Successful inbound marketing is measured by increased brand awareness and positive audience engagement. Great content for an inbound campaign creates genuine interest in your institution from future students and their family members. It helps people get to know your campus and answers questions. Today, we’ll explore the inbound marketing philosophy and whether this strategy works for Gen Z and Gen P students.
What Is Inbound Marketing in Higher Ed?
An inbound strategy centers on a flywheel strategy with three pillars. A digital marketing flywheel may look something like this:
Attract: Also known as the awareness stage, this phase relies on social media, videos, and blog articles to introduce students to your campus, programs, and student life.
Engage: Webinars and virtual tours provide students personalized opportunities to engage with professors and admissions staff during this phase, also known as the consideration stage.
Delight: Higher education institutions use welcome series emails during the decision stage to inform newly accepted students and parents.
A diverse marketing strategy incorporates inbound and outbound marketing. Outbound strategies include having admissions teams send direct mail, attend recruiting fairs, and connect with potential students via phone.
However, studies show that Millennials, Gen Z, and Gen P students prefer using digital methods to research and compare schools. As your target audience leans into email marketing and web searches, inbound marketing will help you speak to potential students at every stage of their decision-making process.
Limitations of Inbound Marketing
Moving potential students through each stage of the flywheel strategy requires tailored strategies that speak to their needs, keep them engaged, and motivate them to take the next step. Studies confirm that Gen Z prioritizes authenticity and personal connection.
Higher education marketing strategies focused on attracting Gen Z students must include in-person events. Whether on campus or organized in local cities, in-person connections can strengthen students’ connection to your institution. Successful events include:
- Open houses and campus tours
- Alumni-hosted events
- Student-faculty mixers
- Financial aid seminars
- Sporting events
- Concerts
- Lectures
Tailored experiences that allow students to picture themselves on campus will draw them in.
Planning for a Long Lead Nurturing Cycle
The higher education lead nurturing cycle can last for several years. Many students begin exploring potential college paths two to three years before graduation, so inbound strategies are valuable.
Robust social media campaigns that combine user-generated content with blog posts, YouTube videos, and paid ads will raise awareness about your institution. Press releases announcing major donor gifts, scholarship awards, and ribbon-cutting ceremonies keep current events at the forefront of potential students’ minds.
However, a digital campaign has limitations. For example, consider hosting alumni networking events in person rather than holding a potential student webinar over Zoom. While it will require additional coordination, inviting students to connect with alumni within their communities will help emphasize the success of graduates from your institution. College fairs and school visits are also valuable outbound marketing strategies your admissions team can use to identify interested students.
Email Marketing Still Works—If Done Right
Email is still a highly effective marketing tool. Studies reveal that 58% of Gen Z students check email multiple times a day, and 23% check email once a day. That said, the frequency of emails sent and the content will make all the difference in your institution’s ability to connect with the recipients. Personalization and segmentation matter significantly when designing lead generation campaigns. However, well-timed, informative email content will help keep your institution in the running as students finalize decisions.
So, Does Inbound Still Work?
Ultimately, an inbound digital strategy will strengthen your marketing efforts when used with in-person marketing strategies. Inbound methodology that prioritizes personalization and data-backed decision making will help your marketing team attract the right audience at every stage of their decision-making process.
At SMA Marketing, we understand the importance of implementing diverse marketing strategies. Learn more about how we partner with higher education institutions to improve organic and paid reach. Request a free consultation today.