Statistics show private schools currently account for one-quarter of all U.S. schools. Your school can use the same online marketing strategies as other businesses. Some of the schools’ most effective online marketing strategies will utilize social media platforms. Here are some tips and guidelines that your school can use in your social media campaigns:

1. Define Your Audience

To know how to write effective social media content, your school marketing strategists must decide who their target parents and students are. Your choice of content may have much to do with your school’s philosophy. For example, if you’re a faith-based school, you should stress your dedication to teaching principles of the faith, and the availability of clergy. Further consideration might go to writing content that targets a group of students (such as kindergartners or bilingual students) that your school may lack.

2. Consider the Parents

When your school is planning its marketing campaign, it’s essential to recall that parents are paying the school’s tuition. Consider what’s important to the parents you want to attract. One feature that often interests parents is a strong musical program. After all, according to YouGov, over 65% of Americans have learned to play musical instruments, so attracting those students could be a good marketing tool.

3. Include Visual Elements

Reading content doesn’t draw people to read a school’s social media pages as much as pictures. Pictures help students to imagine themselves being part of your student body and help parents feel comfortable considering your school. Posting pictures of school events or a virtual tour video will provide invaluable insight into your school’s benefits.

4. Create a Brand

Every product marketed online needs to be branded – including your school. Your school’s online brand includes your philosophy, curriculum, and the school’s accomplishments. Part of your brand is a recognizable symbol, like a school sign. After all, according to Brandon Gaille, 35% of clients would only be aware of a business if they saw the sign of that business.

5. Shine a Spotlight

Some schools use a monthly Student Spotlight on their social media platforms. These profiles, which highlight student accomplishments of all types, will help students and parents to see that your school allows students to achieve their dreams. Other schools also include faculty spotlights to provide information about the type of teachers their school has on staff.

6. Interact with Followers

When people post comments or ask questions on your school’s social media page, your responses can help visitors understand how you interact with your students and faculty. Be especially attentive to inquiries that may come from potential new students. You can ask a topical question to encourage comments on your social media page. You might also encourage interaction by posting a monthly contest.

7 Provide Educational Topics

Since your school is an educational institution, featuring a monthly educational topic is a great idea to attract the attention of prospective students. One example might be a post about students’ learning styles. If your school has any unique classes or programs (like an advanced placement or STEM track), you could post an article about that program.

8. Encourage Event Attendance If you’re having an open house, your social media page is the ideal place to invite the public. You could invite your page’s followers to school sports events or theater and choir productions. Also, post a calendar of student events, so prospective students can understand what they would be doing if they were your students. Although it may seem strange to think of your school as a brand or to consider your social media accounts a sales tool, you can use them to your advantage. Planning the content and pictures on your social media pages allows you to interact with your current students while attracting new families. Using some of the above tips, you’ll find new ways to bring future students into your school.