The Information Era
The way we obtain information, ask questions and entertain ourselves changes year-on-year; Vine came and went, Facebook user growth is slowing, and Instagram is now king of the social media world. But the vast majority of student recruitment strategies do not account for these changing habits.
The chart below looks at an average 60 seconds of internet usage in 2019. Your prospective students (and their parents) are using these platforms right now, and by targeting users with engaging content in the right online space, you can gain a competitive advantage.
The Importance of Digital Marketing in Education
Digital marketing is one of the most powerful tools for student recruitment. It allows you to find your target, start a relationship, and direct the conversation. Having a flexible, strategic digital marketing plan in place is essential for success.
A Website is Not Enough
What use is a great looking website without any visitors? Digital marketing is the most effective way to drive traffic to your site and to get people engaging with your brand. Here are my top tips for increasing website traffic:
Advertising on Google (Pay-per-click)
Google is, without a doubt, one of the most powerful tools for targeting. You can have your advertisements appear on top of the Google result pages for specific searches. It’s an excellent tool for both broad targeting (which drives lots of traffic to your site), and for more specialised targeting (which will engage those who are ready to convert).
Take Advantage of Social Media
What Google is for information, social media is for entertainment. For this reason, brands have the chance to engage with their audience on a different level; here you have an opportunity to show the fun, lively atmosphere of your institution. Through social media, it is also possible to target a very specific audience (by using location, age, gender and interests).
Invest in Content Marketing
Nothing converts prospects into enrolments quite like well-researched content. Through content marketing, you can engage with your audience on the topics that matter most to them. Create a video about the academic support available; show the student experience; provide a guide on the application process; target this content at the right audience and watch the applications fly in.
Optimise Your Website for Search Engines (SEO)
If your institution supports specific student needs, you’ll want to rank high on Google searches for related terms. By employing SEO techniques and strategies, you can increase visibility for your website for various search terms on Google and Bing. Logically organised websites and unique content helps search engines understand the value of your service.
Take Your Online Presence to the Next Level
Digital marketing is a cost-effective way of engaging with thousands of students and parents. Are you using all the available tools effectively? If not, you might be missing out on applications.
If you are looking to improve your organisation’s digital marketing strategy, why not schedule a free consultation with me, Ana Oliveira.
Alternatively, if you’re looking for more free stuff (who isn’t?!), you can subscribe to my newsletter to get regular news and tips about marketing in education.
Looking forward to hearing from you.
All the best,