Creating engaging, fresh content to target prospective students who visit your college website takes a lot of work. In order to get those students to your website, you also need to optimize your content for search engines and social media, and then you can only hope that your carefully crafted content will in fact be seen by the right eyes.
Real-time personalization is a great way to ensure your content reaches its intended audience, encouraging them to stay longer on your website, directing them to the information they want most, and inviting them to take action. There are nearly infinite ways to incorporate personalization into your website, but if you’re new to it, examples can be a great way to get started.
Here are 4 examples of how our higher education customers have been using personalization on their websites.
1. Geo-specific event CTAs
Depending on where they’re located, some alumni or prospective students might need more time to plan for attending one of your events. Geo-focused campaigns can allow you to target local alumni to remind them about an event coming up that weekend, or remind prospects visiting from two states away that it’s best to book hotel rooms early for a campus visit coming up next month. With local education search on the rise, colleges can gain relevance and traction by factoring location into their content strategy.
2. Age-based segments
If you know that alumni who graduated in the 1990s are more likely to support athletics-focused campaigns than any other kind, you can encourage alumni visitors to say which decade they were part of, and then display annual giving appeals that feature student athletes and athletic projects.
3. Encouraging content discovery
Based on visitor behavior, you can make inferences about their interests. For prospective students who visit pages for your nursing and business majors, you can suggest recent news about these programs, or invite them to look at a healthcare management major they might not be aware of, giving them more reason to remain on your website and interact with relevant content. For current students, you could create reminders for when a new issue of the college newspaper becomes available, or you have published a new video to your YouTube channel to promote engagement.
Once students have been accepted into your university or college, and now face deciding which school to attend, you can personalize the messaging on your website with deposit reminder deadlines, a new video tour of your residence halls, and orientation schedules.
Alternately, when a prospective graduate student visits your website, you can use personalization to help bypass irrelevant undergraduate information, and get them to the content that will help them apply to your programs.
Putting everything for everyone on the homepage is no doubt the most-requested item on university websites, but if you’re a higher education web marketer, you know better. The way to deliver the right content to the right visitor is through creating engaging web content for your most important audiences and then using real-time personalization to lead your visitors down the right path to drive engagement, enrollment and donations.