once pillars of academic excellence and values-based learning, now find themselves grappling with enrollment challenges and disheartening stories of prospective parents expressing, “I didn’t even know your school existed!”</p> <p>Two significant factors are at play: a <a href="https://www.catholicnewsagency.com/news/247102/report-church-membership-among-catholics-declined-nearly-20-since-2000" target="_blank" rel="noreferrer noopener">decline in church attendance</a> and <a href="https://www.nytimes.com/2020/09/05/us/catholic-school-closings.html" target="_blank" rel="noreferrer noopener">the closure of Catholic schools</a>. </p> <p>These factors have not only affected local religious communities but have displaced students into new programs–public schools or other private options. Consequently, this shift has disrupted the traditional flow of students transitioning from Catholic elementary or middle schools and enrolling in their local Catholic high schools.</p> <figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="800" height="800" src="https://www.truthtree.com/wp-content/uploads/2024/02/Catholic-schools-closing-across-US.png" alt="11 Articles referencing the upcoming closure of Catholic schools. The articles range from 2020 through 2024." class="wp-image-25932" srcset="https://www.truthtree.com/wp-content/uploads/2024/02/Catholic-schools-closing-across-US.png 800w, https://www.truthtree.com/wp-content/uploads/2024/02/Catholic-schools-closing-across-US-300x300.png 300w, https://www.truthtree.com/wp-content/uploads/2024/02/Catholic-schools-closing-across-US-150x150.png 150w, https://www.truthtree.com/wp-content/uploads/2024/02/Catholic-schools-closing-across-US-768x768.png 768w, https://www.truthtree.com/wp-content/uploads/2024/02/Catholic-schools-closing-across-US-500x500.png 500w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p>Catholic high schools, who once had enrollment waitlists, now find themselves battling the repercussions of feeder school closures and the intertwined issues of declining church attendance while contending with shifting demographics in their neighborhoods. They find themselves navigating this complex landscape while striving to stay true to their roots and keep their doors open. It’s complicated. </p> <p>Here’s what I’ve learned: </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-39d6f2e2d662bb4e31b1ed67871c8d3d" id="h-the-crucial-role-of-feeder-schools-and-the-ripple-effect-on-enrollment" style="color:#008732"><strong>The Crucial Role of Feeder Schools and the Ripple Effect on Enrollment</strong></h2> <p>Feeder schools have long been the backbone of the Catholic high school education system, providing not only a solid academic foundation but also instilling values aligned with Catholic teachings from early childhood and on. </p> <p>The closure of Catholic elementary and middle school feeders has created a ripple effect, disrupting the natural progression of students from elementary to middle to high schools within the Catholic network. Catholic high schools, dependent on a steady influx of students from affiliated feeder schools, are now facing significant challenges as enrollment numbers dwindle.</p> <p>It’s worth noting that beyond the financial implications, the closure of so many schools also results in the loss of a tight-knit community, integral to the Catholic educational experience.</p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-69bb584920e079d11135b121a1c32cc6" id="h-decreased-interest-in-catholic-churches" style="color:#008732"><strong>Decreased Interest in Catholic Churches</strong></h2> <p>Parallel to feeder school challenges, Catholic churches are grappling with declining attendance. Changing religious affiliations, shifts in family values, societal shifts, and a growing secular trend contribute to fewer worshippers, leading to reduced financial support for affiliated schools. In essence, the financial health of the diocese or parish directly impacts the school. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-39fbb2c3a291b2a20f1aa84f4cfcca21" id="h-declining-birth-rates-and-more-competition" style="color:#008732"><strong>Declining Birth Rates and More Competition</strong></h2> <p>All schools are grappling with a shrinking pool of potential students at all levels and Catholic high schools are no exception. And the rise of public and charter schools has heightened competition for enrollment. Families may be drawn to alternative educational options that offer comparable quality at a lower cost or provide additional perks, such as robust athletic and music programs. </p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-fc57af558b5fbcd2c5016bb55f3d299c" id="h-shifts-in-neighborhood-demographics" style="color:#008732"><strong>Shifts in Neighborhood Demographics</strong></h2> <p>Demographic changes around Catholic high schools are influenced by broader societal trends. Factors such as gentrification, economic fluctuations, migration patterns, cultural diversity, education policies, housing dynamics, community development initiatives, and generational shifts have impacted the composition of neighborhoods all over the country. Subsequently, some schools have seen those changes having an impact on the student population at Catholic schools. </p> <p>A lot is going on and it’s heartbreaking for not only the larger private school network but for local churches and the religious community as well. In the face of these challenges, Catholic schools must adapt, innovate, and collaborate to ensure the continued success and sustainability of Catholic education. It’s a larger issue that will take a lot of creativity and innovation but it’s important to note that these institutions are essential to shaping the future of students and communities. </p> <div class="wp-block-essential-blocks-infobox"><div class="eb-parent-wrapper eb-parent-eb-infobox-ewbm1 "><div class="eb-infobox-ewbm1 eb-infobox-wrapper"><div class="infobox-wrapper-inner"><div class="icon-img-wrapper"><div class="eb-icon number-or-icon"><i icon="fab fa-searchengin" class="fab fa-searchengin eb-infobox-icon-data-selector"></i></div></div><div class="contents-wrapper"><h2 class="title">Is Your School Experiencing These Ripple Effects?</h2><p class="description">Our team can partner with you to expand your digital footprint and connect with searching parents.</p><div class="eb-infobox-btn-wrapper"><a href="https://lizdiscovery.youcanbook.me" target="_blank" rel="noopener noreferrer" class="infobox-btn ">Book a Strategy Call</a></div></div></div></div></div></div><p>The post <a href="https://www.truthtree.com/challenges-in-catholic-education-enrollment-decline/">Navigating Challenges in Catholic Education: A Closer Look at Feeder Schools, Churches, and Enrollment Decline</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> <item> <title>School Marketing in the Age of Voice Search: Strategies for SEO & Ads</title> <link>https://www.truthtree.com/schools-using-voice-search-for-seo-and-ads/</link> <dc:creator><![CDATA[missy]]></dc:creator> <pubDate>Mon, 29 Jan 2024 13:00:00 +0000</pubDate> <category><![CDATA[Advice]]></category> <category><![CDATA[digital advertising for schools]]></category> <category><![CDATA[digital marketing]]></category> <category><![CDATA[google ads]]></category> <category><![CDATA[private school marketing]]></category> <category><![CDATA[school marketing]]></category> <guid isPermaLink="false">https://www.truthtree.com/?p=25870</guid> <description><![CDATA[<p>Your school can reach more searching parents by including common voice search phrases in ad keywords and website content. By leveraging the entire search phrase, your school could secure more ad delivery and better placement in the search results. Could these shifts impact your school's enrollment?</p><p>The post <a href="https://www.truthtree.com/schools-using-voice-search-for-seo-and-ads/">School Marketing in the Age of Voice Search: Strategies for SEO & Ads</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></description> <content:encoded><![CDATA[<p>by <strong><a href="https://www.truthtree.com/team/lael-kittle/" target="_blank" rel="noreferrer noopener">Lael Kittle</a></strong>, <em>Lead SEO Specialist</em>, <a href="https://www.truthtree.com/" target="_blank" rel="noreferrer noopener">Truth Tree</a></p> <p><a href="https://en.wikipedia.org/wiki/Voice_search" target="_blank" rel="noreferrer noopener">Voice search</a> has become an integral part of the modern parent experience. This blog explores the significance of voice search for private schools in their advertising and search engine optimization (SEO) strategies. We’ll cover its growing popularity and share how to harness it for better results.</p> <div class="wp-block-essential-blocks-testimonial"><div class="eb-parent-wrapper eb-parent-eb-testimonial-n95hb "><div class="eb-testimonial-wrapper eb-testimonial-n95hb layout-preset-1" data-id="eb-testimonial-n95hb"><div class="eb-testimonial-container"><div class="eb-avatar-container avatar-inline "><div class="image-container"><div class="eb-avatar-style"></div></div><div class="eb-userinfo-container"><p class="eb-testimonial-username">Lael Kittle, <em>Lead SEO Marketing Specialist</em><br>Truth Tree</p><p class="eb-testimonial-company"></p></div></div><div class="eb-description-container"><p class="eb-testimonial-description">“<strong>Voice search is not merely a trend. It’s a force marketers should be using.</strong>“</p></div></div></div></div></div> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-609758e3867864dd23113836cfa22430" id="h-what-is-a-voice-search" style="color:#008732"><strong>What is a voice search?</strong></h2> <p>A voice search is any search someone makes when speaking to virtual assistants like Siri, Google, Cortana, Alexa, etc. </p> <p>Someone might, for example, ask their phone, “When is the next Taylor Swift album coming out?”</p> <p>The alternative to voice searching that question is typing it into a search engine. The average person has a typing speed of <a href="https://www.typingpal.com/en/documentation/school-edition/pedagogical-resources/typing-speed" target="_blank" rel="noreferrer noopener">40 words per minute</a> which means it would take most people 13.5 seconds to type out. Over time, we’ve learned to type fewer words to shave away seconds. Instead, they might type “New Taylor Swift album”.</p> <p>Typically, most advertising agencies target the typed keywords (and not voice search keywords) since that search behavior has existed since the first search engine.</p> <p>So why does voice search matter?</p> <ul><li>There are over <a href="https://www.synup.com/voice-search-statistics#:~:text=As%20of%202023%2C%20there%20are,mobile%20and%20voice%20search%20devices." target="_blank" rel="noreferrer noopener">1 billion voice searches</a> every month.</li> <li>Having the full voice search phrase or question as a keyword gives you a better chance at the ad displaying and/or a higher SEO rank than a shorter keyword.</li> <li>Most website makers/advertisers are not utilizing it.</li> <li>If you’re already running ads, it’s free! The ads are already running; you’re increasing your keywords to reach more parents.</li></ul> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-1acc8d61025824b6a6089a420eafbbaa" id="h-how-do-i-determine-which-voice-search-keywords-to-target" style="color:#008732"><strong>How Do I Determine Which Voice Search Keywords to Target?</strong></h2> <p>First, start by understanding how users are searching for a school via typed keywords. There are several ways you can find this information. The easiest is starting a search on Google. It will provide suggestions for similar searches or content being searched for by similar audiences.</p> <figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="765" height="568" src="https://www.truthtree.com/wp-content/uploads/2024/01/Image-1-Google-Search-Results.png" alt="A google search for "private schools near me" to showcase the suggested searches that are similar and popular" class="wp-image-25871" srcset="https://www.truthtree.com/wp-content/uploads/2024/01/Image-1-Google-Search-Results.png 765w, https://www.truthtree.com/wp-content/uploads/2024/01/Image-1-Google-Search-Results-300x223.png 300w" sizes="(max-width: 765px) 100vw, 765px" /></figure> <p>If the search is a question, Google will populate a “People also ask” section. This will show more long-form search terms that someone would be more likely to use in voice searches.</p> <figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="747" height="314" src="https://www.truthtree.com/wp-content/uploads/2024/01/Image-2-Google-Search-Results-2.png" alt="A screenshot showing the "people also ask" section within Google search results to showcase the popular voice-searched questions related to the original search" class="wp-image-25872" srcset="https://www.truthtree.com/wp-content/uploads/2024/01/Image-2-Google-Search-Results-2.png 747w, https://www.truthtree.com/wp-content/uploads/2024/01/Image-2-Google-Search-Results-2-300x126.png 300w" sizes="(max-width: 747px) 100vw, 747px" /></figure> <p>Brainstorm and ask yourself what you would verbally search to find a school.</p> <ul><li>Private schools located in [your city]</li> <li>What private schools are near me?</li> <li>What private schools are around me?</li> <li>What private middle schools are in the area?</li> <li>How to register for a private school tour?</li> <li>How do I apply for a private school?</li> <li>What are the benefits of a private school?</li></ul> <div style="height:9px" aria-hidden="true" class="wp-block-spacer"></div> <div class="wp-block-media-text is-stacked-on-mobile" style="grid-template-columns:54% auto"><figure class="wp-block-media-text__media"><img loading="lazy" decoding="async" width="425" height="379" src="https://www.truthtree.com/wp-content/uploads/2024/01/Image-3-Ahrefs-Keyword-Traffic-1.png" alt="A screenshot of Ahrefs keyword ideas relating to private schools" class="wp-image-25874 size-full" srcset="https://www.truthtree.com/wp-content/uploads/2024/01/Image-3-Ahrefs-Keyword-Traffic-1.png 425w, https://www.truthtree.com/wp-content/uploads/2024/01/Image-3-Ahrefs-Keyword-Traffic-1-300x268.png 300w" sizes="(max-width: 425px) 100vw, 425px" /></figure><div class="wp-block-media-text__content"><p>Another way to determine search terms is to use a keyword research engine, such as <a href="https://ahrefs.com/" target="_blank" rel="noreferrer noopener">Ahrefs</a> or <a href="https://www.semrush.com/" target="_blank" rel="noreferrer noopener">SEMrush</a>. You can enter any search term that will provide similar keywords or phrases, including any long-form keywords. While these services are paid, some allow a single website and a limited number of keywords to be analyzed for free.</p></div></div> <div style="height:31px" aria-hidden="true" class="wp-block-spacer"></div> <div style="height:0px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-668565b14ee325799a37a9f168a9b02d" id="h-how-does-voice-search-work-for-google-ads" style="color:#008732"><strong>How does voice search work for Google ads?</strong></h2> <p>Easy: Throw the voice search terms into your keywords. You can pause or remove them if they perform poorly. <a href="https://www.truthtree.com/google-ads-mistakes-schools-make-for-marketing/" target="_blank" rel="noreferrer noopener">Google ads</a> track keyword performance incredibly well, making it easy to see if the keyword is worth keeping.</p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-ff635a3ddfea7eb40c7539440704c4bb" id="h-how-does-voice-search-work-for-seo" style="color:#008732"><strong>How does voice search work for SEO?</strong></h2> <p>Due to the strict character limit of titles/meta descriptions/alt text, etc., you want the keywords you target to be the most optimized and highest searched.</p> <p>You don’t want to put “How to get into a private school in Houston, Texas” as a keyword due to its length in your limited space. However, if that is a common search, the keyword “Private school in Houston, Texas,” is a great one to target instead.</p> <p>Using a service such as Ahrefs or SEMrush will give you an estimated volume on these keywords, giving you another valuable tool to get the right keywords.</p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-9701259965db7f77de70cbd152f4fbe0" id="h-so-do-voice-searches-not-matter-for-seo" style="color:#008732"><strong>So, do voice searches not matter for SEO?</strong></h2> <p>The exact opposite! However, instead of trying to fit common voice search phrases into your titles, meta descriptions, and alt text, you want to work them into the content on the page.</p> <p>With any Google search, you’re likely to find many “how to” pages linked in the results. Why? Because that is what people search for, especially with voice searches. You’ll see the phrase “how to” repeated on most, if not all, of those pages.</p> <p>You want to ensure the content on your page has written text that matches what a searching parent might ask their phone or virtual assistant. Even a few long-form keywords on the front page flag Google that “our website answers the question people are asking.”</p> <p>Still trying to figure out what to use? Follow the age-old questions:</p> <ul><li>Who?</li> <li>What?</li> <li>When?</li> <li>Where?</li> <li>Why?</li></ul> <p>Examples:</p> <ul><li>Who is the best Catholic school near me?</li> <li>What are the benefits of a private school education?</li> <li>When are private school open houses?</li> <li>Where is the best private school near me?</li> <li>Why are private schools better than public schools?</li> <li>How to get my kid into private school</li> <li>How can I afford private school? <- if you have financial aid or are promoting scholarships.</li> <li>Are there public school alternatives near me?</li> <li>What is an Episcopal school?</li> <li>What private schools are still accepting 2024 applications?</li> <li>How to apply for private school scholarships</li> <li>Find the closest private school to me.</li> <li>Where can I view nearby private schools?</li></ul> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-5c816d21dfb0e7c957fda64a51426d40" id="h-note-not-everyone-uses-voice-search" style="color:#008732"><strong>Note: Not everyone uses voice search!</strong></h2> <p>Schools each have unique audiences, and some are more prone to use voice for a search than others. While some long keywords may work for some schools, others may not.</p> <p>It would be similar to how some display placements work well for some schools but not others. Different audiences need different targeting.</p> <p>Millennials are currently the most likely to use voice searches, so schools that serve students in PreK-8th grade would have the most benefit from this expansion.</p> <h2 class="wp-block-heading has-text-color has-link-color wp-elements-fc082fcc6795e68fa4b514475fe9a2f4" id="h-so-should-i-delete-short-keywords" style="color:#008732"><strong>So, should I delete short keywords?</strong></h2> <p>Absolutely not! Short keywords will always be the most important since they can bid on typed and voice searches. The advantage of having the entire question as a long keyword can help boost that ad and/or <a href="https://www.truthtree.com/top-5-search-engine-optimization-seo-tips-for-school-websites/" target="_blank" rel="noreferrer noopener">SEO ranking</a> to more prospective parents.</p> <p>Voice search is not merely a trend. It’s a force marketers should be using. While short keywords remain fundamental, integrating voice search queries into advertising and SEO strategies enhances visibility and caters to evolving user preferences.</p> <div class="wp-block-essential-blocks-infobox"><div class="eb-parent-wrapper eb-parent-eb-infobox-ewbm1 "><div class="eb-infobox-ewbm1 eb-infobox-wrapper"><div class="infobox-wrapper-inner"><div class="icon-img-wrapper"><div class="eb-icon number-or-icon"><i icon="fab fa-searchengin" class="fab fa-searchengin eb-infobox-icon-data-selector"></i></div></div><div class="contents-wrapper"><h2 class="title">How Optimized is your School’s Website?</h2><p class="description">Do you have questions about your school’s SEO? Are you feeling lost about keywords in general? Would having a team of digital marketing experts help your school reach more parents? <a href="https://lizdiscovery.youcanbook.me" target="_blank" rel="noreferrer noopener">Let’s get started</a>.</p><div class="eb-infobox-btn-wrapper"><a href="https://lizdiscovery.youcanbook.me" target="_blank" rel="noopener noreferrer" class="infobox-btn ">Book a Strategy Call</a></div></div></div></div></div></div> <p></p><p>The post <a href="https://www.truthtree.com/schools-using-voice-search-for-seo-and-ads/">School Marketing in the Age of Voice Search: Strategies for SEO & Ads</a> appeared first on <a href="https://www.truthtree.com">Truth Tree</a>.</p>]]></content:encoded> </item> </channel></rss> If you would like to create a banner that links to this page (i.e. this validation result), do the following:
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