How You Can Improve Your University’s Content Marketing Plan
Marketing to college students is an opportunity your brand doesn’t want to miss. As part of Gen Z, this group accounts for approximately 40% of consumer markets.
While inbound strategies help build brand awareness with college students and their parents, outbound marketing helps drive conversions. With the right paid strategy, even a small amount of advertising can significantly impact your conversion rate — businesses typically make $2 for every $1 they spend on Google Ads, for example.
Your outbound marketing strategy can help you hone in on who your target audience is, which advertising platforms are most effective, and how to measure your progress. Here’s how to make the most of your outbound marketing strategy to convert more college students this year.
Gen Z spends more time on their phones than any other generation. With an average of more than eight hours of screen time per day, it’s no surprise that 32% of their transactions happen on their phones. And when they’re not shopping, they’re communicating and creating content for their followers.
There are ways to leverage the creativity and authenticity that college students seek from brands through strategically placed ads.
Through targeting audiences and tracking your ROI, your social media outbound marketing strategy can turn impressions into conversions:
Gen Z uses search engines as the primary means for finding information. It’s essential for your brand to appear on the first page of relevant search results.
Google Ads operates under a pay-per-click model. Marketers, advertisers, or brands can target a specific keyword and make bids on it. There are a few options you have in how you decide to bid.
Google considers your bid amount as well as a “quality score” based on an assessment of your ad. On a scale of 1–10, the higher you are, the less you’ll pay for your ad spot.
There are 5 main types of Google Ads you can utilize. Starting with Search and Display Ads will attract people to your brand and build awareness:
While it likely won’t be the core of your outbound marketing strategy, on-campus postering can play an integral role.
Imagery has a powerful impact on its viewers. For example, ad agency Yellow created this iconic social awareness campaign during Diwali. Through the use of bright colors (typically seen during this festival) juxtaposed with frightened animals, the message about how animals can be negatively affected during this time of celebration packs a punch.
While Gen Z has shorter attention spans when it comes to ads, this type of advertising piques their curiosity. It’s concise, image-driven, and has a strong message. Consider ways you can break down your message into a punchy image accompanied by clever copy.
Target specific areas your poster should appear. Look into locations frequented by college students, including local off-campus areas like gyms, restaurants, cafes, and bars around campus.
Pro tip: Use your postering to point audiences to your online platforms and website to learn more about your brand.
Giving out free samples puts your products directly in students’ hands. Whether you’re looking to build awareness or inspire purchases, product samples make your brand and your products tangible and real to your audience.
Eighty-four percent of college students say they’ll likely buy a product once they receive a free sample. It’s risk-free, and you inspire reciprocity for students to return the favor.
Brands in all industries jump at this opportunity for marketing to college students. Some provide their samples in exchange for reviews, while others partner with influencers on social media.
Influencers have a powerful impact on today’s younger generations. And product sampling is a strategic means of getting these social media powerhouses to talk about your brand, how your product works, and where to buy it.
85% of Gen Z learns about new products through social media — once they find a brand they believe in, they’re loyal to it. Take time to research influencers and find those who align with your brand’s values and mission.
Outbound and inbound marketing strategies take time, attention, and expertise to reach your target audience. Partnering with CMG means reaching more college students this year. That way you can free up time so you can focus on what you’re already great at — running your brand!