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Nine in ten enrolled students have used the Internet to research higher education institutions.*
According to EduVentures, when grading the usefulness of information sources to learn about educational institutions, the college’s website came in first.
When traditional universities still think traditional with advertising, their marketing dollars may end up in the last place they want them. In fact, more than half (55%) of students throw out unsolicited direct mail from universities.
When students start on their journey in selecting their college, it doesn’t always start with a predetermined list that results in a branded search for a university. It starts with more conversational search.
- What degree do I need to become a teacher?
- What are the best schools for nursing?
- What are the top MBA programs in Chicago?
Students ask Google questions they might ask their admissions counselor. Students want to own their enrollment decision. They want to know if the college offers the majors they’re interested in studying and the quality of the program. What is the expected outcome in attending this university? Will I be well-prepared for the workforce? While knowing the school has the academic program they are looking for is the number one factor in helping decide which school they will attend, still 48% of prospective students didn’t realize that a university offered the program that they were looking for even when it did. Are you lacking in relevant web content or is it hard for students to find? Consider working through a content audit or student journey map.
As students begin this search into choosing the right university for them, students expect to see consistency in their results. And it’s likely that a student isn’t only using their desktop, in fact, 35% of all higher education-related searches are now on mobile devices.
As students move down the consideration funnel, they consult key influencers and validate the school’s reputation. They look at college comparison websites and check out notable alumnus on social media. They consider student life and activities, and not the stock photo student life; they are turning to online video to represent student life. In fact, U.S. adults ages 18-34 will watch original digital video content over TV news, sports and daytime programming, with 39% watching original digital video content each month.
The online relationship between a university and student doesn’t stop with an application or even acceptance. Only 56.9% of students accepted into their first-choice college decided to enroll. Nurturing students via marketing automation becomes important in combating any reservations students may have on attending. And believe it or not, they want and expect this communication after acceptance. 76% of students prefer emails from universities after being admitted over any other communication channel.
Today’s students are empowered and active online. The marketer’s role is to meet them halfway, ensure access to quality information, and use the new tools to improve their university selection process.
*Google - The Search For Knowledge: How Students Use Digital to Choose Schools
For more information on the digital student journey, read Fathom’s free Higher-Education Marketing Standard.