Is your admissions team prepared to use inbound marketing methodology to effectively recruit digital natives?
Is your marketing strategy hopelessly analog in a digital world? Are you dialing a rotary when your prospective students are tapping on touchscreens and paying for radio spots when they're listening to podcasts?
Read on if you suspect you may be a marketing dinosaur...and learn how not to go extinct.
1. Most of your marketing efforts involve advertising
Does your enrollment management strategy rely heavily on advertising?
How much of your budget is currently allocated for purchasing ads?
If you’re a higher education marketing professional and you’re trying to use advertisements to do the work of marketing for you, chances are, it’s not going to go very well.
Traditional advertising isn’t working so well these days. Why should a consumer -- or a prospective applicant -- trust your messaging about the institution you represent? When today’s rising juniors and seniors (and their parents!) start thinking about college, your advertisements may well be off their radar entirely.
Digital natives -- young people who’ve grown up connected to the Internet -- are great at ignoring your ads. That’s the bad news. Spend all you want, but those rented lists and purchased ads won’t do much good when you’re putting them in front of people who’ve grown up as experts in tuning them out.
So how do digital natives make purchasing decisions?