Does your marketing strategy for clearing include content marketing?

BLOG POST

BLOG POST
May 2014

Clearing is fast approaching. It may seem like a long while off but in reality A-level results day on the 14th August is not far away. Perhaps you think you have a marketing strategy already in place, but year on year there is always a last minute rush to fill those remaining course places.

BLOG POST

Does your marketing strategy for clearing include content marketing?

Clearing is fast approaching. It may seem like a long while off but in reality A-level results day on the 14th August is not far away. Perhaps you think you have a marketing strategy already in place, but year on year there is always a last minute rush to fill those remaining course places.

It is important to think of all possible avenues for your clearing marketing strategies, have you explored all options? If you use the same strategies each year perhaps now is the time to explore new ways of reaching those potential students.

Digital Marketing has grown in popularity enormously over recent years. Many higher and further education institutions are using digital marketing strategies for recruiting both domestic and international students.

 

students

 

In particular, content marketing is the new effective method of promoting your institution. It has become an important part of marketing strategies for many brands, businesses and universities. The idea behind content marketing is that you create something that your target audience can consume and engage with. People are more likely to engage with a piece of content where they can find out valuable information, rather than a generic website page. Running display advertising, social media and Adwords are more valuable when they drive traffic to interesting content, from where users can make an action or conversion.

Content can be created through many different formats, whether it is through video, articles, e-books, interactive guides, infographics, webinars and so on. Think about what could be valuable for your potential students. Perhaps they want to learn more about what your campus has to offer, where your graduates end up or the best nightlife hotspots for students. Any information that you can give for free can be extremely appealing to your students and increases the likelihood that they engage with you.

Seed the content you generate through your social media accounts to expand reach. There are huge numbers of young adults and even parents actively using social media sites, so reaching them is easy. The specific targeting available across social media platforms ensures only the right people see your content.

Content that is visually appealing can capture attention. Infographics are an effective way of presenting information through graphical images and data. They do not require much concentration to read and they present information in an easy to understand format. Videos are also an attractive format for finding out information because like infographics they do not require much concentration and information can be retained easily. Around 70% of internet users watch videos online.

By generating something for your students you also have the opportunity to obtain their contact information. Add a data capture to your downloadable e-books, webinars, and guides so that individuals have to provide information about themselves before they can view the content. This way you can re-target them with adverts across social media, email newsletters and even old fashioned direct mail.  Through Twitter you have the option to create a lead generation card. This allows users to download your piece of content in exchange for providing their name, email address, and @handle.

If you have not already included content marketing in your clearing plans, it is definitely worth considering. Plan ahead of time so that clearing is not a mad rush left until last minute.

At Touchpoint Digital, we use our expert knowledge of the education sector and student recruitment to generate engaging and valuable content that is guaranteed to boost your recruitment efforts. If you would like to find out more about content marketing for clearing please get in touch. 

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