5 09, 2019

Changing the Game for Gen Z in the Age of Tech

By | 2019-09-10T07:59:38+00:00 September 5th, 2019|Categories: Digital Marketing, Higher Education, Social Media|Tags: , , |

As your flagship marketing instrument, one of the primary roles of your higher ed website is to attract applicants to your school. How well it’s able to do so depends on how appealing your site is to your target audience – high school juniors and seniors.

In order to draw in qualified prospects, you have to first understand your audience – or, at least their online behaviors. Today’s high school students are part of a generation that grew up using the internet from a very young age. Their relationship to technology can be completely different from older groups.

This cohort – sometimes referred to as Generation Z, or Gen Z – is similar to the Millennial generation. But, whereas Millennials came of age just as internet culture began hitting its stride, Gen Zers have never experienced a world without smart devices or social media.

That difference, while seemingly negligible, does create an entirely distinct persona. So, what separates Gen Zers from Millennials and other generations? A report from Vision Critical, a Canadian market research firm, sheds some light on a few Gen Z traits.

Here are a few insightful tidbits on Generation Z to ponder:

  • They prefer their smartphones to any other device and consume the least amount of TV content compared with other generations
  • They appreciate creative and edgy content and don’t always respond well to traditional marketing
  • They like videos
  • They’re extremely tech-savvy
  • They identify as DIYers, activists and agents of change

What does this information say about your primary audience?

For starters, that marketing campaigns targeting Gen Z have to be not only mobile-friendly, but mobile-first. That you’ll need to be active on several social media platforms, and it’d help if you promote an altruistic message. And, finally, that you should prioritize video content.

Let’s talk about how to apply these insights to your higher ed site.

Lean Into Edgy via Social Media and Blogs

You have to meet your audience where they are – that’s the golden rule of marketing. That means you have to get comfortable with all those social media platforms, especially ones that feature video content. More than comfortable, you’ll need to be fluent in social media-speak.

Embrace the Meme Culture

Memes correspond to the Gen Z preference for creativity, comic relief and edginess. They’ve also evolved into a powerful cultural force. Whatever it is you’re selling – whether a college education or a toothbrush – if you attach a topic-appropriate meme to your product, you’ll increase the odds of your marketing campaign going viral. (Just think of Cheryl’s She Shed in that State Farm commercial.)

But meme culture doesn’t just extend to posts on social media – it’s really more of a mindset. As such, it can be extended to other marketing channels, including blogs.

The low hanging fruit here is including or creating a suitable meme in a blog post. This would also add a critical visual element.

Be Everywhere…

… on social media. Gen Zers have their favorite platforms – YouTube, Facebook, Instagram – and they’re active across numerous social media sites, especially ones featuring video content. If they’re there, that means you’ve got to be there, too. And, you’ve got to be there with content that’s fresh, cool, funny and shareable. So, go ahead and start practicing producing those short-form videos.

Be Responsive

One thing many higher ed marketers forget is that social media platforms are two-way communication channels. Posting your curated content is just one half of the equation here.

If you’re going to spend time and energy beefing up your social media game, you’ve got to play it right. That means engaging with the users who comment on your posts. Don’t, don’t, DON’T forget this vital aspect of your social media efforts.

Bells and Whistles for Your Website

It should go without saying that all your social media efforts should lead back to your blog or website. But, when they get there, will your prospects stick around long enough to be compelled into setting up a campus visit or starting an application?

You can increase your conversion odds by including elements that resonate with Gen Zers.

Video Content

If they like video, give ’em video. Instead of a static image in your impact area, load it up with two or three short, action-packed videos that introduce your school in a visually compelling way. Maybe do that for all the important landing pages even.

Don’t stop there. Figuring out what student life is actually like on campus is notoriously difficult for prospective students. But, guess what? Getting a feel for a school is easier when you can see actual students doing real things on campus.

Make videos for all your on-campus housing options and be sure to feature real students. Create a bank of student testimonials to rotate on your Admissions pages. Better yet, harness your own students’ love of sharing by soliciting and posting their videos of campus events.

Make Social Visible

Since you’re going to be working crazy hard on all those social media platforms, be sure that all those awesome posts – and, more importantly, user comments – are highly visible on your website.

It’s not enough to just put up logos of the social media platforms where you have an active account. Incorporate a social media feed into as many of your pages as possible.

One way to signal your social media savvy is by including a social media panel on your homepage.

Personalization

We’ve covered the benefits of personalization in a previous post. One of the biggest benefits of personalized content is that it makes the user feel like you’ve created an experience just for them.

That’s an extremely powerful feeling, and something that Gen Zers are sure to appreciate. A personalized experience is sure to win some brownie points.

Virtual Tours

You can’t always get your prospects on campus for an in-person visit. But you can still make sure that every visitor “walks” the grounds and sees the best of what your school has to offer. This can be accomplished with a virtual tour that features real videos of various locations on your campus.

Just be sure to not skimp on this virtual experience. Gen Zers will absolutely ding you for bad execution.

Beacon Knows Higher Ed

Want to know if your website is meeting the needs of your future students? Beacon can help. Request a complimentary website audit by our digital marketing experts.

19 12, 2018

Is Website Personalization Right For Your School?

By | 2018-12-19T13:16:58+00:00 December 19th, 2018|Categories: Higher Education, Web Development, Creative Design|Tags: , , |

This time of year, as students flee campus for winter break, the usual bustle of activity slows considerably. This affords the opportunity for faculty and staff to take a break from the breakneck speed of the semester.

For many institutions of higher learning, this is a good time to explore some new ideas and tactics to meet strategic goals. The end of the calendar year is, after all, a time for reflection and goal setting. For your higher ed marketing team, this may take the form of evaluating your website performance for optimization opportunities, or a discussion about implementing new processes or concepts.

One concept that’s been gaining steam in higher ed marketing for a couple of years now is website personalization. Can a personalized web experience make a difference for your school’s recruiting and marketing efforts?

Website Personalization Explained 

A personalization-enabled website delivers tailored content to visitors, providing a quicker pathway to relevant information and, hopefully, enabling deeper engagement with the site. The assumption behind personalization is that it will promote more loyalty from visitors. And increased consumer loyalty translates to better financial performance.

Traditionally, early adopters of the concept (see: Amazon and Netflix) would create a unique homepage experience for each visitor. The founder and CEO of Amazon, Jeff Bezos, famously said this way back in 1998:

“If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores.”

Research backs up Mr. Bezos’ affinity for highly personalized web content. And the success of Amazon speaks for itself. For e-commerce websites, personalization has proven effective in improving conversion rates, engagement, customer loyalty and more.

That said, colleges and universities don’t run e-commerce sites. So, what works for Amazon may not necessarily work for your school.

In the higher ed sector, it’s difficult to personalize a web experience to the individual level. For one, schools just don’t have access to the same type of information about students that e-commerce sites are able to collect from their customers. It’s easy for Amazon to come up with unique content for you, specifically, when it can analyze your shopping queries for the last six months (or six years).

Without that level of insight, it’s more prudent to personalize content for a distinct higher ed audience, rather than each individual visitor. If you’re already segmenting your audiences, you have the data you need to begin differentiating your content strategy for each group. There’s a treasure trove of actionable audience data aching to be put to good use.

Implementing Personalization

If you haven’t gone through the audience segmentation process yet, make that the jump off point. You’ll want to start with the obvious groups: prospective students, current students, faculty, alumni, etc. Digging deeper, however, can reveal additional opportunities for personalization. Prospective students, for example, can be further broken up into geographic regions, undergraduate vs. graduate, or by academic interests.

With your groups defined, you’ll need to match each audience group with actions you want them to complete (conversions). For prospective students, that could be submitting a request for information, interest in a campus visit, or downloading an application. This is when tracking comes in – you’ll need to be able to analyze the number of conversions to know if your strategy is paying off.

Another helpful step can be to develop personas for the groups most important to you. Creating a “real” person to embody the needs and goals of the audience group will help you zero in on how these users will want to interact with your site.

Finally, you’ll need to design the personalized experience for each target audience group. This involves identifying the proper calls to action and conversion points, creating the actual content, tasking your development team with building out the needed pages, and making a plan to track performance, evaluate and iterate if necessary.

Beacon Knows Content Strategy

Not sure if personalization can work with your content strategy? Let Beacon help. Our expert team is happy to evaluate your website content and governance structure against your goals. Give us a call today.