February 28, 2025 • 20 mins
How are universities getting students in a digital world? Listen up.
• Why SEO matters.
• How to create a better user experience.
• The end of cookies and why first-party data is key.
• Social media beyond Facebook—think Reddit and Quora.
• Smart strategies from Australian universities.
• Digital catalogs and micro-credentials.
• Using LinkedIn for thought leadership.
Get the insights you need to stay ahead.
Timestamps:
00:00 Intro
00:33 SEO for Higher Ed
01:51 Better User Experience
03:02 AI, Cookies & First-Party Data
05:06 Social Media Beyond the Usual
07:26 Smart University Strategies
11:19 Digital Catalogs & Micro-Credentials
14:10 Thought Leadership on LinkedIn
19:05 Wrap-Up & Takeaways
Learn more about the Higher Education Marketing Institute:
- Website: https://highereducationmarketinginstitute.com/
- X: https://x.com/HEMInstitute
- LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/
- YouTube: https://www.youtube.com/@HigherEducationMarketing
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jack (00:00):
Okay, so let's, uh, dive into all this.
Sounds good.
You've, uh, shared a reallyinteresting collection of
materials with us.
Yeah.
Articles, blog posts, even awebinar recap.
Mm hmm.
And it's all centered aroundhigher education marketing in
2025.
Right.
So clearly you're trying to geta sense of how universities are
attracting those prospectivestudents.
In our increasingly digitalworld.
(00:20):
Of course.
And as fellow marketers.
Jill (00:22):
Yeah.
Jack (00:23):
We are very excited to take a look and, uh, break down
what your sources reveal aboutwhat's working and what's not.
Jill (00:31):
What's
Jack (00:32):
working, what's not.
Jill (00:32):
Yep.
Jack (00:33):
Yep.
Jill (00:33):
One thing that I find really fascinating.
Jack (00:35):
Yeah.
Jill (00:35):
Is the, uh, emphasis on SEO.
Yep.
The search influence webinar,for example.
Mm hmm.
Points out that whileinstitutions seem to grasp its
value.
Jack (00:46):
Uh huh.
Jill (00:46):
Over half.
Lack of solid strategy.
Jack (00:50):
Really?
Jill (00:50):
And this is where it gets interesting.
We're not just talking aboutbasic SEO anymore.
Right.
It's
Jack (00:55):
almost like SEO has become this hidden VIP.
Everyone at the party knows howimportant they are but nobody is
actually sure how to talk tothem.
Jill (01:02):
That's a great analogy.
Jack (01:04):
You know,
Jill (01:04):
it's particularly crucial in higher ed where competition
for attention is so Okay.
It's so fierce.
Jack (01:10):
Yeah.
Jill (01:11):
Think of it this way.
Your website is the foundationof your digital presence.
Jack (01:16):
Okay.
Jill (01:17):
It's the storefront, the welcome mat, the first
impression.
Jack (01:21):
Sure.
Jill (01:21):
Regardless of how students discover you, whether it's
through abs, social media, oreven word of mouth, they'll
likely end up on your website tolearn more.
Jack (01:30):
Of course.
Jill (01:30):
A strong SEO foundation ensures that your site is not
just Discoverable, but actuallyprovides a great user
experience, which in turnsupports all your other
marketing efforts.
Jack (01:41):
So it's almost like, uh, setting the stage before the
play even begins, right?
Jill (01:45):
Precisely.
You
Jack (01:46):
need a solid foundation before you can start wowing your
audience with fancy sets andcostumes.
Jill (01:51):
Exactly.
Now, speaking of wowing theaudience, that brings us to
another key point highlighted inseveral sources.
Jack (01:57):
Okay.
Jill (01:58):
Including those from LittleFox's marketing.
Jack (02:01):
The importance of creating delightful user experiences.
Jill (02:04):
Delightful.
Jack (02:05):
Particularly on critical pages like Visit admission, and
even tuition pages.
Jill (02:11):
See, those aren't exactly topics known for their
delightfulness, are they?
Right.
It sounds almostcounterintuitive.
How do you make something like atuition page delightful?
Jack (02:20):
It's a challenge, no doubt.
Jill (02:21):
Yeah.
Jack (02:21):
But it's possible.
Jill (02:22):
Okay.
Jack (02:23):
By using clear navigation, engaging visuals, and concise
messaging institutions, can makeeven these traditionally dry
topics More approachable anduser friendly.
Jill (02:32):
Okay.
Jack (02:33):
Imagine a tuition page that isn't just a wall of
numbers, Right.
but uses interactive tools tobreak down costs, Uh huh.
compare financial aid options,Yeah.
and even project potentialreturn on investment.
Jill (02:46):
Oh, wow.
Jack (02:46):
That's the kind of experience that can turn a
potentially stressful processinto something clear and
manageable.
Jill (02:52):
Okay.
So, we've got a solid foundationwith SEO and we're aiming for a
delightful user experience.
Right.
But there's another player inthis game that we can't ignore.
Jack (03:01):
Yes.
Jill (03:02):
AI.
Jack (03:02):
The Search Influence webinar specifically mentions
Google's AI generated summaries.
Jill (03:08):
Yes.
The
Jack (03:09):
AI overviews.
Jill (03:10):
Right.
And
Jack (03:10):
how they're changing the search game.
Jill (03:12):
Absolutely.
I've seen
Jack (03:13):
those.
Jill (03:13):
Yeah.
Yeah.
Yeah.
Jack (03:14):
They often dominate the search results page, pushing
down even the most optimizedorganic listings.
Jill (03:20):
Exactly, and this is where things get really interesting
from an SEO perspective.
Okay.
Institutions need to understandhow to optimize for AI search to
maintain visibility in this newlandscape.
Okay.
This might mean focusing onCommercial and transactional
keywords, evaluating keywordcompetition more strategically
(03:40):
and really aligning content withsearch intent to increase the
chances of being featured inthose AI overviews.
Jack (03:47):
So it's almost like playing a game where the rules
are constantly changing.
Jill (03:50):
Yeah.
Jack (03:51):
You have to be one step ahead anticipating the next move
or you risk getting left behind.
Right.
And it's not just AI shakingthings up.
Yeah.
The webinar also touches onanother significant shift.
Right.
That's impacting the digitalmarketing landscape.
Cookie deprecation.
Mm hmm.
With third party cookies slowlyfading into the sunset.
Jill (04:10):
Yeah.
Okay.
Jack (04:11):
Institutions really need to rethink their targeting
strategies.
Jill (04:14):
Absolutely.
Jack (04:15):
It's like losing your trusty compass in the middle of
an expedition.
Jill (04:18):
Yeah.
Jack (04:18):
How do you navigate without it?
Jill (04:20):
It's a valid concern.
The webinar suggests a few waysinstitutions can adapt.
One is prioritizing first partydata.
That valuable informationcollected directly from
prospective students throughwebsite interactions, forms, and
applications.
This data can be used to createcustom audiences for retargeting
and lookalike audiences toexpand reach.
(04:43):
Okay.
Think of it as building your owninternal compass.
Oh.
One that's even more precise andreliable.
Oh, yeah.
Because it's based on directinteractions with your target
audience.
Jack (04:53):
Makes sense.
Yeah.
So we're adapting to the worldof AI driven search.
Jill (04:57):
Uh huh.
Jack (04:58):
Navigating the Cookie less wilderness and building our own
internal compasses.
Yes.
But what about the actualcontent itself?
Yeah.
Where does social media fit intoall of this?
Jill (05:08):
That's where things get really interesting because
social media isn't just aboutposting on Facebook and
Instagram anymore.
Right.
The webinar highlights howsocial search is expanding
beyond those platforms.
Okay.
We're seeing social contentinfluencing in app searches and
even showing up prominently inGoogle search results.
Oh, wow.
This opens up a whole new avenuefor institutions to reach
(05:31):
prospective students.
Okay.
It's about being present wherethey're already engaging in
searching.
Jack (05:36):
So if a student is scrolling through TikTok or
searching within a specific app.
Jill (05:41):
Yeah.
Jack (05:42):
Their social media activity can actually influence.
What shows up in their Googlesearch results.
That's right.
That's incredible.
Jill (05:49):
Yeah.
Jack (05:49):
It really highlights how interconnected the digital world
is becoming.
Jill (05:53):
Precisely, and it's why institutions need to think
beyond traditional social mediaplatforms.
The webinar even suggestsconsidering platforms like
Reddit and Quora for educationmarketing.
Jack (06:04):
Reddit and Quora.
Those seem like unusual choicesfor higher education.
Jill (06:08):
They might seem unconventional, but they present
a unique opportunity to connectwith students authentically.
Reddit, for example, has massiveengaged communities where
students are already discussingtheir interests, asking
questions, and seeking advice byparticipating in these
communities.
Hosting AMAs with faculty andengaging in relevant
(06:31):
discussions.
Institutions can demonstratetheir expertise, build trust,
and connect with students in amore organic way.
Jack (06:40):
It's like ditching the megaphone and opting for a one
on one conversation instead.
Jill (06:44):
Instead of shouting
Jack (06:45):
your message from the rooftops, you're joining the
conversation already happeningat the grassroots level.
Jill (06:51):
Precisely.
It's about being part of thecommunity, offering value, and
establishing thought leadership
Jack (06:56):
rather
Jill (06:57):
than just Pushing marketing messages.
Jack (06:59):
This is all incredibly insightful.
Jill (07:01):
Yeah, we've
Jack (07:02):
covered a lot of ground in this first part of our deep
dive.
We've seen how crucial a solidSEO foundation is
Jill (07:09):
in
Jack (07:09):
the age of AI driven search.
How creating delightful userexperiences.
Yes.
Can transform even the mostmundane topics, and how social
media is evolving into somethingfar more influential than we
ever imagined.
Jill (07:23):
Absolutely.
Jack (07:24):
But there's much more to explore.
Jill (07:25):
There is.
Welcome back.
It's great to continue unpackingthese insights with you.
In this next part of our deepdive, let's shift our focus to
some specific examples andInnovative strategies being used
in higher education marketingtoday, because as marketers,
we're always looking forinspiration and fresh ideas,
right?
Jack (07:42):
Absolutely.
And one thing that really stoodout to me was the Terminal 4
blog post about how Australianuniversities are driving online
learning.
They seem to be setting the pacein many ways, particularly when
it comes to understanding theneeds.
Jill (07:57):
What's impressive about the Australian model is their
emphasis on flexibility andstudent support, especially for
online learners.
They recognize that thetraditional on campus experience
isn't feasible for everyone, sothey've built a system that
caters to diverse needs, withoptions like asynchronous
courses, multiple start dates,and part time study pathways.
Jack (08:18):
It's like they've cracked the code on making education
accessible to a wider audiencewithout compromising on quality.
This is something manyinstitutions struggle with.
Jill (08:27):
Yes, and it's a smart move, especially considering the
rising demand for online andflexible learning options.
Universities like UNSW andMonash are highlighted for their
efforts in creating a trulysupportive, Online learning
ecosystem.
They're not just dumping coursecontent online.
They're providing personalizedconsultations, offering virtual
student advisors, and eventailoring career services
(08:49):
specifically for onlinelearners.
Jack (08:50):
It's about creating a holistic experience that mirrors
or even surpasses the supportand guidance students would
receive on a physical campus.
That level of commitment toonline learners is impressive.
Jill (09:00):
Absolutely.
And this commitment extends totheir approach to curriculum
development as well.
The Australian model has astrong emphasis on industry
alignment.
Many universities are codesigning programs and courses
with industry partners, ensuringthat graduates are equipped with
the skills and experience thatemployers actually need.
Jack (09:19):
The Terminal 4 article mentions RMIT Online as a prime
example, partnering withcompanies like IBM and Amazon
Web Services to create techdriven programs that are highly
relevant to the current jobmarket.
Jill (09:30):
It's a strategic approach that benefits everyone involved.
Students gain valuable, realworld experience.
Employers get access to a poolof highly skilled graduates
ready to hit the ground running,and the university strengthens
its reputation for producingwork ready professionals.
Speaking
Jack (09:47):
of innovative approaches, the Terminal 4 article also
highlights the role ofcentralized learning platforms
in Australia, like the OpenUniversities Australia platform.
Jill (09:55):
That's another key differentiator.
These platforms allow studentsto seamlessly mix and match
courses from differentinstitutions, creating a highly
personalized and flexiblelearning experience.
Imagine being able to curateyour own educational journey,
picking and choosing the bestcourses from various
universities based on yourspecific interests and goals.
Jack (10:15):
It's like building your own degree a la carte.
That's a stark contrast to theoften fragmented approach we see
in other parts of the world,where universities rely on
various, often incompatiblelearning management systems.
Jill (10:27):
Exactly.
The Australian model is muchmore student centric in that
sense.
It puts the power of choice inthe hands of the learner.
And this focus on flexibilityextends beyond full degree
programs.
Australian universities are alsoleading the way in micro
credentials and lifelonglearning opportunities,
recognizing the growing need forshorter, more focused courses
that allow professionals toupskill quickly in specific
(10:49):
areas.
Jack (10:50):
The University of Melbourne was mentioned
specifically for theirimpressive micro credential
offerings in high demand fieldslike data science and
healthcare.
These micro credentials are agame changer.
They allow professionals to stayahead of the curve, acquire in
demand skills without committingto a full degree program, and
signal their expertise topotential employers.
Jill (11:11):
It's a smart strategy that addresses the evolving needs of
the modern workforce, wherecontinuous learning and
upskilling are essential forstaying relevant and
competitive.
Now while Australianuniversities are certainly
pushing boundaries, there'sanother global shift happening
that impacts you directly, theevolution of higher education
catalogs.
The SMI blog post points outthat catalogs are going digital,
(11:32):
ditching the bulky printedformat for a more dynamic and
engaging online experience.
Jack (11:36):
It makes sense.
In a world where everything isgoing digital, it was only a
matter of time before collegecatalogs caught up.
But what are the real advantagesof a digital catalog?
Is it just about being trendy,or are there tangible benefits
for both institutions andstudents?
Jill (11:51):
It's definitely more than just a trend.
The Modern Campus article delvesinto some of the key advantages
of digital catalogs,highlighting features like
enhanced searchability,personalized course planning
tools, and integration withother systems.
Think of it as transforming astatic brochure into an
interactive resource that catersto individual needs.
Jack (12:11):
I'm picturing a student being able to easily search for
specific courses or programs,filter by areas of interest,
maybe even create a personalizedacademic plan with a built in
course scheduler.
Jill (12:23):
It's
Jack (12:23):
like having a virtual advisor.
Right at your fingertips.
Jill (12:26):
Exactly.
We're seeing institutions likeBellevue College integrating a
career and program explorer intotheir digital catalog, while
Muskingum University allowsstudents to build personalized
academic plans using their MyPortfolio feature.
These are just a few examples ofhow digital catalogs are
becoming powerful tools thatenhance the student journey.
Jack (12:45):
It's about moving beyond simply listing courses and
programs to providing a trulyhelpful resource that guides
students through their decisionmaking process.
And speaking of unconventionalresources, the EMI blog post
also mentioned something thatcaught my attention.
The use of Reddit for educationmarketing.
Jill (13:02):
That's right.
Reddit is often overlooked byhigher education institutions.
But as the Think Orion articlepoints out, it has incredible
potential.
It boasts a massive andincredibly active user base,
offering a unique opportunity toconnect with students
authentically.
Jack (13:17):
I can see how it could be a powerful platform for hosting
AMAs with faculty or alumni oreven just participating in
relevant discussions to buildbrand awareness.
and engage with prospectivestudents in their own territory.
Jill (13:30):
Precisely.
It's about being part of theconversation, providing value
and establishing thoughtleadership in a space where
students are already activelyseeking information and engaging
with their peers.
The key, of course, is to avoidbeing overly promotional or
smammy.
It's about building genuinerelationships and fostering a
sense of community.
Jack (13:48):
It's about being a helpful resource rather than a pushy
salesperson.
So much of what we've discussedtoday revolves around this idea
of shifting from a broadcastmodel of marketing to a more
conversational and engagingapproach.
It's about meeting studentswhere they are understanding
their needs and providing realvalue.
Jill (14:07):
That's the essence of effective marketing in today's
world.
And in the final part of ourdeep dive, we'll explore how
this philosophy is being appliedto create delightful user
experiences, leverage thoughtleadership, and tap into the
power of platforms like LinkedInto connect with prospective
students on a deeper level.
Jack (14:25):
Welcome back to our deep dive into higher education
marketing.
Jill (14:28):
It's great to be back.
Jack (14:29):
As marketers ourselves, I think we can both agree that the
strategies we've uncovered sofar are pretty impressive.
Jill (14:34):
Yeah, for sure.
Jack (14:35):
But in this final part, let's, uh, focus on some of
those nuanced approachesinstitutions are using to really
stand out.
Jill (14:41):
Okay.
Jack (14:41):
And connect with prospective students on a
personal level.
Sounds good.
Earlier we talked about creatingdelightful user experiences.
It's not a phrase you typicallyhear in the context of college
applications or financial aidinformation.
Yeah,
Jill (14:54):
you don't often see those two things together, but that's
exactly why it's so important,as LittleFox's marketing points
out.
By focusing on UX, eventraditionally dry topics can
become engaging andapproachable.
It's about shifting theperception from chore to choice.
Jack (15:12):
They had some specific examples in their materials,
right?
Yes, they
Jill (15:15):
did.
Jack (15:15):
Like, uh, how to create a truly engaging visit page.
Jill (15:20):
Right.
Jack (15:20):
Or guide someone through the admissions process in a way
that doesn't make them want topull their hair out.
Jill (15:25):
Absolutely for visit pages.
Okay.
They emphasize the importance ofusing high quality visuals.
Okay.
Clear messaging and intuitivenavigation.
Right.
Think about it from a student'sperspective.
Right.
They're trying to imaginethemselves on campus
experiencing student life.
Yeah.
High quality photos and videosthat showcase the campus vibe.
Uh huh.
Testimonials from currentstudents.
(15:46):
And.
An easy way to schedule a tourcan make all the difference.
Yeah.
It's about selling theexperience, not just listing
facts and figures.
Jack (15:54):
It's like the difference between reading a travel
brochure.
Jill (15:56):
Yes.
Jack (15:57):
And actually watching a travel vlog.
Jill (15:59):
Exactly.
Jack (16:00):
One engages your senses and emotions while the other
just gives you information.
Jill (16:03):
Right, and when it comes to admissions pages,
transparency and clarity arekey.
No one wants to feel lost oroverwhelmed during the
application process.
Breaking down the steps into aclear and concise format, using
visual cues like icons orchecklists, and having a robust
FAQ section to address commonconcerns can significantly
(16:27):
improve the user experience.
Jack (16:29):
It's about taking a potentially stressful and
confusing process and making itfeel manageable and even, dare I
say, enjoyable.
Jill (16:39):
That's the goal.
Jack (16:39):
Okay, so we're creating delightful experiences on our
website.
Mm hmm.
But how do we get thoseprospective students there in
the first place?
Right.
Several sources mentionedleveraging thought leadership.
As a powerful strategy.
Jill (16:51):
It is.
Thought
Jack (16:51):
leadership is all about positioning your institution.
Right.
As a trusted source of knowledgeand expertise.
Jill (16:57):
Exactly.
Jack (16:57):
Carnegie Dartlet has a great piece on using LinkedIn
thought leader ads in highereducation marketing.
Jill (17:03):
I've seen that.
Jack (17:04):
Instead of just talking about how great your programs
are.
You let your experts do thetalking.
So it's about letting yourfaculty alumni Mm
Jill (17:13):
hmm.
Jack (17:13):
and other thought leaders showcase their expertise and
insights.
Jill (17:17):
Yes.
Jack (17:18):
Almost like giving them a platform to share their passions
and perspectives with the world.
Jill (17:22):
It's a much more authentic and engaging way to connect with
prospective students.
Jack (17:27):
Okay.
Jill (17:27):
Because people are more likely to trust information
coming from a recognized expertin the field.
Yeah.
Think about it.
Would you rather hear about agroundbreaking research project
from a marketing brochure orfrom the professor who actually
led this study?
Jack (17:42):
The article suggested using these Thought Leader ads
to highlight things like facultyresearch, student success
stories, and alumniachievements.
It's about demonstrating thevalue and impact of your
institution through real worldexamples and personal stories.
Jill (17:57):
Precisely.
And by using LinkedIn's powerfultargeting capabilities, you can
ensure that these messages arereaching the right audience,
those students who are mostlikely to be interested in what
your institution has to offer.
Makes sense.
Speaking of LinkedIn, the RGIconsulting piece talked about
using the platform to attractstudents with specific interests
(18:18):
and talents.
Okay.
It's about going beyond thegeneral, we're a great
university message.
Right.
And really targeting those nicheinterests.
Jack (18:27):
So, if you have a strong program in, say, robotics or
environmental science, you canuse LinkedIn to specifically
target students who arepassionate about those fields.
Jill (18:37):
Exactly.
It's about demonstrating thatyour institution understands and
values their specific interests,and that you have programs and
resources designed to help themachieve their unique goals.
They also suggested usingLinkedIn to share success
stories of alumni who haveexcelled in those areas.
It's like saying, look.
Here's what you can achieve ifyou choose our program.
Jack (18:57):
It's all about connecting with those prospective students
on a deeper, more personallevel, making them feel seen and
understood.
Jill (19:04):
That's what it's all about.
Jack (19:05):
It's been fascinating exploring these innovative
strategies with you.
Jill (19:08):
I agree.
Jack (19:09):
As marketers, it's inspiring to see how higher
education institutions areadapting to the ever changing
digital landscape.
Jill (19:17):
It really is the key takeaway for me is that in
today's world, it's not enoughto simply market at students,
Jack (19:22):
right?
Jill (19:23):
We have to market with them.
We
Jack (19:24):
do.
It's
Jill (19:25):
about building relationships, fostering genuine
connections and demonstratingreal value.
Jack (19:31):
It's about being a partner in their educational journey.
Jill (19:33):
Yes.
Jack (19:34):
Not just a vendor trying to sell them a product.
Jill (19:36):
Exactly.
Jack (19:37):
And that's what makes higher education marketing so
unique and so rewarding.
I think
Jill (19:40):
so.
Jack (19:41):
Well, there you have it.
A deep dive into the dynamicworld of higher education
marketing.
We hope this exploration hassparked some new ideas for you
as you navigate this evolvinglandscape.
Jill (19:53):
Until next time, keep learning, keep innovating, and
keep pushing the boundaries ofwhat's possible in higher
education marketing.
Okay, so let's, uh, dive into all this.
Sounds good.
You've, uh, shared a reallyinteresting collection of
materials with us.
Yeah.
Articles, blog posts, even awebinar recap.
Mm hmm.
And it's all centered aroundhigher education marketing in
2025.
Right.
So clearly you're trying to geta sense of how universities are
attracting those prospectivestudents.
In our increasingly digitalworld.
(00:20):
Of course.
And as fellow marketers.
Jill (00:22):
Yeah.
Jack (00:23):
We are very excited to take a look and, uh, break down
what your sources reveal aboutwhat's working and what's not.
Jill (00:31):
What's
Jack (00:32):
working, what's not.
Jill (00:32):
Yep.
Jack (00:33):
Yep.
Jill (00:33):
One thing that I find really fascinating.
Jack (00:35):
Yeah.
Jill (00:35):
Is the, uh, emphasis on SEO.
Yep.
The search influence webinar,for example.
Mm hmm.
Points out that whileinstitutions seem to grasp its
value.
Jack (00:46):
Uh huh.
Jill (00:46):
Over half.
Lack of solid strategy.
Jack (00:50):
Really?
Jill (00:50):
And this is where it gets interesting.
We're not just talking aboutbasic SEO anymore.
Right.
It's
Jack (00:55):
almost like SEO has become this hidden VIP.
Everyone at the party knows howimportant they are but nobody is
actually sure how to talk tothem.
Jill (01:02):
That's a great analogy.
Jack (01:04):
You know,
Jill (01:04):
it's particularly crucial in higher ed where competition
for attention is so Okay.
It's so fierce.
Jack (01:10):
Yeah.
Jill (01:11):
Think of it this way.
Your website is the foundationof your digital presence.
Jack (01:16):
Okay.
Jill (01:17):
It's the storefront, the welcome mat, the first
impression.
Jack (01:21):
Sure.
Jill (01:21):
Regardless of how students discover you, whether it's
through abs, social media, oreven word of mouth, they'll
likely end up on your website tolearn more.
Jack (01:30):
Of course.
Jill (01:30):
A strong SEO foundation ensures that your site is not
just Discoverable, but actuallyprovides a great user
experience, which in turnsupports all your other
marketing efforts.
Jack (01:41):
So it's almost like, uh, setting the stage before the
play even begins, right?
Jill (01:45):
Precisely.
You
Jack (01:46):
need a solid foundation before you can start wowing your
audience with fancy sets andcostumes.
Jill (01:51):
Exactly.
Now, speaking of wowing theaudience, that brings us to
another key point highlighted inseveral sources.
Jack (01:57):
Okay.
Jill (01:58):
Including those from LittleFox's marketing.
Jack (02:01):
The importance of creating delightful user experiences.
Jill (02:04):
Delightful.
Jack (02:05):
Particularly on critical pages like Visit admission, and
even tuition pages.
Jill (02:11):
See, those aren't exactly topics known for their
delightfulness, are they?
Right.
It sounds almostcounterintuitive.
How do you make something like atuition page delightful?
Jack (02:20):
It's a challenge, no doubt.
Jill (02:21):
Yeah.
Jack (02:21):
But it's possible.
Jill (02:22):
Okay.
Jack (02:23):
By using clear navigation, engaging visuals, and concise
messaging institutions, can makeeven these traditionally dry
topics More approachable anduser friendly.
Jill (02:32):
Okay.
Jack (02:33):
Imagine a tuition page that isn't just a wall of
numbers, Right.
but uses interactive tools tobreak down costs, Uh huh.
compare financial aid options,Yeah.
and even project potentialreturn on investment.
Jill (02:46):
Oh, wow.
Jack (02:46):
That's the kind of experience that can turn a
potentially stressful processinto something clear and
manageable.
Jill (02:52):
Okay.
So, we've got a solid foundationwith SEO and we're aiming for a
delightful user experience.
Right.
But there's another player inthis game that we can't ignore.
Jack (03:01):
Yes.
Jill (03:02):
AI.
Jack (03:02):
The Search Influence webinar specifically mentions
Google's AI generated summaries.
Jill (03:08):
Yes.
The
Jack (03:09):
AI overviews.
Jill (03:10):
Right.
And
Jack (03:10):
how they're changing the search game.
Jill (03:12):
Absolutely.
I've seen
Jack (03:13):
those.
Jill (03:13):
Yeah.
Yeah.
Yeah.
Jack (03:14):
They often dominate the search results page, pushing
down even the most optimizedorganic listings.
Jill (03:20):
Exactly, and this is where things get really interesting
from an SEO perspective.
Okay.
Institutions need to understandhow to optimize for AI search to
maintain visibility in this newlandscape.
Okay.
This might mean focusing onCommercial and transactional
keywords, evaluating keywordcompetition more strategically
(03:40):
and really aligning content withsearch intent to increase the
chances of being featured inthose AI overviews.
Jack (03:47):
So it's almost like playing a game where the rules
are constantly changing.
Jill (03:50):
Yeah.
Jack (03:51):
You have to be one step ahead anticipating the next move
or you risk getting left behind.
Right.
And it's not just AI shakingthings up.
Yeah.
The webinar also touches onanother significant shift.
Right.
That's impacting the digitalmarketing landscape.
Cookie deprecation.
Mm hmm.
With third party cookies slowlyfading into the sunset.
Jill (04:10):
Yeah.
Okay.
Jack (04:11):
Institutions really need to rethink their targeting
strategies.
Jill (04:14):
Absolutely.
Jack (04:15):
It's like losing your trusty compass in the middle of
an expedition.
Jill (04:18):
Yeah.
Jack (04:18):
How do you navigate without it?
Jill (04:20):
It's a valid concern.
The webinar suggests a few waysinstitutions can adapt.
One is prioritizing first partydata.
That valuable informationcollected directly from
prospective students throughwebsite interactions, forms, and
applications.
This data can be used to createcustom audiences for retargeting
and lookalike audiences toexpand reach.
(04:43):
Okay.
Think of it as building your owninternal compass.
Oh.
One that's even more precise andreliable.
Oh, yeah.
Because it's based on directinteractions with your target
audience.
Jack (04:53):
Makes sense.
Yeah.
So we're adapting to the worldof AI driven search.
Jill (04:57):
Uh huh.
Jack (04:58):
Navigating the Cookie less wilderness and building our own
internal compasses.
Yes.
But what about the actualcontent itself?
Yeah.
Where does social media fit intoall of this?
Jill (05:08):
That's where things get really interesting because
social media isn't just aboutposting on Facebook and
Instagram anymore.
Right.
The webinar highlights howsocial search is expanding
beyond those platforms.
Okay.
We're seeing social contentinfluencing in app searches and
even showing up prominently inGoogle search results.
Oh, wow.
This opens up a whole new avenuefor institutions to reach
(05:31):
prospective students.
Okay.
It's about being present wherethey're already engaging in
searching.
Jack (05:36):
So if a student is scrolling through TikTok or
searching within a specific app.
Jill (05:41):
Yeah.
Jack (05:42):
Their social media activity can actually influence.
What shows up in their Googlesearch results.
That's right.
That's incredible.
Jill (05:49):
Yeah.
Jack (05:49):
It really highlights how interconnected the digital world
is becoming.
Jill (05:53):
Precisely, and it's why institutions need to think
beyond traditional social mediaplatforms.
The webinar even suggestsconsidering platforms like
Reddit and Quora for educationmarketing.
Jack (06:04):
Reddit and Quora.
Those seem like unusual choicesfor higher education.
Jill (06:08):
They might seem unconventional, but they present
a unique opportunity to connectwith students authentically.
Reddit, for example, has massiveengaged communities where
students are already discussingtheir interests, asking
questions, and seeking advice byparticipating in these
communities.
Hosting AMAs with faculty andengaging in relevant
(06:31):
discussions.
Institutions can demonstratetheir expertise, build trust,
and connect with students in amore organic way.
Jack (06:40):
It's like ditching the megaphone and opting for a one
on one conversation instead.
Jill (06:44):
Instead of shouting
Jack (06:45):
your message from the rooftops, you're joining the
conversation already happeningat the grassroots level.
Jill (06:51):
Precisely.
It's about being part of thecommunity, offering value, and
establishing thought leadership
Jack (06:56):
rather
Jill (06:57):
than just Pushing marketing messages.
Jack (06:59):
This is all incredibly insightful.
Jill (07:01):
Yeah, we've
Jack (07:02):
covered a lot of ground in this first part of our deep
dive.
We've seen how crucial a solidSEO foundation is
Jill (07:09):
in
Jack (07:09):
the age of AI driven search.
How creating delightful userexperiences.
Yes.
Can transform even the mostmundane topics, and how social
media is evolving into somethingfar more influential than we
ever imagined.
Jill (07:23):
Absolutely.
Jack (07:24):
But there's much more to explore.
Jill (07:25):
There is.
Welcome back.
It's great to continue unpackingthese insights with you.
In this next part of our deepdive, let's shift our focus to
some specific examples andInnovative strategies being used
in higher education marketingtoday, because as marketers,
we're always looking forinspiration and fresh ideas,
right?
Jack (07:42):
Absolutely.
And one thing that really stoodout to me was the Terminal 4
blog post about how Australianuniversities are driving online
learning.
They seem to be setting the pacein many ways, particularly when
it comes to understanding theneeds.
Jill (07:57):
What's impressive about the Australian model is their
emphasis on flexibility andstudent support, especially for
online learners.
They recognize that thetraditional on campus experience
isn't feasible for everyone, sothey've built a system that
caters to diverse needs, withoptions like asynchronous
courses, multiple start dates,and part time study pathways.
Jack (08:18):
It's like they've cracked the code on making education
accessible to a wider audiencewithout compromising on quality.
This is something manyinstitutions struggle with.
Jill (08:27):
Yes, and it's a smart move, especially considering the
rising demand for online andflexible learning options.
Universities like UNSW andMonash are highlighted for their
efforts in creating a trulysupportive, Online learning
ecosystem.
They're not just dumping coursecontent online.
They're providing personalizedconsultations, offering virtual
student advisors, and eventailoring career services
(08:49):
specifically for onlinelearners.
Jack (08:50):
It's about creating a holistic experience that mirrors
or even surpasses the supportand guidance students would
receive on a physical campus.
That level of commitment toonline learners is impressive.
Jill (09:00):
Absolutely.
And this commitment extends totheir approach to curriculum
development as well.
The Australian model has astrong emphasis on industry
alignment.
Many universities are codesigning programs and courses
with industry partners, ensuringthat graduates are equipped with
the skills and experience thatemployers actually need.
Jack (09:19):
The Terminal 4 article mentions RMIT Online as a prime
example, partnering withcompanies like IBM and Amazon
Web Services to create techdriven programs that are highly
relevant to the current jobmarket.
Jill (09:30):
It's a strategic approach that benefits everyone involved.
Students gain valuable, realworld experience.
Employers get access to a poolof highly skilled graduates
ready to hit the ground running,and the university strengthens
its reputation for producingwork ready professionals.
Speaking
Jack (09:47):
of innovative approaches, the Terminal 4 article also
highlights the role ofcentralized learning platforms
in Australia, like the OpenUniversities Australia platform.
Jill (09:55):
That's another key differentiator.
These platforms allow studentsto seamlessly mix and match
courses from differentinstitutions, creating a highly
personalized and flexiblelearning experience.
Imagine being able to curateyour own educational journey,
picking and choosing the bestcourses from various
universities based on yourspecific interests and goals.
Jack (10:15):
It's like building your own degree a la carte.
That's a stark contrast to theoften fragmented approach we see
in other parts of the world,where universities rely on
various, often incompatiblelearning management systems.
Jill (10:27):
Exactly.
The Australian model is muchmore student centric in that
sense.
It puts the power of choice inthe hands of the learner.
And this focus on flexibilityextends beyond full degree
programs.
Australian universities are alsoleading the way in micro
credentials and lifelonglearning opportunities,
recognizing the growing need forshorter, more focused courses
that allow professionals toupskill quickly in specific
(10:49):
areas.
Jack (10:50):
The University of Melbourne was mentioned
specifically for theirimpressive micro credential
offerings in high demand fieldslike data science and
healthcare.
These micro credentials are agame changer.
They allow professionals to stayahead of the curve, acquire in
demand skills without committingto a full degree program, and
signal their expertise topotential employers.
Jill (11:11):
It's a smart strategy that addresses the evolving needs of
the modern workforce, wherecontinuous learning and
upskilling are essential forstaying relevant and
competitive.
Now while Australianuniversities are certainly
pushing boundaries, there'sanother global shift happening
that impacts you directly, theevolution of higher education
catalogs.
The SMI blog post points outthat catalogs are going digital,
(11:32):
ditching the bulky printedformat for a more dynamic and
engaging online experience.
Jack (11:36):
It makes sense.
In a world where everything isgoing digital, it was only a
matter of time before collegecatalogs caught up.
But what are the real advantagesof a digital catalog?
Is it just about being trendy,or are there tangible benefits
for both institutions andstudents?
Jill (11:51):
It's definitely more than just a trend.
The Modern Campus article delvesinto some of the key advantages
of digital catalogs,highlighting features like
enhanced searchability,personalized course planning
tools, and integration withother systems.
Think of it as transforming astatic brochure into an
interactive resource that catersto individual needs.
Jack (12:11):
I'm picturing a student being able to easily search for
specific courses or programs,filter by areas of interest,
maybe even create a personalizedacademic plan with a built in
course scheduler.
Jill (12:23):
It's
Jack (12:23):
like having a virtual advisor.
Right at your fingertips.
Jill (12:26):
Exactly.
We're seeing institutions likeBellevue College integrating a
career and program explorer intotheir digital catalog, while
Muskingum University allowsstudents to build personalized
academic plans using their MyPortfolio feature.
These are just a few examples ofhow digital catalogs are
becoming powerful tools thatenhance the student journey.
Jack (12:45):
It's about moving beyond simply listing courses and
programs to providing a trulyhelpful resource that guides
students through their decisionmaking process.
And speaking of unconventionalresources, the EMI blog post
also mentioned something thatcaught my attention.
The use of Reddit for educationmarketing.
Jill (13:02):
That's right.
Reddit is often overlooked byhigher education institutions.
But as the Think Orion articlepoints out, it has incredible
potential.
It boasts a massive andincredibly active user base,
offering a unique opportunity toconnect with students
authentically.
Jack (13:17):
I can see how it could be a powerful platform for hosting
AMAs with faculty or alumni oreven just participating in
relevant discussions to buildbrand awareness.
and engage with prospectivestudents in their own territory.
Jill (13:30):
Precisely.
It's about being part of theconversation, providing value
and establishing thoughtleadership in a space where
students are already activelyseeking information and engaging
with their peers.
The key, of course, is to avoidbeing overly promotional or
smammy.
It's about building genuinerelationships and fostering a
sense of community.
Jack (13:48):
It's about being a helpful resource rather than a pushy
salesperson.
So much of what we've discussedtoday revolves around this idea
of shifting from a broadcastmodel of marketing to a more
conversational and engagingapproach.
It's about meeting studentswhere they are understanding
their needs and providing realvalue.
Jill (14:07):
That's the essence of effective marketing in today's
world.
And in the final part of ourdeep dive, we'll explore how
this philosophy is being appliedto create delightful user
experiences, leverage thoughtleadership, and tap into the
power of platforms like LinkedInto connect with prospective
students on a deeper level.
Jack (14:25):
Welcome back to our deep dive into higher education
marketing.
Jill (14:28):
It's great to be back.
Jack (14:29):
As marketers ourselves, I think we can both agree that the
strategies we've uncovered sofar are pretty impressive.
Jill (14:34):
Yeah, for sure.
Jack (14:35):
But in this final part, let's, uh, focus on some of
those nuanced approachesinstitutions are using to really
stand out.
Jill (14:41):
Okay.
Jack (14:41):
And connect with prospective students on a
personal level.
Sounds good.
Earlier we talked about creatingdelightful user experiences.
It's not a phrase you typicallyhear in the context of college
applications or financial aidinformation.
Yeah,
Jill (14:54):
you don't often see those two things together, but that's
exactly why it's so important,as LittleFox's marketing points
out.
By focusing on UX, eventraditionally dry topics can
become engaging andapproachable.
It's about shifting theperception from chore to choice.
Jack (15:12):
They had some specific examples in their materials,
right?
Yes, they
Jill (15:15):
did.
Jack (15:15):
Like, uh, how to create a truly engaging visit page.
Jill (15:20):
Right.
Jack (15:20):
Or guide someone through the admissions process in a way
that doesn't make them want topull their hair out.
Jill (15:25):
Absolutely for visit pages.
Okay.
They emphasize the importance ofusing high quality visuals.
Okay.
Clear messaging and intuitivenavigation.
Right.
Think about it from a student'sperspective.
Right.
They're trying to imaginethemselves on campus
experiencing student life.
Yeah.
High quality photos and videosthat showcase the campus vibe.
Uh huh.
Testimonials from currentstudents.
(15:46):
And.
An easy way to schedule a tourcan make all the difference.
Yeah.
It's about selling theexperience, not just listing
facts and figures.
Jack (15:54):
It's like the difference between reading a travel
brochure.
Jill (15:56):
Yes.
Jack (15:57):
And actually watching a travel vlog.
Jill (15:59):
Exactly.
Jack (16:00):
One engages your senses and emotions while the other
just gives you information.
Jill (16:03):
Right, and when it comes to admissions pages,
transparency and clarity arekey.
No one wants to feel lost oroverwhelmed during the
application process.
Breaking down the steps into aclear and concise format, using
visual cues like icons orchecklists, and having a robust
FAQ section to address commonconcerns can significantly
(16:27):
improve the user experience.
Jack (16:29):
It's about taking a potentially stressful and
confusing process and making itfeel manageable and even, dare I
say, enjoyable.
Jill (16:39):
That's the goal.
Jack (16:39):
Okay, so we're creating delightful experiences on our
website.
Mm hmm.
But how do we get thoseprospective students there in
the first place?
Right.
Several sources mentionedleveraging thought leadership.
As a powerful strategy.
Jill (16:51):
It is.
Thought
Jack (16:51):
leadership is all about positioning your institution.
Right.
As a trusted source of knowledgeand expertise.
Jill (16:57):
Exactly.
Jack (16:57):
Carnegie Dartlet has a great piece on using LinkedIn
thought leader ads in highereducation marketing.
Jill (17:03):
I've seen that.
Jack (17:04):
Instead of just talking about how great your programs
are.
You let your experts do thetalking.
So it's about letting yourfaculty alumni Mm
Jill (17:13):
hmm.
Jack (17:13):
and other thought leaders showcase their expertise and
insights.
Jill (17:17):
Yes.
Jack (17:18):
Almost like giving them a platform to share their passions
and perspectives with the world.
Jill (17:22):
It's a much more authentic and engaging way to connect with
prospective students.
Jack (17:27):
Okay.
Jill (17:27):
Because people are more likely to trust information
coming from a recognized expertin the field.
Yeah.
Think about it.
Would you rather hear about agroundbreaking research project
from a marketing brochure orfrom the professor who actually
led this study?
Jack (17:42):
The article suggested using these Thought Leader ads
to highlight things like facultyresearch, student success
stories, and alumniachievements.
It's about demonstrating thevalue and impact of your
institution through real worldexamples and personal stories.
Jill (17:57):
Precisely.
And by using LinkedIn's powerfultargeting capabilities, you can
ensure that these messages arereaching the right audience,
those students who are mostlikely to be interested in what
your institution has to offer.
Makes sense.
Speaking of LinkedIn, the RGIconsulting piece talked about
using the platform to attractstudents with specific interests
(18:18):
and talents.
Okay.
It's about going beyond thegeneral, we're a great
university message.
Right.
And really targeting those nicheinterests.
Jack (18:27):
So, if you have a strong program in, say, robotics or
environmental science, you canuse LinkedIn to specifically
target students who arepassionate about those fields.
Jill (18:37):
Exactly.
It's about demonstrating thatyour institution understands and
values their specific interests,and that you have programs and
resources designed to help themachieve their unique goals.
They also suggested usingLinkedIn to share success
stories of alumni who haveexcelled in those areas.
It's like saying, look.
Here's what you can achieve ifyou choose our program.
Jack (18:57):
It's all about connecting with those prospective students
on a deeper, more personallevel, making them feel seen and
understood.
Jill (19:04):
That's what it's all about.
Jack (19:05):
It's been fascinating exploring these innovative
strategies with you.
Jill (19:08):
I agree.
Jack (19:09):
As marketers, it's inspiring to see how higher
education institutions areadapting to the ever changing
digital landscape.
Jill (19:17):
It really is the key takeaway for me is that in
today's world, it's not enoughto simply market at students,
Jack (19:22):
right?
Jill (19:23):
We have to market with them.
We
Jack (19:24):
do.
It's
Jill (19:25):
about building relationships, fostering genuine
connections and demonstratingreal value.
Jack (19:31):
It's about being a partner in their educational journey.
Jill (19:33):
Yes.
Jack (19:34):
Not just a vendor trying to sell them a product.
Jill (19:36):
Exactly.
Jack (19:37):
And that's what makes higher education marketing so
unique and so rewarding.
I think
Jill (19:40):
so.
Jack (19:41):
Well, there you have it.
A deep dive into the dynamicworld of higher education
marketing.
We hope this exploration hassparked some new ideas for you
as you navigate this evolvinglandscape.
Jill (19:53):
Until next time, keep learning, keep innovating, and
keep pushing the boundaries ofwhat's possible in higher
education marketing.
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