TWITTER INTRODUCES NEW CAROUSEL ADS: Twitter recently announced its launch of carousel ads, which are ads of 2 to 6 images or videos that allow the user to horizontally swipe to consume the ad’s content. On top of Twitter’s typical ad performance metrics, the platform now also features new metrics like carousel swipes (how many times a user “swiped” on the ad) and individual carousel “card” performance.
Why you should care: Facebook has long featured carousel ads and now Twitter has joined them. While testing this new ad type, Twitter claims it saw an average of a 15% increase in click-through rates when compared to single-asset ads. For schools using Twitter as an advertising channel, the biggest benefit to carousel ads is the ability to feature several assets within a single ad so that users can easily transition through different course, major, and educational content offerings.
FACEBOOK BUYS KUSTOMER: Kustomer is a startup in the customer service industry focused on providing centralized data on users/customers and the company in question based on previous social media and other channel interactions. Many people resolve complaints or issues with companies over social media these days. In fact, social media platforms are increasingly becoming key channels for customers to communicate with businesses, from asking simple questions to complaining about products/services.
Why you should care: For enrollment managers whose programs receive several inquiries/questions on Facebook every day, it might be interesting to see how a new customer-service related feature could work. While no one knows what the new features may look like, many speculate that there could be some sort of a contact timeline which allows business page admins to see a running list of the mentions, comments, and interactions an individual has had with your school on social media.
WHY SOME BLOGS FAIL: Many marketers are putting more effort behind blogging as a way to build thought leadership and share expertise with potential customers. But if you’re unable to tell if your blog delivers value to people or is delivering disappointing results, your blog could be failing. According to HubSpot, blogs may fail for one of the following reasons: no succinct content strategy, blog posts are not optimized for SEO, poor blog design, and infrequent posting.
Why you should care: If you’re looking for quick wins to get your school’s blog out of one of these pitfalls, consider performing keyword research before writing your next post, adding images or videos throughout your article, and maintaining a stricter publishing schedule. While you don’t have to post 7 times a week, stay consistent with a posting frequency that is realistic for you and your recruitment goals.
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In today's content-saturated world and competitive graduate school landscape, a valuable and informative website just isn't enough. You need creative and compelling content — and lots of it — to attract prospects and engage them throughout their journey to enrollment. We'll teach you how to craft a custom content strategy that works. Here's what you'll come away with if you join us:
- Identify the gaps in your existing content foundation (and find out how to fill them!)
- Develop core content for all 3 stages of the applicant’s journey
- Eliminate dead ends in your content pathways
- Nurture prospects with content from top-to-bottom (without annoying them)
- Generate new leads and get them to engage beyond their first conversion
- Increase yield by leveraging content with post-app marketing campaigns