Digital Marketing for Colleges

Welcome to the digital age of university recruitment. Leave behind putting up postings on bulletin boards and sending catalogues via postal services. Today’s students live—and study—online. At Makura Creations, we have seen firsthand that an intelligent digital marketing combination can revive admissions pipelines as well as stretch university brands.

College digital marketing involves the use of both inbound and outbound techniques for creating awareness, interest, and, eventually, admissions. It’s all about sending the right message, on the right medium, at the right time—and measuring along the way. Are you ready to learn more about it? Here we go!

Overview

Online marketing is not one solution for everyone—it’s an ecosystem of channels and tactics that harmonise together. Imagine your plan like a campus visit:

• Content marketing: Blog posts, videos, and downloadable reports answer student questions and showcase life on campus.
• SEO: Ranking at number one when students search for “top engineering colleges” or “best nursing degrees near me”.
• Social Media: Fosters community, offers instant information, and sparks dialogue between students, parents, and alumni.
• Email Marketing: Nurtures leads with high-value, targeted messaging to shift them from “looking” to “ready to apply!”
• PPC & Facebook Boosting: Target high‑intent prospects with paid ads on Google, Facebook, etc.

By connecting these channels, you create an end-to-end experience that captures prospects at every point of contact.

Best Strategies to Engage Students Online

1. Content Marketing & Video Tours

Content is still king. Blog posts, virtual tours, and student testimonial videos all offer real value—answering common questions and showcasing campus life​. Video marketing in particular is even stronger at engaging prospects: schools that produce virtual tour video have much higher website time-on-page and inquiry rates​.

2. Virtual Events & Webinars

Virtual open houses or live question-and-answer sessions with faculty offer prospects an in-campus life experience remotely. Such sessions inform prospects and qualify leads for subsequent e-mail campaigns, in addition to remarketing.

3. Influencer & Ambassador Programs

Working in conjunction with other existing students or social media micro-influencers lends credibility to your message. Peer-to-peer messaging, such as day-in-life takeovers, also resonates with Gen Z, making them more likely to trust and engage.

College SEO: Rank Higher on Google Search Engine

Search engine optimisation is not an option. Here’s how schools can climb the SERPs:

Local & Long-Tail Keywords

Targeting “15-month MBA programs in Boston” over “MBA program” appeals to niche searchers with high intent to enrol. Local SEO techniques like optimising Google My Business as well as targeting location-based keywords puts you in front of “nearby best colleges” searchers.

On‑Page & Technical SEO

Ensure that all program pages have unique meta titles, concise headings (H1, H2), and fast load times. Mobile responsiveness is crucial: over 60% of potential students look for schools via mobile phones.

Content Hubs & Link Building

Create resource centres—e.g., “Guide to Financial Aid” or “How to Pick a Major”—to get links from education bloggers and news websites. High-quality links indicate authority to Google and boost rankings.

Social Media Engagement: Building a Loyal Community

Social media is not broadcasting—it’s two-way communication. This is what succeeds:

1. Regular, Relatable Posts

Colleges that post 4–6 times per week on Facebook and Instagram have 20-30% higher levels of per-session engagement. Use open-ended questions as questions to provoke shares and comments (“What is your dream study-abroad location?”).

2. User-Generated Content

Invite students to post on-campus photos with brand hashtags. Promote such material on formal channels to foster community and present real evidence of student life.

3. Social Listening & Quick Response 

Monitor mentions of your institution and reply to queries in 24 hours. Being prompt in response instils confidence and signals that you’re accessible to students.

Email Marketing: How to Convert Prospective Students

Email remains one of the highest-ROI channels in higher education. Make it shine using these tips:

• Segmented, Personalised Campaign: Segment by interest in program, location, and application stage. Personalise subject lines (e.g., “Your fall 2025 MBA checklist”) and emails to match the needs for each segment.
• Trigger-based automations: Set drip campaigns: when someone downloads your course catalogue, start an email series including faculty member interviews, student reviews, and application reminders.
• Simple Call-to-Action: Each email should have one call-to-action, such as “Schedule a Virtual Tour” or “Start Your Application.” The designs should also be simple and responsive to increase click-throughs.

Using PPC Advertisements to Increase Admissions

PPC enables targeting high-intent searchers accurately:

1. Platform Mix

Work with an experienced PPC specialist like our team at Makura Creations to allocate budgets between Google Ads, Microsoft Ads, and LinkedIn. Target active seekers for courses in Google Search Ads, while targeting working professionals browsing graduate prospects on LinkedIn Ads.

2. Demographic & Behavioural Targeting 

Utilise demographic filters to block under-18 audiences where sites have limited age targeting, and target career advancers or recent high school graduates. Targeting based on behaviour—such as individuals who have been to admissions pages—increases ROI through remarketing. 

3. A/B Testing & Optimisation

Test ad copy, landing pages, and bidding strategies constantly. Small changes—like switching headlines or images—can increase conversion rates by 30%. 

Facebook Boosting for Colleges 

Facebook Post Boosting offers an easy way to increase organic reach: 

• Interest & Age Targeting: Combine age ranges (18–24, 25–34) with interests like “college fairs” or “study abroad” to reach the appropriate audience​. 
• Budget & Timing: Even on a limited budget ($5-$10), it is possible to achieve considerable increase in views and engagement on vital announcements—application deadlines, open house invitations, scholarship announcements. 
• Measurement & Retargeting: Monitor website conversions and segment for custom audiences to retarget on Facebook Pixel. Retarget undecided students who have visited but not applied with remarketing ads featuring reviews or highlights from campus. 

Implementing these digital marketing strategies will prepare your college for future enrolments and inquiry growth. Whether you’re beginning from nothing or looking to make progress on what you’re doing to date, Makura Creations can help develop campaigns that connect, speak to, and convert. Want to boost admissions? Contact us!