Executive Summary
As digital solutions continue to shrink our physical world, they create crowded market conditions where standing out is difficult. These effects are verified by the behaviour, preferences, and emerging demands of Gen Z, the first generation of digital natives.
So how do you cut through the noise and leverage digital solutions without feeling overwhelmed? As a higher ed professional, you know how hard it can be to hold the attention of prospective students. Mixed with contemporary digital demands, you have a downright difficult task. A task that can seem just out of reach with set budgets, set staff headcounts, and legacy technology to boot.
Use this guide as a tool for planning your 2024 higher ed marketing and student recruitment strategies. Each section addresses different challenges encountered along your digital journey to attract, recruit, and retain more students this year. We’re not here to tell you how to market; we’re here to provide insights and trends data for your team to consider for more efficient, effective, and ambitious plans.
1.0 Digital Marketing Overview
1.1 How is digital marketing different?
As marketers, we know the conundrum well: the goals of digital marketing often mirror offline equivalents. In practice, however, digital methods can feel like a totally different game. But is digital marketing in higher ed really that complicated? Or is it just a matter of perspective?
As an introduction, we propose that digital marketing leverages all the familiar pieces of a traditional marketing kit. Any differences lie in measurement, visibility, speed, and application. Within the context of this guide, digital marketing refers to all digital efforts undertaken by your higher ed team – from introductory drip emails to student-generated content to running digital advertising campaigns.
1.2 Common challenges to digital marketing in higher ed
Common digital challenges facing higher ed marketers and recruitment teams often stem from issues of scale and adaptability. While digital tools increase reach, they also increase amounts of data, audiences, and, as a consequence, competition.
Some common digital challenges for higher ed marketing and recruitment teams include:
– Scaling Existing Tech Resources
Higher ed marketing and recruitment teams are being asked to get more out of existing legacy tools and technology resources. They need non-intrusive supportive solutions to help avoid complicated or expensive bandaid workarounds.
– Avoiding Team Burnout
The 2020 global pandemic put unexpected strain and weight on existing digital teams and resources across all industries, including higher ed. Subsequent employee burnout levels are causing higher ed leaders to push for workplace cultural shifts.
– Gathering Valuable Data Insights
Higher ed marketers and recruiters want data insights to create informed data-driven programs. But they need the data baselines or proper collection tools to begin.
– Managing Multiple Channels
Social media. Video. Blogs. Emailers. Website copy. Paid ads. There is plenty of digital tools available for higher ed messaging. But marketing and recruitment teams need more bandwidth to cover all of them.
– Adapting to Changing Student Demands
At Edusakha, we have access to piles of student data. We know how volatile this market is, and how quickly student demands change, and how hard it can be to pivot quickly to meet them.
– Standing Out in a Crowded Competitive Market
Digital tools enable higher ed marketing and recruitment teams to expand their nets. But these tools also enable competitors to do the same. They need solutions that stand out in crowded digital markets.
– Working within Silos
The structure of a higher ed institution is not often a single linear line. They might be made up of any number of colleges, schools, faculties, and departments – each with their own distinct marketing and recruitment goals and targets. Coordinating digital efforts in this environment can be challenging.
– Fine-tuning Information Loads for Students
There is a fine line between providing students with the information they need to be successful and information overload. Higher ed institutions have just a few moments to capture a prospective student’s attention – they need to make them count.
2.0 Planning Your Digital Marketing Campaigns for 2024
2.1 Understanding Your Audience: Overview
Understanding digital audiences in today’s crowded online landscape is challenging. To effectively engage with your target audience, you need more visibility and the right digital tools. Here are four trends to consider when building a more visible digital audience for your 2024 higher ed marketing and recruitment strategy:
2.1.1. Digital Language Trends
Consistent and authentic language is vital for engaging Gen Z. Ensure your digital assets, including your website and content, reflect your brand’s personality and resonate with your target audience. Authenticity is key. Student ambassadors can play a pivotal role in developing a brand voice that connects with prospective students authentically. Data shows that giving student ambassadors creative control can significantly impact prospective students’ journeys.
2.1.2. Writing and Presenting for Search Intent
Optimizing your digital content for search engines is crucial. Modern SEO practices prioritize clear, concise, and relevant content, avoiding jargon and ambiguity. Content should be structured logically, catering to specific keywords and providing answers to common queries. Organizing content in this way enhances the user’s experience and improves your rankings on search engine results pages (SERPs).
2.1.3. Digital Branding Trends
Your digital brand is more than just colors and fonts; it’s about creating a strong emotional connection with your audience. Ensure your brand reflects your values and resonates emotionally with your prospective students. Data shows that a student’s immediate feeling when visiting your website can significantly impact their decision. Incorporate student voices into your brand by empowering student ambassadors to enhance authenticity.
2.1.4. Digital Brand Positioning Trends
Positioning your brand effectively is crucial in the competitive digital higher ed marketplace. Your current students, especially student ambassadors, can be your most potent brand advocates. Providing them with digital tools to engage with prospective students enhances your brand positioning. Authenticity, personalization, and empathy are key factors in creating a successful brand position.
2.2. Sketching Out a Digital Content Strategy for Higher Ed
Creating relevant content is vital for connecting with your audience and guiding them to predefined KPIs. In 2024, higher ed needs to blend evergreen content with real-time, conversational content to cater to different student preferences. Prospective students seek to understand not only the practical details but also the “vibe” of your institution. Encourage authentic content creation by students, faculty interviews, and group chats. Push the boundaries of your brand through content to foster authenticity and personalization.
2.3. Ensure a Digital Multichannel Mix
Gen Z integrates technology into all aspects of their lives. An omnichannel approach is essential because, according to survey data, 75% of Gen Z use more than one marketing channel to make a decision. Ensure a seamless user experience (UX) across all digital channels to maximize exposure and conversions. Student ambassadors can play a critical role in this omnichannel approach by providing authentic and trusted content. Consider incentivizing your student ambassadors, as this can benefit both parties. You can also employ freelancers to support multi-channel content delivery when internal resources are limited.
In conclusion, the digital landscape is rapidly evolving, and higher ed institutions need to adapt their strategies to engage with Gen Z effectively. By understanding language trends, optimizing content for search engines, enhancing digital branding and positioning, and utilizing a multi-channel approach with student ambassadors, you can create a successful digital marketing and recruitment strategy for 2024.
3.0 Building a Clear Digital Distribution Plan for 2024
3.1 Overview: Digital Distribution for Higher Ed in 2024
Effective digital marketing for higher education requires a well-thought-out digital distribution plan. In today’s highly competitive environment, simply creating content is not enough to attract prospective students. To ensure that your marketing materials reach your target audience, consider the following insights and trends as you build your distribution plan for 2024:
3.2 Getting Social with Your Digital Marketing
Social media platforms are ever-evolving, and as a higher ed marketer, it’s essential to adapt to these changes. The consistent premise of social media is creating digital spaces for interactions. The current trend for reaching Gen Z through social media is authenticity. Influencers, as well as your own student ambassadors, can provide unfiltered and genuine information. Engaging with platforms like TikTok, Discord, Reddit, Instagram, or Facebook through student ambassadors can help create a sense of authenticity. Social media should be about building connections and being inclusive rather than a direct sales pitch.
Given that a significant portion of users turns to platforms like TikTok and Instagram for information, you should leverage these platforms to reach your target audience. Platforms like Edusakha Community, designed for higher ed, can help you establish a strong presence.
3.3 The Role of Emailers is Changing in Higher Ed
While email is no longer the dominant method for reaching prospective students, it remains effective when personalized. Email campaigns should focus on nurturing audiences with relevant content and solutions for common pain points. Personalization is key, and email drip campaigns should provide conversational solutions over several communications, guiding recipients towards a conversion point. Look for opportunities to include calls-to-action in everyday emails, even in staff digital signatures, to boost brand recognition and engagement.
3.4 Paid Ads and Paid Social for Higher Ed
Paid digital advertising can be a game-changer when used effectively. It allows you to push content directly in front of your target audience. Paid ads require compelling and differentiating ad copy to engage your audience effectively. Privacy is a significant concern, especially with regulations like GDPR and CCPA. You must ensure that you’re compliant with these laws and transparent about data collection in your advertisements.
Focusing on high-value keyword groups and long-tail keywords specific to your offerings can
be more cost-effective and provide higher-quality leads compared to broad, high-traffic keywords. Value output should be prioritized over cost input. Know your target audience well and focus your advertising on users who are likely to be interested in your institution.
3.5 Look for Value Output Over Cost Input
Cost-effective digital advertising doesn’t necessarily mean targeting the broadest audience. It’s more about getting your ads in front of users who are highly likely to be interested in your institution. Focusing on specific, high-intent keywords can yield more qualified leads. Set a clear ad budget and stick to it to prevent overspending.
3.6 Hybrid Events Can Help You Cast a Bigger Marketing Net
Accessibility is a significant consideration in higher ed marketing. Hybrid events that combine both in-person and digital components offer prospective students the opportunity to engage regardless of their location or circumstances. Digital events platforms designed for higher ed, such as Edusakha Events, can help create engaging and informative digital sessions. They should provide opportunities for prospective students to ask questions, interact with student ambassadors, and continue the conversation post-event. The hybrid event model is becoming increasingly popular, with 86% of students indicating their preference for this approach, making it a valuable addition to your recruitment plans.
Remember that effective hybrid events are not a replacement for in-person visits, but they should offer a unique and interactive experience, gathering data insights to improve future events and maintain ongoing communication with prospective students.
4.0 How Can You Ensure Digital Marketing Success in Higher Ed?
4.1 Integrate Higher Ed Data into Every Digital Process
Collecting data, insights, and lessons throughout your digital marketing initiatives is essential. Even if a campaign doesn’t achieve all its goals, the data collected can inform future efforts. The flexibility of digital marketing allows for instant changes and updates. Data on your target audience, including their preferred social media platforms and local SEO performance, can influence future campaign planning. Always integrate data at every step of your digital marketing strategy. Set measurable goals, key performance indicators (KPIs), and consider audience segmentation to test what works best. Don’t be afraid to experiment and push boundaries to achieve new results.
4.2 Stand Out from Higher Ed Competitors with Student Ambassadors
Student-to-student conversations are highly valuable in higher ed marketing. Gen Z considers current students serving as ambassadors to be authentic sources of information. They view these student ambassadors as unbiased individuals who can provide honest answers about your school. Ensure your student ambassadors also see the value in representing your institution. Highlight the resume- and skill-building opportunities this role offers. Provide them with the necessary tools for success, but avoid excessive micromanagement. Involving incoming student ambassadors early in their journey, as Alfred University’s Maria Bentley suggests, can boost yield rates significantly.
4.3 Higher Ed Tech SaaS Solutions Are Here to Help
As a higher ed professional, your expertise lies in inspiring and guiding students. You don’t need to be an IT expert for your digital mission. Higher ed tech solutions, such as Software-as-a-Service (SaaS) platforms like Edusakha, can streamline your digital marketing efforts. These solutions are pre-built products that integrate with your existing processes.
