Are you a person who is responsible for the marketing of a college or university? If so then this article was written specifically for you. Colleges normally pride themselves on tradition. This is great as it builds up the credibility of the educational institution, but it also has some disadvantages.
The main disadvantage is that colleges do not always move as fast with changes as the rest of society. This is very true in the world of marketing. Many colleges are still marketing to students just as they always have. The pay exorbitant amounts of money for placements in the Yellow Pages, they buy expensive billboards and advertisements in magazines. I’m sure if you are a college marketing professional you have purchased these same items, but are they working?
How do you know whether your marketing efforts are achieving your desired results? Is there any mechanism to check whether that billboard you pay for every month is actually bringing you new prospective students? You could survey the prospective students coming into the college, but how accurate is the data, plus think about all the time and energy required to survey your entire freshman class.
This is where you can learn from what the Internet Marketers are doing. Internet Marketers may their living online and as a result they are ahead of many of the traditional marketing people in the industry. You probably find yourself competing for search engine positions with these individuals and many times they are beating you in search engine placements. It does not have to be this way. If you change the way and methods you marketing to students then you can make improvements. Not to mention the fact that marketing on the Internet can be tracked.
You can design your college marketing campaigns so that you know where you are receiving the best return for your marketing dollars.
Internet Marketers test everything to do with their marketing efforts, but it’s safe to say that not many college marketing professionals are marketing. A college will spend thousands of dollars having a beautiful website built, but they normally stop there. Building a website is only part of the solution. You need to test whether it’s performing as you need. The main purpose of a website is not only to disseminate information to current students it should be a mechanism to attract new students. If you are not tracking whether it’s effective then you are missing out on a lot of potential students. If you can learn the secrets that the Internet Marketers use then you will be more effective in your college marketing efforts and you will also save money as marketing on the Internet is a lot cheaper than mainstream marketing efforts.
Bruce Hopkins is the founder of Academic Social Media which is a website dedicated to teaching college marketing professionals how to take advantage of the new mediums available to effectively market to the college students of today. You can visit Bruce at College Student Marketing
The latest update to a perennial bestseller gets you up and running on the Internet!Now in its lucky thirteenth edition, this peer…
This book explores the trends that are shaping the businesses, politics, and media of the digital future. A great adjustment in h…
Internet Book, The: Everything You Need to Know About Computer Networking and How the Internet Works, 4/e utilizes a non-techni…