The world of higher education presents exciting opportunities for marketers. Specifically, there are opportunities in the space that a variety of different motivations and behaviors can tap into.
Many high school graduates don’t see college as a necessity, and enrolment has also dropped. This is not surprising, especially when the very idea of college conjures up images of burdensome student loans.
With the current state of the economy, the higher education market has become more competitive than ever. To attract potential students and increase enrolment, higher education institutions need to market themselves not just through enrolment numbers, but by building a brand that is visible and credible.
Higher education marketing is all about developing strategies that will attract more leads and applications to your institution.
Why Is Marketing Important in Higher Education?
Digital marketing has significantly impacted not only higher education marketing, but higher education as a whole.
These are the main benefits of marketing programs in higher education.
Connect With Prospective Students
Connecting with prospective students is the main reason digital marketing is important in higher education. Let’s face it, students are constantly connected to the internet through channels like social media.
Students are raised in an age where digital familiarity is a given. A marketing campaign targeting potential candidates should focus on these digital channels. Again, one of the best ways to do this is through social media advertising. This strategy is aimed at gathering followers and driving engagement.
Social engagement (likes, follows, and shares) is essential as it builds credibility and trust between the institution and students. In the age of digital marketing, it’s a good idea to connect with people even before they’re eligible for higher education.
It’s important to engage your potential students as part of a marketing plan. By starting young, K-12 students will be exposed to your brand from the very beginning of the program, allowing you to establish proper brand awareness.
Like schools and universities with a certain reputation and prestige, it is also important for higher education institutions to create and develop a brand. Whether you’re looking to increase enrolment or grow your audience, digital marketing will help you spread your higher education brand more widely.
Digital marketing gives you a more comprehensive method of getting your brand out there. With the right marketing strategy, you can easily target potential students and parents alike.
Digital marketing also provides a level playing field as it allows smaller educational institutions to compete.
For example, with a strong SEO marketing strategy, a less popular higher education institution website can appear on the first page of Google, earning more in terms of conversions and students in the long run.
Personalized Marketing Approach
When it comes to higher education marketing, traditional methods are not enough. Traditional marketing does not offer a personalized approach to communicating with the target audience.
Higher education marketing requirements vary from school to school. Therefore, a one-size-fits-all approach to marketing is not the best solution for higher education institutions.
On the other hand, digital marketing is a data-driven strategy that addresses the specific needs of your institution. For example, higher education institutions vary in their goals.
For example, law schools and business schools often publish different objectives due to their different goals. A data-driven marketing campaign will consider data about student activities, engagements, and interactions.
Higher Enrolment Rates
The main benefit of digital marketing is ultimately converting leads into sales. In higher education, institutions compete for the attention of potential students awaiting enrolment.
Without making your institution known through marketing, you will need incredible luck to catch the attention of potential candidates, even if you already have a certain level of prestige, word of mouth can’t do much.
For example, a higher education campaign focused on search engine optimization (SEO) can attract students looking for a specific major, sport, or degree.
With a top-notch SEO strategy, if someone types in “Bachelor of Arts in Graphic Design,” there’s a chance they’ll show up on the first page of search engines. Of course, there is still room for improvement by using long-tail keywords with low competition.
Plus, you can use local marketing to advertise your niche demographic, which is great for smaller organizations because it allows them to target high-value students without breaking out a ton of their budget first.
Measurable Form of Marketing.
There are many ways to determine if your social media efforts are successful. It’s hard to track because it’s very hard to measure word of mouth because there’s no retention indicator.
Traditional marketing methods such as radio or print media are difficult to measure. With digital marketing, it’s the other way around, where every method you use can be measured.
Digital marketing takes the guesswork out of determining if your higher education marketing is really working. There is no shortage of marketing tools to achieve this goal.Many of these tools allow you to track your campaign in real time so you can see which strategies are working and which aren’t.
Then you have the essential information to dedicate more resources to the strategies that are working or to adjust those that are not working well.Digital marketing allows you to stay on top of your higher education campaign and focus on strategies that are likely to drive conversions.
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