How to Use AI Tools in Higher Ed Marketing: A Practical Guide

Keeping up with technological advances in higher education marketing is crucial for staying ahead.

Generative AI tools can boost creativity, streamline workflows, and make your outreach more effective.

However, with so many tools available, it’s easy to feel overwhelmed by their learning curves and costs.

This blog will show you how to use AI tools in higher ed marketing effectively, making the process manageable and rewarding.

At Caylor Solutions, we’re here to help you turn these tools into a smart, strategic advantage for your team.

Step 1: Identify What You Need from Your AI Tools

Before diving into AI tools, take a step back and evaluate your marketing pain points and aspirations.

Are you struggling to generate enough compelling content, falling behind on data-driven decisions, or bogged down by inefficient communication processes?

Pinpointing these challenges will help you zero in on the areas where AI can have the most significant impact.

For instance, if crafting personalized email campaigns is a bottleneck, tools like ChatGPT or Copy.ai could be game-changers.

On the other hand, if managing team workflows feels chaotic, something like Notion might be your best bet.

Defining your needs not only makes the tool selection process more focused but also ensures you’re addressing the areas that will bring the highest return on your investment.

But in what areas does AI excel at? Generative AI excels in a few key areas that are worth considering as you analyze your workflow:

1. Content Creation: AI tools like ChatGPT and Copy.ai can generate engaging blog posts, social media content, emails, and even video scripts in a fraction of the time it would take a human.
2. Data Analysis: Tools like Perplexity are excellent for summarizing complex data and extracting actionable insights, enabling smarter decisions without hours of manual research.
3. Visual Design: Platforms such as Midjourney and RunwayML create high-quality images and videos, making it easier to produce professional, visually appealing marketing materials.
4. Workflow Efficiency: Organizational tools like Notion and AI-powered transcription services like Fireflies.ai or Otter can streamline collaboration and ensure no detail gets lost in team discussions.
5. Personalization: AI shines in crafting personalized experiences, whether that’s tailoring email campaigns or customizing website content to different audience segments.

Step 2: Choosing the Right Tools

When it comes to generative AI tools, there are so many options to choose from.

To help our clients, we created a list of the Top AI Tools for Higher Ed Marketing to help them begin their selection.

Here’s a snapshot of these top AI tools we mentioned in that post to get you started:

• ChatGPT: This AI from OpenAI can revolutionize your content creation, from drafting personalized emails to managing social media posts and updating website content.
• Midjourney: Ideal for generating captivating visuals, Midjourney can create high-quality graphics for all your digital platforms.
• Perplexity: Use this tool to make sense of complex information quickly, perfect for crafting well-researched content or understanding market trends.
• Notion: A productivity powerhouse, Notion helps in organizing and managing marketing campaigns, from planning stages to execution and monitoring.
• Fireflies.ai: This AI meeting assistant can transcribe, record, and analyze discussions, ensuring no valuable insight is lost.
• Otter: Similar to Fireflies.ai but known for its precision in live transcription, helping you keep track of detailed meeting notes.
• Copy.ai: Automate the creation of compelling marketing copy, from blog posts to social media updates.
• RunwayML: This tool enables you to produce professional-grade visuals and videos, enhancing the aesthetic appeal of your campaigns.

Take some time to explore these tools and consider how they align with the needs you identified earlier for using AI tools in higher ed marketing.

There’s no one-size-fits-all solution, so it’s worth experimenting with different tools to find the perfect fit for your team’s goals.

Whether you’re looking to streamline content creation, simplify data analysis, or enhance team collaboration, these AI tools offer a wealth of possibilities to make your workflow more efficient and impactful.

Don’t be afraid to start small and gradually build your AI toolkit—it’s all about finding what works best for you.

Step 3: How to Integrate AI Tools into Your Higher Ed Marketing Workflow

Start Small and Stay Focused

Start small by integrating AI tools into one segment of your marketing, such as content creation or data analysis.

This approach allows you to manage the learning curve without overwhelming your team.

Begin with Training

It’s important to invest time and resources in helping your team become comfortable with the tools.

Many AI providers offer extensive tutorials and responsive customer support to make the process smoother.

Ensuring that everyone knows how to use the tools effectively will not only build confidence but also maximize the return on your investment.

Launch Pilot Projects

Next, consider launching pilot projects.

Pick one or two areas of your marketing where AI could have an immediate and measurable impact.

For instance, use ChatGPT to draft content for a specific campaign or try Notion to manage a smaller, more focused project.

These pilot efforts allow you to test the waters without committing to a large-scale implementation.

Evaluate and Gather Feedback

Finally, continuously evaluate the impact of these AI tools in your higher ed marketing efforts.

Start by gathering feedback from your team through regular check-ins, anonymous surveys, or dedicated meetings to discuss what’s working and what isn’t.

Encourage them to share specific examples of successes or challenges they’ve encountered while using the tools.

In your surveys and meetings, try to get as specific as possible about the challenges and successes you’re having with AI tools.

The more specific the feedback, the more specific instructions you can give to your AI tools to train them to produce better results for your teams.

Treat AI Tools Like Interns

Think of each AI tool as an intern joining your marketing team.

They come with impressive skills—whether it’s copywriting, graphic design, or data analysis—but they lack the context and specific knowledge of how you like things done.

Just as you’d invest time in training an intern, you need to teach your AI tools exactly what you need from them.

Be as specific with your feedback as you can.

For instance, if an AI tool creates content that’s almost right but not quite, take the time to tweak it and explain what needs to change.

The more detailed your input, the better these “interns” can learn and adapt to meet your expectations.

Over time, they’ll produce work that feels less like generic output and more like a seamless extension of your brand.

Step 4: Scaling Up Your Use of AI Tools in Higher Ed Marketing

Broaden AI Applications

Once you are comfortable with the initial results, it’s time to think bigger and start scaling your use of AI tools across other areas of your marketing efforts.

One of the first ways to do this is by broadening the scope of your AI applications.

For instance, you can extend their use to areas like student engagement, where personalized communication tools can help nurture relationships with prospective students.

Additionally, AI-driven analytics tools can provide deeper insights into campaign performance, helping you refine your strategies and make data-driven decisions.

Integrate AI Into Existing Systems

Another key step in scaling up is integrating these tools more thoroughly into your existing systems.

This might involve linking AI-generated content directly to your CRM or digital marketing platforms, enabling seamless workflows and automated processes.

By doing this, you can ensure that the insights and outputs generated by AI tools are not just theoretical but actively driving results in real time.

Scaling AI effectively means making it an integral part of your operations, not just a standalone solution.

Step 5: Continuous Learning and Adaptation for AI in Higher Ed Marketing

Foster Continuous Learning

The AI world is constantly changing, and keeping your team up-to-date is essential for staying ahead.

Continuous learning should be at the heart of your AI strategy.

Encourage your team to participate in ongoing education, whether through webinars, online courses, or attending industry conferences.

Upskilling in AI capabilities allows your team to explore new features, tools, and best practices that can refine your marketing efforts.

By fostering a culture of learning, you ensure your team remains innovative and adaptable as the technology evolves.

Establish Feedback Loops

Equally important is establishing robust feedback loops.

These mechanisms allow you to learn from both successes and setbacks, providing valuable insights to fine-tune your AI strategies.

For instance, regularly evaluate how effectively an AI tool is meeting your goals—whether it’s improving engagement metrics or streamlining workflows.

Discuss findings with your team, identify areas for improvement, and make adjustments accordingly.

This iterative process ensures that your AI integration evolves in step with your marketing objectives, making it a powerful and continuously improving asset.

It’s Worth the Investment

Learning how to use AI tools in higher ed marketing is a journey worth taking.

These tools are here to complement your expertise, simplify your workload, and unlock new creative possibilities.

By starting small, training your “AI interns,” and refining your processes, you’ll find they become a seamless part of your team.

Success with AI isn’t about replacement—it’s about empowerment.

With thoughtful integration and continuous learning, these tools can transform your marketing efforts and position your institution for lasting success.

Unlock Your Marketing Potential with Expert AI Consulting

Don’t just explore generative AI—master it. 

At Caylor Solutions, our expert consulting services help you integrate AI tools into your workflows seamlessly, from content creation to student recruitment. 

Whether you need strategic guidance through our Fractional CMO services, ongoing support with Ideation Retainers, or Monthly Coaching to empower your entire team, we’ll help you unlock the full potential of AI for higher ed marketing.

Transform your challenges into opportunities with practical AI applications tailored to your goals.

Contact us today to get started!

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Featured image by Elmin via Adobe Stock
Group sitting at table image via Midjourney