students personas and targeted content
DESCRIPTION
Your school can’t hope to successfully attract new students without a clear understanding of their needs, hopes, objectives, and concerns.TRANSCRIPT
Know Your Audience: Student Personas &
Targeted Content
Slide 1
Know Your Audience: Student Personas & Targeted Content
Know Your Audience: Student Personas &
Targeted Content
Slide 2
1) Why customized content is crucial
2) Differentiating student personas
3) Recruit leads by understanding persona behavior
4) Tailor material to persona characteristics
5) Examples of customized content
6) Responsive CTAs: Smart content, tailored to personas
7) Responsive homepages: Future of high-tech targeting
Overview
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
Know Your Audience: Student Personas &
Targeted Content
Slide 3
A targeted content strategy helps set your college
apart in an increasingly competitive space
Ensures program promotion matches audience
preferences
Customization gets at the heart of prospective
students’ interests, needs, concerns, academic
goals, and professional objectives
1. Why Customized Content is Crucial
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
Know Your Audience: Student Personas &
Targeted Content
Slide 4
Use your website analytics to track the behavior of
site visitors
Consider metrics like:
- pages visited
- links clicked
- searches performed
Group site visitors into a few main profile categories
2. Differentiating Student Personas
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
Know Your Audience: Student Personas &
Targeted Content
Slide 5
3. Recruit Leads by Understanding Persona Behavior
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
Know Your Audience: Student Personas &
Targeted Content
Slide 6
Personalize landing pages to the personas that
visits them most
Develop and link to blog and social media content
most likely to interest those target personas
Create and position CTAs according to persona
behavior, interests, and needs
4. Tailor Material To Persona Characteristics
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
Know Your Audience: Student Personas &
Targeted Content
Slide 7
Prepping for college
Managing first-year expenses
Selecting a program
Living on campus
5. Examples of Customized Content: First Time
Student
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
Know Your Audience: Student Personas &
Targeted Content
Slide 8
Brochure on ESL support services
Links to international student groups on campus
Links to FB page for international students
Blogs about adjusting to a new culture, strategies
for making new contacts
Living on campus
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
5. Examples of Customized Content: First Time
Student
Know Your Audience: Student Personas &
Targeted Content
Slide 9
Links to blogs on re-training; balancing work, home
and school
Links to campus support services (child care,
academic counseling, financial aid for continuing
education)
Links to FB groups for other career professionals
Living on campus
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
5. Examples of Customized Content: First Time
Student
Know Your Audience: Student Personas &
Targeted Content
Slide 10
This brochure can change, depending on visiting
personas
6. Responsive CTAs: Smart Content, Tailored To Personas
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
Know Your Audience: Student Personas &
Targeted Content
Slide 11
7. Responsive Homepages: Future of High-Tech Targeting
Source: Higher Education Marketing – Student Personas and Behavior-Targeted Content
Bucknell University has a responsive homepage that
prospective students can customize with their preferences
High-tech behavior targeting will allow colleges to develop
several alternative homepages, based on their primary
personas – customizing the visitor experience and refining
lead generation
Know Your Audience: Student Personas &
Targeted Content
Slide 12
Questions? 1.514.312.3968
Visit our Website: Higher Education Marketing
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