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Blogging for Schools: Identifying Your Target Audience

Posted by Kim Schlauch on Feb 10, 2015 3:00:00 PM

target audience

Blogging is a proven way to increase traffic to your school’s website.  However, to achieve this goal you need to post blogs that will draw the right traffic to your site.  The kind of traffic that will convert into leads and ultimately result in new students for your school.  In other words, to create the right content, you need to know who you are trying to attract.

Before you can start writing blog content, you need to have an understanding of your target audience.  How?  By creating what is known as a buyer persona, or in the case of schools, a parent persona.

What is a Parent Persona?

A parent persona is a fictional representation of your ideal customer based on real data and educated speculation about demographics, behavior patterns, motivations and goals.  Developing parent personas is an ongoing process that begins by taking a look at and talking with your current parent population to identify trends and make assumptions regarding what your ideal customer might look like.  The process continues by doing more research to build on those assumptions in order to come up with a realistic character sketch of your ideal customer(s).

Since they provide key information regarding your ideal customers,  parent personas are valuable not only to your blogging efforts, but to all of your school marketing activities.

Creating Parent Personas

If you have not yet had the opportunity to create parent personas, here are some suggestions for information to collect to get you started: 

  1. Name - Bring them to life by making them specific.   Give each parent persona a name that clearly describes them.  Example:  “Bob and Betty Busy,” or “Frank and Fran Family.”  Find an image that visually represents them (it is best to use a stock image and not a photo of someone you actually know). parent persona

  2. Demographic Details - Include information such as such as age, income level, education, employment details.

  3. Goals - List their interests and desires.

  4. Pain Points - Identify the challenges they face.

  5. Create Their Story - Weave the facts you have collected into a detailed representation of who this persona is as a person/family.

Parent Personas and Blog Writing

With an understanding of your target audience, you can create content that is relevant to them.  To come up with specific blog topics, take a look at your parent persona’s goals and pain points.  What could you write about that would help them identify ways to achieve their goals or address their pain points?  Here’s an example:

Parent Persona Pain Point:  Both parents work and there is just not enough time in the day for them to accomplish all that needs to get done.

Blog Post Idea: Time Management Tips for Busy Families

Offering content that appeals to your target audience’s specific needs and desires can help establish you as a trusted and reliable resource.  And, it just might spark in them a desire to learn more about your school.

Taking the time to develop parent personas can help you develop blog content that is relevant and appealing to those you are trying to reach.  In addition, it can aid you in the generation of numerous blog topic ideas to help you produce quality blog content on a consistent basis, resulting in increased traffic to your school’s website and ultimately an opportunity to grow your enrollment.

How to Grow Your School by Blogging

Topics: Buyer Personas, Blogging