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Here’s what marketers are betting on in 2018 (besides last night’s game)

Posted on Feb 5, 2018

BETTING BUT NOT GAMBLING: It’s not gambling if you know you’re going to win, right? Automation, content marketing, and video are expected to be the most valuable components of marketing in 2018. Content marketing – we pray – is not a new concept to you because it was all the rage in 2017, but this year it’s predicted to fall second to automation. We’ll put a couple bucks on automation for sure.

Why you should care: Automation is a budding form of marketing that is being adopted into more and more marketing strategies for 2018. So, how can your enrollment marketing team use automation? Hundreds of ways, but one of the biggest is through email workflows. These will allow rapid responses to inquiries and automatic correspondance with them up until they are ready to speak to a program coordinator or admissions officer.

A KEYWORD FOR KEYWORDS: Donezo. Keywords will no longer carry much weight when Google is looking to see how content will rank on its site. Google will now be using an AI system called RankBrain to determine the relationship between the search term and topic of the content. This article links to an eBook that contains 20 SEO myths and a few tips, which is tailored to the non SEO geeks of the world.

Why you should care: SEO for universities can be make-or-break, and many of you may not even realize it. If I were to search “best colleges in Virginia for business” and you don’t rank well with Google then I may never see your program/university – no matter how good it may be. A friendly suggestion: go type in phrases you think your prospective students may search (without including the name of your university) and see where you rank. Want to learn more about SEO? We’re here for you!

A STORY IN YOUR STORIES: Instagram is now allowing users to create carousel ads in Instagram Stories, which means you can have three separate media components in your ad. This was already available in the regular Instagram feed, but Instagram Stories will now have this option as well, which is a big deal considering 300 million people use it per day. Instagram isn’t a young man’s game anymore, it’s for anyone and used by almost everyone.

Why you should care: These kinds of Stories ads aren’t just a way to incorporate multiple types of media – they also allow your university to tell more a little bit more of a story in your ads, rather than being forcing to squeeze a message into one image or video. Create a compelling story and you’ll capture the attention of your potential applicants!

Topics: Content Creation, Keywords, Instagram

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Bringing you a 60-second update on the latest trends in Higher Education Marketing each Monday morning. We stay on top of everything happening out there — the tweets, snaps, blogs, newsblasts, etc. — and bring you a summary of the stuff that is actually worth reading.

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