As experts in creative and online solutions for some of America’s most prestigious higher education institutions, STAUFFER has spent the last decade honing and mastering building websites that attract and engage with various institutional audiences.
We do this by tailoring micro-experiences across the site depending on which audience is being targeted by specific content. For instance, although every experience within an institution’s site needs to align with the institution’s brand and positioning, the approach to connecting with prospective students or strengthening connections with alumni must be nuanced.
In this article, we will explore impactful strategies and critical considerations STAUFFER uses to optimize an institution’s online marketing strategy to appeal to its most desired segments of prospective and successful graduates.
Understanding the Different Types of Prospective Students
To effectively tailor your communication, it is essential to identify and understand your target audience’s unique characteristics and preferences. Demographics like age, gender, location, and cultural background influence how you construct your messaging. So do the academic interests and career goals of your target audience. Within each of these preferences of your target audiences, you should also consider the learning styles of the students you are looking to attract. By having a sound understanding of your audience, you can then create landing pages that specifically cater to these segmentations.
Identify the Unique Features of Your Institution
Lean into what makes your institution unique. Map out the key faculty members and areas of study that you specialize in. Take note of the geography of your institution and why prospective students would want to spend the next phase of their lives living near your institution. Dive into exploring the student body, academic clubs, and the factors that play into the success of your alums. What makes them unique and demonstrates that your institution is a worthwhile investment to each audience? In assessing all these selling points, STAUFFER recommends brainstorming tactics like building a word cloud and getting an all-hands meeting to perform a SWOT analysis of each area.
By spending some time reflecting on what sets your institution apart and mapping those attributes to what your audiences are looking to achieve, you’ll be able to hone a productive marketing strategy that connects with your array of audiences.
Crafting a Personalized User Experience
Once you have analyzed and segmented your prospective students and analyzed what makes your institution stand out, it’s time to create a personalized user experience that resonates with each group. Focus on the following aspects:
– Tailored Messaging: Craft compelling and relatable content addressing each segment’s motivations, challenges, and aspirations. Tap into the class enrollment data, interview faculty, students, and alumni, and build a pitch based on what they say.
– User-Centric Design: Implement intuitive navigation, visually appealing layouts, and user-friendly interfaces to ensure a seamless browsing experience across devices. A strong QA team (like the one at STAUFFER) will A/B test multiple layouts and designs to find the one that works best for your target audience. Further segmentation and testing may also be done to optimize your message for different audiences.
– Customized Visuals: Incorporate images, videos, and graphics that reflect the diversity of your prospective students and align with their interests and aspirations. Emphasize the strengths of your campus and apply them to targeted landing pages that will appeal to individual target markets.
– Clear Call-to-Actions: Guide visitors towards their desired actions by strategically placing persuasive and relevant CTAs tailored to each segment’s goals. Utilize intelligent algorithms and user data analysis to provide tailored course suggestions, extracurricular activities, and resources based on individual preferences.
Implementing Segmented Landing Pages:
STAUFFER recommends developing segmented landing pages that target specific groups to resonate directly with each one. For prospective students, this approach allows you to deliver highly relevant information and experiences, ensuring a higher chance of conversion. Some essential practices include:
– Engaging Headlines: Craft attention-grabbing headlines that speak directly to the desires and challenges of each segment. We recommend working with a creative agency to partner with your team to build a comprehensive brand voice throughout your institution’s touchpoints.
– Testimonials and Success Stories: Showcase success stories and testimonials from your student body and alums who belong to each segment you are targeting to build trust and credibility.
– Relevant Imagery: Show the pulse of your campus using visuals that feature students from each segment you want to draw registration forms to showcase their achievements and involvement in activities related to their interests.
– Customized Forms: Optimize lead capture forms to collect specific information from each segment, enabling more personalized follow-ups. This data may also be used to refine your overall messaging strategy.
In conclusion, STAUFFER recommends continually analyzing and adapting your strategies based on data-driven insights and feedback to optimize your brand position.
If you want to evaluate or improve your higher education institution’s online presence, STAUFFER’S creative strategists, designers, and developers can help. Please feel free to book an informational discussion with us today.