More than 74% of people in Gen Z (those born between 1995 and 2010) say they spend their free time online, so leveraging your social media is a great way to reach this audience.
Social media marketing is required if you are looking to reach a more extensive audience base for your university or school. Social media is a great avenue to enhance a school's brand value, drive admissions, and boost student engagement.
Whether you choose to invest millions or cents towards your marketing budget, the aim is to spend it right.
What To Market
Parents and students also want information – outside of your school's website – to see what everyday life would really be like if they attend your school. People want to see authenticity in your content; real people posting real things.
There isn't a "one size that fits all" kind of strategy. The most important thing to consider while promoting your school or university on social media is the message you want to convey.
Once you have the message figured out, take every chance to promote your social media accounts, including links in marketing material and feature "follow" buttons on your school website and in your email marketing.
Consider cross-promoting your social media channels for broader visibility. For example, tweet about your Facebook page or an Instagram post. Remember, more eyes mean more opportunities.
How To Market
Social media marketing comes in two flavors
1. Paid Social Ads And Promotion (Acquisition)
If you aim to reach new parents and students, you will find the most success with paid social ads and promotions. This is an excellent tactic to get a large number of potential students.
If you want to play the game, then you have to pay for the game. Don't worry; it doesn't cost as much as traditional media advertising from the past. Even an institution with a low marketing budget can still leverage these promotions to reach its target audience.
2. Organic Social Posts (Retention)
If you are looking at retention, building a sense of community, the organic posting is your best strategy.
You can use your social media channels and reach potential students by painting a picture of your institution. Allow prospects to get a peek into life at your school through your social media channels. Frequently post photos and videos that illustrate the campus energy. You want prospective students to be able to imagine themselves at your school easily.
For awareness campaign, you should gather students' or teachers' success stories and link this post back to your school's homepage or a specific landing page.
You should have a customer relationship management (CRM) platform in place to get prospective students and families into a contact database that will trigger a lead nurturing email campaign. The CRM feature in Statusbrew logs all the contact information in an accessible directory. You can view a list of people who have interacted with your social media profiles, along with their contact information, tags, and more.
Also, host live chats and Q&A sessions with admission staff, professors, alumni, or even current students on social media. This will allow you to reach prospective students in real-time and can be highly interactive and engaging than an email alone.