There are many channels you can use to reach prospective students, but these five are some of the most effective and a great starting point if you’re not sure where to begin:

1. Your Website
Your website is often the first place someone will go to learn about your school, so it needs to make a good impression. If your site is outdated, unappealing, or difficult to navigate, visitors will be unlikely to apply.

Since first impressions are 90% design-related, the layout and design of your website have a major impact. Your website needs to be both engaging and aesthetically pleasing. Use colors and graphics that match your branding but aren’t distracting from your content.

One of the first things to focus on for your website is navigation. Information should be easy to locate, with minimal clicks required to reach desired content. Students have many technical schools to choose from, so if they have to waste time clicking through multiple pages to find information, they’ll likely move on to another option. Organize your content and navigation system in a straightforward and visually appealing way.

Another important aspect of your website is the content itself. The content on each page should be up-to-date and accurately reflect the programs and services your school offers. Ensure any new information that may be beneficial to a prospective student is included.

Finally, be sure to include your contact information on each page. A student shouldn’t have to dig through multiple pages to figure out how to contact you. Every page should have your email address and phone number in the footer. The easier it is for visitors to get in touch, the more likely they will be to do so.

2. Search Engine Optimization (SEO)
With so many technical schools competing for students’ attention, you want your school to be among the first they see in search engine results.

SEO involves optimizing your website to rank higher and be more visible in search results for keywords and phrases related to your programs. One of the first steps in any SEO strategy is keyword research.

The more relevant Google determines your content to be to a searcher’s terms, the higher you’ll rank in search results. Identify the keywords your target audience uses (like “technical school in New york” or “electrical technology programs Newyork”) and incorporate them throughout your site to boost your rankings for those keywords.

Optimizing your site to rank higher for the keywords potential applicants search improves your chances of attracting them to your site and encouraging them to apply.

3. Pay-Per-Click (PPC) Advertising
PPC advertising is a cost-effective online advertising model.

Traditional marketing methods involve paying to get your message in front of people, but you don’t know if it’s reaching your target audience. For example, a radio ad might sound like a great idea, but if people change the station when ads come on, it’s a waste of your budget.

PPC gives you control over who you market to because the ads show up in search engine results based on the keywords a user searches. You bid on the keyword or phrase you want to show up for, and if your bid is one of the highest, your ad appears above the search results and links to your website. You only pay if a user clicks your ad.

PPC ads are easy to track because you can monitor the number of clicks you receive. As you run your campaigns, you can determine which ads are the most effective and pause the ones that aren’t working as well.

4. Email Marketing
Email marketing is one of the oldest forms of digital marketing, and it’s still around because it works. In fact, for every $1 you invest in email marketing, you have the potential to earn an ROI of $50.

To start using email marketing to reach students, your first step is to build a list of subscribers. Add a sign-up form to your website and encourage students to join your email list.

Once you’ve built a list of subscribers, you can start sending emails with helpful information they’d be interested in. For example, you could send information about specific programs you offer, tips to prepare for technical school, news about industries you offer programs in, and other useful information.

5. Social Media
Your target audience spends over six hours a week using social media, presenting a significant opportunity to reach and engage with potential applicants.

Being active on social media allows you to establish your brand and build relationships with students. Rather than being seen as just another school competing for their tuition, you can show that you’re dedicated to offering valuable education and preparing them for their careers. This is great for your school’s reputation.

Use platforms like Facebook, Twitter, and Instagram to connect with prospective and current students. Engage with students and respond to any questions, comments, and concerns. You can also post new information about your programs, photos of events and projects on campus, and share news about industries you offer programs in.

The more active you are on social media, the more loyalty and trust you will build among students.