The Educated Marketer

 

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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Convert Your Leads into Applicants

by Leah Peters | Apr 05, 2017

 |  college recruiting strategies, social media recruiting strategy

The writing is on the wall. When a prospective student visits your website and self-selects into receiving communications from your institution, the worst thing you can do is fail to interact with them. 


 

 

 

 

 

 

 

 

 

Remember, they are not just “one more student”, they are about to make one the biggest and most consequential decision of their lives so far—and a significant financial investment too.

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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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Are You Annoying Your Audience?

by Vicky Lynch | Mar 14, 2017

 |  college recruiting strategies, social media recruiting strategy

Ask any blogger—from the columnist with a national news outlet to the mommy blogger who posts ingenious craft ideas—and he or she will tell you: effectively promoting content without being annoying about it is a tricky line to walk.


Admit it, we all have at least a few contacts in our social networks who always seem to be sharing something they’re selling, something they’ve written, or something on their blog, to the point that we groan internally and think “what now?” when their content comes up in our newsfeeds. It’s spammy, intrusive, and annoying.

So, how do you avoid being that person?

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How to Build Your Inbound Marketing Team

by Vicky Lynch | Mar 07, 2017

 |  college recruiting strategies, social media recruiting strategy

Managing an inbound marketing strategy is no simple affair, even if the principles underlying the practice are fairly easy to comprehend.

Maybe it’s obvious to state, but to do inbound marketing right, you’ need to have the right people.


For many companies and institutions, the most cost-effective way to implement inbound marketing is to partner with an inbound marketing agency for part or all of the process. Agencies can conduct research, write personas, generate content, manage optimized social media profiles, watch the numbers, score and nurture leads and more.

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Identifying Prospective Students

by Vicky Lynch | Feb 28, 2017

 |  college recruiting strategies, social media recruiting strategy

Are you marketing what you're actually being paid to market?


Sure, you know your institution backward and forward and you can give an elevator speech about its unique benefits and qualities in your sleep. You probably do that on a regular basis! You have a message about your school that you’re always ready, willing and enthusiastic to share.

But it’s precisely this point of view that gives rise to traditional marketing. For inbound marketing to work well, higher education marketers have to understand their institution, yes, but they also have to understand their prospective students and their parents (in marketing speak, their buyer personas) just as well.

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Interesting Content that's Shareable

by Leah Peters | Feb 07, 2017

 |  college recruiting strategies, inbound marketing, social media recruiting strategy

 

Are we pretty safe in assuming that at one point or another, you’ve shared something you read or watched on the internet?

Come on, you know you have. Perhaps you’ve emailed an interesting article to a friend or colleague (the digital version of clipping a newspaper article and mailing it in an envelope!), shared a moving or inspiring image or blog post to your Facebook wall, tweeted an irresistible offer for a free or discounted ebook—or maybe you’ve even shared one of those ubiquitous videos of animals doing something cute. (No judgment here—after all, who can resist cute baby animals?!)

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Inbound Marketing Techniques to Attract Adult Students

by Vicky Lynch | Aug 25, 2016

 |  college recruiting strategies, social media recruiting strategy

According to a 2013 article from the Wall Street Journal, only 29% of all students are traditional students, i.e. they are attending a four-year university full time right after high school and are living on campus. So, we can only assume as tuitions have continued to rise that percentage may be even lower today. Many colleges are finding that having more non-traditional students is helping them battle rising enrollment fees. And in the years to come, catering to these students will likely be the difference between staying open and shutting your doors.

So, how do you reach the new majority of college students? Are there different tactics you need to use to be most effective in boosting adult student enrollment?

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