Effective Strategies for Marketing to Students: A Guide for Marketers in Higher Education
In the ever-changing and dynamic higher education sector, marketing to students has become a crucial aspect of ensuring success for institutions. For marketers working in higher education institutions in the UK, understanding and implementing effective marketing strategies is essential for attracting and retaining students, whether that’s encouraging new undergraduate prospects to apply or building interest from potential postgraduate students, who are already in higher education.
This article provides valuable insights and actionable tips to enhance your institution's approach to marketing to students. Follow the 8 tips outlined below to build effective and impactful marketing campaigns that appeal to student demographics.
1. Targeted Digital Marketing in Higher Education
To effectively reach today's tech-savvy students, digital marketing is paramount. Implementing targeted strategies such as search engine optimization (SEO) and pay-per-click (PPC) advertising can significantly boost your institution's online visibility. Utilize relevant keywords related to courses, campus life, and unique selling points to ensure your institution appears prominently in search engine results.
2. Engaging Content Marketing
Engage prospective students through compelling content that showcases your institution's strengths and values. Create blog posts, articles, and videos that highlight success stories, faculty expertise, and unique programs. Develop a content calendar to ensure a consistent flow of relevant and valuable information that resonates with your target audience.
3. Leveraging Social Media Platforms
Today's students are active on various social media platforms. Tailor your marketing efforts to platforms like Instagram, Twitter, and LinkedIn to connect with your audience. Share visually appealing content, student testimonials, and campus updates to create a sense of community and foster engagement.
4. Personalised Email Campaigns
Implementing personalised email campaigns can be an effective way to nurture leads and maintain communication with prospective students. Segment your audience based on their interests, academic preferences, and engagement levels to deliver tailored content that speaks directly to their needs and aspirations.
5. Optimising Mobile Experience
Given the rise of mobile usage among students, it's imperative to optimize your website and marketing materials for mobile devices. Ensure that your website is mobile-friendly, and all communication materials are easily accessible on smartphones and tablets.
6. Utilising Influencer Partnerships
Collaborate with student influencers, alumni, or industry experts to enhance your institution's credibility and reach. Influencers can provide authentic perspectives on campus life, academic excellence, and career opportunities, effectively influencing the decisions of potential students.
7. Highlighting Unique Selling Points
Clearly articulate and emphasize the unique selling points (USPs) of your institution. Whether it's state-of-the-art facilities, distinguished faculty, or innovative programs, showcasing what sets your institution apart will attract students who align with your values and offerings.
8. Optimising Landing Pages
Ensure that your website's landing pages are optimized for conversion. Streamline the application process, incorporate clear calls-to-action, and provide easily accessible information about courses, admission requirements, and campus life.
As the higher education sector grows and becomes increasingly competitive, marketing to students demands a strategic and multifaceted approach. By embracing digital marketing, leveraging social media, and creating engaging content, marketers in HE institutions can enhance their efforts and connect with prospective students effectively. Implementing these strategies will not only increase visibility but also contribute to building a positive and compelling brand image for your institution.
As you navigate the ever-evolving world of student recruitment, continuously monitor and analyse the performance of your marketing strategies. Stay attuned to industry trends, adapt to the changing needs of students, and refine your approach to remain competitive in the higher education landscape.
By adopting a holistic and data-driven marketing approach, your institution can position itself as a top choice for students seeking academic excellence, a vibrant campus community, and a pathway to a successful future.
For more insights and ideas on how you can enhance marketing and communications at your higher education institution, sign up for HE Professional’s free weekly roundup.
