Digital marketing is one of the most important tools a university can use to attract new students. However, universities often have limited resources to implement these strategies and find it difficult to coordinate them across different departments and initiatives.
Higher education marketers must be innovative and nimble when it comes to digital marketing for universities. They need to be able to adapt their campaigns and strategies quickly as the landscape changes, so they can ensure they have the best possible opportunities for success.
Branding is a vital part of any higher education institution’s marketing strategy. It helps build awareness of your university and increases trust among the community.
A strong and consistent brand is a powerful tool to attract prospective students and increase enrollment rates. It also gives your school a voice and allows you to communicate your values and mission to the community.
Make sure to develop a consistent brand image across your digital channels and marketing materials. This will help people remember your school and encourage them to visit your website.
Create a student ambassador program to get real-world perspectives from your students and showcase what it’s like to study at your institute. This will help prospective students see what it’s really like to attend your institute and make their decision to enroll.
Invest in digital content that demonstrates how a degree from your institute can help students reach their career goals and achieve a better quality of life. This will encourage students to take the next step in their academic journey and give them the confidence they need to make a college choice.
Segment your audience based on a variety of factors, such as age, location and interest and behaviors. This will help you target the right individuals with your marketing to improve your conversion rate and reduce bounce rates.
Lookalike audiences are a great way to target potential students who share similar traits as your current students or customers. This can help you reach a much larger group of potential students than you would otherwise be able to afford, without spending a fortune.
Personalization is another critical aspect of higher education marketing and communications. Gen Z is highly savvy to glossy marketing, so universities must be able to show that they are human and not just a faceless company.
Audience segmentation is an essential component of any higher education marketing agency campaign, but it can be difficult to do without access to complete constituent metadata and data. This information can be gathered through various methods, including online forms, surveys and social media.
Using an email marketing platform with a robust, flexible workflow can help higher education marketers easily create personalized messages for individual students, alumni or other constituents. It’s also a great way to ensure that the message you send is targeted and relevant.
The right digital marketing platform can also provide features such as email retargeting and targeted advertising, which can be used to keep your university top-of-mind with prospective students. These features can also be used to track the performance of your campaigns and make tweaks as needed.