Digital market is capturing the traditional market in every business; and pharmaceutical industry is the next frontier. This industry has always been stunted with regulatory restrictions as it is dealing directly consumers life and health. Companies in this business hardly get to interact with the end users of the product as the patients who entirely depend on the health care provider’s medical knowledge and advice.
But now this is not the case since digital marketing has entered into each and every business in the world. Patients with the increased usage of smart phones are becoming more and more digital savvy. Soon the line between the Pharma companies and the patients will be quite blurred. Companies which are charting out futuristic growth are undoubtedly targeting the entry of digital marketing in their marketing growth.
Listed below are some points to be considered while switching to digital marketing for Pharmaceutical Companies
What is content marketing? It is one of the tools of digital marketing which involves creating and sharing videos, blogs as posts on social media platforms. It is not intended to promote a particular brand or product but to stimulate interest in similar products and interests. Social media is an essential part of digital marketing wherein content related to your product and business are shared as posts on various social medial options. Likewise Pharma companies can share information regarding their medicines which are capable of curing certain diseases. Engage a well known expert in the field of medicine who can write blogs on your behalf mentioning details about your medicines. The content which they write will be read and trusted by the readers as they are renowned personalities in the field.
Further to content writing the next thing which you can take in your list is blog writing. Post blogs related to health issues and remedies regularly on your website. The bloggers you choose should be known people in the field or who have some position in the medical field. More and more people are getting health conscious due to increasing health issues across the globe. Hence such blogs will definitely gain attention of your visitors. Along with the posts you can advertise your product which is in conformance with the topic of your blog. This will help people to relate to your product more easily. Short videos of satisfied customers and celebrities who have proved to be satisfied users will help you gain more recognition as a seller of good products
3. Website a must
First and the foremost thing is a well-designed and user friendly website. This will be more visited by consulting doctors, physicians etc. So you need to ensure that the details on the website are correct and updated regularly. Contact details and upcoming and high selling products should be flashed on your website front page in order to grab quick attention. Videos showing the usage and side effects of the medicines should also be included as it becomes easier for anyone to understand whether to consume the drug or not. Most important thing is the list of chemists city wise to be included so that the people looking for them can easily purchase the medicines.
4. Partner up
There are small companies coming in who are having their own personalised mobile apps where you can order medicines of almost all well known pharmacies. They also provide you additional discounts if your order crosses certain amount. It is a very convenient way to order as the medicines are delivered at your door step even without delivery charges at times. This option of digital marketing is getting very popular among the aged people who are not able to visit the stores personally due to health issues. Partnering up also means combined marketing and publicity. Both of you can advertise your company on your respective social media channels and websites which will enable you to get more and more recognition and in turn sales.
5. Search Engine Optimisation
SEO can be considered the most important tool of digital marketing. With our content in place we need to focus to perform better day by day on the SEO front. A digital marketing expert is the best person to guide you in this and would rather say do the job well. Content marketing and SEO go hand in hand and one cannot survive without the other. Good work done in creating good content will be paid off on the SEO front. SEO is the process of getting more and more traffic to your website with the help of organic search engine results. A digital marketer knows how to use this feature to the optimum to rank your website higher on the Google Page. Doctors, health experts, patients when search for certain words which are a part of your content which makes your website more noticeable on the Google page.
6. Online reputation
Google rules the internet across the world. 8 out of 10 people tend to search for information before buying or booking any kind of service on the internet. Once the search is done next are the reviews of the product they look for. Reviews definitely affect the purchase decision of any consumer and pharmaceutical companies are very much prone to negative publicity as they are dealing with a very delicate and crucial part of human life which is health and well being. So what you are online is who you will be in the minds of most of the people. Hence just concentration on branded keywords is not enough you should be looking for negative keywords as well in order to see that your online reputation is not harmed. Once these negative keywords are identified create a positive content in order to overcome it in order to avoid further damage to the brand image.
Chatbots are a very famous option of digital marketing. It is a piece of software that conducts a conversation with a visitor with the help of textual methods. Chatbots are a part of your website in order to guide the visitor for any query or concern. It is a popular technology innovation which is sounding to be more and more human due to increased usage and development in the field. They communicate directly with consumers, doctors or medical representatives to guide them about your product and how to use them. Chatbots can be used as virtual nurses who help the patients to maintain their prescriptions, book appointments with the doctor and even use as sending alerts when they need to take medication. It is a very useful tool as it resolves any concern immediately and the visitors are happy as their concerns are answered right away
8.Social media bee
Social media is ruling the digital marketing world and you cannot escape from it either if you intend to be a successful business company. More and more usage of smart phones is resulting in more and more internet addiction. No business can survive in today’s world without its presence on the internet. Since you have your website in place you need to start a social media account and channel on Facebook and YouTube in order to make your presence feel and gain attention. Regular posts / blogs on health and product related information should be uploaded on these platforms. Earlier such articles didn’t used to gain attention but since the health related issues are increasing people find these posts interesting and do like and share them further. But the most important part is that you need to abide by the rules and regulations imposed on the Pharmaceutical industry as any breach will lead to serious implications harming your branch image. So make sure you don’t invite any unwanted trouble!
9. Be Multilingual
To understand medicinal language and composition is not every ones cup of tea. So the language you use should be easy and simple and able to convey the actual information effectively and easily. Next thing which you need to imply is to post your content in multiple languages as most of information comes in English language only which everybody is not able to relate to or understand easily. So in order to make your work more effective use different languages in your posts. However to use multilingual strategy to its full potential; it is not just enough to just translate the content in various languages. You need to develop a process of messaging specifically to various markets keeping in mind their desires, challenges and life style in mind. This use of posts in multi-language can be region specific in order to make easier to implement and cover masses belonging to the same region.
We hope that the above mentioned industry specific tips will be helpful to make your digital presence felt. Implementing digital marketing in Pharma industry has the potential to change the face of the industry. A strong digital marketing strategy will help you survive and stand out in the cut throat competition. You just need to be ready to accept the change and plan a mix of traditional and digital marketing action plan for your Company.
Fitness industry is gaining more and more importance due increased health awareness for wellness among people. It is a varied term now and not limited to just going to the Fitness. It is expanded to watching videos at home and exercising, installing mobile applications etc., uploading videos on YouTube on various topics related to health and fitness. Thanks to technological development that it is easy for the masses to have access to this fast developing world of health and fitness.
Whether you are owning a small gym or a large chain of gyms, marketing your fitness club is very important part of running your business successfully. Actually for this industry word of mouth has found to be very beneficial as people tend to speak about their good results in weight gain and loss both; and if you have delivered good results then the other person will immediately ask the name of the Fitness he/she has been going to.
Below listed are some tips for developing an effective digital marketing tips for fitness industry
1. User friendly website
First step towards digital marketing is to get good designed, attractive and user friendly website. Since you are into Health and Fitness business your website should be attractive in order to attract the attention of the visitor. Website should be simple to navigate, club locations should be on the first page and it should have presence in search engines. Although creating a website on your own is not an easy task and paying someone in the initial stage of the business turns out to be costly. However using digital tools to create a website on your own may not give desired results as engaging a digital marketing expert may turn out to be expensive initially but the results you want will pay off. Flashing promotional marketing campaigns with an easy sign up option will lead to good amount of inquiries and later closed business.
2. Using local SEO
This is the most cost effective and result oriented option. We have often found people looking for Gyms near my area, best gyms in (Name of City), fitness clubs near me, etc. These are the keywords used in local search engines to give you a high ranking on the Google search results. Ensure you use these local keywords in your content. Name, address and phone number should be part of your website to get good results on leads. Using local citation is also very beneficial. It is a combination of your website address, phone number and address as part and result of SEO. These local citations also have an option to review and give ratings to your services which gives an added advantage to get more inquiries and customers. If you have multiple branches then create a dedicated page for each branch with the city names. You can also go deeper in your descriptions mentioning multiple landmarks to identify the gym’s surrounding area. These descriptions will not only prove to be a good opportunity to advertise your club but also to provide a good way to help your search engines rank higher on GOOGLE.
3. Track your performance
Once the job work of marketing is planned and implemented by the digital marketer, next step is to check the performance. Online marketing gives you loads of options to market your GYM on different social media channels like Facebook, YouTube, Instagram, Twitter etc. It is not necessary to use one and all the platforms together. Doing so might not give you desired results as you may be Jack of all trades and master of none. Hence it is better to excel in some more well-known and followed options rather than getting average results in all parameters. Use of Google Analytics helps you monitor your results on different areas. You may need some assistance from an expert to figure out the same. Once you set up a goal; attach utm tag (snippets of code) to each link you send on social media platforms, newsletter etc. You can build UTM tags by simply naming the campaign, the medium and the source. Once this link is sent out and a visitor clicks on it and the goal you have set up on your website, it will reflect in Google Analytics.
Customer’s purchase decision of 21st century is driven by celebrities to a considerable extent. Celebrities endorsing your fitness club through videos, small clips on whats app,Facebook etc creates a good impression in the mind of inquirers. Videos where these celebrities are doing exercise in your GYM, photos on different channels should to be a part of your digital marketing campaign. Another option is to invite well-known people of the fitness world (sports person, film stars etc) to write a blog on your website about your GYM, health benefits of going to GYM, different types of exercises and their benefits etc. Such material is of interest for many viewers and people are often found striving hard to regularly hit the GYM but are not able to do.
5. Video marketing
Exercising and hitting the GYM regularly is a tough job to follow regularly. People are often found paying yearly subscriptions and then not going the GYM regularly. Videos showing that workouts in your GYM are not boring but are filled with fun. Shooting videos of your existing customer enjoying their workout session, videos showing variance in the session every day with different forms will interest old as well and new members. These videos should be uploaded regularly on all social media channels. Streaming videos of satisfied gym members sharing their weight loss story will help you gain trust and confidence of new members.
6. Mobile app
This is a very well-known option nowadays. Having a mobile app will help your members to not miss their workout session when they are unable to hit the gym and can do guided exercise at home. On the other hand there are people who do not wish to come to the gym but prefer to work out at home. For them mobile app is a very good option. You can earn income by giving options and discount offers on yearly subscriptions to the new members and this will be another source of income for you. Nevertheless, here you need to ensure that the workout sessions are not boring. Variations in every day sessions needs to be incorporated in the app. Fun with exercise should be your motto else soon the subscribers will unsubscribe you and you will lose potential amount of earning.
7. Refer and earn
Your current members can turn into a blessing in disguise for you. Since you are already providing excellent services to your existing members they will be more than happy to refer your GYM to their friends and family. Referral program can be helpful here. You can provide discounts to existing members at the time of their renewal by giving them discounts by referring some new members. This will motivate them since they are getting discounts on yearly fees and you will be getting new members. During slack season you can ask your existing members to invite their friends and family to enroll into your free sessions for a week or so in order to come and experience your services and atmosphere.
8. Team up
Health industry is not limited to hospitals, clinics and gyms, it is a vast field now involving nutrition experts, fitness apparel stores, personal trainers, physical therapists. Team up with them by giving them some incentive on referring inquiries from their existing set of customers and patients. On referring their customers can be offered good discounts on yearly membership. These all are very lucrative offers which can be used to catch the nerve of the prospective customers and get more and more memberships. Both of you can advertise each other on your respective websites and other social media platforms and increase the business; working unitedly
9. Weekly newsletter
Staying connected with old as well as new members through mails will keep you in their mind. Weight loss success stories of members with all other members will make them feel the connect and the person whose story is shared shall feel motivated and happy with your gesture. Those members who have left your GYM may not have unsubscribed you from their mailing list hence receiving mails will make them feel their importance and they may refer you to some more prospects. Free coupons on immediate subscription will attract the eye balls instantly and give you more business. However you must not forget to add a link to unsubscribe your mails just in case the receiver is not happy receiving your mails
It may be that the visitor did not do the final purchase on visiting your website, so you try to target him elsewhere on some other social media platform hoping that he will notice you there and come back to your website for further inquiry and final purchase. But such kind of purchase is not measurable easily. It is been observed that website visitors are more likely to convert into final sale than other prospects. You can create remarketing ads for people who visited your pricing page with content that offers a promotion only if applied online. This may lead to more membership’s .Hence in this way you can measure the success ratio easily and accordingly plan your future marketing strategies
Finally to summarise fitness world is undergoing constant change and facing increased competition. With digital marketing coming into picture things have become easier to reach the masses at the same time provided we use the technology effectively.
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Insurance industry holds a very important place in the world of uncertainty today. Let us first understand the definition of the word “INSURANCE”
Insurance Companies are the ones who offer risk coverage against various types of uncertainties in the form of a contract between the insurer and the insured. The insurer undertakes to make good the loss of the insured against a small amount of money which the insured pays to the insurer which is termed as PREMIUM on regular basis. The amount paid by the insurer is guaranteed in case all the terms and conditions agreed upon at the time of signing the insurance contract is are fulfilled.
As an industry it is at a growing state as still many businessmen, individuals etc are not aware about the benefits of and the concept of insurance. Out of the lot the customer who know about insurance are aware about the benefits of insurance and they have all the information on their fingertips. Before making any decision they do lot of research, read reviews, visit websites etc. Hence it is inevitable for the insurance companies to adapt this changing funnel and remain in touch with the customers at every stage of the customer’s journey of insurance right from the purchase of the policy to claim settlements in case it arises.
Below listed are some tips to increase your business with the help of
Digital Marketing for Insurance Companies
Brand build up
Branding should be designed in a way that it is cohesive on all platforms; both offline and online platforms. It is very crucial to have a uniform and strong brand image on all areas of marketing. Your sales are directly related to your marketing as it creates first impression of your company in the mind of your prospective customers. You need to ensure that your offline and online marketing look is the same. The look should be such that it leaves a good impact in the mind of the researchers. Branding should be attractive to grab the attention of the customers. Key features of your products should be highlighted on both the offline and online marketing platforms.
Performance driven website
Website of any company of any industry is the face of the business. It is the one which leaves an impression on the mind of the visitors. Most of the research work today is done online and websites are the most common tool. You need to ask yourself!! You should ensure that your website is designed in such a way that all the required information is easily available to the first time visitor on his visit to the website. In case of scope of modification, corrections do the same asap. Apart from the website being attractive it should also be easy to navigate and user friendly. Pages should be focused on driving attention and later to inquiries and purchases. Login details can be a part of inquiry which will give u dual benefit; one u can get contact details by keeping one of the mandatory field and further leading it to type of product the customer wants to purchase. Chatbots should definitely be a part of your website; so that some concerns or questions of the customers can be promptly attended. SEO techniques should never be to give better priority to your website
Effective content marketing
Choosing an insurance provider is not an easy; due to varied insurance products and features. Customers do lot of research work before purchasing. The General insurance policies are required to be renewed periodically hence the customers might opt to change the service provider every year due to better features, cheaper premiums, better services etc. Effective content marketing will help you reach wider audience. Effective SEO techniques along with good content will help you to increase organic traffic to your website and help your content rank higher on GOOGLE. Content marketing can be in the form of regular blogs, posts, newsletters which are effective and useful. New developments, updates coming up should be a part of your posts in order to keep your prospective buyers and customers well informed. This will help you to be in mind of your customers whenever they are seeking for a good insurance provider.
Engage people on social media
Social media is considered to be the most popular medium for marketing. Interesting videos conveying message regarding importance of insurance uploaded on the platform will help you grab attention of the users. Videos always convey better than written communication as it is easier to understand the message behind the video and what it wants to convey. Regular posts with current updates on insurance and company’s development should be a part of your marketing plans. You can also include small surveys / quiz in this; in order to create engagement with the viewers. It helps to attract interest of the viewers and invite inquiries.
Advertisement to acquire leads
Paid advertisements are very effective in digital marketing. You have many platforms to advertise your Company and products on social media like Facebook, YouTube, and LinkedIn. Ads when coupled with high performing landing pages will keep the customer interested to research more. These advertisements are designed by experts in the field; to touch the emotion of the viewers which gives recognition to your Company. You can use a particular concept in your advertisements and target a particular age group for life insurance policies and a particular area for general insurance policies. This helps to touch hearts of masses of all groups. These advertisements should be a part of your website also in order to grab the attention of the viewer immediately on visit. The content here again should be displaying the key feature of your Company and its products in an effective manner.
Lead generation through digital media
Digital media gives you so many options to generate lead and different platforms to get in touch with the customers. Your website on the customer’s first visit asks for his contact details wherein the email id will be a part and the contact point for you to get in touch with the lead. Some even have options to feed in contact numbers which help you to get in touch with the customer personally. These options are to be used diligently and smartly as the prospective customer should not feel like a nuisance due to repeated emails or calls. Your first time approach here plays a very crucial role as it will be the one which will create a good or a bad impression about your company or product. Good marketing skills here will be needed and you need to be very careful while choosing your marketing person who will be assigned the task of first time contact with a prospective customer
Large insurance companies are found using Chatbots on their websites to handle large volumes of customer queries every single day. These are found to be helpful both to the customer as well as the agents who are giving quotations to their customers. Chatbots help you answer general queries promptly and you do not have to wait to speak to customer service any more. This is also a cost effective tool since they are data driven and can handle good amount of concerns raised. On the other hand your call centre will get lesser amounts of calls of queries which a Chatbot can handle. Manpower can be utilised for other inquiries which a Chatbot cannot handle. Care definitely needs to be taken what chatbots are handling as there should not be any miscommunication in handling the customers. Any mishap will lead to serious customer service issues, so this area needs to be utilised with utmost care.
Invest in SEO: One who finds you will only contact you
So in order to interact with you; people should be able to find you. Most of the online inquiries begin with search engines. You need to somehow get to the top of the list in the search results. People are found having a tendency to continue their search on the first page of the Google and not moving further to other pages. In order to get a higher ranking then you need to invest in SEO. There are the professionals who help you get desired results. Your website needs to be secured, mobile friendly, having appropriate speed, quality backlinks, optimised images and having good quality content to get good traffic. All this is managed well by SEO experts and trust me your money will be paid off once you see the results.
Pay per click advertising
You have understood the need of SEO and its results. However you need to understand that all search queries do not give high commercial intent and some will be on the lower side. Most of the high intent searches will be covered up by ads and since mobile traffic has outpaced desktop traffic more and more people are clicking on paid ads. If you choose this option you need to make sure you engage with a good Google partner who actually knows what they are doing and what do you expect from them otherwise you will end up wasting your money. Your advertisement again should be effective and showing all the key feature of your company and its product features. It should also show clearly how your company is different from your competitors. Customers mostly are looking for cost saving options in purchasing any type of insurance and getting good value for money and the same should be the focus area of your advertisement in order to grab attention of the masses and invite more and more inquiries
The most popular medium helps you generate traffic to your website. Regular blogs on different topics related to insurance will help you build trust with the customers and also know about your Company. Connect can be built with the help of initial inquiries and concerns raised to be answered promptly will lead to trust building. Content of the blog again should be precise, effective and not too lengthy in order to bind the customer.
To summarise, insurance being a vast field needs continuous up gradation and branding as competition in this industry is increasing day by day as lots of companies are coming up with more and better products. Here the theory of survival of the fittest will work well and efforts to create a life time relationship with the customers for all his insurance needs will be taken care of.
Global statistics reveal that digital marketing will be reaching another $100 billion in growth in a couple of years. Aerospace industry is engaged in research, development and manufacture of flight vehicles including unpowered gliders and sailplanes, lighter than air craft, air balloons . These products either purchased or leased are not affordable to every person. Hence selling and leasing such products requires excellent marketing tools. Are you the one still using your old ways for marketing your aviation company? If yes then it’s time to change your marketing techniques immediately. You have to stay with the current market trends otherwise you will be lagged behind in the race.
Having mobile presence:
Having a mobile presence is inevitable for any industry now. Mobile friendly websites is a must as people tend to surf more on mobile phones rather then any other electronic device. People do bookings mostly via mobile phones now hence to have a good mobile app or a mobile friendly website is a must. It should be designed in a way that the user is able to surf easily on the mobile and also do the bookings very conveniently. You can also get a mobile aap designed which is the most popular in digital marketing. The app should be designed in a way that it is capable to be installed in all versions of smart phones.
Mobile search optimisation:
Once you are done with the designing of the website and making it user and mobile friendly next thing is to establish accelerated mobile pages. If you are not sure of the same then Google provides a free mobile friendliness tool to test your site’s mobile pages. It should be a personalized experience and the user will search with the help of keywords which will be related to the questions he is having in his mind. Once you are through with the search then you should be able to make out the questions and concern the visitor is having and answering them in the best possible manner. This will lead to more traffic on your website.
Optimise your SEO:
Search Engine Optimisation or as it well known as SEO is a very important element that helps your website to rank higher on relevant searches on GOOGLE,BING etc. The more research the audience does it is more likely that the visitors will be searching to buying, leasing or chartering a jet plane. Your goal should be as to when the visitor searches on the website the content he is looking for will appear on the page with all the relevant information. Website architecture, links to your website, website domain security, content structure are some of the points to be considered at the time of website designing as these are the basis of your SEO results.
Leading pages on the website
Getting visitors on the website is just a beginning. You need to have content such that you keep them engaged so that learn more. This tends to happen when the visitor lands on the first page of the website on his initial search. This page will be leading the visitor to other pages which are deeper into the sales funnel. Thus these pages not only needs to be attractive but also actionable in the sense that the visitor is forced to surf further for more details. A contact form fetching details of the customer can also be a part of this landing page where you get the customer details for future reference. Rates and offers in comparison to other competitors should also be a part of your website.
Optimise your Email Marketing
Once applying your above mentioned landing technique you get to gather a list of email ids. But if this email list is not utilised properly then all the efforts done to collect them will be in vain. The aviation industry is a home to some of the longest sales funnel in the entire economy. To make this happen you need to pay attention to how to optimise your email marketing. If you don’t be at the top of their mind soon you will be out of consideration. You need to first of all BUILD AN EMAIL PLAN as what will be content of the email to interest and satisfy the reader, Segment your email list based on the characteristic such as income, geographic location etc of the customers.. PLAN OUT THE SCHEDULE…..as to when the emails are sent and maintain its regularity and lastly, treat every response email strategically and on priority.
Optimising your jet marketing efforts
Marketing for any high value product is not easy rather it’s all the more challenging. Sale of luxury jet markets is growing faster than before but it is not utilizing the SEO and other social media to the optimum. With a proper comprehensive plan of action combining all the above tips you can increase your sales and presence in the digital market.
Visual content marketing
Buying a private jet and other aerospace services is not every ones cup of tea. It is more of an emotional purchase, a status symbol and opportunity to show off your luxury. You need to encash this feeling to increase your sales. Hence videos, photos which show this emotional connect rather than only simple text. The content should make sense and deliver your core value in a way that your audience appreciates your work. These videos should be shared on all social media platforms regularly and feedback whatsoever received should be collected and answered promptly.
YouTube channel showing tutorial videos of how to use these different aircraft and customer’s videos having fun filled experience will leave a very good impact on the mind of the viewers. Safety measures taken at the time of emergency also should be a part of these videos to create a sense of responsibility in the mind of the audience. Number of subscriptions and likes you get on these videos will help you identify how popular is your channel and services. Also the comments mentioned below the videos should not be neglected. Feedback positive and negative both should be answered without fail.
Identify your audience
Since you are dealing in luxury good you need to identify from where you can target your audience. Which geographic area can you target and what is the basic reason of theirs to buy an aircraft. What are the emotional and rational reasons for the audience to lease your aircraft and last but not the least what does your audience desire and interest beyond this industry. By studying your customer well you will be able to plan your marketing plan accordingly and get good results as knowing your customer is the best marketing plan.
Automated Chat bots
Chatbots are more relevant and in use now in almost all the areas of digital marketing. They are available 24/7 and are feeded with auto answers to their visitors concerns. Best thing about this is they pop up immediately when one visits the website and guide the customer further. They also help in lead generation and once further inquiries are done these Chatbots work as data base to deal with the customer.
Giving a personalized touch in your services works wonders. Once your customer inquiries about your product or service you should never miss to remain in touch with the customer. Calling and explaining the customer, sending mailers with services provided so far, sharing videos of satisfied customers, showing visual demos to the customer etc. These efforts will leave an impact on the customers mind and will make him feel important. It will also help to win customers loyalty. You can also offer a free ride to the customer for an experience
Now you may also think why do we need these marketing tactics?
The world today is a world of digital revolution and for an aerospace industry selling such expensive product cannot survive without digital marketing. Competition is increasing day by day and every day new developments are coming in the field of digital marketing. To sustain yourself here you need to keep yourself updated and keep updating your marketing plans as and when need be as per the changing trends. Some budget needs to be kept aside for marketing and a specialised team to be engaged to look after and monitor its success. It is to be well understood that no matter how good your product and services are you cannot survive without marketing your product. The trend is to show off your unique selling points and bring awareness about it in the mind of your customers.
“Education” a very important industry developing at a very fast growing pace. Schools and colleges providing education are the foundation and are the most important trainers for the youngsters who are the future of the nation. Education empowers everyone and helps you to survive in this competitive life.
Industries dealing in schools and colleges have a big responsibility on their shoulders as they are the ones who will be nurturing our future generation. Education industry on the other hand is facing some problems in the continuous changing education system and choices of the young generation.
Many schools and colleges are found using old traditional methods of newspapers and advertisement. The world today is of digital media and this industry too needs to make changes in their strategy for marketing their colleges. Each student today is using a smart phone, laptops or tablets. Most of their studies and researches are now done through this digital platform. So to attract enrolments one has to rely on the digital media to get good inquiries and to survive in this industry
Below listed are some tips which needs to be applied by the colleges to attract more and more visits on the college website:
First and the fore most; important medium today. No one likes to read flyers, advertisements in the newspapers now. Mails mostly for the young generation is the best source to get in touch with them. Here the drafting of the mails holds a lot of importance; the content should be clear and concise. Too lengthy mails will not help to grab the attention of the readers. Mail should contain all the relevant information and should be presented in a way that all the required information is available in minimum words possible. Attractive formation of the mail will be able to attract the eye balls more easily. Besides emails, newsletters are low cost tools to reach masses at one time. You can apply a basic approach and send a weekly or monthly emails to both existing and new set of customers.
Impressive website experience
“Your Company’s Website” another very important medium to attract inquiries and enrolments. When the parents visit the website it should be responsive. Surfing on the website should be easy and fast. Slow website will make the visitor lose interest and move on to other options. Pages on your website should load fast and there should be enough navigation links so that the visitor can complete his research work in one GO. Websites should be easily accessible on mobile phones as they are most used electronic device for surfing other than desktops or laptops. Your website should not be running sounds or spinning images as it will make the user lose patience; to surf soon. The website is the face of your college and if your website lacks to provide all the information; the parent or the student visiting your website will soon form an impression about your college too and not move further in his/her inquiry.
Improve search engine visibility
Parents /students start their research work much earlier than they actually want to enrol their children or themselves. Here your presence in the search engine plays a very important role. Keywords should be a part of your content in order to get higher rankings on the search results. For e.g. most of the searches found on Google are with the keyword “Best college in ……….area” How does your college rank in when these types of search is done. You need to identify such keywords and use them in your content. This involves some research to be done on the key words so that your website also gets good ranking on the SEO.
Engage yourself with LinkedIn
LinkedIn is a very well know social media tool for marketing and advertising your work. It is a kind of a vehicle for professionals to network online. First step is to create a LinkedIn Group and encourage ex-students to join the group. Feedback and presence of ex –students will help you to attract fresh students to the group for inquiries. But to stand out in the group. Each and every business group are advertising through LinkedIn, hence it is a very popular medium to advertise your college as well. However one needs to see to it that the post contains all the required information such as contact details, contact person, email id, website address of the company etc.
Impressive Facebook page
“Facebook” is another well-known social media platform. Nevertheless your page should be attractive and with all information for a new student or a parent. Upload videos of events, post of events conducted etc regularly in order to get an overview of the college. Links to your website, course information, contact details, teaching methods etc…all this should be a part of the page. The user at one glance should be able to capture all the information and move further. Navigation to your website for further details also should be easy so that the visitor can complete his research work on first visit with few a clicks.
Online videos are a very powerful way of communication and promotional tool. It is a very economical medium in comparison to traditional methods of advertising. It has the potential to reach the masses without on ongoing cost. Also you have the option to monitor how successful are you video uploads as the number of views can be monitored easily. Further it also has a comment section available for raising immediate concerns and inquiries which can be replied on the same platform. On the basis of this the success of your video can be known, comments mentioned will also help you make changes if needed before the next upload.
Little expensive medium but very useful. Google Adwords is Google’s advertising program, this program helps you reach audiences on surfing on Google. Here the advertisers bid on certain keywords which appear as search results on Google search. You have to pay to Google on the number of clicks done by visitors on their search and your advertisement will be displayed as a search result. Google Adwords works faster than SEO. Here you have an option to use multiple keywords and you can on and off your ad campaign whenever you want to. On the other hand search engine optimisation though very beneficial becomes a lengthy process as it requires lot of well written articles and backlinks whereas Adwords gives instant visibility depending upon the effort you put on the quality of your content.
Offline and online activity go hand in hand
While doing your marketing collateral you need to keep in mind to collaborate both the online and offline options together. Suppose when you advertise in local newspaper then you need to mention your website address, link of Facebook page and other necessary details to contact you further. Hence all your outdoor signage should have your website address and all other communication going to parents either by newspapers on physicals mails should contain your online details. In case you are offering an online subscription then the link to subscribe should be available on the newsletter. This will lead to increased inquiries and awareness amongst the students and the parents and it will be easier for you to get the attention from masses using online and offline platform both.
Posting blogs is a perfect and a very popular tool of marketing. Informative blogs regarding different types of courses and enrolments, activities etc done in your college should be a part of your blogs. It helps to create connect with the readers, parents and also existing students. Here the content of the blog is very important, you need to ensure that the blog provide some valuable inputs to the readers, for e.g. like the Principal can post inputs regarding educational topics, teachers can provide inputs regarding teaching patterns and different types of courses, you can even invite guest posts from ex-students to do some more value addition.
It is a well-known fact that there are variety of means of digital marketing, which one is working best for you is the task of your marketing team. Success of any digital marketing channel depends on the quality of content put in and on the other hand to keep monitoring the same on regular basis to find out which strategy works best for you. If you want to be at the top of the mind of your potential applicants then you need to ensure that all your channels are updated regularly and are updated with the current trend. Posts should be regular on and the concerns and questions raised should be answered promptly, regularly with correct information. The better the connect with your applicants the better will be the results.
To sum up friends !!! I have shared my points to be taken care of by you and hope they help you in framing your marketing plans. Nevertheless it is not always possible to apply all of them together neither the success of all the channels working together with the same results is possible. However close monitoring and continuous improvement will be required from time to time to get best results.