In an era when the Internet has taken over basically every aspect of our lives, the marketing industry has evolved a great as well. Numerous online platforms such as social media, e-mails, search engines, and other websites, have propelled us into the age of digital marketing.
Digital marketing includes all kinds of marketing efforts that make use of the Internet or an electronic device (laptops, desktops, tablets, mobile phones, etc.). Schools take advantage of different digital platforms to reach out and connect with current and potential enrollment on a global level.
Even though digital marketing is necessary schools to sell their vision and mission to prospective students online, the misconceptions surrounding it often hold back school owners from engaging online and maximizing returns.
Some of the so-called digital marketing misconceptions that were once believed to be true have been checked and found to be baseless. In this article, we will attempt to correct some of the much-believed digital marketing misconceptions in the hope that more school owners are encouraged to make their schools stand out on the digital platform.
7 Common Misconceptions about Digital Marketing
1. Digital Marketing is only for Big Schools
Debunking this particular myth, we would like to say that digital marketing is beneficial to both big and small schools. You do not need to have a big office dedicated to this before you engage and communicate with parents. You can connect with prospective parents anywhere on the whole without having to establish a physical meeting. And, most importantly, digital marketing will fetch you valuable insights and data regarding the school search preferences of your target parents.
2. Designing a Website is Enough for Digital Marketing
Students and parents are always on the lookout for the latest information about the services you offer and your events. Because of this, the online marketing platform is very dynamic and continuously evolving to keep up with the demands of students and parents alike. In cases like this, merely creating a website is not enough. Schools should focus on continuously updating the website content to ensure a significant number of website visitors.
3. Digital Marketing is Synonymous with Computers
Digital marketing makes use of several platforms like computers, smartphones, tablets, game consoles, television, radio, as well as electronic billboards. From interactive advertisements and personalized e-mails to websites for mobile phones, digital marketing uses one or several forms of electronic media to reach out to consumers.
4. Criticism on Social Media is Harmful to Schools
Most school owners are always afraid of seeing negative remarks in their social media comment section. And the untruthfulness of this particular misconception cannot be over-emphasized enough. Legitimate parents’ complaints regarding your school or the services you render should be addressed directly and considered a valuable opportunity for improvisation.
Instead of covering up genuine concerns and comments from current and prospective parents, the school should provide a helpful response with the option to contact customer service, with subsequent internal follow-up of the issue.
5. Optimizing Websites for Mobile Devices is Unnecessary
We are in an era where parents can easily reach a school via their phones without having to use a laptop or desktop. It is more convenient to access a school’s websites while on the move on smartphones and tablets. It is normal for users to expect a professional functioning website to be optimized for mobile devices, and if not, they’ll click away to a different school’s website.
If a website is not optimized or it has a slow loading speed, the school has failed to capture the attention of the user who in this case probably a parent in search of a school. Thus, website optimization is essential. It is easy, cost-effective, and possible through online web-building tools.
6. Digital Marketing is a Technical Aspect
Another myth surrounding digital marketing is that it is a purely technical feature and the sole responsibility of computer specialists. However, besides being a practical technological tool, digital marketing is a crucial marketing skill and has to be embraced and adopted by every staff in the school at all stages. It is not enough to know just the technology; the success of digital marketing initiatives also depends on a profound understanding of marketing and business sensitivities.
7. Only Huge Website Traffic Equates to Digital Marketing Success
One of the many prevalent digital marketing misconceptions is that the digital market owes its success to vast website traffic. On the contrary, the effectiveness of digital marketing lies in engaging the right kind of parents visiting the website. The key to successful digital marketing is focusing on the target parent base which is genuinely interested in the school and services that your school has to offer.
Digital marketing misconceptions and myths have been in existence for quite some time and continue to impede the growth of schools. But, thanks to the emergence of a technology-driven world! Access to accurate information is just a click away. With the use of the right online tools, businesses can verify facts from myths. The world of digital marketing holds excellent opportunities to propel your school towards success, but only if you get rid of the rumors surrounding it.