7 Strategies for A+ Higher Education Marketing
The process of choosing an educational institution is a significant decision for both students and parents. It is one decision they have to get right, as it can shape the student’s future. This means they’ll be spending time online weighing options, talking with friends and family about potential programs, and feeding their eyes with what they see on social media.
According to Statista, 71% of respondents said they used Instagram while researching colleges. This figure represents the distribution of social media usage for high school students searching for colleges.
A solid marketing plan is essential for the growing enrollment in your school or educational program. As a marketing expert, it is your role to highlight the key features of your institution and get that information in front of prospective students.
Higher education marketing is the promotion of an institution to people pursuing a higher education degree of any kind. Now, let’s look at some strategies for A+ higher education marketing.
7 Strategies for A+ Higher Education Marketing
- Create Tailored and Targeted Social Campaigns
The role of social media in the lives of teenagers and young adults cannot be overemphasized. So, if your target demographic is a teenager starting their college search or a middle-aged parent hoping to change careers, then they are spending a lot of time hooked on social media platforms such as Facebook and Instagram, watching videos and chatting away.
This is why your institution requires a solid social media marketing strategy for all social media networks. Luckily, these platforms have made it easy through their customizable ad structures.
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Online Learning Incentives
Online lessons have become a norm ever since the coronavirus outbreak. Most universities and community colleges are now providing comprehensive virtual learning opportunities.
Sadly, not all students have the necessary resources or a conducive environment for remote study. In light of this, several educational institutions are providing financial aid for computers, tablets, Wi-Fi connection, and other necessities for taking online classes.
SEO
Examine your website and check the number of visitors you’re getting. The website should be a mix of videos, blog posts, and page landings. So, using that current infrastructure and optimizing your content for SEO is a simple win.
The majority of internet users rely on search engines as their main source of information on universities and colleges. Make sure your website is geared to reach them when they search for you by generating content they’d like to read, optimizing it with the appropriate keywords, and outranking other colleges in the search engine ranking.
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The Role of Diversity
Diversity is not uncommon in higher education. Although some laws prevent universities from discriminating against prospective students or employees on the basis of race or gender, social media campaigns have pushed schools to focus on inclusivity.
Institutions are recognizing the value of equal representation in their marketing efforts. Many are going above and beyond by demonstrating how they are trying to create a diverse, inclusive staff and student body that appropriately represents society.
Make Your School Stand Out From the Crowd
It’s awesome that your institution is a well-known college with highly esteemed professors, lots of activities, sports, and societies to engage the student body. But many other institutions have these things too; so, the real question is, what makes your school truly unique? Most leads are aware of what is available in terms of higher education degrees.
So to effectively persuade a new lead, you must highlight what makes your institution special. It could be that the alumni association can boast of five presidents, or that a famous band plays in the area every month, or a prestigious sports system that is sure to get students to the big leagues. Whatever it is, flaunt it, because you never know what might appeal to prospective students.
According to Statista, 89% of public four-year colleges and universities ranked online display advertising as effective for recruitment and marketing in 2018. It is a testament to how crucial digital marketing could be.
Email Marketing
Though other marketing channels may be getting all the attention, email is still a dominant force with a high return. Email marketing is an established strategy in the education industry for driving potential parent and student interaction, and enticing them through the admission funnel.
You may utilize a variety of email campaigns, but keep in mind that some crucial aspects, such as creative and relevant content, call-to-action, correct branding, and personalization, must be included.
Spread the Word About Your Good Press
Nothing makes for better marketing than good press. Did your university win a prestigious award? Did the institution get named as one of the top ten colleges in the country? Whatever the case may be, this excellent press shouldn’t be overlooked! Use it in your marketing initiatives to demonstrate to prospective students how good your institution is. Why? you ask. Because positive news is another technique to persuade prospects that your school is worth the investment.
Conclusion
Like many other organizations, universities and colleges are businesses, and they need students to survive. So, as an institution, an effective marketing strategy should be your number one priority to pull students into your admission funnel.