Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Students personas and targeted content

10,966 views

Published on

Your school can’t hope to successfully attract new students without a clear understanding of their needs, hopes, objectives, and concerns.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Students personas and targeted content

  1. 1. Know Your Audience: Student Personas & Targeted Content Slide 1 Know Your Audience: Student Personas & Targeted Content
  2. 2. Know Your Audience: Student Personas & Targeted Content Slide 2 1) Why customized content is crucial 2) Differentiating student personas 3) Recruit leads by understanding persona behavior 4) Tailor material to persona characteristics 5) Examples of customized content 6) Responsive CTAs: Smart content, tailored to personas 7) Responsive homepages: Future of high-tech targeting Overview Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
  3. 3. Know Your Audience: Student Personas & Targeted Content Slide 3  A targeted content strategy helps set your college apart in an increasingly competitive space  Ensures program promotion matches audience preferences  Customization gets at the heart of prospective students’ interests, needs, concerns, academic goals, and professional objectives 1. Why Customized Content is Crucial Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
  4. 4. Know Your Audience: Student Personas & Targeted Content Slide 4  Use your website analytics to track the behavior of site visitors  Consider metrics like: - pages visited - links clicked - searches performed  Group site visitors into a few main profile categories 2. Differentiating Student Personas Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
  5. 5. Know Your Audience: Student Personas & Targeted Content Slide 5 3. Recruit Leads by Understanding Persona Behavior Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
  6. 6. Know Your Audience: Student Personas & Targeted Content Slide 6  Personalize landing pages to the personas that visits them most  Develop and link to blog and social media content most likely to interest those target personas  Create and position CTAs according to persona behavior, interests, and needs 4. Tailor Material To Persona Characteristics Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
  7. 7. Know Your Audience: Student Personas & Targeted Content Slide 7  Prepping for college  Managing first-year expenses  Selecting a program  Living on campus 5. Examples of Customized Content: First Time Student Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
  8. 8. Know Your Audience: Student Personas & Targeted Content Slide 8  Brochure on ESL support services  Links to international student groups on campus  Links to FB page for international students  Blogs about adjusting to a new culture, strategies for making new contacts Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content 5. Examples of Customized Content: First Time Student
  9. 9. Know Your Audience: Student Personas & Targeted Content Slide 9  Links to blogs on re-training; balancing work, home and school  Links to campus support services (child care, academic counseling, financial aid for continuing education)  Links to FB groups for other career professionals Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content 5. Examples of Customized Content: First Time Student
  10. 10. Know Your Audience: Student Personas & Targeted Content Slide 10  This brochure can change, depending on visiting personas 6. Responsive CTAs: Smart Content, Tailored To Personas Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
  11. 11. Know Your Audience: Student Personas & Targeted Content Slide 11 7. Responsive Homepages: Future of High-Tech Targeting Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content  Bucknell University has a responsive homepage that prospective students can customize with their preferences  High-tech behavior targeting will allow colleges to develop several alternative homepages, based on their primary personas – customizing the visitor experience and refining lead generation
  12. 12. Know Your Audience: Student Personas & Targeted Content Slide 12 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+

×