Boost your HEI results with the 7 best Educational Marketing trends for 2020 – WAU
Educational Marketing has evolved at an accelerated rate. To help you, we list here some of the main trends to adopt within the strategies of attracting and retaining students from your educational institution in the next year.
In a scenario of difficulties for Higher Education Institutions, the big bet is Digital Marketing as a way of bringing institutions closer to the public.
In the midst of the negative scenario, many colleges benefit from the growing popularity of distance learning courses in London.
According to Veja, Distance Learning in 2018 was the modality chosen by about 1.5 million students higher level and already represents almost a third of new entrants.
It is clear that the Education segment is not immune to Digital Transformation. Thus, it is increasingly necessary to strive to deliver value, changing traditional structures within institutions.
Having a good content production will be just one of the factors for the success of your educational institution in 2020.
Get ready to take it to the next level, following the tools and strategies of the moment.
The Omnichannel strategy is based on the interconnection of different student acquisition channels.
Strategies for attracting offline students will not be abandoned, but the 2020 target will be to strengthen the relationship between these traditional media and online funding.
In this sense, one channel should help the other in strengthening the relationship between the educational institution and students. After all, for them, the brand behind all these channels is the same and what matters is the experience as a whole.
For this, it is essential to have the service team prepared to manage various communication channels and have the teams aligned in relation to information such as registration closings, most accessed materials and other data.
Amid so many marketing tools, have a system of Business Intelligence (BI) facilitates the integration of the entire database.
This type of software compiles the data to allow the construction of reports that will assist you in analyzing the strategies for the team. It facilitates channel management and helps you measure results.
That way, decision making will be much more intelligent and assertive.
2. Video content
Video content is indispensable for distance learning courses, we all know that.
Currently, even face-to-face courses adopt online media resources to streamline student learning.
In addition, Video Marketing can be used to attract potential students, being an excellent way to persuade and engage site visitors, and help increase organic traffic.
At Content Trends – Education 2018, we found that Education Institutions consider videos to be one of the most important factors in the student acquisition process:
This digital content format includes webinars and videoposts and can be adapted for blogs, social networks and even Landing Pages.
According to Single Grain, Landing Pages with videos have the conversion potential increased by 800% times, and they make 88% of the visitors stay longer on the site.
Video content is especially relevant on social networks, due to the power of viralization and the popularity of Stories, especially among young audiences.
Thus, the videos are also useful to improve the engagement and satisfaction of current students!
It is important to remember that they will be watched and shared on the cell phone, and therefore should also be optimized for use. mobile.
3. Experience marketing
Anyone who thinks that only tangible products can be tested is wrong.
Experience marketing is also applied in Education to generate a differential and show the value of the service!
For example, experimental classes and toursacross campus can be used so that the future student gains more confidence in the Teaching Institution.
Another idea is to provide a tour virtual to present the infrastructure to future students! See the example on the Uninorte website:
And that kind of experience must be available not only when asked!
Institutions that actively use these possibilities, inviting interested parties to try what they offer, win many more students and their parents, which in many cases are responsible for the cost-benefit assessment.
That is why it is relevant to let them test the Institution’s qualities to increase confidence even before enrollment.
4. User generated content
The famous word-of-mouth is more alive than ever. After all, it is evolving to align itself with the digital landscape.
By bringing the content generated by students and alumni in creative and attractive formats, your educational institution will take advantage of recommendation marketing and combine it with new technologies that help to dynamize this strategy.
O User Generated Content (UCG) it can increase the time users spend on your site by 90%, and it also increases the chances of users returning to your page!
For example, if your educational institution already has a blog, take the time to share testimonials written by their own students to give a more realistic and reliable perspective on the quality of IE.
In addition, you can encourage the generation of content by students, creating moments and scenarios for them to share everyday experiences at the institution.
The University of California at Los Angeles, for example, promoted the hashtag #sceneatUCLA to encourage students to share photos of interesting scenarios on campus.
See below the example of the post on UCLA’s Instagram account, which mentions in the description the profile of the student who took the photo:
Also interact with your students to create a community atmosphere in the institution and make them become defenders of your brand!
5. Influencer marketing
While the importance of user-generated content has increased, users have become more discerning about who communicates the brand name.
Influencer marketing is now the big bet for many brands.
O influence have the role of share your reality as a student and at the same time improve the visibility and image of the institution, showing your personal experiences.
Thus, they can reach their followers with much more credibility and naturalness than, for example, a famous actor in an advertisement would achieve.
It is likely that your institution already has students with great power of influence on social networks.
So, try to get to know your audience better to discover these people, and encourage them to share more positive experiences within the institution!
6. Use of Chatbots
Many Educational Institutions have already started using Chatbots to streamline and scale the attendance of students interested in enrolling.
The trend is for this automated communication tool to become even more widespread, sophisticated and accepted by users next year with the development of information technologies machine learning and artificial intelligence.
Thus, it will be possible to bring the language even closer to its audience and make it as humanized as possible, in addition to being aligned with the company’s identity and the type of conversation.
Instead of the potential student having to search for a contact phone or a session on the website with frequently asked questions, he can solve your doubts instantly in the chat!
However, the use of Chatbots should not replace your Inside Sales team or student service.
In fact, they serve to help the work of these people, who can focus on the most complex part of the service, optimizing the management of time and resources within the IE.
7. New retention strategies
With the drop in enrollment of students in classroom courses, HEIs began to worry even more about keeping students already enrolled.
Since then, the teams began to be restructured to better organize the task related to strengthening the relationship with the student and improving the retention rate.
Among some of the new tactics implemented, we can mention the intelligent management of profiles on social media, which are no longer used sporadically and without any planning.
In addition, in 2020 more IEs will adopt student career development platforms to better understand students’ needs and interests and help them achieve their goals.
The idea is to make the relationship as personalized as possible and make studying at your institution make sense to your students throughout the journey.
Thus, they can direct their efforts towards the desired goal, and your educational institution can be part of building the students’ future!
After all, this is the purpose of Education.
If after knowing all these trends you still want to know even more strategies and techniques to boost the results of your IE, then also check out our material on Content Marketing and Inbound Marketing for the educational sector!