CONTEXT IS KING IN THE FUTURE OF DIGITAL MARKETING: Marketing’s interruptive past consisted of cold calls, list purchasing, and irrelevant ads. As modern internet users, we can all relate to this: when your attention is interrupted by a brand’s valueless, irrelevant emails, ads, and phone calls, you begin to automatically block out the brand (or unsubscribe). Marketing’s context-based future takes into consideration the what, when and where of the user to deliver relevant and timely information across all digital channels.
Why you should care: What is the prospective student’s mindset when browsing any given platform? Where (at the coffee shop, on a college campus) is he/she when consuming or engaging with a piece of content, email, or ad? And when (at night, on holiday break) is the user when interacting with your brand? Context helps enrollment marketers tie top performing content to the unique situations of prospective students regardless of their progress in the applicant’s journey.
WHY IS NO ONE TALKING ABOUT REDDIT: Reddit hosts thousands of virtual communities where conversation and sharing of information around breaking news, sports, products, and even cat videos takes place. Due to a lack of familiarity with this channel, many marketers have not fully taken advantage of connecting with any portion of the 430 million active platform users. But now, Reddit has advertising offerings to make it even easier for brands to reach Reddit users with video, link, and text ads.
Why you should care: Reddit added 100 million more monthly active users since 2017, so it's a growing platform. According to a study, 15% of Reddit’s 430 million users are 18-29 year old males. With minimal competition among higher education institutions on Reddit, there’s ample opportunity to advertise and reach prospective adult students (and undergraduate students) on subreddits (basically conversation channels around a specific topic), including applying to college, FAFSA, and scholarships.
TO GATE OR NOT TO GATE?: As you browse the web and come across different marketing assets (whitepapers, reports, webinars) why do you sometimes give up your information to access a guide and sometimes not? Gated content, while crucial to lead generation, alienates certain users and increases the risk of losing the user’s attention altogether. So when does it make sense to gate content? The best rule of thumb is that the perceived value of the gated content has to be greater than or equal to a user’s perceived value of the exchange of his/her own name, email address, phone number, etc.
Why you should care: Gated content makes sense for webinars, educational resources, and exclusive content (content that is exclusive to subscribers). That monthly program information session may merit a gated form to collect registrants, but the 1-page program flyer probably doesn’t. You know your marketing assets best; be mindful of which assets truly bring value to leads and which don’t.
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