If you’re a school looking to increase enrollment, you need to be where parents are — digitally. If you’re not using digital marketing, you’re missing a key opportunity.
Schools are catching on. 56% of preK-12 schools increased digital marketing spending last year, yet 31% still lack dedicated funds for it, according to Niche.
With so many options, it can feel overwhelming. That’s where Zoe Marketing & Communications can help.
Here’s a breakdown of key digital tactics that drive enrollment and how to get started.
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5 key digital marketing strategies for schools
1. Search engine marketing (SEM): Top options for schools
A strong first step is search engine marketing (SEM), which typically includes Google Ads, that drive traffic to your website based on keywords people search.
There are four key types:
- Search ads: Text-based results
- Display ads: Image-based banners
- Video ads: YouTube placements
- Local ads: Appear in Google Business Profile results
And you can target them by:
- Location filters: City, ZIP code or radius
- Demographics: Household income, age, interests
- Affinity segments: People searching for education-related topics
In particular, these options work well for schools:
CPM ads (cost per 1,000 impressions)
Budget-friendly and great for brand awareness.
- Cost: $0.50-$4 per 1,000 impressions
- Best for: Reaching a broad audience affordably
Re-engage site visitors with targeted follow-ups.
- Cost: $0.70-$1.25 per click
- Best for: Converting interested parents
PPC ads (pay-per-click)
More competitive, but highly targeted.
- Cost: $1-$2 per click (or higher for competitive keywords)
- Best for: Schools with a larger budget looking for immediate leads
2. Social media ads: Where schools should focus
Organic posting is essential, but paid social ads reach more parents. Like SEM, they allow precise targeting.
Where to focus:
- Facebook & Instagram: 81% of moms are on Facebook; 53% use Instagram (Edison Research).
- Pinterest: 63% of moms use it. A great platform for discovery and brand awareness.
Costs:
- Facebook/Instagram: $1-$2/day (impressions), $5/day (clicks/views)
- Pinterest: $2-$5 per 1,000 impressions, $0.10-$1.50 per engagement
3. Content marketing: Telling your school’s story
Content builds trust and authority, positioning your school as a leader.
Two approaches:
- Sponsored content with media partners: Professionally written, promoted articles that reach target audiences. Cost: $250-$2,500 per article.
- Content on your own site: Blogs, guides, and checklists that drive traffic. Requires consistent publishing and paid promotion. Cost: $50-$2,000 per piece.
4. Email marketing: Why it’s impactful for schools
Email remains a top performer — 60% of people say marketing emails influence purchases (SalesCycle).
Two strategies:
- Leveraging third-party lists: Media or marketing partners promote your school to targeted parents.
- Tapping into your own list: Keep in touch with interested parents who haven’t enrolled yet.
5. Search engine optimization (SEO): Steady awareness
Search engine optimization, or SEO, ensures your school is easy to find on Google. Even if parents search your school’s name, poor SEO could keep you off page one.
Key SEO factors:
- Strong content answering parent questions
- Keyword optimization for search visibility
- Fast-loading pages and good user experience
- Optimized page titles, URLs and metadata
Next steps to market your school
To market your school, start with search engine ads. From there, reach moms on social media — Facebook, Instagram and Pinterest. Content marketing builds trust, while email keeps your school in front of parents. And SEO ensures families can find you.
Need a strategy? Talk us at to Zoe Marketing & Communications. We specialize in school marketing and can help customize a plan to meet your enrollment goals.
Still figuring out the best tactics for your school? Explore:
