How to market to parents vs. students in higher education digital marketing
In the dynamic landscape of higher education digital marketing, tailoring strategies to different audiences is essential. Let’s explore how to effectively engage both parents and students:
Understanding the Audience
- Students:
- Decision Makers: Students are the primary decision-makers when choosing a college or university. They seek programs that align with their career goals, interests, and lifestyle.
- Digital Natives: Students are tech-savvy and spend significant time online. They rely on social media, websites, and search engines for information.
- Emotional Connection: Appeal to their aspirations, experiences, and personal growth.
- Parents:
- Influencers: Parents play a crucial role in the decision-making process. They consider factors like cost, safety, reputation, and academic quality.
- Research-Oriented: Parents conduct thorough research. They explore websites, attend college fairs, and seek recommendations.
- Trust and Assurance: Address their concerns about their child’s well-being, career prospects, and financial investment.
Tailored Strategies
For Students:
- Social Media Engagement:
- Platforms: Leverage Instagram, TikTok, and YouTube. Showcase campus life, student testimonials, and academic achievements.
- Live Sessions: Host live Q&A sessions with current students, professors, and alumni.
- Content Marketing:
- Blogs and Videos: Create content on topics like study tips, career guidance, and campus events.
- Virtual Tours: Offer immersive virtual campus tours.
- Personalization:
- Email Campaigns: Send personalized emails based on interests, program choices, and application status.
- Retargeting Ads: Remind students about incomplete applications or upcoming deadlines.
For Parents:
- Transparency and Assurance:
- Financial Information: Provide clear details about tuition, scholarships, and financial aid.
- Safety Measures: Highlight campus safety protocols and support services.
- Testimonials and Success Stories:
- Parent Testimonials: Share stories of satisfied parents whose children thrived academically and personally.
- Alumni Success: Showcase successful alumni and their career paths.
- Webinars and Workshops:
- Parent-Specific Sessions: Host webinars addressing parental concerns (e.g., financing education, mental health support).
- Financial Planning Workshops: Educate parents on budgeting and financial planning.
Collaborate and Communicate
- Joint Efforts: Align messaging between student-focused and parent-focused content.
- Feedback Loop: Gather feedback from both groups to refine marketing strategies.
- Events: Organize family-oriented events (virtual or in-person) to involve parents in the college experience.
Remember, successful higher education marketing combines empathy, data-driven insights, and a commitment to meeting the diverse needs of students and their families.