Video Marketing: The Secret Weapon for Indian Schools with an Example of a Parent’s Journey
Are you looking for a way to attract more parents and students to your school? Do you want to stand out from the competition and showcase your unique value proposition? If yes, then you need to harness the power of video marketing. Video marketing is the use of videos to promote your school and persuade your target audience to take action. In this article, we will show you how to create a video marketing funnel for your school, a series of videos that guide the viewers through different stages of the customer journey, from awareness to action. We will also give you an example of how a video marketing funnel can help a parent choose a school for their child. Read on to discover how video marketing can be your secret weapon for increasing your school’s admission rate.
Stages of a Video Marketing Funnel
Awareness stage
Consideration stage
Decision stage
Video Marketing: An Example of a Parent’s Journey
To illustrate how a video marketing funnel can work for Indian schools, let us take an example of a parent who is looking for a school for their child. The parent’s name is Poonguzhali, and she lives in Coimbatore, Tamil Nadu. She wants her child to get a quality education that prepares her for the future. Here is how a video marketing funnel can help Poonguzhali and her husband Ravi choose a school for their child:
Awareness stage:
Poonguzhali sees a 1-minute video ad of ABC School on Instagram ad. She gets curious about the school. At the same time, Ravi searches online for “best schools in Coimbatore” and finds a video titled “Why Choose ABC School for Your Child’s Education?”. He clicks on the video and watches it. The video is a 2-minute live action explainer that introduces ABC School, a CBSE-affiliated school that offers a holistic and innovative education for students from pre-primary to senior secondary. The video highlights the school’s vision, mission, and values, as well as its academic, co-curricular, and extracurricular activities. The video ends with a catchy slogan: “ABC School: Where Learning is Fun and Future-Ready”. Poonguzhali and Ravi discuss the school and both are intrigued by the video. They want to learn more about the school.
Consideration stage:
Ravi visits the school’s website and finds a video titled “What Makes ABC School the Best Choice for Your Child?”. He clicks on the video and watches it. The video is a 5-minute documentary that showcases the school’s quality and reputation, by featuring testimonials from students, parents, teachers, and alumni, as well as its achievements, awards, and accreditations. The video also provides more details about the school’s curriculum, pedagogy, and assessment, as well as its facilities, amenities, and infrastructure. The video ends with a persuasive statement: “ABC School: The School that Parents Trust and Students Love”. He fills his details in the website. At the same time, Poonguzhali searches about ABC School on YouTube and finds the same video. Ravi and Poonguzhali are both impressed by the video and consider the school as a viable option for their child. They decide to visit the school.
Decision stage:
Ravi receives a WhatsApp message from the school with a video titled “How to Secure Your Child’s Admission in ABC School?”. He clicks on the video and watches it. The video is a 3-minute call to action that motivates Ravi to act quickly and confidently, by highlighting the limited seats, deadlines, and offers available for admission, as well as the success stories and outcomes of the school’s graduates. The video also provides the contact details of the school and the steps to apply online. The video ends with a compelling message: “ABC School: The School that Guarantees Your Child’s Success”. Ravi is convinced by the video and decides to enroll his child in the school. He fills the online application form and pays the admission fee. He receives a confirmation message from the school and a welcome video from the principal. He is happy and satisfied with his decision.