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Written by What's the Word, Inc.
on August 17, 2020


Traditional marketing methods don't work. And though new strategies yield great results over time, inbound marketing can take a while to build momentum. 

So what do you do if you need to boost enrollment and grow your school right now? 

You have to find a solution right in the middle. 

Once you've developed a strong digital marketing strategy, Facebook advertising can help you grow your audience - and your student roster - more quickly. 


What is Facebook advertising?

Facebook advertising is an indispensable digital marketing tool. Your Facebook ads improve upon traditional advertising in three ways. 

First, as the name suggests, you only incur cost for the ad if viewers click on it. Rather than buying materials like post cards up front, Facebook ads allow you to pay as you go and only pay for what you actually use. Now that's budget friendly!

Second, you can target and optimize Facebook ads to reach your intended audience as they view similar or related information. Traditional advertisements are disruptive and presented to anyone using the advertising medium. For instance, if you purchase airtime for a radio commercial, the only thing you have control over is what station listeners are tuned in to. Your audience could be comprised of anyone. And you'll be expected to pay for all of them whether or not anyone takes action.

Third, they're trackable. While there's really no way to know if your post card had any effect on its recipient, or whether it was even received, you always know exactly where your ads were delivered and how much interaction they received. And if you're really paying attention, you can even retarget those who clicked on it the first time. 

Facebook ads give you more bang for your buck, more proof, and more potential than traditional advertising. All of which will make your developing inbound game stronger. 


Setting Your Target

Before you create an ad, first consider what your goals are. It's important to know what you want to achieve in order to choose the right objective, since your advertising objective is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website. Below are the three broader categories, or goals, that your objectives may fall under.

Attract: Objectives that encourage viewers to learn more about what makes your school special. For example, Brand Awareness objective, you can can create a campaign that highlights your unique approach to reading comprehension to parents in the local area.

Name: Objectives that get people to think about your business and seek more information. For example, Jasper's Market has a website that tells their story and lists some of their store's unique offerings. Using the Traffic objective they can create a campaign that encourages people to visit their site to learn more.

Nurture: Objectives that encourage people interested in your school to enroll. For example, Jasper's Market has opened a few new locations. Using the Store Traffic objective they can create a campaign to encourage potential customers to stop by their nearest store.

As your business grows, your campaign goals will change. Your early campaigns may focus on attracting parents to your unique community. Later on, you'll invite them to share more personal information. As time goes on, you'll be able to speak to them directly to encourage them to enroll their children in your program.


Defining Your Audience

The most effective Facebook ads are those that have been meticulously optimized to suit the habits of the parents you're trying to reach.

In order to generate great ad results, you'll need to know how to present your information the way your viewers search for it. That means knowing when they're most likely to be on, what groups they hang out in, even what zip code they're in.

It's so important to know as much as possible before you get started. Click here to learn how to gather this information to create a marketing Parent Persona.


Regardless of your goal, the success of your Facebook ad strategy will depend on the strength of your overall digital marketing strategy. Remember, your ads are meant to drive traffic to the helpful, relevant content your prospective families crave more quickly than organic traffic alone. 

Your ads will be more successful if they promise quality content, and then deliver on that promise immediately. It is the quality and relevance of your content, not your ads, that will nurture tentative prospects into proud students. 

Still have questions? Why not ask a pro? Follow the link below to schedule time with a certified digital marketing consultant. 


Don't leave your results to chance. 
Let us help you make the most of your digital ads.
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