Presently, the model is to source high-quality content (for free) from educational consultants, psychologists, academics etc; commission guides to education in each country; then sell advertising slots in the magazine and on the website to international schools.
International schools are expensive, so the audience is fairly high net-worth individuals - therefore selling advertising to companies services associated with moving home, managing finances and logistics has also worked.
Last week, I pitched a school's marketing officer and was asked, 'If we sign, will you give us leads (email addresses of parents who have signed up to our newsletter)?'
The obvious answer is 'No', because aside from questionability legality, if a parent signed up for our education newsletter, then received emails from ten schools, they'd quickly be unhappy.
However, it got me thinking about leveraging existing traffic and content more efficiently; as well as creating/shaping new content to improve our revenue potential.
Presently, schools advertise with us, get their own page for content and an email hyperlink to contact their admissions team with enquiries. We have no idea how many leads are generated by doing this and responding, 'We don't know for sure' isn't a fantastic section of a pitch.
- Could a Wordpress plugin allow us to track how any enquiries are sent to schools from our webpages? This could use an email hyperlink; or we could replace the hyperlink with a text box.
- While the content of these emails would be interesting, I can't imagine it'll be OK for us to see the emails. At the least though, could we track how many leads are generated for each school that advertises with us?
- I've researched WP plugins, but have struggled to cut through the vast number of plugins for tracking leads generated via enquiries to OUR company. We're looking to track leads generated for our CLIENTS' companies. Any suggestions?
Ultimately, parents visit our website and spend cash with advertisers - but our clients are marketing managers at schools/universities. We're creating content for parents, but not creating content for our actual clients - and nurturing them (especially schools who say 'No, for now') would be great.
- Could we adjust the content we provide, or create a new newsletter, specifically for clients? Our content at the moment is around child well-being, educational trends and living in XXX country.. How could we get marketing managers of schools who don't advertise with us (yet) to at least sign up for a newsletter?
Any suggestions around enhancing the content we offer and our tracking systems to improve not just our revenue, but the value we can offer to customers, would be super-appreciated.