In the dynamic landscape of Malaysia’s industries, digital marketing has emerged as a transformative force, revolutionizing the way businesses and institutions engage with their audiences.
Among the sectors experiencing a profound digital shift, higher education in Malaysia has embraced the power of digital marketing to a remarkable degree (pun intended). This introduction explores the far-reaching influence of digital marketing across diverse industries in Malaysia, with a special focus on its pivotal role in shaping the competitive and ever-evolving landscape of higher education.
From universities and colleges to vocational institutions, the adoption of digital marketing strategies has become not just an option, but a strategic imperative for achieving outreach, engagement, and growth in the digital age.
Now before we jump into the nitty gritty details of how to run a successful campaign of your own, let’s first have a look at how search trends and student behaviour are now challenging traditional marketing methods.
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Digital Statistics for the Higher Education Industry
Let’s face it, we’re never going back to pre-COVID times. While education roadshows and events still have significant foot traffic, it is simply undeniable that people use smart devices and the internet now more than ever. Roadshows, open days and onsite events have always been the de facto method of promoting universities and colleges. However as the pandemic has forced people to turn to not just online classes, virtual events have also gained traction. Today, virtual open days and campus tours are the norm.
Malaysian students are increasingly using digital platforms to research and apply to universities. According to a 2023 study by iProperty, 65% of Malaysian students use social media to research universities, and 58% of Malaysian students use university websites to apply to universities.
Malaysian students are most interested in seeing content about university programs, campus life, and career opportunities. A 2023 study by Higher Education Malaysia found that the top three types of content that Malaysian students want to see from universities are information about university programs (78%), campus life (72%), and career opportunities (69%).
Malaysian students are more likely to engage with interactive content. A 2023 study by Brickz found that Malaysian students are 57% more likely to engage with interactive content, such as virtual campus tours and quizzes, than with static content, such as text and images. This also means that static old school website just doesn’t cut it anymore when it comes to attracting students.
Additional search statistics for students in Malaysia:
- 78% of Malaysian students use Google to search for information about universities. (JustRank, 2023)
- 58% of Malaysian students visit university websites to apply to universities. (iProperty, 2023)
- 63% of Malaysian students are more likely to contact a university that has a strong online presence. (Brickz, 2023)
All of these statistics are pointing towards the inevitable, which is digitalization. While universities and colleges typically have an official website, not all of them are leveraging digital marketing to push their websites.
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Digital Challenges in the Higher Education Industry
Before looking into how universities and colleges can run their own campaign, let’s also have a look at some of the most typical challenges that one can encounter in digital marketing.
1. Increasing Competition:
Imagine the bustling digital space of higher education where every institution is trying to win the heart of prospective students. It’s like a crowded talent show, and everyone’s vying for the spotlight. Each course that you offer, chances are it will also be available in other institutions as well. So, why you? In this competitive arena, standing out from the crowd is a bit like being a shining star in the night sky – not impossible, but definitely a challenge.
So, how can you stand out from the noise? It’s all about embracing your uniqueness! Highlight what makes your institution special – your mission, your faculty, and the programs that you offer. Whether it’s a collaboration with another internationally recognised institution, or simply the fact that you are ranked the best in that field, use it to create a compelling brand story that sets you apart from the crowd.
2. Adapting to Rapid Technological Changes:
The dynamic landscape of the digital realm is akin to a high-speed rollercoaster ride, with new technologies, platforms, and trends emerging at a relentless pace. Staying abreast of these developments can be akin to chasing a whirlwind. However, there are strategic approaches to not only survive but thrive in this ever-evolving digital ecosystem.
The essence of success lies in becoming a digital trendsetter. Instituting a culture of continuous learning and adaptability is paramount. Encourage your marketing team to actively engage in knowledge enrichment through webinars, conferences, and online courses. Furthermore, collaboration with digital experts can be instrumental in charting a path through the dynamic waves of digital evolution. Keeping your digital strategy fresh is akin to adding exciting chapters to a cherished book, ensuring relevance and resonance in the digital arena.
3. Diverse Audience Segmentation:
The diverse composition of your audience, spanning prospective students, parents, loyal alumni, and international students, creates a kaleidoscope of expectations. Providing personalized attention to each segment is akin to orchestrating a grand family reunion or catering to a variety of flavors at an ice cream stand.
Here, the only real approach is through personalization. Envision crafting your messaging like a curated playlist, with each note resonating uniquely with the listener. Harness data-driven insights to tailor content that strikes a chord with the specific needs and aspirations of each audience group. Delve into the creation of detailed audience profiles, akin to crafting individual portraits, enabling the delivery of content and campaigns attuned to their distinctive preferences.
By approaching these challenges with a strategic mindset, higher education institutions can infuse their digital marketing journey with effectiveness and refinement. A commitment to adaptability, innovation, and data-driven decision-making paves the way for turning challenges into exciting opportunities in the ever-evolving digital landscape.
Image source: Freepik
How to Approach Digital Marketing in the Higher Education Industry?
1. Creating and Sharing Engaging Content:
You know how scrolling through social media can be addictively fun? Well, that’s where we start. Higher education institutions are getting all tech-savvy and sharing content that’s like an online campus party. We’re talking about vibrant posts, viral videos, and eye-catching articles about university programs, campus life, and those exciting career opportunities waiting at the finish line. Think of these posts as your golden ticket to student engagement.
This fantastic content isn’t just floating around; it’s hosted on various digital platforms, from the oh-so-trendy social media sites to the cozy corners of university websites and blogs. It’s like throwing a big online carnival where everyone’s invited! These platforms are where students gather to find all the inside info on your institution, so make sure you’re the life of the digital party.
2. Using Interactive Content to Engage:
Interactive content has become a cornerstone of modern digital marketing strategies employed by higher education institutions. It serves as a dynamic conduit to engage prospective students and enhance their online experience.
Imagine browsing through university information, and suddenly, you stumble upon a virtual campus tour that rivals a treasure hunt. Alternatively, you come across an engaging quiz promising to unveil your inner academic superhero. Interactive content is the secret sauce that adds flavor to the online experience.
Higher education institutions have embraced the concept of interactive content to engage students on a deeper level. It goes beyond merely presenting information; it creates an interactive adventure where students can explore, learn, and derive enjoyment. Think of it as transforming your website into a digital amusement park; it’s not just informative; it’s inherently engaging and enjoyable.
3. Optimizing University Websites:
In an era where information retrieval relies heavily on search engines, universities must optimize their websites to ensure they are discoverable by prospective students. Also known as Search Engine Optimization (SEO), this process entails the strategic use of keywords, well-organized content, and the provision of essential information.
Much like anyone out there searching for their favourite restaurants just by typing in keywords, students use similar queries when researching for courses and universities. Ensuring that your website prominently appears in their search results is akin to claiming a starring role in their preferred cooking show.
This optimization process revolves around crafting web content that aligns with the preferences of search engines, ensuring prominent visibility. It’s akin to illuminating your digital presence with neon signs, guiding students directly to your online doorstep. SEO is definitely one of the most effective digital marketing strategies to boost your online presence. Let us share with you some SEO tips on how to further strengthen your organic presence through some very simple steps.
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SEO Tips for Higher Education Industry
1. Keyword Research and Optimization:
Image source: Google Keyword Planner
Keyword research is a fundamental step in optimizing your college website for better search engine rankings. Start by conducting thorough research to identify the keywords and phrases that prospective students are using when searching for colleges and specific programs. These could include terms like “best business degree in [location]” or “affordable business degree.”
Once you’ve identified these keywords, strategically integrate them into your website’s content. This includes optimizing page titles, meta descriptions, headers, and the body content. Ensure that keyword usage feels natural and provides value to your readers. Create dedicated landing pages for each program or major, tailoring them with relevant keywords to make it easy for students to find information about their specific interests.
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2. Mobile-Friendly Design:
In today’s digital landscape, a mobile-friendly website design is crucial for SEO. With the increasing use of smartphones and tablets for web browsing, Google prioritizes mobile-friendliness as a ranking factor. In fact, Google now defaults to the mobile-version of your website as the main canonicalised version. Other than that, more than half of users today use their mobile devices when searching for information online. So it makes sense to optimize your website towards that.
To optimize your college website for mobile users, ensure it has a responsive design that adjusts to different screen sizes. You can test your website’s mobile performance using Google’s Mobile-Friendly Test tool, which identifies any issues that need to be addressed. Additionally, optimize images and other media elements to ensure fast loading on mobile devices, providing a seamless and enjoyable user experience.
3. On-Page Optimization:
On-page optimization is the practice of fine-tuning individual web pages to improve their search engine visibility. This includes optimizing elements like title tags, meta descriptions, header tags, and image alt text. Each page on your website should have a unique and descriptive title tag that includes relevant keywords. The meta description should provide a concise summary of the page’s content.
Header tags (H1, H2, etc.) help structure your content and improve readability. Additionally, use descriptive image alt text to make your visuals more accessible and understandable for both users and search engines. On-page optimization ensures that each page is well-organized and informative, making it more likely to rank higher in search results.
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Pulling it all together
The significance of digital marketing in higher education institutions cannot be overstated. It has become the cornerstone of a successful strategy in today’s digital age. As the higher education landscape becomes increasingly competitive, institutions that embrace digital marketing gain a competitive edge. This powerful tool enables them to connect with a diverse audience, create engaging content, and navigate the ever-evolving online landscape.
By employing digital marketing strategies, colleges and universities can effectively reach, inform, and engage with prospective students, fostering strong connections that lead to enrollment. The importance of digital marketing is not a choice; it is an imperative that ensures higher education institutions remain relevant and influential in a rapidly evolving world. Whether it’s through personalized content, social media engagement, or SEO, the impact of digital marketing reverberates, shaping the future of higher education.