Keeping up with the Kids: How to Leverage Social Media Marketing in Higher Education
Every year, social media like Facebook, Instagram, and Snapchat play a growing role in our society. Almost everyone uses social media to keep in contact with friends, follow trends, and stay up-to-date with news. Because of the popularity and ubiquity of social media, it’s important for your higher education institution to have a strong social media presence. Social media marketing has the power to increase brand awareness, drive enrollment, and build community – here are our top tips for utilizing social media to promote your higher ed institution:
Use Organic and Paid Advertising Strategies
Utilise both organic and paid advertising marketing avenues. Search engine optimization strategies (SEO) consist of optimizing your website for search engines, creating relevant content, and regular social media posting with the end goal of driving more traffic and conversions through your website. SEO content is great for engaging with your audience and driving potential students to your website to learn more, but takes longer to drive results. SEO works particularly well when combined with pay-per-click (PPC). PPC ads allow you to target specific groups that have engaged with your content, have shared interests, and to reach new audiences. Paid advertising on social media also draws in potential students that are further into the marketing funnel and more likely to convert, which means you get quicker results.
Use Analytics to Target Specific Audiences
Make use of all the analytic tools at your disposal. Higher education advertising can be highly specific – so you want to ensure you are reaching the correct audiences. Analytics are a great way to ensure you are using the best performing platforms, posting useful and relevant content, and targeting specific demographics that are most likely to take action. Every program, event, and enrollment campaign you run should have a specific audience based on previous data.
Use Social Media Marketing to Share Values, Missions, and Accomplishments
Leveraging your institution’s unique identity and achievements is a great way to approach potential students. The higher education market is unique in that you are seeking students looking for educational opportunities, but also a community that shares their goals and values. Integrating ad copy, visual media, and stories that appeal to the interests and goals of potential students is one of the best ways to interact with your audiences. If a department on campus discovers something remarkable or launches a new program – share it! Social media is an ideal space to spread brand awareness that keeps potential students and alumni engaged.
Choose Your Social Media Networks Strategically
Social media is constantly evolving and the networks you might choose to reach prospective undergrad students vary vastly from platforms that you might turn to for continuing education or advanced degree programs. LinkedIn, Facebook, and Instagram are all often utilized for higher education marketing, but other platforms like Twitter, Snapchat, TikTok or even Reddit might also make sense depending on your goal for that particular campaign or program.
Higher education advertising is an equal mix of brand awareness, perfect timing, and specific ad targeting. Social media is one of the best platforms to reach your potential audience because it offers the opportunity to connect personally with potential students and reach the right people when they’re seeking your programs.
If you want to maximize your Social Media advertising efforts, but aren’t sure where to start, we can help! At Chair 10 Marketing, our team is made up of experts that understand advertising for Higher Education. Contact us today to learn more about our services, and create a custom social media advertising strategy for your institution!