“Young people are now paying more than double the cost for higher education than the generation before – and much more than the free education obtained by their parents’ generation”
The past five years have seen a notable shift in the education industry, with establishments expected to adjust operations accordingly to meet demand-driven funding models. Whether providing higher education, coaching, or upper education it is now crucial that organisations maximise their marketing efforts to build a strong favourable reputation.
In today’s highly competitive market, attracting students to your institution is particularly reliant on whether your offering will outweigh the overbearing pressures involved in enrolment. Your marketing efforts need to reassure students and, in some instances, parents that as an education provider you will provide access to exemplary knowledge and training that will set them or their child up for a prosperous future.
Challenges of Education Marketing
Financial pressures are becoming a growing concern for many individuals, especially when considering pursuing a higher education. With the looming threat of student debt and fear that years of study will lead nowhere, it’s essential that you’re able to effectively and clearly communicate the value of your offering.
These concerns need to be offset by the perspective benefits, convincing potential students not only of the importance of gaining higher education, but that your institution would be the perfect fit for them. This is also crucial in overcoming the decreasing belief in the importance of attending university. With an abundance of alternative options readily available, what will make your proposition stand out?
When marketing for the education sector, it’s essential that your efforts establish your establishments’ reputation as a credible, authentic and reliable provider. In many cases, it also needs to be taken into consideration that your marketing will need to convince both parents and potential students that you’re the education provider for them or their child.
Typically, a large proportion of the education sector’s target market are members of a digitally orientated demographic. Therefore, it is fundamental that your business develops a strong digital marketing strategy. As frequent users of electronic devices, your organisation now has more opportunities than ever before to reach your target market in a direct and meaningful way.
What are you currently doing to make the most of this?
Essentially, it all comes down to showing individuals that the education you’re providing will help them achieve their dreams.
Update Your Website
A comprehensive website is vital in establishing a strong marketing strategy. Why? It’s essentially the hub of your business.
If individuals want to find out more about what you’ve got to offer, it’s highly likely that they’ll seek out your website online. Because of this it is, of course, essential that when operating in the education sector you build a practical online domain that is aligned with and accurately reflects your organisations’ image.
Your establishment could develop an impressive promotional campaign but if parents or students are led to a site they cannot make sense of, this simply adds an unnecessary hurdle in their consumer journey. Content that is confusing, difficult to navigate and misleading could all too quickly contribute to guardians or potential students being deterred from following through with submitting applications to your institution.
It’s also paramount to ensure that your website is easily accessible, maximising your online visibility through the effective integration of Search Engine Optimisation techniques into your marketing strategy. Creating relevant, frequently updated content is a great starting point and, in staying up-to-date with the intricacies, our expert team at the Lead Agency can assist your business in implementing tactics to boost your visibility.
Leverage User Generated Content
“70% of people trust online peer reviews and recommendations more than professional content”
In the education industry, leveraging user generation content can provide your current or potential students with reassurance that your establishment is authentic and trusted by others.
User generated content acts as a form of social proof, showing your target market first-hand insights into what your institution is really like. If integrated into your marketing strategy effectively, the use of such content can be a great way to build a favourable brand image and boost your overall attractiveness as an education provider.
Interested in incorporating user generated content into your marketing strategy, but not sure where to start?
It could be as simple compiling positive quotes from current or previous students regarding their personal experience at your establishment which can then be shared on your website. It’s all about giving your target market an inside look into your business, and providing them with social proof that you really are as great as you say you are.
Integrate Augmented Reality
Experiences are truly valued by consumers. In the education industry augmented reality can assist in creating an interactive, unique and personalised experience for your target market.
“Almost 90% of Snapchat users say they enjoy GeoFilters”
With an audience who are generally frequent users of digital platforms and social media, through the use of augmented reality those in the education industry have the opportunity to reach their market directly and in a relevant, exciting way.
In creating an interactive experience, augmented reality can work to boost engagement and establish a sense of community at your establishment. In particular, Snapchat GeoFilters are a cost-effective way of getting your students involved. They encourage individuals to share content related to your establishment and, essentially, generate word-of-mouth.
Although this approach is generally more student focused, it can still assist in creating a great experience that children will then want to share with their guardians. In doing this, reaching each distinct target group in a positive way.
At the Lead Agency, our experienced team can assist your establishment in marketing to the education sector. To find out more, please do not hesitate to get in contact with us.