Educational institutions, most often, face the challenge of adapting to an ever-changing digital landscape. With students increasingly turning to the internet for information and guidance, digital marketing has become an essential tool for reaching and engaging prospective students. Considering that 66% of college students are under the age of 24, while 85% of college students are on Instagram globally, it’s important to know how wide the reach of an educational institution will be when posting on social media.
According to a study conducted by Hootsuite, when people want to connect with any brand—or in this case an institution—this younger age group is more likely to engage with Instagram than other sources to find the information they need. Commendable right? So, let’s dive in to find out how digital marketing for educational institutions can help educational institutions to promote offerings and build a strong online presence, all throughout.
- 1 1. Cultivating a User-Friendly Website
- 2 2. Collaborating with Influencers and Student Ambassadors
- 3 4. Embracing Data-Driven Tools and Insights
- 4 3. Harnessing the Reach of Search Engine Optimization (SEO)
- 5 5. Embracing the Power of Social Media
- 6 6. Nurturing Leads through Email Marketing
- 7 7. Leveraging the Impact of Video Content
- 8 8. Embracing Continuous Improvement and Innovation
- 9 Takeaway
1. Cultivating a User-Friendly Website
Your website serves as the digital gateway to your institution, making it crucial to prioritize a user-friendly design that provides a seamless experience for prospective students and parents. Collaborate with a website design company to create a visually appealing and easy-to-navigate website that clearly outlines your institution’s programs, facilities, and unique offerings. You may also employ high-quality photography to showcase your campus environment and student life. For instance, in a study report published by CXL, it is empirically proven that 94% of first impressions are based on website design. Researchers analyzed how different design and information content factors influence trust in online sites. The study showed clearly that the look and feel of the website were the main drivers of first impressions.
2. Collaborating with Influencers and Student Ambassadors
Partner with influencers and student ambassadors who embody the values and culture of your institution. These individuals can share their experiences, promote your offerings, and connect with prospective students on a personal level. Carefully select influencers and ambassadors who align with your target audience and ensure their content resonates with your brand messaging.
4. Embracing Data-Driven Tools and Insights
Digital marketing for educational institutions generates a wealth of valuable data, providing insights into student behavior, preferences, and engagement patterns. Utilize data analytics tools to track website traffic, social media engagement, and email campaign performance. These insights will enable you to refine your strategies, optimize your content, and target your efforts more effectively.
3. Harnessing the Reach of Search Engine Optimization (SEO)
SEO plays a pivotal role in ensuring your institution’s website appears prominently in search engine results. Partner with an SEO outsourcing company to implement a comprehensive SEO strategy that involves keyword research, content optimization, and backlink building. This will enhance your website’s visibility and attract organic traffic from potential students actively searching for educational opportunities.
5. Embracing the Power of Social Media
Social media platforms offer a direct line of communication with prospective students, allowing you to share engaging content, answer questions, and build a sense of community. Engage with a creative digital marketing agency to develop a social media strategy tailored to your target audience. Utilize a variety of content formats, including informative posts, interactive quizzes, and captivating videos, to capture attention and foster engagement. Talking of social media, while most marketers might not think of Reddit as a traditional social marketing platform today, it’s commendable to find out that students regularly turn to its forums to ask questions and compare notes on prospective colleges – says, Sproutsocial.
6. Nurturing Leads through Email Marketing
Email marketing remains a powerful tool for nurturing leads and keeping prospective students engaged. Develop targeted email campaigns tailored to different stages of the admissions funnel. Share valuable content, answer frequently asked questions, and provide personalized updates to keep prospective students informed and engaged.
7. Leveraging the Impact of Video Content
Video is a powerful tool for storytelling and conveying emotions, making it highly effective in engaging prospective students and showcasing your institution’s unique offerings. Collaborate with a corporate video production company to create high-quality videos that highlight your campus, faculty, student life, and academic achievements.
However, posting video content will not do your work solely. Aim for peak posting times. It’s important to post content when the highest number of users are online. For instance, HubSpot recently did a survey with 300 educational industry professionals and found that posting on a Monday, around 9pm to 12am was most effective in the education industry. Moreover, share these videos on your website and social media platforms to capture attention and make a lasting impression.
8. Embracing Continuous Improvement and Innovation
Digital marketing for educational institutions is an ever-evolving landscape, requiring continuous adaptation and innovation. Research says, in 2021, out of 1,717 college Instagram pages, 66% of them had under 10,000 followers, while in 2022, higher education had the highest engagement rate out of any industry on Instagram, which is at 2.99%. So, it’s definitely best to stay ahead of emerging trends, explore new technologies, and experiment with different content formats to keep your strategies fresh and engaging. Regularly review your analytics and make data-driven adjustments to optimize your campaigns and maximize their effectiveness.
In a nutshell, digital marketing is no longer an option for educational institutions; it is a necessity. It is extremely important for educational institutions nowadays, to stay up-to-date on the latest trends and technologies. So, by implementing these effective strategies on digital marketing for educational institutions, educational institutions can effectively reach and engage prospective students, build a strong online presence, and reach the right audience with the right message!