Download - The year in higher education marketing
The Year In Higher Education Marketing:
Trends of 2013
Slide 1
The Year In Higher Education
Marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 2
1) Content continues to be king
2) Social Media’s dizzying evolution
3) Brand management with mobile-first, engaging websites
4) Innovative lead generation
5) International student recruitment
6) Analytics solutions for improved measurement
Overview
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 3
Quality content is more important than ever to engage
website viewers and increase search engine recognition
We've written about:
establishing a content culture at your school using the 70/20/10
content marketing formula
creating an efficient editorial calendar
increasing your college's visibility by developing valuable content
curation from related outside sources.
1. Content continues to be king
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 4
An effective content sharing strategy:
makes your blog the anchor of your content marketing
Special events, such as a graduation ceremony, can be
good occasions to base new content around
Promotional video content is only going to grow in
importance going into 2014
1. Content continues to be king
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 5
To truly maximize the impact of great content, strategic
promotion is necessary to spread the word throughout the
top social media platforms.
Earlier this year, we offered:
time-saving tips to streamline your college’s social media activities
Optimizing your social media strategy means understanding
how your efforts will accomplish your institution’s goals
2. Social media’s dizzying evolution
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 6
Facebook is still the dominant social network and we have
written previously about its gradual commercialization, such
as:
using the Power Editor to place ads in newsfeeds
generating engagement through your Facebook cover
This year has seen:
Google+ become impossible to ignore
LinkedIn made a splash with its university pages designed to attract
prospective students
Instagram, Twitter, Pinterest and Tumblr all made news in student
recruitment circles
2. Social media’s dizzying evolution
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 7
Sharing content through image and micro-video will become
even more prominent in 2014
As social media becomes increasingly monetized, schools
will have:
to decide whether social advertising is worth the
investment, compared to PPC and other campaigns
2. Social media’s dizzying evolution
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 8
Coming into 2013, responsive web design was the big
buzzword
As prospective students are increasingly mobile-only and
have little patience for poorly functioning websites:
most colleges and universities are at some stage of making their
sites responsive.
When moving to a mobile-first mindset, readability
regardless of device and understanding typical user
behaviour are key considerations
3. Brand management with mobile-first,
engaging website
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 9
Recognizing that today’s students have grown up constantly
connected to the internet, innovative colleges and
universities are:
integrating gamification into their lead generation activities to make
the enrolment process more entertaining
Webcasts, e-newsletters and text messaging are other
popular methods of interacting with potential and current
students
Using a drip marketing system for lead nurturing has had
proven results for some schools
4. Innovative lead generation
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 10
Leveraging technology, and longer term partnerships and
research, the pursuit of the increasingly younger
international student is getting more competitive
This year we wrote about:
optimizing your website for international student recruitment
specific strategies for recruitment: China, India and South Korea
5. International student recruitment
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 11
Advances in measurement techniques, such as Google
Analytics, have created opportunities for improving web
functionality based on data-driven results
We have strived to make this admittedly complex process
more transparent through blogs on emerging best practices
in this field
6. Analytics solutions for improved
measurement
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
The Year In Higher Education Marketing:
Trends of 2013
Slide 12
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