Higher education marketers face an interesting dilemma – in many scenarios, the person who writes the check won’t ever use their services.
The buyer’s journey is replaced by the student journey, says Jonah Deaver of Vertical Measures, who has worked with more than 200 universities in the past six years.
That’s why it’s critical to engage with prospective students starting from the awareness stage. “Prospective students are trying to level out emotions that range from fear, doubt, excitement, overwhelmed, motivated, and inspired. They are navigating a lot,” Jonah says. “Marketers should provide them with good information so that along the journey the students will think, ‘That X University is really helpful, I like them, and will listen to them going forward.’ This sets the stage for making a more impactful brand impression at the consideration/decision stages.”
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