Online Marketing for Christian Schools Core Clarity What is the - - PowerPoint PPT Presentation

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online marketing for christian schools core clarity
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Online Marketing for Christian Schools Core Clarity What is the - - PowerPoint PPT Presentation

Dec 13, 2022 312 likes •563 views

Online Marketing for Christian Schools Core Clarity What is the role of your schools website, email, and social media? How can you optimize these tools to get the most effective marketing? List on an index card: your name the name of your

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Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing? List on an index card: your name the name of your school your school’s website

Core Clarity

Trailblazer

Marketing Ideas

Informal Open House weekly event utilize volunteers promote online ‘burma shave’ signage Re-Enrollment Strategy assumptive re-enrollment escalating fees registration reception Word-of-Mouth Strategy promoters reception how to refer what to listen for

Marketing Ideas

Informal Open House weekly event utilize volunteers promote online ‘burma shave’ signage Re-Enrollment Strategies assumptive re-enrollment escalating fees registration reception Word-of-Mouth Strategies promoters reception how to refer what to listen for

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Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

ONLINE MARKETING GOALS

PRIMARY GOAL: Get them in the building!

  • Push “Call or Visit” not “Email Us”
  • Use Information as a Hook.

SECONDARY GOAL: Pre-sell the undecided.

  • Don’t assume they are sold on Christian education.

INTERNET MARKETING INTERNET MARKETING

TIP #1: Don’t give them a reason to say no. TIP #2: Don’t give them a reason to stay home. STRATEGY: Use two different sites:

  • 1. Prospective Families - generating leads
  • 2. Current Families - customer service

Drip Marketing / AutoResponders

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Story Graphic

TWO AUDIENCES

“I’m committed to Christian education and I’m looking for the best school for my child.”

TWO AUDIENCES

“I’m committed to Christian education and I’m looking for the best school for my child.” “I’m dissatisfied with my child’s current educational setting and I’m looking for something different.”

Don’t judge a book by its cover?

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photos of websites photos of websites photos of websites photos of websites

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photos of websites photos of websites

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Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

Search Engine Optimization (SEO) User Experience (UX) Content Marketing (CM) Social Media & Google Places Email Marketing / Drip Campaigns

Search Engine Optimization (SEO)

Accessibility Keywords Robots.txt Indexability Indexing Sitemap On-Page Ranking URL Structure Page Content Off-Page Ranking Popularity & Trust Backlink Profile

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Keyword Planning

Tools: Google Keyword Planner (free) + Screaming Frog (free download) 
 Determine your keywords:

Keyword Planning

Tools: Google Keyword Planner (free) + Screaming Frog (free download) Search Engine Indicators: #1 = Page Title (70 character limit)

  • home page: school name + descriptor
  • interior pages: content description + keyword inclusion
  • answer search queries (Google = keywords, User = descriptors)

#2 = Meta Description (156 character limit) #3 = H1, H2, H3 (Headers within the page code) #4 = Alt-images (image descriptions within the page code)

Screaming Frog Robots.txt

Tells search engine spiders which pages to index. TEST: www.yourschoolsite.com/robots.txt

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Search Engine Optimization (SEO)

Accessibility Keywords Robots.txt Indexability Indexing Sitemap On-Page Ranking URL Structure Page Content Off-Page Ranking Popularity & Trust Backlink Profile

Search Engine Optimization (SEO)

Accessibility Keywords Robots.txt Indexability Indexing Sitemap On-Page Ranking URL Structure Page Content Off-Page Ranking Popularity & Trust Backlink Profile

Indexability

Tools: Google Webmaster Tools (free) TEST: site:yourdomain.com (will list all the pages that have been indexed) CREATE: add a sitemap file to your school site using Google Webmaster Tools

Search Engine Optimization (SEO)

Accessibility Keywords Robots.txt Indexability Indexing Sitemap On-Page Ranking URL Structure Page Content Off-Page Ranking Popularity & Trust Backlink Profile

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Search Engine Optimization (SEO)

Accessibility Keywords Robots.txt Indexability Indexing Sitemap On-Page Ranking URL Structure Page Content Off-Page Ranking Popularity & Trust Backlink Profile

On-Page Ranking

URL Structure:

  • short, relevant URL’s (www.schoolname.com/elementary)
  • no duplicates (URL’s are case-sensitive)

Page Content:

  • 2-3 keywords embedded in content
  • headers & page breaks

Search Engine Optimization (SEO)

Accessibility Keywords Robots.txt Indexability Indexing Sitemap On-Page Ranking URL Structure Page Content Off-Page Ranking Popularity & Trust Backlink Profile

Search Engine Optimization (SEO)

Accessibility Keywords Robots.txt Indexability Indexing Sitemap On-Page Ranking URL Structure Page Content Off-Page Ranking Popularity & Trust Backlink Profile

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Off-Page Ranking

Tools: Open Site Explorer (free) & Alexa (free trial, but then monthly fee) Backlink Profile: Open Site Explorer will show you incoming links.

  • get other reputable sources to link to your school’s website
  • compare your score to your competitors to see where you stand

Search Engine Optimization (SEO)

Accessibility Keywords Robots.txt Indexability Indexing Sitemap On-Page Ranking URL Structure Page Content Off-Page Ranking Popularity & Trust Backlink Profile

Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

Search Engine Optimization (SEO) User Experience (UX) Content Marketing (CM) Social Media & Google Places Email Marketing / Drip Campaigns

User Experience (UX)

Usability Testing peek.usertesting.com Form Fields clearly labeled success message what to expect next Call-to-Action (CTA) above page-fold

  • n every page

clear message Responsive Design mobile devices hamburger menu Social Media Integration social share buttons keep visitors on the site

*EMPATHY*

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User Experience (UX)

Usability Testing peek.usertesting.com Form Fields clearly labeled success message what to expect next Call-to-Action (CTA) above page-fold

  • n every page

clear message Responsive Design mobile devices hamburger menu Social Media Integration social share buttons keep visitors on the site

*EMPATHY*

User Experience (UX)

On an index card, write the name of your school and your school’s web address.

User Experience (UX)

Imagine you are a prospective parent looking for a private school. You searched “private schools near me” on Google, found this link, and clicked on it. Answer these five questions: What do you like about the site? What’s the first thing you want to click on? What frustrates you about the site as a user? What is your overall impression? What kind of device are you viewing it on?

Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

Search Engine Optimization (SEO) User Experience (UX) Content Marketing (CM) Social Media & Google Places Email Marketing / Drip Campaigns

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Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

Search Engine Optimization (SEO) User Experience (UX) Content Marketing (CM) Social Media & Google Places Email Marketing / Drip Campaigns

Content Management (CM)

Marketing make the case for Christian education & your school don’t assume enrollment! Layout quality images
 (no stock photos) clear navigation content easy to read Blog/News Feed dynamic site (changing) Work the Long Tail answer questions people are searching for Voice like a Mom blog, not Wikipedia page

*REAL PERSON*

Content Management (CM)

Marketing make the case for Christian education & your school don’t assume enrollment! Layout quality images
 (no stock photos) clear navigation content easy to read Blog/News Feed dynamic site (changing) Work the Long Tail answer questions people are searching for Voice like a Mom blog, not Wikipedia page

*REAL PERSON*

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Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

Search Engine Optimization (SEO) User Experience (UX) Content Marketing (CM) Social Media & Google Places Email Marketing / Drip Campaigns

Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

Search Engine Optimization (SEO) User Experience (UX) Content Marketing (CM) Social Media & Google Places Email Marketing / Drip Campaigns

Google Places & Social Media

Youtube content live broadcasts Instagram content advertising (linked to FB) Google Places do you have one? get reviews Twitter custom hashtags Facebook content advertising Snapchat geofencing custom branding

*SOCIAL MEDIA TASK FORCE*

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Facebook Reviews

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Facebook Events Request an Information Packet Facebook Check-ins Facebook Post - Tagging

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Facebook Post - Shares Facebook Post - Promoted Post Facebook Post - Promoted Post Facebook Advertising

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Facebook Advertising Facebook Live Social Media Task Force

Facebook Secret Group

Google Places & Social Media

Youtube content live broadcasts Instagram content advertising (linked to FB) Google Places do you have one? get reviews Twitter custom hashtags Facebook content advertising Snapchat geofencing custom branding

*SOCIAL MEDIA TASK FORCE*

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Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

Search Engine Optimization (SEO) User Experience (UX) Content Marketing (CM) Social Media & Google Places Email Marketing / Drip Campaigns

Contact Capture Form Welcome Email Autoresponders

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Autoresponders Autoresponders Event Marketing Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

Search Engine Optimization (SEO) User Experience (UX) Content Marketing (CM) Social Media & Google Places Email Marketing / Drip Campaigns

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Online Marketing for Christian Schools

What is the role of your school’s website, email, and social media? How can you optimize these tools to get the most effective marketing?

Search Engine Optimization (SEO) User Experience (UX) Content Marketing (CM) Social Media & Google Places Email Marketing / Drip Campaigns

Resources

Website Optimizing SEO, UX done for you keyword planning setup Marketing Essentials for Christian Schools 6 online sessions (on-demand) monthly Q&A webinar (live) Email Marketing turn-key customized drip campaign 10 emails + contact form

email me for pricing & details jimmckenzie@trsonline.org

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Resources

Website Optimizing SEO, UX done for you keyword planning setup Marketing Essentials for Christian Schools 6 online sessions (on-demand) monthly Q&A webinar (live) Email Marketing turn-key customized drip campaign 10 emails + contact form

email me for pricing & details jimmckenzie@trsonline.org

A parting gift for you… Leave your address in the comments of my VLC post on my website and I will send you a free copy of this book…

  • n one condition…

You must read it and email me your thoughts when you are finished.

jcmckenzie.com