The landscape of higher education is rapidly changing. Enrollment numbers are declining, tuition costs are rising, and the role of politics, collegiate athletics, and competition from online learning platforms are all increasing the challenges of higher learning institutions. It has never been more important to focus on the right marketing strategies to attract and retain students.
From our vantage point as an agency, we’ve laid out our top seven higher education marketing strategies. With our experience in SEO, paid search, content marketing, web design, social media, and photography, we’re confident in what’s below.
1. Leverage the Power of Digital Marketing
The results of a strong online presence will come from using strategies like social media, content marketing, and SEO effectively. The point is to leverage digital marketing to show off the cool stuff your institution offers. Through targeted digital marketing campaigns, you as the university or college can attract qualified students, enhance brand awareness, and work to increase your enrollment goals.
2. Craft Compelling Content
Content is king. That same phrase rings true for higher education. To attract and retain students, your institution must create content that is informative, engaging, and relevant to your target audience. It should also entertain. This includes blog posts, social media updates, videos, and other forms of digital content that your target audience of prospective and current students can see and think, “Yeah, I can definitely see myself there.” With consistent, high-quality content, you can establish your institution as a thought leader and position yourself as a valuable resource for prospective students.
3. Build Strong Relationships with Alumni
The day you graduate, everyone tells you to lean on alumni. There’s good reason for it. An alumni base is your shared community of people who keep you tied to your university. Alums serve as brand ambassadors, mentors, and financial supporters, fostering strong relationships with current students and other alumni. As the institution, lean on your alumni base. They’re the ones who have benefited from your service. Think about a hair salon and those positive Google reviews that serve as proof the salon delivers on their promise of quality. Your alums are walking Google reviews, only better.
Implement alumni engagement programs, such as networking events, mentorship opportunities, and fundraising campaigns to keep your alumni engaged and feeling valued.
4. Focus on Student Experience
Providing an exceptional student experience is more important than ever. Young people want the degree, but they also want the college experience they hear so much about. By prioritizing student experience, you can differentiate your institution, attract top talent, and build a strong sense of community. Maybe you have current students market to prospective students in an authentic way so they know what they’re walking into. To go back to leveraging digital marketing, your social media accounts are a great place to show off your student experiences.
5. Embrace Diversity and Inclusion
Diversity and inclusion are essential for creating an inclusive campus community. You not only create a welcoming and inclusive environment, but you also attract a diverse student body, enhance academic excellence, and prepare students for our globalized society. What does this involve? Highlighting students on your website (don’t use stock photos!), showcasing your study abroad programs, featuring students on your social media, and interviewing people on campus about their daily routines.
6. Utilize Data Analytics
By analyzing data from sources like website traffic, social media engagement, and student enrollment, you as the institution can gain valuable insights into your students’ behavior, preferences, and challenges. This data can then be used to personalize communication, tailor marketing campaigns, and identify areas for improvement. Marketing isn’t a one-size-fits-all approach and by using data to your advantage, you can test out what registers the best with your target audience. It’s the data that informs how well your creative is doing to reach your ultimate goal—attract and retain students.
What Did We Learn?
Don’t worry, there’s no pop quiz. We were never good at those.
Today we learned marketing for this demographic is challenging. It requires dedication and time, constant thought and pivoting, and a mix of data and creativity. We as an agency know how to walk that line to achieve your goals and stay honest to students in the process. Let’s talk today. Schedule a call below.
