1. The Year In Higher Education Marketing:
Trends of 2013
The Year In Higher Education
Marketing: Trends of 2013
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2. The Year In Higher Education Marketing:
Trends of 2013
Overview
Content continues to be king
2) Social Media’s dizzying evolution
3) Brand management with mobile-first, engaging websites
4) Innovative lead generation
5) International student recruitment
6) Analytics solutions for improved measurement
1)
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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3. The Year In Higher Education Marketing:
Trends of 2013
1. Content continues to be king

Quality content is more important than ever to engage
website viewers and increase search engine recognition

We've written about:
 establishing a content culture at your school using the 70/20/10
content marketing formula
 creating an efficient editorial calendar
 increasing your college's visibility by developing valuable content
curation from related outside sources.
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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4. The Year In Higher Education Marketing:
Trends of 2013
1. Content continues to be king

An effective content sharing strategy:
 makes your blog the anchor of your content marketing

Special events, such as a graduation ceremony, can be
good occasions to base new content around

Promotional video content is only going to grow in
importance going into 2014
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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5. The Year In Higher Education Marketing:
Trends of 2013
2. Social media’s dizzying evolution

To truly maximize the impact of great content, strategic
promotion is necessary to spread the word throughout the
top social media platforms.

Earlier this year, we offered:
 time-saving tips to streamline your college’s social media activities

Optimizing your social media strategy means understanding
how your efforts will accomplish your institution’s goals
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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6. The Year In Higher Education Marketing:
Trends of 2013
2. Social media’s dizzying evolution

Facebook is still the dominant social network and we have
written previously about its gradual commercialization, such
as:
 using the Power Editor to place ads in newsfeeds
 generating engagement through your Facebook cover

This year has seen:
 Google+ become impossible to ignore
 LinkedIn made a splash with its university pages designed to attract
prospective students
 Instagram, Twitter, Pinterest and Tumblr all made news in student
recruitment circles
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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7. The Year In Higher Education Marketing:
Trends of 2013
2. Social media’s dizzying evolution

Sharing content through image and micro-video will become
even more prominent in 2014

As social media becomes increasingly monetized, schools
will have:
 to decide whether social advertising is worth the
investment, compared to PPC and other campaigns
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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8. The Year In Higher Education Marketing:
Trends of 2013
3. Brand management with mobile-first,
engaging website

Coming into 2013, responsive web design was the big
buzzword

As prospective students are increasingly mobile-only and
have little patience for poorly functioning websites:
 most colleges and universities are at some stage of making their
sites responsive.

When moving to a mobile-first mindset, readability
regardless of device and understanding typical user
behaviour are key considerations
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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9. The Year In Higher Education Marketing:
Trends of 2013
4. Innovative lead generation

Recognizing that today’s students have grown up constantly
connected to the internet, innovative colleges and
universities are:
 integrating gamification into their lead generation activities to make
the enrolment process more entertaining


Webcasts, e-newsletters and text messaging are other
popular methods of interacting with potential and current
students
Using a drip marketing system for lead nurturing has had
proven results for some schools
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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10. The Year In Higher Education Marketing:
Trends of 2013
5. International student recruitment

Leveraging technology, and longer term partnerships and
research, the pursuit of the increasingly younger
international student is getting more competitive

This year we wrote about:
 optimizing your website for international student recruitment
 specific strategies for recruitment: China, India and South Korea
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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11. The Year In Higher Education Marketing:
Trends of 2013
6. Analytics solutions for improved
measurement

Advances in measurement techniques, such as Google
Analytics, have created opportunities for improving web
functionality based on data-driven results

We have strived to make this admittedly complex process
more transparent through blogs on emerging best practices
in this field
Source: Higher Education Marketing – The year in Higher education marketing: Trends of 2013
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12. The Year In Higher Education Marketing:
Trends of 2013
Questions?
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