How to Maximize Your Reach Using Video Marketing

Do you want to generate more online traffic for your school?

When it comes to video marketing, you can see results faster than traditional SEO and most other marketing channels out there. Video is one of the best marketing strategies in 2019.

Schools need a video marketing strategy. This concept isn’t new – but what has changed is how important video has become on virtually every marketing platform.

Video is no longer just one piece of your overall marketing plan. If it isn’t already, it should be central to your outreach and campaign efforts – especially your social strategy.

According to a research report conducted by Hubspot, consumers watch videos on four of the top social channels. Why is this important? Because if you’re not creating videos for your school, you’re not getting the views you should be. Furthermore, 50 percent of the consumers surveyed by Hubspot reported they want to see videos from brands more than any other type of content.

Video production is more cost-effective than ever. The more simple and raw the video, the more authentic your content seems – and that’s what audiences are looking for. Click here for the nuts and bolts on how to create amazing videos for your school.

Video is more than entertainment. Videos on landing pages have been shown to increase conversion rates by over 80 percent, and the mere mention of “video” in an email subject line increases rates by 19 percent.

Video can be a versatile tool through the entire customer journey and it can do much more than increase engagement. Consider the various types of videos that can be used by school marketers:

  1. About videos

About videos are a modern way to tell the story behind your school. This type of video focuses on increasing awareness for your school. The goal is to connect and engage with a prospective family about not only what your school is about, but also what makes you different through telling a story. Usually About videos are 2-3 minutes in length but can be longer if needed to tell your story. Listen to this podcast to learn more about Why Your Old School Video is Dead.

  1. Explainer videos

Explainer videos help educate prospective students and families on a specific topic related to your school. Explainer videos are effective because they allow you to go into deeper detail about a particular aspect of your school. Explainer videos should be kept to 1-2 minutes and focus on what the viewer needs to know the most about the topic.

  1. Testimonial videos

Parent and student testimonies are a powerful way to influence the enrollment decisions of prospective families. Student and parent testimonies generate trust and credibility for your school because they communicate how your school helped a student through the personal story presented by the family. These videos help prospective families relate to your school on a deeper level. Prospective families are influenced by the stories of other families because it makes them feel they will also have a positive experience if they enroll in your school. Testimonial videos should be about 1-2 minutes long.

  1. Alumni testimonial videos

Alumni testimonials are a great way to showcase the impact your school has had on students and the future success they achieved. Alumni videos are a great way to reinforce a family’s decision to enroll in your school.

  1. Fundraising videos

Video is an effective way to boost fundraising initiatives and help meet (and exceed) revenue goals. Fundraising videos can be targeted to current, former or even prospective donors. Fund raising videos explain why donors should consider giving money, how that money is spent and the impact their gifts have on the school and, ultimately, the students and their families.

As demonstrated in the SchneiderB FM podcast “Your Old School Video is Dead with James Pizarro”, a video that blurs these lines with a powerful story can be an amazing experience for anyone who views your video. I highly recommend you take a few minutes to listen to that podcast.

Your school audience is attracted to compelling visual content. Executing a video marketing plan will greatly improve your social engagement and following. You don’t need a big budget to make professional videos.

Video is a powerful storytelling medium. Not only can it serve as a prime proving ground for your school’s promotional campaigns, but the emotionally resonant combination of sound, motion and visuals can also help you drive deeper, more satisfying relationship between your school and prospective families.

About the author 

Brendan Schneider

Hey, I’m Brendan, and this is my blog. After 28 years working in private, independent schools in mostly admissions, enrollment, marketing, communications, and fundraising roles, I decided to make SchneiderB Media my full-time job, where I help schools get more inquiries through my Fractional Digital Marketer program. I also started the MarCom Society, a membership created expressly to help, support, and train marketing and communications professionals at schools.

Video, Social Media

How to Create a YouTube Channel

Video, Content Marketing

How to Choose the Right Videographer for Your School

Video, Content Marketing

How to Get Your Administrators, Faculty and Staff Comfortable in Front of a Camera

Subscribe to the School Marketing Insider

The School Marketing Insider is a weekly newsletter that delivers curated resources to stimulate curiosity, inspire collaboration, and accelerate innovation to drive school marketing professionals ahead of the curve.