Informational marketing is a marketing strategy that involves informing the audience about a product or service rather than simply promoting its benefits. It places value on useful, factual content that is going to help its potential clients, in this case parents, in some way. In the digital world, this form of advertisement is especially important with 50-80% of search engine queries being informational in nature. In this article, we will show you three different types of informational marketing you can use to attract prospects to your school.

How to use informational marketing to answer prospective parents’ questions

Infographics

Infographics are a way of representing information in a graphic format. They are designed to make data easily understandable at a glance, rendering them the perfect form of advertisement for social media. You can get quite creative with these in how the information is presented. One popular way is by representing different datapoints with small, brightly coloured images.

A school, for example, could create an infographic informing parents about the foreign languages most valued by employers. Each language could be indicated by a picture associated with it, such as the Eiffel tower for French. The more popular the foreign language, the bigger the image. Another infographic idea for schools is one that displays the extracurricular activities most enjoyed by pupils. 

How-To Guides

This is one of the most popular forms of informational marketing. It is a really simple way of informing an audience and answering any questions they may have in either written or video form. It is also great for SEO as many prospects use search engines to ask questions relating to education. 

A simple blog post on ‘how to choose the right school for your child’ would be an easy way to direct parents to your website. An alternative strategy would be to create short, snappy videos targeted at pupils. It could show them how to solve a maths question, analyse a certain poem, or complete a fun at-home science experiment.

Graphs and Charts

Informational marketing does not have to be fancy. A traditional bar graph or pie chart can be just as effective in informing an audience as any other strategy. You could even get the maths department involved in helping you to present your data.

Information you could present in this way includes the top subjects taken by people in certain careers, your leavers’ university destinations, and the grades achieved by your pupils. 

We hope you enjoyed reading about the importance informational marketing and how you can use it to attract prospects to your school. To read more of our guides, click here.

Digithrive for schools