Higher education is a big decision for most people, but one-third of prospective students aren’t finding enough information online to make the best enrolment choices. Higher education marketing that connects one-on-one early on with relevant information wins more applicants.
It’s more difficult than ever for higher education marketing (HEM) departments to keep their colleges and universities competitive, especially when it comes to using online innovations to foster meaningful engagement and to increase enrolment. Why is it critical now that presidents, boards and higher education marketing staff to work beyond re-branding to revamp digital?
68% of prospective students report using mobile devices to browse education websites throughout 2013, according to a study by education-sector market research firm ICEF Monitor. 78% of prospective students have regular access to mobile devices and 43% report preferring to do all web browsing on handheld devices. If you don’t have a mobile-first strategy, you’re missing out on an opportunity to engage more prospective students. How do you reach out?
More prospective students are coming to your website with a goal in mind. Whether it’s to explore your institution and schedule a tour or to register for orientation, it’s imperative that you strive to reach out to prospective students on the handheld devices they use to reach out to you. That means redesigning your online assets to be clear, precise and flexible. Responsive web design is the critical first step for higher education marketing that boosts prospect conversions.
Beyond rebranding and responsive web design and development is the opportunity to do more to engage and enroll new students, one on one. How can higher education marketing do more? Plus how can more be done without taxing an already overburdened admissions department?
Prospective students are always on. You’re expected to be always on too. How do you do that? Integrate responsive web presence with new CRM software and the latest market automation tools to more easily track prospect behaviour and respond with targeted content. Use these innovations to match the most useful information to each unique visitor straight to your inbox, to your targeted YouTube video, to your Psychology department app, or to your scholarship tweet.
Digital isn’t just about re-branding your institution and redesigning your website for mobile. It’s about email marketing that identifies, contacts and nurtures each unique inquiry. It’s about using targeted analytics platforms to develop an integrated strategy that incorporates affiliate networks, mobile advertising and social networking to connect your institution with the right prospects. It’s about a mobile app that celebrates program achievements. It’s about an online prospectus that provides clear, precise information to turn the right prospects into students.
Explore new opportunities in higher education marketing that’ll safeguard your school against failing in a fast-paced world that values convenience just as much as it values your reputation.