Hello, digital pioneers! We're glad to have you back on our 'Digital Marketing for Schools' series. So far, we've discussed the impacts of Facebook and Instagram on a school's digital presence. Today, we're excited to move onto another powerhouse platform, LinkedIn. This professional networking site is more than just a place for job hunting; it offers a unique opportunity for schools to network and establish thought leadership.
LinkedIn: The Professional Network for Schools
LinkedIn may not be the first platform that comes to mind when you think about digital marketing for schools. Yet, its potential as a networking and thought leadership tool is enormous. Let's dive in to explore how LinkedIn can enhance your school's digital marketing efforts.
The Intricacies of Digital Marketing for Schools
Digital marketing for schools isn't about blatant promotion. It's about connecting with your audience, illustrating your strengths, and fostering relationships. By using digital channels like websites, social media, and search engines, you can connect with prospective students, parents, and your broader community.
The Power of Digital Marketing
Why should schools embrace digital marketing? Quite simply, it allows you to reach out to prospective students and their parents where they spend a substantial amount of time: online. Plus, digital marketing lets you showcase your school's values, missions, and unique strengths, influencing the decision-making process of your target audience.
LinkedIn: A Gateway to Professional Networking
LinkedIn is a global networking platform connecting over 700 million professionals, including educators. It's a digital space that allows professionals to highlight their skills, achievements, and experiences while networking with peers, industry experts, alumni, and even potential employers.
Why use LinkedIn
Marketing your school on LinkedIn can provide numerous benefits and help you reach specific target audiences. Here's why:
- Professional Audience: LinkedIn's user base consists of professionals, businesses, and industry experts. This makes it an excellent platform to connect with prospective teachers, staff, board members, donors, or community partners.
- Alumni Engagement: LinkedIn can be a powerful tool for connecting with and engaging your school's alumni. Alumni can share their professional achievements, which can boost your school's reputation. They can also become mentors or offer internship and job opportunities to current students.
- Brand Building: With a LinkedIn Company Page, you can share updates, accomplishments, and news about your school. This can help cultivate a professional image and reinforce your school's brand in the professional community.
- Recruitment: LinkedIn is well-known for job postings and recruitment. If your school is hiring new faculty or staff, LinkedIn can be an excellent place to advertise these positions and attract qualified professionals.
- Showcasing Success: LinkedIn allows your school to highlight its achievements, like successful programs, student accomplishments, exceptional faculty and staff, and more. This not only boosts your reputation but also shows the value your institution provides.
- Educational Content: LinkedIn can be an ideal place to share thought leadership and educational content, such as research, insights from teachers and students, or articles about education. This can position your school as a leader in the field of education.
- Networking and Partnerships: LinkedIn can help you forge partnerships with other educational institutions, nonprofits, or local businesses. These partnerships can lead to collaborative projects, sponsorship for school events, guest speaking engagements, and more.
- Advertising: LinkedIn's advertising platform allows you to target ads based on specific criteria such as location, industry, job title, skills, etc. This can be useful for targeting promotional campaigns, recruitment ads, or event invitations to the most relevant audience.
Marketing Advice for Schools found that 54% of the people who answered their survey used LinkedIn for marketing and communications in the 2020/2021 school year which has risen from 34% in 2018.
Remember that LinkedIn has a more professional focus compared to other social media platforms. The content you share should reflect this tone and offer value to a professional audience.
Using LinkedIn for Schools
Creating a School Page on LinkedIn
A dedicated LinkedIn page for your school can act as a central hub for sharing updates, news, and insights. It's also a fantastic way to showcase your school's achievements, faculty expertise, and alumni network, thus enhancing your credibility.
Connecting with Alumni, Teachers, and Industry Experts
LinkedIn helps schools build connections with alumni, educators, and industry professionals. These connections can serve as a valuable resource, contributing to your school's growth and offering mentorship or partnership opportunities.
Participating in Educational Communities
LinkedIn hosts several communities dedicated to education. Active participation in these communities allows your school to connect with professionals in the same field, share best practices, and gain insights from experts, which in turn enhances your visibility and reputation.
Establishing Thought Leadership on LinkedIn
Sharing Educational Insights
LinkedIn provides an excellent platform for schools to share their expertise and innovative teaching methods with a global audience. By doing so, schools can position themselves as thought leaders, attracting recognition and engagement from a diverse audience.
Publishing Articles and Blogs
With LinkedIn's publishing platform, schools can delve deeper into educational topics through longer-form articles and blog posts. This activity not only showcases your school's expertise but also contributes to its thought leadership.
Joining Groups and Discussions
LinkedIn groups offer a platform for meaningful discussions. By actively participating in these groups, schools can expand their network, establish authority, and build relationships with individuals with similar interests and goals.
Leveraging LinkedIn Analytics
Tracking Engagement and Reach
LinkedIn's analytics feature provides critical data on post-performance, allowing schools to understand the effectiveness of their content and adjust their strategies for better impact.
Monitoring Competitors and Trends
Keeping tabs on the latest trends, competitors, and influencers in the education industry is easy with LinkedIn. This knowledge helps schools maintain a competitive edge and stay informed about emerging practices and technologies.
LinkedIn: The Networking and Thought Leadership Powerhouse
LinkedIn is a powerful ally for schools looking to extend their digital marketing strategies. By establishing a solid LinkedIn presence, your school can build a professional network, engage with its community, and position itself as a thought leader in the field.
FAQs
Let's wrap up with a quick Q&A session to answer some common queries:
How can schools enhance their LinkedIn profiles?
A complete and engaging profile description, regular content updates, engagement with connections, and showcasing your achievements can optimize your school's LinkedIn profile.
Is LinkedIn appropriate for all types of schools?
Yes, LinkedIn is versatile and can be beneficial for different educational institutions, including universities, colleges, schools and academies.
Can LinkedIn assist schools in attracting potential students?
Absolutely! A strong LinkedIn presence can positively influence prospective students researching institutions online by showcasing your faculty, alumni network, and academic accomplishments.
How frequently should schools post on LinkedIn?
While the frequency can vary, maintaining regular activity on your LinkedIn profile, with updates at least once or twice a week, is recommended.
Can individual teachers and staff members benefit from LinkedIn?
Yes, LinkedIn offers ample opportunities for professional networking, career development, and knowledge sharing within the educational community, making it valuable for both schools and individuals.
And that's a wrap on our LinkedIn exploration! Are you excited to start building your professional network and establishing thought leadership on LinkedIn? Need more guidance? You can always call us on 07877883023 or drop us an email at
Stay tuned for the next chapter of our digital marketing adventure, where we'll dive into another exciting platform. Let's continue to explore the digital landscape together, one platform at a time!