The Digital Search for Education

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The Digital Search

for Education

How students search for and engage with

colleges and career schools

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Table of Contents

INTRODUCTION 3

MAJOR FINDINGS 4

CAREER ENHANCEMENT IS THE #1 DRIVER FOR ENROLLING IN SCHOOL 5

SEARCH ENGINES REIGN SUPREME FOR SEARCH 6

WHAT PEOPLE SAY ABOUT YOU ONLINE IS VERY IMPORTANT 7

CONSISTENT MARKETING IS KEY AS THE DECISION-MAKING CYCLE

CAN BE EXTREMELY LONG OR SHORT 8

SCHOOL DECISIONS COME DOWN TO THREE THINGS:

PROGRAMS, COST AND LOCATION 9

ON-CAMPUS VISITS ARE THE DECIDING FACTOR FOR PROSPECTIVE STUDENTS 10

PROGRAM INFORMATION IS PARAMOUNT FOR PROSPECTIVE STUDENTS 11

PROSPECTIVE STUDENTS WILL LEAVE A SCHOOL’S SITE IF IT HAS POOR NAVIGATION 12

SOCIAL MEDIA PLAYS A ROLE IN THE SCHOOL SELECTION PROCESS 13

NOT ALL SOCIAL POSTS ARE EQUALLY IMPORTANT 14

WHEN SELECTING A SCHOOL, FACEBOOK’S INFLUENCE TOWERS OVER

OTHER SOCIAL CHANNELS 15

PROSPECTIVE STUDENTS PREFER TO CONNECT WITH

SCHOOLS VIA PERSONAL TOUCHES 16

RELEVANT INFORMATION IS KEY TO CONNECT WITH STUDENTS ON

SEARCH ENGINES 17

EMAIL IS THE PREFERRED METHOD OF CONTACT FOR PROSPECTIVE STUDENTS 18

CONCLUSION 19

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INTRODUCTION

According to McGraw-Hill Education, 81 percent of students use mobile devices to study, a number

that is up from just 40 percent in 2013. Additionally, Emantras says 46 percent of current students

take at least one online class, and roughly half of all classes are expected to be online by 2019. These

internet-compatible devices and online resources have changed the way students interact with

education today, and that includes how students research education in the first place.

In today’s always-on, always-connected society, digital creeps into almost every aspect of daily life,

and it has greatly influenced the way students research potential schools. Prospective students can

easily find all the information they need about a school at the touch of a button. The key enigma

for educational institutions, however, is how to connect with the right students online, become a

legitimate candidate for their educational needs and ultimately lead them to enroll at their university.

The search for education covers all online channels from search and search advertising to email

communication and social media. Today’s students are digitally savvy and use their prowess to find all

of the necessary information online before contacting a school for further information. The primary

component for schools to understand is how to meet these prospective students during the search

process, and how to help them along the enrollment journey.

METHODOLOGY & OBJECTIVES

G/O Digital conducted a research study to understand how consumers interact with college and

career schools prior to enrolling and how those interactions influence their decision to communicate

and enroll at an educational institution. The survey was fielded from January 29, 2016 through

February 17, 2016 and garnered a total of 1,520 responses from U.S. adults aged 18-100 years old,

who are full-time or part-time students in a graduate, four-year undergraduate or two-year programs.

* Numbers may not add to 100 due to rounding.

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MAJOR FINDINGS

CAREER ENHANCEMENT IS THE #1 DRIVER FOR ENROLLING IN SCHOOL

37 percent of the students polled say they enrolled in a college or career school for enhanced opportunities in their chosen field.

WHAT PEOPLE SAY ABOUT YOU ONLINE IS VERY IMPORTANT

20 percent of students polled say online ratings and reviews were the online channel that most influenced their decision when

picking a college or career school. This was the second most important option behind the school’s website.

58 percent of students say online reviews were important in their school selection process.

SCHOOL DECISIONS COME DOWN TO THREE THINGS: PROGRAMS, COST AND LOCATION

37 percent of those surveyed said the programs offered at the school were most important; however, 17 percent said the cost of the

program was most important and 14 percent said location was most important.

PROGRAM INFORMATION IS PARAMOUNT FOR PROSPECTIVE STUDENTS

When visiting a school’s website, 56 percent of students surveyed looked primarily for information about the program in which they

were interested.

SOCIAL MEDIA PLAYS A ROLE IN THE SCHOOL SELECTION PROCESS

32 percent of students surveyed followed colleges and career schools, including those they were interested in, on social media while

they were making a decision.

WHEN SELECTING A SCHOOL, FACEBOOK’S INFLUENCE TOWERS OVER OTHER SOCIAL CHANNELS

62 percent of students surveyed are most likely to follow a college or career school on Facebook over any other channel. Only 13

percent of student would follow a school on LinkedIn, which was the second-most popular in the survey.

RELEVANT INFORMATION IS KEY TO CONNECT WITH STUDENTS ON SEARCH ENGINES

43 percent of students surveyed were most influenced to click on search results that included information that was the most relevant

to them.

SEARCH ENGINES REIGN SUPREME FOR RESEARCH

53 percent of students polled went to search engines most often when researching colleges and career schools.

CONSISTENT MARKETING IS KEY AS THE DECISION-MAKING CYCLE CAN BE EXTREMELY LONG OR

SHORT

The highest margin of students — 21 percent — took more than 12 months to make a decision, while the lowest margin of students

— 14 percent — took less than one month. All other timeframes were distributed between that range, meaning there is no clear

timeframe for when students start researching schools to when they actually make a decision.

ON-CAMPUS VISITS ARE THE DECIDING FACTOR FOR PROSPECTIVE STUDENTS

31 percent of students polled found their on-campus visit to be the primary deciding factor when choosing a college or career school.

PROSPECTIVE STUDENTS WILL LEAVE A SCHOOL’S SITE IF IT HAS POOR NAVIGATION

32 percent of students surveyed say poor navigation on a college or career school’s website turned them away from that school.

NOT ALL SOCIAL POSTS ARE EQUALLY IMPORTANT

52 percent of students surveyed say schools that post relevant information about programs they’re interested in is the most

important aspect of a college or career school’s social presence.

PROSPECTIVE STUDENTS PREFER TO CONNECT WITH SCHOOLS VIA PERSONAL TOUCHES

41 percent of students surveyed connected with schools through emailing the school directly, 40 percent connected through an oncampus

visit and 38 percent first looked into certain schools because of word-of-mouth referrals.

EMAIL IS THE PREFERRED METHOD OF CONTACT FOR PROSPECTIVE STUDENTS

After connecting with a school they were interested in, 75 percent of students say they preferred to be contacted by the school via

email versus social media, direct phone calls and text messages.

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WHAT WAS THE MAIN REASON FOR ENROLLING

IN A COLLEGE OR CAREER SCHOOL?

37 %

13 % 20 %

ENTERING

EARN A

THE SKILLED HIGHER WAGE

12 % WORKFORCE FOR

12 THE

LEARN A

FIRST TIME

3 % %

VALUABLE SKILL CHANGE CAREERS

3 %

I’M ABOUT TO

GRADUATE HIGH

SCHOOL

AND LOOKING

TO BECOME MORE

MARKETABLE

CAREER ENHANCEMENT IS THE #1 DRIVER FOR ENROLLING IN SCHOOL

37 % UNEMPLOYED

say they enrolled in a college

or career school for enhanced

opportunities in their

chosen field.

ENHANCED

OPPORTUNITIES IN

MY CHOSEN FIELD

After spending time in the working world,

many employees can see a benefit of

attaining special accreditations or advanced

degrees. Although it’s not necessary for

every position, certain fields might require

additional education for specific roles within

a company.

The G/O Digital study found that the majority

of students went back to school or sought

additional certifications for exactly those

reasons — enhanced career opportunities

in their chosen field. With 37 percent of

students answering as such, it was the most

popular answer above earning a higher wage,

changing careers or learning a new skill. This

signifies that students seeking a college or

career school are doing so in a purposeful

manner; they know what they need to be

successful and expand career opportunities in

their current field.

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WHAT ONLINE RESEARCH METHOD DID YOU

USE MOST WHEN SELECTING YOUR COLLEGE OR

CAREER SCHOOL?

24 %

53 %

SEARCH ENGINE

(GOOGLE, YAHOO,

BING, ETC.)

YOUTUBE OR OTHER SOCIAL

MEDIA SITES (FACEBOOK,

TWITTER, INSTAGRAM, ETC.)

53 %

SEARCH ENGINES REIGN SUPREME FOR RESEARCH

went to search engines most

often when researching

colleges and career schools.

2 %

8 %

13 %

ONLINE RATINGS AND

REVIEWS

PRIVATE OR CAREER

SCHOOL WEBSITES

CAREER WEBSITES OR BLOGS/FORUMS THAT

PROVIDE ADVICE/GUIDANCE

Today’s customer goes straight to search

engines when they have a question or want

more information. Instead of poking around

a college or career school’s website, they’re

more likely to type the question or query into

a search engine and use that as their primary

navigation to get to the page they need.

The G/O Digital study validates this practice,

with 53 percent of students using search

engines most often when researching colleges

and career schools. Only 24 percent of

students actually used the school’s website

most often, with the majority opting for online

search tools such as Google, Bing and Yahoo.

Having a strong search presence based in

quality content is key for schools to appear in

those crucial searches. Students turn to search

engines for answers, and schools that show up

with the most relevant information are most

likely to be clicked on by prospective students.

Information should be clear for search engines

to pick up the right information when crawling

a website, and supplemental content, such as

blog posts, videos, infographics, can also help

with search authority.

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WHAT ONLINE CHANNELS

INFLUENCED YOUR DECISION

MOST WHEN PICKING A

COLLEGE OR CAREER

SCHOOL?

HOW IMPORTANT WERE

ONLINE REVIEWS (FACEBOOK,

YELP, ETC.) TO YOUR

SCHOOL/PROGRAM SEARCH

PROCESS?

4 % 42 % 31 % 18 %

SOCIAL MEDIA (YOUTUBE, FACEBOOK,

INSTAGRAM, ETC.)

NOT IMPORTANT

15 %

DIRECT EMAIL WITH THE SCHOOL

SOMEWHAT IMPORTANT

19 % 20 % 42 %

SEARCH (GOOGLE, YAHOO, BING, ETC.)

IMPORTANT

ONLINE RATINGS AND REVIEWS

SCHOOL’S WEBSITE

VERY IMPORTANT

9 %

WHAT PEOPLE SAY ABOUT YOU ONLINE IS VERY IMPORTANT

A school’s online reputation means a lot to prospective

students. In the G/O Digital study, 58 percent of students

found online reviews at least somewhat important in

their school selection process, and 20 percent said online

ratings and reviews were the online channel that most

influenced their decision when picking a college or career

school.

Maintaining a positive online presence is crucial for

attracting prospective students. They’re looking at what

other potential or current students have to say about a

school and that information ultimately influences what

school they want to go with. If they’re looking into culinary

schools and two programs at different schools meet

all of their criteria, reviews of the program could be the

deciding factor between one school and the other. Don’t

underestimate the power of Yelp, Facebook, Google+,

Foursquare and education-specific sites — they can be the

difference between attracting a new student and deterring

them from the institution.

20 %

58 %

say online ratings and

reviews were the online

channel that most

influenced their decision

when picking a college or

career school. This was the

second most important

option behind the school’s

website.

say online reviews were

important in their school

selection process.

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CONSISTENT MARKETING

IS KEY AS THE DECISION-

MAKING CYCLE CAN BE

EXTREMELY LONG OR

SHORT.

Although a lot of great marketing can be pinned down to

excellent timing, it doesn’t appear to be as crucial in the

education sector. In the G/O Digital study, students took

anywhere between one month to more than a year to make a

decision about a school, revealing no clear optimal marketing

timeframe. The highest margin of students (21 percent) took

more than a year to make a decision, while the lowest margin of

students (13 percent) took less than a month, and the various

timeframes, ranging from 2-3 months up to 8-12 months were

relatively even.

With no clear winner, what does the data mean? Educational

institutions need to be constantly marketing to prospective

students because the researching window varies greatly from

person to person. By being omnipresent during researching

phases, schools are primed to influence enrollments through

being top of mind.

21 %

14 %

The highest margin of

students — 21 percent —

took more than 12 months

to make a decision, while

the lowest margin of

students — 14 percent —

took less than one month.

All other timeframes were

distributed between that

range, meaning there is no

clear timeframe for when

students start researching

schools to when they

actually make a decision.

WHAT WAS THE TIMEFRAME FROM WHICH YOU

STARTED RESEARCHING SCHOOLS ONLINE TO THE

TIME YOU ACTUALLY ENROLLED?

15 %

1 MONTH PRIOR

TO ENROLLING

13 %

4–5 MONTHS PRIOR

TO ENROLLING

16 %

8–12 MONTHS PRIOR

TO ENROLLING

20 %

2–3 MONTHS PRIOR

TO ENROLLING

16 %

6–8 MONTHS PRIOR

TO ENROLLING

21 %

13+ MONTHS PRIOR

TO ENROLLING

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WHAT WERE THE MOST IMPORTANT FACTORS TO

YOU WHEN CHOOSING A SCHOOL?

3 %

4 %

Career

placement

Faculty/staff

13 %

Convenience

Reputation of the school

13 %

14 %

16 %

Location

Cost

38 % Educational programs offered

School decisions come

down to three things:

PROGRAMS COST LOCATION

37 %

17 % program was most

This speaks to primary student needs: a quality educational

important and 14 said offering, at an affordable price, in a convenient location.

When prospective students look for college or career schools, the

say the programs

list of factors is enormous. What are the programs like? Do they

offered at the school

were most important. to access via public transportation? The qualifiers are endless.

However, the G/O Digital study found that the three most

say the cost of the

(17 percent) and the physical location of the school (14 percent).

location was most

important.

The largest number of students found the program offerings to

offer online options? How experienced are the professors? Is it easy

important factors for prospective students are the programs offered

at a school (37 percent), the overall costs associated with enrolling

be the most important; showing that a strong, well-marketed

program can overcome other factors such as cost, location, school

reputation and convenience.

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WHEN CHOOSING

BETWEEN MULTIPLE

SCHOOLS, WHAT

ULTIMATELY HELPED YOU

MAKE A DECISION?

3 % 4 % 7 % 21 % 25 % 31 %

MEETING WITH

ALUMNI

9 %

GRADUATION/ ADMISSIONS

CAREER

EXPERIENCE

PLACEMENT

RATE

31 %

ON-CAMPUS VISITS ARE THE DECIDING FACTOR FOR PROSPECTIVE STUDENTS

Students can do all the online research in the world, but

actually visiting a school makes a difference. In the G/O

Digital study, 31 percent of students found that their

on-campus visit was the deciding factor when it came

to actually picking a school. To increase enrollments,

schools should focus on bringing students from online

research to offline visits. The in-person meetings pave

the way for a student to start imagining themselves

actually at that school, and it provides an opportunity

for them to ask questions of the school directly.

SCHOOLS’

ONLINE

OFFERINGS

found their on-campus visit to be the

primary deciding factor when choosing a

college or career school.

COST OF

PROGRAM

PROGRAMS

OFFERED

ON-CAMPUS

VISIT

Although on-campus visits had the highest margin, it’s

important to note that the programs offered

(25 percent) and the cost of the program (21 percent)

were also highly ranked as deciding factors. A school

can make a great impression during a visit, but if its

programs and cost aren’t competitive, students will

likely look elsewhere.

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WHEN VISITING A POTENTIAL

SCHOOL’S WEBSITE, WHAT DID

YOU LOOK FOR MOST?

PROGRAM INFORMATION IS PARAMOUNT FOR

PROSPECTIVE STUDENTS

56 %

PROGRAM INFORMATION

When visiting a school’s website,

56 %

looked primarily for information

about the program in which they

were interested.

17 %

TUITION/FINANCIAL AID

INFORMATION

The quality of a program oftentimes seals the deal for a

student to select that school; however, if that program

information isn’t easily discovered online, then a school

could easily be looked over by a prospective student.

The G/O Digital study found that 56 percent of students

primarily look for information about the program they’re

interested on a school’s website. Colleges and career

schools should make program information prominent and

easily navigable — clean, clear copy that steers site users to

the sections they need.

The second-most popular item prospective students

look for on a school’s website is tuition and financial aid

information (17 percent). Interestingly, the third-most

popular response was ease of website use, with 10 percent

of students saying it was the most important thing on

a school’s website. Although program information was

ranked the highest, the fact that website use was one of

the top three responses says a lot about current students’

propensity for current, easy-to-navigate websites.

10 %

6 %

4 %

4 %

EASE OF WEBSITE USE

CAMPUS/STUDENT LIFE

STUDENT TESTIMONIALS

WAYS TO CONTACT OR

APPLY TO THE SCHOOL

3 %

OTHER

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WHAT TURNED YOU AWAY FROM

A POTENTIAL SCHOOL’S WEBSITE?

3 % 5 % 8 % 20 % 32 % 33 %

WEBSITE

WAS NOT

MOBILE

FRIENDLY

FORM-FILL

FOR FURTHER

INFORMATION

WAS TOO LONG

TOO MANY

POP-UPS

VAGUE LANGUAGE

ABOUT THE SCHOOL

OR PROGRAM

DIFFICULT TO

NAVIGATE

NOT ENOUGH

INFORMATION ON

THE PROGRAM I

WAS INTERESTED IN

PROSPECTIVE STUDENTS WILL LEAVE A SCHOOL’S SITE IF IT

HAS POOR NAVIGATION

Poorly built websites shouldn’t be a reason students turn

away from a school. Unfortunately, it does happen and

with some frequency. When asked what turned students

away from a potential school’s website, 32 percent of

the students surveyed in the G/O Digital study said poor

navigation was the main culprit.

An additional 33 percent said there wasn’t enough

information on the program that student was interested

in — once again underscoring the importance of

having program offerings front and center with easy-tonavigate

tabs.

32 %

say poor navigation on a college or career

school’s website turned them away fr om

that school.

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32 %

SOCIAL MEDIA PLAYS A ROLE IN THE

SCHOOL SELECTION PROCESS

69 %

17 % 15 %

followed colleges and

career schools, including

the those they were

interested in, on social

media while they were

making a decision.

DID YOU FOLLOW

SCHOOLS THAT YOU

WERE INTERESTED IN ON

SOCIAL MEDIA?

Yes

A school’s social media presence affects how a student perceives the school, and

whether or not a prospective student will follow that school on social channels or

pass them by. In the G/O Digital study, 32 percent of students followed colleges

or career schools, including the ones they were most interested in, on social

media channels while in the process of making a decision.

Social media provides insight into what a school is like before actually attending

that institution, creating a powerful conduit between the prospective student and

their potential school. A strong social presence gives the school an opportunity

to showcase its personality — and it shows that the school is knowledgeable

about the changing online platforms to tech-savvy new students.

No

Only the ones I am most

interested in attending

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NOT ALL SOCIAL POSTS ARE

EQUALLY IMPORTANT

52 %

say schools that post relevant information

about programs they’re interested in is

the most important aspect of a college or

career school’s social presence.

WHICH PART OF A SCHOOL’S

SOCIAL MEDIA PRESENCE IS MOST

IMPORTANT TO YOU?

11 %

REGULAR POSTING ON SOCIAL

PLATFORMS THAT I FOLLOW

8 %

RELEVANT SOCIAL ADS FROM THE

SCHOOL

ONGOING ENGAGEMENT WITH

FOLLOWERS

12 % 18 % 52 %

PHOTOS THAT HELP ME GET A FEEL

FOR THE SCHOOL/PROGRAM I’M

INTERESTED IN

POSTING RELEVANT INFORMATION ABOUT THE

SCHOOL/PROGRAM I’M INTERESTED IN

According to the G/O Digital study, 52 percent of respondents find

it most important for schools to post relevant information about

the school or program in which they were interested. The majority

of students chose social updates about program information above

seeing relevant social ads, engagement with followers and photo

posts to help them get a feel for their program or school. When it

comes to social media, knowing what to post and when to post is so

important for attracting prospective students. Whether they follow

the school or not, seeing what schools post about gives students a

better idea of the school’s culture and values.

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ON WHICH SOCIAL MEDIA PLATFORM ARE

YOU MOST LIKELY TO FOLLOW A SCHOOL?

62 %

10 % 10 %

2 %

62 % 13 %

are most likely to follow a

college or career school

on Facebook over any

other channel.

1 % 6 %

13 %

would follow a school on

LinkedIn, which was the

second-most popular in the

survey.

WHEN SELECTING A SCHOOL, FACEBOOK’S INFLUENCE TOWERS OVER

OTHER SOCIAL CHANNELS

Facebook is regularly touted as the primary social platform for

any business to be on, however, for college and career schools,

it’s even more important. In the G/O Digital study, 62 percent of

students surveyed were most likely to follow a college or career

school on Facebook – more than any other channel. The largest

social media network is also the most influential for schools to

connect with prospective students through general posts, paid

posts or Facebook ads.

The second-most popular response was not what many consider

the second primary social platform — LinkedIn with 13 percent.

LinkedIn is a major untapped network for educational institutions

with social media. Knowing that the main reason students go

back to school is for enhanced career opportunities, this makes

LinkedIn an even more effective network for marketing, and

surprisingly, even more than Twitter.

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WHEN

RESEARCHING

PROGRAMS,

HOW DID

YOU CONNECT

WITH THESE

COLLEGES OR

CAREER SCHOOLS?

10 % ADVERTISEMENT THROUGH TV,

NEWSPAPER OR BILLBOARD

40 % ATTENDED

ON-CAMPUS EVENTS

29 % CALLED THE

SCHOOL DIRECTLY

10 % DOWNLOADED THE

SCHOOL’S APP

41 % EMAILED THE

SCHOOL DIRECTLY

21 % FLYER MAILED

TO MY HOUSE

17 % FOLLOW ON

SOCIAL MEDIA

34 % FRIENDS/FAMILY OR

SCHOOL COUNSELOR

9 % NEWSLETTER

SIGN-UP

17 % WATCHED VIDEOS ABOUT THE

SCHOOL ONLINE

38 % WORD-OF-MOUTH

REFERRALS

PROSPECTIVE STUDENTS PREFER TO CONNECT WITH

SCHOOLS VIA PERSONAL TOUCHES

The first communication between student and school

typically starts with the student reaching out and expressing

interest in some way, and then the school responds to the

questions, issues or information request, however appropriate

for the original method of communication. According to the

G/O Digital study, personal reach-outs — such as emailing a

school directly (41 percent), attending on-campus events (40

percent) or hearing word-of-mouth referrals (38 percent) —

were the most popular ways for students to initially connect

with colleges and career schools.

As an educational institution, it’s important to make these

options readily available to prospective students. They feel

most comfortable reaching out in a more personal way, so

having clear contact forms on a website, regular campus

visiting events and even external meet-ups or networking

socials are great ways to give students a chance to reach out

and learn more about a school’s offerings.

41 %

40 %

38 %

connected with schools

through emailing the

school directly.

connected through an

on-campus visit.

first looked into certain

schools because

of word-of-mouth

referrals.

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WHEN SEARCHING FOR A SCHOOL

THROUGH SEARCH ENGINES, WHAT

INFLUENCED YOU MOST TO CLICK

ON A SEARCH RESULT?

43 %

15 %

10 %

13 %

AN ADVERTISEMENT THAT LISTED THE

PROGRAM I WAS INTERESTED IN

AN ADVERTISEMENT THAT PROMOTED

OR LISTED SOMETHING UNIQUE ABOUT

THE SCHOOL (SCHOLARSHIP, ONLINE

PROGRAMS, START DATES, ETC.)

A RESULT THAT LISTED THE SCHOOL

THAT WAS CLOSEST TO ME

were most influenced to click

on search results that included

information that was the most

relevant to them.

RELEVANT INFORMATION IS KEY TO CONNECT WITH

STUDENTS ON SEARCH ENGINES

Relevancy is everything when it comes to search

engines – they’re constantly looking to serve

the best results to users’ queries, and when

prospective students search online, they’re most

likely to click on the result that is most relevant to

them and on the first page of search results.

According to the G/O Digital study, 43 percent

of students surveyed were most influenced to

click on a search result that included information

about the program they were looking for.

Additionally, 15 percent said they would click

on an advertisement that listed the program in

which they were interested. This means that

although search engine optimization efforts are

important for appearing in organic searches, paid

advertisements served to the right person can be

very effective, as well.

12 %

43 %

7 %

A RESULT THAT LISTED A SCHOOL

WITH POSITIVE REVIEWS/RATINGS

A RESULT THAT PROVIDED

INFORMATION THAT WAS RELEVANT

TO ME

A RESULT THAT WAS AT THE TOP OF

THE SEARCH ENGINE

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AFTER CONNECTING

WITH A SCHOOL THAT

YOU ARE INTERESTED IN,

HOW DO YOU WISH TO

BE COMMUNICATED WITH

MOVING FORWARD?

75 %

THROUGH AN EMAIL

WITH INFORMATION

THAT IS RELEVANT TO MY

INTERESTS/NEEDS

THROUGH SOCIAL

20 %

MEDIA POSTS

THROUGH TEXT

13 %

MESSAGING

THROUGH A

16 %

MOBILE APP

THROUGH PHONE CALLS

16 %

FROM THE SCHOOL

I DO NOT WISH TO HAVE

FURTHER CONTACT/

21 % COMMUNICATION FROM

SCHOOL

EMAIL IS THE PREFERRED METHOD OF

CONTACT FOR PROSPECTIVE STUDENTS

Following up with prospective students

is a crucial part of marketing for colleges

and career schools, but what are the most

effective ways to reach out after that initial

contact from a student?

According to the G/O Digital study, 75

percent of students said they preferred to

receive communication via email over any

other medium — including social media,

direct phone calls or text messages. Email

is the easiest way to reach prospective

students, but it needs to be a relevant

message with a strong subject line to

actually get it opened.

AFTER CONNECTING WITH A SCHOOL THEY

WERE INTERESTED IN,

75 %

say they preferred to be

contacted by the school via

email versus social media,

direct phone calls and text

messages.

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Conclusion

For educational institutions, it’s important to

remember that your prospective students’ lives are

spent in the digital world. To connect with them,

you need to have a robust online presence that not

only answers their questions, but also invites them

to reach out and learn more from your school.

Getting found initially is the key step to actually

being on their list of preferred schools, and the

right digital marketing strategy will help schools

get found in that crucial first research phase.

Content and ads tailored to your school’s strengths

and the students’ needs are more likely to catch

the researcher’s attention, putting your school on

their short list early on.

About

At G/O Digital, we understand that marketing

can no longer be limited to traditional

advertising methods and that digital

integration is the future. The conversation

between consumers and businesses has

changed and will continue to evolve, and our

team of digital marketing specialists has the

expertise to meet these changes head on.

Boost leads, retain customers and grow your

business with G/O Digital’s team of digital

specialists. For more information,

visit godigitalmarketing.com.

Contact us

For PR and Media Inquiries, please contact:

Andrea Parker

Senior Content Marketing Manager, G/O Digital

Tel: (602) 444-1509

Email: ajparker@godigitalmarketing.com

#WinLocal

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