Social Proof: Digitally Building Trust with Prospective Students (and 7 Tips on How to Do It)
In marketing, social proof is essentially your evidence. It provides valuable insights into why your institution stands above the rest and shows potential students that what you’re offering is worth their time, attention, and investment.
But how do you showcase that? Here are 7 tips for leveraging social proof in digital marketing to build trust with potential enrollees.
Use Student Testimonials and Reviews. Encourage current and former students to leave reviews on your website, social media pages, or review platforms like Google or Yelp.
Showcase Case Studies and Success Stories. Feature specific programs, their benefits, and potential career outcomes to illustrate your value to potential students.
Highlight Social Media Followers and Engagement. Highlight the number of followers, likes, comments, and shares your school has racked up to show your credibility, desirability, and ability to connect with others.
Display Certifications and Awards. If you’ve got it, flaunt it! Display any relevant certifications, memberships, accreditations, or awards on your website and socials to build trust with potential students.
Collaborate With Influencers and Educational Experts. Partner with well-known influencers or academic leaders to showcase their endorsement of your campus, programs, and community involvement.
Utilize Logos and Testimonials. If you’ve worked with or are partnered with reputable or recognizable brands, showcase their logos on your website. Using testimonials from previous students who experienced success due to your programs will also help build credibility and visibility.
Use Social Proof in Your Marketing Campaigns. Incorporate testimonials, reviews, credentials, and case studies into your ad copy, landing pages, and email campaigns. This helps show the value you can provide to potential students.
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The Impact of Student Reviews on Your Online Presence
Whether good, bad, or indifferent, reviews hold a lot of power in shaping how your institution is viewed online. Take a peek at the ways reviews can affect your school!
Building Trust and Credibility. Prospective students are more likely to trust the opinions of their peers over traditional advertising, so good reviews can go a long way in building credibility and encouraging tours and applications.
Increasing Visibility and SEO. When ranking websites in search results, Google considers the number and quality of reviews. Positive reviews help improve your website's visibility and attract more organic traffic.
Providing Valuable Feedback. Student reviews can offer valuable insights into the strengths and weaknesses of your campus, its programs, professors, etc. By listening to their feedback, you can identify areas needing improvement.
Encouraging Loyalty. Engaging with students through reviews and responding to feedback helps to build rapport. Students who feel valued and listened to are more likely to become advocates for your school.
Influencing Program Decisions. Positive reviews can help sway potential students to choose your programs over that of another academic institution, while negative reviews can drive them to steer clear.
💫 PRO TIP: Handling 👎 Negative 👎 Reviews
While getting a poor online review is never fun, it’s important to always acknowledge it.
Respond promptly and professionally, addressing any concerns and laying out opportunities to resolve the issue(s).
Effectively handling negative reviews can show potential and existing students that you care about their satisfaction and are committed to providing a quality experience.
The Dos and Don'ts of Managing Your Reputation Online
Managing how others perceive your educational facility online is a non-negotiable in today's digital age. So, make sure that you:
🇩 🇴
✅ Monitor your online presence regularly for what’s being said about you. ✅ Respond to both positive and negative feedback professionally and promptly. ✅ Engage with your audience through social media and other online platforms. ✅ Create and share high-quality, valuable content that showcases your expertise. ✅ Encourage positive reviews and testimonials from satisfied students. 🇩 🇴 🇳 🇹
❌ Ignore negative feedback or reviews. ❌ Engage in arguments or heated debates via public online platforms. ❌ Delete or hide negative comments or reviews, as this can damage your credibility. ❌ Engage in unethical or dishonest practices to improve your online reputation. ❌ Neglect to update and maintain your online profiles and websites.
👉 Moving forward: Opting for professional social media management and ensuring your content marketing is on point will take you far in securing your reputation as a leader in academia.
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