Higher-Ed Web Strategies - An Interview with Philip Smith

On the latest episode of the Marketing Tales Show, I welcomed a higher-ed marketing pro from the Emerald Isle.Dublin, Ireland, to be exact. Philip Smith, co-founder, and CEO of the Education Marketing Agency and podcast host of The EdUp Experience, shared his insights on navigating the demographic enrollment cliff via the power of website personalization. With an education in marketing and business, Philip helps colleges and universities tell their stories effectively to reach potential students and their influencers in today's digital environment. We all know we never get a second chance to make a first impression. A college website is often the first impression potential students have of an institution -- make it count!A common issue Philip discovered while working with numerous higher-ed institutions is the difficulty navigating websites due to the enormous amount of text shown to visitors.To ease the friction and enable a better user experience, Philip suggests introducing easily digestible video content to relay a school's message. Some video content examples include: Lecturer videos of faculty explaining the content of a particular course.Campus tour videos giving prospective students a look and feel about the institution.Student testimonial videos to build trust through social proof.As the academic landscape shifts with the demographic enrollment cliff, so should higher-ed marketing strategies, and that starts with messaging, particularly the calls to action. A university degree is a huge investment, probably the largest thus far in the young lives of traditional students. So, don't ask them to "marry you" via the apply now button on their first visit to your website. Court them and give them an idea of what your university is all about by offering ungated content such as free webinars, video messages, or even a free trial of a course. "Enrolling in your first degree is as big of a decision as getting a mortgage," Philip says. "It's huge financially and very long term."To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels.If you'd like to get to know Philip or partner with him on your higher-ed marketing strategies, connect with him on LinkedIn, visit his website, or subscribe to his podcast The EdUp Experience.Keep reimagining how you communicate your university's unique story and build stronger connections with your audience.Until next time.