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Internet usage among teenagers has sparked from 92% in 2014 to 97% today. Whether it’s about sports or education – they find their interests online. As everything is available online, the educational sector, including institutes like high schools, colleges, and universities, is also climbing on the bandwagon.
The competition is so tough that if you want to stay in the league, you must adopt top marketing strategies for universities. If you want to learn more about university marketing strategies, stick along. This guide discusses the eight best marketing strategies to help your university gain popularity in the digital world.
Before we unfold the marketing guide for universities, it is important to understand the importance of the digital world. We know nothing can replace a pen and paper. They have the power to change the world. But things are changing drastically as we progress and enter the digital age. Gone are the days when people used to wait for the newspapers. The internet keeps us posted live today.
Thus, no matter how old or prestigious the university is. It must get an identity in the digital world. How can we create a marketing plan for a university to make it stand out among competitors online? Let’s find out.
Utilizing SEO is a natural way to attract prospective students to apply and join your institution. By employing search engine optimization, marketers in higher education can scrutinize their competitors. It helps them identify the specific keywords their potential students will search for. This strategy involves crafting top-notch content to establish your university’s credibility.
As your website’s credibility grows, it aids in elevating your content’s position on Google. Ensuring it reaches the intended audience. But, it’s important to note that SEO is a strategy focused on long-term organic growth. Quality content requires time to achieve high rankings on search engines. You will have to be patient.
Crafting an effective SEO strategy for higher education involves several key activities. These activities include:
It’s crucial to fulfill all the requirements in an SEO checklist tailored for universities to achieve a high ranking. While SEO may not deliver immediate results, it is critical to building your website’s authority. This authority is essential for attaining organic rankings on search engines and gaining the right traffic.
Content marketing in the context of universities involves crafting and sharing free, pertinent content to attract potential students. The goal is to encourage them to enroll. Effective content marketing can increase organic traffic to your university’s website. The individuals attracted through this method search for solutions to their issues or information about universities that meet their preferences.
The variety of content that can be produced includes:
Content marketing and SEO strategies complement each other. Therefore, the initial step in developing a content marketing strategy for our clients involves identifying high-value keywords. These keywords then serve as the cornerstone for the content creation and publishing schedule.
Each keyword reflects a group of individuals seeking solutions. By optimizing your content for these search terms, you position your content in the path of potential students. They discover it while searching on Google.
However, only publishing occasional content pieces does not excel in content marketing. It’s crucial to produce content that is of high quality. It should be valuable and engaging to your audience.
Pay-per-click (PPC) advertising is a digital marketing strategy where advertisers are charged each time someone clicks on their ad in the search engine results pages (SERPs). It adds wings to your website, taking it to the top.
Many universities now capitalize on PPC campaigns to advertise their programs. The goal is to increase website traffic and conversion rates. This method can drive visitors to higher education websites and generate leads.
Yet, ensuring that these advertisements are targeted and resonate with the intended audience is necessary. Otherwise, all the effort and money will be in vain. If the ads aren’t relevant to the viewers, the clicks might not be fruitful. There will be no point of investment.
Email marketing enhances enrollment numbers and deepens engagement with potential students. It also maintains connections with current students, parents, and alumni. It stands as a strong channel for communication within the educational sector.
Initiating a straightforward newsletter is best for universities to get started with email marketing. This method ensures a steady flow of valuable content, fostering regular engagement with your audience. It’s an effective way to introduce your institution’s values, updates, and opportunities to a broad audience.
Your website should offer compelling lead magnets to gather email addresses. There should be resources valuable enough for visitors to exchange their email addresses. Following this, nurturing these new connections becomes crucial. Automated email campaigns and consistent newsletters are instrumental in this phase. They allow a structured yet personal approach to communication.
The content of your newsletters can vary. It can include exclusive articles, a curation of useful resources, or summaries and links to published material. The goal is to provide content that resonates with your audience, adding value to their inbox rather than clutter.
Incorporating a simple email autoresponder series alongside a regular newsletter can amplify the impact of your marketing strategy. This approach ensures that every subscriber receives a personalized introduction to your university, fostering a sense of belonging and interest from the outset.
There are two critical email sequences that every university should implement:
This series serves as the initial handshake, introducing subscribers to your university. Share content showcasing your institution’s essence. It will help subscribers understand, appreciate, and trust your educational environment.
Following the welcome, the focus shifts towards guiding prospective students towards a key action—signing up for a campus tour or understanding the application process. This sequence should be goal-oriented, with each email designed to move the subscriber closer to making a decision.
5. Promote Your Achievements
Highlighting the achievements of students who have overcome obstacles and reached their goals is an effective way to prove the value of your institution. Sharing these real-life success stories shows your school’s commitment to student success. It highlights the institute’s role in equipping them for their future careers.
Such narratives showcase your school’s supportive environment. It emphasizes the tangible outcomes of investing in education at your institution. They serve as powerful testimonials to the readiness and ability of your graduates. How they make significant contributions in their respective fields attracts prospective students.
By presenting these stories, you affirm the transformative impact of your school. You make it an attractive choice for those looking to make a difference in their lives and careers.
Incorporating video into your university’s digital marketing efforts goes beyond engaging prospective students. It’s a dynamic way to highlight your campus’s culture, the student community, and your institution’s core values.
Video is a flexible and approachable format that can communicate your messages creatively. It’s a key component of any content strategy. This format has the perk of providing timely analytics. Metrics like views, form completions, likes, and application rates help you track your progress.
Videos that are concise and to the point have a higher engagement rate. The short format is successful because all social media platforms support and promote sharing short video content.
Consider exploring a range of topics for your videos, such as:
Social media marketing aims to boost the visibility and appeal of your university. It expresses what your institute offers. This strategy is instrumental in attracting new students, keeping current students engaged, and nurturing alumni relationships.
Universities should use various social media platforms to reach and engage with these audiences. Each offers unique opportunities for higher education marketing. Key platforms include:
These channels provide a direct line to potential students, offering them a glimpse into life at your university. Social media lets you showcase university events, highlight what sets your institution apart, and share personal stories from students and faculty. These insights give prospective students the comprehensive information they need to decide if your university fits them.
The popularity of podcasts has surged remarkably. In 2021, over 41% of Americans tuned into podcasts monthly, a significant increase from 26% in 2018. This rise highlights the growing interest and engagement with this form of media – making it an essential tool for content marketing strategies.
Universities have a unique opportunity to embrace podcasting as a versatile platform to reach a wide audience. They can target prospective and current students, alumni, donors, and staff. Podcasts offer a personal and engaging way to share insights, stories, and information. It creates a direct connection with listeners.
By incorporating podcasts into their content marketing mix, universities can explore various topics relevant to their audience. Podcasts can cover many subjects, from academic achievements and research breakthroughs to student life and alumni success stories. It is a valuable resource for the institution and its audience.
Moreover, podcasts provide a platform for universities to showcase their expertise, share knowledge, and build a community. As the trend continues to grow, universities that are podcasting can enhance their visibility, engagement, and impact within and beyond their academic communities. You can also boost your podcast’s impact further with podcast summaries.
Making it to the digital world and competing is necessary for universities today. With the internet becoming the go-to source for information, educational institutions must step up their digital marketing game to stay competitive. Thus, effective marketing of the university is compulsory.
This guide has explored eight powerful strategies to help universities shine online, from SEO and content marketing to social media and podcasting. Each strategy offers a unique way to connect with potential students, engage current ones, and build lasting relationships with alumni and donors.
Successful marketing strategies for universities involve understanding the importance of the digital landscape. Social media, search campaigns, and digital ads are key to reaching prospective students. Tailoring strategies to include engaging visuals and addressing the unique needs of the educational sector can significantly enhance a university’s appeal.
For students, blogging, SEO, affiliate marketing, SEM, social media marketing, and email marketing are among the best digital marketing types. These methods offer flexibility, the potential for income, and valuable skill development without requiring a specific background education.
To learn digital marketing, start with online courses and learn from professionals. Practice your skills, stay updated on trends, build a strong digital presence, take risks, seek feedback, network, and build credibility.
The University of Northern Iowa, Western Technical College, and Chippewa Valley Technical College are among the top schools for digital marketing in the United States. These institutions offer programs ranging from associate to bachelor’s degrees in digital marketing, catering to the growing demand for digital marketing professionals.
