Lower Course Marketing Costs: By Shift To Web
If you look at what an ideal marketing campaign looks like, there a few common threads:
- highly targeted with a clearly defined audience
- message testing to identify and expand only the most effective messages
- separate followup messaging and sales pitch based on which campaign prospect responds to.
- undertaking detailed tracking of audience behaviour including response to messaging and offers
The problem lies with the cost of running a campaign of this type in your offline business. Calling or mail campaigns will generate significant manpower and printing costs and the tracking is a far more difficult (manual) process. Its not always easy to get data about prospects in the offline world.
That’s Where Your Training School Website Steps In
Many training schools look at the web as a secondary offshot of their marketing strategy. We’re here to suggest that your organization should consider putting your website at the centre of your marketing efforts to new students. Your website has a far greater alignment to an ideal marketing campaign. Achieving a high degree of targeting, tracking and message testing can be done within a highly limited budget. The ability to tailor marketing programs for concurrent testing of messaging is a critical advantage giving you more rapid message effectiveness feedback and allowing faster tailoring to specific student audiences.
The Basics Of An Ideal Training School Marketing Program
- Targeted programs for specific student groups
- Emphasis on marketing specific courses to specific target audiences
- Several versions of each campaign to test messaging and offers
- Strong data and analytics to understand target segments demographics, topic interest and response to messaging
While this can be achieved offline as well, the cost factor is in the magnitude of 3 to 5 times to achieve similar reach.
