There are prospective students in virtually every age group. Each has unique needs and wants. This should be reflected in your social media content strategy and PPC advertising. Your message needs to be specific to be effective.
For the sake of discussion, we’ll break this down into three main groups or demographics. There are those under the age of 18, often referred to as Generation Z. For obvious reasons, this group is very likely your main audience. In the middle, we have millennials, those between the ages of 18 and 32. Finally, we have Generation X, the parents of Gen Z.
Marketing Your School to the Gen Z Student
For most of us, our success will be significantly impacted by how effectively we appeal to this group. Gen Z students are the next crop of up and coming undergraduates. Digital ads are second nature to them. They respond quickly but their attention spans are short, so don’t make them jump through too many hoops or they won’t engage.
Credibility is everything with this group. Twitter and Instagram are very effective marketing tools, particularly when the message comes from a contemporary.
Millennials Are Looking for More
When millennials look to further their schooling, they may be working and attending classes at the same time. They have more debt than their parents and don’t make as much, so cost is a pain point. Flexibility is important. As a result, they are more receptive to night classes or online education.
Facebook is HUGE with this group. In fact, over 30% of Facebook users are millennials. In your Facebook ads, stress flexible class schedules and learn at your own pace models, if you have them.
Targeting Parents with Social Media
Some Gen X’ers will look to attend classes for upward mobility or self-improvement. However, most of this group have significance for a far different reason. They’re footing the bill for the aforementioned Gen Z’s. With the significant cost of tuition, they look at their children’s schooling as an investment.
Just as with millennials, their main concern is value (albeit for a slightly different reason). Again, Facebook becomes a valuable tool for marketing to this group. Stress value in your Facebook ads and online marketing.
Since this last group also include alumni, discussion of social media marketing is incomplete without mentioning its application to fundraising. Facebook can effectively supplement direct mail and phone solicitation efforts.
Beacon’s Social Media Experts
Got questions about your digital marketing strategy? At Beacon, our social media experts focus on the Higher Ed space. Our age diverse team mirrors that of your audiences, giving us a unique insight into what makes them tick. Contact me directly or give a Beacon team member a call at 1.855.851.0109. Or if you prefer, leave a comment and share your thoughts below.