Embracing the CEO Mindset in Higher Ed Leadership
CCU President Eric Hogue shares his CEO mindset and bold strategies for navigating the complexities of higher ed leadership of sustainability, fundraising, and mission-driven leadership.
content marketing
No way around it: it’s challenging to do content marketing right within the limits of ever-shrinking budgets. But thankfully, results aren’t tied directly to money spent! Here are 7 professional hacks to getting big dollar marketing results on a shoestring budget.
(And if you don’t have a budget yet, read this post first.)
This mental hack is key to successful private higher education marketing, where prestige is part and parcel with the education you’re offering.
Envy is a silent killer.
The constant “grass is greener on the other side” mental refrains we tell ourselves bogs our creativity down as we wallow in self-pity. Don’t let that happen to you!
Remember, everyone’s on a tight budget.
No one feels as if they have all the money they need to do their job right — so there’s no use in dwelling on the “what if’s” and “if only’s.”
Besides, your biggest competitive advantage is being different than all the rest.
You remember the old stories: Moses delivered the Jews from slavery with only the rod in his hand. David killed Goliath with his slingshot and five stones.
Point is… Despite the fiscal crunch you feel, you’ve got resources you might not be considering.
Inventory all the physical and content assets your department already has, like:
You’ll discover that you’ve got more in your hand to work with than you thought — and by repurposing this content you’ll save thousands of dollars.
Not complicated… Robust. Complicated means that you’ll never get around to it because there’s just too much to do. Robust means that it covers all the basics of good marketing such as:
By taking the time to nail down all the components of your marketing strategy, you’ll save money by not wasting it on marketing campaigns and tactics that would never have worked anyway.
And notice you haven’t even spent a dime on these hacks so far!
Private colleges and universities have a plethora of departments, programs, and initiatives that you could possibly communicate to your audiences.
But for the greatest results from your marketing, you must restrict your website’s primary focus to the needs of enrollment.
Enrollment is the watershed team for all of your departments.
When enrollment succeeds in their goals, so too will student services, academics, sciences, human resources, business operations, and alumni relations and advancement.
By focusing on enrollment, you’ll save money on creating media and pages for other departments while generating revenue for those departments through higher enrollment numbers.
Content is the No. 1 way to market with a shoestring budget — hands down.
Per dollar spent, content marketing generates 3X the number of leads than paid search does. And content marketing drives higher conversion rates than traditional marketing by 600 percent!
Content makes you and your organization the authority on whatever you choose to publish, if it consistently answers the questions people have when they come to your site.
Traditional advertising isn’t dead — but it’s so expensive that it can easily kill your marketing budget in one fell swoop.
All of this is under $2,000 — and you don’t even need all of it to begin creating irresistible content that will attract your audience to your website!
But it does cost a lot of work.
Marketing on a limited budget takes creativity, discipline, scrappiness, and a willingness to be ok with authenticity over perfection.
Content does you no good unless your target audiences consume the content. They’ve got to be able to find it and share it with their friends who’re also likely to have the same questions.
So use your social media channels (free!) to constantly drive traffic to your website.
Never let your social media profiles be the home for your content. It’s online “property” you’re renting, not something you own, like your website.
And don’t forget to use your print materials like direct mail and brochures to drive traffic to your online content!
If you’re already budgeting to create that mailing or magazine, use it to foster success in your digital marketing efforts.
This is going to sound self-serving, because, well… I run Caylor Solutions, a marketing agency for private colleges and universities that improves communication, enrollment and development efforts through strategic brand, marketing, websites, print and digital executions.
Disclosures aside, I’m bringing this up because in so many situations, hiring an outside marketing partner is the most economical way to lift your marketing results.
I love what I do, and it pays the bills. But…
By outsourcing, you can…
There are many more reasons to consider an outside agency like Caylor Solutions to improve your marketing results, even on a shoestring budget — but these are the main economic reasons.
Start using the hacks I’ve listed for you here — and if you want to talk about outsourcing with an experienced agency for private colleges and universities, let’s talk.
Set yourself free from your shrinking marketing budget with my popular ebook Marketing on a Shoestring Budget! This ebook is jammed with practical ways to produce high-quality marketing on the cheap.
Inside, I’ll show you proven marketing tactics like…
No hype. No pie in the sky. Just real solutions for getting the job done with the budget you’ve got.
Featured image by ImagePixel via Adobe Stock
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