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Innovative Pathways: Transforming College Marketing by 2025 · Higher Ed Marketing Insider

• 0:00
  Jill: Hey everyone.
• 0:00
  Jill: Welcome back today.
• 0:02
  Jill: We're going to be, uh, taking a deep dive into the future of higher ed marketing, you know, looking ahead to 2025.
• 0:10
  Jack: So
• 0:10
  Jill: whether you're, you know, getting ready for some big old meeting, trying to stay on top of all the latest trends, or just kind of curious about what's coming next, we've got you covered.
• 0:19
  Jill: Absolutely.
• 0:20
  Jill: We've been digging through a whole bunch of blog posts, articles, all that good stuff, all focused on how colleges and universities can really connect with students in this, you know, this world that just seems to be changing faster and faster every day.
• 0:33
  Jack: Yeah.
• 0:34
  Jack: It's moving fast.
• 0:35
  Jill: So our mission today is to, you know, sift through all that and pull out those big takeaways, the things that'll make you go, wait, really?
• 0:42
  Jack: Definitely.
• 0:43
  Jack: The stuff that makes you stop and think.
• 0:45
  Jack: I haven't thought about it like that before.
• 0:47
  Jill: Exactly.
• 0:48
  Jill: And, you know, when we talk about higher ed marketing, we gotta start with social media, right?
• 0:52
  Jack: It's unavoidable these days.
• 0:54
  Jill: It really is.
• 0:54
  Jill: I mean, we've all heard that colleges are doing pretty well on social media, but just how well are they doing?
• 1:00
  Jack: Honestly?
• 1:01
  Jack: They're not just doing well, they're killing it.
• 1:03
  Jack: They're at the top of the game.
• 1:04
  Jill: Really?
• 1:05
  Jack: Seriously.
• 1:05
  Jack: There IQ, and they looked at 14 different industries and higher ed consistently ranked first or second for engagement across platforms.
• 1:18
  Jill: Wow.
• 1:18
  Jack: Across the board.
• 1:19
  Jack: They're crushing it, especially on Instagram.
• 1:21
  Jill: Instagram seems to be where it's at for a lot of folks these days.
• 1:24
  Jill: It's
• 1:24
  Jack: huge.
• 1:25
  Jill: Okay, so colleges have figured out how to, you know, meet students where they are, at least on social media.
• 1:31
  Jill: But even social media itself is changing so rapidly.
• 1:33
  Jill: Like, we're seeing this whole.
• 1:35
  Jill: Rise of what they're calling social search, social
• 1:38
  Jack: search.
• 1:38
  Jack: Yeah, it's fascinating.
• 1:39
  Jack: It
• 1:39
  Jill: really is.
• 1:40
  Jack: Think about it.
• 1:41
  Jack: Gen Z millennials.
• 1:43
  Jack: They're using platforms like TikTok and Instagram as search engines.
• 1:48
  Jack: They're not just scrolling for fun anymore.
• 1:49
  Jill: No, they're not.
• 1:50
  Jack: They're looking for information.
• 1:52
  Jack: HubSpot's research even found that preference for social search jumped from 15 percent to 21 percent just in the past year.
• 1:59
  Jill: Wow.
• 2:00
  Jill: In just a year.
• 2:01
  Jack: Yeah, it's crazy.
• 2:02
  Jill: So instead of like Googling best nursing programs, they're searching it on TikTok or Instagram.
• 2:08
  Jack: Exactly.
• 2:08
  Jack: That's a,
• 2:09
  Jill: that's a big change.
• 2:10
  Jack: It's a huge shift.
• 2:12
  Jack: And it means colleges need to rethink their whole social media approach.
• 2:15
  Jack: It's not just posting pretty pictures anymore.
• 2:17
  Jack: It's about being a resource, something students can actually find.
• 2:21
  Jack: When they're looking for information.
• 2:22
  Jill: Yeah, it makes sense.
• 2:23
  Jill: So how do, how do colleges make that shift?
• 2:25
  Jill: How do they make sure they're not just present, but they're actually showing up in those social searches?
• 2:29
  Jack: Well, it starts with understanding what students are searching for on those platforms and tailoring content.
• 2:36
  Jack: To meet those needs.
• 2:38
  Jack: Think about like answering common questions, providing insights, showcase student life authentically.
• 2:44
  Jill: Gotcha.
• 2:45
  Jill: OK, so social media is a must win for colleges.
• 2:47
  Jill: We've established that.
• 2:48
  Jill: But there's another big player in the game these days.
• 2:51
  Jill: AI.
• 2:51
  Jack: Oh, yeah.
• 2:52
  Jack: AI is everywhere.
• 2:53
  Jill: It really is.
• 2:54
  Jack: And higher ed marketing is no exception.
• 2:56
  Jill: Definitely not.
• 2:57
  Jack: Tools like ChatGPT, they're changing how people research schools.
• 3:01
  Jack: Imagine a student using ChatGPT to compare nursing programs.
• 3:04
  Jack: They might get all the info they need, curriculum, cost, career outcomes, without even visiting a college website.
• 3:10
  Jill: Whoa, that's kind of scary.
• 3:12
  Jill: Right?
• 3:12
  Jill: If students are getting their information from AI, what happens to the college website?
• 3:16
  Jack: That's the big question.
• 3:17
  Jack: And it's not just ChatGPT either.
• 3:20
  Jack: Google's getting in on the AI action with AI overviews.
• 3:23
  Jill: AI overviews?
• 3:24
  Jack: Yeah, or AIOs for short.
• 3:26
  Jack: Basically, they're AI generated summaries that pop up above the regular search results on Google.
• 3:31
  Jill: Oh, okay.
• 3:32
  Jill: So are those, uh, are those AIOs a friend or foe for colleges?
• 3:36
  Jack: It's tricky.
• 3:37
  Jack: There are definitely pros and cons.
• 3:39
  Jack: On the one hand, your website could get featured as a source for an AIO, which would drive traffic, right?
• 3:44
  Jack: Right.
• 3:44
  Jack: But research from Sear Interactive found that when an AIO is present, the click through rate for the organic search results drops.
• 3:52
  Jack: Oh no.
• 3:52
  Jack: Like, a lot, we're talking a 70 percent drop.
• 3:54
  Jill: 70%.
• 3:55
  Jack: Yeah.
• 3:56
  Jack: So even if you're ranking high on the page, people might not even scroll down far enough to see your website.
• 4:00
  Jill: So colleges are facing this double whammy of students potentially bypassing websites entirely thanks to AI, and then these AIOs potentially stealing the spotlight from even well ranked pages.
• 4:11
  Jill: It's
• 4:11
  Jack: a lot to deal with.
• 4:12
  Jill: It really is.
• 4:13
  Jill: So, okay, let's talk solutions.
• 4:16
  Jill: What can colleges actually do to win in this, this rapidly evolving landscape?
• 4:21
  Jack: Well, first and foremost, SEO is still crucial.
• 4:24
  Jill: Okay.
• 4:24
  Jack: But it's more than just keywords now.
• 4:27
  Jack: You need to think about optimizing for AI and social search.
• 4:30
  Jack: Making sure your content is digestible for both people and algorithms.
• 4:34
  Jill: Okay.
• 4:35
  Jill: So what does that look like, practically speaking?
• 4:38
  Jill: Like, give me an example.
• 4:39
  Jill: Sure.
• 4:39
  Jack: Search influence suggests targeting what they call commercial.
• 4:42
  Jack: Or transactional keywords, for example, instead of just focusing on why get a nursing degree, you'd also target phrases like.
• 4:49
  Jack: Best online nursing programs, you know, stuff people search when they're closer to actually enrolling.
• 4:55
  Jill: It's about meeting students where they are in their journey.
• 4:57
  Jack: Exactly.
• 4:58
  Jill: Okay, I like it.
• 4:59
  Jill: Anything else colleges should be thinking about.
• 5:01
  Jack: Don't underestimate the power of offline marketing.
• 5:04
  Jack: Events, College fairs, even those guerrilla marketing tactics, like, uh, you know, chalk art on the sidewalk.
• 5:11
  Jill: I love that, those creative out of the box things.
• 5:14
  Jack: Exactly.
• 5:14
  Jack: It's about standing out, making a memorable impression.
• 5:17
  Jill: So it's all about that balance between these really innovative online strategies.
• 5:23
  Jill: And then those, those offline tactics that still have a lot of power.
• 5:28
  Jack: Exactly.
• 5:29
  Jack: A well rounded approach.
• 5:30
  Jack: And no matter what platform you're using, content itself is still king.
• 5:34
  Jill: Okay, let's talk content.
• 5:36
  Jill: What kind of content is going to resonate with students?
• 5:39
  Jill: In this new world where we've got AI, social search, all of that dominating the conversation.
• 5:45
  Jack: Authenticity, that's key.
• 5:47
  Jack: Showcase real student stories.
• 5:49
  Jack: Give them a genuine glimpse into campus life.
• 5:51
  Jack: Yeah.
• 5:51
  Jack: Students want to see themselves at your school, right?
• 5:53
  Jill: Right.
• 5:54
  Jack: And who better to show them than their peers?
• 5:56
  Jill: Makes sense.
• 5:57
  Jill: Real stories, real people, that's what connects.
• 5:58
  Jill: What else?
• 5:59
  Jack: Don't forget about educational content.
• 6:00
  Jill: Educational content.
• 6:01
  Jack: Yeah.
• 6:02
  Jack: Think about all those common questions students and parents have about the college process and create content that answers them thoroughly.
• 6:09
  Jack: Blog posts, FAQs, articles, all of that can position your school as a helpful resource.
• 6:15
  Jill: So it's not just about selling your school, it's about being a resource for those students.
• 6:19
  Jill: What about video?
• 6:20
  Jill: Everyone always says video is king, but is it really that important for higher ed?
• 6:24
  Jack: Video is essential.
• 6:26
  Jack: Huge for both social media and SEO.
• 6:29
  Jack: Especially short form video on platforms like TikTok and Reels.
• 6:32
  Jack: Imagine a TikTok video featuring a nursing student talking about their clinical rotations.
• 6:37
  Jack: That's going to resonate way more than a bullet point on a website.
• 6:39
  Jill: I can see that.
• 6:40
  Jill: It's more engaging.
• 6:41
  Jill: Okay, we've covered a lot here.
• 6:42
  Jill: Social media, AI, content, anything else we're missing.
• 6:45
  Jack: One last piece, and it's a big one.
• 6:49
  Jill: Ah, yes.
• 6:50
  Jill: Personalization.
• 6:51
  Jill: Everyone's talking about it, but it can be tricky, especially in higher ed.
• 6:54
  Jill: How can colleges personalize their efforts without being, you know, creepy or invasive?
• 6:59
  Jack: That's the question, isn't it?
• 7:01
  Jack: Finding that balance.
• 7:03
  Jack: One way is focusing on personalized campaigns, like emails tailored to a student's interests or targeted discounts.
• 7:10
  Jill: So instead of sending generic emails, you're sending these really specific messages that are actually relevant to that individual student, right?
• 7:18
  Jill: But how do you make sure you're not crossing any lines when it comes to data privacy and all of that?
• 7:23
  Jack: Transparency is huge.
• 7:24
  Jack: Be upfront with students about how their data is being used.
• 7:28
  Jack: Give them control over their communication preferences.
• 7:31
  Jill: Build trust, don't break it.
• 7:32
  Jack: Exactly.
• 7:33
  Jill: Okay, so we've got social media, AI, content, and personalization.
• 7:39
  Jill: Anything else colleges should be keeping in mind as we look ahead?
• 7:42
  Jack: I think it's important to remember that all these pieces are connected.
• 7:45
  Jack: You can't just focus on one and ignore the others.
• 7:47
  Jack: You need a holistic approach.
• 7:49
  Jill: Gotta keep the big picture in mind.
• 7:50
  Jack: Exactly.
• 7:51
  Jack: And of
• 7:51
  Jill: course, always put the student experience at the center of your strategy.
• 7:54
  Jack: Always.
• 7:55
  Jack: Always, always, always.
• 7:56
  Jack: Yeah, it's a wild world out there.
• 7:58
  Jill: It really is.
• 7:59
  Jill: And speaking of wild worlds, you know, there's been all this talk about declining enrollment rates, the whole, you know, demographic cliff thing.
• 8:06
  Jill: Do you think these new marketing trends, like the social search and AI stuff, is that?
• 8:11
  Jill: Is that partly a response to all of that?
• 8:14
  Jack: I think, I mean, I definitely think it's a factor.
• 8:16
  Jack: Colleges are, you know, having to work harder than ever to attract students.
• 8:21
  Jack: And they're, they're realizing that the old ways of doing things, they just, they just don't cut it anymore.
• 8:26
  Jill: They gotta, they gotta step up their game.
• 8:28
  Jack: Yeah, exactly.
• 8:29
  Jack: They gotta get creative, more targeted, more in tune.
• 8:32
  Jack: With how students are actually, you know, finding information these days.
• 8:36
  Jill: Yeah.
• 8:36
  Jill: It's like that decline in enrollment has kind of forced colleges to push the boundaries, be more innovative with their marketing.
• 8:43
  Jack: Yeah, I like that.
• 8:44
  Jack: Necessity is the mother of invention, right?
• 8:45
  Jack: That's
• 8:46
  Jill: right.
• 8:47
  Jill: So what do you, what do you see coming down the pipeline?
• 8:49
  Jill: What trends are you keeping an eye on for the future of higher ed marketing?
• 8:52
  Jack: Well, I mean, we've already talked about social search and ai and I.
• 8:56
  Jack: I think those are going to become even bigger.
• 8:58
  Jack: But there's other cool stuff on the horizon, too.
• 9:00
  Jack: Like, uh, personalization.
• 9:02
  Jack: Colleges are going to get even better at, you know, tailoring their messages to each student.
• 9:07
  Jill: Personalization.
• 9:08
  Jill: That's the holy grail of marketing these days, right?
• 9:12
  Jill: But it's, it's tricky.
• 9:13
  Jill: How can colleges do it effectively without, you know, crossing the line, being creepy with student data?
• 9:19
  Jack: That's the million dollar question, right?
• 9:21
  Jill: Yeah.
• 9:21
  Jack: Students are getting smarter.
• 9:22
  Jack: They know how their data is being used.
• 9:24
  Jack: They're, they're going to demand more transparency, more control.
• 9:26
  Jack: Mm
• 9:27
  Jill: hmm.
• 9:27
  Jack: Colleges that don't get that, they're going to, they're going to lose trust.
• 9:30
  Jill: Yeah, you can't, you can't be innovative at the expense of, of being responsible and ethical.
• 9:35
  Jill: No,
• 9:35
  Jack: absolutely not.
• 9:36
  Jack: And that balance is going to become even more important as new technologies pop up.
• 9:40
  Jack: We're already seeing the rise of, of virtual reality and augmented reality.
• 9:45
  Jack: And I think those have the potential to, to really change the game for colleges.
• 9:49
  Jack: Absolutely.
• 9:50
  Jill: VR and AR.
• 9:51
  Jill: Okay, tell me more about that.
• 9:52
  Jill: How could those be used in a higher ed marketing?
• 9:54
  Jack: Imagine a student, they're sitting at home, and they can take a virtual tour of the campus.
• 10:00
  Jack: They can, they can walk through the quad, visit a lab, they can even, like, attend a class.
• 10:05
  Jill: Wow.
• 10:06
  Jack: Or they could use AR to, you know, get information about different buildings or programs as they're walking around campus on a visit.
• 10:13
  Jill: Oh, so they're seeing it through their phone.
• 10:15
  Jack: Yeah, like superimposed on the real world.
• 10:18
  Jill: That's pretty cool.
• 10:19
  Jack: It's way more engaging than, you know, just looking at pictures or videos.
• 10:22
  Jill: Definitely.
• 10:23
  Jill: And it's not just for recruitment, right?
• 10:24
  Jill: You could use that stuff to enhance the actual student experience once they're enrolled.
• 10:29
  Jack: Exactly.
• 10:30
  Jack: Imagine using VR for like simulations in a science lab or AR for, you know, guided tours of historical sites for a history class.
• 10:40
  Jill: It's like the possibilities are endless.
• 10:42
  Jack: They really are.
• 10:42
  Jack: It's an exciting time.
• 10:44
  Jill: It is! But with all of this stuff coming at you, all these new trends and technologies, it can be kind of overwhelming, right?
• 10:51
  Jill: What advice would you give to a college marketer who's just like, Uh, what do I do with all of this?
• 10:56
  Jack: Don't panic.
• 10:58
  Jack: Breathe.
• 10:59
  Jack: And go back to the basics.
• 11:00
  Jack: The
• 11:00
  Jill: basics.
• 11:01
  Jack: Yeah.
• 11:01
  Jack: Remember what we talked about.
• 11:02
  Jill: Yeah.
• 11:03
  Jack: Know your audience.
• 11:04
  Jack: Meet them where they are, provide value and be willing to experiment.
• 11:09
  Jill: Those are the core principles.
• 11:10
  Jack: Yeah, exactly.
• 11:11
  Jack: If you keep those in mind, you'll be fine.
• 11:13
  Jack: And you know, stay informed.
• 11:15
  Jack: Go to conferences, read articles, talk to other people in the field.
• 11:18
  Jill: It's all about being a lifelong learner.
• 11:20
  Jack: It is.
• 11:21
  Jill: Yeah.
• 11:22
  Jill: All right.
• 11:22
  Jill: Well that's, that's some great advice.
• 11:24
  Jill: But before we wrap up, I want to pose a question to our listeners out there.
• 11:27
  Jill: We've talked about a lot of different platforms and strategies today, but if you had to pick just one platform to focus on right now, which one would it be and why?
• 11:37
  Jill: And what about content?
• 11:39
  Jill: If you had to pick just one type of content that you think is really gonna grab attention and make a college stand out, what would it be?
• 11:47
  Jack: Ooh, that's a tough one.
• 11:48
  Jack: It
• 11:48
  Jill: is a tough one.
• 11:49
  Jack: Um, But, you know, we'd love to hear your thoughts on that.
• 11:52
  Jill: Share
• 11:53
  Jack: your ideas with us on social media.
• 11:54
  Jack: Let's keep this conversation going.
• 11:56
  Jill: Yeah, it's a, it's a conversation that never really ends, does it?
• 11:59
  Jack: It doesn't, especially in this field.
• 12:01
  Jack: Things are always changing.
• 12:02
  Jill: Yeah, that's for sure.
• 12:03
  Jill: Well, this has been a really fascinating deep dive into the future of higher ed marketing.
• 12:08
  Jill: It has.
• 12:09
  Jill: You know, it's clear that the world is changing fast, but it's also like a really exciting time to be in this field.
• 12:15
  Jack: Yeah, I think so too.
• 12:16
  Jack: There's so much potential to, to really make a difference, connect with students in, in new and, and really meaningful ways.
• 12:22
  Jill: Absolutely.
• 12:23
  Jill: Well, thanks for joining us on this deep dive, everyone.
• 12:25
  Jill: Thanks
• 12:25
  Jack: for having me.
• 12:26
  Jill: And we'll, uh, we'll catch you next time for another, another exploration of, of all the trends that are shaping higher ed.