3 Creative Ways to Attract Prospective Students to Your College

Higher Education Marketing Challenges

Today in the United States there are approximately 5,300 colleges and universities. With such a large number of schools, todays higher education market has become as competitive and  challenging to navigate as ever.  Traditional marketing techniques are no longer sufficient to attract new students. It is now crucial for colleges and universities to understand and market the importance of innovation, social responsibility, and new technologies to attract the current college-bound generation.

Who is a prospective student?

To effectively attract new students, it’s important to first identify prospective students. There are two types of prospective students– those who are aware of your school and those who are not. Initially the goal is for both types to choose your college/university. And even if the goal is the same, the approach should be slightly different.

What are prospective students looking for?

1. Students aware of your institution most likely have a list of schools and programs they are interested in. The first place they will seek more information is the school’s website. To remain effective, Higher Education website should be:

  • Mobile friendly – most of the times the first interactions with the website happens from mobile devices. Having an easy to navigate mobile friendly website is a key not only for a user, but also for search engines.
  • Easy to navigate – colleges and universities websites usually are quite large and complex. By making sure the website has a clear navigation system with the most important pages no further than 3 clicks away from the home page a search box, and a request form on the homepage provides an easier flow through the website and a better user experience.
  • Informative – when creating content, schools should not forget who they are trying to reach. The content should focus on the reader and provide insightful information, tips, and best practice guides, news and other. In other words, always consider what a student wants to know rather than what an institution wants to inform a student.

2. The next group of students to consider are those who haven’t decided on their top 10 schools and still are looking around. To increase brand and program awareness there are a few things colleges and universities should do.

  • It’s not a secret that Pay-per-click (PPC) is a great channel to use in order to introduce new prospective students with schools and their programs. It works exactly the same way when new brands and businesses want to be found by customers. Google Adwords, Bing, Linkedin, Facebook and Instagram are main channels to go for. By creating a strategic lead generating PPC campaign, universities can increase the number of students signing up for programs or seeking more information.The only drawback of using these channels is the cost.
  • Higher education institutions should also make sure their websites are optimized for on-page SEO.

New ways to attract prospective students

There are many ways to reach future students. Traditional methods such as high schools visits, educational fairs and print material are still very useful way to market colleges and universities.  However, these methods might not be enough to make a university stand out among competitors. To reach prospective students where it will make an impact requires a tailored approach to the incoming students media habits.

  • Snapchat –  not merely a popular social app, Millennials are now using Snapchat as a form of news or following beloved brands. According to Lendedu, an online student loan marketplace, 58% of college students are checking Snapchat first, Instagram second and Facebook last. Snapchat reached a high interest and popularity not only among  users, but also brands and colleges. For example, in July 2017, The University of Wisconsin-Green Bay sent the acceptance announcement to the student via Snapchat with animated video confetti.

Schools can create their own geofilter that allows students to use it when they are on the campus or at specific events. These type of filters appear on the user’s display allowing them to get a closer look at the real life of that school. It promotes brand awareness, as well as serves as a great advertising for school. Snapchat opens a door to promote the schools the best way possible. It can show the unique personality of the school and create a connection with current students, as well as help them keep in touch with alumni.

  • Live Videos –  Blogs and other written content are still relevant and very important for digital marketing. Schools should use as many ways to interact and connect with millennials. Live videos are a great way to do so. It allows viewers immediately engage with current events. A lot of higher education institutions already publish various content to Youtube, but live streaming that functions similar as Snapchat could support the interaction with potential students and alumni right here and right now by showing schools’ events, lectures and other creative content.
  • Influencers – From the recent study millennials rely on word of mouth more than other adults when researching consumer goods. This study could identify millennials trusting only honest and true opinions by the people they respect and look up to.Today there are so many influencers in various areas starting from entrepreneurs to style blogs. Higher education institutions should keep relationships with alumni and try to follow their journey after the graduation. By keeping close relationships with influencers is a way to attract their followers to the school. Schools should organize panel style meetings with influencers where they could share their experiences with audience and answer their questions. This type of relationship would promote different school programs and brand awareness.

Millennials tend to choose brands that have a clear voice, character and are creative. With today’s technologies, social media platforms and apps there are endless ways colleges and universities could promote their school and program, as well as show their personality to prospective students.

 

Martyna's headshotMartyna is a graduate from Vilnius University in Vilnius, Lithuania. With 2 years experience in digital marketing industry, Martyna adds in-depth understanding of on-page and local SEO to the Circa team. Her passion and continual education in SEO initiatives help contribute to Circa’s expanding higher education digital marketing presence.

6 Free Keyword Research Tools For Beginners and Experts

When it comes to digital marketing, keyword research plays a big part in implementing an effective SEO strategy. Google and other search engines are evolving and becoming smarter in evaluating the best search results for the searched terms, so it’s no longer enough just to write content for blog posts, products, services, etc. without doing proper keyword research. Otherwise, content will be lost in the 20+ search engine result pages and nobody ever will find it.

If you are beginner and can’t afford any of the paid keyword research tools, then you’re probably wondering, “What is the best free keyword research tool?” If so then you’re in the right place. Below, I’ll share my top six favorite free keyword research tools and how to incorporate them in your content marketing.

Soovle

Soovle is a great keyword research tool for beginners. It’s simple to use and will not take a long time to gather the keywords list to use for your blog post. Soovle provides autocomplete suggestions from the major search engines: Google, Wikipedia, Yahoo, Ebay, Youtube, Bing, Amazon, and more. Since its not a very advanced tool, I would suggest combining Soolve with another tool to get more information for your content. Since this tools provides data for multiple search engines, it can be a great option for someone who is looking to sell products on Ebay or Amazon.

Interface of Soovle keyword research tool

 

Google Trend and Google Suggest

 Google Trends

Consider Google Trends as your inspiration for finding the next hot topic. By simply entering the keyword in the search bar, Google Trends provides over five years of data for that keyword and helps in identifying if that particular search term is still relevant for the consumer/reader. Google Trends is also popular for being a very customizable tool. It allows you to search for multiple terms at the same time, and data can be filtered by the country, period of time, different categories, and the type of search.

Google Trends not only analyzes historical data for the particular search terms, it also shows the interest by subregion and related queries. It’s a great way to identify if the content you’re planning to produce will be relevant to the audience you are trying to reach.

Google Trends Interface

 Google Suggest

Google Suggest is another tool that is popular within the marketing industry and well known by frequent users of Google. To use Google Suggest, simply start typing keywords in the Google search box, and Google Suggest will autofills the search box with keywords that other people are looking for or they are related to your search query. It’s perfect for generating insights on popular search queries relating to your search term.

Google Suggest Interface

Keywords Everywhere

The Keywords Everywhere extension is a free keyword tool that can be easily installed on either Chrome or Firefox. Keywords Everywhere shows Google keyword search volume, cost per click, and competition data of keywords on multiple websites including the ones mentioned above Soovle and Google Suggest. With this extension you will no longer need to wonder which keywords to choose for your content as all the necessary data is presented.

Keywords everywhere extension on Soovle

Google Suggest Keywords Everywhere extension

SERPs

SERPs is a fast and simple to use tool that is great for the beginners and experts. It provides related keywords for the searched term, volume, CPC, and value. SERPs shows all of this data on one page, allowing you to filter the results with secondary keywords and add them to the “Saved Results List,” which is downloadable in .csv format. Although, SERPs is a good tool to use for daily content creation, I would recommend taking their provided data on CPC and Value with a grain of salt by confirming the volume and difficulty with another keyword research tool.

SERPs keyword research interface

Answer The Public

Answer The Public is a very unique keyword research tool that provides questions containing the searched keyword. It can be very helpful for those looking to understand what people are asking for, what they are looking for, and what questions they have about that searched term. With such valuable insights, Answer the Public offers writers the opportunity to create content that could answer all of these questions. If the writer’s content is relevant, it might even be featured in the rich snippets in Google the next time someone searches for similar answers. This kind of content could provide great value for the business in every stage of the buyer’s journey. Answer the Public also includes results with prepositions for the long tail keyword opportunities and is friendly to Keywords Everywhere extensions mentioned earlier.

Answer the Public Interface

LSI Graph

LSI stands for latent semantic indexing. LSI keywords are keywords related to the searched term that are semantically linked. If incorporated into your SEO strategy, then LSI keywords can increase organic traffic and improve rankings. By incorporating longtail keywords and semantic keywords to your blog posts, the content becomes more user friendly and sounds more natural than just trying to use all the high volume keywords.

LSI Graph keyword research interface

Knowing how to choose and use keywords can help to increase organic traffic for your website. Although paid tools tend to over more advanced options, beginners, firms without big budgets and experts looking for alternatives can benefit from free keyword research tools.
If you now feel inspired to write some blog posts about your university but are not sure where to start, keep reading to find out 3 tips for finding blog topics for universities.

 

Martyna's headshotMartyna is a graduate from Vilnius University in Vilnius, Lithuania. With 2 years experience in digital marketing industry, Martyna adds in-depth understanding of on-page and local SEO to the Circa team. Her passion and continual education in SEO initiatives help contribute to Circa’s expanding higher education digital marketing presence.