Make Inbound Marketing Work for Your School
Digital Consultants • December 3, 2022
Inbound marketing is a business methodology that will attract families to your school by creating valuable content and experiences tailored to them. It is a method of growing your organization by building meaningful, lasting relationships with your target audience.
There are three goals of inbound marketing:
- Attract new prospects to your school. The goal is to attract more of the right parents with relevant content at the right time.
- Engage with them by presenting insights and solutions that align with their pain points and goals.
- Delight them by providing help and support to empower families to find success and fulfillment at your school.
Examples of Inbound Marketing:
- Blogs
- Social media campaigns
- Search Engine Optimized (SEO) website text
- Videos
- Web-based seminars (Webinars)
Inbound marketing provides value to consumers who are already actively searching for information about Christian schools. To reach your audience follow these steps:
- Create a parent persona - research your current parents and those you want to attract to your school. There are a some different ways to do this:
- Surveys - "What social media platforms do you use?" "What time of day do you use them?"
- Interview a small group of parents to find out what types of online content they find helpful and are likely to share with others.
- Create and publish content, such as blog articles and social media, that provide value.
- Optimize all of this content with an SEO strategy that targets specific keywords and phrases related to your organization, the challenges you solve for families, and the ways you help students.
Social media can be used to generate new leads as well as retaining existing parents at your school.
To
generate new leads:
- Publish blog content and direct people to your blog on social media platforms. This will drive prospective parents to your school website where they can learn more about what your school offers. Think about what information, tips or advice would parents be searching for. Through a blog they will also learn more about, and become attracted to, your school community.
- Purchase Social Media advertisements. Since social media platforms are known for changing algorithms regularly it would be wise to hire someone who is dedicated to knowing the ins and outs of social media advertising to do this for you.
To retain current families:
- Share the impact of your school in the lives of students. Connect with parents, tell them stories, show them the value they are getting for their money, and impart a vision of where your school is headed.
- If your school is just getting started with a social media strategy, start out with one or two well-used channels such as Instagram and Facebook.
Need a concise pre-launch checklist to help you plan your strategy? Here it is:
- Research your Buyer Personas. Become acquainted with each persona’s motivations, questions, preferences, and challenges.
- Create accounts on social media channels using a school email account (not your personal email account). Record login credentials so you don’t forget them.
- Apply your school brand to the accounts (logo, colours) Make sure the contact information is correct and include a link to the school website.
- Assign someone to manage the Social Media accounts. Ideally this should be someone who is familiar with the school’s mission, vision, brand, privacy policies, and is able to maintain the voice of your school.
- Determine a publishing schedule and start posting!
Keep in mind that you are selling solutions!
Need help getting started coming up with a social media marketing strategy?
Contact us! Our marketing strategies will help you build stronger school communities and reach more parents.
Here are 10 digital marketing trends your school can start applying right away — plus a free cheat sheet at the end to make it even easier.
In today’s digital world, families begin their search for a Christian school online—and 90% of people start their search on Google. If your school isn’t showing up where it counts, parents may never discover the Christ-centered education you offer. That’s why having a strong online presence is essential—not just a website, but a profile that helps your school get found, build credibility, and connect with the families God is sending your way. One of the most powerful tools to achieve this is Google My Business. Google My Business is a free tool that lets your school manage how it appears on Google Search and Maps. It helps parents find your school online by showing your location, contact info, hours, photos, and reviews. A complete and optimized GMB profile increases visibility, builds credibility, and connects your school with families actively searching for Christ-centered education. Why Google My Business (GMB) Matters for Your School Discover how local search visibility can connect you with families seeking Christ-centered education. Increase Visibility in Local Searches Parents searching for “Christian school near me” or “private school in CITY NAME” can find your school at the top of Google search and Google Maps. Showcase Your School’s Mission and Values Your GMB profile allows you to highlight your Christian mission, programs, and unique qualities—helping families connect with your school’s heart. Drive More Website Traffic A complete GMB profile includes a link to your website, driving prospective families directly to your site for more information. Boost Enrollment Opportunities Higher visibility and engagement can lead to more inquiries, tours, and ultimately, more student enrollment. Share Photos and Videos of Your Campus Visual content helps parents see your school environment, staff, and programs—creating trust and credibility. Collect and Display Reviews Positive parent and alumni reviews build your school’s reputation and influence decisions for prospective families. Engage with Your Community GMB allows you to post updates, events, and announcements—keeping current families informed and attracting new ones. Gain Insights on Prospective Families Google provides analytics on how people find your school, what search terms they use, and how they interact with your listing. Stand Out From Competitors Many schools overlook GMB—having an optimized listing gives your school a competitive advantage in local searches. Enhance Trust and Credibility A complete, active, and verified profile signals to parents that your school is professional, transparent, and engaged in the community.
Seeing Through Parents’ Eyes: Communicating What Truly Matters
