7 Marketing Strategies to Increase Student Enrollment in Higher Ed

Student enrollment dynamics in the higher education system are shifting rapidly. In the US, we’re witnessing a steady decline in college enrollment rates. This is in stark contrast to rising educational attainments in other nations. Countries like China and India are on track to eclipse the US in the overall number of college-educated adults. This is happening at a time when American institutions are faced with a dual challenge – a shrinking enrollment pipeline at home and intensified global competition.

The role of marketing in higher education has never been more critical given these realities. The right strategies can reverse current downward trends by injecting new vitality into student enrollment efforts. Thoughtful and targeted marketing approaches can empower institutions to adapt to changing tides and ensure they continue to attract and engage prospective students effectively.

1. Understanding Student Choices

Selecting an institution is a pivotal moment in a student’s journey and is often influenced by various key factors. According to the Salesforce Connected Student Report, nearly half of all students point to future job opportunities as the guiding criterion in selecting educational institutions. It is incumbent upon these Institutions, therefore, to craft marketing messages that spotlight clear career pathways and alumni success.

Email remains a preferred communication channel for over half of the student population, which emphasizes the need for institutions to leverage personalized and informative email marketing. The shift towards flexible learning options is also significant, with 40% of academic staff noting a pivot in this direction. 

2. SEO-Driven Strategies

An effective SEO approach begins with crafting quality educational content that can elevate a website’s ranking on search engines. The content should be informative and engaging, addressing key concerns and interests of potential students and their parents.

The use of long-tail keywords, such as ‘affordable MBA programs in New York’ instead of a generic ‘MBA programs’, for instance, can make a lot of difference. These keywords cater to high-intent search queries used by prospective students who are further along in their decision-making process.

Comprehensive optimization requires detailed keyword research. It’s essential to pinpoint terms that match an institution’s programs and what students are loo  in king for. Integrating relevant keywords throughout the website, including internal links and image descriptions, helps boost visibility on search engines.

Local SEO is another important element, as many students search for institutions in particular geographic locations. A current and complete Google Business Profile can significantly boost an institution’s visibility in local search results and on Google Maps. This is especially helpful for students who consider location a key factor in their college search.

3. Social Media and Branding

Social media is a powerful platform for higher education institutions seeking to expand their reach. It’s where a majority of 18 to 29-year-olds spend their online hours, making it a prime channel for audience building. An overwhelming 95.52% of institutions now harness social media to connect with students, a significant increase from less than 60% just five years ago. This surge underlines the importance of a strategic online presence, where active engagement through resonant content can attract key demographics. 

Consistency in branding across all online and offline channels is non-negotiable. A unified brand, marked by a distinctive voice and visual identity as per the institution’s guidelines, builds familiarity and trust. This distinguishes it from competitors and appeals to students who are the right fit.

Leveraging influencers and advocates is also pivotal to shaping the appeal of higher education institutions. Student ambassadors acting as brand advocates have become integral to this process. With 95% of respondents affirming the importance of student-to-student contact, the value of testimonials and shared experiences from current students and alumni is clear.

Experiential marketing strategies in higher education can provide prospective students with a tangible sense of what awaits them beyond the digital interface. For instance, arranging for prospective students to shadow alumni in internships and workplaces allows them to witness the practical application of your institution’s programs firsthand. 

Job fairs open to potential students can also offer a window into the career opportunities that may be available post-graduation. Immersive experiences like overnight stays in dorms, access to campus amenities, and participation in social activities are other ways of giving access to an authentic taste of student life. 

4. Targeted Outreach

An effective enrollment marketing strategy to attract students requires a keen understanding of one’s audience. Personalized follow-up emails that reflect prospective student interests and interactions can significantly boost engagement and move them further along the enrollment funnel.

A key component of this targeted communication is the inclusion of financial aid information. Transparent messaging about scholarships, grants, and financial aid options addresses a major concern for many students and can be a deciding factor in their college selection process.

Equally important is winning the support of a student’s wider circle of influence—parents and family members. Crafting content that resonates with families and provides them with the information they need can turn them into advocates for your institution. It plays a critical role in the student’s decision-making journey. 

5. Live Chat and Direct Engagement

Live chat features are a standout tool for real-time engagement. They facilitate instant communication, giving students immediate access to information and support. This immediacy enhances the student experience by enabling direct engagement with the authentic voices of those already immersed in the campus culture — current students and faculty. 

Live chat also serves as a rich data source, capturing the nuances of prospective student inquiries and concerns. This data is a goldmine for institutions, as it can inform more personalized and effective engagement strategies. By analyzing these interactions, universities can tailor their communication to align more closely with student interests and create customized experiences that are personal and relevant.

Unibuddy is a leading solution that helps to bridge the gap between potential students and university representatives through a user-friendly interface. It streamlines the process of connecting prospective students with the right ambassadors and staff by provides advanced analytics so you can transform conversations into actionable insights. These insights empower institutions to continuously refine their outreach and ensure every prospective student feels seen, heard, and valued. 

6. Innovative Approaches

Harnessing the power of innovation can significantly enhance a higher education institution’s marketing strategies to increase student enrollment. Starting a podcast, for example, can captivate the 18 to 29-year-old age group that is increasingly turning to this medium for insights and entertainment. It’s an opportunity to discuss topics ranging from course details to student life and provide a platform for deeper engagement with potential students.

Creating engaging campus videos for platforms like YouTube and TikTok can also play a significant role. These platforms are ideal for showcasing the vibrancy of campus life and allow students to virtually experience the social and academic environment they may soon join.

Taking a mobile-first approach is another key aspect in today’s market, where a majority of content is consumed on mobile devices. Ensuring websites are mobile-friendly and utilizing chatbots to streamline the navigation experience for the prospective student is paramount.

7. User Generated Content 

User Generated Content is significantly impactful on decision-making and brand recognition. Check out these stats from Trend.io:

86% of millennials say that User Generated Content is a good indicator of the quality of a brand.

70% of consumers trust online peer reviews and recommendations more than professional content and copy.

Using the authenticity that comes from user generated content is a great way to boost brand trust, and also engage your prospective students. 

Universities across the world are effectively utilizing their students as content creators. They’re digital natives who are more than happy to create impressive and creative content in a range of mediums. 

Students as content creators

If you don’t engage your student content creators, your students are still creating content anyway! “A Day in the Life of a Harvard Student”, an independently created student vlog, is the most viewed university life video on YouTube, with 6.9 million views. Prospective students are looking for this content, and your students will create it – your university should engage with that! 

Newcastle University’s Faculty of Humanities and Social Sciences decided to start utilizing student-created content in their marketing efforts. 

Each month, the faculty gives their ambassadors a topic to write about (based on their content calendar for the year). They also provide a template to help them write their blog. 

As Valentina Terrinoni, Marketing and Student Recruitment Officer, said: “We really wanted relevant information we can use to support prospective students from shortlisting to making their final choice.”

To date, their students have written over 600 blogs on a range of topics! 

Example topics and ideas for your university blog

Titles of recent blogs by Newcastle include: 

• The 5 best things about studying politics at Newcastle University
• 6 reasons to study Linguistics and Japanese at Newcastle
• Writing a personal statement for Journalism, Media and Culture
• How I chose the right university for me
• Where I think my Archaeology MA will take me
• Studying Language and Business in the North East
• How to Prepare for Studying Classics & Ancient History at Newcastle University
• What to Expect From Your First Week Studying Geography

The impact of User Generated Content for Higher Education

The impact was huge! 

They have received 12,000 unique views and also high conversion from reading a blog to starting a chat. After viewing the blogs page, students were 3x more likely to start a Unibuddy chat than those who hadn’t viewed the blogs page. 

Katrina Savage, Head of Student Recruitment and Marketing, for the Faculty of Humanities and Social Sciences, said: “We know the power that a credible voice has, and all of the research and our experience shows that authenticity and authentic content works, this is why Unibuddy blog content is so important to us. 

“Our student ambassadors are so in tune with the university. We don’t tell them what to say, but they’re saying wonderful things anyway.

“They know the university and are sharing the great experience they are having at Newcastle, as well as really useful advice and tips.

The secret behind successful higher ed marketing?

Community marketing! Explore how 33+ universities have leveraged key strategies to stand out among the crowd.

“It’s a fabulous platform to engage with prospects and applicants, and I’ve seen that value of Unibuddy and the credible voice through the impact it has on engagement.’’

Transform Your Enrollment: Embrace Innovation with Unibuddy

As higher education institutions confront a shifting enrollment landscape, employing strategic marketing techniques is vital for capturing the interest and commitment of prospective students. Adopting these innovative tactics, from SEO to social media engagement, helps institutions connect with students in meaningful ways.