Educational institutions need to invest in their digital marketing strategies to increase their brand reach. There are several techniques that can be used to leverage digital marketing for higher education. Previously, universities and colleges relied on advertising using traditional print media such as flyers, booklets and even newspapers. However, increasingly, potential students are turning to the internet for information regarding school curriculums, faculty, student life and alumni networks. More so than any other demographic segment, students are the greatest consumers of digital media. In particular, schools will need to launch action plans to harness digital marketing to engage this generation of students. For this reason, educational institutions should ensure that their landing pages are mobile friendly as most students utilize this platform to access the web. The digital footprint of educational institutions will be paramount in driving enrollment and will need to be accessible to both potential students and parents. An effective SEO strategy will require optimization of web page architecture in addition to careful attention to link building. Data driven digital marketing and re-targeting will also allow colleges, universities and even less traditional businesses in the education industry such as tutoring companies to receiver a better return on investment for advertising. Understanding and optimizing social media platforms can also provide a channel for information distribution. Key partners in creating a strong brand image for educational institutions in the digital realm will include web developers and digital marketing agencies. Gone are the days of thick college catalogs and brochures as the digital age has dawned, and colleges and universities must graduate to this deftly utilizing this outlet.
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