Education & Training

Multiple factors: (1) Competition from online alternatives (online courses, bootcamps, self-study), (2) Students seeking affordability and flexibility, (3) Unclear career outcomes ('where will this lead?'), (4) Outdated marketing failing to reach prospective students, (5) Poor online presence and website experience, (6) Lack of authentic student testimonials, (7) Global competition (international institutions reaching local students). Success requires clearly demonstrating value and using targeted digital marketing.

Students research online through: (1) Google search for program information and comparisons, (2) Social media (Instagram, TikTok, YouTube) for institutional culture and student life, (3) Review sites (Trustpilot, Google reviews, niche education sites), (4) YouTube for program videos and student testimonials, (5) LinkedIn for career outcomes, (6) Email from inquiry follow-up. Multi-channel approach required—no single platform reaches everyone.

Critical—prospective students trust peer experiences more than institution messaging. Effective strategies: (1) Video testimonials from actual students (about program quality, career outcomes, experience), (2) Written testimonials on website and landing pages, (3) Student social media takeovers showing real campus/program life, (4) Alumni success stories with specific career/salary outcomes, (5) Before/after stories (what they learned, where they went), (6) Rating/review site optimization (Google, Trustpilot, specific education sites). Authenticity is essential—students spot fake testimonials.

Effective content answers student questions: (1) Program curriculum and what they'll learn, (2) Career outcomes and job placement rates, (3) Cost, scholarships, and financial aid options, (4) Student life and campus culture, (5) Faculty expertise and credentials, (6) Admissions requirements and timeline, (7) Student experience videos and testimonials, (8) Comparison with competing institutions. Focus on outcomes—'this degree leads to X salary/job' converts better than institutional pride.

Typically 6-12 months: (1) Research phase (3-4 months): student explores options, watches videos, reads reviews, (2) Interest phase (1-2 months): narrows down choices, compares programs, (3) Application phase (1-2 months): submits application, interviews, finishes paperwork, (4) Decision phase (1-2 months): final choice, confirms enrollment. Multiple touchpoints required—first contact to enrollment requires consistent nurturing through email, retargeting, content, and personal outreach.

Key metrics: (1) Cost per inquiry (CPI)—track by source, (2) Inquiry to application rate—are you converting interest?, (3) Application to enrollment rate—closing rate, (4) Average inquiry quality—are leads real?, (5) Source attribution—which channels drive best students?, (6) Inquiry volume by program—which programs draw interest?, (7) Enrollment growth vs previous year, (8) Retention rate—do enrolled students complete?. Track these monthly to optimize enrollment machine.

Critical—70%+ of prospective students research on mobile. Website must have: (1) Fast mobile load time (under 3 seconds), (2) Easy mobile navigation, (3) Large, clickable CTA buttons, (4) Mobile-optimized application process, (5) Readable mobile text (not tiny), (6) Responsive video players, (7) Quick access to key information (programs, costs, dates). A slow or non-mobile-friendly site loses 50%+ of prospects. Mobile experience directly impacts applications.

Both work but differently. Traditional (direct mail, campus events) reaches parents and builds local awareness. Digital (social, Google, email) reaches students searching online and scales cost-effectively. Optimal mix: (1) Digital primary channel (fastest growing prospective students), (2) Traditional secondary (parent engagement), (3) Events for relationship building, (4) Community partnerships for local presence. Digital provides measurable ROI; traditional builds long-term brand trust.