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Education Marketing

From Wikipedia, the free encyclopaedia

About

Education-based marketing is the sharing of knowledge with the purpose of building trust.
It’s a different type of marketing that entails sharing of information and educational resources for one's buyers. It’s more of a way to share one's expertise to assist buyers in their decision making.
Most importantly why this works is because one can step aside from one's normal role as a seller or marketer of a company and instead act as an educational resource, one is able to meet the needs of one's buyers by providing them with useful information that they are looking for and answer the questions.
The education world is morphing into a completely new species. Its constantly changing form has affected student opinions of study and how they engage with individual institutions. In the quest for improving the education system, technology has played the most vital role in automating tasks, which were time-consuming and frustrating by eliminating paper-based processes using automated systems. Education systems are moving from software to cloud-based Enterprise resource planning (ERP) which opens new vistas to connect, collaborate and communicate through multiple channels such as cloud, web and mobile devices.
The paradigm shift in the education system is not expensive or complicated. One doesn’t need heavy IT investments in hardware or software. A basic minimum requirement is a well-equipped personal computer or laptop and a stable internet connection. Education Marketing uses an analytics-driven approach to help colleges and universities reach their targeted student audiences through search engines, mobile smartphones, text messaging, email newsletters and social media.

Why market education sector

1. High Conversion Rate
   Online educational marketing platforms receive a high conversion rate. Messaging platform like e-mail is one of the forms of digital marketing that receive a high response rate as they are personalized and institutes can reach their audience in an effective way.
   However one needs to be very specific and particular about sending emails to one's prospects. So if one's marketing doesn’t stand out and appeal in just the right way it might find its way straight from the letterbox to the bin.
   
2. Enhance Brand Awareness
   Online platform is the place where educational institute can find prospecting students. Having a digital presence and making them aware of their brand as an institute can serve their purpose of creating brand awareness. Digital marketing is the best way to generate brand awareness through social media platforms like Facebook, Twitter, Instagram, LinkedIn, etc., as they comprise a greater section of the audience. However, if the institute doesn't actively manage their social media presence, they may not see any real benefits. Also, social media is immediate and needs daily monitoring.
   
3. Cost effective
   Digital marketing is highly cost effective. Typically the medium to smaller scale institutes who want to increase their reach can make most of the digital marketing. It can yield one a greater fruit at bare minimum cost. Educational institutes can focus on a more significant audience at a low cost and still achieve greater benefits.
   Researching the appropriate marketing strategy, designing and writing the adverts, getting them published, dealing with any response, all these activities require a large investment of time. And more specifically if a time is wasted for unsuccessful campaigns, then it’s a huge disadvantage.
   
4. Digital presence
   Gone are those days when only traditional & print based marketing strategies were enough to market an institute. Today, not only education industry but all other industries also require to establish a strong digital presence. Better is the digital presence, higher are the chances of generating good quality leads. Making the necessary information available at the fingertips of the audience so that they can consider the institute as an alternative to enroll is important. Hence it is imperative for the educational institute to build a digital presence and reach their target audience effectively. This could also help them in managing online reputation.
   

Various ways of marketing Education

• Blog
• E-book
• White_paper
• Social_networking_service
• Press_release
• Interview
• Video
• PowerPoint presentation
• Ephemeral Content
• Influencer_marketing
• Content_marketing

Trends in education marketing

1. Video advertisements are far more effective
   It has been observed that about 65% of the population remembers what it sees than what it reads. Hence Video advertisements are becoming far more effective. Make the prospects happy or sad or nostalgic or angry or scared. But make them feel something. Only then, the institute will be able to linger in their minds and would be having an edge over the competitor institutes.
   
2. Personal voice assistants are revolutionizing
   Use of a personalized voice assistant or a chatbot is becoming a necessity when it comes to education marketing. It assists the prospect student in finding specific content at ease. This would help in providing better services which are extremely important in today’s scenario. While Amazon Echo and Google Home are two popular voice assistants now, it is likely that there will be many other popular voice assistants developed in the future.
   
3. Leveraging use of Influencer marketing
   Amplify the voice of recently admitted or matriculated students within the educational institute. These are the influencers that can help them in reaching out to students in a number of ways, including social media, direct mail and through event marketing. A survey found that aspirants are 30% more likely to enroll in the institute recommended by an influencer as they can relate to them and thus value their opinion more.
   
4. University websites are becoming mobile friendly
   The shift in tradition to visit content on mobile than normal desktops has prompted universities to create mobile-friendly websites. A recent survey shows that 75% of the prospects use smartphones as compared to 34% of them using desktops.
   
5. Ephemeral Content is on high
   2017 saw a rise in the popularity of what’s called “ephemeral content”. Ephemeral content is something that is short-lived, lasting for up to 24 hours before disappearing forever. Almost all the social media platforms are using this to a greater extent. Educational institutes also engage in using the ephemeral content to their benefit.
   
6. Live video continues to thrive
   Live video content made the headlines in 2017 and it follows to make a wave even in 2018. What the institutes can do is to make a list of all the tentative events and make sure that they go live at every event. It would help in reaching more audience and can improve one's brand awareness.
   
7. Universities are paying close attention to their website’s search rankings
   High search rankings increase traffic on all websites, and there are many different types of strategies that universities are implementing to increase their search rankings. This makes Search Engine Optimisation (SEO) one of the most important higher education trends for the marketing of universities.