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Brendan Schneider
7 Tips to Demonstrate E-A-T and Rank Higher in Google
7 Tips to Demonstrate E-A-T and Rank Higher in Google

In August 2018, Google announced a new algorithm update called Medic, and since that time there’s been a lot of buzz about E-A-T. E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. According to Google’s Search Quality Rater Guidelines (QRG), E-A-T is one of the top five ranking factors Google uses to evaluate website content. As a matter of fact, E-A-T is so important it is mentioned 186 times in the QRG.

Google has maintained the focus for websites should be to build great content and provide a good overall experience for users. …


8 Facebook Ad Targeting Tips to Improve Your Return on Ad Spend
8 Facebook Ad Targeting Tips to Improve Your Return on Ad Spend

Facebook ads can help drive traffic to your school’s website, build brand awareness, increase inquiries and enrollment. Facebook ad targeting is the process of selecting the criteria by which Facebook will decide who will see the ads you create. No matter how much you are investing in Facebook advertising, you will boost your results by adjusting the audience targeting of your ad campaigns.

Why Is Facebook Ad Targeting Important?

Facebook ad targeting is important to your return on ad spend (ROAS) for one simple reason — in order to gain conversions, you have to ensure the people viewing your ad are likely to be interested in…


8 Best Productivity Hacks for School Marketers
8 Best Productivity Hacks for School Marketers

As a school marketer, you spend a great deal of time just trying to stay on top of everything — from reading and responding to emails, developing content, managing social media, and more. You might be wishing you had more hours in a day, but that’s unrealistic. So how do you boost your productivity without having to find more time in your too-busy schedule?

School marketers often face pressing challenges: too little resources, demanding deadlines, content development challenges, and multiple channels and networks to manage. The need to be more productive is at an all-time high, but so is the…


How to Set Up and Use Google Analytics Custom Segments for School Marketing
How to Set Up and Use Google Analytics Custom Segments for School Marketing

Google Analytics is one of the most potent tools school marketers have, outside of your marketing channels themselves. It allows you to see how people are behaving and engaging on your website and whether they come from your PPC campaigns or another source.

One of the only downfalls of Google Analytics is that sometimes there’s actually too much data to sort through to see what exactly it is you’re looking for quickly. That’s where Google Analytics Custom Segments are helpful.

What Are Google Analytics Custom Segments?

Segments are simply subsets of your user data in Google Analytics. All Users would be all the data Google Analytics…


12 Tips to Increase Landing Page CTA Conversions
12 Tips to Increase Landing Page CTA Conversions

Your school will significantly benefit from landing pages that convert at a high rate. Higher conversion rates mean more inquiries, and ultimately, more enrollments. The purpose of a landing page is to capture leads that then go into your inquiry funnel.

Every detail of your page should have a reason for being there. Every choice you make should have strategic reasoning behind it. And, once you have your basic layout, you will need to test different aspects of your page to determine what is working — and what’s not.

Landing Page Optimization

The process of enhancing or refining your landing page is called…


18 Powerful Secrets Behind Successful School Marketers
18 Powerful Secrets Behind Successful School Marketers

Marketing is at the heart of every independent school organization, from small to large.

The importance of marketing cannot be over-emphasized; marketing is the main driver of inquiries and enrollment. A solid marketing strategy leads to wider publicity for your school, attracting new families.

Good marketing boosts enrollment and builds your school’s reputation as more people learn about the advantages of private school education as well as what your school has to offer.

Marketing, therefore, can be seen as the process of creating interest in your school and establishing relationships with potential families. …


7 Ways Marketing Has Changed Since COVID-19
7 Ways Marketing Has Changed Since COVID-19

School marketing has fundamentally changed, possibly forever.

Of course, the goal of marketing is still the same — initiate brand awareness, increase inquiries, create affinity, and ultimately secure enrollment goals.

The COVID-19 global pandemic forced us to change the way we lived our lives and conduct our marketing.

The health crisis impacted schools of all sizes, and everyone has had to adapt their approach as well as the implementation of their marketing strategies — possibly from here on in.

Here are seven ways COVID-19 has changed the future of marketing.

  • Increased demand for SEO and paid search

The importance of…


4 Ways to Boost Remote Team Productivity in 2021
4 Ways to Boost Remote Team Productivity in 2021

Working remotely is not a new concept. Many schools have been employing remote teams for years, especially for jobs difficult to fulfill in the local job market. There are many remote working tools and apps making it easier for employees who want the option to work from home.

The COVID-19 pandemic ushered in a new era of working remotely. Many people expected they’d be working from home temporarily when stay-at-home orders were mandated. Even a year later, many school employees are still doing their jobs from home.

The pandemic has spearheaded a shift for employees who work in educational organizations…


A School Marketer’s Guide to Successful Email Marketing
A School Marketer’s Guide to Successful Email Marketing

Writing good emails is challenging.

You want to write emails that will be opened, clicked, and remembered — each and every time.

Some school marketers may wonder whether email marketing is still a viable marketing strategy. There’s so much focus on video, social media, and chatbots, it may seem like email marketing is no longer viable.

But the reality is that email marketing is not dead. Email marketing is still going strong and may be the best marketing strategy to gain inquiries and enrollments. According to Statista, approximately 281.1 billion emails are sent every day.

Email is a powerful marketing…


First-Party Data and How to Use It for School Marketing
First-Party Data and How to Use It for School Marketing

Understanding the family enrollment journey is one of the most complex challenges school marketers face today. Potential families are constantly sharing information about their needs, wants, and preferences with every interaction they have with your school.

And parents expect schools to provide relevant and personalized experiences on every channel, or they will consider going elsewhere.

Collecting and analyzing consumer data is no longer optional. Data is an essential aspect of effective marketing. For years marketers have relied on cookies to track the actions of internet users for years. However, Google has announced they will no longer use third-party cookies. …

Brendan Schneider

I help school marketing, communication, and enrollment professionals use the power of the internet to market their schools at SchneiderB.com.

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