We know that higher education marketing is no different than any direct-to-consumer approach.
The current higher education landscape is the most competitive in history. With institutions adding flexible learning options, affordable programs, and certificates; prospective students have more options than ever before. Due to this flexibility, there is no longer a one-size-fits-all strategy that works. Instead, colleges and universities must engage prospective students at every step aligning creative, messaging and value propositions to meet them where they are on their journey. This is why a full-funnel approach is necessary for institutions to thrive.
From First Touchpoint to Trust-Building
We live in an attention economy. Building awareness is essential in attracting prospective students. With this awareness, institutions need to craft compelling narratives that resonate with prospective students’ aspirations, values, and needs. This is essential in building the trust needed to convert prospects into enrolled students.
It’s not enough to simply highlight academic programs or showcase degrees that align with current job market demands. Institutions must go further by considering the diverse needs of potential students.
Include messaging / targeting alignment with:
Working professional seeking flexible learning options
Affordability of degree programs & socioeconomics of prospective students
Alternative pathways beyond a traditional degree
Translating skills into the modern day program offerings
Tailoring your marketing to address these varying concerns will not only attract a wider audience but also create a deeper connection with prospective students.
Nurturing Interest
Once interest has been shown by a student, it’s crucial to tailor messaging around specific offerings that are unique to the individual. This can include information about specific programs, general guidance on next steps, guides to financial aid or follow-ups for those who haven't completed their application. Ensuring that their questions, concerns and needs are being addressed is what converts a prospective student to an enrolled student.
Changing DTC in the Edu Landscape – Direct to Student
While the journey to enrollment takes time, initial insights come from capturing leads—especially high-quality ones. By analyzing data on where leads fall short or succeed, institutions can refine their messaging and targeting strategies at the top-level touchpoints of the student journey. This approach will enhance lead quality and allow for continuous improvement as students’ progress from leads to applications and, ultimately, to enrollment, providing insights into what specifically drove each unique student to commit.
MSI can help enhance your education leads
At Marketsmith, we understand the student journey. MSI has set the stage of guiding a prospective student along the full-funnel path to increasing lead quantity, assessing quality, and ultimately achieving these leads at the most efficient cost.
We know that not all leads are equal. With the diverse paths students can take—whether pursuing certifications, online vs. hybrid learning, or undergraduate vs. graduate programs—we've tested and mastered strategies that deliver results.
While testing new initiatives is at the forefront of our minds, we're committed to fine-tuning strategies that we know are effective to continue driving efficiency. As well as, consistent review of broader business goals that ultimately support increased enrollment opportunities.
Subscribe to Our Email List!
You can expect to receive valuable content with input from thought leaders, case studies across a variety of industries, and MSI solutions.
