DM for Education

7/27/2019 DM for Education

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Customer Acquisition via Social Media A recent study reveals that higher education

institutions in North America said they have acquired new customers through social

media sites and/or blogs.

Specifically, 72% of those in the higher education industry said they acquired new

customers through Facebook; 47% said the same about Twitter; and 33% generated

customers using LinkedIn.

Meanwhile, 67% of those in the higher education industry reported an increase in

customer acquisition through their company blog.

In2009, 30.7% of higher education professionals admitted to using Twitter, and in just one

year this number increased to 35.2%.

The percentage of education professionals that have never used Twitter at all has

decreased over 12 months, from 56.4% in 2009 to 47.9% in 2010.


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On the social front, educational institutions are using social media technologies like

blogs, Facebook and Twitter to share news, general info, updates and to connect with

their student and teacher population.

As of March 2011, the educational sector was ranked as the 5th most common industry

on LinkedIn.

5.4 million LinkedIn users worldwide in the education industry in March 2011.

6.2 million users in the medical industry.

6.9 million users in the manufacturing industry.9.6 million users in the finance industry.

11.6 million users in the high tech industry.

YouTube is utilized to help broadcast student testimonials and showcase student

experiences to prospective students and parents.

some educational institutions have jumped onto the social and mobile train sooner than

others, below is where we see the majority making considerations from a strategy

standpoint.


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Digital Marketing in Educational InstitutionsDigital Marketing is the use of digital channels for the promotion of a business or

brand. Digital channels include but are not limited to emails, mobile phones, socialnetworking etc.

The increased use of internet and digital media is a major influence in the field of

education today. The education sector is a completely revolutionized sector since the

majority of the population of students are the users of the internet.

This has a direct implication on the fact that educational institutions and universities

need to make increased use of the internet and mobile devices to reach out to more

students.

And digital marketing is the best method that can be adopted by the educational

institutions to reach out to prospective students.


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Why is Digital Marketing the best means to impress

students.

There are various reasons that make digital marketing the best means of reaching out

to the majority of the student population today. Some of these are:

Prospective students are already searching online for educational and training courses.

Students spend more time on the internet rather in front of other media including

television.

Display advertisements on the internet are highly effective and outperform traditional

advertising.

Parents and guardians have started to judge a school or college based on its website

and its online presence.

Most students have also begun to judge a school or college through its online presence.

The internet is today the most favored channel for applying and making admission

queries.

Expatriates and outstation students rely heavily on the web for college admissions.

Parents and students now consider web as the most convenient means for carrying out

admission processes.


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The various aspects of Digital Marketing for an

educational institution:Institutions that impart higher education are using digital marketing as one of the most

preferred means of engaging students. These educational institutions follow a step by

step approach and a well planned strategy that is implemented in the right manner.

Now, for higher educational institutions, the target is obviously the students. Of the

various students, there will be a market of the mature students who are the actual target

audience of the educational institutions because of the fact that they research in detailabout the courses and career options.

When devising digital marketing strategies, the educational institutions need to consider

the fact that the needs of every student are different and thus various types of

communication and discussion channels may be required to be set up so that the needs

of every prospective client is met in the best manner possible.

One of the most important things that educational institutions need to keep in mind is

the fact that most internet users do not go beyond the first three pages of the search

engines to look for the required information.


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The role of Social Media in Digital MarketingDigital marketing enables the educational institutions to make use of the power of

social media. Various social media sites can be used to share the information with aglobal audience.

The presence of such information on

social networking sites is instrumental ininfluencing the decision making process

of the students. One of the main reasons

why educational institutions can make

use of social media is the fact that 99% of

the student population has presence on

the social networking websites.


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Advantages of Digital Marketing for educational

institutionsEducational institutions can gain in the following ways by using digital marketing:

Cost Effective: Most online marketing platforms are affordable compared to traditional

marketing methods. Online Marketing methods such as social media, email, RSS feeds

and mobile marketing require very little implementation cost or investment.

Instantaneous Feedback: Online marketing platforms offer instantaneous feedback as

messages can be relayed immediately and instant feedback can be received.


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Measurable: There are varied tools which can

be used to measure digital marketing

effectiveness. Since this type of marketing is

highly targeted and in most cases uses

permission based marketing.

Easily Accessible Tools: Digital marketing tools or

platforms are easily accessible and as a result producebetter results. Using digital marketing forms such as social

networking sites like Facebook, Google+, Twitter, and

others

High Conversion Rates: SMS and email are some of thedigital marketing forms that receive high response rates

due to the fact that they are personal and educational

institutions can easily target the audience in the right

manner.


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Digital Marketing to Attract Prospective Students

Social Playing an Increasingly Central Role in Academic Marketing CampaignsWhen it comes to the marketing practices of educational institutions (EDUs), digital

marketing is playing an increasingly strategic role in reaching prospective students.

Sixty-two percent of undergraduate and graduate institutions, on average, plan to turn to

the power of online display advertising as a key marketing tool by 2013.

55 percent said the percentage of their overall marketing budgets allocated

to digitalmarketing strategies had increased.

Further, respondents said they expected the trend of leveraging digital marketing as an

increasingly greater percentage of the overall marketing budget would continue into 2013

55 percent are currently leveraging display advertising, focusing mainly on Facebook and

Twitter.

Of the remaining 45 percent that are reportedly not tapping display at this time, all are

either considering it, or already have plans to integrate display strategies within the next

year.


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Key Survey Findings:Digital marketing is an increasingly larger portion of both graduate and undergraduate

overall marketing budgets:

Sixty-two percent of educational institutions, on average, plan to increase their spend on

digital marketing as a percentage of the total marketing budget through 2013.

Social platforms are playing a major role in digital marketing campaigns:

Seventy-one percent of respondents say they do some display advertising on socialmedia platforms; in line with recent data highlighting Facebook's growing prominence

as a display ad publisher, 95 percent of respondents say they advertise on Facebook,

followed by 78 percent on Twitter, 71 percent on YouTube and 71 percent on LinkedIn.


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Display has slight edge over search concerning tactic of choice for EDUs:

Thirty-nine percent of respondents say display advertising comprises a larger portion of

their marketing budget than search; 37 percent of respondents say they do more searchthan display.

Increasing an institution's program awareness is primary campaign objective:

Increases in program awareness emerged as the top objective, with 72 percent ofrespondents saying they expected their digital marketing campaigns to deliver this

result.

Institutions are slowly adopting more complex display techniques to complement

their media strategies:Rich media and video are being employed by 18 percent and 22 percent,

respectively, of graduate institutions and 19 and 27 percent, respectively, by

undergraduate institutions.


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Search Engine Optimizations SecretsWe know the markets you want to reach and we will optimize our SEO marketing

campaigns around the keywords and phrases prospective students will use when

searching for your product or service.We will:

Create proper page titles that include your keywords

Write your text to fulfill the 6% rule

Insert properly formatted meta data

Include keywords in the meta tags

Make your websites compliant with W3C HTMLName web pages to include keywords

Include a robots.txt file for search bots

Generate Google sitemap.xml and Yahoo urllist.txt files

Register your sites with dmoz

Register your sites with the search engines

The Magic Of Search Engine OptimizationIt may sound like the black arts but our educational SEO team know what they are doing

and will produce outstanding results.


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Affiliate MarketingAffiliate advertising can be a powerful and effective method of building your brand and

driving student recruitment.

It involves pulling in websites around the globe to promote your university or college tothe student community for an agreed cost per lead commission.

Some of the universities we serve have hundreds of sites marketing degree courses on

their behalf.

The Beauty Of Affiliate MarketingThe beauty of internet affiliate advertising is that you don't have to pay until the host

sites bring hot leads to your door and you can specify how many leads they generate

each month.

You need to educate them about your courses and you need to keep them motivated by

providing regular updates - not just the monthly commission cheque.


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Pay Per Click ManagementIf you want students to find your university or college on Page 1 of Google - we can get you

there in the twinkling of an eye.

What's more, we will ensure you reach students who really are interested in studying at

your college.

We Know Educational Pay Per ClickThe problem with pay per click marketing is that it can also be expensive as you are bidding

against rival universities - some with deeper pockets than you.

You can blow a fortune if you don't know what you are doing. That's why you should

entrust your PPC campaigns to people who know the educational sector and have expertise

to plan and manage them.

Keyword Bidding WarsPaid search is becoming increasingly expensive but we will not get involved in biding wars

and we will avoid overpaying for clicks. We will keep you visible when students are

searching in their language or time zone.


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Digital AdvertisingDigital advertising is all about using the web and other platforms to generate student

leads and grow the fame of your university or college brand.

A full digital advertising service from devising concepts, to creating your digitalmarketing campaigns through to buying space on multiple websites to target prospective

students in countries around the world.

Offer The WorksPush" campaigns involving banner ads to "Pull" campaigns embracing interactive games,virals, widgets, competitions, downloadable applications and promotions.

Internet Marketing - ImplementationWith the strategy, messages and tactics in place, then move onto to inspired

implementation.As a client you will get a dedicated internet marketing team comprising talented and

creative people who understand education and the pressures within the sector. Pride

ourselves in our knowledge, energy and creativity.


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Empowering India Digitally: Industry Responsive Digital

Marketing Training ProgramsDigital Academy India is an initiative to educate Indian students & professionals for career

competitiveness in the Internet Economy.

Its academic and practical learning ensures students build tangible skills that translate to

todays evolving marketing environment.

The training programs offered by Digital Academy impart skills required to implement,manage & evaluate digital marketing strategies in a globally connected economy.

Digital Academy strives to advance thought leadership and industry responsive skill

development through the best industry, institutional and academic collaborations,

Therefore, it has partnered with Global leaders in the digital marketing education space tobring the best global certifications to its students in India.

To increase the employability quotient of students and address the training needs of

working professionals in the Online Marketing arena.


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Education marketing strategy templatean education marketing strategy that could be used by business schools and other

education sector organisations to focus planning and drive daily education PR and

marketing activity.

Cover as much ground as necessary in this section, keeping in mind that many of the

people who read the strategy will not have been informed why this document has been put

together in the first place so mention it.

Product analysis

In this section, straight after the introduction, you need to outline exactly what it is youre

selling. Is it MBA courses, executive education, bespoke training courses or online

programmes?

Market analysisYou cant run an education marketing campaign if you havent first identified and assessed

your market. I like to break market analysis into two sections: target market and

competitive landscape.


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Target market:Who are you targeting? What are the demographics of the target market?

How does this target market use social media? How many are on LinkedIn, Twitter,

Google+?

How many are there? Is there any research showing the size of the market? Look at the

Office for National Statistics, or local industry bodies.

How can you segment the market? By age, industry, education level etc.?

What matters to the target market? Identify the criteria they would likely use to select

your business school / education product. For example: Profile, Cost, Location, Rankings

Competitive landscape:

Who else offers similar or competing services to yours to the target market?

What evidence can you gather about these organisations education marketing strategies?

How do they rate, compared to you, on the key criteria of relevance to your target

market? Create a value curve like the one shown, to identify where your genuine USPs lie.


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Objectives

The objectives for your education marketing campaign should be SMART: specific,

measurable, achievable, realistic and time-bound.

Strategy

This will require an internal brainstorm to decide whether your strategy should be, for

example, to get in front of the target market first with a PR campaign, followed by a social

lead generation campaign to directly encourage enquiries from the target market.

Tactics

Here you will list the specific tactics or actions that will be used to deliver the education

marketing strategy. For example, social advertising campaigns, video production services

youll be using, the B2B PR agency youll be working with, the email marketing campaigns

that will be delivered etc.

To make sure your education PR agency's education marketing strategy delivers, you need

to keep it fluid. It should act as a guide to activity, but should be updated weekly or

monthly as you see whats working and whats not - with as much involvement from

stakeholders as possible.


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Changing education patterns with social mediaA liberal education is at the heart of a civil society, and at the heart of a liberal

education is the act of teaching.

So, the latest scuffle around is about learning! It sounds petty, but its a large issue to

address. While Mr. Not Socials son shies away and doesnt participate in the class; on the

other hand, Mr. Socials daughter is overtly active


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So, why not acquaint the young buds with the fast growing life and make them smart!

1. Introduce and invite

Your page must be telling. It must echo the message

your school resonates. Your welcome page, therefore,should give the details (crisply) of the agendas youve

in mind. Also, its important to keep in mind the kind

of students you would want to invite to your school

(through your fan page). Schools and universities work

almost like markets. The difference, however, is in

schools its a more preaching and you deal with youngminds.

2. Make it even more detailed

"PowerPoint presentations too often resemble a schoolplay - very loud, very slow, and very simple.

With Slideshare, you can explain yourself even better!

PowerPoint presentations are always easy to understand.


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3. Pick their brains!

Once theyve joined your page and your

institution, its time for activity now! Conduct

quizzes, polling, use discussion boards anddebates. Its the best way you can keep your

students hooked up on your page. Forget the class

work-homework time! Give them home works on

quizzes and polling.

4. You write, they comment

You cant be better than this! Sharing knowledge and

being interactive at the same time is indeed anexcellent feature. It allows you to share with your

students what so-far youve maintained as web logs

(popularly known as blogs).


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5. Videos and Multi-videos

These features are both attractive and effective!

These tabs help you to share the events or festivals

or inspiring speeches by important people with your

pupils. Welcome comments from them and their

likes.

By sharing videos and receiving comments, you can

make out the different choices the young generation

make and how you can work out with them.

6. Jingle by mingle

You can create a super-viral and synonymous

effect by mingling your two accounts: Facebook

and Twitter. With people joining you randomly oneither of these sites, make sure you dont miss out

to share the same important stuff with yours fans

on both sides. So, to make it easy Tweets tab is on

your platter


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Get creative in school with digital mediaThe highly valued skill of creativity is increasingly scarce among job applicants. But itneedn't be if more schools promote creative media technology across the curriculum

.

The latest figures from the government's Annual Business Survey show the sector

accounted for 5.6% of the UK economy in 2008 about 2.3 million people are employed in

creative industries including software, fashion, publishing, music and design.

In fact, according to the culture and media secretary, Jeremy Hunt, employment in these

industries has risen by 1.5% annually while other sectors have been shedding jobs in the

economic downturn.

"One student, one of the lowest ability boys I've ever taught, couldn't really read and write

properly and staff spent more time talking to him about his behaviour than his work.


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Knowledge-driven attitude to learning

Creativity is at the heart of the school development plan for the next decade.

If school budgets don't stretch to acquiring some of the more expensive

modelling, design and gaming packages, there is a growing number of open

source ie free resources online.

The design skills it develops are exactly the ones that the games industry is

hungry for, a former primary teacher turned education consultant and member

of the board of Open Source Schools.

Creativity now ranks with literacy and numeracy

Creativity, in fact, is now becoming a sought-after skill in all walks of life.

According to a survey, Creativity in the Classroom, by digital media

specialist Adobe, some 77% of employers and higher education lecturers quizzedsaid that they viewed "creativity" interpreted as the ability to generate ideas,

developing online content, delivering persuasive, polished presentations or

being imaginative problem-solvers as an "as an essential or important skill",

alongside the basic ones of literacy and numeracy.


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Reference Sites:

1. www.google.com

2. www.digitalmarketingshow.co.uk

3. www.slideshare.net

4. www.socialappshq.com

5. www.digitalmarketinginstitute.ie
http://www.google.com/http://www.digitalmarketingshow.co.uk/http://www.slideshare.net/http://www.socialappshq.com/http://www.digitalmarketinginstitute.ie/http://www.digitalmarketinginstitute.ie/http://www.socialappshq.com/http://www.slideshare.net/http://www.digitalmarketingshow.co.uk/http://www.google.com/


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DM for Education