Inbound marketing in education: Tips for attracting more students

The higher education (HE) sector has never been more competitive.

With international student numbers dropping, and institutions competing for a smaller cohort of UK students, universities and colleges need to get smart with their higher education inbound marketing.

To stay competitive, HE institutions must find innovative and engaging ways to attract prospective students to apply because traditional advertising on its own is no longer enough.

Students now expect personalised content to help them make decisions about their future.

With that in mind, universities and colleges need to build relationships with prospective students through content that’s not only informative but also engaging and targeted to answer particular questions.

Inbound marketing focuses on organically attracting students rather than just communicating promotional messages, guiding them through the decision-making process.

Here’s some techniques institutions can use to fully optimise their higher education inbound marketing:

Develop high-quality content

Content is at the heart of a strong inbound marketing strategy for higher education.

Prospective students are active in searching for information about potential courses, campus life, and subsequent career prospects.

Universities should create high-quality content, using a range of channels and media to provide insight into academic opportunities and student experiences.

Video content is playing an increasingly important role in communicating with prospective students.

Social media engagement

Social media is perhaps the principal means through which prospective students will engage with institutions.

It should play a central role in higher education inbound marketing strategies, and universities ought to actively engage with audiences on platforms such as Instagram, TikTok, LinkedIn, and Facebook.

Social media content should be agile and inspiring, using humour and informality, to engage audiences.

However, different content may need to be created for different platforms.

Posting behind-the-scenes content, student testimonials, and interactive Q&A sessions can build trust, and encourage engagement.

Targeted social media ads based on student interests and key demographics can further increase marketing reach.

SEO to increase visibility

Search Engine Optimisation (SEO) is essential in inbound marketing for higher education.

Institutions need to optimise their website content with relevant keywords, creating SEO-friendly blog post posts, web pages, and video content.

It’s also important to ensure fast website loads speed and mobile-friendly pages.

This enhances search rankings and can improve discoverability.

Without effective SEO, your content is at risk of being lost and overlooked.

Use video marketing to tell your story

Video content has never been more important for higher education inbound marketing.

Universities should create compelling video content such as programme information, student interviews, testimonials, and footage of campus life.

Live streaming events, such as open days and webinars allow potential students to interact with the faculty and admissions team in real time.

High-quality video content can not only build credibility and share information, it can also enhance emotional connections with prospective students.

Free online resources and webinars

Providing free resources is a great way to attract students while showcasing research and expertise.

Providing downloadable guides, checklists, and sample lectures can further engage prospective students and encourage them to apply.

Universities are creating accessible content, with lectures, and research discussions accessible by the general viewer. These can help a university increase its profile and establish their credibility.

Student and alumni advocacy

Word-of-mouth marketing can be a powerful tool to attract students to an institution.

One way to do this is through alumni advocacy and student-led content.

Encouraging current students and alumni to share their experiences through testimonials, blog posts, and social media content add greater authenticity to a university’s brand.

HE institutions are increasingly partnering with influencers, who often have their own connection to the institution, to share their own perspective.

Higher education video content from Eight Engines

Eight Engines is one of the leading video production companies in the North West of England.

We work with educational clients in Manchester and beyond to create compelling, professional, and persuasive films that engage and inspire your target audience.

We bring film and TV production values to every project we undertake, giving our clients an advantage over their competitors.

Contact us today to give your institution the platform it needs to shine.

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