| August 1, 2024
The higher education domain is fiercely competitive. With shrinking conventional demographics and brimming emphasis on- career-driven courses, universities require a strategic go-to-market plan to fascinate the right students. But how do you stand out in a pool of similar institutions? Well, the answer lies in a data-driven approach that leverages the power of Digital Marketing. Prior to moving ahead and comprehending your landscape, let’s take a dip into the higher education market size.
The Indian higher education market has increased considerably to US$ 58.05 billion in 2023 and is anticipated to reach US$ 114.35 billion by 2032. Growth has been exemplary, with a CAGR of 6.4% from 2018 to 2023 and an anticipated 7.9% from 2024 to 2032.
Before diving headfirst into campaigns, a thorough digital marketing evaluation is critical. This involves:
Who are you trying to reach? In the present world, students are tech-savvy, so recognising their online behaviour, preferred platforms, and pain points is imperative.
Scrutinise your competitors’ digital presence. What are they up to? Are there gaps you can exploit?
Is your website mobile-centric and user-friendly? Does it provide precise information regarding programmes, admissions, and financial aid?
Are you active on the most hyped and right platforms? Is your content attention-grabbing?
Is it easy for prospective students to find your online presence? Is your website optimised for pertinent search terms?
Once you have a deep understanding of your digital landscape, you can build target strategies to reach your ideal students. Here is how:
Develop invaluable and informative content addressing student concerns. Think blog posts, info-graphics, and videos on topics such as choosing a major, steering the financial aid process, and career preparation.
Indulge with aspiring students on platforms such as Instagram, TikTok, and YouTube. Share student stories, campus life highlights, and faculty interviews. Partner with student influencers to reach a wider audience.
Optimise your website and its content to align with keywords relevant to learners in their searches. This would enhance your organic search rank and drive germane traffic to the website.
Run targeted ads on search engines and digital platforms to enable your offer to be visible in time to students who are actively searching for colleges and universities for their higher studies.
Have a list of potential students and email each one of them with the information regarding the forthcoming events, deadlines, and scholarships available.
Organise virtual tours of the campus and online events with the help of webinars, Q&A with faculties, and talking to current students. This way, grasping your institution is possible for the candidates from any part of the world.
Undeniably, building and executing a successful digital marketing strategy needs expertise, experience, and resources. Here’s where a Digital Marketing agency with an impeccable go-to strategy for higher education comes into the picture. These professionals can help you with:
A dedicated member of a team will work along with you to create a comprehensive go-to-market plan aligned with your enrollment goals.
A digital marketer can create high-quality content that resonates with your target audience.
A professional team can track your campaign performance, identify areas for improvement, and give valuable insights and feedback to optimise your strategy.
Steering the rapidly changing world of online marketing regulations can be intricate. A Digital Marketing agency can ensure your campaigns are compliant with data privacy laws like Family Educational Rights and Privacy Act (FERPA).
The Future of Higher Education Marketing
The higher education landscape is continuously evolving. By welcoming a data-driven approach to digital marketing, your university/ institution can efficaciously connect with prospective students and safeguard their future enrolment success. Bear in mind that in this digital age, the key is to be available where your target audience is, create content that aligns with their requirements, and construct a strong online presence mirroring the idiosyncratic value proposition of your institution.
So, are you all set to take your go-to-market strategy to the next level? A digital marketing agency like GrowthTrack can help you achieve your enrollment goals.
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