3 Reasons Why Inbound Marketing Increases Enrollment
Inbound marketing is the creation and distribution of content that focuses on letting consumers find the products and services they need instead of producers searching for their consumers.
This marketing strategy is especially effective in the higher education sector for three primary reasons.
1. The current market audience is digitally adept.
With the average college student being a young adult, it can be expected that the majority of this demographic would be well-practiced with current media and technologies.
If the mass of the general student population is always on a phone or computer, then having a website that adheres to the fundamentals of inbound marketing will bring a steady stream of curious visitors who can be then converted into qualified leads.
2. We already know the needs and wants of the target market.
If you're selling a new product or service, you need to determine whether or not an audience will be receptive to your propositions. It takes time, money, and analysis to figure out what a good customer base wants.
But for universities, we know what potential students want. They want a high-quality education, and they want to be able to afford it. Students want to earn a degree that means something so they can better their lives and the lives of others.
Because the hard work of learning the desires of the customer base is already done, to make use of inbound marketing, a university would have to appeal to those desires by leveraging their online presence through a high-converting website, landing pages, and robust social media profiles.
3. Schools naturally produce a wealth of content.
Content is king in the inbound marketing strategy, and most colleges already sit on the thrones.
To make use of inbound marketing, myriad content (of high quality) must be produced to prove to search engines that your website deserves to rank at the top of results pages organically. Because universities often have so many events, students, and involvement with various communities, it's easy to produce a high amount of content.
Because the content is already there, it just needs to be optimized by a team of professionals who know exactly what it takes to place a site at the top of the front page of Google searches.
Inbound marketing is a strong tactic used by the best universities because of its reliability in producing matriculated students.
Most universities have an advantage compared to businesses and corporations that need to actively find customers simply because of the three points we discussed. The problem is that although many universities can make great use of inbound marketing, most don't. They don't utilize their advantages because they don't know those benefits exist.
Learning about strengths is easy, but the hard part is knowing how to use those strengths to achieve the most success.