Throughout the past few years there’s been a big marketing movement toward digital (blogging, email, social media) and away from traditional (billboards, flyers). With digital came a subsection called inbound marketing. Inbound takes digital marketing one step further and customizes your marketing strategy to your specific audience.
In case you aren’t familiar with the term ‘inbound marketing,’ it is about creating and sharing relevant, targeted content online and with a specific audience. With inbound marketing, you seek to attract qualified prospects with content that they actually want to see, where and when they want to see it.
Inbound marketing is especially useful in the higher education industry, as it enhances institutions’ current marketing strategies and can be used to increase admissions rates. Additionally, juniors and seniors in high school – likely a key segment of your target audience –spend quite a bit of their time online, so why not reach them where they are?
The first step in this process is identifying your target audience, or personas. Then, you can begin identifying the marketing channels where they spend the most time and common questions or pain points that they might have. In this case, one of your personas might be “Potential Student Sally.” You’ll want to craft messaging around what your personas care about most – help with applications, details on popular programs, etc. Doing so will allow you to begin building a relationship with them, providing them with relevant content, where and when they want to see it, ultimately convincing them to apply to your institution.
Are you curious about how to identify your audience, decide which marketing activities to use to reach them and how this can lead to increased admissions? Register for our webinar on Thursday, June 11 at 2 p.m. EDT to learn about inbound marketing for higher education from, Pyxl, a digital marketing firm specializing in the higher education industry.