Where to Focus Your Digital Marketing Spend in 2023 A new year is almost here, which means it's time to plan your 2023 digital marketing budget.
Here are the highest-returning digital marketing strategies and some pros and cons to help you decide where to spend your institution’s budget.
1. Email marketing - 3,600%
Pros: most profitable, easy-to-implement, familiar to a wide demographic
Cons: need to consistently generate new and fresh content, lots of trial and error
2. SEO - 2,200%
Pros: great return, minimal work required once integrated, unlimited opportunities
Cons: can be complicated, no clear path to success, volatile at times
3. Pay-per-click - 200%
Pros: target who you want, access various platforms, gain great consumer insights
Cons: lots of upfront investment (ad spend), can be complicated, constant monitoring
4. Paid social media - 95%
Pros: extremely versatile, lots of creative opportunities, great for visual representation
Cons: very saturated, constantly evolving, not the highest converting
And remember, digital marketing is an endlessly evolving space, so be sure to assess your digital strategy and make any required updates before spending money on these channels. Doing so will increase your chances of success and help reduce missed opportunities and inefficiencies in your marketing!
Convert More Students With These Video Tools
Long-time subscribers know how much we love video and read our continuous recommendations to implement it whenever and wherever you can. This motto continues for 2023, as video content will continue to dominate the world of digital marketing.
Here are three amazing video tools to help convert even more students in 2023!
Vocal Video: Everyone knows how powerful student and alumni testimonials are. But what if you took your traditional written testimonial and transformed it into a video? Well, that’s exactly what this tool does. Vocal Video lets you send a simple link, which, once opened, allows the receiver to record themselves and provide you with a video testimonial! It works on any device and doesn’t require any software installation. Once received, all you have to do is edit the video, get everything looking the way you want, and boom, it’s ready to be added to your website, social media, ads, and anywhere else you’d like!
Biteable: Biteable offers a simple and collaborative way for your institution to create videos that drive action. There are hundreds of templates to choose from, endless animations, stock videos and photos, and royalty-free music. You can do everything from creating an ad for your latest program launch to highlighting an alumni’s professional success. It’s simple, intuitive, and a great way to start incorporating video into your marketing strategy.
Vimeo Interactive: Vimeo recently launched its interactive video features. With it comes a whole host of new features, allowing you to do everything from adding interactive in-video touchpoints that redirect to program pages to a chose-your-own-adventure type experience with branching options directing to different videos depending on what the viewer chooses. It looks extremely powerful and a great opportunity for already powerful videos to become even stronger.
These are just a few of our favourite video tools. Be sure to look around and see what’s out there - you’d be surprised how many companies provide exactly what you need!
Realize the Power of User-Generated Content
Prospective students are increasingly looking for authentic marketing when deciding which schools to apply to. One of the best ways to tap into this is by realizing the power of user-generated content!
Current students, alumni, and even faculty members are likely already creating, or certainly capable of creating, real-life, genuine, and engaging content that represents your institution in an accurate and inviting manner.
Once you’ve identified great user-generated content, get creative with it! Some options include:
Publishing the content to your social media channels (resources like Canva have thousands of free templates perfect for incorporating user-generated content into your social media)
Publishing social media feeds to your web pages (don’t simply post the content to your social media. Take it one step further and add social media feeds to your web pages)
Using user-generated content in your paid advertising (video content converts extremely well. Try utilizing user-generated videos in your social media advertising)
Replacing stock photography or professional photos with user-generated ones (this adds to the genuine branding of your institution, allowing prospective students to better connect with your school)
A thorough content marketing strategy will greatly increase the likelihood of successfully incorporating user-generated content. If you don’t currently have one in place, then booking a free consultation with an agency like ours is a great first step!
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