Facebook can become a social media admission leads machine for schools!
Facebook is a prominent tool in the marketing mix for many schools whether they need to organically grow or they are using Facebook ads to attract leads and convert them into admissions.
It might be a surprise that quite few realise its capabilities and only do the minimum on this platform.
So, how can you make the best use of Facebook?
In this article we’ll explore what your School needs to action on Facebook and the top tools to generate admission leads.
Your Facebook page needs an overhaul
Your Facebook page represents the image of your School to prospective parents and students.
Let’s start with the basics…
Does your School have a good professional profile and cover photo?
Is your ‘About Section’ compelling enough and does it answer the initial questions that families might have about your culture, values, and the importance given to academic excellence?
Do you post regularly to show your School and student life?
Now that we’ve covered the basics, we come to the question of how many times you should post.
According to recent data, it is recommended that you should post around 1-2 times each day.
This will help your School to be on top of the minds of parents and students who would like to join your School community.
Eton College’s Facebook page is a good example if you don’t know where to start.
Facebook Ads is the key to admission leads
You can use Facebook Ads for your open days to increase your open day sign-ups.
Facebook Ads allow you to target specific demographics, interests, certain age groups etc. When it comes to launching a Facebook Ad, consider using high-quality images and videos that showcase your facilities and student life.
The text that comes together with the images is equally important. Write copy that highlights the value of attending your open days. Have a clear message that convinces users to ‘Register Now’.
You can also use Call-To-Action buttons (CTAs) like ‘Learn More’ or ‘Sign-up’ to drive users directly to your website or registration page.
To make a significant impact on your campaign, you need to optimise your landing page.
Finally, you need to upgrade your page to a Facebook Business account so that you can run your ads in one place.
If you have a team this will help you collaborate as you can assign roles to your colleagues and share assets.
Fix your tracking issues caused by Apple’s iOS 14.5
In iOs 14.5, or later versions, apps must ask their users if they want the app to track their activity on an app or website. So, if your audience opts out, Facebook cannot track them.
In reality what does this mean?
If you have not optimised for iOS 14.5 this will make it harder for you to measure the results of your campaign.
Let your current students and alumni share their stories on your social media
Prospective students often trust their peers’ opinions more than official promotional material.
St. Mary’s School, Cambridge, encourages students and alumni to share their academic achievements, extracurricular activities, insights and journey on their Facebook page, providing an inside look at the School’s academic excellence and supportive community.
Grow your community with a Facebook group
Facebook groups can be used to answer questions, share admission updates, and connect students with similar interests or backgrounds. Active group engagement can turn group members into valuable admission leads.
Bradfield College has a Facebook group for admitted students where they can connect, ask questions, and get to know their future classmates.
Create an engaging page, run targeted ad campaigns, and provide valuable content for prospective students.
By combining these strategies with the right tools, your independent school in the UK can successfully attract and convert leads, ensuring a strong applicant pool for academic years to come.
Want to learn how you can make the best use of Facebook? Let Digithrive For Schools teach you the best practices of social media for schools. Book a free consultation here.