Higher education has pivoted, or at least created additional peripheral degree offerings, based on the digitally advanced mindset of today's students. Just like the publishing industry or marketing industry has seen in the past decade, students are demanding new, advanced options in both course and delivery options. What we are really talking about is user experience. But not only does higher education need to rethink their offerings, they also need to rethink how they market those offerings.
With student retention declining and enrolled students demanding new course delivery options, marketers are under an increasing amount of pressure to attract prospective students. But as we know, doing the same things as before will not get new results. Here is a great example to inspire rethinking and repositioning your university to be seen differently in the marketplace.
A good education is one of the most sought-after aspects of American child rearing. This year, we even saw parents indicted for the desire to get their children into the best schools. So, what about your school -- how do parents and students find your school and learn how it will provide the best education for their children? Well, via the internet of course! But how can you ensure they find you in the huge world wide web?
Well friends, that's what we are talking about today.
If you are in digital marketing you may have heard of the INBOUND conference held in Boston each year. It is kind of a big deal in our industry. This year there were over 30,000 people at the Boston Convention Center attending 377 sessions during the 4-day conference. That's A LOT of info! Here are some of our team's biggest takeaways and tips from INBOUND19.
Welcome to wonderful world of HubSpot and Inbound Marketing! We are so happy to see you here, really!
HubSpot is a great tool for digital and inbound marketing, lead nurturing and of course customer relationship management. But with all these great tools in one compact software instance it can also be overwhelming!
Education has been around a long time -- many centuries! For most of those centuries providers of education did little to no marketing of their school because there was no perceived need. People needed education, they had education, end of marketing plan. Ok, ok I realize it wasn't THAT simple. But compared to now it sure does seem like it was an easy scenario. Most schools only competed with other schools in their caliber or other schools in their region. With the dawn of digital marketing, educators now compete with schools across the world, with different delivery mediums, and vocational schools are even now competing with traditional schools. The competition pool extends far beyond other educators though. Now, the competition is simply everyone and everything.
Now that we’ve established why you need a press kit on your company’s website, we want to share HOW you can build it.
The integral part of a traditional public relations campaign is the media. Yes, you can utilize social and digital aspects in a PR campaign. However, if your goal is to garner earned media you’ll need to make sure media professionals are the target persona in the campaign’s plan. But how do you make your company attractive to those media professionals?
Media professionals have been through the wringer the past few generations with HUGE, life-altering changes to how they do business and attempt to make a profit. In this new digital age, it is more important than ever for marketers to find that competitive edge to make our business stand out amongst the rest. And we need to do that with media as well as with consumers. This means we need to enlist a multi-channel integrated marketing plan that includes several inbound marketing and public relations initiatives in order to meet marketing and lead generation goals and a press kit, though it sounds traditional, can be a highly beneficial part of that plan. Let’s talk about why.
In 2015 our founder created a blog post about website must haves. In our content review process this year I'm looking over all the previous assets to determine current value and alignment with our content strategy and SMART goals.
So much has changed in digital marketing since 2015. SO I have to tell you, I was SHOCKED at what I found in this article that our fearless leader, founder, and tech guru posted in 2015!
When you add fresh content to your website with blog posts, search engines really take notice. But do you know how to maximize that 'SEO juice"? Yes, I totally made up a term by expanding the slang term link juice to cover ALL aspects of search engine optimization, not just the flow between internal and external links. Let's dig in to all the aspects needed to maximize the SEO juice to that fresh website content added with blogging.