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Big changes are on the horizon in the digital marketing space for 2023, and a lot of them are swirling around that big behemoth: Google. The coming implementation of Google Analytics 4 and the sunsetting of fremium tools like Google Optimize aren’t necessarily going to be something a day-to-day internet user will notice, but it’s going to make for a big shift in how businesses and organizations leverage digital marketing.

What does this mean for you, your school, and your enrollment prospects?

It could make it a little more challenging to get what you need from your search and digital ad campaigns if you’ve been trying to manage all of that yourself up to this point. There were around 3.5 billion Google searches per day in 2022 — that’s not traffic anyone can afford to miss out on, and Google knows it. Which is why they’re encouraging organizations of all sizes to engage experts in making their marketing goals happen, especially Google Partners.

So what are your options?

Schools that are looking to bring in some digital marketing expertise can go a few different ways:

  • You can hire an in-house digital marketing manager. Obviously, this can be very appealing because you’ll have a person under your organizational umbrella, dedicated to your school and prospects. On the downside, they’re just one person, which means you’ll be limited in terms of expertise and implementation. And you’ll lose some time onboarding, training, and getting them up to speed.
  • You can hire a freelancer. This is definitely a cost-cutting option because you’ll only have to pay per-hour for what the freelancer directly does for you. Of course, the downside of this is that it’s a lot more tenuous of a relationship. There are security and confidentiality concerns, and you could waste a lot of time and money trying to find a freelancer who will produce the kind of quality work you need.
  • You can hire a marketing agency. We’re obviously a little biased on this; we won’t pretend otherwise. You could definitely argue that hiring an agency might be a bit more expensive and comes with some contracts, terms, and commitments, but there are a lot more benefits than downsides. You can hit the ground running with a whole team of people who have made it their careers to understand the ins and outs of the digital marketing space. And this team is perfectly positioned to help you take advantage of all the new tools and techniques that develop.

Why you should choose EdwardsSchoen as your partner

If you’re a school, university, or education institution and you agree that hiring an agency is your best option for navigating the wild world of digital marketing, then (plot twist!) we think you should partner with us at EdwardsSchoen. But this isn’t bias talking — it’s confidence.

Our experience

Our founders, Aaron Edwards and Jeremy Schoen, started their careers in higher education marketing almost 20 years ago, and since establishing ES, they’ve assembled a team of professionals with deep knowledge of the education sector. Combined, we have over 100 years of experience working with education clients.

Our mentality

We know nothing gets down without hard, dedicated work, and we bring that “grind” mentality to the business. Each and every day, our teams show up, come together, and do whatever it takes to innovate, support, and guide our clients.

Our structure

ES is a boutique agency with large agency experience. Our goal is to meet our clients’ needs by staying nimble and accountable, being quick to respond to questions and concerns, and keeping our availability open so that you never feel left in the dark.

Our connections

In addition to our client connections, we’ve built a number of different industry partnerships, including being a Google Partner, a Meta (Facebook) Marketing Partner, and a Microsoft Advertising partner. We leverage our long-standing relationships with Google Ads and Meta Ads representatives to give our clients every advantage and pride ourselves on staying on top of the latest changes and offerings within the various PPC and paid social ad platforms.

The tl;dr summary

The digital search space is poised to get more complicated and harder to navigate on your own. You deserve to get the most out of your campaigns and your marketing dollars, and we know we can deliver that for you. If you’re ready to get started, give us a call at 785.550.0610 or contact us here .

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