How to market a private school in Nigeria
Private schools are businesses. They are owned by school owners who want to increase their enrollments just like other businesses want to find customers.
But the challenge is that many private schools still rely heavily on traditional media such as newspapers, direct mail, and billboards.
In this blog, we will discuss a range of online marketing ideas for private schools in Nigeria and how to increase enrollment in their enrollment.
How to market your school online in Nigeria
- IMPROVE YOUR WEBSITE EXPERIENCE
Your website is a good opportunity to provide a great experience for your potential parents and leave them with a great impression of your school.
Your website must have the following:
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- FAST: To market your school effectively online, your website must very fast. Most users don’t have the patient to wait for more than a few seconds when a website loads. Make sure your website is very speedy so that parents can wait to see what you have to offer in your school.
- EASY TO USE: If parents visit the site on their mobile device and it is hard to browse and navigate, they’re not likely going to spend the time to eventually find what it is they’re after and eventually leave unsatisfied. Your website has to be mobile-friendly.
- PROFESSIONAL: If your website is unprofessional and rowdy, it doesn’t take much for the parent of a potential new enrolment to make a connection between a poor website and the education their child will receive.
- PROACTIVELY ENCOURAGING LEADS: Your website should actively encourage leads. That’s the whole essence of the website in the first place.
- IMPROVE YOUR ORGANIC SEARCH VISIBILITY WITH SEO
To market your school in Nigeria and achieve your marketing goal, your SEO game has to be on point. SEO is an abbreviation for Search Engine Optimization. It’s simply a term to describe visibility when people search for keywords that concerns your business on search engines like Google or Binge.
Parents are conducting research long before they come to you asking questions. This is why having a search engine presence is vital in your efforts to attract and engage parents.
Let’s say you’re a parent moving into a new area in Nigeria or Lagos, and you’re looking for schools for your kids, what do you Google? I can tell you that thousands of people each year search a keyword phrase beginning with ‘Best School in?’.
How does your school rank in the search engines when you search for the best schools in your area?
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- GET SEARCH TRAFFIC THROUGH GOOGLE ADWORDS
When looking for more pupils for your school, Google AdWords provides a good opportunity to reach your target audience – parents looking for schools for their kids.
With Google AdWords, you can advertise to parents at the very moment they are researching. This makes Google AdWords an edge over traditional media.
But if you don’t understand how Google AdWords works, it may lead to promotional wastages or you may leave some money on the table.
Planning a successful Google Advertisement requires some understanding of the platform as well as identifying how your audience interacts with them.
How to market a school in Nigeria
- PRODUCE REGULAR AND ENGAGING BLOG CONTENTS
Blogging is one of the best ways to establish your authority in your industry and your knowledge in the marketplace. It’s also a valuable tool to improve search engine performance and increase your visibility.
Your administrator, head of school, or even brilliant student writers could contribute posts specific to various educational topics weekly or twice a week.
Imagine the opportunity to assist in developing your students’ journalism prospects and the promotional value of having students published on your blogs.
Just make sure it’s consistent. You may even hire a content creator who will write search engine optimised blog posts.
- BUILD FACEBOOK COMMUNITY
A good way to market your school online in Nigeria is by building an engaging Facebook community for parents. Communities are a good way to engage your potential and existing parents and generate conversation. Through the Facebook community, you could provide information to parents, families, and students.
Use your community to upload videos, post events, run polls, ask questions, and generally improve communications and eventually build trust and credibility for your school thereby increasing your enrollment.
You may also want to explore Facebook advertisements to market your international or private schools in Nigeria. Facebook advert unlike traditional advert and even Google AdWords is more cost-effective.
The good thing about Facebook advert is that you can measure your exact advert reach, clicks, and success of your campaign. You have to learn to do that to achieve the best results and avoid promotional wastages.
How to market a school in Nigeria
- COMMUNICATE REGULARLY WITH PARENTS USING EMAIL NEWSLETTERS
An email newsletter is another way to market your school in Nigeria.
Email newsletters are low-cost, promotional, and communication tools that are very effective. You can basically send a weekly or monthly email newsletter to existing parents.
You could reach new and potential parents using your website and other tools to build a database, use segmentation to deliver personalized and more tailored messages, implement marketing automation to provide a better online experience, and so much more.
You can get more parents interested in your message this way, and who knows, they may want their kids to enroll in your school.
- START PRODUCING ONLINE VIDEO
Videos are some of the most powerful communication and promotional tools available for schools who want to promote their business.
When compared to the costs involved with a print advertisement and other traditional media and the fact that print has a short lifespan, a video is a more affordable and effective alternative.
Although up-front production and editing costs are involved in producing a professional video, you can distribute it to a mass audience with no ongoing expenses. This makes video contents the best to market school for any school owner in Nigeria.
If you’re going to run a successful school business here in Nigeria amidst the stiff competition, then you need to know your customers and potential customers, what they want, and how to address their needs. You must know how they seek and consume information and how best to engage them.
All the best to you!