Higher education these days is not a necessity for young adults. After graduating from school, going to college is an option for most students. To be successful in life and follow your dream, education is important. But for reasons unknown, most university seats are empty or have few students.
Also, students looking to get admission into prestigious colleges are looking for more. The university needs to change their marketing strategy. It is because the technologies and learning pattern is changing. Students expect more modern technologies or teaching methods so that they don’t gain only theoretical knowledge, but also practical ones.
Keeping both of these things in mind, the educational marketing sector needs to up their marketing tactics. In the year 2019, some trends came forward regarding marketing for the educational sector. The same will continue in the year 2020. You need to understand and implement the same if you want to see some results.
In this article, we will discuss these trends.
1. Focus more on video advertisements
A population gets a message or information more by 65% when they see it on video rather than text. That is why universities or higher education sectors need to include video advertisements in their marketing strategy.
They need to show their college or school and what happens there, the infrastructure, the technologies used, and so on through a video. Also, don’t stop posting the video on the university’s site. Doing more than that, like posting it on YouTube or running a TV ad can also help deliver your message across more students.
Also, create a video that has emotions in it and tells a story. It is a powerful way to connect people with your universities.
2. Social media influencers
Social media is a powerful tool, and the biggest element of this tool is influencers. Every marketer is aware of influencers, if you are not, you might be living in the stone age.
Influencer marketing in the educational sector means finding students who are popular on social media and get them to share their experience.
Students can use their social media platform to engage other students. They can show them how euphoric their high school or university experience is, and what you will be missing out on if you skip it. They can tell them the positive points of getting into a particular university or so on.
All you need to do is find a student with a good number of followers and engagement rates. After that, they can promote your university by posting pictures of the campus, of the events that take place there, and so on. You can also edit your images using Canva.
3. Ensure your website is mobile-friendly
While doing research on the internet for higher education, students are using their mobile phone. Simply because it is more accessible and easier to use. Thus, if your website is not accessible on mobile or doesn’t load fast enough, it can be a significant change.
If your website doesn’t appeal to the students, how will your campus and educational structure? Work on making your website more mobile-friendly.
4. Word-of-mouth marketing for more reach
Many marketers believe that word-of-mouth marketing is a dying breed. But it is far from the truth. In this digital age, people trust more reviews or recommendations from real people than brands itself.
So, one of the best ways to encourage people to join a university is by bringing former students. They can tap into the mind of the prospects which can help your marketing strategy.
Even the statistics suggest the same. 70% of consumers trust an online review by a peer more than a brand’s content. One way to use this in your favor is by creating a hashtag where every person sharing thoughts about you is accessible to others in one roof.
5. Live-stream your lectures
Another way to show what universities or colleges can offer to new students is by showing them the quality of lectures you have. When they can see the depth of knowledge you offer, and its practicality, it can engage tons of people.
Now, how to make sure that people outside the lecture room hear it? Well, you can live-stream it. Oxford does it, so can you. It is a great marketing strategy providing your target audience tons of things to look at.
6. Blogs can help
The blogs about your university, and what it offers can gain the attraction of quite a few people. It not only informs people but also brings in more traffic on your website. Blogs can work, but only if they offer relevant and authentic content.
You can guide students about courses in fields that they don’t have much knowledge about or so on. Also, use statistics, images, infographics, and so on to make your blog more appealing. Insert links for enrolling in a specific course or so on.
One way to make sure blogging works for you is by guest posting. You can guest post on relevant and quality websites or blogs. Since your university has a prestigious presence, you might not face trouble with the same.
People reading that blog can click on the link and check out the site themselves. Also, backlinks work too.
7. It is important to be authentic
When it comes to education marketing, being authentic is certainly necessary. If you are not authentic, it can be the difference between reaching to the right students or the wrong ones. Posting ads like seats are going fast or enrol now will not work with today’s students. Why? It is because they want to see authentic content and do research to make an informed decision.
An educational institution is seen as authentic when it has an excellent website which informs students about the campus life, the courses, in-depth details about the professors and so on. Along with that they have good social media presence and have paid advertisements too. All this connects students emotionally showing how a college or university can bring about a change in a student’s life in a positive manner.
8. Your website’s ranking matters
A student would decide whether to enrol in your university or college based on your website. It is one place where they could find every piece of information which can influence their decision. Now, to do that, your website should come in the top ten Google searches for best universities or colleges. To do that, you need to increase your website’s ranking. These SEO tips can help you increase traffic to your website:
- Keywords are important if you want people searching for you to find you. Do keyword research and include the popular ones in your content.
- Make sure whatever content you have on your website is the best, relevant, and helpful for the students. You should add keywords in these containers as well.
- Create a blog as they can help bring a lot more traffic to your website.
- Meta descriptions are important for your website. The word limit for the same is 300, and it tells the students about your university/college. The main aim of this is to attract willing students to your website to enrol.
- Guest posting is also important as it can bring students to your site. Write about a specific course and publish it on an educational and popular blog. A student looking for options might use the link.
9. Email marketing
Email marketing is a useful marketing tactic that many educational institutions are using nowadays. It is hard, but most students searching for a good college would like to be on a mailing list for the same.
If your email has relevant information for a student, they will read it entirely. So focus on creating a newsletter which can help bring more students to your institution. They are low cost too, so it won’t burden your marketing department. Here are some tips:
Mobile-friendly: Make sure your email newsletter is mobile-friendly. Millennials today use their mobiles a lot more than other tools to access video, images, and emails. You would miss out on a lot of target audience if your mails are not accessible on a smartphone.
Creative fonts: Use fonts that appeal to the eye and attract students to read the whole email. Make sure to not use more than two fonts, and they should be clean, not weird or unreadable.
Use visuals: A text-only email is not going to attract your audience. You need to add a visual. It can be an image or an infographic or so on that fits with the theme of your email. You can make amazing infographics using Canva.
10. Voice assistant
With Alexa and Google Home, personal voice assistants are changing the way students search online. It is important that your educational institution becomes a part of this revolution as well.
Higher education is important because it shapes your personality and future. When students see the results of a good education, they will enroll. These methods aim to do that only, create meaningful relationships with students.