Marketing to schools is no easy feat… it takes careful approach, professional marketing and a really good product to be successful! With our top tips you’ll be on the right track to marketing your product/service into schools successfully.
Choose the right schools and departments
You need to identify your prime audience. It’s no good saying your audience is just ‘schools’.
What level of education? What department? Is there a particular location you supply to? What age range is your product/service aimed at?
By putting together a really targeted audience group for your product/service, you’ll then be able to segment them into mailing lists, meaning you can make sure what you’re sending them is bespoke to their needs.
Getting this right is an important first step for a successful campaign.
Create your marketing campaign
Regardless of what method you choose to market to your prospective clients, you need to get your content spot on. Whether that be via email, telemarketing, mail or face-to-face.
Send the wrong message, have a poor design or confuse your audience, and you’ll lose their interest within seconds.
So, the next step is to create your marketing campaign. Easy, right?
Just a few things to get you started:
- Think about the main purpose of your campaign and use this to create your content
- Think about the benefits your product/service can offer them and make this your focus
- Think about what you’re offering – could you give them something for free, a free trial perhaps?
Email marketing is usually the quickest, simplest and most cost-effective way to approach schools. It’s also really fast-paced, so you only have about 8 seconds to grab their attention and keep it!
Clear, well written copy and eye-catching, engaging email designs will help you tick those boxes.
Test, test and test again!
Our experience of marketing to schools means we have a lot of advice to share with you – like when the best time to send your email is, and how long your subject line should be, but it’s important to remember that every campaign is different, just like every reader is different.
What works well for one campaign may not work so well for another. Email engagement rates can vary depending on many things such as the time of year – check out a recent blog piece we did on the best times of year to sell to schools.
A/B testing is the only way to know for sure what works. Don’t worry though, it’s not as scary as it sounds. Plus, if you already have a good Customer Relationship Management (CRM) System, they often have a really simple way to conduct an A/B test as well as all the analytics to go with it.
After all the work you’ve put into creating a brilliant campaign, make sure you don’t fall at the last hurdle. Before you send your campaign, it’s important to know what you’re going to do next.
A basic ‘next steps’ plan is a must. It can be as simple as some notes and dates on a spreadsheet. You should be thinking about things such as:
- How to follow up
- What information will be most useful for them next
- How to continue driving leads
This sort of simple plan will help you to build important relationships with decision makers and ensure you’re at the forefront of their mind when it comes to making a purchasing decision.
Last but never least… Analyse!
You should always review the success of your campaigns. Track key analytics such as email open rates, click through rates (CTRs), social media engagement and, the big one, revenue generated.
Use these analytics to plan and develop your future campaigns. Figure out what worked and build on it. And don’t forget, you can learn from those things that perhaps didn’t work so well.
And that’s it – five really simple steps to help you get in front of the right people and get that all-important sale.