More than 90% of Australian higher education digital marketers believe they’re investing in and building digital elements for their institution. Statistics show that educational-led marketing is the second most common strategy that 77% of B2B marketers use to nurture leads. Market conditions are forcing universities to engage in advertising and promotion. Until yesterday, they relied on their image and the natural flow of applicants, All because the competition is actively growing and young people's ideas about quality education are changing. Many prefer to study remotely and use online educational services. Educational organizations must use the most impactful digital marketing tools to develop in this unfamiliar new environment.
There are 5 primary factors that significantly changed the educational market and the way of educational services promotion:
PR campaign aims to increase the organization's status, recognition, and prestige. These aspects are fundamental for the development of an educational institution.
First of all, we suggest paying attention to reviews. Applicants and their parents will pay attention to them when they choose educational services.
Working with reviews in education is especially difficult. Here you can't just leave a comment on a negative review with apologies and a discount on the next purchase. It is necessary to encourage students to write positive feedback. And this should be achieved not by incentives and rewards for writing reviews but by a high quality of education and interaction with students, forming a comfortable environment.
An additional advantage will be if the authors of reviews praise teachers and provide some evidence of a high level of education.
If you have several training areas, then analyze the reviews separately for each area. Prospective students look first at the reviews of the department or educational program to which they want to apply.
Native advertising is another powerful PR tool. It has a significant impact on readers. They perceive it as a regular article and treat the information less critically. It gives the impression that the educational institution is in the spotlight and discussed in the press. As a result, the status and recognition of the organization are increased. The impact is indirect. The person thinks they have made the decision themselves, which increases their loyalty in the future.
Also, an important aspect of Digital PR strategy is crisis communication. When some negative aspect of the organization's work is actively discussed in the media or on the Internet, it is necessary to respond to it. Measures must be taken to reduce the damage to reputation.
Content marketing is an educational services strategy for dealing with information. It is primarily a way to build relationships and increase brand reputation. Interesting articles draw students and their parents to the site, where they unknowingly absorb information about your organization and become more loyal to it.
Advantages of content marketing strategy for educational services:
Disadvantages of content marketing strategy for educational services:
Content marketing strategy is complicated in execution but very effective in the long term. Content marketing is especially powerful together with email marketing software.
In mailboxes, you can promote educational services with advertising. The peculiarity of banner email advertising lies in the advertising distribution model. It is shown only to users you or your employees send emails. This approach ensures maximum coverage of the target audience at a minimal cost.
In fact, email ad campaigns have changed the landscape of digital advertising strategy. They are display ads for your everyday emails. However, you don’t have to pay for the ad space within the emails your organization is sending day in and day out. In fact, a handwritten and hand-targeted email from one human to another is the most valuable type of email.
With Opensense, you can:
When combined, separate promotion channels work better because efforts are synchronized and united by a single marketing strategy. Also, different promotion channels complement each other and have a complex impact on the target audience.
For an educational organization, prestige and an impeccable reputation come first. This complex task requires working on PR promotion and building strong relationships with clients through content marketing.