Higher Education

Higher Education Marketing: Inclusivity-driven Marketing

Rene W September 26, 2023 Advertising, Blog, Higher Education, Marketing, Tips & Tricks

When marketing to prospective students, higher education institutions play an increasingly important role in advocating for true inclusion. By utilizing Diversity, Equity, and Inclusion (DEI) language, colleges, and universities are able to engage with students of all backgrounds and create a truly inclusive environment.

As educators have become more aware of their need to fully support all enrollees in curriculums, the pressure is on marketers too—to rally around DEI messaging that honors everyone’s background, living experiences, and identity without bias or prejudice. Making students feel welcome regardless of gender expression/identity, race or ethnicity, body type/size, age, or disability status is more important than ever as the world is experiencing its most diverse generation to date.

This piece explores what it takes to go beyond tokenism to create genuinely diverse educational spaces and how to advertise them using inclusivity-driven marketing.

Understanding Inclusivity in Higher Education Marketing

For higher education institutions, it is paramount to instill an environment of inclusivity and acceptance. In the age of ubiquitous technology, marketing must be reflective of this value by using DEI language that avoids any offensive undertones. In other words, institutions should employ a diversity-driven message that considers all races, body types, disabilities, and gender identities. By doing so, they can ensure their messages are not prejudiced or biased.

Inclusivity-driven marketing allows institutions to reach a greater audience and project an understanding and welcoming attitude to potential students. As higher education evolves in the 21st century, understanding the importance of DEI language is essential in creating and embracing a more diverse student population.

Including All Races, Body Types, Disabilities, and Gender Identities

Inclusivity-driven marketing empowers students to be themselves and encourages them to enroll in your campus. Higher education institutions that foster an environment of inclusion create a sense of safety and comfort for prospective students of all races, body types, disabilities, and gender identities. By utilizing DEI language that avoids offensive, sexist, racist, biased, or prejudiced language, within the campus climate as well as in their marketing strategy, colleges can show prospective students that their school embraces diversity.

Crafting Content that is Inclusive and Reflects DEI Principles

To effectively reflect DEI principles, colleges and universities must create marketing content that is authentic and unbiased. It’s important to be mindful and intentional when writing content that addresses difficult topics like race, body type, disability, or gender identity. It is essential to get the facts right and avoid making assumptions or broad generalizations for any inclusive marketing material.

Additionally, creating inclusive language is an ongoing process. Reevaluate marketing language on a regular basis in light of current cultural shifts to ensure it remains authentic, accurate, and inclusive for all individuals. With thoughtful consideration, higher education institutions can create content that embraces diversity, equity, and inclusion for all.

Strategies to Reach a Diverse Audience Through Social Media Platforms

Social media has become an essential tool for higher education institutions to reach a diverse audience. By utilizing inclusive language, colleges can create a safe and nurturing environment where unique forms of expression are appreciated and celebrated. Colleges that adhere to the principles of DEI when communicating with a broad audience, create an atmosphere that is conducive to transformative change and promote an understanding of mutual respect and appreciation.

Offensive or prejudiced language creates unnecessary barriers for people from different cultural backgrounds; therefore, having open dialogues with students, parents, faculty, and staff regarding the importance of cultivating an inclusive environment is key to ensuring all individuals feel welcome on social media platforms. Through this collaborative effort, higher educational institutions have a much better chance of increasing their enrollment rates.

Using Powerful Language to Encourage Diversity and Representation

Powerful language has the potential to create genuine connections with people and ignite meaningful conversations. If a college is serious about embracing diversity and equity, it should use words that are authentic, validating, and engaging for all its students. This means using resonant DEI language that captures the experiences of those from various racial backgrounds, body types, disabilities, and gender identities without being offensive or biased. Colleges that do this successfully can paint an inclusive picture of representation and depiction on campus.

Appropriate Imagery that Represents Different Backgrounds and Experiences

As college institutions strive to create a more diverse and inclusive environment, choosing appropriate imagery that represents different backgrounds and experiences is crucial. Imagery plays an integral role in creating safe, welcoming, and diverse spaces that demonstrate mutual respect for all individuals at the college.

When selecting artwork and photographs to represent the college’s population in its publications or marketing materials, these elements should be taken into consideration so that everyone can feel represented, respected, and valued as a creative contributor to the wider university community.

Colleges must also exercise extra caution when using language to avoid perpetuating any preconceived notions or biases. The language used should always be respectful of all groups and should highlight the advantages of diversity. By actively finding images and verbiage that draw on DEI principles, colleges fully demonstrate a true commitment to creating greater diversity, equity, and inclusion on campus.

Higher Education Institutions and Inclusivity-driven Marketing

Universities and colleges should make a solid commitment to shift their marketing strategies toward inclusivity. Incorporating DEI language into content outreach and picking imagery that accurately reflects the diversity of the student body will help to create an inclusive atmosphere. Social media campaigns can also be used to bring attention to diversity and draw attention from a variety of perspectives.

Higher education institutions need to ensure that all educational marketing materials are free of offensive, prejudiced language. To stay ahead of the curve when it comes to inclusivity-driven marketing, higher education institutions need to create an environment that prioritizes representation and fairness. Furthermore, colleges should consider allocating resources to training staff on diversity, equity, and inclusion best practices to adequately implement these changes for success.

By investing in DEI initiatives related to college-specific marketing practices and following the guidelines outlined above, universities can build relationships with students from all backgrounds and experiences. Now is the time for colleges to take actionable steps toward creating a more inclusive campus culture through successful diversity-minded marketing campaigns.

So, let’s get started – incorporate inclusivity-driven marketing into your higher education marketing strategy today!

Looking for help creating an effective higher education marketing strategy? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Lisa | Spherical Strategies Content Creator & Copywriter

Lisa works with Spherical Strategies as a content creator and copywriter. She brings a deep understanding of human motivation to her mastery of writing by utilizing her education in market psychology. She has worked over the past several years as a private contractor, providing industry-specific content and editing for companies of all sizes.

Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.

Higher Education: Content Marketing

Rene W August 2, 2023 Advertising, Blog, Higher Education, Marketing, Tips & Tricks

What is Content Marketing?

The concept of content marketing seems straightforward enough as the name is generally the definition. Content marketing is the promotion of goods or services through the creation and distribution of relevant, engaging content. It’s used to attract a targeted audience and create relationships with customers, prospects, and/or influencers to drive awareness and loyalty to a product, service, business, or in this case, a school.

What makes content marketing different from general marketing and advertising is its focus on creating and providing valuable and relevant content tailored to a specific audience. For higher education institutions, content marketing can be especially effective because it helps colleges and universities reach potential students, build relationships with them and encourage them to enroll.

Higher Education and Content Marketing

Content marketing can help higher education institutions reach more potential students by creating content that will appeal to them. Content marketing gives colleges the ability to build relationships with those students and create a community around the institution, which in turn helps to increase enrollment.

Countless Applications

Content marketing strategies in higher education should focus on creating helpful content that provides potential students with the information they need to make informed decisions about their college choice. This content can come in an endless variety of forms including webpages, infographics, blogs, articles, videos, podcasts, webinars, apps, and ebooks, just to name a few.

Webpages

Webpages can include a school’s website, individual faculty and staff member pages, departmental webpages, and even student organization websites. These provide an introduction to the college or university and act as a starting point for potential students to learn more.

Infographics

Infographics are pictures that use text and graphics to help make complex information easier to understand. They are an excellent way to introduce a school’s programs and courses, showcase successful alumni, and compare the college to other institutions.

Blog Posts

Another application of content marketing for higher education institutions is through blog posts on topics that are relevant to college-age students, such as career advice, tips on college applications, or even scholarships available. These types of blog posts can offer valuable information and insights that potential students may find helpful in their decisions about which school to attend.

Videos

Another way to use content marketing for higher education is to create videos that showcase what makes a particular school unique. Videos can be used to give viewers a glimpse into the campus and what students experience on a daily basis. They can also provide information about the school’s academic programs, faculty, and student body.

By creating content that is interesting and informative, higher education institutions can build relationships with potential students and encourage them to consider applying for admission. Content marketing provides an opportunity to create a community around the school and foster relationships with potential students before they ever step foot on campus. It’s an effective tool for higher education institutions looking to reach new students and build their enrollment numbers.

Why Content Marketing?

By investing in content marketing, higher education institutions can effectively reach potential students and create relationships with them.

The Buying Cycle

Traditional marketing when used correctly, easily addresses promoting brand awareness and providing product information. Content marketing takes a marketing strategy even further by giving potential students valuable information to aid in their decision-making process.

Content marketing encourages students to complete the “buying cycle” by promoting awareness of an institution, providing relevant information for them to perform their research, the tools and opportunities needed for consideration, and finally, the necessary connections to buy, or enroll in the college of their choosing.

No Pressure

Content marketing avoids high-pressure sales tactics, which can negatively affect the perception of buyers, in this case, students considering enrollment. With content marketing, potential enrollees can research and learn about an institution on their own terms without feeling pressured to make a decision.

Building Credibility and Trust

Content marketing helps higher education institutions build credibility and trust with potential students by providing helpful information that is not promotional. By creating content such as blog posts, infographics, and videos that provide valuable resources for students to make informed college decisions, schools can build trust and credibility with their audience.

Inexpensive Marketing Tool

Content marketing is also an inexpensive way for higher education institutions to reach potential students, as a relatively low amount of time can be put into content creation and distribution that will last and be useful for much longer. Additionally, a database of information has the potential to create a lasting impression about the school that can influence enrollment for years to come.

Apply Content Marketing to Your Institution’s Strategy!

Content marketing is an effective tool for higher education institutions to reach potential students and inform them about the experiences, opportunities, and resources that the school offers. By creating valuable content that resonates with their target audience, higher education institutions can build relationships with prospective students and foster connections between them and the school. Content marketing helps drive enrollment numbers and benefits both current and future students.

Colleges and universities can utilize content marketing to drive interest in alumni activities and fundraising campaigns, too! By creating content that showcases the successes of alumni and featuring stories about how donations are making a difference, higher education institutions can encourage involvement from former students and generate support for various initiatives. This kind of marketing is a great way to reach out and make connections with alumni to bring them back into the fold of the school.

Higher education institutions that use content marketing effectively should only have to work out minor details and finalize agreements to complete the enrollment process. By the time a connection is made, prospective students should have already gained enough information and have made their decision.

Looking for help with your content marketing strategy? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Rene | Spherical Strategies – Senior Marketing Strategist

Rene works with Spherical Strategies as a Senior Marketing Strategist. She brings a love of business building and decades of marketing experience to every project she works on. Over the past several years she has worked with companies of all sizes developing custom marketing strategies focused on business development and growth.

Outside of her work as a marketing strategist, Rene loves to travel and experience food from around the world while encouraging those around her to get outside of their comfort zones.

Higher Education: Virtual Events

Rene W July 19, 2023 Blog, Higher Education, Marketing, Tips & Tricks

Events have always been a valuable tool for effective higher education marketing strategies. With an endless number of possibilities, events range from conferences, workshops, and demonstrations, to product launches, contests, and leadership/team-building summits.

Virtual events, since the pandemic especially, have become an increasingly popular format of event marketing. When the world was encouraged to stay socially distanced, schools, businesses, and individuals had to get creative to keep themselves connected. Virtual events quickly became a major marketing focal point.

Not only did virtual events help keep gatherings to a minimum, but they proved to be great for so many other reasons! Keep reading to find out how virtual events make event marketing so effective and why you should start incorporating them into your marketing strategy if you haven’t already!

Virtual events are great for schools seeking to promote brand awareness and increase engagement and enrollment while being cost-effective.

Additionally, virtual events come with analytic options and the capability of helping promote community involvement with events like fundraisers, new programs and research, and even staffing.

Brand Awareness

One of the biggest advantages of virtual events is that they are so easy to share online. These events can be easily broadcasted on social media platforms like Facebook, Twitter, and Instagram – allowing higher education institutions to promote their brand and increase awareness by reaching a wider audience immediately and with minimal effort.

Reach and Engagement

Used correctly, virtual events can increase the reach of a message and encourage more engagement with your institution. Virtual events can reach a larger audience simply due to the nature of the internet. Since these events are held online, they often have extended reach beyond geographical boundaries and can be watched and interacted with by people in different countries.

Additionally, virtual events make it easier to customize the presentation for remote attendees. When it comes to live presentations, students can choose which events they are interested in and are able to attend. Live events can also be recorded and made available for viewing at any time of day or night. This can be especially useful for students in different time zones or with busy schedules. Making virtual events available at various times inevitably increases engagement opportunities.

Bonus points for being interactive! Virtual events in which the participants can actively interact create a more personal connection between a college and its current and prospective students.

Adaptive and Accommodating

It’s important to remember that not all people have the same learning style. Some people are visual learners and prefer to see information in the form of lists or video demonstrations, whereas some retain information better auditorily, or when they hear it, such as with podcasts. Providing different format options from which students are able to obtain content expands the reach of a school’s message because students are more likely to engage with something familiar to them.

Providing virtual events in multiple mediums and at various access points allows students to view the events on whichever device and platform they are most comfortable with. Some students prefer attending virtual events on their cellular devices, while others will choose their laptops or computers. Offering virtual events on multiple channels such as Zoom, Facebook, Instagram, and your higher education institution’s website, increases the chances of your event being seen and attended.

Accessibility

In-person events can pose accessibility issues for students who do not have the available time or money to spend on travel and accommodation. Virtual events, on the other hand, eliminate traditional barriers by allowing everyone with an internet connection to participate in the event from almost any location. This not only expands the reach of the school’s message but also makes it easier for students from different backgrounds and locations to attend these events.

Cost Effective

In-person events generally take a lot more time and money to coordinate than virtual events. Once the costs of necessary supplies and staff required are factored in, in-person events can become very expensive. Virtual events provide a much more cost-effective alternative to their in-person counterparts due to the reduced expenses associated with hosting virtual events.

Requiring minimal resources and staff to execute successful events, virtual events are a great option for higher education institutions that need to save on cost. Furthermore, since these types of events can be shared widely on social media platforms like Facebook and Twitter, marketing expenses may also be reduced drastically.

Data Collection and Analytics

Virtual events provide higher education institutions with data that can be used for analyzing trends and collecting valuable insights. Through analysis of the data collected from these events, schools will be able to understand which topics interest students the most as well as what time of day is best for hosting events. This information can then help them plan and adjust future virtual events to ensure better engagement and more successful events.

Community Involvement

Virtual events create greater opportunities for faculty, staff, and students to engage with each other and their community on collaborative projects such as fundraisers. Hosting engaging virtual events that promote good causes helps foster a sense of community within and surrounding the student body.

For schools looking to stay up-to-date, virtual events are an excellent way to do so without sacrificing the quality of their events. Virtual events offer many benefits and by taking advantage of these benefits, colleges can increase student engagement and ultimately help advance their mission of providing a valuable education to students.

In conclusion, virtual events provide higher education institutions with a great way to engage with current and prospective students without the exorbitant costs associated with in-person events. Through the use of interactive mediums such as video conferencing platforms, podcasts, and webinars, schools can reach a larger audience while also collecting valuable data and insights. Additionally, virtual events are more accessible than in-person events, making them an attractive option for higher education institutions looking to engage with their students.

By offering virtual events that are interactive, adaptive, and accommodating, higher education institutions can ensure that their message reaches more students and that their events are engaging and successful.

Looking for help with a marketing strategy for your higher education institution? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Rene | Spherical Strategies – Senior Marketing Strategist

Outside of her work as a marketing strategist, Rene loves to travel and experience food from around the world while encouraging those around her to get outside of their comfort zones.

Higher Ed Marketing: SEO, Optimizing for Voice Search

Rene W July 5, 2023 Advertising, Higher Education, Marketing, Tips & Tricks

In today’s digital age, ranking high on search engines is crucial for every business, including colleges and universities. Search engine optimization (SEO) is the process of optimizing your website to rank higher in search engine results pages (SERPs), which can increase website traffic and leads. In this blog post, we’ll explore the importance of SEO in boosting higher ed marketing efforts and how optimizing for voice search can take it to the next level.

What is SEO and why should colleges invest in higher ed marketing efforts towards it?

SEO, or search engine optimization, refers to the methods used to increase the quantity and quality of organic, non-paid traffic to a website through search engine results. In the case of colleges and universities, SEO can be used to increase enrollment, attract prospective students, and improve brand awareness. Investing in SEO means optimizing your website for the keywords and phrases that potential students are searching for, making it easier for them to find your institution and increasing your visibility online.

How to implement SEO strategies in higher education marketing plans?

There are several ways to implement SEO strategies in your higher education marketing plan. First, conduct keyword research to identify the most relevant and commonly searched terms in your industry. Then, optimize your website’s content, titles, and meta descriptions with those keywords. Make sure your website is mobile-friendly, as a responsive design is crucial for SEO in today’s mobile-first culture. Additionally, ensure that your site has high-quality content that is optimized for voice search.

Voice search optimization is the new game-changer for universities.

Voice search is the fastest-growing search method and is becoming a game-changing SEO tactic for universities. As consumers increasingly rely on voice assistants like Siri or Alexa to find information, optimizing content for voice searches is essential. Colleges and universities that adapt to this shift early can gain a competitive advantage. To optimize for voice search, use long-tail keywords, structure content to answer questions, and aim for featured snippets on search engine results pages.

The importance of having a mobile-friendly website for colleges and universities.

Having a mobile-friendly website is crucial for higher ed SEO efforts. According to recent studies, mobile internet usage has surpassed desktop usage, and Google now considers mobile-friendliness a significant ranking factor. A responsive website design ensures that your website fits the screen of any device and is easy to navigate. This provides a better user experience, which can increase dwell time and reduce bounce rate, helping your website to rank higher in SERPs.

What are the tools and techniques for optimizing content for voice search results?

There are several tools and techniques for optimizing content for voice search results, including long-tail keywords, question-and-answer format, structured data markup, and featured snippets. Long-tail keywords are longer and more specific queries that typically target voice search terms. Question and answer format helps Google understand the content of your website and improves the chances of ranking high in SERPs. Structured data markup helps Google understand the context of your website, while featured snippets can help you secure the top-ranking position in SERPs, increasing visibility and driving traffic.

In conclusion, optimization for SEO and voice search is crucial for universities to attract prospective students and improve brand awareness. Higher ed administrators should incorporate best practices for SEO, including mobile-friendliness and optimization for voice search, into their marketing plans to maximize reach and engagement. The right mix of keyword research, high-quality content, and technical optimization can help colleges and universities outperform their competitors and rank higher in search engine results pages. Keeping up with the latest trends and leveraging emerging technologies should be a priority for administrators seeking to stay ahead of the curve.

Looking for help with your SEO? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Rene | Spherical Strategies – Senior Marketing Strategist

Outside of her work as a marketing strategist, Rene loves to travel and experience food from around the world while encouraging those around her to get outside of their comfort zones.

Higher Education Marketing: Purpose-Driven Messaging

Rene W June 20, 2023 Advertising, Higher Education, Marketing

Prospective students can find the academic courses and degrees they are looking for at a seemingly endless list of higher education establishments, so how do colleges stand out among the rest and recruit students to attend their school instead of another? The answer is purpose-driven messaging.

Purpose-driven messaging in higher education marketing is all about connecting with the right students for the right reasons. It’s not so much a matter of conveying the products that an institution offers, such as its credentials and degree programs, but rather the key missions and values of the school.

Product-focus vs. Purpose-focus

Product-driven marketing typically leads with transactional information usually focused on how much money someone can save. It’s easy to default to talking about the products and services a college offers instead of its purpose. Think about it – when was the last time you saw a university advertisement that focused more on why they exist rather than what they offer? Purpose-focused messaging, however, requires digging deeper and articulating why the school exists and how it adds value to its students’ lives as well as the community.

When determining the focus of your higher education marketing messaging, it’s important to consider whether you want to emphasize the product (i.e., college degree/credential) or the purpose (the impact that graduating from your school will have on a student’s life as well what the school’s missions are). While both approaches can be effective, product-focused messaging is often too bland when trying to connect with students. Many schools are seeing success in emphasizing the purpose rather than just offering an academic program.

Understanding the Target Audience

The major college-aged generation is currently known as Gen X, and they are the most socially engaged and purpose-focused generation to date. As with any type of marketing strategy, understanding your target demographics and how best to communicate with them is crucial for success. Recent data analytics show that a personally tailored, purpose-driven message resonates more deeply with students and their families than a generic approach that lacks personalization.

Beyond the Degree

When creating purpose-driven messaging, it’s important to think beyond the admissions process and the course requirements and consider what sets your particular institution apart from others. Prospective students want to know not only what makes your school unique in terms of academics, campus life, and the student experience, but also what your school stands for. It’s not just about having the classes and degrees students need, but also about having an authentic atmosphere centered around what your school believes in. This focus builds loyalty that goes far beyond a college’s credentials and taps into the hearts and ethics of its individuals.

Benefits of Purpose-driven Messaging for Higher Education Marketing

When colleges focus on purpose-driven messaging rather than product-focused messaging, they are able to make a more meaningful connection with prospective students. This type of messaging conveys the mission and values of the school, which is likely to resonate more with prospective students than a list of courses and programs offered.

Purpose-driven messaging helps attract students who align with the institutions’ values, meaning that they are more likely to stay enrolled and become loyal alumni. Purpose-driven messaging helps higher education institutions build a community of loyal students, connected on a more sustainable level that exceeds social and economic lines. This kind of relationship between the school and students establishes the college as an authority in its industry and attracts potential donors, partners, faculty members, staff, and other stakeholders who share the same values.

Purpose-driven messaging is efficient marketing. By knowing their purpose, colleges and universities can empower students to change the world – starting with enrollment at their institution.

Applying Purpose-driven Messaging

By communicating how graduation from their institution can lead to fulfilling career paths and meaningful life experiences, marketers can also create powerful connections with potential students. This type of communication and relationship with prospective applicants instills in them a sense of purpose when considering which school is right for them.

Higher education institutions utilizing purpose-driven messaging should apply this approach to all aspects of their marketing, from website content to social media campaigns to print materials.

Conclusion

A clearly stated purpose focuses on the “why” rather than the “what,” and when communicated correctly, the exclusivity of the purpose will successfully narrow down qualified leads to those students who are most likely to enroll. A specified target market helps save on costs by avoiding wasting resources on ineffective advertising.

Overall, purpose-driven messaging offers a great opportunity for higher education marketing teams to connect with potential students on a deeper level than just the academic services that are offered.

Looking for help with your marketing strategy? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Rene | Spherical Strategies – Senior Marketing Strategist

Outside of her work as a marketing strategist, Rene loves to travel and experience food from around the world while encouraging those around her to get outside of their comfort zones.

Higher Education Marketing: User-generated Content and Influencer Marketing

Lisa Trevelyan March 1, 2023 Advertising, Higher Education, Influencer Marketing, Marketing

When it comes to making the decision of where to attend college, students are looking for authenticity. They want to know that they are choosing the right school for them and that their investment will be worth it. Any school can say what they want about themselves but real-life testimonials from actual students, visitors, and influential people are far more impactful. In this digital age, higher education institutions can promote this sense of authenticity about their school by utilizing user-generated content and influencer marketing.

Keep reading to learn more about what user-generated content and influencer marketing are and how colleges and universities can use them to better connect with their current and prospective students and ultimately, increase enrollment rates.

User-Generated Content and Higher Education Marketing

User-generated content (UGC) refers to any type of content that is created by real people rather than the brand itself, that is shared publicly. This can include reviews about the college experience, blog and social media posts, photos and videos taken on campus, and more. UGC has become an incredibly popular marketing tactic in recent years because it allows brands to genuinely connect with their customers.

For higher education institutions, UGC provides a unique opportunity to gain insight into the student experience. It can also be used as leverage in recruitment campaigns. By highlighting positive user-generated content on their websites and social media profiles, universities can demonstrate how students are thriving at their schools and encourage more prospective students to apply.

Influencers and Higher Education Marketing

In addition to user-generated content, influencer marketing is another powerful tool that colleges and universities can use to reach potential students on a deeper level.

An influencer is someone who has a large following on social media and who is seen as an industry expert or thought leader. Influencers have built-in networks of followers that trust them and look to them for advice or guidance. Influencer marketing involves partnering with these influential figures in order to promote a brand or product.

For colleges and universities, having an influencer share their experiences about an institution will help generate positive buzz about their schools. Pairing up with a trusted influencer creates a more favorable image and a sense of authenticity around a brand and in the case of higher education institutions, will help attract new students.

Additionally, universities can leverage their strong relationships with the student community to spread awareness of their programs and campus offerings. They can also run contests and giveaways to drive engagement and encourage more people to apply.

UGC and Influencer Marketing

By using both user-generated content and influencer marketing, higher education institutions create an engaging online presence that promotes the genuine student experiences that make their school unique. This will not only draw more students to their institution but also give them a chance to build more meaningful relationships with their current and prospective students.

Why UGC and Influencer Marketing are Effective

These types of posts are highly valuable because they are honest and real – they provide potential students with an insight into what life at the school is really like from those who have already experienced it.

Overall, UGC and influencer marketing are both effective tools for higher education institutions looking to build trust with prospective students. UGC allows schools to authentically showcase the student experience at their school, while influencer partnerships enable them to tap into existing trusted relationships among potential applicants. Both tactics allow colleges and universities to get their message out there in a way that resonates with today’s students.

Tips to Get Started

Consider Engagement Rates

Higher education marketers should look into how much engagement each influencer gets with their target audience and then consider creating an online community of influencers that are cohesive with their school’s brand message. Not only does this simplify communication between advocates and the school brand, but it also provides the opportunity to offer incentives and rewards for sharing content with the goal of building a movement.

Utilize Analytics

With so many platforms offering analytics, it’s now easy to find out what content reaches the largest audience and which influencers are actively engaging their followers. Influencer marketing strategies will evolve as higher education institutions prove the value of their schools to prospective students through evidence rather than just using a celebrity endorsement.

User Engagement and Storytelling

The demand for content that has been produced with user engagement in mind will continue to rise as colleges and universities seek more ways to connect with their students online. A storytelling strategy will be especially effective with social media influencers utilizing videos and images to show how a product works in real life. Storytelling can also provide an emotional connection with potential students, helping them connect with the school beyond just its academic reputation.

Conclusion

It’s clear that user-generated content and influencer marketing can be powerful tools for higher education institutions looking to build strong relationships with current and future students. By leveraging these tactics, universities can authentically show the student experience at their school and inspire more applicants to apply. However, it’s important for colleges to choose their partners carefully and make sure that their messages are genuine and reflective of their actual student communities. When used correctly, UGC and influencer marketing can be powerful ways to reach potential students and create meaningful relationships with them over time.

Looking for help creating an effective higher education marketing strategy? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Lisa | Spherical Strategies Content Creator & Copywriter

Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.

Higher Education Marketing: Connecting with Gen Z

Lisa Trevelyan February 1, 2023 Higher Education, Marketing

As higher education institutions continue to compete for a shrinking number of potential students, it has become increasingly important for them to adapt their marketing strategies to connect with Gen Z. “Gen Z,” the generation born between 1996 and 2014, is now the largest in the United States. Higher education institutions are bracing themselves for an influx of students by taking a closer look at who Gen Z is and what makes them tick.

This innovative generation is making decisions about their education and future careers, and higher education institutions that want to attract them must understand what makes them unique and how to reach them.

In this blog post, we will take a look at some of the benefits of adapting your school’s marketing strategy to connect with Gen Z, as well as provide tips for how you can do it!

Who is Generation Z?

Gen Z has been described as the most diverse, connected, and entrepreneurial generation ever. They’ve grown up with technology at their fingertips and are often more comfortable communicating online than in person and are used to getting their information, instantly, from the internet.

This is a generation that is used to being bombarded with marketing messages and is very adept at tuning them out. In order to reach Gen Z, higher education institutions must be more strategic and innovative in their marketing than ever before.

Innovative and Adaptive

One of the most important things to know about Gen Z is that they are an innovative generation. They are the first true digital natives and they have grown up in a world of constant change and technological advancement. This has contributed to their strong problem-solving skills, creative perspectives, and natural ability to adapt to change.

Independent

Gen Z is also an independent generation. They are accustomed to researching and finding information on their own, and they value their ability to do so. Their decision-making has been described as “crowdsourcing,” meaning they seek the opinions of their peers, influencers, and reviewers. They also use multiple screens simultaneously and have an impressive ability to multitask.

Social Media Savvy

As the first true digital natives, Gen Z is extremely social media savvy. They are heavy users of all the major social media platforms and have a vast network of connections. Higher education institutions that want to connect with Gen Z must be active on social media and use it to reach out to potential students.

Diverse

Another important thing to know about Gen Z is that they are a diverse generation. They are the most racially and ethnically diverse generation in history and come from all walks of life. This diversity is one of their greatest strengths, and higher education institutions that can tap into it will be able to better connect with Gen Z.

Purpose-Driven

Gen Z is a purpose-driven generation. They are passionate about making a difference in the world and are looking for higher education institutions that can help them do that. When marketing to Gen Z, higher education institutions need to focus on how they can help students make a difference.

What are the benefits of higher education institutions connecting with Gen Z?

There are many benefits for higher education institutions that connect with Gen Z, including:

– Increased student enrollment

– Improved retention rates

– Enhanced brand reputation

– Increased alumni support

Connecting with Gen Z can be difficult if not approached correctly. They’ve been accused of having short attention spans, not checking their email, or distrusting brands. In reality, if you speak their language and build loyalty, they can become your best advocates.

Now that we’ve discussed some of Gen Z’s unique qualities and the positive impacts this generation can make, let’s take a look at how higher education institutions can adapt their marketing strategies to connect with them.

Tips for Connecting with Gen Z

Higher education institutions that want to appeal to Gen Z need to understand how they research and make decisions. To reach Gen Z, higher education marketing must be authentic, personal, inclusive, mobile-friendly, and visual.

Use technology to your advantage.

This generation is used to getting their information from the internet and is very comfortable communicating online. Higher education institutions can use this to their advantage by using the countless digital channels available to get their school’s name in front of prospective Gen Z students. While printed material can still be effective in reaching Gen Z through the mail and while they’re out and about, utilizing technology such as phones, tablets, and computers is certainly the best way to reach them.

Use social media to reach out to potential students.

With Gen Z, higher education marketing should be rooted in social media. This generation is active on all the major social platforms such as Facebook, Instagram, Snapchat, and Twitter. Institutions will benefit most by using these channels to reach out to potential students and provide them with valuable content.

Create meaningful relationships with influencers.

Gen Z values its relationships with influencers, so higher education institutions would be wise to consider partnering with influencers to reach this demographic. Influencers can help higher education institutions spread their message and build trustworthy relationships with potential students.

Appeal to their sense of adventure and humor.

Gen Z loves “weird” – and there have been a lot of exemplary social media case studies where universities and other companies are overcoming Gen Z’s skepticism of brands by getting in on the joke. More and more brands are getting savvy to this dry wit and approach to marketing and in 2023 it is likely to boom. Get in quick, though, as it is well-established that brands and politicians kill memes.

Be active and engaged on social media.

During the lockdown, Gen Z turned in their droves to TikTok. If you work in marketing, no doubt you’ve made an account. If you haven’t, you’ve definitely been asked to. No app encapsulates the Gen Z sense of humor better than TikTok. But beware! It’s filled with in-jokes and long-running memes: if you get it wrong, you will face mockery.

Be authentic and transparent.

Gen Z is more likely to trust higher education institutions that are transparent and authentic. Gen Z appreciates brands that are honest about their flaws, share their successes, and strive for continual growth and improvement. By understanding their values and priorities, higher education institutions have a better chance of connecting with this generation of students.

Focus on how you can help students make a difference.

Gen Z is a generation that cares. They want to make an impact and they’re looking for higher education institutions that will help them do just that. Higher education marketing should focus on how the college or university can help Gen Z students be successful, make an impact in their community, and achieve their altruistic goals.

Include them in the conversation.

The best way to speak their language is to involve them in the conversation. Higher education institutions should ask their current students to share their experiences and invite prospective students to join in and contribute their ideas, ask questions, and voice their concerns. This will help Gen Z feel more connected with your institution, and it will also provide valuable insight into what they’re looking for in a higher education opportunity. Social media platforms are a great place to support these conversations.

Be Inclusive

Higher education institutions must be able to show that they value diversity and are committed to creating an inclusive environment for all students. Students from all backgrounds should be represented in higher education marketing materials, and higher education institutions should make sure that their policies reflect a commitment to diversity, equity, and inclusion. Not only is this important for all companies to embrace, all the time, but especially when tailoring your marketing towards this diverse and inclusive generation.

These are just a few of the ways higher education institutions can connect with Gen Z. There is no one-size-fits-all solution. Still, higher education marketing teams should be aware of the unique traits and qualities that make up this generation to create effective strategies for connecting with them.

Gen Z has already started making waves in the world and higher education marketing departments cannot afford to ignore them if they want to stay competitive. Higher education institutions that are able to adapt their marketing strategies to connect with Gen Z will be able to better compete for potential students. Higher education institutions must be authentic and transparent, show that they value diversity, and are committed to creating an inclusive environment. They should establish a strong social media presence and use it to engage with Gen Z, and show how their school will help students make a difference in the world.

Looking for help creating an effective higher education marketing strategy? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Lisa | Spherical Strategies Content Creator & Copywriter

Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.

Video Marketing and Advertising for Higher Education Institutions in 2022: Tactics & Analytics

Lisa Trevelyan April 12, 2022 Advertising, Higher Education, Marketing, Video Marketing

In recent years, video marketing and advertising have been an increasingly successful way of connecting with a targeted audience and have been a go-to strategy for many different industries. In 2022, the higher education industry will be no exception.

With so much competition out there, it’s no longer enough just to have an online presence – higher education institutions need to do everything they can to ensure that their organization’s brand and message are marketed effectively.

A recent survey showed that 65% of people are more likely to watch a video about a college or university than read an article. Videos are also more likely to be shared and engaged with on social media than any other type of content.

Video content has the potential to highlight what makes your institute unique, teach students more about the programs they’re interested in attending, and give prospective applicants an inside look at life on campus. Video marketing is cost-effective, so video marketing is definitely the way to go if budget is a concern.

If your digital marketing strategy isn’t already taking advantage of the benefits of video, now is the time to get creative if you want to compete with other schools in your area. This blog post highlights some of the beneficial tactics to consider when applying video marketing and advertising for higher education institutions in 2022!

Create videos that showcase your school and its programs

What differentiates your college or university from others? This is a great place to start when you are working to develop video content. Showcase the unique aspects of your school and its programs. This will help potential students get excited about what your establishment has to offer that others may not.

Produce videos that highlight student experiences

Students are naturally one of the best assets when it comes to marketing a school. A great way to show off what life is like as a student at your institution is to showcase their experiences in videos. Videos help potential students connect with current students and get an idea of what they can realistically expect if they enroll at your school.

Create video content for social media platforms

Most colleges and universities have already discovered the benefits of having a strong social media presence, which is why it is so important to apply video content on these platforms to stand out. Video marketing strategies are a great way to engage prospective students and keep your school fresh in their minds when they are deciding where they want to attend. Higher education institutions need their brand to be where their potential students are spending time online, which means utilizing platforms like YouTube, Facebook, TikTok, and Instagram.

Produce video testimonials from current students and alumni

Potential students want to know what it will be like to attend your school, and producing videos featuring current students or alumni testimonials are a great way to give them a peer review. These videos help you connect with potential students who may be on the fence about attending your school by adding a personal touch.

Host webinars or virtual tours

Many students want to know what it’s like to attend a particular school before they commit to enrollment. Hosting a webinar or virtual tour is a great way to give them the information they are seeking. When making a decision as important as where to receive the next level of their education, it can be especially helpful for prospective students that are unable to be physically present on campus to learn more about your school. This can be especially helpful if they have a busy lifestyle, cannot visit during certain times of the year, or just live a great distance away.

Use video content in email marketing campaigns and recruitment tools

Email marketing is still one of the most effective ways to reach potential students. Why not use video content in your email marketing campaigns? It’s a great way to grab their attention and show them what they could expect if they enrolled at your school.

Make use of multi- and cross-channel strategies to share your videos

As we’ve already discussed, social media platforms are a great way to reach potential students where they are on the Internet. Repurposing video content across multiple platforms simply by editing their format or length will save you time and money. Don’t be afraid to experiment with different platforms to see which ones work best for your organization.

Use video content to create brand awareness for your school

Video is a great way to create a strong brand image for your school. You can increase brand awareness of your school by sharing high-quality videos that reflect its values and potentially attract students who did not know about your institution before.

Partner with other higher education institutions or businesses in your area

Collaborating with other schools or businesses in your area can help get your video content in front of more people. It also helps to build relationships with other organizations and people in your industry. This can come in handy when you are looking for partnerships down the road.

Invest in quality video production

If you want to attract the attention of your specific target market, you need to produce high-quality videos. It requires a bit of research on your part, but investing in good quality video production services ensures that your institution’s videos are attractive and portray a message that ultimately encourages more enrollment.

Be consistent with your video content

When it comes to producing video content, consistency is key. As you plan out the video content you want to share over time, it’s important to make sure there is consistency throughout the campaign and across all channels. You can keep things a little more loose with timing if you want to take advantage of timely events, but overall, video content should have a cohesive feel. This helps build trust with potential students as they see an establishment that is confident in who they are and what they have to offer.

Include a strong call to action in your videos to encourage prospective students to visit your website or contact you for more information

You can produce the best video out there, but without a strong call to action, your viewers will never know what you want them to do, and this means no conversions. Make sure to include your call to action in your plans for each piece of video content you release to ensure the end result is an enrolled student.

Make use of analytics tools like YouTube Analytics or Facebook Insights

By making use of analytics tools, such as YouTube Analytics and Facebook Insights, you can get a better idea about which types of videos work best for both attracting new students and retaining current ones. By measuring the success of your video marketing and advertising campaigns, you can see what’s working well and what could use some improvement. This information will help you make better decisions about future campaigns.

Think outside the box and get creative with your video marketing strategies! The possibilities are endless. By using video marketing and advertising for higher education institutions in 2022, you can set yourself apart from the competition and attract more students to your school. Good luck!

About Lisa | Spherical Strategies Content Creator & Copywriter

Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.

If you’re looking for more ideas on how to use digital marketing and nonfungible tokens for your business in 2022, be sure to check out our website! Not only do we have information about new digital trends and NFTs, but we also offer free consultations to see how Spherical Strategies can help you achieve your digital marketing goals in 2022!

Higher Education Marketing: Cross-Channel Integration and Automation

Lisa Trevelyan March 29, 2022 Automation, Higher Education, Marketing

Higher education institutions are constantly looking for new ways to engage with prospective students, but the growing number of channels available to reach them can make it seem like a daunting task. As higher education organizations are faced with the challenge of increasing enrollment rates on a limited marketing budget, they are also finding themselves with an overwhelming amount of data coming from an increasing amount of channels.

The problem is twofold: firstly, organizations need a way to aggregate all of this data in order to make informed decisions about where to allocate their resources. Secondly, they need a way to automate the process so that they can keep up with the ever-changing landscape and not miss any opportunities. By applying cross-channel strategies that automate marketing processes and integrate offline activities with online tactics, you can help your organization reach more students.

This article will explore what cross-channel marketing, integration, and automation are and why a digital marketing strategy incorporating them all is so important for higher education institutes.

What is Cross-Channel Marketing?

Cross-channel marketing is a form of multi-channel marketing, one of the major digital marketing trends projected for 2022. The processes are similar in that they both involve using multiple channels to interact with a targeted audience, but in the case of cross-channel marketing, the goal is to create a unified customer experience (CX).

Cross-channel strategies involve the passing of information between each channel, enabling prospective students to easily “cross” from one to the next and ensuring they are receiving a consistent message no matter where they are. For example, a future student may start their research on your website but switch to viewing your Facebook page for more information, then switch to Snapchat to see what current students are doing in real-time at your events.

What is Integration and Automation?

Channel integration is the process of bringing all of these channels together so marketers can track and analyze customer behavior across all platforms, providing a complete view of each customer’s journey through their sales funnel. This strategy allows educational institutes of all types and sizes to see which channels are most effective in driving traffic to their site and converting that traffic into enrollments.

In addition, it is important that all the utilized channels are integrated into one system. This allows marketers to automate the process from start to finish and ensures there’s no lapse in data collection. Automation is the key to success in any cross-channel marketing strategy. It makes it possible to manage campaigns and messaging across all channels simultaneously while still allowing for human intervention when needed.

Marketing Automation Platforms

Cross-channel marketing strategies can involve a lot of planning and collaboration. One way to speed up the process is by creating a marketing automation platform that can reduce the time spent on manual processes while ensuring every message sent to students through different channels remains consistent with one another. This ensures your university’s brand stays strong and recognizable no matter how the student is contacted.

Marketing automation platforms like HubSpot offer features such as an integrated CRM, custom workflows and email templates, social media publishing tools, contact databases with lead scoring based on user behavior and interactions across different channels.

What Can Automation Accomplish?

Automation platforms can be set up to handle virtually any type of digital marketing strategy — from content distribution through Facebook ads and Google Adwords campaigns, all the way to more complex aspects of direct mail, email marketing, and offline data collection.

Higher education institutions can apply automation to the following and much more:

email marketing (welcome sequences, drip campaigns, etc.), SMS, and voice-based marketing (inbound calls, phone surveys, caller profile data, etc.)
engage with and increase followers (i.e., Facebook, Instagram)
generate, nurture, and close leads
track and report target market behavior
retarget and re-engage prospective students
optimize their strategies

By combining all the features of a top-of-the-line automation platform with cross-channel integration strategies, higher education institutions are able to:

obtain valuable analytic data
better track their students’ journey through each stage of the sales funnel
deliver a personalized, yet consistent brand message
improve budget spending
improve efficiency and productivity of their digital marketing campaigns
provide better customer support

Why is Cross-Channel Integration & Automation Important for Higher Education Marketing?

When all channels are integrated, it becomes much easier to personalize the customer journey. Personalization is essential for driving engagement and conversion rates, making it vital that educational institutions have a system in place that allows them to do this effectively. Automation makes it possible to save time and money by scheduling and delivering personally-tailored messages and common automated responses at scale across all channels, all while delivering your cohesive brand image.

Educational institutions that combine cross-channel marketing, integration, and automation strategies in their digital strategy will find it easier to: reach more prospective students, measure the return on investment (ROI) of all campaigns, target students across any platform, and track and analyze every step of the CX from awareness to conversion.

As marketing channels continue to evolve, it becomes increasingly important for higher education marketers to be able to track and analyze the behavior of their future pupils across all platforms. Without this information, they will not know how or when their target markets are interacting with different mediums, nor will they have the data to support their digital marketing decisions.

The Takeaway

Cross-channel marketing is one of the most important strategies for driving engagement and conversion rates, making it essential that educational institutions have a system in place that allows them to do this effectively.

Automating an integrated cross-channel digital marketing strategy allows for targeted messaging that is personalized to each student’s needs. Prospective students receiving consistent marketing messages across a multitude of channels from your university will associate this with a positive experience and become more likely to enroll.

It’s important to remember that not all students are the same, and this requires different campaigns for each type of student you’re trying to attract. For example, there might be a difference in how you approach an international student as opposed to a domestic one. This is where automation can really simplify things – by providing the ability to target different groups of students separately while still delivering a unified message.

About Lisa | Spherical Strategies Content Creator & Copywriter

Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.