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4 Education Marketing Trends to Keep an Eye on in 2017

January 10, 2017

By sbalter@hubspot.com (Sam Balter)

Efficient Education Marketing Machine - Free Ebook

Content, SEO and email marketing are not going away but it’s important to stay ahead of the curve so you don’t fall behind. Here are some of 2017 education marketing trends that will help you to stay ahead of the curve.

Video Goes Big and Goes Live

The powerhouse engagement stats for video content keep growing. People watch more content online. Nearly half of Millennial digital video consumption happening on mobile. Incorporating video into your content plans is no longer optional. Eighty-six percent of colleges already have a presence on YouTube. Next year, it’s all about live video.

Facebook Live (Facebook’s live streaming app) is now available to all. It’s being heavily promoted on that old video channel – your television. YouTube continues to improve its own live stream functionality.

Fortunately, campuses are natural hives for creating compelling live video. Any school event can be live streamed (as long as your school policies permit this). “Student on the street” interviews about a hot topic of the day. Day in the life videos for different student personas. Clips from classes and lectures.

Your school has tons of live action worth streaming live. You can even continue to repurpose video recorded as part of a live stream into future content.

People Value Experiences – Make It Real

Nothing connects people together more than sharing a real-world experience. People want experiences that make them feel. That’s what they’ll post on Instagram and Snapchat. If your school only exists in their heads, it doesn’t feel real to your prospects.

Experiential marketing is about giving prospects an opportunity to engage with your school 1:1. They don’t have to be on the school’s grounds at the time. On-campus tours and interviews are great ways to pull in high value prospects. But experience marketing is something a bit different.

Think about how many school fairs or communities your school visits to drive recruitment. You can do more than just have a table. One Canadian university brought a photo booth to fairs. Prospective students created customized photos of themselves. Then they created new ones to show how they saw themselves in a new field.

Here are some more experiential marketing examples.

People can’t stop sharing first-hand experiences that move their hearts and souls. Use digital channels to drive people to the experience. They’ll help you amplify the campaign’s reach — making it far more effective than if it just sat on your website.

Prospects Expect Personalized, Relevant Content

For years, e-commerce and social media sites have been customizing our web experiences. It’s been normal, expected. Now we expect all our digital engagements to provide that sort of personalization. There’s too much content out there to consume for a school to catch anyone’s eye with generic content.

Personalizing content requires much more than inserting a prospect’s name into an email. Effective personalization is providing the most relevant content. You learn this when you analyze their online behavior. What content do they consume? On …read more

Source:: HubSpot Blog

      

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