Leilani Bruce Published on May 29, Just two decades ago, higher education marketing was remarkably different. Recruitment campaigns had a one-size-fits-all mentality, relying on glossy viewbooks with a single perspective. But times have certainly changed when it comes to university marketing strategies!
As you read, take note of any areas you could add or strengthen.
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Students are bombarded with messages that all begin to sound the same. In fact, Gallup reports in a recent study,.
Effective Education Marketing Strategies
We recommend:. And it represents both our reality and our aspiration. Colleges are starting to forego expensive direct mail lists in favor of search engine optimization.
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When you do SEO the right way, your ideal students will find you. What are the keywords and phrases students might type into Google as they research their college decision? We suggest:.
Google Keyword Planner is a free tool that generates keyword ideas, helps you see how often terms are searched, and provides the level of competition per term. In other words, it tells you how many other people are using ads to try and rank for these terms. College websites are notoriously maze-like because they need to share a huge amount of information with many different audiences. Their revamp included a new content management system, updated navigation, modernized design, faster speed, and improved search engine optimization. One of the major benefits of digital marketing is that you can see the results of your efforts, often in real-time, and make course corrections with every campaign and tactic.
We recommend creating key performance indicators KPIs in a dashboard, so you can regularly evaluate how your plan is doing. Here are a few important ones:. By monitoring the statistics in Google Analytics , universities can see the results of their digital marketing efforts in real-time - and make continuous improvements to get the best return on investment.
Content can support your higher education marketing strategy by:. Many universities create blog posts that are more like press releases.
They focus on awards, alumni donations, or notable faculty joining the school. But this is a missed opportunity. As we noted above, your potential students are doing a lot of online research before they select a school. By writing blogs that offer helpful information about your programs, you can guide them along their decision-making process. Our client Everglades University uses their blog to answer common questions prospective students have about career paths from their program offerings.
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This will naturally draw the right students to their website. When it comes to marketing strategies for universities, most educational institutions invest in formal recruitment videos. This is definitely a worthy marketing tool. However, the American Marketing Association points out,. Marketers are under pressure to make their institutions shine, but keep in mind that videos that are too polished may not be as appealing to your audience as a genuine, authentic delivery. Consider how you might incorporate shorter, more casual videos for different social media platforms.
11. Use infographics
For example, on the Hashtag Higher Ed podcast, Temple University shared that some of their greatest successes in video marketing came from simple, user-generated content. They have students vlogging about their day once a week on YouTube. Temple University has several students who offer a glimpse of their daily life by vlogging on YouTube. In other words, offer a way to engage in conversations with your current students, faculty, and staff. Consistency is important in this space, so your voice should be recognizable and always represent how you want your institution to be perceived.
On its annual Purdue Day of Giving, Purdue University uses social listening to identify donors and then responds personally to anyone who mentions their donation on social media. Many universities have begun using Pay Per Click PPC advertising as a supplement to search engine optimization because it offers the allure of faster student lead generation.
The key to a great PPC campaign is targeting.
Marketing Strategy
To get the best results, you need to know:. PPC Advertising can be tremendously effective, but there is a learning curve. If your university needs quick results, it might be smart to hire a digital marketing agency to get your strategy on track without risking your budget. To get the best return on investment for your PPC ad, it needs to be targeted. Make it personalized! People who opt into your email are usually the most invested candidates or alumnus.
You need to capitalize on this open invitation.
Why Does the Education Sector Need Education Marketing?
During the focus groups QS undertook as part of the international student motivations reports, a majority of respondents across the world cited employability as a major reason for wanting to study abroad. Offering clear information on how a degree pursued at your institution will translate into a successful career is paramount for success. Focus on their individuality, and the personal support your institution will offer.
The University of Birmingham is a great example. The university has its own dedicated YouTube channel for the careers sector, on which they promote the range of services on offer to potential students:.
Higher education marketing: Crucial strategies & trends
For a more authentic input, consider enlisting your current students for advice on your marketing channels. Often, campaigns aimed at young people are unintentionally condescending. Marketing strategies can underestimate how discerning young people are, and the kind of things which will appeal to them. The campaign was rightly lambasted — no one could seriously suggest that the producers are directly responsible for Brexit, but… When creating a campaign aimed at young people, treat them as what they are — adults making serious life decisions. Condescending campaigns are not only bad for convincing students to go to your institution, but can also give your university a bad image.
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