Marketing in the Education Industry
When it comes to marketing, the end-goal, or destination, may stay the same, but the means to reach this destination will keep changing with new paths constantly being forged as marketers seek better and more efficient ways to reach out. As the renowned Greek philosopher Heraclitus once said, “The only thing that is constant is change.”
In this age of all things digital, the education sector has become more competitive and sophisticated than ever before – the invention of the Internet has been able to connect audiences to what they seek at a speed that conventional media could never hope to do. Therefore, if you are an education institution and have not yet worked on your dominant presence on the Internet, then you need to step up fast.
Digital marketing has emerged as a vital platform for the education industry to bolster enrolment numbers and brand creation, and make sure a brand is visible, engaging, and credible.
We look into the biggest marketing trends for the education sector in 2019 that will help you to attract more students in the 2019/20 academic years and beyond.
Embrace Video Marketing
The use of video is becoming more and more valuable to any marketing strategy. It is estimated that 65% of the population learns better by seeing images than reading words, which makes video marketing incredibly effective.
Additionally, video marketing makes it much easier to show off your school’s personality, thereby allowing viewers to connect with you more successfully. This will enable you to engage with them on a more personal level.
There are plenty of things you can create video content for, from campus tours to major on-campus events.
Use User-generated Content
Word-of-mouth recommendations might feel like a dying breed, but in fact they’re evolving to align with the digital landscape.
According to research, 70% of people trust online reviews and recommendations more than professional content and copy, and 72% of brands believe that shared user-generated content helps them engage their audience, tying into the whole brand-building side of higher education marketing.
By bringing content from current and former students into the eye-line of future prospects, they are much more likely to consider you.
Utilise Social Media
It’s a no-brainer that you want to place marketing materials where your target audience will see them. Potential higher education students — Gen Z and millennials alike — maintain an almost constant presence on more than one social media platform; therefore social media is where you should be putting all helpful information about your programmes, campus and more. Besides, you can create a connected experience for potential and current students by using hashtags or conducting live Q&As with faculty.
Video is a must, but personalised content will still be king when it comes to higher education marketing trends. When marketing your institution, it’s important to have a holistic view of your channels. Tailor your content to prospective students by keeping in mind what students look for in a university.
Ultimately, it’s communicating this in a personal way across the right channels that will result in a boost in application numbers.
Measure Analytics & Build on Results
Today, marketing tools are cheaper and more accessible than ever, meaning we’re likely to see a rise in the number of higher education institutions that are turning to their data and drawing deeper conclusions from it.
You can track campaign performance with the help of relevant digital marketing tools, which can help extensively when it comes to measuring and tracking the overall effectiveness of your marketing campaign. This marketing strategy can also be changed if the statistics of the institution are on a low. Digital marketing in the education sector helps to redirect the focus of the strategy and optimise the marketing mix.
If you’re not measuring every aspect of your marketing strategy already, you’re missing out, and it’s likely you’ll get left behind!
Thus, implementing a comprehensive and well-thought-out digital marketing strategy is essential for an educational institution to be successful in this era. This digital marketing strategy should be ideated and implemented properly so that the educational institution can enjoy all the benefits such as increased student enrolment, improved cost-effectiveness, and a stronger reputation.
Looking to stay ahead of these higher education marketing trends or catching up to the current online marketing landscape? We can help. WIN Creative Marketing is an industry-leading, strategy-based marketing agency, and we’d be happy to help you meet your goals to reach more students and grow your enrolment rate.