Prospective students today are bombarded with emails, brochures and mailers from numerous institutions. Social media provides higher ed marketers with the ability to reach those students where they are online and gain critical information from them- a significant step in contacting the lead, scheduling a campus visit, and peaking their interest in the program.
Various social media channels perform well in generating these leads and ultimately optimize your school’s recruitment efforts.
Advertising on LinkedIn is important for colleges and universities looking to target an audience centered around career advancement, professional networking and education. This platform connects higher ed marketers with active and influential professionals from a variety of industries. For this reason, LinkedIn is particularly successful with graduate programs targeted towards audiences with more work experience and interests in business and management.
As the most popular social media channel with almost 2 billion active users, the advertising opportunities on Facebook are endless. The ability to target certain audiences and implement lead generation ads can lead to success in creating quality leads for a variety of programs. Facebook has seen success with both graduate and undergraduate programs, but because many undergraduate-aged young adults are moving to Snapchat and Instagram over Facebook, advertising efforts for these types of programs might resonate better in alternate channels.
Advertising on Instagram centers around the significance of visually impactful content. Combining appealing imagery with strong call-to-actions or videos giving insight into coursework and campus life can provide viewers with a behind-the-scenes look into your program offerings. Because younger adults are more active on this platform, it works particularly well with undergraduate programs.
From Facebook carousel ads to Snapchat stories, many potential students moving through the enrollment funnel experience different touch points and engagements in the recruitment process. Understanding how each of these social media platforms interact and the benefits from each one will help you engage students at the very start of their journey to boost your brand and generate higher quality leads.
This is part two of a two-part guide to social in higher ed. Be sure to read part one to discover how social platforms help build brand awareness!