Education Marketing Trends 2024: Craft Your Competitive Edge

Some businesses see Trends in Education Business as an exciting opportunity to explore new business choices such as online learning. It is important to update old procedures when fewer students enroll in traditional programs. Many families modified their college plans last year, which is concerning for big institutions but provides a chance for smaller startups to expand.

With so much uncertainty, students want to feel assured about where they spend their time and money. That's why many of the most recent education marketing trends 2024 prioritize transparency and creating trust with new students.

TREND 1: BEING CLEAR ABOUT COVID-19

COVID-19 caused many schools to close, and even now, the rules are unclear and changing. Some schools may require vaccines or masks, while others won't. Some might limit activities and do more testing. Some have moved to online classes, which upset students who paid for in-person learning. Because of this uncertainty, enrollment in higher education might drop by 15% for all students and 25% for international ones in 2023.

During this time, it's important for education companies to be honest with students. They should explain how admissions, classes, and campus life might change. They should also talk about how they'll handle outbreaks and follow new rules for EdTech Marketing Trends for 2024. This is especially important for schools that mostly have in-person classes.

TREND 2: REACHING SIMILAR AUDIENCES

Lookalike audiences are a smart way to market, not just for schools, but for many other businesses too. They're especially useful on social media platforms like Facebook and LinkedIn. Basically, a lookalike audience is just like your current audience. You're targeting people who are similar to your existing customers.

To make a lookalike audience even better, you can use data from users who showed interest before, like by asking for information or filling out forms. This helps you focus on marketing trends to people who are most likely to be interested.

TREND 3: MAKING SEO WORK FOR YOU

SEO optimization isn't just a passing trend; it's a vital strategy for Top 10 marketing trends for 2024 that's here to stay. In Education Marketing Trends 2024, it's especially crucial for the education sector. Why? Well, there are two main reasons: more people are learning online, but fewer are clicking on search results.

Nowadays, individuals are turning to the internet not only to check out courses but also to do their actual learning. As education continues to change, there's a growing need for innovative solutions like eLearning Platform.

By 2026, the online education market is expected to grow by a whopping 110%. But this isn't just about the same old online degrees we've seen advertised on TV for years. It's about innovation: interactive learning platforms, language training apps, driving theory tests, and skill-building for higher education, hobbies, and corporate training.

To succeed, you need to reach online learners where they are on the internet. But here's the catch: nearly half of Google searches don't lead to any clicks. This marketing trend 2024 is even more noticeable on mobile devices. SEO optimization is the key to tackling this challenge, helping your website grow organically and ensuring that potential students find what they're looking for.

TREND 4: MAKING MARKETING MORE PERSONALIZED

Personalization isn't just a trendy marketing trends 2024 tactic anymore, it's a must-have. It's like a required course in your marketing curriculum, not an optional elective. So, where do we see personalization in action? Here are a few places:

?  Segmented email campaigns: Sending the same marketing trends emails to everyone isn't effective. Instead, tailor your messages to different groups like prospective, current, and former students. Research shows that targeted email campaigns can boost revenue by a whopping 760%.
? Custom website content: Not all students have the same needs. For instance, a commuter student has different needs than an international student. By creating personalised web content or landing pages, you can deliver the right messages to the right people.
? Dynamic social ads: These ads change based on what users have done online before. For example, if someone clicked on a course but didn't enrol, they might see an ad promoting that specific course later on.

However, personalization isn't always the best approach. There's a growing concern about privacy, with companies like Google and Apple limiting tracking cookies. But there's still value in contextual ads based on website content rather than user behavior. Studies have shown that contextual ads can provide a steady increase in revenue, even during times when ad revenue typically drops. In the EdTech Marketing Trends for 2024 sector, this means Top 10 marketing trends courses alongside similar content.

TREND 5: GETTING INTO SHORT VIDEOS

Short videos are becoming a big deal in Education Marketing Trends 2024. Even though video courses have been popular for a while, short videos are now getting more attention. Did you know that half of the people who watch short videos watch the whole thing? That's a pretty low number of people who click away, and it's easier than ever for brands to make short videos thanks to social media platforms.

In the past year, education businesses have been using short videos to:
?    Show quick tours of their campuses
?    Explain interesting topics to get people interested
?    Teach short technical lessons
?    Give a glimpse into campus life and what it's like to study there
?    Share stories from students
?    Answer common questions
?    Host live question and answer sessions

Businesses that target Gen Z students have had a lot of success with YouTube and TikTok. For example, a study found that 27% of teens said YouTube videos helped them decide where to go to school. Almost 70% of students use social media to research colleges and universities. So, social media marketing  (especially videos) is a big part of marketing trends 2024 in education.

Since there's a lot of uncertainty in every industry right now, it's a good idea for education businesses to focus on social media too.

TREND 6: PROMOTE EDUCATION ON YOUTUBE

YouTube is a great way to spread the word about your school and improve your online presence. With over 2.6 billion people using it every month, YouTube is perfect for reaching potential students.

You can grab the attention of future students by posting longer videos that give them useful information about your school. Using videos like this is a big trend in higher education marketing in 2024, and it's making a big difference in how many students are signing up.

TREND 7: CHATBOTS

Nowadays, it's important to be available to help people whenever they need it. Think about it: your audience might be looking for information late at night or on the weekends when you're not around to answer questions.

That's where chatbots come in handy. They're like virtual assistants that can chat with people on your website. In fact, the use of chatbots has grown a lot in recent years, with a whopping 92% increase in customer service chatbots.

Having a chatbot on your university's website can be really helpful for students. It means they can get quick answers to their questions anytime, even if it's late at night or on the weekends. And when students are comparing different colleges, getting fast answers from your website could make a big difference in whether they decide to consider your school or not.

TREND 8: PERSONALISED EMAIL MARKETING

Even though there are lots of ways for Gen Z to communicate, they still like using email, especially when it comes to talking to colleges and universities. In fact, a survey of over 9,000 high school students found that 80% of them check their emails every day.

Students don't want to be bombarded with messages from schools, especially when they're just starting to look at their options. They prefer less intrusive ways of getting information.

That's where email marketing trends come in. Email campaigns are really important for sending personalised messages to students and helping them as they decide which school to go to.

It's important to understand that different students have different interests and needs. For example, high school students thinking about joining a fraternity or sorority have different concerns than students who are looking at graduate programs.

That's why it's helpful to create different email campaigns for different groups of students. By tailoring the content of your emails to each group's specific interests, you can get better results.

For example, if you're trying to attract students to your MBA program, you might create an eBook called "Top Five Ways an MBA Degree Will Boost Your Career" and send it out in an email campaign just for MBA students.

It's also a good idea to create personas for each group of students you're targeting. That means figuring out what motivates them, what they're worried about, and what kind of information they find helpful. The more you know about each group, the better you can tailor your emails to their needs.

TREND 9: USING PPC ADS FOR HIGHER EDUCATION

Search engines like Google offer a service called pay-per-click (PPC) advertising , which is a great way for colleges and universities to connect with potential students.

With PPC ads, schools can choose specific keywords and phrases to target, so their ads show up when people are searching for information about higher education.

PPC ads are also really good for getting leads in higher education. By showing ads to students who have already shown interest in going to college and giving them a way to get in touch with the school, PPC can help colleges and universities find new students.

Instead of just waiting for people to visit their website, schools can use PPC to target their ads at specific groups of people, like students of a certain age or who are interested in certain subjects. This makes it easier to find students who are a good fit for the school.

Overall, PPC ads are a powerful way for colleges and universities to reach out to potential students and get them interested in what they have to offer.

TREND 10: AI & AR IN HIGHER EDUCATION MARKETING

Artificial intelligence (AI) and augmented reality (AR) are becoming more common in higher education marketing. Universities are using AR to create virtual tours, giving students a way to explore campuses without being there in person. AI is also being used to improve collaboration between students and teachers in virtual classrooms.

One way AI is used is in drip campaigns, where automated systems send out emails to students based on their behaviour. This helps universities stay connected with students and provide them with relevant information.

Staying ahead in marketing trends means keeping up with new tools. For example, Google's Responsive Search Ads and Performance Max PPC campaigns use AI to improve your marketing efforts. Performance Max, for instance, creates ads based on your assets and shows them to new audiences likely to be interested in your school.

Imagine the possibilities when combining these tools with smart SEO and PPC strategies. It's all about using technology to reach students and make their educational journey more engaging and informative.

Conclusion 
In conclusion, Education Marketing Trends 2024 will bring exciting new prospects for educational institutions to stand out from the competition and prosper in a cutthroat market. By adopting cutting-edge strategies like artificial intelligence, augmented reality, targeted email marketing, and pay-per-click advertising, academic institutions may effectively create a competitive advantage and draw in candidates. 

In order to satisfy the changing needs of students, it's critical to be proactive, adjust to new technology, and customise marketing tactics. Institutions can succeed in the future and establish themselves as leaders in the education field by taking the appropriate strategy.

Are you looking to implement these trends and more into your education marketing strategy?

Our team will help you effectively target prospective students, reach out to them through customized campaigns, and gain valuable insights about your target audience.

Get Personalized Advice