Marketing Tips For Business Owners – Management is undoubtedly the most ambiguous of the four essential business school tracks—management, marketing, operations, and finance. What are those students learning exactly? Is it all chatter about “shifting the needle”? How many times do you hear the phrase “synergy” in a single class session?
Of course, we’re just making a joke. The ability to rally a group of employees and guide them toward a single objective is as important as it is uncommon. Delegation and teamwork would be practically difficult if everyone wanted to be a leader.
It’s the role of business school marketers to locate people who drive and entice them to enroll in their programs. This is no easy feat, given the hundreds of possibilities available in the United States alone. That’s why we’re here: to give business school marketers the internet advertising knowledge they need to fill their courses. Let’s get started!
It is not a quick process to keep in mind when choosing a business school. Choosing the next step in one’s higher education journey is a big decision, and your prospects will need to connect with your program several times before deciding to convert. Remarketing on the Google Display Network allows you to target prospects who have already visited your website and keep your brand in front of their minds as they consider their options.
Remarketing lists for search advertising (RLSA) also allow you to increase your bid on a specific term when one of your remarketing prospects uses it in a search query. That way, you can focus more of your Google Ads money on high-intent prospects and increase the likelihood of conversions.
As a result, RLSA enables you to land the top ad space when it matters the most. So what can you do to ensure that excellent real estate generates the most clicks? For starters, you can use ad extensions to highlight all of the fantastic benefits your school provides that no other school can match. Maybe your faculty-to-student ratio is exceptional. Perhaps your classes are cutting-edge. Or maybe you provide both! So make sure to mention whatever it is that makes your school unique in your ad copy. Also, remember to leverage your headlines to give your prospects exactly what they want: “Become a Leader Today | MBA Courses Open Now.”
Customizing landing pages based on keywords is an essential strategy. Consider this: should your “MBA finance” and “MBA accounting” advertisements both lead to the same generic landing page? No! It’s a definite way to overlook conversion opportunities if you don’t provide a personalized landing page. Furthermore, the relevancy of your landing page is a significant factor in Quality Score, the Google parameter that decides where your ad appears in the SERPs. Therefore, the less relevant your landing page is to the search query, the lower your ad position.
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Another excellent landing page tactic is to include alumni testimonials to demonstrate to potential customers how successful your past students have been. If a student is looking for a good business school, she is more likely to enroll if she believes it will be worthwhile.
Now let’s look at some non-paid search strategies. The technique of optimizing a website or web page so that it ranks highly in organic (non-advertisement) search engine results is known as search engine optimization (SEO). SEO strategies are based on Google’s ranking algorithms, determining where your site appears in the SERPs (search engine results pages). Google promotes sites that publish high-quality, helpful material based on its ranking signals.
As a result, adding a blog to any business school website can increase organic traffic by providing a platform for sharing useful content such as business news, study tips, alumni spotlights, and so on. The better the material, the more links it will receive, and the higher the ranking of your school’s website.
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