Winning in Higher Education Marketing: 5 Key Focus Areas to Elevate Your Strategy

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Related Industries
  • Education
Related Capabilities
  • Strategy & Consulting
  • Data Science & Analytics
  • Performance Content & Creative
  • Nurturing & Marketing Automation
  • Performance Media Planning & Buying

The world of higher education marketing is ever-evolving, and staying ahead of the curve is crucial to reach today’s diverse audiences. In this blog post, we’ll explore five key focus areas that can help you win in higher education marketing. From embracing new platforms to investing in high-quality video content, we’ve got you covered. Plus, don’t forget to check out our podcast episode on this topic to dive even deeper into these strategies.

Embrace New and Emerging Platforms: Engage Gen Z on Their Preferred Channels

As the influence of Facebook declines and Gen Z becomes a significant part of your target audience, it’s essential to adapt to the platforms they prefer. TikTok and Snapchat, for instance, have gained tremendous popularity among younger demographics. Developing a creative and engaging presence on these platforms can help you connect with prospective students and enhance your brand’s visibility among the right audience.

Lean into ML, AI, and Automation: Harness the Future of Marketing

Higher education marketers must stay ahead of the curve and embrace the rapidly advancing world of machine learning, artificial intelligence, and automation. These technologies can streamline your marketing efforts, help you analyze and predict trends, and deliver personalized content to your audience. By harnessing these powerful tools, you can not only save time and resources but also significantly enhance your marketing outcomes.

Measuring Impact of Awareness: Adapt to a Cookie-less World

As attribution becomes more challenging in a cookie-less world, higher education marketers need to find innovative ways to measure the impact of their awareness campaigns. Utilizing advanced analytics tools and platforms can help you gain insights into the effectiveness of your marketing efforts. By refining your approach to attribution, you’ll be better equipped to allocate your marketing budget strategically and make data-driven decisions.

Nurturing Leads Beyond Email: Expand Your Reach Across Multiple Platforms

While email remains an essential component of lead nurturing, diversifying your efforts can yield better results. Platforms like Google Display, Discovery, and YouTube offer powerful tools to captivate diverse audiences and supercharge your nurturing campaigns. By delivering visually compelling and personalized content across these channels, you can elevate your brand’s visibility and drive higher conversion rates.

Invest in High-Quality Video & UGC: Showcase Genuine Student Experiences

Real-life student experiences create genuine connections with prospective students, increasing ad effectiveness and driving conversions. By investing in high-quality video content and encouraging user-generated content (UGC), you can foster trust and showcase the accomplishments of your institution. Share inspiring stories that resonate with your audience, highlighting the transformative power of education and the unique experiences your institution offers.

Winning in higher education marketing requires a multi-faceted approach that embraces change and capitalizes on new trends. By focusing on these five key areas, you’ll be well-positioned to elevate your marketing strategy and drive success. For more insights, be sure to check out our podcast episode on this topic, where we dive even deeper into these winning strategies. Happy marketing!

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