Creating Engagement Through Content

Content Creating Engagement Through Content

In digital marketing, the best way to sell your product or service is by not “selling” at all. Instead of always asking your customers to buy, you can become a resource for them, by sharing valuable information or just something fun. For example, a car dealership could produce a used-car buying guide, or a dentist office might distribute kids quizzes on how to prevent cavities.

This information is called “content” and whether delivered through a blog post, social media update or video, it’s the heart of any successful digital marketing strategy. Consider that 50% of consumers report that a company’s content has a positive impact on their purchase decisions.

People spend more than 1,000 minutes per month watching online videos with the 18-24 and 25-34 age ranges leading the pack. Video consumption continues to rise, to the point where video social media network YouTube has become one of the leading search engines on the web. Educational institutions need to understand how their audience is consuming content online, and the fact is that more people than ever are watching videos for both entertainment and education. And with video content being among the highest converting metric, can you afford not to utilize the power of video? (Read on about video content marketing here, with this article from Advance Ohio.)

Nearly 90% of all brands use some form of content marketing, according to the Content Marketing Institute. Whether a mom and pop shop or Coca Cola, businesses recognize that this vital marketing resource helps them connect with their customers, generate more sales leads and grow their business.

Recruiting International Students

According to the Institute of International Education, more than one million college students studying in the U.S. are international students, and 47% of those are from China or India. Due to limited funding, more than half of these students elect not to make a campus visit before starting classes. The US has always been the destination of choice for international students, making your digital marketing strategy around an international audience even more necessary.

We’ve outlined some strategies below to help universities marketing to prospective international students:

SEO/SEM

If you were an international student, how would you go about searching for universities in the United States? You would probably search for something like: “programs for international students in the United States” or other similar phrases. Having your university’s web page appear on the first page of that search’s results will enable you to be visible to international students. If you are a very small university it may be hard to compete with larger ones through organic search results, which is where paid search can help. 

Digital Content

Digital content is all about knowing who your audience is and writing for them. Use relevant and useful content to attract prospective international students, like rates specific to international students, as well as information, and answers to frequently asked questions to help make their decision easier. By providing as much relevant information as possible, you will be a step forward ahead of your competition. Remember, your content strategy will elevate your SEO rankings, too.

Mobile

study by UVersity.com showed that international students use their mobile device to visit websites, download university apps, take a virtual campus tour, and view university social media. Having a mobile-friendly website that is engaging and has a fast response rate will allow you to make a good impression on international students. But before you have prospective international students looking at your website university, you need to get noticed. Mobile marketing will allow you to reach the audience you have intended while getting your university’s name out there for prospective international students to notice and research.

Social Media and Other Grassroots Strategies

International students want to communicate with admissions counselors, international services, and students during the admissions process.

  • Use your international alumni to intrigue prospective international students. Create testimonials that you can quote and refer to on your social media accounts. You can also use your international alumni to create a page on LinkedIn. Invite current and former international students to join the page so that perspectives can view it and find someone to connect with that went to college abroad and can give them valuable advice.
  • Use your social media account to promote materials that are important to international students. You can promote materials about the number of international students there are on campus if they are relatively high, or you can promote materials about clubs/organizations that are on campus to help international students feel acclimated on campus.
  • A picture is worth a thousand words. Using Instagram is second nature for current teens which is why utilizing your university’s Instagram and advertising on the platform will help increase your university’s brand presence with international students. Posting pictures of campus and students will give international students a feel for campus life without physically being there. Keep in mind that generic photos of campus are no good, make sure the pictures capture candid moments.

How Do You Engage Students Who Don’t Always Apply During the Traditional Periods?

With factors like value, influencers, available information, and well-timed communications, any university can make an impact at the end of the decision-making journey. For higher education marketers, this means that the last few weeks before deadlines are a critical time that some universities may be missing out on.

Read more about the last-minute student recruitment measures, outlined by our friends at Advance Ohio.

Accelerate Intent for Prospective Students

Imagine the Admissions Department of a four year college that can name their desired admissions yield.

Picture an online MBA course that fills to the desired capacity, semester after semester. Envision an ongoing education department that attracts business leaders and keeps them in the pipeline long enough to engage them in returning to school an finishing their degree. With Intent Acceleration, these become reality for the Education industry.

Intent Acceleration is the process of guiding your audience from initial awareness to decision with speed and accuracy.

It’s the process we deploy, the art of combining relevant media, marketing and financial principles to create the most effective and cost-efficient solutions for your marketing team and stakeholders. We integrate science by conducting extensive audience exploration across multiple media and data sources to know your audience from an emotional and logical perspective.

Intent Acceleration blends compelling content, creative design and 360 degree media exposure with effective frequency to influence decision.

 This effort:

  • Pinpoints a consumers exact location within the decision journey
  • Serves the precise creative message at the appropriate time
  • Delivers the optimal call to action to advance the consumer in their journey
  • Clearly convinces consumers to take action in their decision
  • Functions progressively (iterates to adjust) in an ever forward fashion