Hi, I’m Mitchell Slater, CEO of Slater Strategies, and I’ve been in marketing since I was 17. From the start, I loved the creativity, strategy, and the excitement of helping businesses grow. But for a long time, I didn’t have a clear direction—I just helped whoever needed marketing, regardless of the industry. It worked well, but I always had a feeling I could be doing something more impactful, something that truly aligned with my purpose.
That “something” came into focus just a few years ago. I was working with a few schools on digital marketing strategies, helping them grow their enrollment. It felt different from other projects—it felt important. We were filling empty seats, helping schools thrive, and, in a way, shaping the future of students. That’s when I realized: This is it. This is where I want to focus.
If you’re a digital marketer, CEO, or aspiring entrepreneur, I want to share some advice that helped me find my niche and passion. Whether you’re in education or another field, here are a few lessons I learned along the way.
Find the Industry That Excites You
For years, I dabbled in different industries, never really feeling connected to any one of them. But when I started working with schools, something clicked. I could see the immediate impact our digital marketing made. Schools were filling empty classrooms, reaching more students, and, in turn, securing the funding they needed to provide better education.
The lesson? Find an industry that excites you—not just one that’s profitable. When your work feels meaningful, you’ll be more passionate, motivated, and ultimately more successful. Sometimes, your niche finds you, but often, it’s about paying attention to where your work has the most impact and where your passion lies.
Focus on a Specific Problem You Can Solve
In every industry, there are gaps and challenges. In education, one of the biggest challenges schools face is balancing their mission of educating students with the need to market themselves. Schools don’t have time to focus on marketing—they’re too busy teaching, supporting, and nurturing students. And yet, without marketing, they can’t fill their seats or secure the funding they need.
That’s where I realized my business could help. We bridge that gap by providing the digital marketing expertise that schools need, allowing them to focus on what they do best. As a digital marketer or CEO, identifying a specific problem you can solve is key to success. Look for areas where your expertise can fill a need, and then specialize in solving that problem better than anyone else.
Build Trust by Proving Your Concept
Before I shifted my focus entirely to schools, I worked with a few as clients. The results spoke for themselves—we filled empty seats, grew enrollment, and helped those schools thrive. That’s when I knew we were onto something.
When you’re venturing into a new niche, it’s important to prove your concept. Start by working with a small group and delivering results. Let the success of your work build trust and credibility. In education, trust is everything. Schools need to know you understand their challenges and can deliver the solutions they need. Building that trust with a few clients at a time is the foundation for long-term growth.
Solve More Than a Business Problem—Make an Impact
Digital marketing is about more than just numbers, clicks, or conversions—especially in education. It’s about helping schools grow, ensuring they’re financially stable, and giving them the resources to provide the best education possible.
When you work in education, you have the opportunity to make a real impact. Every seat filled means a school has the resources to give students a better experience. Every successful campaign means a school is able to expand its reach, welcome more families, and support its community.
If you’re working in or aspiring to work in the educational space, remember that your efforts are part of something bigger. You’re not just solving business problems; you’re shaping futures. The sense of purpose you’ll find in making that kind of impact is beyond rewarding.
Don’t Be Afraid to Evolve Your Business
Shifting focus to digital marketing for schools wasn’t something I had planned when I first started my business. But as I saw the need and realized our ability to fill it, I knew it was time to evolve.
As an entrepreneur, you have to be willing to adapt and pivot when new opportunities present themselves. Sometimes, the best business decisions come from paying attention to where your skills are most needed, even if it means evolving your business or focusing on a different niche than you originally intended.
Final Thoughts
Focusing on digital marketing for schools has been one of the most rewarding decisions I’ve made. It’s allowed us to do more than just run successful marketing campaigns—we’re helping schools grow, thrive, and make a difference in the lives of their students.
If you’re a digital marketer or a CEO looking to make a bigger impact, I encourage you to find your niche. Focus on a specific industry, understand its challenges, and become the solution that people are looking for. Most importantly, choose work that makes you feel inspired and connected to something bigger than yourself. When you do that, success follows naturally.
Whether you’re building a business in the education space or looking for your next big challenge, remember: the most fulfilling work comes from helping others thrive. For me, that’s helping schools grow—and I wouldn’t have it any other way.
