How to Use Student and Parent Testimonials to Attract More Students
Testimonials from students and parents are a powerful marketing tool that can help your school attract new students and showcase your institution's strengths.
Why Testimonials Work
Testimonials provide an authentic and genuine insight into the experiences of students and parents at your school. These first-hand accounts can help build trust, credibility, and create a sense of community, which can greatly influence the decision-making process for prospective families.
Importance of Social Proof
Social proof is the psychological phenomenon where people conform to the actions of others, especially when making decisions in uncertain situations. Social proof conveys a strong trust signal, often used in the marketing world to guide consumers to make decisions about choosing a product.
According to a study by Nielsen , 83% of consumers trust recommendations from people they know, and 66% trust consumer opinions posted online. This demonstrates the significant impact that social proof, such as testimonials, can have on attracting new students to your school.
Difference Between Testimonials vs Reviews
While both testimonials and reviews provide valuable insight into your school's performance, there are key differences between the two.
Testimonials are typically positive endorsements given by satisfied students or parents and are often shared by the school itself. Reviews, on the other hand, are feedback posted on third-party platforms and can include both positive and negative opinions.
Types of Testimonials
There are various types of testimonials that can help showcase your school's unique qualities and successes. Each is powerful in its own right, and some are more useful than others. Here are the different types of testimonials you can receive from your parents and students:
Video Testimonials
Video is an engaging testimonial format that can help capture the emotion and enthusiasm of students and parents. A well-produced video testimonial featuring students or parents speaking candidly about their positive experiences at your school can be highly persuasive to prospective families.
Consider including footage of campus life, classroom activities, and extracurricular events to provide a comprehensive view of your school's offerings. Remember to keep the videos concise and ensure they reflect the genuine emotions and experiences of those featured.
Quotes
Written testimonials from students and parents can be easily incorporated into your website or marketing materials. Collect quotes that highlight specific aspects of your school's strengths, such as academics, extracurricular activities, community involvement, or supportive faculty.
You can use these quotes in various ways, such as featuring them on your homepage, incorporating them into your marketing brochures, or displaying them on banners during school events. Aim to use a diverse selection of quotes that represent different perspectives within your school community.
Social Posts
Encourage your school community to share their positive experiences on social media platforms , creating organic testimonials that can reach a broader audience. By fostering an environment where students and parents feel comfortable sharing their stories online, you can benefit from the power of word-of-mouth marketing.
Be sure to monitor and engage with these social posts by liking, commenting, and sharing them on your school's official social media accounts. You can also create a specific hashtag for your school, which will allow you to easily track and curate content generated by your community.
How to Ask for Testimonials
When seeking testimonials from students and parents, be considerate and respectful of their time. You can start by identifying individuals who have shown enthusiasm for your school or have a unique story to share. Reach out to them through email, phone, or in-person conversations, and explain how their testimonial can positively impact your school's image.
Make the process as easy as possible by providing guidance on what to address in their testimonial and offering different formats for them to share their story (e.g., video, written quote, or social media post).
Thank the Parents
Show your appreciation to those who provide testimonials by expressing your gratitude and acknowledging their contribution. This not only strengthens your relationship with them but also encourages a positive school culture. Hand-written notes go a long way to show your heartfelt appreciation for their help.
Share Your Testimonials
Once you have collected testimonials, share them strategically on your website, social media platforms, and marketing channels. Use a combination of formats and ensure they are easily accessible for prospective families to see.
Watch Your Inbound Prospects Increase
By effectively showcasing testimonials from satisfied students and parents, you can significantly impact your school's appeal to potential new students. This is one of several ways to help increase enrollment and foster a thriving school community.
