To generate the maximum number of qualified leads, you need to practice what I call, The “Four Rights” of Effective Marketing. They are the Right Message sent to the Right Target Audience at the Right Times through the Right Venues.
Right Message – First, make your messages unique, creative, and clearly branded to your company. Think in your prospect’s perspective. What message will clearly resonate with them, address their needs, and make them want to know more about your services? Be sure your brand message, or tagline, distinguishes you from your competitors, is memorable, and gives prospects and referral sources a quick glimpse into what they can expect to get from you.
Right Target Audience – Assess your target audience of qualified prospects based on geography, demographics, and psychographics to determine what is important to them and where they go to investigate child care options. Remember referral sources are also a target audience. These opinion influencers are a primary source of leads for your school.
Right Times – Know the best times to post messages, place ads, and host events. Use analytics and research to learn what times of day parents are most likely to be online, viewing social media or your website. Study patterns of times of year when parents in your draw radius are seeking early education services. Plan your marketing campaigns far enough ahead that you can be sure you are proactively communicating with them during these times.
Right Venues – Have a strong presence with your image and message in those communication venues your prospects use. How do you know which ones they are? Ask every parent who inquires, “What are the ways you heard about us?” Put this question on the lead form on your website. Ask on phone inquiries or during an initial conversation during a virtual or in-person tour. Track their responses and be there.
When you creatively and continually put all of the four rights of effective marketing into practice, you will increase the number of qualified leads to your school and boost your opportunities to convert these prospects into enrollment.