How important is digital marketing for the education industry?
Nowadays, technology is increasing its reach and requires new and advancing skill sets. This is one of the reasons why the primary focus of higher education courses has shifted towards a more practical approach, industry relevance, employment orientation, and adaptation to corporate demands. Educational degrees are no longer limited to face-to-face lessons. There are many online courses that provide their students with the same knowledge as traditional education. Of course, this is good news for the students, as the higher education system clearly becomes more flexible. However, this has also led to increased competition among higher education institutions that want to maximize the number of newly enrolled students. As a result, higher education institutions are seeking the help of digital marketing agencies to build a strong brand image through the development of effective communication strategy with the students, parents and industry experts.
So, here are some digital marketing techniques for the education sector to keep in mind:
Design a “mobile first” website.
Today, the number of online users significantly surpasses the number of computer users. This makes it clear that mobile is the most used platform for accessing Internet trends and is especially popular among students. Therefore, when developing your website, you should make sure that you offer the best possible experience to your mobile users. Mobile optimization is the first and most important digital marketing technique for companies operating in the higher education sector. Remember, if your website is not mobile-friendly, then you are missing out on the majority of potential students.
Targeted content to drive traffic
In a successful digital marketing strategy, language is not the only parameter that is taken into account when generating high-quality content. Nowadays, the “quality” of the content is determined by whether the content is able to increase your website traffic and page rank position. That’s why it’s important to make sure that your content is focused on generating more traffic and improving your rankings. This can be achieved by conducting keyword research with focus on the long tail variations. With that in mind, variations of your main keywords are a great resource to identify other keywords related to your educational institution. But that’s not all, it’s essential to make sure that all of these keywords are affordable to rank for and will bring high-quality traffic to your website.
Conversion-oriented content
Initially, you have to define the desired conversion rate based on your business objectives, which is essential for effective digital marketing for the education industry. This helps you generate high-quality content focused on improving that conversion rate. Conversion-oriented content inherently aims to target potential students and convince them to enroll in your institution. This type of content can be generated by describing key details about your institution, such as your services, infrastructure, campus facilities, faculty details, placement records, fees, and pricing. These elements are crucial for directly persuading your potential students; however, it is even more important for your site to convey trust and credibility. To achieve this, it is vital to utilize real student testimonials from past graduates, as well as video and images of real people as frequently as possible.
Internal link building
Link building should be a fundamental criterion when formulating an effective SEO strategy for any educational institution. In this decade, the quality of a website is not limited to content alone since the average time spent on your website depends to a large extent on internal links. Let’s suppose that your website lacks internal links. Then, the user will check the information of the specific page they vist and will most likely leave the website afterwards. However, when you include several links leading to information related to the content of the page they are viewing, it is very likely for the users to continue browsing your website instead of going to another one to look for more information.
Video
Video marketing is a highly effective technique because it quickly captures the attention of internet users, leveraging our natural inclination toward visual content. By using videos to promote products or services, this strategy taps into the growing use of smartphones for consuming information and the popularity of platforms like YouTube, which millions of people engage with daily. Furthermore, video content excels in fostering social interaction, as it is the most shared format on social media, amplifying its reach and impact.
Prospecting campaigns
For any educational institution, building a strong brand image and enhancing its reputation is crucial, and implementing digital marketing for the education industry through prospecting campaigns on Google and Social Ads is key to achieving this. These campaigns should be strategically structured to attract traffic and potential students by launching banner or video ads on third-party websites. The goal is to engage a targeted audience based on factors like interests, social behavior, lookalike profiles, and competitors, ensuring maximum impact and visibility for the institution.
Retargeting campaigns
Retargeting is a gradual yet effective process that can significantly increase conversion rates when implemented correctly. Its primary advantage lies in the ability to reach potential students who have already demonstrated interest in your services by visiting specific areas of your website. For instance, if your school offers an MBA program and has a dedicated conversion page for it, a successful remarketing campaign would target users who visited that page but did not reach the thank-you page, ensuring that you engage only those who haven’t filled out the contact form. To enhance the effectiveness of this campaign, it’s ideal to provide a conversion catalyst, such as a discount or a sense of urgency by highlighting limited availability for the course.
SEM campaigns
It is important to use campaigns based on keywords to collect all those interesting searches related to your educational center. It is true that SEM in education can be expensive since many institutions use this type of campaigns. However, if it is planned in a smart way and taking into account the seasonality of the sector, the achieved results could be fascinating. As we have mentioned before, it is vital to plan campaigns with long tail keywords to avoid too high CPCs.
Lead magnets
One of the most effective digital marketing techniques for the education sector is the use of “Lead Magnets,” which are downloadable resources, typically in PDF format, offered in exchange for potential customers’ contact information—specifically, students. Providing various types of information as lead magnets, such as course programs or informative price dossiers, can attract a diverse audience. By collecting contact data through these resources, institutions can identify interested users who may not yet be ready to enroll. The key to maximizing this approach lies in designing an effective email marketing automation strategy that nurtures leads who have downloaded the PDFs. This systematic engagement can gradually increase enrollment numbers for the educational institution.
Webinar – Masterclass
One of the most used techniques is to organize a Webinar with a free Masterclass given by one of the best teachers in the educational center or another special guest. The educational institutions that make use of this technique create the following flow to attract their students:
- They use traffic or prospecting campaigns to generate interest and give visibility to the masterclass.
- They use social networks organically for the same purpose, leveraging on the personal branding of the speaker and the school.
- They create a landing page where they direct all the traffic from the campaigns and generate the conversion for the Masterclass.
- Include automations to remind subscribers that the day of the masterclass is approaching and provide additional value during this process.
- In the Masterclass, the teacher provides a lot of value and raises several Call to Actions to encourage listeners to enroll in the full course.
- Another automation is generated to encourage all the attendees of the masterclass to enroll in the course.
Social Networks
When developing an effective social media strategy, you should identify the most relevant networks where your potential students are. Generally, the top three social media platforms among the student community are TikTok, Instagram and YouTube. It is important to focus on few networks and work them separately. By sharing the same content on all social networks, you only stimulate users to follow you on one of them. However, they are unlikely to follow you on all the networks. For this reason, it is best to focus on the main platforms where your students are active and develop these in a genuine way, providing a differential value in each of them.
Digital marketing for the education industry is not just important; it is essential for institutions aiming to thrive in a competitive landscape. As technology continues to evolve, educational institutions must adapt their marketing strategies to attract and retain students effectively. Implementing diverse techniques such as mobile optimization, targeted content creation, and innovative lead magnets can enhance brand visibility and engagement. Moreover, leveraging social media platforms and video marketing fosters stronger connections with prospective students. By embracing these digital marketing strategies, educational institutions can significantly improve their outreach, conversion rates, and overall reputation, ensuring they meet the demands of modern learners. Ultimately, a robust digital marketing approach will help educational institutions not only survive but flourish in today’s rapidly changing environment.
