Failing Forward: Higher Ed Marketing Innovation
Many schools are hesitant to adopt higher ed innovation in their marketing strategy, but the benefits far outweigh the risks. Learn how innovation can change the game for your school!
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A school’s website cannot be all things to all people. For years, you have fought the battle of everyone on campus wanting their space on the home page. But, when it comes down to it, how often are decisions to apply or donate based upon access to the library or today’s dining menu from the home page? Today’s savvy users demand clarity and ease of use. They also expect the site to serve their needs above all else. Your education website design needs to be focused around enrollment, the reason your website primarily exists.
Look to the titans of industry: Amazon, Walmart, Apple, Google. These companies have leveraged the digital world, and especially within e-commerce, to generate conversion and drive revenue. Education is driven by revenue as well. Determining your primary source of income (more than likely enrollment) should help you focus your energies and provide a clear answer when asked internally, “Why is my link not on the home page?”
Once you have identified your target revenue drivers, look for ways to build a funnel of conversion. Leverage tools such as landing pages, inbound marketing, and other tips mentioned on this website to create a site that works for you.
As digital natives begin the college search, institutions that are doing education website design with a customer focus will have the edge in a very competitive marketplace. Does your education website have a strategy-driven focus?
If you need help with your website or with any of your marketing strategies, feel free to reach out.
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