6 Factors to Consider in University Strategic Marketing Plan

Barely 20 years ago, university education marketing was totally different. Recruitment efforts had a one-size-fits-all approach and depended largely on flashy viewbooks with a subjective viewpoint. But times have changed dramatically when it comes to university marketing techniques!

Today, colleges and institutions must embrace a different marketing strategy to compete - one that's genuine and individualized.

No more one size fits all.

To help you make the change, we'll share the six must-haves for a sustainable higher education marketing plan in 2022. But before that, let's get familiar with the four pillars first:

• Define your brand
• Create a search engine optimization strategy
• Build an excellent website experience
• Identify key metrics

This post will help fill in the missing links, so your school can enjoy the benefits of a successful digital marketing plan. As you read, keep in mind any areas you could enhance or reinforce. Consider how these ideas might complement what you are already doing.

6 Best University Marketing Strategies

With your four pillars in place, let's transition to marketing techniques that appeal to today's digitized culture. Since you presumably have a few of these already in operation, we've concentrated on tips to improve what you are already doing to get a higher ROI on your digital marketing expenditure.

You'll see that most of these techniques emphasize content creation. Content can help your university strategic marketing plan by:

• Boosting Your Search Visibility
• Gaining More Student Leads
• Nurturing Relationships
• Making a Better Name

While going over the six techniques, we'll touch on each one.

1. Blogs can help students find your institution

This is a common practice among universities: They highlight accolades, donations, and new faculty. However, this is a lost opportunity.

Aside from internet research, your prospective students may visit your school in person. You may help them make decisions by posting informative blogs about your offerings. They'll find you easier if you naturally incorporate relevant keywords.

Use your blog to respond to common inquiries about job paths from their programs. This will naturally attract the right students.

2. Using Video to Share Student Stories

Most universities invest in comprehensive screening videos as part of their marketing strategy. This is a great marketing tool.

Nonetheless, A polished video may not be as enticing to your target market as a genuine, compelling delivery.

Consider using shorter, more informal videos for various social media channels-- less expensive and more relatable students. According to the Hashtag Higher Ed podcast, the best video marketing wins come from simple user-generated material. Every week, students of Temple University for example vlog about their day on YouTube.

Budget-friendly video marketing may have a tremendous impact. Ultimately, it's about connecting.

3. Real-Time Social Media Conversations

When four out of five students say social media has influenced their enrollment decisions, we know it's no longer a "nice to have." It's vital to the university's marketing strategy.

Many universities recognize the potential but are unsure how to seize it. So, how do you leverage social media? It's time to rethink. Social networking isn't a one-way street. Students today can detect a clever ad from a mile away.

Make your university's social media genuine. In other words, allow present students, instructors, and staff to converse. Provide a mechanism to communicate. Keeping this in mind, try this:

• Propose a student account takeover - Allow existing students to spontaneously share some of their daily life aspects via images or videos.
• Adopt a creative, engaging hashtag and inspire your campus community to post images with it. This will broaden your audience and promote your institution.
• Don't just publish and go away! Assign a staff member to watch your online accounts so you can immediately respond to student inquiries or just thank them.
• You may use tools like Buffer or Hootsuite to monitor for mentions of your university across all social media accounts (not just your own) and then reply - whether it's an alumni gift or a student being admitted. Keep the conversation rolling and seize golden connections.

Overall, while sharing information on social media, it's crucial to establish a brand identity for your organization. In this environment, consistency is key, so make sure your voice is consistent with how you'd like your school to be viewed.

4. Pay Per Click (PPC) Advertising

Many institutions have begun adopting PPC Ads in addition to SEO to generate student leads faster. But, if not implemented right, it can be costly.

For optimum performance, you must know:

• Who you're targeting - Use your student personas to generate eye-catching pictures and text.
• If you have a restricted budget, advertising specific courses or programs is preferable to a generic university campaign.
• Advertising alternatives - PPC advertising is no longer limited to Google Ads. Pay attention to where your target demographic hangs out and advertise there.
• Using keyword and personas research, find a keyword widely googled by your audience that reflects their purpose to act. For instance, "choosing an engineering program" vs. engineering course.
• What do you do when you get a click? Make sure your landing page is engaging, informative, and leads to the next step.

PPC advertising is really effective, but it takes practice. If your university requires speedy results, a digital marketing agency can help you get there without breaking the bank. 

Your PPC ad must be tailored to generate the maximum ROI. A smart PPC ad is on the right platform, has the right photos and copy, and has a clear call to action.

5. Personalized Emails

To help your potential students through their decision-making process, make sure your emails feel like they're written particularly for them.

Using email marketing solutions like MailChimp, you may create lists of diverse audiences and target their issues and inquiries.

After creating the emails, build an automated series for each target. Your marketing team will save time without losing customization. But make sure there's a clear call to action. The receiver should be able to respond to any of the emails and expect a fast response.

6. Use chatbots and apps to help students

Have you ever read a long Frequently Asked Questions (FAQs) page only to find no answer? Chatbots are a better option.

In "conversational marketing," students just write (or speak) their inquiry, and the bot searches its database for an answer. Chatbots can be connected to programs like Facebook Messenger or directly into websites.

Apps can also engage students. For example, Georgia State University's Pounce links incoming student data to tasks due by specified dates. Reminders and notifications on their phones guide students.

Higher education marketing is increasingly using chatbots and apps. They help prospective students navigate the application process. Universities can provide rapid assistance without adding additional staff. It also shows students that your school is progressive and receptive to new ideas.

Genuine Connection

Authentic material replaces corporate stuffiness! A good higher education marketing approach emphasizes genuine connection and timely response. Your audiences should feel valued and invested in your institution.

Delesign can help your marketing team graduate to a 2022 university strategic marketing plan. Request a consultation.