Category: Inbound marketing

  • 10 Benefits of an Online Admissions and Enrollment System

    10 Benefits of an Online Admissions and Enrollment System

    Reading Time: 8 minutes

    As a school administrator or marketer, you’re likely already familiar with the challenges of traditional admissions processes: manual paperwork, miscommunication, long timelines, and a lack of transparency. 

    Implementing an online enrollment system can revolutionize your institution’s operations. It can help you create a seamless experience for prospective students while significantly easing administrative burdens.

    At Higher Education Marketing, we’ve spent years partnering with institutions to understand their unique needs. Our Student Portal is designed specifically for education providers like you, offering an all-in-one solution to streamline admissions and enhance the student journey. 

    Let’s explore ten benefits of adopting an online admissions and enrollment system and how HEM’s Student Portal can help you transform your processes. You’ll see how much value you can add to your student experience and how a sophisticated CRM can boost enrollment.

    Simplify student management and boost recruitment efficiency!

    Transform your student portal experience. Get a FREE HEM-SP demo today.

    Understanding Online Enrollment Systems

    What does an enrollment system do? An online admissions and enrollment system is a digital platform that streamlines student recruitment, application management, and enrollment. By moving these processes online, institutions can eliminate manual paperwork, reduce processing times, and improve the overall experience for students and staff. 

    These systems typically include customizable application forms, real-time tracking, automated communication tools, and integration with other institutional systems like CRMs and financial platforms. Now, let’s get to the good part–the many benefits of enrollment system tools. 

    Want to know what our Student Portal System can do for your school? Let’s connect! 

    A Brief Overview of the Enrollment Process

    To maximize the benefits of an online admissions and enrollment system, it’s important to understand the enrollment funnel. What is the process for enrollment? It’s a framework that outlines the four key stages prospective students go through when deciding to enroll at your institution. These include awareness, interest, decision, and action. 

    Awareness is the first stage, where students become familiar with your school through marketing efforts, social media, or word-of-mouth. During this phase, you aim to make a positive impression and highlight what sets your institution apart.

    Interest follows as students actively seek more information about your programs and offerings. At this stage, providing detailed program descriptions, virtual tours, and engaging content becomes crucial to capturing their attention.

    Decision is the third stage, where students weigh their options and determine if your institution aligns with their goals. Clear application processes, transparent cost estimates, and personalized communication can help sway their decision.

    Action is the final stage, where students commit by completing their application and enrollment. An intuitive and efficient online system, like HEM’s Student Portal, ensures this final step is seamless and stress-free, setting the tone for a positive student experience.

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    Source: HEM

    1. Simplifying the Application Process

    An online admissions system allows you to simplify and accelerate the application process, providing a smoother experience for prospective students. Instead of requiring students to navigate complex paper forms or disjointed systems, you can offer them a centralized, user-friendly portal where they can complete their applications step-by-step.

    HEM’s Student Portal includes a customizable WYSIWYG (what you see is what you get) form builder, allowing you to tailor applications to your institution’s specific requirements. With options for e-signatures, document uploads, and guided prompts, your students can complete their applications quickly and confidently.

    For administrators, this streamlined process means less time spent tracking incomplete applications and more time focusing on strategic initiatives. You can view, manage, and update application statuses in real time, ensuring nothing slips through the cracks.

    Example: The key benefit of online enrollment systems regarding the student journey is convenience. Here, American Public University is the perfect example.

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    At the click of a button, students can begin their applications.

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    They are immediately led to a simple, free application form where they’ll provide vital information needed for the American Public University to determine whether admission into their program will be granted and allow them to track their journey. 

    Source: American Public University 

    2. Enhancing Recruitment Efforts

    With an online system, you can improve how you engage with prospective students from the beginning of their journey. HEM’s Student Portal integrates powerful marketing automation tools, allowing you to nurture leads with personalized communications at every stage of the admissions funnel. You can keep prospective students engaged and informed by sending timely emails, reminders, and updates, increasing their likelihood of completing enrollment.

    Furthermore, the system’s data insights enable you to identify trends in student inquiries, monitor which marketing campaigns are most effective, and adjust your strategies accordingly. This data-driven approach ensures your recruitment efforts are consistently targeted and impactful.

    Example: Once a prospect has filled out a contact form or inquired about a program, they should receive a personalized follow-up message that provides program details and prompts them to follow the next steps.

    Here, the Academy of Learning sends an automated email about its Accelerated PSW Program to a prospect who recently expressed interest. Our Student Portal integrates email and messaging services to facilitate and automate communication with prospects, a key part of the recruitment process.

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    Source: Academy of Learning | Gmail

    3. Reducing Administrative Burden

    One of the most immediate benefits of implementing an online admissions and enrollment system is the reduction in administrative workload. Manual processes can be time-consuming and prone to errors, but with an online platform like HEM’s Student Portal, you can centralize all tasks in one intuitive interface. From managing inquiries to processing payments, every step is organized and automated.

    Staff members across departments can collaborate more effectively, ensuring seamless communication and reducing duplication of efforts. The result? A more efficient admissions team with more time to focus on higher-value tasks, such as building relationships with students and refining institutional strategies.

    4. Offering Real-Time Insights

    Making informed decisions is essential in a competitive education landscape, and real-time insights from your admissions system can give you a critical advantage. HEM’s Student Portal provides robust reporting and tracking tools, giving visibility into key metrics such as completed applications, outstanding payments, and enrollment trends.

    Imagine identifying bottlenecks in your process as they happen, enabling you to resolve issues before they escalate. With this level of visibility, you can forecast enrollment numbers more accurately, allocate resources efficiently, and continuously optimize your processes.

    Example: The Student Portal allows you to create comprehensive, updated CRM reports to track enrollment data. Find out what kind of requests are being made, what desired action has been taken, and what’s next.

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    Source: HEM

    5. Improving Communication and Transparency

    A common frustration for both students and staff in traditional admissions processes is a lack of clarity. With an online system, communication becomes seamless and transparent. Students can log into their portal anytime to check their application status, access important updates, and even chat with a virtual admissions assistant for guidance.

    HEM’s Student Portal goes a step further with its integrated communication tools. From automated notifications to direct messaging capabilities, the platform ensures that every student feels supported and informed throughout their journey. This transparency fosters trust and builds a stronger connection between students and your institution.

    6. Enhancing the Student Experience

    Your admissions process is often the first interaction prospective students have with your institution, making it crucial to leave a positive impression. An online admissions and enrollment system demonstrates that your school values convenience, efficiency, and modern technology, which resonate with today’s tech-savvy students.

    HEM’s Student Portal includes features like virtual admissions assistance and a quote builder, which allows students to estimate program costs upfront. These tools empower students with the information they need to make confident decisions, enhancing their overall experience and reinforcing their trust in your institution.

    Example: The Student Portal prioritizes a seamless experience for students, guiding them from step to step, making it easy to share important files, and providing a full picture of their enrollment journey.

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    Source: HEM

    7. Facilitating Financial Planning

    Financial concerns are one of the most significant barriers prospective students face when considering enrollment. You can address these concerns head-on by incorporating tools like HEM’s quote builder and seamless payment gateway integration. The quote builder provides students and their families with transparent cost estimates for tuition and fees, enabling them to plan their finances effectively.

    The payment gateway integration simplifies the payment process, allowing students to make secure transactions directly through the portal. You can also track real-time payment statuses, ensuring that financial records are always current.

    Example: Accademia Italiana Salerno utilizes our Student Portal’s Quote Builder feature, which provides students with a close estimate of their school expenses. Your students will appreciate being able to plan when making a significant investment in their education.

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    Source: HEM

    8. Supporting Institutional Flexibility

    Every institution is unique, with its own set of requirements and processes. That’s why customization is essential in any online admissions system. HEM’s Student Portal offers a flexible framework that adapts to your needs, whether you’re managing applications for a university, language school, or K-12 provider.

    You can customize application forms, workflows, and communications to align with your institutional goals. This flexibility ensures that the system serves as a seamless extension of your team rather than a one-size-fits-all solution.

    9. Boosting Efficiency with Integrated Tools

    Efficiency is at the heart of any successful admissions process; integrated tools can make a significant difference. HEM’s Student Portal combines essential functionalities like CRM systems, marketing automation, and data analytics into one centralized platform. This integration eliminates the need for multiple disconnected systems, streamlining your operations and improving collaboration across departments.

    For example, marketing teams can use the portal to track campaign effectiveness, admissions staff can manage inquiries and applications, and financial teams can monitor payments—all within the same system. This level of integration enhances productivity and ensures that every team member has access to the information they need.

    10. Preparing for the Future

    As the education sector evolves, embracing technology is no longer optional but essential! Implementing an online admissions and enrollment system positions your institution as a forward-thinking leader ready to adapt to changing student expectations and market demands.

    HEM’s Student Portal is built with the future in mind, incorporating scalable features that grow with your institution. Whether you want to expand your programs, attract international students, or enhance your digital presence, the portal provides the tools you need to succeed.

    Why Choose HEM’s Student Portal?

    At Higher Education Marketing, we consider ourselves your partners in success. Benefit from the advantages of enrollment system technology, from simplifying application management to enhancing communication and providing real-time insights. Our platform empowers you to transform your admissions process. Request a demo today and discover how HEM’s Student Portal can help you achieve your institutional goals while creating a superior experience for students and staff.

    Simplify student management and boost recruitment efficiency!

    Transform your student portal experience. Get a FREE HEM-SP demo today.

    Frequently Asked Questions

    What does an enrollment system do?

    An online admissions and enrollment system is a digital platform that streamlines student recruitment, application management, and enrollment.

    What is the process for enrollment?

    It’s a framework that outlines the four key stages prospective students go through when deciding to enroll at your institution. These include awareness, interest, decision, and action.

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  • The Power of Student Portals

    The Power of Student Portals

    Reading Time: 10 minutes

    Think about the last time you ordered something online or streamed your favourite show. Remember how pretty seamless it was? That’s exactly what today’s students expect from their college application experience. Gen Z and Gen Alpha students have grown up in a digital world, with all its associated benefits. You have to acknowledge that they’re looking for the same smooth, user-friendly experience when they apply to schools, and this is no easy task.

    For colleges and universities, meeting these expectations isn’t just about staying current–it’s about staying relevant. This is why having a well-designed student portal is more important than ever. It is the key to a seamless admissions process–the map that charts a direct, straightforward course from the students’ first click to their first day on campus.

    Looking for an all-in-one student information and CRM solution tailored to the education sector?

    Try the HEM Student Portal!

    Why a Student Portal is Essential

    Remember the days of printing out application forms, filling them in by hand, and mailing them back? Those days are long gone, replaced by a more efficient and convenient solution. Today’s students want everything at their fingertips, and they want it to work as smoothly as their favourite apps. A recent study found that 70% of students expect their university’s online experience to match platforms like Amazon, Netflix, and Facebook. 

    That’s a high bar to meet, but it is the type of bar that a well-designed portal can scale. So what is the purpose of a student portal? A student portal is an online resource that guides students and helps them access helpful resources throughout the journey from exploring to application, enrollment, and beyond.

    As education becomes increasingly global, schools are seeing applications from all corners of the world. International students need a system that works across time zones and cultures, making the application process clear and accessible no matter where they’re from. A good student portal can meet these students at the point of their needs and help them achieve all their short and long-term goals. 

    Example: The University of London’s student portal offers a comprehensive and user-friendly interface, providing students with easy access to academic resources, course materials, and administrative services.

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    Source: University of London

    Let’s talk about some challenges schools face without a proper portal:

    Picture an admissions office drowning in paperwork, trying to match documents to applications, and manually entering data into multiple systems. Now imagine students waiting anxiously for updates, wondering if their materials were received, or trying to figure out what steps come next. The challenges are well outlined below to put things in perspective:

    • Complex Workflows: Traditional admissions often involve multiple steps that frustrate students and staff.
    • Manual Processes: Outdated methods are time-consuming and error-prone.
    • Global Competition: Institutions must attract students from diverse locations and meet high digital expectations.

    These are the kinds of headaches a good student portal eliminates. A well-designed portal tackles these issues head-on by:

    • Streamlining Workflows: Students can complete applications online, upload documents, and track their progress in real-time.
    • Enabling Mobile Optimization: A mobile-friendly design ensures accessibility anytime, anywhere.
    • Offering Personalization: Tailored communications and automated updates keep students informed and engaged.
    • Improving Efficiency: Administrators can centralize data, track applications, and reduce manual tasks.

    These solutions will help make student applications as easy as online shopping. Students can track their progress in real time and receive automatic updates and reminders. You’re giving admissions staff the tools they need to work efficiently and students, more control over how things pan out. All you need is an efficient student login system and you’ll have everything within a click.

    This brings us to the question–what is the student login system? A student login system allows students to access everything from application progress to status, academic records, courses, schedules, and campus services through their institution’s online portal, using a username and password.

    Example: The Higher Education Marketing (HEM) Student Portal is a comprehensive digital platform designed to streamline student engagement, lead nurturing, and admissions processes for educational institutions. It offers a user-friendly interface where prospective and enrolled students can access personalized information, track application statuses, and access financial aid.

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    Source: HEM

    Features That Transform the Admissions Process

    1. Simplified Application Workflow

    Gone are the days of juggling multiple systems and endless email chains. Modern student portals make applying to academic institutions as straightforward as creating a social media profile. Students can choose their program, pick their campus, and select their start date all in one place. Need to upload transcripts or recommendation letters? Just drag and drop them into the system.

    For admissions staff, this means no more shuffling between databases or wondering where a particular document ended up. Everything lives in one place, making it easy to review applications and make decisions quickly. The system even connects with other school software, thanks to the portal integrating with a CRM or SIS, so information flows smoothly and in real-time from one department to another.

    2. Automation for Efficiency

    Here’s where things get interesting. Imagine having a virtual assistant that never sleeps, sending out reminders, updating application statuses, and answering common questions automatically. That’s what automation brings to the table.

    For example, when a student submits their application, the system can automatically:

    • Send a confirmation email
    • Check for missing documents
    • Schedule follow-up reminders
    • Update the student’s status in real-time
    • Notify relevant staff members

    This is not just about saving time—though it certainly does. It is about ensuring a consistent and reliable experience for every applicant while allowing staff the resources to focus on more meaningful interactions with students.

    3. Personalized Student Journeys

    Modern portals offer innovative tools that make the application process feel more like a personal journey than a bureaucratic maze.

    The Virtual Admissions Assistant (VAA), for example, can serve as a knowledgeable and accessible resource for prospective students. It enables them to independently explore campus options, browse programs, and receive immediate responses to their inquiries at any time. The VAA functions as a personal guide throughout the admissions process.

    Then there’s the Quote Builder – a game-changer for students trying to plan their education budget. Instead of struggling with complicated fee structures, students can simply input their choices (program, campus, housing preferences) and get a clear picture of their costs. For international students especially, this transparency is invaluable. No more surprises or hidden fees – just clear, upfront information they can use to plan their future.

    Example: The Automotive Training Center, Surrey, offers prospects the opportunity to request information about their admission from a virtual admission assistant, or an admission representative.

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    Source: ATC Surrey

    4. Centralized Data Management

    One thing that students and staff love is finding everything in one place. Remember that feeling of searching through endless email threads looking for that one important document? A good portal eliminates that headache.

    For students, it means:

    • One login to access everything
    • A clear overview of their application status
    • Easy access to all their submitted documents
    • A record of all communications with the school

    For staff, it’s like having a super-organized digital filing cabinet where everything is just a click away. Whatever you need to do, from sending students a reminder to checking their application status or when they last logged in, you only need to Click.

    Example: The MyUCLA App by the University of California, Los Angeles, is a one-stop-shop student-run portal that offers everything from academic to administrative, student engagement, and financial support.

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    Source: MyUCLA

    5. Proactive Engagement and Lead Nurturing

    Online application management is an area where modern portals shine. A well-designed portal system will keep students engaged throughout the process instead of waiting for them to reach out with questions or concerns. 

    For example, The system can pick up that a student began an application but hasn’t completed it. Rather than letting that potential student slip away, it automatically sends a friendly reminder, offering help with any questions they might have. This kind of thoughtful follow-up can make the difference between a completed application and one that gets abandoned.

    Enhancing the Student Journey: A Real-World Example

    Now, let’s talk about something you’ve probably heard before. What is the student journey? The student journey begins with exploration and moves to application, admission, and enrollment. Beyond that, it involves academic learning, campus involvement, career preparation, and other experiences that shape their overall education and personal growth.

    Now that we’ve gotten that out of the way, let’s follow Sarah, a prospective student, through her application journey:

    Day 1: Sarah discovers your school’s portal and completes a quick inquiry form. Within minutes, she receives a personalized email with virtual tour links and program information tailored to her interests.

    Week 1: Using the Virtual Admission Assistant (AAA), she explores different programs and campuses. The system notices she’s particularly interested in paralegal training and automatically sends her information.

    Week 2: Sarah uses the Quote Builder to calculate her costs, including housing and tuition plans. The transparency helps her and her parents make informed decisions about financing her education.

    Week 3: Ready to apply, Sarah finds much of her application pre-filled with the information she’s already provided. She uploads her documents and can track every step of the process until acceptance and admission.

    Throughout: The system sends friendly reminders about deadlines and missing documents, keeping her on track without feeling pressured. By the time she arrives on campus, she will have experienced a streamlined, personalized admissions process that sets a positive tone for her educational journey. 

    This is what a good student portal aims to achieve. With tools like a Student Information System (SIS), a Virtual Admission Assistant (VAA), and a Quote Builder integrated into your school’s student portal, you can expect excellent results that’ll leave everyone satisfied. It will make a difference in the student’s journey, helping them make a seamless transition from inquiry to enrollment. 

    For the school involved, it’ll help reduce your workload and create enhanced tracking reporting results for better decision-making. This will ultimately increase student enrollment. 

    Example: A good SIS incorporates elements and records all aspects of a student’s journey, from recruitment to graduation. It is usually integrated into your student portal, as this example shows.

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    Source: HEM

    Tracking Success and Making Improvements

    A good portal doesn’t just make life easier for the schools that use it–it facilitates streamlined workflows for these schools, which is useful for helping them finetune and improve their admissions process. As a school looking to increase its prospects, it’ll help you know what’s working and what’s not so you can adjust as appropriate. With the right analytics tool, schools can easily track:

    • Which programs are getting the most interest
    • Where students might be getting stuck in the application process
    • How quickly staff are responding to applications
    • Which recruitment efforts are most effective
    • How international student applications compare to domestic ones

    This data provides valuable insights that schools can process to produce better outcomes. It’s a wealth of actionable information that helps schools make better decisions about where to allocate resources and refine their processes. The ultimate goal is to serve prospective students better and help them achieve their enrollment goals first.

    The Long-Term Impact of a Student Application Portal

    The benefits of a well-designed student portal extend far beyond the admissions process. Some of these benefits include:

    • Increased student satisfaction and connection with the institution upon arrival on campus
    • Increased staff efficiency, allowing them to spend less time on paperwork and more time assisting students
    • Improved institutional reputation
    • Significant cost savings due to reduced paperwork and manual processing
    • Higher enrollment rates

    Key Takeaways

    A modern student portal can make a big difference in the student journey from inquiry to enrollment. It helps schools to: 

    • Streamline Workflows: Simplify the application process for students and administrators.
    • Automate for Efficiency: Save time and reduce errors with automated tasks that produce consistent and more efficient results. 
    • Personalize the Journey: Engage students with tailored tools like VAA and Quote Builder to consistently engage and help them make well-informed decisions. 
    • Centralize Data Management: Keep all application-related information in one system to aid easy access and retrieval.
    • Proactively Engage Prospects: Use timely communication to meet students at their points of need and to increase application completion rates.
    • Optimize for Success: Leverage data insights to improve processes and track ROI for better planning now and in the future. 

    Conclusion 

    As technology continues to evolve, student portals will only become more important. A robust student portal is no longer a luxury—it’s a necessity for institutions aiming to meet the demands of today’s tech-savvy learners. The schools that succeed will be those that embrace these changes while keeping the student experience at the heart of everything they do. 

    By adopting a student portal, these schools can enhance the student experience, improve administrative efficiency, and ultimately boost enrollment rates. From the first click to the first day on campus, the journey becomes seamless, personalized, and rewarding for both students and staff.

    Looking for an all-in-one student information and CRM solution tailored to the education sector?

    Try the HEM Student Portal!

    Frequently Asked Questions

    Question: What is the purpose of a student portal? 

    Answer: A student portal is an online resource that guides students and helps them access helpful resources throughout the journey from exploring to application, enrollment and beyond.

    Question: What is the student login system? 

    Answer: A student login system allows students to access everything from application progress to status, academic records, courses, schedules, and campus services through their institution’s online portal, using a username and password.

    Question: What is the student journey? 

    Answer: The student journey begins with exploration and moves to application, admission, and enrollment. Beyond that, it involves academic learning, campus involvement, career preparation, and other experiences that shape their overall education and personal growth.

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  • A Guide to Video Marketing for Schools

    A Guide to Video Marketing for Schools

    Reading Time: 11 minutes

    With video consumption accounting for nearly 83% of global internet traffic and popular platforms like Instagram, YouTube, TikTok, and Facebook prioritizing video content, video marketing has become indispensable for educational institutions aiming to boost visibility and enrollment. 

    To stay competitive in today’s market, you’ll need to harness the potential of video advertising effectively. This comprehensive guide explores the power of video marketing for schools, the types of video content that work best for student recruitment, strategies for success, and solutions to common challenges.

    Struggling to stand out in a crowded market?

    Boost Enrollment with Engaging Short Videos

    The Power of Video Ads

    Video ads have revolutionized student recruitment strategies. With the average attention span of viewers shrinking to just eight seconds, video offers a uniquely engaging way to capture attention and convey key messages. 

    Prospective students, especially from Generation Z, respond favorably to videos that are authentic, visually appealing, and emotionally resonant. Institutions that embrace this medium can benefit in several ways.

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    Source: HEM

    Are you ready to start seeing the benefits of video marketing for schools in your strategy? Reach out to learn about our short-form video services

    The Rise of Video Content

    The prevalence of mobile devices has played a crucial role in video’s dominance. Roughly 75% of video consumption now takes place on smartphones, which means that optimizing video content for mobile viewing is no longer optional. 

    How can you ensure that your videos perform well on mobile devices? Optimize videos for vertical viewing on social media stories, reels, and TikTok where many of your prospects spend time each day. 

    Videos resonate because they combine auditory and visual stimuli, making it easier to communicate complex ideas quickly. From showcasing campus life to highlighting academic achievements, videos allow your institution to tell compelling stories that resonate with viewers on an emotional level.

    Video is also uniquely positioned to address the challenge of dwindling attention spans. Short, visually rich content quickly captures the viewer’s interest and sustains it by combining engaging visuals with concise messaging. 

    Platforms such as TikTok, with its bite-sized, highly engaging format, demonstrate the power of video to connect with younger audiences effectively. On platforms like YouTube, longer-form videos offer opportunities to dive deeper into campus life, academic programs, or institutional values.

    Engagement metrics further underscore the importance of video. Social media algorithms prioritize video content, leading to higher visibility and better engagement rates. 

    Studies consistently show that video posts receive significantly more likes, shares, and comments than static posts. This increased interaction enhances the institution’s online presence and builds a stronger connection with potential students by inviting them to engage directly with the content.

    Finally, video content creates a multisensory experience that helps prospective students visualize themselves at the institution. When students see themselves participating in activities, walking the campus, or enjoying the community, they are more likely to form an emotional connection that influences their decision-making process. 

    Example: Here, UC Berkeley shares a short, interesting interview-styled video, optimized for vertical video apps. When choosing a video format and editing your video, be sure to keep your viewer’s short attention span in mind.

    @ucberkeley What do students from around the world know about UC Berkeley? 🐻🌎 #berkeley #ucberkeley #studyabroad #bayarea #publicinterview ♬ original sound – UC Berkeley

    Source: UC Berkeley | TikTok

    Types of Video Ads for Student Recruitment

    To fully leverage video advertising, it’s important to understand the different types of videos that resonate with your audience. Each type serves a unique purpose, allowing schools to communicate effectively across various platforms.  

    Hype Promo Videos

    Hype promo videos are ideal for generating excitement around major announcements, such as launching a new program or an upcoming campus event. These high-energy videos grab attention with dynamic visuals and captivating music, making them perfect for social media platforms where scrolling speeds are fast. 

    While shorter clips work well for platforms like Instagram and TikTok, longer versions can be hosted on the institution’s website or YouTube channel to provide a more comprehensive overview.

    Example: Randolph-Macon Academy uses high-quality footage, eye-catching editing, and epic music to tell a compelling story about the student life experience they offer. Hype promo videos are an excellent avenue for visual storytelling.

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    Source: Randolph – Macon Academy | YouTube

    User-Generated Content

    User-generated content (UGC) is a game-changer for student recruitment. Content created by current students, alumni, or ambassadors exudes authenticity, which prospective students highly value. 

    Whether it’s a student documenting their day on campus or an alumnus sharing their career journey, UGC builds trust and fosters a sense of relatability. Institutions can encourage student participation by offering incentives like branded merchandise or featuring contributors prominently on official channels.

    Example: This UGC video from Cumberland College is authentic and appeals to the desires of a specific Gen-Z audience particularly as the popularity of online careers grows. Throughout your UGC campaign, be sure to focus on highlighting genuine experiences to differentiate the content from a traditional ad.

    @cumberlandcollegebc ✨ Want to give your career a boost? ✨ Our Digital Marketing diploma program will give you the chance to develop the digital skills you need to thrive in today’s business world! 👉👉 $12,000 in financial aid with the new Valued Skills Bursary available when you study online or at our Surrey campus! #DigitalMarketing #Surrey #BC #OnlineLearning #CumberlandCollege ♬ original sound – Cumberland College

    Source: Cumberland College

    DIY Video Tips

    Limited budgets should never deter institutions from producing impactful video content. If you’re wondering how to create video ads on a limited budget, look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment.

    Simple strategies like natural lighting, stabilizing the camera, and adding subtitles can elevate production quality. Starting small with test videos allows for refinement over time, paving the way for a more robust video marketing strategy.

    Example: Video marketing for schools doesn’t always have to involve highly produced footage. As long as the quality isn’t compromised, and the results are just as engaging, all you really need to get started is a modern smartphone with a decent camera and some creative ideas. Video marketing is heavily trend-driven, particularly on platforms where short-form videos are popular. For your DIY videos, do preliminary research, taking note of the trends that viewers are responding to.

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    Source: Cambridge University | YouTube

    Strategies for Effective Video Content

    Creating effective video ads requires more than just compelling visuals. Institutions must adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.

    Focus on Quality Over Quantity

    Every video should reflect the institution’s values, strengths, and mission. To ensure consistently high-quality video content, schools can implement several strategies. 

    First, create clear production guidelines that include lighting, sound, and framing recommendations. These guidelines can help amateur creators, such as students contributing user-generated content, maintain a professional standard.

    When relying on user-generated content (UGC), provide participants basic training or tip sheets on capturing footage. Encourage contributors to use stable tripods, proper lighting, and minimal background noise to enhance video clarity. Offering editing support or simple tools to enhance UGC—such as branded filters or overlays—ensures that the final product aligns with the institution’s brand identity.

    Consistency in quality also comes from pre-production planning. For example, institutions can create storyboards or scripts for key content themes, ensuring each video maintains a cohesive narrative. Review processes are equally critical; assigning a designated team or individual to review and approve content before publication allows schools to catch inconsistencies and errors early.

    Investing in scalable tools, such as video editing software or mobile apps, allows schools to polish videos before posting. Paired with these efforts, periodic feedback sessions with creators can help refine content over time. A single high-quality video can generate more engagement and drive more conversions than a series of poorly produced clips.

    Segment Videos by Topic

    Educational institutions cater to diverse audiences, each with unique interests and priorities. By creating topic-specific videos, schools can address these varying needs effectively. For instance, one video might highlight academic programs, while another focuses on student life or campus facilities. 

    This segmentation ensures prospective students receive information tailored to their interests, enhancing engagement and encouraging further exploration.

    Example: Organize your videos into playlists to make it easier for viewers to find what they’re looking for as the University of Toronto did on their YouTube page in the image below.

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    Source: University of Toronto

    Showcase Real Success Stories

    Nothing resonates more deeply than genuine success stories. Featuring interviews with current students, alumni, or faculty members allows institutions to highlight real-world outcomes and the impact of their programs. 

    These narratives provide relatable insights that prospective students can envision for themselves, making the institution’s offerings more tangible and aspirational.

    To create compelling success story videos, schools should start by identifying standout students or alumni whose journeys reflect the institution’s values and strengths. 

    Conduct interviews in visually appealing settings, such as iconic campus locations, to give viewers a sense of place. Incorporate diverse voices and experiences to ensure the stories resonate with a wide audience.

    Actionable strategies include integrating authentic visuals, such as clips of the featured individual participating in classes, engaging in extracurricular activities, or achieving milestones in their careers. Pair these visuals with concise, heartfelt narratives that emphasize personal growth and accomplishments.

    For consistency and quality, schools can create a structured framework for storytelling. This might include opening with a brief introduction, highlighting the challenges or goals the individual faced, and concluding with their achievements and future aspirations. Encourage participants to speak naturally, as unscripted moments often feel more genuine and relatable.

    Additionally, amplify the impact of these stories by embedding them into broader marketing campaigns. Share snippets on social media, include them in email outreach, or feature them prominently on the institution’s website. This multi-channel approach ensures that success stories reach prospective students at various touchpoints, enhancing their overall effectiveness.

    Boost Engagement with CTAs

    Every video should include a clear and compelling Call-To-Action (CTA). CTAs are the bridge between engagement and action, guiding viewers to take the next step in their journey with the institution. To craft effective CTAs, schools should focus on clarity and relevance. For instance, a video showcasing campus life might end with an invitation to “Book a Campus Tour,” while a testimonial video could encourage viewers to “Apply Today and Start Your Journey.”

    The placement and timing of CTAs are equally important. CTAs placed at the end of a video often drive action most effectively, as viewers are already immersed in the content. However, mid-video CTAs can also be used strategically in longer videos to re-engage audiences who may drop off before the end. Interactive elements like clickable links or embedded forms can make CTAs even more effective by reducing friction for viewers.

    Customization of CTAs based on the platform is another key strategy. On YouTube, a CTA might take the form of a video overlay or end screen, while Instagram could use stickers or swipe-up features. These platform-specific approaches ensure that the CTA feels natural and intuitive to the viewer.

    Finally, measuring the success of CTAs is critical. Schools can track metrics such as click-through rates, conversions, and engagement to refine their approach over time. A/B testing different CTA phrasing or formats can also provide valuable insights into what resonates most with prospective students. With these strategies in place, CTAs can transform passive viewership into active interest and tangible results.

    Overcoming Challenges in Video Marketing

    Despite its benefits, video marketing comes with its own set of challenges. Educational institutions must address these hurdles to maximize the impact of their campaigns.

    Privacy and Legal Compliance

    Privacy concerns are paramount when creating promotional content involving students. Institutions should implement consent forms and adhere to relevant regulations to ensure that all video materials comply with legal requirements. Transparency in this process not only safeguards the institution but also builds trust with stakeholders.

    Maintaining Brand Cohesion

    Consistency is key to building a strong brand identity. To achieve this, schools should develop a brand style guide that outlines visual and messaging standards for all video content. This ensures that every video aligns with the institution’s overall branding, reinforcing recognition and credibility.

    Generating Fresh Content

    Keeping content fresh and engaging can be a challenge, especially for institutions with limited resources. One solution is to develop themes or “content buckets,” such as academic achievements, campus events, or faculty highlights. This approach provides a structured framework for content creation, making it easier to maintain a steady flow of new material.

    Leveraging Stock Footage

    For institutions with constrained budgets, stock footage offers a cost-effective alternative to original video production. By customizing stock footage with branded elements like logos or text overlays, schools can create visually appealing content that feels authentic and aligned with their messaging.

    Enhancing Impact with Professional Elements

    While authenticity is critical, incorporating professional touches can elevate video quality and make content more impactful. Techniques like using green screens, investing in studio settings, and optimizing videos for mobile viewing can significantly enhance production value. 

    Additionally, tailoring content for specific platforms—such as LinkedIn for professional audiences or Instagram for visual storytelling—ensures maximum reach and engagement.

    Building Trust Through Authenticity

    Authenticity is the cornerstone of effective video marketing. Overly polished advertisements can sometimes feel impersonal, while genuine, unscripted content fosters emotional connections. 

    Videos that highlight real student experiences, showcase unfiltered moments, or provide behind-the-scenes glimpses into campus life resonate deeply with prospective students, making them more likely to consider the institution.

    Cost-Effectiveness and ROI

    Video marketing doesn’t have to break the bank. User-generated content, in particular, offers a highly cost-effective way to create engaging videos. Encouraging students and alumni to contribute content not only reduces production costs but also enhances relatability. 

    When paired with strong CTAs, video ads often outperform other formats in generating conversions, making them a high-ROI investment for student recruitment campaigns.

    Example: Pictured below are the average conversion rates of various traffic sources. Second only to organic traffic (referring to visitors that complete a desired action after finding your institution through unpaid search results), video marketing boasts a high 4.8% conversion rate making it a worthy investment.

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    Source: Business Dasher

    In review, what are the best video marketing strategies for schools? Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience. 

    This includes focusing on quality over quantity by creating visually appealing and professional videos that reflect the institution’s values. Schools should also segment their video content by topic to cater to the diverse interests of their prospective students, ensuring each video delivers targeted and relevant information.

    Leveraging real success stories is another impactful strategy, as these narratives provide relatable and aspirational insights. Institutions should also craft clear and engaging calls-to-action (CTAs) that guide viewers toward the desired next steps, such as applying or signing up for a campus tour. 

    Ensuring consistency in quality, brand cohesion, and authenticity while addressing privacy concerns and optimizing for platform-specific formats will further enhance the effectiveness of video ads. By combining these strategies, you can create videos that capture attention and drive meaningful engagement and conversions.

    Video ads are transforming digital marketing strategies for schools. Embracing this powerful medium can significantly amplify your reach, foster emotional connections, and drive enrollment. From leveraging user-generated content to creating high-quality promotional videos, the strategies outlined in this guide provide a roadmap for success. 

    Don’t get left behind as marketing trends evolve. Institutions that prioritize video marketing will be better positioned to connect with the next generation of students and thrive in an increasingly competitive landscape. The time to invest in video ads is now and we can help you get started.

    Struggling to stand out in a crowded market?

    Boost Enrollment with Engaging Short Videos

    Frequently Asked Questions

    Question: How to create video ads on a limited budget?

    Answer: Look no further than a modern smartphone. Capable of capturing high-quality footage, you can create professional-looking videos without expensive equipment. Simple strategies like using natural lighting, stabilizing the camera, and adding subtitles can elevate production quality.

    Question: What are the best video marketing strategies for schools?

    Answer: Creating effective video ads requires you to go beyond compelling visuals. Schools need to adopt a strategic approach to ensure their content aligns with their goals and resonates with their target audience.



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  • Leverage Student Ambassadors and UGC in Education Marketing

    Leverage Student Ambassadors and UGC in Education Marketing

    Reading Time: 11 minutes

    Authenticity has become a cornerstone of successful education marketing campaigns. Nothing speaks louder to prospective students than real experiences shared by current students. That’s why we recommend the combined use of two powerful tools: student ambassador programs and user-generated content (UGC). 

    These strategies harness the voices of your students to create compelling, authentic narratives that resonate. In this blog, we’ll explore the enrollment-boosting potential of student ambassadors and UGC for education marketing, the benefits they offer, and actionable steps to integrate them into your strategy. Let’s get started!

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Understanding the Role of a Student Ambassador

    What is a student ambassador? A student ambassador is a current student who represents your institution in various capacities, from marketing and recruitment to campus events. These individuals are typically chosen for their enthusiasm, communication skills, and ability to connect with diverse audiences. 

    What do student ambassadors do? As the face of your school, student ambassadors embody its culture and values, offering prospective students and their families an authentic glimpse into campus life. 

    The roles of student ambassadors are varied. They may host campus tours, participate in Q&A sessions during open houses, or even create content for your social media platforms. By sharing their personal experiences, they help humanize your institution, breaking down barriers and building trust.

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    Source: University of Waterloo

    Example: On its website, the University of Waterloo has a dedicated page for members of its community who are interested in its student ambassador program. This page details the role of a student ambassador, the requirements for candidates, their workload, and compensation. When you launch your student ambassador program, use site content to provide vital information to potential candidates and the students they’ll support in their roles. Use social media to keep your audience updated on the application process and involve student ambassadors in content creation to establish a relationship between them and the rest of your student body. 

    Reach out for help implementing effective enrollment-boosting digital marketing strategies! 

    What Is User-Generated Content (UGC)?

    User-generated content (UGC) refers to any content created by your students, alumni, or even staff, rather than your marketing team. This can include photos, videos, testimonials, social media posts, or blogs that showcase their authentic experiences. Unlike polished advertising campaigns, UGC is often raw and unfiltered, making it highly relatable and trustworthy.

    Now that audiences are bombarded with promotional material, UGC stands out. It delivers a level of authenticity that professionally crafted content simply cannot replicate. For prospective students, seeing someone “just like them” thriving at your institution can be the deciding factor in their enrollment journey.

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    Source: University of Oxford | TikTok

    Example: Take a look at the comments on this TikTok video. The bottom one shows how many prospective students are turning to current students for advice and insights into their journey with your institution. This “day in the life” video from a University of Oxford student offers a glimpse into campus life from a personal perspective. Videos shared on a student’s personal page often feel more genuine since they don’t come across as promotional content.

    That’s not to say your school shouldn’t engage with these posts! Use hashtags, like #universityofoxford, to find UGC created by your community and reshare it on your school’s profile. To encourage more of this content, promote specific hashtags and even run contests or challenges to inspire creativity and engagement.

    The Benefits of Student Ambassadors and UGC

    Though their methodology is different, both student ambassador programs and UGC help to tell your school’s unique story authentically.

    These methods are particularly effective at humanizing your school’s brand. Discover some more of the unique benefits you can see when you combine these strategies correctly.

    • Authenticity and Trust: Both student ambassadors and UGC provide unfiltered insights into your institution. Prospective students are more likely to trust the words of a peer than a marketing brochure. When real students share their stories, it creates a sense of transparency and trust.
    • Increased Engagement: Content created by student ambassadors and peers often performs better on social media platforms. Audiences are more likely to engage with posts that feel genuine and relatable. This increased engagement can translate to higher visibility for your institution.
    • Cost-Effectiveness: Leveraging the voices of your students can reduce the need for extensive advertising budgets. While there may be costs associated with training or compensating ambassadors, the return on investment through increased applications and enrollment often outweighs the initial expenditure.
    • Community Building: By involving students in your marketing efforts, you foster a sense of pride and belonging. Ambassadors feel more connected to your institution, and their enthusiasm is infectious, positively influencing both their peers and prospective students.

    How to Build a Successful Student Ambassador Program

    Building a student ambassador program involves creating a structured initiative that aligns with your school’s marketing goals and fosters authentic engagement. A successful program requires careful planning, clear objectives, and ongoing support to empower ambassadors as true representatives of your institution. Here, we’ll walk you through the essential steps to design and implement a program that connects with prospective students and amplifies your school’s story.

    Define Clear Objectives

    Clear objectives are the cornerstone of a student ambassador program, aligning with your marketing goals and guiding ambassadors toward success. Start by clearly outlining the program’s purpose. For example, increasing applications, enhancing campus tour experiences, or boosting social media engagement. 

    This clarity of intent should be paired with measurable goals, to help ambassadors understand what success looks like. Measurable goals could be increasing tour attendance by 20% or generating a set number of social media posts each month 

    Tailor these objectives to match the unique strengths of each ambassador, assigning roles that play to their talents, such as public speaking for campus tours or storytelling for blog posts and videos. Providing a clear role description that details their responsibilities, tasks, and time commitments is equally critical to avoid confusion and set expectations. 

    To foster motivation, explain the “why” behind their tasks, helping them see how their efforts impact prospective students, build trust in the institution, and contribute to enrollment goals. Regular check-ins or feedback sessions can also ensure ambassadors stay on track, allowing for adjustments and maintaining engagement. With clearly defined objectives and the right support, ambassadors can confidently represent your institution and drive meaningful results.

    Recruit the Right Ambassadors

    Select ambassadors who reflect the diversity and values of your institution. Look for individuals who are enthusiastic, articulate, and comfortable sharing their experiences. Peer recommendations, faculty referrals, and application processes can help identify the best candidates.

    Foster Collaboration

    Facilitate collaboration between ambassadors and your marketing team. Regular meetings can help align their content with your broader campaigns while maintaining authenticity. Ambassadors should feel supported but not micromanaged.

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    Source: University of Windsor

    Example: The University of Windsor demonstrates trust in its student ambassadors with a unique feature on its website. It allows current and prospective students to select an ambassador to chat with for answers to their school-related questions. To replicate this success, implement a comprehensive training program to ensure consistency and quality. Clear expectations enable your ambassadors to take on key responsibilities confidently, delivering a strong return on your investment.

    Provide Comprehensive Training

    • Familiarize Ambassadors with Your Institution’s Key Messaging and Values
      Begin by familiarizing ambassadors with your institution’s key messaging and values. This includes providing them with a clear understanding of your school’s mission, vision, and what sets it apart from competitors. Equip them with talking points about academics, extracurricular offerings, campus facilities, and student life, ensuring consistency in how they communicate your brand. Role-playing exercises can be particularly effective here, helping ambassadors practice delivering messages in a variety of scenarios, such as open houses, campus tours, or online Q&A sessions.
    • Train Ambassadors on Social Media Best Practices
      Training should also include social media best practices, especially if ambassadors are creating content for your platforms. Teach them how to craft posts that are engaging and aligned with your school’s tone and style. Provide guidelines on appropriate language, photo and video quality, and compliance with privacy policies.
    • Develop Public Speaking Skills
      Since many ambassadors will engage with prospective students and families in person, public speaking training is invaluable. Help them refine their communication skills with workshops that focus on clarity, confidence, and storytelling. Encourage them to share personal anecdotes about their experiences at your school, as these authentic stories are often the most memorable. Practice sessions with constructive feedback can significantly boost their comfort in delivering presentations or handling impromptu questions.
    • Build Soft Skills for Diverse Audiences
      Effective training also involves building soft skills like empathy, adaptability, and cultural awareness, especially for ambassadors interacting with diverse audiences. 

    Include scenarios that challenge them to navigate different cultural perspectives or address sensitive questions tactfully. By fostering these skills, you ensure ambassadors can create welcoming and inclusive experiences for prospective students and their families.

    • Incorporate Interactive Training Methods
      To make training engaging and practical, use a mix of interactive methods such as role-playing, group discussions, and hands-on activities. Incorporate real-world examples and success stories from past ambassadors to inspire new recruits and show them what’s possible. Providing a training manual or digital resource hub can also serve as a handy reference for ambassadors as they grow into their roles.
    • Provide Ongoing Support and Refreshers
      Finally, ongoing support and refreshers are critical. Schedule periodic check-ins to provide additional guidance, address challenges, and celebrate successes. The more prepared they are, the more effectively they’ll represent your school.

    Empower Ambassadors to Create

    Empowering student ambassadors to create their own content is one of the most effective ways to showcase the authentic, lived experiences that resonate with prospective students. By trusting ambassadors with creative freedom, you enable them to craft content that feels genuine and relatable—qualities that polished marketing campaigns often struggle to replicate.

    Start by encouraging ambassadors to focus on their personal experiences and unique perspectives. Heartfelt testimonials are another powerful form of content. Whether it’s a written story, a video, or a social media post, ambassadors sharing their personal journeys—why they chose your school, how it’s impacted their lives, and what they’ve learned—can create an emotional connection with viewers. 

    To provide inspiration and structure, consider giving student ambassadors a content calendar – a detailed content plan that outlines the where, what, and when of your posts. Highlighting diverse voices within your ambassador team ensures a broad range of experiences and perspectives are represented, appealing to a wider audience.

    Celebrate Their Contributions

    Recognize and reward your ambassadors for their efforts. This can range from financial compensation to exclusive perks like access to networking events or career development opportunities. Publicly celebrating their work reinforces their value and motivates others to get involved.

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    Source: New York University

    Example: Here, New York University’s School of Global Public Health welcomes a new student ambassador, celebrating her accomplishments in the field, describing her role in the NYU community, and directing the audience to her student blog post. In addition to monetary rewards, student ambassadors appreciate public acknowledgments of their contributions. 

    Measure Success

    Track the impact of your ambassador program using metrics such as social media engagement, website traffic, and application rates. Use this data to refine your approach, ensuring continuous improvement.

    Incorporating UGC into Your Marketing Strategy

    A UGC marketing campaign can be a goldmine for schools looking to leverage their communities to tell their story. By encouraging students to share their experiences, you tap into a wealth of relatable and engaging material that resonates with prospective students. Let’s explore how to integrate UGC into your marketing strategy for maximum impact.

    Create Opportunities for UGC

    Encourage your students to share their experiences by hosting contests, themed hashtag campaigns, or student takeovers on social media. The more accessible you make the process, the more likely students are to participate.

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    Source: Caleontwins | TikTok

    Example: Here, Humber College has paid well-known influencers to promote a contest called Humber Bring It. The aim was to showcase all the unique skills students brought to their community. In their video, the Caleon twins shared all the essential details of the contest such as the deadline, prizes for winners (a 5000 dollar tuition credit or a laptop), and the hashtag that each contestant should use. Contests like this are the perfect way to create a UGC buzz around your institution. 

    Showcase UGC Across Platforms

    To maximize the impact of user-generated content (UGC), feature it prominently across your marketing platforms. Incorporate student stories, photos, and videos on your website’s homepage, within program pages, and in blog posts to provide a genuine glimpse into campus life. Social media channels are another natural home for UGC, where they can drive engagement and create relatable touchpoints with prospective students. Consider integrating this content into admissions brochures, emails, and campus tour presentations to ensure consistent messaging.

    Before sharing any UGC, prioritize student consent. Always seek permission from contributors, clearly explaining where and how their content will be used. Providing written guidelines and gaining explicit agreement ensures transparency and builds trust. By celebrating your students’ experiences respectfully and prominently, you showcase your school’s vibrant community and also create a foundation of authenticity and ethical storytelling that resonates with your audience.

    Maintain Quality Control

    While UGC is inherently less polished, maintaining a level of quality ensures it aligns with your institution’s values and messaging. Begin by establishing clear guidelines for students contributing content. 

    These guidelines should outline your school’s tone, branding, and expectations for appropriateness, while still encouraging creativity and individuality. For example, provide tips on photography and video basics, such as lighting and framing, to enhance visual appeal without compromising authenticity.

    Review content before publication to ensure it represents your school positively. This doesn’t mean heavily editing or sanitizing the material—rather, it’s about ensuring the content reflects your institution’s culture, is free of inappropriate language or imagery, and avoids unintentional misrepresentation.

    Offering feedback to students can also be a valuable learning experience, helping them refine their work while staying true to their voice. By balancing authenticity with quality, you showcase the best of your community in a way that’s both relatable and professional.

    Engage with UGC Creators

    Show appreciation for students who contribute content by engaging with their posts, sharing their work, or even spotlighting them in dedicated campaigns. This not only boosts their morale but also encourages others to participate.

    Use UGC to Tell Stories

    Go beyond individual posts by weaving UGC into cohesive narratives. For example, compile videos and testimonials into a series showcasing different aspects of campus life. Storytelling adds depth and emotional resonance to your campaigns.

    Bringing It All Together

    Student ambassador programs and UGC are avenues for building authentic connections with your audience. By leveraging the voices of your students, you showcase your institution’s unique story in a way that resonates deeply with prospective students and their families.

    At Higher Education Marketing, we specialize in helping schools like yours unlock the potential of these strategies and many others. Whether you’re just starting or looking to refine your approach, our expertise ensures your campaigns drive meaningful engagement and results.

    Your students are your greatest storytellers. Let their voices elevate your brand and inspire the next generation to join your community.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Frequently Asked Questions 

    What is a student ambassador? 

    A student ambassador is a current student who represents your institution in various capacities, from marketing and recruitment to campus events.

    What do student ambassadors do? 

    As the face of your school, student ambassadors embody its culture and values, offering prospective students and their families an authentic glimpse into campus life.

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  • How to Recruit Students Online: 10 Effective Strategies

    How to Recruit Students Online: 10 Effective Strategies

    Reading Time: 13 minutes

    Now more than ever, knowing how to recruit students online is essential for success. In 2025, brochures and campus visits alone are no longer enough. A successful student recruitment plan requires a blend of innovative digital tools, personalized engagement, and a deep understanding of student behavior.

    At Higher Education Marketing, we’ve spent years refining our approach to online student recruitment, and we’re excited to share ten proven strategies that can take your recruitment efforts from awareness to enrollment this year. Keep reading for a deeper understanding of the enrollment process, actionable tips on recruiting students online, and access to our student recruitment resources.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Understanding the Enrollment and Decision-Making Process

    The journey from awareness to enrollment as illustrated by the enrollment funnel is complex, often involving multiple stages of research, evaluation, and emotional investment. For prospective students and their families, choosing a school is a decision that balances academic aspirations, career goals, financial considerations, and personal preferences. 

    Understanding this process is essential for creating a recruitment strategy that aligns with their needs and motivations.

    Stage 1: Awareness

    At the beginning of the journey, students and their families are typically exploring broad options. They may be influenced by online advertisements, social media content, or recommendations. During this phase, your goal as a school is to make a positive first impression and provide easily accessible, engaging content. Students are looking for reasons to consider your institution, such as program variety, campus culture, or career outcomes. For families, financial feasibility and safety often rank high as priorities.

    A strong online presence is crucial here, including a well-optimized website with clear messaging, visually appealing social media accounts, and engaging videos that spark curiosity. For instance, showcasing testimonials from students with similar backgrounds or aspirations can help prospective students visualize themselves as part of your community.

    Stage 2: Consideration 

    Once students identify potential schools, they begin in-depth research. At this stage, they often turn to your website, virtual campus tours, and program details, comparing your institution to others. Families may analyze cost, scholarship opportunities, and academic flexibility, while students might focus on extracurricular activities, study-abroad opportunities, and campus life.

    To meet these needs, your content should highlight differentiators, such as unique programs, industry partnerships, or alumni success stories. Transparent communication is key—clearly outlining tuition fees, application requirements, and scholarship opportunities builds trust. Including testimonials from alumni and current students in similar fields can help students and families see the real-world value of your programs.

    Stage 3: Decision 

    When students are ready to make their final decision, the process becomes personal. Students and families are likely reaching out for additional information, attending virtual or in-person events, and engaging with admissions counselors. They want answers to specific questions, such as “What internships are available in this program?” or “What percentage of graduates find jobs in their field within six months?”

    Personalized follow-ups play a crucial role in this stage. Schools that demonstrate a genuine interest in the student’s goals and address family concerns are more likely to earn their trust. Hosting webinars with faculty and student panels can also provide authentic insights that make prospective students feel more connected to your institution.

    Stage 4: Enrollment

    After narrowing down their options, students proceed with the application process. For many, this stage can feel overwhelming, particularly if they’re applying to multiple schools or navigating complicated requirements. Families, on the other hand, may focus on evaluating financial aid packages and understanding the return on investment.

    Streamlining the application process is critical here. Ensure that your application portal is user-friendly, deadlines are clearly communicated, and the required documents are easy to upload. Offering guidance through a dedicated admissions counselor or chatbot can alleviate stress and improve the overall experience. Schools that simplify this process often see higher application completion rates.

    After submitting applications, the waiting period begins. At this stage, communication should remain active. Personalized acceptance letters, invitations to exclusive admitted-student events, or detailed guides on the next steps can keep students and their families engaged while reinforcing their decision to enroll.

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    Source: HEM

    Need support in your school’s online student recruitment efforts? Reach out to learn more about our services! 

    How to Recruit Students Online 

    Want to explore how to recruit students online in more detail? The answer lies in combining data-driven insights, engaging content, and personalized communication to guide students through their enrollment journey as discussed above. From leveraging SEO and social media ads to creating interactive virtual tours and using chatbots for instant support, online student recruitment requires a multi-faceted approach that captures attention, builds trust, and inspires action. In the sections that follow, we’ll discuss ten proven strategies that can help you move prospective students seamlessly from awareness to enrollment. Let’s get started! 

    1. Start With Data-Driven Audience Insights

    The foundation of any successful recruitment strategy is understanding your target audience. Relying on broad demographics is no longer enough. Why is that? Today’s students expect hyper-personalized messaging at each level of the enrollment funnel. 

    Tools like Google Analytics, CRM systems, and social media insights provide invaluable data on prospective students’ preferences, online behavior, and decision-making patterns. The information you glean from your detailed demographic research will help you make informed campaign decisions.

    Behavioral information such as the length of each session, the devices used, bounce rates, and session attribution provides insight into how people are engaging with your site, when and why they may lose interest, and whether your site is optimized for desired actions such as filling out contact forms or subscribing to newsletters. If you’re looking to revamp your school’s online recruitment efforts, the use of data analytics tools is an excellent way to start planning.  

    2. Invest in Search Engine Optimization (SEO)

    Visibility is key in the awareness phase, and SEO ensures your school appears where prospective students are searching. Optimizing your website and blog content for high-ranking keywords can drive organic traffic from search engines. Long-tail keywords tend to be the most effective. 

    Long-tail keywords are highly specific search terms that prospective students use when looking for educational opportunities. These phrases, such as “best online MBA programs for working professionals” or “affordable graphic design diploma in Vancouver,” often reflect a searcher’s intent more clearly than generic keywords. 

    For schools, targeting long-tail keywords can drive qualified traffic to your website by connecting with students who are already in the decision-making phase. Unlike broader keywords, long-tail terms face less competition, making ranking higher in search engine results easier.

    To effectively use long-tail keywords, start with thorough keyword research. Tools like Google Keyword Planner, SEMrush, or AnswerThePublic can uncover phrases students frequently search for. Analyze internal data, such as search terms used on your site, or interview current students to understand how they found your programs. 

    Pay close attention to questions students ask during open houses or information sessions—these often provide insight into potential long-tail keywords. Incorporating these terms naturally into blog posts, program pages, and FAQs can help your school align with the needs of prospective students, driving meaningful engagement and boosting enrollment. Additionally, focusing on local SEO—like “business schools in New York”—can capture the attention of students looking for programs within a specific region.

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    Source: Google | Matthew’s Hall

    Example: If you want to maximize the effects of local SEO, you need a Google My Business account like the one pictured above. Prospects looking for schools in a particular geographic location are more likely to come across your school’s profile which reveals all the information they need to get in contact with you and even visit you in person. A Google My Business account also provides an official first impression of your school

    3. Leverage Social Media Ads with Predictive Targeting

    How does predictive targeting work on social media? By leveraging advanced algorithms, platforms like Facebook, Instagram, and TikTok analyze user behavior and identify prospective students who are most likely to engage with your content or apply to your programs. 

    This approach not only increases the precision of your campaigns but also optimizes your marketing budget by focusing on high-intent audiences. Schools can use predictive targeting to showcase program-specific ads to users who have expressed interest in similar fields, ensuring a personalized and relevant experience. 

    For instance, promoting STEM programs to students who frequently engage with tech or science content creates a stronger connection and improves conversion rates. Predictive targeting helps schools reach the right students at the right time, making it a highly effective strategy for boosting enrollment outcomes.

    4. Develop Interactive Virtual Campus Tours

    While in-person visits are valuable, virtual campus tours have become indispensable for reaching international and out-of-state students. These tours should be interactive, incorporating 360-degree views of classrooms, dorms, and recreational facilities. 

    You can go a step further by integrating live Q&A sessions with student ambassadors or faculty during the tours. This provides a personalized touch and provides the opportunity to share valuable information and address concerns or barriers to enrollment.

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    Source: University of Toronto | Virtual Campus Tours

    Example: The University of Toronto provides detailed, user-friendly virtual tours complete with a menu, high-quality 360-degree imagery, clear audio guidance, and valuable information about student life and available on-campus learning resources.

    5. Create Engaging Video Content Across Platforms

    Video content continues to dominate online engagement. For this reason, schools that prioritize video marketing see higher application rates, as videos create emotional connections with prospective students. From testimonials and alumni success stories to faculty introductions and campus events, video content humanizes your institution. 

    Platforms like YouTube, Instagram, TikTok, and LinkedIn offer dynamic opportunities for schools to showcase their programs, campus life, and success stories in ways that resonate deeply with their audience. Videos can humanize your institution, create a sense of community, and provide visual storytelling that goes beyond text and images.

    To start, consider the wide variety of video formats available and how each can serve a specific purpose. Short, attention-grabbing reels or TikTok videos are perfect for introducing prospective students to your campus culture or highlighting unique aspects of a program. For example, a day-in-the-life video of a current student studying abroad, participating in research, or preparing for a career in their field can inspire viewers to imagine themselves in similar roles. 

    Longer-form content, such as YouTube campus tours, faculty interviews, or alumni success stories, allows you to dive deeper into the value of your school and its offerings. Interactive live video events are a powerful tool for real-time engagement. Hosting live Q&A sessions with admissions counselors, students, or alumni provides an authentic look at your institution and builds trust with prospective students.

    Leverage platform-specific trends like TikTok’s creative, relatable content to showcase your programs and connect with current student interests. Participating in viral challenges or trending audio can make your school approachable and relevant.

    Optimize video formats for each platform—vertical for Instagram Reels and TikTok, horizontal for YouTube and Facebook—and include captions for accessibility. Focus on storytelling by highlighting the journeys of students, faculty expertise, and alumni success to create compelling, relatable content.

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    Source: TikTok | University of Manchester

    Example: Here, the University of Manchester shares authentic, student-generated content that viewers will be able to relate to. This tends to be the most effective video format for fostering community among your student body and deepening your relationships with new leads.

    6. Use Chatbots for Instant Engagement

    Students today expect instant answers, and chatbots provide a seamless way to meet that demand. AI-powered chatbots can handle common inquiries about admissions deadlines, program details, and financial aid, freeing up your staff for more personalized interactions.

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    Source: Excel Career College

    Example: Here, Excel Career College provides an instant chatbot option for site visitors. The tool asks questions to categorize each interaction, determining what information and resources to share with the user. Chatbots help streamline the enrollment process, particularly at the awareness stage, by providing a convenient way for important questions to be answered. 

    7. Build a Strong Presence on Review Platforms

    Prospective students and their families often rely on online reviews to make decisions. Platforms like Google Reviews and specialized education sites are vital in this regard. Proactively managing your online reputation by encouraging current students and alumni to leave positive reviews can enhance trust and credibility. How can you build a strong public reputation? 

    To start, addressing negative reviews or complaints with empathy and transparency can significantly improve public perception. Schools should respond promptly to concerns, offering solutions where possible and demonstrating a genuine commitment to student and family satisfaction. A well-handled negative review can turn into an opportunity to show your institution’s dedication to improvement and care.

    In addition, fostering community connections can garner a positive reputation and good reviews across various platforms. Parents and local communities play a crucial role in shaping your reputation. Hosting events such as open houses, community service projects, or alumni panels fosters goodwill and positions your school as an integral part of the community. Engaging with parents through newsletters, personalized communication, and parent-specific resources further strengthens relationships and encourages positive word-of-mouth. 

    Positive reviews can also be amplified by showcasing testimonials and case studies from current students and alumni. Create detailed profiles of students who have achieved their goals through your programs and share their stories on your website, social media, and promotional materials. 

    8. Offer Personalized Email Campaigns

    Email remains one of the most effective tools for nurturing leads and guiding them through the enrollment funnel. Unlike many other channels, email provides a direct line of communication that allows your school to build meaningful connections with your audience over time. 

    By crafting personalized email campaigns tailored to the unique needs and interests of prospective students, schools can significantly enhance engagement and conversion rates. For instance, including program-specific content that highlights key features, career outcomes, and testimonials from current students or alumni can help prospects visualize themselves succeeding in that program. 

    Additionally, timely reminders about critical application deadlines, scholarship opportunities, or upcoming events like open houses or webinars create a sense of urgency and keep prospective students actively engaged with the admissions process. When done effectively, personalized email campaigns foster trust and rapport while providing valuable, actionable information that empowers prospective students to make informed decisions about their educational journey.

    9. Host Webinars on Trending Topics

    Webinars are a fantastic way to showcase your expertise and connect directly with prospective students. Hosting sessions on trending topics like “Careers in Artificial Intelligence” or “How to Finance Your College Education” can position your school as a thought leader in the field. During these sessions, including live interactions with faculty, alumni, or current students makes the experience even more compelling.

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    Source: The Academy of Applied Pharmaceutical Sciences

    Example: The Academy of Applied Pharmaceutical Sciences puts itself at the forefront of pharmaceutical education on a variety of topics that appeal to career-seekers in the field by hosting several educational events each month. Their upcoming workshops and webinars are easy to find on their website. Users can also access recorded webinars.

    10. Emphasize Alumni and Career Outcomes

    Finally, showcasing the success of your alumni is one of the most compelling ways to attract prospective students. Highlighting career outcomes, such as high employment rates or notable employers, demonstrates the tangible value of your programs. 

    Showcasing alumni success is one of the most impactful ways to attract prospective students and their families. When students see tangible evidence of career achievements—whether it’s high-profile employers, entrepreneurial ventures, or significant industry contributions—they are more likely to perceive your programs as a pathway to their own aspirations. 

    Alumni stories provide real-world validation of your school’s value and help prospective students envision their future success. Leverage alumni by creating a dynamic “Alumni Success Wall” on your website or use social media campaigns that highlight diverse career paths. Include those in traditional corporate roles as well as entrepreneurs, creatives, and community leaders to represent a broad spectrum of success. Video testimonials can be particularly powerful, capturing the emotions, challenges, and triumphs of alumni journeys.

    Schools can also build relationships between alumni and prospective students through mentorship programs, webinars, or networking events. For instance, hosting a virtual panel featuring alumni working in fields related to your school’s programs provides insights and inspiration for prospective students.

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    Source: John Cabot University

    Example: John Cabot University has an Alumni Ambassadors Program designed to provide mentorship to current students and provide alumni with an interconnected network of fellow graduates and faculty members. Prospects like to know that access to your school’s support and resources doesn’t end at graduation. Like JCU, consider hosting regular events, encourage alumni to share their positive experiences with your institution, and foster mentorship within your culture. 

    Final Thoughts: Aligning Strategy With Student Expectations

    In summary, let’s explore how to write a college recruitment plan that works. Online student recruitment is about building meaningful connections with prospective students. By integrating data-driven insights, focussing on connection and personalization, providing value, and streaming the enrollment process, you can create a cohesive, impactful approach that resonates with students at every stage of their journey, from initial awareness to final enrollment. 

    At Higher Education Marketing, we specialize in helping schools like yours navigate the complexities of digital recruitment. Let’s work together to create campaigns that inspire, engage, and deliver results!

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Frequently Asked Questions

    Question: How to recruit students online in more detail? 

    Answer: The answer lies in combining data-driven insights, engaging content, and personalized communication to guide students through their enrollment journey. 

    Question: How to write a college recruitment plan that works? 

    Answer: Online student recruitment is about building meaningful connections with prospective students. By integrating data-driven insights, focussing on connection and personalization, providing value, and streaming the enrollment process, you can create a cohesive, impactful approach that resonates with students at every stage of their journey, from initial awareness to final enrollment.



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  • 2025 Education Marketing Strategies for Success

    2025 Education Marketing Strategies for Success

    Reading Time: 8 minutes

    Education marketing is poised for a transformative shift in 2025. As technological innovations accelerate and global competition intensifies, schools, colleges, and universities must adopt strategies that meet the evolving expectations of prospective students.

    If you’re new to educational marketing or administration, you may benefit from a working definition of the topic we’re exploring. What is education marketing? Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders.

    It involves creating targeted campaigns that address the unique needs, aspirations, and challenges of prospective learners. At its core, education marketing is about building trust, showcasing value, and creating meaningful connections that align an institution’s offerings with the goals of its audience.

    This blog, inspired by insights from the webinar Staying Ahead in 2025: Top Education Marketing Strategies for Success, explores the key trends and actionable strategies to help educational institutions thrive in this dynamic environment. Let’s explore!

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    Great Expectations: What Prospects Are Looking for in 2025

    Prospective students in 2025 demand education marketing efforts that resonate with their individual aspirations, challenges, and goals. Personalization has become a non-negotiable element of successful marketing, requiring institutions to deliver tailored messages across diverse platforms. Students value authenticity and transparency, seeking honest communication about program costs, outcomes, and career prospects.

    Social proof is more influential than ever. Reviews, testimonials, and user-generated content (UGC) have become vital tools in building trust and credibility. Institutions that effectively showcase authentic student experiences on platforms like TikTok, Instagram, and YouTube can connect with audiences on a deeper level, cutting through generic promotional noise.

    With over 70% of initial student engagement occurring online, a robust digital presence is critical. Schools with interactive websites, active accounts, and engaging virtual events stand out in an increasingly competitive global market. The ease of accessing information about institutions worldwide has raised the stakes, emphasizing the need for innovative and standout marketing strategies.

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    Source: HEM

    Are you seeking strategies for a future-oriented education marketing plan? Reach out to learn about our specialized digital marketing services! 

    Leveraging AI for Personalization and Automation

    Artificial intelligence (AI) is revolutionizing education marketing by enabling personalized and efficient communication. In 2025, institutions will be using AI-driven tools to deliver highly targeted content and streamline engagement processes.

    AI-powered email marketing has proven to boost open rates and increase revenue per email by analyzing prospective student data. Dynamic segmentation, which groups students based on behaviours like website visits and social interactions, allows institutions to craft campaigns aligned with individual journeys.

    Example: Putting prospects into groups based on their site usage as pictured below is the first step in dynamic segmentation. What comes next? Program your CRM system to update segments as prospects progress through the enrollment process, and finally, use automation tools (ideally integrated into your CRM program) to send follow-up messages after interactions like webinar attendances or program page visits. Amidst many competitors, you must stay fresh in the minds of your prospective students.

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    Source: HEM

    Chatbots are emerging as indispensable tools for managing routine inquiries. Capable of handling up to 80% of these interactions, chatbots provide instant, tailored responses that improve lead-to-application conversion rates. From guiding students to specific program pages to assisting with application processes, chatbots reduce administrative strain while enhancing user experience. For international students, multi-language support ensures inclusivity and accessibility.

    Example: Use Chatbots intentionally like the University of Windsor did below. Site visitors are asked with whom they would like to connect and are sent to a page where they can select the right person to meet their needs. This allows for a customized, self-directed experience.

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    Source: University of Windsor

    Predictive analytics, another AI-driven innovation, enables institutions to anticipate prospective student needs. By analyzing past behaviors, institutions can proactively craft campaigns that address concerns and guide students toward enrollment.

    By analyzing historical data such as website interactions, email engagement, and application trends, predictive analytics identifies patterns that signal a prospective student’s likelihood to take specific actions, such as submitting an application or attending an open house. 

    This technology allows institutions to craft highly targeted campaigns that address common concerns, deliver timely follow-ups, and provide personalized recommendations. Predictive analytics can be applied across various channels, including email marketing, chatbot interactions, and digital advertising platforms, making it a versatile tool for improving enrollment outcomes and optimizing the student journey.

    Optimizing Digital Advertising Strategies

    Digital advertising is an essential component of education marketing, and in 2025, precision and creativity will define success. Institutions are refining their pay-per-click (PPC) campaigns and leveraging video ads to capture attention and drive conversions.

    Precision targeting through platforms like Google Ads and Meta Ads ensures relevance. Long-tail keywords and geo-specific targeting help align campaigns with user intent, making them more effective. For example, phrases like “best nursing programs in Toronto” resonate more with prospective students than generic terms such as ‘nursing programs’ or ‘nursing school’. 

    Video content continues to dominate as the preferred format for engagement. Authentic, short-form videos featuring user-generated content are especially effective. These videos highlight program features, campus life, and success stories, building trust and fostering emotional connections.

    Engaging carousel ad formats are also gaining traction, offering a visually dynamic way to present multiple aspects of an institution in a single advertisement. By showcasing different programs, campus highlights, or student testimonials in a swipeable format, carousel ads keep prospective students engaged longer. These ads are particularly effective on platforms like Instagram and Facebook, where interactive content drives higher click-through rates and engagement. 

    Example: Static ad images are more likely to be skipped. Carousel ads are an attention-grabbing format that incites curiosity. Valuable, relevant, and short-form copy as pictured below works well as it keeps attention while imparting information your audience cares about.

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    Source: Concordia University

    Remarketing strategies are proving invaluable for re-engaging prospective students. Dynamic ads tailored to past interactions, such as revisiting previously explored programs, help institutions stay top-of-mind and boost conversion rates. Platforms like TikTok provide creative opportunities to connect with younger audiences, further enhancing reach and engagement.

    Navigating Changing Search Landscapes

    The rise of AI-powered search engines like Google Gemini and ChatGPT is reshaping how users seek information. These tools prioritize conversational content and direct answers, requiring institutions to adapt their SEO strategies to maintain visibility.

    Example: Incorporating conversational, question-based phrases as pictured below helps your site show up in search results. This is particularly relevant as AI, which favors concise answers, emerges as one of the most transformative education marketing trends. Try to add relevant, on-topic questions that your prospects are likely pondering into site content seamlessly. Then add the answer to that question. This boosts your chances of being featured in “People Also Ask” and other types of rich results.

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    Source: Gemini

    High-quality, question-based content is essential for meeting the needs of AI-driven search engines and enhancing user experience. Institutions are optimizing FAQ pages to provide comprehensive, conversational answers to prospective students’ most common questions. 

    For example, detailed FAQ sections that include interactive components, such as collapsible menus or embedded videos, help address a wide range of inquiries efficiently. This approach not only supports AI-driven search tools like Google Gemini (Formerly Bard) and ChatGPT but also caters to user expectations for clear, straightforward information.

    Voice search optimization further complements this strategy. With 58% of users relying on voice search daily, content must include natural, long-tail keywords that align with how people speak. For instance, crafting answers to questions like “What’s the cost of a nursing program in Toronto?” ensures visibility in voice and conversational search queries. Together, these strategies create a seamless path for students to access the information they need, whether browsing through AI-enhanced search results or engaging directly with an institution’s website.

    Example: AI tools like Copilot pictured below offer user-friendly, well-structured answers to education-related questions, guiding prospective students effectively to your institution.

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    Source: Copilot

    Local SEO remains a powerful driver of inquiries. Enhancing Google Business Profiles, incorporating location-specific keywords, and encouraging positive reviews are key strategies. Schema markup further boosts visibility by creating rich search results, such as event listings and review stars, that attract clicks and engagement.

    Practical Strategies for 2025

    Content remains central to education marketing success, but its format and delivery are evolving. High-quality, SEO-optimized content that directly addresses student questions is crucial. Institutions are increasingly adopting visual and interactive formats, such as infographics, videos, and quizzes, to create engaging and shareable content.

    Marketing technology plays a pivotal role in streamlining operations. CRM systems and automated email tools enable institutions to automate routine communications, such as application reminders and follow-ups. This ensures timely interactions while freeing up resources for strategic initiatives.

    Mautic is a cutting-edge CRM and marketing automation solution tailored specifically for the education sector. Built on the robust Mautic platform, HEM has enhanced this system to address the unique challenges and opportunities faced by educational institutions. 

    By enabling streamlined lead management, Mautic by HEM allows schools to segment, manage, and follow up with prospects efficiently, enhancing both cost-effectiveness and operational efficiency.

    With Mautic, your school can supercharge your marketing efforts through automated email campaigns, customizable forms, and seamless workflows. The platform’s out-of-the-box custom reports provide deep insights into admissions efforts, helping schools track team productivity and the progress of leads through the enrollment funnel. 

    Tools for automated SMS and email follow-ups, meeting bookings, and calls empower teams to nurture leads effectively, turning prospects into enrolled students. Designed to simplify complex tasks and enhance collaboration, Mautic is the ideal solution for schools looking to elevate their student recruitment strategies.

    In an era of rapid technological advancements, agility is essential. Institutions must regularly monitor campaign performance, experiment with new platforms, and stay informed about industry innovations. Being prepared to pivot strategies allows institutions to adapt to changing audience preferences and platform updates.

    The Road Ahead

    In summary, What will education marketing look like in 2025? In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively. When you embrace AI-driven tools, optimize digital advertising, and adapt to evolving search landscapes, your school can navigate the complexities of a highly competitive market.

    As the digital-first generation redefines expectations, educational institutions have a unique opportunity to deliver value and build trust at every stage of the student journey. The strategies outlined here provide a comprehensive roadmap for success, ensuring your school sees results in 2025 and beyond.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Frequently Asked Questions

    Question: What is education marketing? 

    Answer: Education marketing promotes educational institutions, programs, and services to prospective students, their families, and other stakeholders. 

    Question: What will education marketing look like in 2025? 

    Answer: In 2025, education marketing will focus on data-driven, personalized, transparent, and multi-channel strategies to engage students effectively.



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  • Multi-Channel Marketing Strategies for Schools

    Multi-Channel Marketing Strategies for Schools

    Reading Time: 14 minutes

    The rapid growth of the internet and social media have created a thriving online space for prospective students to explore educational offerings. It has also paved the way for a vibrant market that educational institutions can explore to attract students and boost their enrollment numbers. 

    Yet, even as these opportunities arise, schools still have to find the best ways to reach prospective students and their families. To make the most of these opportunities and properly engage the students using these platforms, today’s schools must master Multi-Channel Marketing. 

    At HEM, we know all about Multi-Channel Marketing and the value it brings to schools. We have over 15 years of experience in education marketing to draw from, so we know the strategies that give the best results. In this blog post, we’ll explore the basics and essentials of multi-channel marketing in higher education.

    The information contained here will help schools create and implement an effective and comprehensive multi-channel marketing strategy. This strategy will help them boost visibility, increase engagement, and ultimately drive enrollment growth.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Understanding Multi-Channel Marketing in Higher Education

    What is multi-channel marketing? Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads. Each channel serves a unique purpose, allowing institutions to create engaging interactions that resonate with students.

    So why is multi-channel marketing important in education marketing? Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment.

    Today’s students are digital natives exposed to a lot of information from an unlimited supply of sources daily. Educational institutions must, therefore, maintain a presence across these platforms while tailoring content to their interests and needs. 

    Digital marketing for schools calls for a specific type of approach. This approach helps schools establish connections and strengthen their brand identity, turning initial curiosity into commitment.

    The Importance of Consistency Across Channels

    The importance of consistency in messaging with multi-channel marketing can not be overemphasized. When an institution provides a unified message across the board, it reinforces its identity and creates a seamless experience for students. When their messaging aligns, it builds their credibility and makes their message clear enough for the target audience who can, in turn, see the institution as genuine and reliable.

    Key Channels and Their Specific Strategies for Multi-Channel Marketing for Higher Education

    We start by asking – what is a multi-channel marketing strategy? It is an action plan that aims to reach and engage an audience via multiple channels. For education marketing, it is a set of plans to help schools become more visible and accepted by prospective students. 

    To create an effective multi-channel marketing strategy, schools should leverage the unique benefits that each platform contributes to the marketing effort. While it is important to maintain a consistent core message across these platforms, it is equally important to tailor approaches for each specific channel. Here’s how your school can achieve this across different platforms. 

    Social Media

    Schools can use social media platforms like Instagram, Facebook, and LinkedIn to build strong connections with prospective students. They can showcase campus life and academic programs through short videos, student testimonials, and campus photos as part of efforts to show glimpses of the day-to-day experience for students. Also, they can share relatable stories and other behind-the-scenes content. 

    Platforms like TikTok and Instagram which focus on short-form videos can also be used to target younger audiences. Schools can explore this social media space where prospective students thrive. There, they can engage them in authentic, meaningful conversations and sell their offers to this audience. 

    Example: Randolph Macon College splatters social media images of students partaking in school events across their website. Clicking on any of these pictures will lead you to the social media posts from which the image was culled. These posts show what student life is like at the college.

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    Source: Randolph Macon College

    Paid Advertising

    Paid advertising, most notably via Pay-Per-Click advertising and social media ads, helps schools reach highly targeted audiences based on location, interests, and online behaviours. 

    While your social media ads highlight the lifestyle aspects of campus life and depict an ideal college experience, search ads should be geared toward academic programs and rankings. This makes it easier for institutions to reach the right audience at the right time. The focus here should be on creating clear, compelling calls-to-action (CTAs) like “Apply Now” or “Request Info.” 

    In addition, students who have previously visited the school’s site or engaged with their social media content can be targeted with “retargeting ads.” This is so the schools remain top of mind when they make a decision. 

    Example: This photo, culled from Instagram shows a sponsored “Week in the Life” post curated by students of Georgetown University/McDonough School of Business’s MSC in Business Analytics program. The post provides information about the university’s Online Master of Science in Business Analytics program and invites them to learn more with a boldly visible CTA.

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    Source: Georgetown University | School Instagram

    Content Marketing

    Institutions can use blogs, videos, and downloadable guides as a resource for selling their offerings to prospective students. They can post informative blog posts like “How to Choose the Right Major” or “Tips for Applying for Financial Aid” and, in the process, answer the questions that prospective students ask and help them make well-informed decisions. 

    Video content, shown via virtual tours, student testimonials, and even faculty introductions also provide valuable insights into what the campus environment and overall student experience look like. 

    Example: Here, John Cabot University allows visitors to its website to explore stories, and events, from its alumni, students, and faculty. You can learn important information from these sources from a place of trust and first-hand experience.

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    Source: John Cabot University

    Website and SEO

    A good SEO strategy for education marketing plays a key role in shaping how students find schools’ websites online. An optimized, well-designed website that contains relevant information and is easy to navigate can make a huge difference in a student’s SEO experience. By focusing on optimizing key pages that contain relevant information, these schools can steer prospective students toward the information they need.

    This information may range from details on specific programs and campus events to admission requirements and tuition fees. Another important tip is to make the website mobile-friendly to cater to students who now research schools from their phones.

    Video Marketing

    Many schools today are increasingly switching to platforms like YouTube, Instagram Reels, and TikTok to create and showcase video content about their offerings online. Video Marketing for schools uses contents that go from ‘‘day-in-the-life” snippets of current students to tours of facilities and highlights of extracurricular activities. 

    This type of content bridges the gap between browsing and visiting in person by offering glimpses into the campus experience. 

    Email Marketing 

    Email Marketing offers a means for schools to deliver personalized, targeted messages directly to the inboxes of prospective students. This strategy proves particularly effective for keeping leads warm and sharing detailed information about programs, events, and application tips. 

    Thankfully, schools can now use automation tools to set up drip campaigns that direct students through the enrollment process. This way, they can furnish students with the right content at the right time during each stage of their decision journey. 

    Example: Here, The London School of Economics and Political Science delivers a personalized email to a prospective student. The email contains registration information and encourages the student to take immediate action with a clear CTA.

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    Source: London School of Economics

    Review Platforms 

    Finally, review Platforms like Google Reviews or other sites that rank colleges. Positive reviews and testimonials from current students and alumni offer social proof that others have had positive experiences with the school. The reverse is also true. 

    As a prospective student, you’ll most likely be encouraged by and trust a school more if you come across these positive reviews on the school’s website. If you find thoughtful responses to negative feedback, you may interpret it as a commitment to growth and student satisfaction. 

    Mapping The Student Journey

    To enjoy the benefits of Multi-Channel Marketing efforts, schools must understand the various stages of the student journey. Each phase calls for a different approach and set of strategies to engage with and make meaningful connections with students.

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    Source: HEM

    Awareness Stage

    This stage is the beginning of the student’s journey where they are exploring their options and just starting to research potential schools. Schools aim to build visibility and introduce their unique qualities to students at this stage, mostly using social media, blog content, and paid ads. 

    Consideration Stage

    In this stage, students tend to compare their options while also seeking specific information on programs, costs, and campus life. FAQs, financial aid guides, virtual campus tours, and other content that can answer their questions provide value at this stage. 

    Also, schools can use emails and retargeting ads to provide extra reminders and insights, emphasizing why they may be the best choice. 

    Decision Stage

    The decision stage is the stage where students are set to take action, from filling out applications to scheduling campus visits. At this critical juncture, clear calls to action can help speed up the enrollment process. 

    Schools can embed these CTAs directly in blog posts and landing pages to capture leads and increase conversions. They should also provide straightforward application instructions, important deadlines, and information on securing financial aid at this stage. 

    Example: ENSR, shown below, provides links to application forms, contact forms, and tuition information to students who click on the “Apply to ENSR” menu. The next page opens up to a welcome page and caters to students who may have decided to apply to the school.

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    Source: ENSR

    Enrollment Stage

    At this stage, the students have decided to attend the institution, so it is now the institution’s prerogative to maintain that connection. Schools may use such onboarding processes as welcome emails, orientation materials, and pre-arrival checklists to help students prepare for their first day on campus.

    This way, the schools can ease their new students and in the process, receive commendation and long-term loyalty from the students. 

    Channel-Specific Strategies For Education Marketing 

    While schools should aim to be consistent with the core message of their marketing, there’s value in using tailored approaches for each channel they seek to engage students with. For instance, if you were promoting a university open house, you could implement a multi-channel campaign with the following strategies:

    Social Media Ads: Short, engaging videos on Instagram and Facebook could showcase a vibrant campus environment and invite students to attend the open house.

    Email Marketing: Personalized emails sent to prospective students at various stages of the admissions funnel could provide detailed event information and even offer one-on-one consultations. 

    PPC Ads 

    Google Ads targeting students actively searching for open houses or virtual tours could ensure the campaign reaches the right audience.

    Landing Page

    A dedicated landing page featuring event details and a user-friendly registration form could simplify the sign-up process and increase conversions. 

    With such a strategic approach, educational institutions can boost event attendance and applications, creating a more engaging and impactful marketing campaign.

    Tracking and Measuring Success 

    Here are some of the key tools that schools can use to ensure the effectiveness of their Multi-Channel Marketing efforts. 

    Google Analytics: This critical tool helps in tracking website traffic, user behaviour, and conversions across various digital touchpoints. It helps schools identify the channels driving the most traffic and leads so they can adjust their strategies accordingly. 

    Customer Relationship Management (CRM)

    Schools can use platforms like Mautic, Hubspot, or Salesforce, to track individual students interacting across multiple channels. This helps to ensure that there’s consistent follow-up on choices made by the students.

    Social Media Analytics: With tools like Facebook Insights and Instagram Analytics, schools can track engagement, reach, and follower demographics to understand which content types resonate most with their audience. 

    For example, Facebook Insights highlights post reach, allowing schools to identify top-performing content, while Instagram Analytics provides data on story interactions and audience behaviour. 

    Leveraging these insights, schools can refine their social media strategies, focusing on content that maximizes visibility and engagement with prospective students.

    Email Marketing Platforms: Platforms like Mailchimp and Constant Contact enable tracking of open rates, click-through rates, and conversions. They then help to offer insights into how well email campaigns are working. 

    PPC Campaign Trackers: Use tools like Google Ads and Facebook Ads Manager to monitor clicks, impressions, and conversions. This helps you assess the quality of traffic your paid ads are driving to your school’s websites. 

    How To Synergize Email, Social Media, Blog Posts, and Paid Ads for Maximum Reach and Engagement

    As a school keen on reaching and engaging prospective students, you need to build a cohesive approach that unifies your social media, ads, and blog posts. Here’s how to achieve this. 

    Create a Unified Campaign Calendar

    This is most often the first step towards aligning content across your different platforms. It helps create a connection between the channels you use, so prospective students who explore these channels can always get a clear picture at all times. 

    You can launch a blog post to introduce a topic, push it further with social media snippets, and proceed to send emails that buttress the message and call for action. 

    Example: The marketing calendar of one of HEM’s client schools, revealing clear and coordinated schedules for content, social media, email marketing, and paid advertising across several platforms.

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    Source: HEM

    Drive Traffic from One Channel to Another

    Students should be moved to visit your other platforms when they check out one of them. One trick is to add links (that lead to a blog post) to a CTA you insert somewhere in a social media post. You can also add social sharing buttons to email newsletters so people who read them can help spread your content. 

    Use Consistent Branding and Messaging Across Platforms

    How can schools build their brand reputation? Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students. The same logos, colours, and taglines should be used across emails, social media posts, blogs, and ads. If you’re promoting an event on different platforms, use the same visuals and phrasing across the board so people can recognize them immediately. 

    Example: Observe how The London School of Economics and Political Science maintains consistent visuals across their email, YouTube, and website platforms.

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    Source: London School of Economics

    Leverage Audience Segmentation

    Segment your audience to deliver tailored content that students at various stages can relate to. You may send unique emails to seniors and juniors or target social ads based on location. Also, reach parents who make key decisions on issues regarding K-12 education and create content that appeals to them and their kids. 

    Optimize Content Based on Platform Performance

    Keep tabs on your engagement across channels to refine your approach when necessary. So, if your Instagram posts highlighting student success stories perform well, you can use that type of content in emails and add to achieve similar results. 

    Use Automation to Simplify Cross-Platform Synergy

    Schools can simplify their content and create consistent messaging across channels using automation tools. An example is the use of automated email sequences to respond to brochure downloads, which can help engage students without manual follow-ups. 

    Using Automation to Streamline Multi-Channel Engagement

    Automation tools, when used in education marketing, can integrate platforms and personalize messaging. This then makes it easier to reach out to prospective students. Here are a few of such tools for schools to consider using:

    Customer Relationship Management (CRM) Systems: Schools can use good CRM systems like HubSpot and Mautic to store student information, automate follow-ups, and score leads. This can help admission teams prioritize their student engagement strategies and avoid missing opportunities. 

    Email Marketing Platforms: With platforms like MailChimp and Hubspot, you can create automated emails that are set off by specific behaviours or actions online. An example is where students receive a follow-up email with more program details when they download a brochure. This helps you sustain and maximize student engagement with minimal oversight. 

    Social Media Scheduling Tools: Scheduling tools like Hootsuite and Buffer allow you to post across platforms in advance so you can more consistently and promptly drive engagement. 

    Automated Workflows: Here are several automated workflows, with examples, that schools can use. 

    → Triggered Emails Based on Behaviour: These types of emails are automatically sent when a prospective student clicks a link, downloads content, or visits a specific webpage. For example, a prospective student who downloads a program brochure from your website could automatically get a follow-up email offering more details about the program and campus tours, or webinar invites. Another reminder will be sent to the student a couple of days later if they fail to click the link even after opening it. 

    → Remarketing on Social Media: Here, students who have not taken action having already shown interest are re-engaged. You can use this strategy if, for instance, a student doesn’t complete an inquiry form after visiting your school’s admissions page. In this case, you can automatically display ads (for a Facebook or Instagram remarketing campaign) that remind the student of application deadlines or show student success stories. 

    Nurturing Long-Term Leads with Automated Drip Campaigns:  Automated drip campaigns help schools follow up on students who are yet to make a decision, by using (for example) a series of pre-written emails sent at specific intervals. As an example, it can involve a school sending periodic emails with useful content, like “What Makes Our University Stand Out,” and “Tips for Completing Your Application” to students who fill out inquiry forms without immediately applying. 

    Automated Lead Scoring: This is an automated process that assigns a score to each prospective student based on their interactions with your marketing content. This helps to prioritize high-interest students for personal outreach. You can assign higher scores to, say, a student who downloads your school’s brochure and opens three newsletters. This then alerts the admissions team to reach out to them more intently. 

    Data-Driven Decision-Making with Analytics: Analytics tools like Google Analytics 4 provide insights into what’s working across your channels and allow you to refine your marketing focus. Track metrics like website traffic and conversion rates to make data-driven marketing decisions. This way, you can make informed adjustments and improve student recruitment. 

    Final Thoughts

    As the prospects in education marketing become even more complicated, schools must master and develop the right strategies for Multi-Channel Marketing to thrive. This involves fully understanding the student journey, coordinating campaigns, leveraging diverse platforms, and making data-driven decisions, among other things discussed here. 

    Ultimately, the successful implementation of multi-channel marketing relies on consistency, strategic planning, and leveraging the unique strengths of each platform. Begin by understanding your audience and their journey, and use the tools at your disposal to make meaningful connections that lead to increased student enrollment. With these strategies in place, you can position your school to enhance its reach, drive engagement, and reach its enrollment goals.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Frequently Asked Questions

    Question: What is Multi-Channel Marketing?

    Answer: Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads.

    Question: Why is multi-channel marketing important in education marketing? 

    Answer: Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment. 

    Question: What is a multi-channel marketing strategy? 

    Answer: It is an action plan that aims to reach and engage an audience via multiple channels.

    Question: How can schools build their brand reputation? 

    Answer: Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students.

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  • Maximize Digital Advertising For Language Learning Programs

    Maximize Digital Advertising For Language Learning Programs

    Reading Time: 10 minutes

    Language learning institution’s growth is projected to increase in the coming years. From 2024 to 2030, the global language learning market is predicted to expand at a compound annual growth rate of 20%. Due to the globalization of the labor market, language learning is likely to be in high demand. 

    Though language learning is growing in popularity, for lasting success, your school must find effective ways to stand out among other language academies looking to boost their enrollment.  Digital advertising offers a broad spectrum of tools to attract students, but knowing how to maximize the impact of these strategies is key to success. At Higher Education Marketing, we’ve spent years refining approaches that yield measurable results for schools offering language learning programs. The following strategies offer actionable steps to elevate your ads targeting language students and attract the right prospects to your programs. Let’s explore!

    Want to create successful ad campaigns?

    Request a Free paid advertising consultation.

    Understanding the Unique Needs of Language Learners

    Language learners are a distinct group with varied motivations, backgrounds, and learning goals. Some are looking to learn a language for career advancement, while others may seek language acquisition for academic, travel, or personal reasons. Advertising that speaks directly to these needs requires a keen understanding of the diverse audience you aim to reach. One of the first ways to maximize the impact of digital advertising is through careful audience segmentation. Instead of promoting the same message across all channels, consider the specific motivations that drive different groups of learners and tailor your messaging accordingly.

    Segmenting audiences by factors such as age, occupation, location, and even language proficiency allows schools to create highly targeted campaigns. How does language impact advertising for schools? Simply put, it depends heavily on your organizational goals. If you’re looking to target professionals wanting to learn English for business purposes, the language in your ad copy should reflect the vocational value of your programs. On the other hand, copy-targeting students hoping to improve their French skills before an international exchange can be more casual and experience-focused. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.

    effective ads for language learningeffective ads for language learning

    Do you need help launching your language school’s latest ad campaign? Reach out to discover how we can support you. 

    Leveraging Social Media Platforms to Build Authentic Engagement

    Social media is a powerful tool for language learning programs, offering an opportunity to create ongoing engagement with potential students. However, simply posting ads isn’t enough. The most successful social media campaigns foster a sense of community and engagement, which encourages followers to take the next step toward enrollment.

    For language schools, showcasing success stories is one way to build trust. Highlighting testimonials from former students, sharing video snippets of language immersion experiences, and offering short, valuable language tips can increase authenticity. Interactive content, such as live Q&A sessions or virtual language exchange events, can draw in potential students who want to see what learning at your institution feels like before they commit.

    Schools can also encourage user-generated content by asking current students to share their experiences online, providing social proof that can be far more persuasive than traditional ads. When students are shown engaging and relevant ad content on their social media feeds and in your school’s stories, they are much more likely to visit your site and perhaps even take the first step in your enrollment process.

    Example: Here, a leading language school, EF Education First uses Instagram to drive their organic traffic. In their post, they share valuable language acquisition tips, providing an English reading list for their students. Try using social media to share actionable language tips with your audience. This will drive engagement, boost your follower count, and broaden your digital reach.

    language learning advertising_strategieslanguage learning advertising_strategies

    Source: Instagram | EF Education First

    Creating Culturally Relevant Ads to Reach Global Audiences

    Language learning programs often attract an international audience, which means your digital ads must resonate across cultures. One way to do this is by crafting culturally relevant ads that speak directly to the experience of international students. The language and imagery used in ads should align with the cultural values of the target audience. For example, an ad targeting language students in the Asian market might highlight the importance of family and education, while an ad aimed at Latin American students might focus on community and connectivity.

    Schools should also consider creating ads in multiple languages to appeal to global audiences. You may be wondering how to go about this. For example, Can you target by language on Google Ads? Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.

    Optimizing Paid Search Ads for Long-Tail Keywords

    One of the most effective ways to drive qualified traffic to your website is through paid search advertising. Language schools can take advantage of this by focusing on long-tail keywords that are specific to language learning. While broad keywords like “learn English” may have high competition, phrases like “intensive French courses for business professionals in Paris” or “Spanish language classes for travelers” are more targeted and tend to attract a highly motivated audience.

    Long-tail keywords may have lower search volumes, but they often result in higher conversion rates because they target users who already have a clear intent. This approach not only helps you to maximize your ad budgets but also ensures that the clicks you receive are more likely to turn into enrollments.

    ad targeting_language studentsad targeting_language students

    Source: Hutong School

    Example: Here, Hutong School uses the long-tail keyword: Global Chinese language school in their metadata. This targeted keyword is designed to attract students who not only want to learn Chinese but also want to do so at a global institution that welcomes students from all over the world. Specificity in keywords ensures higher quality leads who are specifically looking for you.

    Crafting Compelling Ad Copy That Speaks to Pain Points

    Effective ads for language learning and education go beyond promotion and address the specific challenges that potential students face. Whether it’s the fear of not being left behind in class or the worry about balancing language learning with other responsibilities, successful ads speak directly to these concerns.

    To craft compelling ad copy, start by identifying the pain points that your target audience experiences. Are they professionals concerned about fitting language classes into their busy schedules? Are they international students worried about mastering a new language before moving abroad? Once you’ve identified these challenges, your ads should provide solutions. Highlight the flexibility of your class schedules, emphasize the support systems you have in place for struggling students, or showcase how your programs help learners achieve fluency quickly.

    effective_ads_for language learningeffective_ads_for language learning

    Source: KCP International Japanese Language School

    Example: Here, KCP addresses a very common pain point for language learners in their ad copy. Many fear that it’s ‘too late’ to learn a new language as the experience can be expensive and time-consuming. KCP positions itself as the solution to this barrier, ensuring its audience that as long as they meet four basic criteria, learning Japanese is within reach for them.

    Using Retargeting to Capture Warm Leads

    Retargeting is one of the most powerful tools in digital advertising, particularly for language schools where prospective students may need time before making an enrollment decision. Retargeting campaigns allow schools to stay top-of-mind by showing ads to users who have already visited the school’s website or engaged with its content.

    Retargeting works particularly well for language learning programs because it targets individuals who are already interested in the subject but may not have been ready to commit when they first encountered the program. Your school can use this strategy to provide reminders about upcoming enrollment deadlines, promote special offers, or share new content that highlights the benefits of your courses.

    For instance, if a visitor left your site after viewing the course offerings but didn’t sign up, retargeting ads can remind them of the benefits of joining your program. This approach can be particularly effective when combined with personalized messaging, such as offering tailored suggestions based on the courses they viewed.

    Incorporating Video Content to Showcase Language Learning in Action

    Video ads offer a dynamic and authentic way to showcase your school’s programs. HEM’s tailored video ad services help you stand out, whether promoting a specific course or building brand awareness. From high-energy hype videos to authentic student interviews, we create compelling visuals that maximize visibility and generate results. How does that affect you as a language learning institution? 

    Video content is a particularly effective tool for language schools, offering prospective students a glimpse into the real-life experience of learning a new language. Whether it’s a classroom setting, a student testimonial, or a tutorial on language pronunciation, videos create an emotional connection that static ads often lack.

    To maximize the impact of your video content, ensure that it highlights the immersive, interactive nature of your language programs. Videos should showcase the benefits of learning in a dynamic environment where students can practice speaking in real-life scenarios. This builds excitement and helps prospective students visualize themselves succeeding in your program.

    Additionally, video ads on platforms like YouTube or social media can target specific audience segments. Language schools can use these platforms to create ads tailored to different learner types, such as professionals looking to learn a language for work or students hoping to study abroad.

    language_learning_advertising_strategieslanguage_learning_advertising_strategies

    Source: LSI Worldwide | YouTube

    Example: This promotional video presented by a school director highlights the unique selling points of their online learning system. The unique academic benefits of your programs are an excellent topic for your promotional videos – particularly when presented by a language expert within your faculty.  What makes your instruction style unique?

    Harnessing the Power of Influencer Marketing

    Language schools can also benefit from partnering with influencers, especially those passionate about language learning or travel. Influencers offer access to a built-in audience that already trusts their recommendations. By working with influencers who align with your institution’s values, language schools can reach potential students who may not have been aware of your programs.

    An effective influencer marketing campaign for a language school might include sponsored posts where the influencer shares their language learning journey, highlighting the value of enrolling in formal programs. Schools can also consider offering affiliate programs, allowing influencers to earn commissions for every student who enrolls through their recommendation.

    Utilizing Data Analytics to Refine Advertising Campaigns

    Data-driven decision-making is at the heart of successful digital advertising. Language schools must continually analyze their campaign’s performance to ensure they’re reaching the right audience and achieving optimal results. Tools like Google Analytics and Facebook Insights can provide valuable insights into which ads are performing well and which need to be adjusted.

    For example, schools can track metrics like click-through rates, conversion rates, and the cost per lead to determine the effectiveness of their campaigns. By continuously monitoring these metrics, schools can make data-driven decisions that maximize their return on investment. Adjustments might include refining audience targeting, improving ad copy, or reallocating the budget to the platforms that yield the highest returns.

    Offering Free Trials or Sample Lessons to Convert Prospects

    One of the most effective ways to convince prospective students to enroll in your language learning program is by offering a free trial or sample lesson. Language learning can be an intimidating prospect, and many students may hesitate to commit without knowing what to expect. By offering a no-obligation sample lesson, schools give potential students a taste of the learning experience, which can be enough to convert them into paying students.

    This strategy works particularly well in digital advertising campaigns where schools can drive traffic to a landing page offering the free trial. Ads promoting a “try before you buy” approach can alleviate apprehension about committing to a full program.

    language learning advertising strategieslanguage learning advertising strategies

    Source: WuKong Education Online | YouTube

    Example: WuKong Education Online offers a trial class to attract their prospects. Trials are an excellent way to convert leads and are particularly effective for online academies. 

    By implementing these language learning advertising strategies, your school can significantly enhance the effectiveness of your digital advertising campaigns. At Higher Education Marketing, we believe that understanding the unique needs of language learners, leveraging innovative tools, and continuously refining your approach is key to driving enrollment and building lasting connections with students.

    Want to create successful ad campaigns?

    Request a Free paid advertising consultation.

    Frequently Asked Questions

    Question: Can you target by language on Google Ads?

    Answer: Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.

    Question: How does language impact advertising?

    Answer: Simply put, An ad aimed at professionals wanting to learn English for business purposes should be crafted differently from one targeting students hoping to improve their French skills before an international exchange. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.

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