With young people spending an increasing amount of time online (8 hrs a day according to the Kaiser Family Report), its no wonder that the future of student recruitment marketing depends on effective SEO (search engine optimization) and the use of social media platforms like Facebook, Twitter, You Tube and Linked In.

According to Azorus Inc, a blog on thoughts for higher education: “We live in an age dominated by technology. Social Media and digital platforms have become increasingly popular and – quite frankly – essential for universities who want to have the best student recruitment campaign possible”.

Although it may seem a whole new ball game, when it comes to student recruitment the marketing fundamentals have not changed. Those relationships a University or College has developed over the years  through “referrers” are simply further enhanced through the extension of digital. Integrated marketing is the name of the game and to be truly effective at this means some experimentation as there really is no ‘secret sauce’.  However, here are a few basic pointers:

1. Be visible on Google

When we seek information we go to search engines and in Canada over 90% of searchers prefer Google. This puts the emphasis on ensuring that a educational facility’s website is optimized for the relevant keyword searches.

2. Promote through multimedia

Video viewing online is growing exponentially. No longer are media like You Tube and Flickr study distractions. It would be wise to recognize the usage trends as an opportunity. “You Tube EDU” transforms mediocre presentations into a state-of-the-art standard that today’s student population expects.

3. Engage your prospects through the effective use of social media tools. Facebook cannot be ignored as 80% of students referenced checking out Facebook when they were researching an educational institution. Inputting a simple keyword into Twitter in a few seconds gives you the opportunity to participate in a real-time conversation. Additionally Linked In groups act as an effective way to engage conversation.

Student recruitment marketing today depends on an effective online strategy and today Universities and Colleges have a myriad of exciting tools to choose from. Delivering relevant content at the precise moment and in the appropriate manner is key to reaching, engaging and converting prospective students. Fast load websites that are mobile enabled and technically proficient (ie: flash does not work on an iPad) can be a decision breaker to a generation where patience is a virtue of a previous generation.