Knowing your audience and what resonates with them is what underpins a successful marketing campaign, regardless of the sector you operate in. For some industries, this can actually be a fairly straightforward task. For example, an ethical clothing brand with a loyal following could produce a campaign related to fair trade practices or sustainable production, knowing that this will go down well with its target market.
When marketing to students, however, things are not always so simple. People at or applying to universities come from a broad church, one that transcends generations, nationalities, pastimes and political leanings. There is no easy fix when it comes to creating a message that rings true for every potential student when your audience is so diverse. Simply put, you can’t always please everyone.
That’s where Edurank comes in. By aggregating the social media posts and their engagement levels from institutions across the nation, we can assess which content is cutting through the noise and making an impact where it counts. Whether it’s the University of Manchester offering Marcus Rashford an honorary degree for his efforts to address child food poverty, or an image of a stunning sunset captured by Middlesex University, Edurank guides you to the content that counts.
Your institution’s online presence can be a crucial factor in determining whether a prospective student will apply, so it’s important to ensure that you are sending the right message. Our research indicates that Gen Z students favour content that is authentic and meaningful. Passive content won’t distinguish you from your competitors, so don’t be afraid to stand up for what’s right. When Canterbury Christ Church University announced that they had terminated David Starkey following racist remarks he made on a radio talk show, students welcomed their decisive action and willingness to publicly take a stand against bigotry.
When it comes to the effective management of your online presence as an institution, Edurank is one of the most useful tools you can have in your locker. It allows you to read the room and ensure that your message is one that your student audience is looking to hear. So you can be bold, define your audience and create meaningful content around the issues that matter to them.
But how do you know that you’re getting it right? Well, keeping an eye on your Edurank rankings will help, but to find out which institutions have really got their social media content spot on this year, stay tuned for the Edurank Awards finalists which we will announce soon. From the best use of Instagram to the best campaigns supporting student wellbeing and sustainability, we’ll share with you the inspiration to really connect with your students on social.