Higher Ed Marketing Budgets Unveiled

In this episode, Jaime talks with Ben Congleton, CEO and Founder of Olark, about the results of his recent survey into how higher education leaders are allocating their marketing budgets. The survey sought to uncover where higher education marketers and admissions pros are planning to spend their budgets and time over the next year. As they delve into the survey results, Ben raises the curtain on its most compelling findings. Takeaways include:

·       Insights into the top priorities of higher ed marketing and admissions leaders

·       How resources are allocated at different institution types

·       Guidance on which channels might be on the rise – and which may be on their way out

·       Tips for planning your own budget priorities

·       Insights into the implications of spending trends

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Episode Summary

Undergraduate Enrollment: The Core Priority for Higher Ed Marketers

The survey results indicate that the primary focus for marketing budgets is undergraduate enrollment. As Jaime and Ben discuss, this trend isn’t surprising considering the demographic challenges higher education faces and the increasing need to attract new students. Despite this common priority, the data shows subtle variations across institution types. For example, while most four-year institutions prioritize brand awareness, associate’s colleges tend to focus more on student retention.

Higher ed marketers are keen to maximize their impact, aligning their strategies closely with enrollment goals. Ben notes that understanding these distinctions across institution types can help marketers more precisely tailor their campaigns and maximize their return on investment.

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Instagram as the Primary Channel, But Consider Alternatives

The survey revealed that Instagram is the go-to platform for higher ed marketing professionals. Despite the widespread usage, Jaime and Ben agree that an overreliance on Instagram may create a competitive, cluttered environment. They suggest that institutions consider exploring less saturated platforms, such as YouTube or even LinkedIn, where they may have more room to stand out and reach new audience segments.

Ben also notes that experimenting with different digital channels could offer more data on what resonates with audiences. Paid search and display ads were other areas of focus, especially for larger institutions with more robust digital advertising strategies. However, Ben encourages higher ed marketers to experiment with underutilized platforms, potentially gaining a more distinct edge in an increasingly crowded digital landscape.

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Gaps in Expertise: Website Optimization and Digital Ad Management

Jaime and Ben discuss an important takeaway from the survey—there is a clear gap in expertise around digital advertising and website optimization among higher ed marketing teams. This gap can be challenging, particularly as more marketing budgets are allocated toward digital initiatives. Many institutions rely on external agencies for these services, which can lead to inefficiencies if there isn’t enough internal knowledge to effectively oversee and guide those partnerships.

Ben emphasizes the importance of building up digital skills within internal teams. Advanced knowledge in paid search, analytics, and website optimization are critical for institutions to fully leverage their digital presence. A greater focus on professional development could empower marketing teams to hold agencies accountable and optimize campaigns more strategically.

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The Untapped Potential of Website Optimization and Live Chat

Ben highlights that although most marketing campaigns direct audiences to institutional websites, website optimization is often overlooked. He suggests that higher ed marketers invest in tools and strategies to enhance their websites’ functionality, such as A/B testing and implementing live chat. As Ben explains, live chat can serve as a real-time tool for engagement, allowing prospective students to have their questions answered instantly, which can improve conversion rates.

Website optimization, particularly on high-traffic pages, is essential to ensure that traffic driven by other campaigns is effectively utilized. By focusing on conversion-centered website improvements, institutions can better capture the attention of prospective students, leading to increased inquiries and applications.

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Career Development Opportunities in Digital Marketing for Higher Ed

As the episode wraps up, Ben encourages higher ed marketers to leverage the insights from the survey as a tool for personal growth and professional development. He notes that there is a great deal of opportunity for those looking to expand their skill sets in digital areas like website optimization, paid advertising, and social media strategy. He also suggests that marketing teams advocate for professional development funding, as these skills will only grow more critical in the years ahead.

By filling these expertise gaps, marketing professionals can not only better serve their institutions but also position themselves for career advancement in an increasingly digital landscape. Ben underscores that with the right training, higher ed marketers can become invaluable assets to their teams, creating sustainable impact through optimized campaigns.

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This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends atMindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

About the Enrollify podcast Network:

Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Corynn Myers, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!