The Educated Marketer


Vicky Lynch

Recent Posts

Using Storytelling in Marketing

by Vicky Lynch | Jul 06, 2017

 |  college recruiting strategies, college recruitment plan

Inbound marketing is all about delivering high quality content that will delight your readers and prompt them to share their information with you because they want more. So it’s no surprise that the best marketers in this new marketing world are storytellers.

What’s more--according to a Onespot infographic, 92% of consumers want ads that feel like a story. The science behind this is that stories activate parts of the brain that make us relate the message with our own ideas and experiences.

Seth Godin, marketing guru and best-selling author highlights the art of authentic storytelling in his book, All Marketers are Liars. He points out that in a world full of nonstop messages, it’s hard to take marketers at face value. However, if we are able to craft authentic stories, then we can capture the imagination of large audiences and gain exposure. We gain trust and we tell a good story.

So how can we begin as marketers to tell stories? How does that work?

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Are You Optimizing Your Downtime?

by Vicky Lynch | Jun 29, 2017

 |  college recruiting strategies, college recruitment plan

School’s out for summer! Enrollment for fall semester is set and high school seniors will likely not be making any decisions for the following year until school starts up again. So what’s a higher education marketer to do?

Sometimes when life is completely hectic, it’s hard to keep up, much less try anything new. Natural breaks provide the chance to do a 180 and break out of your comfort zone.

Summer is a great time to set goals and create a fresh new inbound marketing plan for the 2016/2017 recruiting season.

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Are College Fairs Worthless?

by Vicky Lynch | Jun 15, 2017

 |  college recruitment, inbound marketing

 When we talk about inbound marketing, a lot of the time we point out that the old-school methods of pushing out a message with glossy brochures, mailings and college fairs are simply not as effective as they used to be. But are they worthless?

Take the college fair for example. You may feel like you are spinning your wheels sending reps all over the country to promote your school at college fairs when prospective students have shown that they can hop on your website and get all their questions answered right from their smart phone. And, in fact, 97% of prospective college students have indeed visited a college website on their smartphone.

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Drive Traffic to Your Website

by Vicky Lynch | Jun 01, 2017

 |  college recruitment, inbound marketing

You’ve worked hard to provide valuable content on your website, how do you plan to drive more prospective students and their parents to your website?

Inbound marketing and an effective website go hand-in-hand. The rise of college websites has made all the difference for prospective students. They went from a world where all the information about colleges was located in the library or in the file folders full of viewbooks and brochures that were handed to them at college fairs to a world where all the information (and much more) contained in those papers was at their fingertips 24/7, first on home computers, and now on mobile devices.

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How to Make Your Website Relevant

by Vicky Lynch | May 16, 2017

 |  college recruiting strategies, social media recruiting strategy, website

Most Colleges and Universities have a website and online presence, but if their website isn’t usable and their content isn’t useful, websites that are designed to be helpful are defeating their purpose. Read on to find out how you can make your website relevant.

According to a 2014 Uversity Report, 97% of students have visited the website of a college they are interested in but nearly 2/3 of those students found that the experience was “just ok” or “challenging.” In addition to have trouble actually accessing the sites, only 4 in 10 students found the information and content on the college’s website to be relevant.

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Do You Know the Digital Habits of Your Prospective Students?

by Vicky Lynch | May 10, 2017

 |  college recruitment plan, college recruitment strategy, website

Do you know the digital habits of your prospective students? We’ve put together some statistics to help you answer this question.

According to a 2015 Pew Research Study, 92% of teenagers report going online daily with 24% online almost constantly. Of course every institution is up to speed with a fully functioning website where prospective students can interface with recruiters and gain general information. However, there are areas where improvements can be made. And understanding students’ habits is the first step in knowing which changes to make to your website and social strategy to reach your audience more effectively.

Check out our infographic compiled with information from a recent study that reveals the internet habits of your prospective students.

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Why Your College Needs a Brand Yesterday

by Vicky Lynch | Apr 18, 2017

 |  college recruiting strategies, college recruitment plan

The concept of branding is fairly straight forward, but the process is much less so in the world of higher education.

Entrepreneur defines brand as “a promise to your customer. It tells them what you can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.”

Inside Higher Ed recently published an article discussing why so many universities have similar brands. There’s been a lot of chatter on the internet about it, but basically what it comes down to is that students need to trust an institution if they are going to pursue an education there. The brand matters when students apply, while they are in school and even as alumni.

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Top Reasons Recruiters Should Be Using Twitter

by Vicky Lynch | Apr 12, 2017

 |  college recruiting strategies, social media recruiting strategy, Twitter

According to Social Times, as of March 2016, 320 million people use Twitter each month. If you’re like 87% of Americans, you know what Twitter is, but you may have no idea how to use it. It was launched 11 years ago in 2006, it can be an incredibly effective promotion tool and yet exactly how to use Twitter remains a mystery to many.

Here are some top reasons you should be using Twitter:

  1. Ability to connect with prospective students. If your prospective students are on Twitter, you need to be too.  
  2. To brand your institution. You don’t have to be a huge university to build brand awareness on Twitter. You just need to be dedicated and tweeting regularly.
  3. Tweets can go viral. If you’ve never had a tweet go viral, it’s hard to understand the phenomenon. But it happens, and it can happen to you.

    The good news is: If you take a little bit of time to understand how Twitter works and best practices you need to follow, you will be happily tweeting and sharing your message with millions of users across the world.

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The Engine That Drives Inbound Marketing

by Vicky Lynch | Mar 28, 2017

 |  college recruiting strategies, social media recruiting strategy

We’ve covered many ways that inbound marketing could be perfect for your institution. It gives you a chance to really have a conversation with your prospective students and get to know them. According to Hubspot, it’s up to 61% less expensive than traditional marketing. It even produces higher-quality leads than your old tried-and-true tactics.

By now you understand that inbound marketing is all about drawing prospective customers in, rather than pushing your message out. You understand it’s about creating a virtual space and extending a hand for leads to get in touch and stay in touch. You understand it’s about listening as much as you speak and understanding what your prospective students want out of an education.

You understand that content is the engine that drives inbound marketing.

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It All Comes Down To Leads

by Vicky Lynch | Mar 21, 2017

 |  college recruiting strategies, social media recruiting strategy

Twitter followers are nice, but they’re not leads. Same goes for Facebook likes and blog readers. They are good things to be sure, but not exactly students in seats. Ditto for all the other platforms and their ways of quantifying popularity. Most of these numbers don’t mean anything, unless they translate to bona fide leads that convert.

It all comes down to leads.

Everything single thing you do as part of your digital marketing strategy should be about getting prospective students and their parents to opt into further communications with you. It’s all about delivering and nurturing high quality leads through content your target market can’t resist.

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