We live in a fast paced world. We’re all inundated with content everywhere we go. Students of today are swimming in content. To avoid getting lost in the sea, you need to produce content to make yourself visible. But students are looking for more than just whatever attracts their interest. As the world is increasingly online, students are looking for content that they authentically connect with.
Today’s Prospective Students Crave Authenticity
Community College Daily beautifully covered this topic, including where our current audience is and how to reach them. Today’s prospective students have grown up in a world of crafted social media personas and rehearsed marketing messages, surrounded by noise from TVs, social media, video games, and FaceTime calls. Because of this, they spot insincerity from a mile away.
As a marketer, your goal is to do more than make content, your goal should be to facilitate a feeling of human connection.
Employ These Six Tactics to Foster Human Connections Through Content
- Ask questions to learn what they think about their admissions experience and get to know the student. Don’t be distracted— answer emails and texts promptly. When responses are done quickly, your prospective students will know they matter and will be more likely to move forward.
- Pay attention to what students are saying. One of the greatest benefits of social media is seeing what others say about your institution during their college search. You can read comments, follow institution- or program-specific hashtags, and more to write truthfully about their challenges, fears, and excitement. This helps your audience feel seen and heard.
- Prioritize personal stories. In communications, have information come directly from your current students or recent alumni as much as possible. Hearing directly from the real students builds the trust you both seek.
- Utilize student ambassadors when you can. If you already have a team, put them to work through campus tours and contacting prospective students in emails or texts. And definitely use these students in your video content. If you don’t have a student team, put one together. No one tells your story better than those who made the same decision a few years ago.
- Create opportunities for meaningful connections during on-campus events and college fairs. Brainstorm with your counselors about questions that will get the conversation going beyond “What do you want to major in?” Try asking questions like “ What are your favorite activities in school?” or “ Tell me about your greatest experience so far.” These questions open up the door for more insight into who the student is beyond their educational goals.
- Keep track of who you spoke with at an event by having them fill out an information card. Then, shortly after that, send a handwritten note as a personal touch that will make you stand out from the rest.
Authenticity Feeds Emotions. Emotions Drive Decisions
If students connect to your institution on a personal level, they visualize themselves thriving there. They feel you see them as the unique individual they strive to be, and that matters. Above all else, they trust you and genuinely believe you have their best interest in mind. When those come together, prospective students easily transition to enrolled students moving to your campus in the fall.
Ready to Connect?
In a world overrun with noise and automated responses, be an institution answering the call for connection instead. Spend some time looking over how best to implement these strategies into your upcoming admissions cycle. If you need extra help, our team at Carnegie is more than ready to lend a hand. Start a conversation with us to learn more!