Today’s families are told it’s never too early to start preparing for college. And where do these tech-savvy students and their parents go to start this early college preparation? Online.
That’s why it’s now more critical than ever for higher education institutions to focus their marketing efforts on telling their school story effectively online.
Nearly all popular college search companies suggest that students spend time browsing a college’s website to determine if the school is a good fit for them. But internet savvy teens aren’t just checking out the courses and professors.
When you consider that the average ratio of guidance counselors to students is 482:1, it’s no surprise that students are turning to the Internet to help with the three-phase process of researching, applying to and selecting a college or university. After all, today’s high school juniors and seniors can connect with their friends, favorite brands and even Hollywood mega-stars online. It’s a trusted source of information, and they don’t think of connecting with a college any differently. They’re used to finding online communities where they “fit in”, and want to get the same feeling from a school’s online presence.
Prospective students don’t just want to know what you offer– they want to know who you are. And they want to find out without having to ask. They want to look at your school’s online presence and feel a connection.
Another reason students are seeking an online experience that’s enticing, engaging and memorable: They’re looking for something that tips the scales in their decision-making process regarding where to apply and, eventually, where to attend.
Colleges and universities have a fantastic opportunity to cut through the clutter and grab the attention of the students who are eagerly browsing their websites and social networks. They need to present unique content and experiences (like these five schools do) and tell a clear, consistent and meaningful story. The audience that is actively preparing for college is very technologically savvy and places a huge emphasis on what they discover online. Schools can only provide an online experience that appropriately informs, engages and wows by thinking beyond the traditional.
By staying connected with students through fresh content served up in a variety of ways, higher education institutions have a better chance of making it to the top of the list of today’s college-bound student.
Want to learn more about content marketing’s impact on higher education? Let’s chat!