Top 5 Practical Marketing Trends for Higher Education with Examples and AI Source Hub
Top 5 Effective Marketing Trends for Higher Education
Forty-one percent of prospective U.S. college students feel unsure about enrolling in college. A 2022 Edge Research found that prospective students may have delayed enrolling because of psychological factors such as the fear of a “too stressful” college life, among other concerns. Higher ed marketing teams have to do more than just highlight their degree programs. Students are concerned with factors such as student debt, inclusivity, and a school life without “too much pressure”. SimpsonScarborough reports that the average institution spends between $29 and $263 to enroll one student. With such a high marketing spend, your marketing strategy should be effective, actionable and give you a tangible ROI.
This article covers the top five most effective higher ed marketing trends and provides actionable tips to try out each today. Let’s dive in!
1. Invest in a Dynamic Blog
Blogging is a cost-effective way that higher education institutions can use to showcase thought leadership and increase online visibility. Blogging helps you deliver consistent messages and curve a preferred niche for your institution. You can use blogs to spotlight your programs and courses. With blogs, you can share authentic and compelling stories—and humanize your learning institutions. And, blogs can easily be repurposed for other content types in your content strategy, such as social media content, email and video scripts for better distribution.
Tips for a successful higher education blog
- Focus on valuable and informative content. Relevant content may include career prospects in specific industries, educational trends, and insights.
- Share student success stories, including real-life experiences and achievements.
- Create blogs on study tips and resources to attract students looking for effective study tips.
- Publish blogs on industry insights for various industries and sectors and how your programs are relevant and practically applicable.
- Target relevant keywords for SEO and online visibility to attract organic traffic.
- Leverage community engagement and highlight interactions on your blog. Promotions and announcements such as partnerships, scholarships, and events keep your audience informed.
Examples of successful higher education blogs
Example 1: Teachers of Tomorrow
Teachers of Tomorrow offers alternative teacher certification programs and teacher training to aspiring educators. The institution uses blogs to share education-related content and thought leadership. They also share market insights like teacher salaries for various teacher levels, education news, and changes in education policy. Having carved a niche in teacher education and certification, the Teachers of Tomorrow blog provides exhaustive information for aspiring teachers.
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Example 2: WGU
WGU is a fully online university that offers competency-based degree and certificate programs. The university runs a robust blog detailing all its degree programs, skills, and different career options students can pursue after taking their courses.
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2. Leverage Short-form Videos to Showcase Your Institution
Just like their name, short-form videos are quick and easy to consume. They are low-commitment, and someone is more likely to watch the entire video without skipping. With short-form videos, you eliminate fluff and capture even audiences with short attention spans. Short-form videos like TikTok, Instagram Reels, and YouTube Shorts help you to keep up with trends. The bite-sized videos also have the potential to become viral—and you can easily connect with younger audiences and promote your institution.
Tips for creating effective short-form marketing videos for higher education
- Focus on user-generated content, such as student influencers, for relevance with your target audience.
- Keep the videos concise and engaging—bold visuals, trendy music, interesting stories, and more to keep the viewer interested.
- Highlight campus culture, such as student experiences, to showcase your university’s personality.
- Optimize your videos for social media using appropriate hashtags, titles and descriptions.
- Add a clear call to action to encourage the viewer to take action.
- Ensure your details are captured clearly since short-form videos have the potential for virality and can be shared beyond your pages.
- You can also have a mix of short-form and longer videos to showcase key information about your institution. For instance, research shows campus tours are a key determinant of student enrolment. Videos help you showcase your institution virtually.
Examples of universities using short-form videos effectively
Example 3: University of Utah
The university has hundreds of videos on TikTok, showcasing different aspects of the university, and has garnered close to half a million likes on the platform. The university also has over 800 videos on YouTube, combining long and short-term videos.
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3. Collaborate with Influencers and Student Ambassadors
Influencer partnerships provide a unique way to reach wider audiences who may not be aware of your traditional channels. Using student ambassadors showcases authentic experiences within your university, helping you build trust and social proof. Student influencers can help you in targeted marketing campaigns and produce creative content, breathing new life into your marketing efforts.
Tips for creating the right influencer partnerships for higher education
- Clearly define your goals—e.g., boost enrollment, increase online visibility, content alignment, etc.
- Consider an influencer whose audience aligns with your target demographic. You can factor in their age, location, social media platform, academic aspirations, etc.
- For an authentic, relevant partnership, consider influencers that have a genuine connection to education, research, personal growth, and other similar college goals.
- Track and measure the success of your influencer campaigns with metrics such as website traffic, applications submitted, engagement rates, etc.
Examples of Higher Ed institutions using Influencer partnerships successfully
Influencers can drive traffic to your website, promote your social channels, and bring awareness to your institution. Here are a couple of examples:
Example 4: Example University
Example University partnered with influencers to create videos showcasing their campus life, programs, and student experiences. The influencers shared their personal journeys and showcased the benefits of attending Example University.
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Conclusion
Implementing these top five effective marketing trends for higher education can help you reach and engage with prospective students in a meaningful way. By investing in a dynamic blog, leveraging short-form videos, and collaborating with influencers and student ambassadors, you can differentiate your institution and attract the right students. Remember to focus on valuable and informative content, keep up with trends, and track the success of your marketing efforts. At AI Source Hub, we are here to support you with AI-powered digital marketing solutions tailored to the needs of higher education institutions. Contact us today to learn more or explore our other informative blog posts!
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