Exploiting 2023’s Top Higher Education Marketing Trends: The Power of Short Form Video, Conversation, and Student Ambassadors
In times of declining college enrollments, the need for higher education institutions to adapt and evolve is more urgent than ever. Their marketing strategies need an overhauling to effectively communicate with potential students and parents, and provide them with a glimpse into the remarkable opportunities they offer. Let’s delve into some of the most influential marketing trends that had profound effects on higher education institutions in 2023.
One of the standout trends is undoubtedly the rising popularity of short-form videos. This media has gained significant traction in the social media realm, and higher education institutions are missing out if they’re not capitalizing on this trend. Platforms like Instagram Reels, TikTok, and Snapchat are not just for teenagers or young adults anymore. Institutions such as San Diego State University catch the wave effectively by creating engaging content about happenings around the campus, tips for applications, or by featuring students and faculty. This visually appealing, bite-sized content keeps their followers informed while keeping their attention.
Taking the conversation further, marketing in higher education has shifted much towards ‘Conversational Marketing’. This trend, which involves real-time, interactive methods, promises a personalized and immediate response experience. The University of Kentucky serves as a prime example here. Their seamless integration of live chat features on their website not only keeps the students engaged but has also resulted in faster resolution of queries and significant improvement in student satisfaction rates.
A technical innovation that has notably seen a rise in popularity is the advent of Video Landing Pages. These pages emerged as top-performing landing pages with their capacity to boost conversion rates and enhance user engagement. By integrating video content into landing pages, universities are extending the time spent on their websites. This, in return, has a positive impact on SEO rankings, enhancing the visibility of the institution over popular search engines. Purdue University’s homepage, featuring an engaging video that reflects campus life, serves as a great example of this strategy.
Moving forward, the concept of Student Ambassador Programs is redefining influencer marketing in the education sector. It’s not celebrities or social media influencers, but students themselves who are making a significant impact on prospective students’ enrollment decisions. These Student Ambassadors provide a genuine and relatable perspective about the institutions. The University of Manchester’s Student Ambassador program, for instance, has significantly influenced prospective students by showcasing real-life experiences and events on campus from an insider’s point of view.
In conclusion, the borderless world of digital marketing is offering a plethora of opportunities for higher education institutions to attract, engage, and convert prospective students. Whether it’s the real-time interaction of Conversational Marketing, the visual treat of Short-Form Videos, or the authenticity of Student Ambassador Programs, the top higher education marketing trends in 2023 are all about creating meaningful and personalized experiences. Institutions that recognize and exploit these trends effectively are undoubtedly poised for success in their recruitment endeavours. Given the rapidly evolving digital landscape, staying current with education marketing trends is not just desirable, but a necessity for higher education institutions. Investing in such strategies not only creates enhanced experiences for prospects but also builds strong relationships that drive engagement and ultimately, enrolments.
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