{"id":4930,"date":"2021-11-12T06:10:07","date_gmt":"2021-11-12T06:10:07","guid":{"rendered":"http:\/\/zipzapsocial.com\/?p=4930"},"modified":"2021-11-12T06:18:54","modified_gmt":"2021-11-12T06:18:54","slug":"marqueting-digital-per-al-sector-educatiu","status":"publish","type":"post","link":"https:\/\/zipzapsocial.com\/ca\/marqueting-digital-per-al-sector-educatiu\/","title":{"rendered":"Estrat\u00e8gies de m\u00e0rqueting digital per al sector educatiu"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">La baixa natalitat i l\u2019alta compet\u00e8ncia dins del sector educatiu s\u2019han convertit en dos dels factors que m\u00e9s preocupen a les institucions educatives. Mentre en educaci\u00f3 obligat\u00f2ria ens trobem aquestes dues casu\u00edstiques, en la no obligat\u00f2ria i en la no reglada tamb\u00e9 s\u2019hi suma el fet que, l\u2019oferta est\u00e0 cada cop m\u00e9s diversificada. Per aix\u00f2 \u00e9s important definir i preparar amb temps aquelles accions que us permetran assolir els vostres objectius, ja que el proc\u00e9s de cerca d\u2019informaci\u00f3 comen\u00e7a mesos abans de prendre una decisi\u00f3. Per tant, el timming juga un paper crucial, aix\u00ed com les <\/span><b>estrat\u00e8gies de m\u00e0rqueting digital per al sector educatiu<\/b><span style=\"font-weight: 400;\"> que definim de la seg\u00fcent manera: <\/span><b>planificaci\u00f3<\/b><span style=\"font-weight: 400;\">, <\/span><b>captaci\u00f3<\/b><span style=\"font-weight: 400;\"> i <\/span><b>fidelitzaci\u00f3<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Planificaci\u00f3 estrat\u00e8gica i Pla d&#8217;Accions<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">La <\/span><b>planificaci\u00f3 estrat\u00e8gica<\/b><span style=\"font-weight: 400;\"> agrupa l\u2019estrat\u00e8gia i les accions que es desenvoluparan i que ajudaran a assolir els vostres objectius. Per donar forma a aquest document base, \u00e9s imprescindible realitzar un treball d\u2019<\/span><b>investigaci\u00f3 i an\u00e0lisi de diferents dades<\/b><span style=\"font-weight: 400;\">. Per preparar-lo, un dels primers exercicis ser\u00e0 l\u2019autoan\u00e0lisi. D\u2019aquesta manera es podr\u00e0 determinar aquells elements de valor que fan que la vostra marca i productes siguin \u00fanics, diferencials. Per aix\u00f2 \u00e9s necessari revisar quines s\u00f3n les vostres debilitats i fortaleses, quines amenaces s\u00f3n presents, aix\u00ed com les oportunitats. Aquest primer exercici ha d\u2019anar acompanyat de la informaci\u00f3 que ens proporcionen les seg\u00fcents preguntes: Qu\u00e8 oferim? Qu\u00e8 ens fa ser especials? Quin tipus d\u2019alumnes busquem? A quins canals els podem trobar?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">D\u2019aquesta manera, podrem <\/span><b>determinar els objectius als <\/b><b>quals es vol arribar des d&#8217;una perspectiva realista<\/b><span style=\"font-weight: 400;\">. Considerant que el m\u00e0rqueting educatiu engloba totes les accions que poden desenvolupar-se per captar l\u2019atenci\u00f3 del p\u00fablic objectiu, convertir-lo en alumne i fidelitzar-lo. Per exemple, entre els objectius que podem marcar, es podrien trobar els seg\u00fcents:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Augmentar la reputaci\u00f3, la notorietat i posicionament del centre educatiu.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Incrementar el nombre de matr\u00edcules.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Fidelitzar a l\u2019alumnat actual.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Dins d\u2019aquesta primera fase d\u2019an\u00e0lisi tamb\u00e9 \u00e9s rellevant fer <\/span><b>benchmarking<\/b><span style=\"font-weight: 400;\">. \u00c9s a dir, analitzar la compet\u00e8ncia i les bones pr\u00e0ctiques dins del sector en centres de similars caracter\u00edstiques. Per agrupar tota aquesta informaci\u00f3 i tota la resta per transformar-la en el Pla d\u2019Accions, el qual determinar\u00e0 el pas a pas que seguirem per assolir els objectius. Tamb\u00e9 fixarem les <\/span><b>KPIs<\/b><span style=\"font-weight: 400;\"> que ens ajudaran a mesurar les accions desenvolupades.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Captaci\u00f3 d\u2019alumnes i increment de matr\u00edcules<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Aquest podr\u00edem dir, \u00e9s un dels objectius per excel\u00b7l\u00e8ncia de qualsevol centre educatiu i actualment hi ha dos factors que hem de tenir especialment en compte: la digitalitzaci\u00f3 dels futurs alumnes i pares, combinada amb l\u2019\u00e0mplia oferta educativa. La qual, en estudis superiors que ofereixen universitats, centres de negocis o alguns instituts, el desenvolupament pot tenir lloc presencialment, online o en formats blended. Tampoc podem obviar la gran quantitat de plataformes formatives independents com Coursera, Udemy, LinkedIn Learning, entre altres, que ofereixen cursos espec\u00edfics a l\u2019abast de tothom.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Per aix\u00f2, en el moment en el qual ens trobem \u00e9s <\/span><b>imprescindible distingir-se digitalment, tenir clara la nostra proposta de valor i el p\u00fablic al qual ens dirigim o ens volem dirigir<\/b><span style=\"font-weight: 400;\">.\u00a0 Per\u00f2, com podem organitzar una <\/span><b>estrat\u00e8gia de captaci\u00f3 d\u2019alumnes<\/b><span style=\"font-weight: 400;\">? Anem pas a pas. Primer de tot hem de tenir present que, com coment\u00e0vem a l&#8217;inici, la cerca d&#8217;informaci\u00f3 comen\u00e7a mesos abans de prendre una decisi\u00f3 i que l&#8217;alumne o la seva fam\u00edlia passar\u00e0 per diferents fases:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">1) Reconeixement d&#8217;un problema o necessitat (l&#8217;inici o la continuaci\u00f3 dels estudis)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">2\ufe0f) Cerca d&#8217;informaci\u00f3 (els alumnes i les fam\u00edlies inicien el treball de recopilaci\u00f3 d&#8217;informaci\u00f3)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">3) Avaluaci\u00f3 d&#8217;alternatives (an\u00e0lisis de pros i contres de cada centre educatiu)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">4\ufe0f) Decisi\u00f3 de compra (es formalitza la decisi\u00f3)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">5\ufe0f) Comportament postcompra (fidelitzaci\u00f3 de l&#8217;alumnat)<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Un exemple pr\u00e0ctic, <\/span><a href=\"https:\/\/www.instagram.com\/p\/CWBHcb_oK8q\/\"><span style=\"font-weight: 400;\">el cas de Joan<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Cada fase s\u2019ha de treballar correctament, amb uns continguts adients i amb una estrat\u00e8gia que ajudi a posicionar el centre sota els conceptes que ens interessen. Tot aquest proc\u00e9s va m\u00e9s enll\u00e0 de publicacions a xarxes socials o la creaci\u00f3 de continguts de valor per al blog que donin resposta a les inquietuds d\u2019alumnes i fam\u00edlies. Hi ha molts altres elements que s\u00f3n importants de treballar en paral\u00b7lel, com el <\/span><a href=\"http:\/\/zipzapsocial.com\/ca\/com-millorar-el-posicionament-local\/\"><span style=\"font-weight: 400;\">posicionament local a trav\u00e9s d\u2019eines com Google My Business i Listings<\/span><\/a><span style=\"font-weight: 400;\"> o la inversi\u00f3 publicit\u00e0ria en aquelles plataformes digitals en les quals es troba i busca informaci\u00f3 el nostre p\u00fablic objectiu.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">No ens oblidem que aquestes <\/span><b>persones interessades<\/b><span style=\"font-weight: 400;\"> que contacten amb el centre en les fases 2 i 3 requereixen un <\/span><b>seguiment adequat<\/b><span style=\"font-weight: 400;\">, si no les volem perdre. En aquests moments estan rebent els impactes d\u2019altres centres educatius amb una proposta similar, i nosaltres els hem d\u2019enlluernar. <\/span><span style=\"font-weight: 400;\">Hem de ser capa\u00e7os de presentar-nos com la millor opci\u00f3 per al futur alumne.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Fidelitzaci\u00f3 de l\u2019alumnat i\/o la seva fam\u00edlia<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">La fidelitzaci\u00f3 \u00e9s un dels punts que molts centres educatius obliden un cop els alumnes han fet la matr\u00edcula. Per\u00f2 \u00e9s un dels aspectes m\u00e9s valuosos a treballar. Primer, perqu\u00e8 els alumnes viuen en primera persona l\u2019experi\u00e8ncia d\u2019estudiar al nostre centre i poden convertir-se en ambaixadors de la nostra marca. Segon, perqu\u00e8 segons el tipus d\u2019estudis ens interessa la seva continu\u00eftat al centre o, finalitzats els estudis, que puguin realitzar una formaci\u00f3 complement\u00e0ria.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">L\u2019estrat\u00e8gia a seguir en aquest punt, pot esdevenir molt diferent segons el tipus de centre educatiu. Entre la gran varietat d\u2019opcions, podem destacar-ne tres:<\/span><\/p>\n<ul>\n<li><b> Gravaci\u00f3 i producci\u00f3 de v\u00eddeos testimonials d\u2019alumnes o ex-alumnes<\/b><span style=\"font-weight: 400;\"> que ressaltin els valors de la marca i producte. Dels quals se\u2019n pot fer difusi\u00f3 a trav\u00e9s de canals com la mateixa p\u00e0gina web o les xarxes socials com YouTube, Instagram, etc. Dos exemples: <\/span><a href=\"https:\/\/www.instagram.com\/p\/CPnqEOEARpU\/\"><span style=\"font-weight: 400;\">Escola de M\u00fasica Creu Alta<\/span><\/a><span style=\"font-weight: 400;\"> (Sabadell) i <\/span><a href=\"https:\/\/www.instagram.com\/p\/CWGDQhUKyW1\/\"><span style=\"font-weight: 400;\">Escola de M\u00fasica Sant Gervasi<\/span><\/a><span style=\"font-weight: 400;\"> (Barcelona).<\/span><\/li>\n<li><b>Oferir activitats complement\u00e0ries i exclusives per als alumnes i les seves fam\u00edlies<\/b><span style=\"font-weight: 400;\"> organitzades des del mateix centre o en col\u00b7laboraci\u00f3 amb altres entitats. I oferir-les d\u2019una forma personalitzada (per aix\u00f2 \u00e9s imprescindible comptar amb una base de dades ben segmentada que permeti fer accions d\u2019email m\u00e0rqueting, per exemple).\u00a0<\/span><\/li>\n<li><b>Treballar la satisfacci\u00f3 dels alumnes (i les seves fam\u00edlies) i la millora cont\u00ednua<\/b><span style=\"font-weight: 400;\"> a trav\u00e9s de q\u00fcestionaris online. Aprofitar aquest recurs per analitzar el grau de satisfacci\u00f3, implementar millores i comunicar-les (fer valdre l\u2019opini\u00f3 dels alumnes).\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Aquestes <\/span><b>estrat\u00e8gies de m\u00e0rqueting digital per al sector educatiu<\/b><span style=\"font-weight: 400;\">, a m\u00e9s a m\u00e9s, ajudaran a millorar la reputaci\u00f3 i notorietat del centre i estimularan el sentiment de pertinen\u00e7a de l\u2019alumnat, afavorint la seva fidelitzaci\u00f3.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Quan la demanda baixa i puja l\u2019oferta \u00e9s imprescindible <\/span><b>crear una proposta de valor \u00fanica<\/b><span style=\"font-weight: 400;\">. Per aix\u00f2, el <\/span><a href=\"http:\/\/zipzapsocial.com\/ca\/el-metodozipzap-per-captar-mes-clients-per-al-teu-centre-educatiu\/\"><span style=\"font-weight: 400;\">m\u00e0rqueting educatiu<\/span><\/a><span style=\"font-weight: 400;\"> \u00e9s tan important en el context actual per tots els centres educatius, siguin p\u00fablics, concertats o privats, i aplicat a tota mena de centres de formaci\u00f3 reglada o no reglada: des d\u2019una llar d\u2019infants a la universitat, una acad\u00e8mia, una escola de m\u00fasica o de dansa\u2026<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">A <\/span><a href=\"http:\/\/zipzapsocial.com\/\"><span style=\"font-weight: 400;\">Zip Zap Social<\/span><\/a><span style=\"font-weight: 400;\"> comptem amb <\/span><b>m\u00e9s de 8 anys d\u2019experi\u00e8ncia en el sector<\/b><span style=\"font-weight: 400;\">, fet que ens ha perm\u00e8s forjar el nostre propi m\u00e8tode i posicionar-nos com una <\/span><b>ag\u00e8ncia especialitzada en m\u00e0rqueting educatiu a Barcelona<\/b><span style=\"font-weight: 400;\">. Bagatge que ens permet oferir unes <\/span><b>estrat\u00e8gies de m\u00e0rqueting digital per al sector educatiu<\/b><span style=\"font-weight: 400;\"> adaptades a cada centre, sigui quina sigui la naturalesa.<\/span><\/p>\n<p style=\"text-align: center;\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/zipzapsocial.youcanbook.me\/\"><span style=\"font-weight: 400;\">RESERVAR ASSESSORAMENT<\/span><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/zipzapsocial.com\/ca\/el-metodozipzap-per-captar-mes-clients-per-al-teu-centre-educatiu\/\"><span style=\"font-weight: 400;\">DESCOBREIX EL #M\u00c8TODEZIPZAP<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La baixa natalitat i l\u2019alta compet\u00e8ncia dins del sector educatiu s\u2019han convertit en dos dels factors que m\u00e9s preocupen a les institucions educatives. Mentre en educaci\u00f3 obligat\u00f2ria ens trobem aquestes dues casu\u00edstiques, en la no obligat\u00f2ria i en la no&hellip;<\/p>\n","protected":false},"author":6,"featured_media":4931,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[109],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Estrat\u00e8gies de m\u00e0rqueting digital per al sector educatiu - ZipZap Social<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zipzapsocial.com\/ca\/marqueting-digital-per-al-sector-educatiu\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Estrat\u00e8gies de m\u00e0rqueting digital per al sector educatiu - ZipZap Social\" \/>\n<meta property=\"og:description\" content=\"La baixa natalitat i l\u2019alta compet\u00e8ncia dins del sector educatiu s\u2019han convertit en dos dels factors que m\u00e9s preocupen a les institucions educatives. 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