Marketing technology is one of the trends in higher education that can either simplify your job or make your life harder – depending on who you ask and how you use the tools. Across the industry, admissions and marketing professionals in Higher Ed are using CRMs, email marketing software, and virtual campus tours to expand their reach to a huge pool of potential applicants.
However, simply adding new tools to your arsenal is not enough to ensure you meet your admissions and enrollment goals. To create a great digital marketing strategy, you must review all available data and analytics to figure out which tools will work best to help you tell your institution’s unique story to the students you’re trying to reach.
We conducted a marketing technology survey in 2017 to dissect the current state of digital marketing in higher education. This survey showed that schools are using the following tools to market for enrollment:
Each of the colleges or universities surveyed had their own technology focus. Customer Relationship Management tools (CRMs), analytics tools, and email marketing software have all been adopted more in higher education admissions offices, while other tools like social listening tools and marketing automation platforms have been less readily adopted.
We know what you’re thinking. These are great data points, but what do they really mean for my school’s admissions and enrollment numbers?
With a little bit of analysis, you can use these survey results to ensure that you use the right digital marketing trends to reach the applicants you want, to help them form an emotional attachment to your school early in the recruitment process, and to encourage them to choose your school over others.
Here are a couple highlights from the survey:
This data clearly shows that just using a particular tool or tactic is not enough. You need to take the data you collect to serve as a bridge between your audience and your digital marketing strategy.
As with any marketing strategy, the first step is to know your own story. Can you answer these questions?
That may sound like a tall order, but analytics give you the unique opportunity to learn about your audience and how they are using your digital resources. Once you know your own story and your audience, you can decide how to best use technology to more effectively engages the right pool of prospective students and transform them into applicants.