The Power of Retargeting: Why Parents Need to See Your School More Than Once
As a school leader, you know how crucial it is to attract the right families to your school. But here's a reality: the first time parents visit your school’s website doesn’t always lead to an immediate inquiry or application. Research shows that the majority of website visitors don’t convert on their first visit. That’s where retargeting comes in, a powerful digital marketing tool that can dramatically increase your school's chances of engaging those prospective families who need a little extra nudge.
What Is Retargeting and How Does It Work?
In simple terms, retargeting is the practice of showing ads to people who have previously visited your website but didn’t take action—whether that’s filling out an inquiry form, scheduling a tour, or applying. By keeping your school in front of prospective families that have visited your website as they browse other digital channels including social media platforms, retargeting ensures that your school stays top-of-mind, increasing the likelihood that they will return and complete the desired action.
How it works:
Visitor Interaction: A family visits your school’s website, perhaps browsing your programs or tuition information.
Cookie Placement: A small piece of code (cookie) is placed in their browser that tracks their activity.
Ad Display: As the family moves on to other websites or social media platforms, your school’s ads follow them, reminding them of your school and encouraging them to take the next step.
Why Parents Need to See Your School More Than Once
It’s easy to assume that a single visit to your website will result in an immediate inquiry, but the reality is that most families need multiple touchpoints before they’re ready to make a decision. Parents are making one of the most important choices in their children’s lives, and that decision requires time, trust, and information. Here’s why retargeting is so effective:
✔ Building Trust Over Time: The more familiar a family becomes with your school, the more likely they are to trust you with their child’s education. Retargeting allows you to consistently stay in front of them, building that trust over time. By displaying your ads across various platforms, parents feel they know your school better, which can influence their decision to engage.
✔ Providing Information When They’re Ready: Parents may not be ready to inquire on their first visit to your website. They might need to think about logistics, compare schools, or discuss options with their family. Retargeting ensures that your school’s messaging reaches them at the right moment, offering valuable information when they’re ready to make a decision.
✔ Increasing Brand Recall: Retargeting ads help reinforce your school’s brand message. Seeing your ads more than once increases the chances that parents will recall your school when it comes time to make a decision. This repeated exposure can be the key difference in why they choose your school over others.
✔ Cost-Effective Advertising: Instead of targeting a wide audience, retargeting focuses specifically on individuals who have already expressed interest by visiting your website. This means your advertising budget is spent more efficiently, targeting a warm audience who’s already shown intent.
How to Implement Retargeting at Your School
Set Up a Retargeting Pixel
Work with your website developer to add a retargeting pixel (such as Facebook or Google) to your website. This allows you to track website visitors and serve them with relevant ads. At Schoolcraft, we like using Google Tag Managers to house all of these pixels so there is only one edit needing to be made to your website's code.Create Engaging Ads
Create ad designs that grab parents’ attention and provide them with information they need at different stages of their decision-making process. Highlight key aspects of your school, such as your unique programs, upcoming events, or your school’s values.Segment Your Audience
Not all visitors to your website are the same. You can segment your audience based on their actions—such as visitors who looked at tuition or those who explored extracurricular activities. Tailor your ads to speak directly to these different interests.Measure and Adjust
Track the effectiveness of your retargeting campaigns by measuring metrics like click-through rates, conversions, and inquiries. Use this data to adjust your ads for optimal results.The Bottom Line: Retargeting Drives Results
The Bottom Line: Retargeting Drives Results
In today’s competitive K-12 landscape, retargeting is one of the most effective ways to stay connected with prospective families. It allows you to remain in their minds, nurturing them until they’re ready to take the next step in their enrollment journey. By showing parents that your school is not only a good fit but also a school they can trust, retargeting can play a pivotal role in boosting your school’s enrollment.
Ready to start retargeting for your school? If you’re looking to make a bigger impact with your digital marketing efforts, consider implementing retargeting as part of your strategy. Let’s chat about how retargeting can help your school stay top-of-mind for prospective families. Whether you're looking for expert guidance or actionable strategies to implement on your own, we’re here to help you find the best approach to boost inquiries and enrollment.
