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B2B Digital Marketing Strategies for Educational Services

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B2B Digital Marketing Strategies for Educational Services

More than 90% of Australian higher education digital marketers believe they’re investing in and building digital elements for their institution. Statistics show that educational-led marketing is the second most common strategy that 77% of B2B marketers use to nurture leads. Market conditions are forcing universities to engage in advertising and promotion. Until yesterday, they relied on their image and the natural flow of applicants, All because the competition is actively growing and young people’s ideas about quality education are changing. Many prefer to study remotely and use online educational services. Educational organizations must use the most impactful digital marketing tools to develop in this unfamiliar new environment.

What are the peculiarities of educational services?

There are 5 primary factors that significantly changed the educational market and the way of educational services promotion:

  • Marketing of the services. Services are intangible. The client cannot come into the store, touch your product and evaluate its quality characteristics. The only thing the client can rely on is the feedback from former students and the organization’s reputation. Therefore, it needs to be worked on.
  • Service not retained. Faculty change periodically, as does the curriculum. Even if former clients have left good reviews, the future client cannot be assured that the quality of education has remained high. To solve this problem, it is necessary to work with the educational institution’s reputation constantly.
  • The long decision-making process. While deciding which hairdressing school to go to is made in a couple of hours, deciding which college to attend can take years. This means constant contact with interested students.
  • Working for two target audiences: parents and students. As a rule, parents and children make the decision to attend an institution jointly. However, their values, desires, and perceptions regarding education may differ dramatically. It is necessary to work with both of these audiences.
  • Active market development. New competitors have appeared in the educational services market: educational document-sharing platforms, courses, online tutors, workshops, etc. Requirements for education have also changed, like secured personal data when learning online.

Now let’s discuss 3 digital marketing strategies for educational services that will lead to creating a successful business.

Educational services strategy 1: PR (public relations)

PR campaign aims to increase the organization’s status, recognition, and prestige. These aspects are fundamental for the development of an educational institution.

First of all, we suggest paying attention to reviews. Applicants and their parents will pay attention to them when they choose educational services.

Working with reviews in education is especially difficult. Here you can’t just leave a comment on a negative review with apologies and a discount on the next purchase. It is necessary to encourage students to write positive feedback. And this should be achieved not by incentives and rewards for writing reviews but by a high quality of education and interaction with students, forming a comfortable environment.

An additional advantage will be if the authors of reviews praise teachers and provide some evidence of a high level of education.

If you have several training areas, then analyze the reviews separately for each area. Prospective students look first at the reviews of the department or educational program to which they want to apply.

Native advertising is another powerful PR tool. It has a significant impact on readers. They perceive it as a regular article and treat the information less critically. It gives the impression that the educational institution is in the spotlight and discussed in the press. As a result, the status and recognition of the organization are increased. The impact is indirect. The person thinks they have made the decision themselves, which increases their loyalty in the future.

Also, an important aspect of Digital PR strategy is crisis communication. When some negative aspect of the organization’s work is actively discussed in the media or on the Internet, it is necessary to respond to it. Measures must be taken to reduce the damage to reputation.

Educational services strategy 2: content marketing

Content marketing is an educational services strategy for dealing with information. It is primarily a way to build relationships and increase brand reputation. Interesting articles draw students and their parents to the site, where they unknowingly absorb information about your organization and become more loyal to it.

Advantages of content marketing strategy for educational services:

  • If your articles are cited, your reputation and visibility increase significantly
  • The credibility of the brand increases. With your articles, you demonstrate your expertise
  • Unlike advertising, it does not cause irritation
  • Long term result
  • Possibility to spread the content at the expense of the users
  • Organize your conference content in an abstract management system.
  • Increase loyalty to the brand
  • The natural inflow of the new clients

Disadvantages of content marketing strategy for educational services:

  • Delayed result. Content marketing requires time to bring the first customers
  • High cost of implementing a content plan
  • Requires constant work on content

Content marketing strategy is complicated in execution but very effective in the long term. Content marketing is especially powerful together with email marketing software.

Educational services strategy 3: email advertising

In mailboxes, you can promote educational services with advertising. The peculiarity of banner email advertising lies in the advertising distribution model. It is shown only to users you or your employees send emails. This approach ensures maximum coverage of the target audience at a minimal cost.

In fact, email ad campaigns have changed the landscape of digital advertising strategy. They are display ads for your everyday emails. However, you don’t have to pay for the ad space within the emails your organization is sending day in and day out. In fact, a handwritten and hand-targeted email from one human to another is the most valuable type of email.

With Opensense, you can:

  • Spread awareness about your products and services that would provide value to each recipient.
  • Deliver specific banners after triggering events like survey results to take advantage of the momentum.
  • Easily ensure your banners match the primary language of the recipient.
  • Target the right audience by lifecycle stage, location, and more for any event.
  • Promote your new podcast or branded content with your logo design to your most engaged crowd.

When combined, separate promotion channels work better because efforts are synchronized and united by a single marketing strategy. Also, different promotion channels complement each other and have a complex impact on the target audience.

Conclusion

For an educational organization, prestige and an impeccable reputation come first. This complex task requires working on PR promotion and building strong relationships with clients through content marketing.

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27 Best About Us and About Me Page Examples [+Templates]

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Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand

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MARKETING

MarTech’s marketing operations experts to follow

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MarTech's marketing operations experts to follow

Marketing operations is what makes the magic happen. These are the folks who see that your martech stack doesn’t get stuck. They are the maestros, modelers and makers who make sure the trains run, the data is digestible and that you have the programs you need. Where would we be without them? That’s too scary to think about. Here’s our list of MOps experts who have the ear of the profession.

Darrell Alfonso

Darrell is director of marketing strategy & operations at Indeed and the former global marketing ops leader for AWS. He’s the author of “The Martech Handbook: Build a Technology Stack to Acquire and Retain Customers.” In addition to speaking at many conferences, Darrell was named one of the Top Marketers in the US by Propolis 2022 and among the “Top Martech Marketers to Follow” in 2020 by Martech Alliance. He’s a regular and popular contributor both to MarTech and the MarTech conference; you can find all of his articles at this link.


Eddie Reynolds

Eddie has been in business a long time, starting his first company when he was 14. “A pretty minimal enterprise,” he told one interviewer. “I had a tax ID number, a legal entity, and a company name. I even had the IRS coming after my dad for sales tax that I failed to report properly.” Today he is CEO and revenue operations strategy consultant of Union Square Consulting. He publishes The RevOps Weekly Newsletter and the podcast RevOps Corner. Eddie’s large LinkedIn following attests to the quality of the insights he shares there on  sales, marketing, service, and admin roles. 


Sara McNamara

Sara is an award-winning marketing and sales operations professional whose work has been recognized by awards from the likes of Salesforce (Pardot), Adobe (Marketo), Drift, and LeanData. She is a Senior Manager, Marketing Operations at Slack and a martech stack (+ strategy) solution architect. That and her passion for leveraging technology and processes to improve the experiences of marketers, sales professionals, and prospects, explains why she’s a regular guest on MOps podcasts.


Ali Schwanke

Ali is the CEO and founder of Simple Strat. The firm specializes in helping companies get the most out of HubSpot — from CRM strategy and setup to marketing automation and content creation. She is also host of HubSpot Hacks, “the #1 Unofficial YouTube show for HubSpot Tutorials” and has been a guest speaker at the MarTech conference.


Mike Rizzo

Mike’s career in marketing operations showed him that there is a real and significant MOps community. That’s why he founded MO Pros/MarketingOps.com, the fast-growing online community for people in marketing operations. He is also co-host of Ops Cast, a weekly podcast. 


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About the author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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Is a Marketing Degree Worth it in 2023?

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Is a Marketing Degree Worth it in 2023?

If you’re thinking about getting a degree at any age, it makes sense to think about the value of that degree. Is the qualification needed for the career you want? Are there alternative paths to that career? Can you develop better skills by gaining experience in work? 

All of these are perfectly valid questions. After all, getting a degree requires a pretty large investment of both time and money. You want to know that you’ll get enough return on that investment to make it worthwhile.

Why marketing?

When it comes to marketing, a lot of entry-level jobs list a bachelor’s degree as a requirement. That doesn’t mean there aren’t alternate ways to get into marketing but having a relevant degree certainly makes your resume more competitive. 

Growth industry

Marketing skills are in demand in the current jobs market. According to a recent report from LinkedIn, marketing job posts grew 63% in just six months last year. Half of those jobs were in the digital and media sectors, meaning digital and content marketing skills are highly valued

Personal Development & Career Path

The reason for this increased demand for marketers is tied to the rise in digital marketing. New methods of marketing have continued to develop out of the digital sector. This means that marketers capable of creating engaging content or managing social media accounts are needed.

This leaves a lot of room for personal development. Young graduates who are well-versed in social media and community management can hit the ground running in digital marketing. Getting on this path early can lead to content strategist and marketing management positions.    

What are the Types of Marketing Degrees?

When we say marketing degree, the term is a bit too general. There are a lot of degree paths that focus on marketing in major or minor ways. The level of degree available will depend on your current education history, but the specific course will be down to your personal choice. 

Associate, Bachelor’s, or Master’s?

Recent statistics suggest that 74% of US marketing professionals hold a bachelor’s degree. 9% have an associate degree and 8% have a master’s degree. Here’s a quick overview of the differences. 

Associate degrees – 2-year courses that cover marketing and business in a more basic way than bachelor’s qualifications. They’re designed to give students the basic skills needed to apply for entry-level marketing jobs.   

Bachelor’s degrees – 3/4-year courses that cover business and economics. There is a range of bachelor’s courses with marketing at their core, but you’ll also cover wider business topics like management, communication, and administration. 

Master’s degrees – 2-year courses, usually only available if you’ve already completed a bachelor’s degree. MA or MBA courses are designed to develop a deep understanding of complex business topics. They are highly specific, covering areas like strategic marketing or marketing analytics. 

Free to use image from Pixabay

Marketing Specific or Business General? 

This is down to personal choice. There are general business degrees that will cover marketing as a module as well as marketing-specific degrees. There are also multiple universities and colleges, both offline and online, offering different course platforms

If you’re looking at a specific job role or career path, then research which type of degree is most relevant. Remember that you will need to add to your marketing skills if you intend to progress to management roles in the future. 

Check the Modules & Curriculum

This is important, and not only because it lets you see which courses align with your career goals. Marketing has changed significantly over the last decade, even more so if you go back to before the digital age. Many business courses are still behind on current marketing trends. 

What Jobs Look for a Marketing Degree?

Once you’ve got your marketing qualification, what jobs should you be looking for? Here are some job titles and areas you should watch out for, and what qualifications you’ll need for them.

Entry level

If you’re starting with a degree and no experience, or work experience but no degree, take a look at these roles. 

  • Sales/customer service roles – These are adjacent roles to marketing where most companies do not ask for prior qualifications. If you don’t have a degree, this is a good place to start.
  • Marketing or public relations intern – Another possibility if you don’t have a degree, or you’re still in education. 
  • Digital/content marketing associate – These roles will almost always require an associate’s or bachelor’s degree. A good grasp of new digital and social marketing techniques will be required to succeed. 
  • Copywriter/Bid writer – This is a good route into marketing for those with journalism or literature qualifications. These roles combine aspects of marketing, creative writing, and persuasive writing. 
  • SEO specialist – A more focused form of marketing centered on SEO content optimization. If you know how to optimize a blog post for search engine rankings, this role is for you. Bachelor’s or associate qualifications will be a minimum requirement. 
  • Social media/community manager – Since these are relatively new roles, we tend to see a mix of degree-qualified marketers and people who’ve had success fostering communities or online brands but don’t have on-paper credentials.  

Free to use image from Unsplash

Career Progression

If you have an MA or MBA, or significant experience in one of the above roles, then you can look at these more advanced roles for your career progression.

  • Digital Marketing Manager – A role for experienced marketers that involves running campaigns and coordinating marketing associates. 
  • Senior Marketing Coordinator – A department management level role. Responsible for overall marketing strategy and departmental performance.  
  • Content Strategist – A specialist role that focuses on content strategy. Designing content plans based on demographic and keyword research are a core aspect of this role. 
  • Marketing Analyst – This role involves analyzing customer behaviors and market trends. If you want to move into analysis from a more direct marketing role, you’ll likely need specific data analysis qualifications. 
  • Public Relations Specialist – The public voice of a large organization’s PR team. Managing a brand’s public perception and setting brand-level communication policies like tone of voice.   
  • Experiential Marketing Specialist – This area of marketing is focused on optimizing the customer experience. Experiential specialists have a deep understanding of customer psychology and behaviors. 
  • Corporate Communications Manager – Communications managers are responsible for company-wide communications policies. This is an executive-level role that a marketing coordinator or public relations manager might move up to. 

Average marketing salaries

Across all the roles we’ve discussed above, salaries vary widely. For those entry-level roles, you could be looking at anything from $25 – $40K depending on the role and your experience. 

When it comes to median earnings for marketers with a bachelor’s or master’s degree, we can get a bit more specific. Recent statistics from Zippia show us that $69,993 p/a is the average for bachelor’s degree holders and $80,365 p/a for master’s degree marketers. 

Image sourced from Zippia.com

Marketing Degree Pros and Cons

So, the question we asked above was “Is a marketing degree worth it?” Yet, in truth, it’s not a simple yes or no answer. The question you need to ask is “Is a marketing degree right for me?” Here’s a summary of the pros and cons that might give you some answers.  

Pros

  • Degree holders have better job prospects and higher earnings potential in marketing
  • You can study highly specific skills with the right courses
  • Gain soft skills like communication and collaboration

Cons

  • High time and money investment required 
  • Diminishing salary returns at higher levels
  • Can be a restrictive environment for self-starters and entrepreneurs

What are Marketing Degree Alternatives?

If you want to stick with education but don’t want to invest four years into a degree, then accredited online courses can provide an alternative. This can be your best choice if you wish to upskill in a specific area like running conference calls from Canada

If higher education really isn’t your thing, the other option is gaining experience. Some businesses prefer internships and training programs for entry-level roles. This allows them to train marketers “their way” rather than re-training someone with more experience.  

Free to use image from Unsplash

How to Decide if a Marketing Degree is Right for You

Ultimately, choosing to do a marketing degree depends on your goals, your preferences, and your talents. Consider all three factors before making your choice. 

Career Goals

Do you want a management position that needs marketing knowledge? What areas of marketing interest you? What skills do you already possess? Answering these three questions will help you define your career path. That will narrow down your course choices. 

If you want to get better at selling small business phone systems in Vancouver, you don’t need a four-year course for that. If you want to develop into high-level marketing roles, then you want that degree. 

Personality

You don’t need a specific personality type to work in marketing. Your personality and interests might determine what area of marketing would suit you best though. For example, if you’re outgoing and creative then public relations or social media management might be for you.    

Investment & Return

Money isn’t everything. But, if you’re going to put the resources into getting a degree, you want to know that you’ll get some return on your investment. From the figures we quoted above, it seems the “optimal” qualification in terms of salary return vs. time and money investment is a bachelor’s degree. 

Average earnings for marketers with a master’s qualification were only $10k higher. This suggests that you’re not really getting a significant financial return for the additional investment. Of course, if that master’s leads to your dream job, you might see it differently.  

Final Thoughts: Forge Your Own Path

Is a marketing degree worth it in 2023? The short answer is yes. Whether that means a marketing degree is right for you, we can’t tell you. Hopefully, though, this guide has given you the information you need to make that choice. 



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