LEVERAGE DATA FROM PROSPECTS WHO VISIT CAMPUS: Do you check store hours, product inventory, and reviews before stepping foot into your favorite retail store? While in store, do you search for coupons, deals and even scroll through social media once or twice? Google discovered that in-store search queries are on the rise, and 50% of shoppers use online video while in store to help inform their final purchase decision. Providing genuinely helpful, relevant information (accessible via a mobile device) to shoppers is crucial to prevent “showrooming”. Google’s study also reaffirms that location targeting for social media advertisements and the use of video are keys for a convenient and smooth shopping experience.
Why you should care: Like in retail stores, prospective students are extremely active on mobile phones while attending your open house or campus tour. Often times, the Google searches they make in these situations start with your school’s name and end with “campus map,” “food options,” “dorms,” “faculty,” etc. Students, like shoppers, are expecting timely, easy-to-access information about your school, programs, and the surrounding area, all accessible on a mobile phone. A prospective student’s digital experience should be congruent to the stories, images, and experiences they’re living and hearing in the moment at your events.
HOW OFTEN DO YOU REALLY NEED TO BE BLOGGING?: It’s no secret– running a blog helps improve SEO, increases website traffic, helps find new leads, and keeps existing leads engaged. After all, blogs are a form of content, and content-hungry leads are waiting for your latest blog to answer their questions. If you’re a marketing team of one, blogging three times a week is flat out unrealistic. But for larger companies and marketing departments (depending on industry), blogging 3-4 times a week is crucial to getting a high ROI from blogging efforts and maintaining your business’s thought leadership in the industry.
Why you should care: Keeping up a higher education blog can seem stressful, but to keep organic traffic coming to your blog, it’s recommended to blog 1-2 times a week. For larger institutions, blogging up to 3 times a week can help bolster brand awareness, organic traffic, and show prospective students that your program is both active and staying relevant among changing news, industry findings, and research.
AMAZON HAS AN ADS DISPLAY NETWORK, TOO: The display ads market landscape is changing – very slightly. According to eMarketer, “Amazon will net $2.76 billion in US digital display ad revenues, making it the No. 3 digital display ad seller in the US after Facebook and Google”. In addition to Amazon’s internal DSP (demand side network) where it sells products and services, it’s display network is growing with reach on other online properties like the popular gaming platform “Twitch.”
Why you should care: The introduction of display network advertising on Amazon could be lucrative for schools looking to reach students in the consideration and decision stages of the applicant journey. Prospective students are active on Amazon, often shopping for dorm room furniture, a new laptop built for high-powered coding, or textbooks on a certain subject where display ads to your school’s related program will become more relevant than ever.