Higher Education Digital Marketing: 4 Strategies for 2024
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As a higher education marketer, it’s crucial to showcase your university effectively to attract potential students and boost enrollment rates. Digital marketing plays a pivotal role in achieving these goals, offering a range of strategic tools and channels.
Discover the top digital marketing strategies for higher education this year, including content marketing and social media, which are essential for reaching and engaging prospective students. Learn why leveraging online channels is vital in higher education marketing, surpassing traditional methods in effectiveness and reach.
If you’re seeking professional assistance with your higher education marketing efforts to explore how our online marketing services can help expand your student body and more.
4 worthwhile higher education digital marketing strategies
Incorporating inbound marketing strategies allows higher education facilities to naturally attract more potential students through search engines, engage with them via social media to address inquiries, and educate them with informative content on relevant topics.
Let's explore some of the most effective digital strategies for marketing higher education facilities in 2021.
1. Search engine optimization: Get your campus found on Google
Search engine optimization (SEO) is the practice of enhancing specific aspects of your institution’s website to improve its visibility and ranking in search engine results pages (SERPs). SEO typically offers a high return on investment (ROI).
The core principle of SEO involves optimizing your website for keywords and phrases that potential students and their families use to search for institutions like yours. For example, if your college is located in Denver, optimizing for keywords such as “Denver college” or “Colorado college” can help attract relevant traffic.
Effective SEO strategies include strategically placing these keywords in key areas across your website, such as page titles, meta descriptions, headers, body content, and navigation. This signals to search engines like Google that your website is relevant to those search queries, increasing the likelihood of appearing higher in search results.
Beyond keywords, SEO also considers factors like backlinks (links from other websites to yours), site speed, and mobile-friendliness. These elements contribute to your website's overall authority and user experience, which are also crucial for SEO success.
For a quick overview of SEO essentials, you can read our CEO’s guide to SEO, which provides actionable insights in five minutes or less.
2. Social media: Build brand awareness and drive campus visits
Social media platforms like Facebook and Twitter offer direct communication channels to engage with prospective students and showcase why your institution stands out.
Use these platforms to initiate conversations with potential students, addressing their questions and highlighting unique aspects of your institution.
Social media isn't just for communication—it's also a powerful tool for driving traffic to your university's website. For instance, publishing a blog post on what to pack for college can attract visitors to your site. When students find the content valuable, they're likely to share it with their peers, potentially doubling your website traffic.
Platforms like Pinterest provide opportunities for creativity, such as creating boards focused on dorm decorating ideas or easy microwave recipes, appealing directly to student interests.
Instagram, known for its visual appeal, is perfect for sharing behind-the-scenes glimpses of campus life, showcasing faculty, and highlighting student activities. These posts provide a compelling narrative that can attract prospective students and encourage them to explore your campus further.
3. Content marketing: Educate students and parents
Content marketing is a critical component for driving traffic to your institution's website and is relatively straightforward to implement. This digital marketing strategy involves creating valuable and engaging content to attract and resonate with potential students or leads.
Various forms of content can be used, such as blog posts, articles, webinars, infographics, videos, and more. While content itself may not directly convert visitors into enrollments, it builds trust among potential students and their families. Additionally, by incorporating relevant keywords, content marketing can boost your website's SEO, improving its visibility in search engine rankings.
Starting a blog is one of the simplest and most effective ways to begin a content marketing strategy. Your blog can cover a wide range of topics relevant to your target audience, including campus events, educational programs and majors, career prospects, and related subjects. This approach not only informs and engages prospective students but also enhances your institution's online presence and authority in the educational landscape.
4. Email marketing: Nurture leads into students, donors, and more
Email marketing for higher education provides a direct and personalized way to engage with potential students who have opted to receive communications from your institution. Strategies include gating valuable content for email addresses, maintaining email lists for updates on enrollment dates, and ensuring visibility of sign-up options on your website. These approaches help build relationships and keep prospective students informed about campus life and educational opportunities.
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Is digital marketing for higher education worth it?
In the past, marketing relied heavily on methods like television and radio ads, direct mail, website banners, and press releases to reach audiences. However, as technology has become integral to daily life, these traditional methods have diminished in effectiveness.
The shift began with widespread Internet access. Consumers now turn to the Internet for instant information, bypassing traditional media and word-of-mouth. This evolution underscores the effectiveness of online marketing. By employing inbound marketing strategies—methods that engage consumers who are actively seeking information online—you can educate, inform, and persuade them without intrusive tactics.
Get professional help with higher ed marketing
Now that you're equipped with the best practices for marketing your higher education website and programs, it's time to take action!
If you need assistance with SEO, website content, or developing an inbound marketing strategy, don't hesitate to reach out to MacroHype. As a leading full-service marketing agency, we've successfully helped over 2,000 clients increase revenue and enhance their online visibility.
At MacroHype, we don't offer cookie-cutter plans. Instead, we tailor our services to meet your specific needs. Contact us today for a free, no-obligation quote from one of our expert web strategists. We look forward to hearing from you!
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