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Higher education marketing is basically focused on raising awareness and generating interest in college and university programs. Traditionally such strategies included print, radio and TV advertising, but in recent years more new advanced methods came into play. The Internet provides unlimited capabilities from SEO to Google Ads that determine the future of higher education marketing and help to attract more applicants by driving enrollment numbers.
As going to college is no longer a must, marketing strategies aim to strengthen colleges` brands and increase their reach to grab the attention of potential applicants. There are many strategies in marketing university can use to hit these goals:
Students are no longer limited by the classrooms as long as they have smartphones at hand. There are many mobile-optimized college websites, video lessons, courses, guides and textbooks and many of them are totally free.
Advertising becomes more targeted and personalized: remarketing allows displaying ads to those who already visited the website thus reminding them about the college. Native ads closely match the content of the website also giving opportunities to attract attention while the content itself answers all the questions students may have about the institution. Such ads you can find when looking for help with college homework or asking Google for a speedypaper discount.
Over 65% of users learn better by watching videos than reading stuff which makes video marketing highly effective. Students may expect to see many video ads not only on websites but also on such platforms as YouTube.
This is a very common way that cannot be avoided in a modern world (3.4 billion people use social media every day). Almost all universities already have accounts on Twitter, Facebook, and Instagram where they share interesting and useful information for their subscribers.
Colleges take care of their websites` search rankings so that students can easily find them using their voice assistants. High search rankings increase the number of users on a website, which makes SEO one of the important trends in higher education marketing. It consists of quality content, meta descriptions, and attention to keywords. For example, typing « write an essay for me» you will be redirected to a writing service while entering «LA college» you will see a list with websites of LA colleges.
This is an old but not dead way to reach the audience which can bring results if used correctly. Around a third of college newsletters are opened and read.
An opportunity to speak with university employees online is a great way to start communication with potential applicants. Some websites even allow a video chat option with school representatives.
This is underestimated but a powerful instrument in education marketing that allows colleges to deliver useful information. Articles can be also published on other sources thus attracting traffic to the website.
Many social media posts can be automatically published within equal intervals. Even more convenient become automated telephone calls made to prospective enrollees.
All modern colleges already have own mobile apps in addition to the websites. Such apps often have high-quality graphics and aim to help mobile users better navigate through the scope of information.