There are over 1.6 million education service businesses in the United States. They offer a huge range of products to kids, teens, and parents from all walks of life.
Even so, the sector has a huge profit potential. The industry was valued at a whopping $2.2 trillion in 2024. Revenue has grown in the last five years and will likely continue.
Standing out from the crowd won’t be easy. But it can be done. What’s more, the rewards are well worth it.
Are you wondering where and how to start? If so, consider the five pointers outlined below. They’re tried-and-proven ways to boost your business.
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Defining Your Educational Institution’s Unique Selling Proposition (USP)
You definitely want people to choose you over your competitors. But do you know why they should do so?
What makes you different from other similar businesses? Do you have lower prices, better courses, or better teachers? Alternatively, maybe you offer specialized services others can’t get elsewhere.
Your unique selling proposition (USP) is the factor, or factors, that sets you apart from other businesses. These factors also determine your target audience.
Start by identifying how you want to showcase your business and who you want to reach. Then, you’ll be ready to move on to the next step.
Building a Strong Online Presence
There are plenty of ways to advertise your business online. SEO, PPC advertising, email marketing, and social media advertising are only some of the many options.
All these inbound marketing strategies are great ways to bring people to your site. They work, and you should use them. However, they won’t work as well as they could if you don’t have a strong online presence. You need a website that makes people want to do business with you.
Your site should load quickly. It should be responsive, so mobile phone users can use it with ease.
It also needs good content. People need to see you’re an industry leader, and they need a reason to trust you. They also need answers to their questions and concerns.
Your content should reach people at all stages of the buyer journey. It should also include a clear call to action. People who visit your site need to see what you want them to do.
Engaging Prospective Students and Parents
Your online presence has to do more than broadcast your message. It has to build connections between prospective students and parents.
Social media platforms are ideal communication platforms. Respond to people who comment on your posts. Answer questions people ask on your channels.
You can also actively solicit information. Surveys are a good tool for this. Asking for honest reviews is another good way to learn more about your audience.
Video marketing is another powerful way to build a connection. Video marketing can humanize your brand. It can build an emotional connection between you and your viewer.
AI chatbots are another way to successfully engage parents and teachers. They won’t create a connection but will significantly improve your customer service. They make you easily accessible and provide fast help that lowers your bounce rate and boosts your conversion rate.
Retention Strategies and Student Advocacy
Bringing in students is a good start but not the end goal. You want to see them complete their course and perhaps even sign up for more.
Unfortunately, the completion rate for even the most popular online courses is only 40%. Many people drop out because of a lack of support and/or problems getting in touch with advisors. Other common reasons include feeling disconnected, tech problems, and simply getting too busy.
You can’t fix all these problems. However, you can ensure you’re offering top-tier assistance and service when needed.
Remember, it takes time for people to get used to new ways of doing things. Distance learning is still a relatively new concept. Be sure to provide plenty of assistance and answer questions quickly.
AI bots can help students get fast answers to problems, as can FAQ sections. SMS messages and reminder emails can remind students about completing a course and the benefits of doing so.
Make it as easy as possible for students to stick with you once they’ve started working with you. They’ll thank you for it and refer you to others.
Leveraging Partnerships and Collaborations
Partnering with other educational services can boost your value proposition while lowering costs. It can also expand your audience and help you reach new clients.
There are many partnership options to consider. Some liberal arts colleges in Pennsylvania are collaborating on faculty development, compliance/risk management, and study abroad programs. Several colleges in California share a science department.
An online partnership with a similar service that isn’t a direct competitor can also increase brand awareness. You can allow guest posts and share discount coupons with each other’s audiences. You could even work together to create new products/services you wouldn’t be able to create on your own.
There are several factors to consider when deciding who to partner with and how to collaborate. Shared vision is important to ensure your partner will help you reach and better serve your target audience. Identifying the benefits and drawbacks of a deal will help you know if it’s worth it.
It’s also a good idea to consider your offerings to see which collaborative opportunities would benefit you the most. Furthermore, you’ll want to decide how far your partnership with one or more third parties should go.
Conclusion
Creating an effective marketing campaign isn’t fast or easy, but the result is worth it.
Thankfully, you don’t have to work alone. Partnering with other experts can help you reach your goals faster than would be possible otherwise.
WriterAccess offers access to top-tier freelance writers with experience creating winning content for educational services. Try out our 14-day free trial to see how we can help you increase site visits and sales.
