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Improve student engagement with your marketing content

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Here is a simple formula for building and improving engagement for any higher ed marketing content.

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Improve student engagement with your marketing content

  1. 1. Improve Student Engagement With Your Marketing Content Slide 1 Improve Student Engagement With Your Marketing Content
  2. 2. Improve Student Engagement With Your Marketing Content Slide 2 1) Defining Engagement 2) How To Build Engagement Into Marketing Content 3) Is Your Content Emotionally Engaging 4) Is Your Content Visually Engaging 5) Does Your Content Include The Right Structural Elements It Needs To Engage 6) Takeaway Message Overview Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content
  3. 3. Improve Student Engagement With Your Marketing Content Slide 3  Student engagement is the objective of much of the content produced in higher ed marketing.  To positively engage a prospective student with your print collateral, website or social media is necessary to have a reasonable chance of attracting them to your college, and meeting your marketing goals. What is marketing engagement? “Engagement is smack at the intersection of commanding attention and taking action.” - Michael Schrange, MIT Academic 1. Defining Engagement Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content
  4. 4. Improve Student Engagement With Your Marketing Content Slide 4 Engagement is NOT...  Getting 25,000 hits a month on your website homepage  Posting a video on YouTube that gets played 100,000 times but that has no link back into your brand or marketing strategy  Content consumption Engagement IS getting the attention of your target student audience in order to promote lead generation and support conversion. Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content
  5. 5. Improve Student Engagement With Your Marketing Content Slide 5 If you can say yes to each of these questions, your content will be more engaging. Guaranteed! 1. Is your content emotionally engaging? 2. Is your content visually engaging? 3. Does your content include the right structural elements it needs to engage? 2. How To Build Engagement Into Marketing Content Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content
  6. 6. Improve Student Engagement With Your Marketing Content Slide 6  Higher ed marketers tend to focus on the academic and technical details and often forget to apply the concepts of emotional marketing.  There must be a human element that evokes some kind of emotional reaction for your message to truly resonate with an audience.  An emotional response to content determines how much attention you will pay to it, what your conscious response will be, and how deeply ingrained something will become in your memory.  If you build emotion into your content you will greatly improve your 3. Is Your Content Emotionally Engaging? Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content
  7. 7. Improve Student Engagement With Your Marketing Content Slide 7  Visual content is the fastest growing content on the web today.  Websites, YouTube, Facebook, Snapchat, Twitter, Slideshare, Instagram, Tumbler, Pinterest, and Infographics are now all pivoting around images and video. Why?  A picture is worth a 1000 words and people simply prefer not to have to read those 1000 words. 4. Is Your Content Visually Engaging? Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content
  8. 8. Improve Student Engagement With Your Marketing Content Slide 8  Proper typography and text design will produce dramatically better engagement with your reader.  The visual imagery you create with your content is the key to engaging with your audience in today’s very visually oriented world. Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content 4. Is Your Content Visually Engaging?
  9. 9. Improve Student Engagement With Your Marketing Content Slide 9 Here’s an example from the University of Utah’s Airport Ad Campaign: Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content 4. Is Your Content Visually Engaging?
  10. 10. Improve Student Engagement With Your Marketing Content Slide 10 Last piece of the engagement puzzle:  That piece involves the prospective student taking an action to connect with you and/or your institution.  That action can range widely from a retweet, to a follow, to a like, a lead form or simply clicking on a link bringing them one step closer to their objective. 5. Does Your Content Include The Right Structural Elements It Needs To Engage? Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content
  11. 11. Improve Student Engagement With Your Marketing Content Slide 11  Regardless of the specific action, your content must contain some kind of call to action to illicit this action.  Value based statements and icons to share, link, read on, etc. will provide the best conversion rates to get you there.  The most important thing is to provide value in one form or another to the visitor.  Be creative and experiment with your calls to action to find the right balance of action, value and fun.  Clean and simple approaches are often most effective. Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content
  12. 12. Improve Student Engagement With Your Marketing Content Slide 12  If you can respond yes to those three simple questions about your marketing content, you can be certain that your engagement with prospective students will improve.  We recommend that you also go one step further and test this quantitatively, by examining your engagement statistics. These statistics can include:  visitor time on page  click through rates  form conversion stats. 6. Takeaway Message Source: Higher Education Marketing – 3 Questions To Ask To Improve Student Engagement With Your Marketing Content
  13. 13. Improve Student Engagement With Your Marketing Content Slide 13 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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