In the past, anyone interested in attending a university had a difficult time ahead of them. First, they had to fill in paper application forms. High school students had to physically visit campuses, which naturally restricted the number of colleges they could consider. Finally, they had to search and research just to come up with a list of potential candidates in the first place.
Today, prospective students have a much easier path. Technology has streamlined the process of finding, considering and applying to a college. Here are some of the most significant ways technology is transforming the college search process.
1. Digital marketing is opening doors
Search engine optimization (or SEO) is how an organization or individual increases their organic search traffic online. Companies use SEO as a long-term investment to build valuable business and e-commerce websites.
Not surprisingly, colleges and universities also use SEO. For example, WebFX highlights different ways universities use it SEO to increase enrollment. This includes using long-form content on the site, keyword targeting, social media posts, loading speed, and other factors to help students find your websites and online resources.
In addition, they use search engine marketing (SEM) to analyze target demographics. They can then channel digital ads and promotions to their identified audience using pay-per-click (PPC) marketing.
The ability to use digital marketing techniques is opening doors for colleges to reach more potential students. Things like SEO, SEM, and PPC allow higher education organizations to expand their pool of prospects in a way that wasn’t possible before the advent of the Internet.
2. Online content offers abundant resources
Online content generated by a university has also become an effective part of many universities’ recruitment tools. This digital content can have a significant impact on whether or not someone attends a school.
For example, many universities have social profiles. This can increase brand awareness and provide new avenues for PPC marketing on social platforms. This also has the effect of engaging with prospects on their terms and in their own environment, where they are most comfortable and willing to listen.
A college blog is also a great resource for digital content. It can provide everything from current class times to dorm information, dining options, and other common questions. Pictures and videos can also show important or attractive areas of the campus. Again, this can set expectations and showcase a school’s strengths.
3. Technology is simplifying communication
Gone are the days of limited communication and long phone calls. Instead, students can now choose from a variety of communication channels to engage with a university’s enrollment staff.
These multiple touch points include everything from emails and phone numbers to text messages and video calls. It’s also easy to provide information about a school’s various communication channels directly on its website and social profiles. This makes it easy for potential clients to contact and engage with college admissions in any format that is convenient for them.
In addition to the basics, technology also facilitates communication in more complex ways. For example, along with traditional open houses and personalized tours, High Point University offers virtual tours of your campus. HPU presents it in an interactive online format that includes visual and audio elements. The tour offers an immersive and detailed experience for anyone who wants to attend the school.
It’s worth noting that even if a person visits HPU in person, they can use technology to their advantage. The school also has a simple and easy way to schedule site visits directly from their website. Regardless of whether the activity is face-to-face or online, it’s a great example of how universities can use technology to improve their communication with potential customers at all levels.
4. Honest reviews are available
Another area where technology is making a difference is in the area of reviews. The internet has made it possible for anyone and everyone to have their voice heard. This has led to the creation of a powerful and decentralized review framework. Everything from employers to dog treats has comments right now, including colleges.
There are many sites online that allow students to share their experiences of their schools. Scholarship System has compiled a great list of eight of the best websites find authentic college reviews.
As with all reviews, it’s important to take each individual review with a grain of salt (for example, if someone had a bad experience, expect a review with a strong negative bias at all times).
Still, the ability to effortlessly see what others think about a potential school is a powerful tool in the hands of prospective students. It’s also a great way for college admissions to improve their online presence and cultivate a positive brand image.
5. Paperless processes are streamlining admissions
Once a prospect has discovered a school online, conducted research through reviews and on-site content, taken a virtual tour, and contacted admissions to apply and be accepted, it’s time for the documentation Except, thanks to modern technology, in many cases, the “paper” part of the paperwork has been removed from the equation.
Tools like SIGNiX offer paperless admission solutions for educational institutions. Colleges and universities can use digital signatures to speed up the process. This reduces the hassle for everyone involved. Admissions staff can devote their time to other tasks. Students can also focus on preparing for their next educational adventures.
Tech is rewriting the college admissions process
As with any other area of life, technology is completely changing the game when it comes to searching for colleges.
SEO and SEM are making it easier than ever for potential customers around the world to discover colleges they can attend. Online content generated by both colleges and students provides a treasure trove of resources and reviews for potential customers to use as they learn about a school. Technology-based communication makes everything from asking questions to university tours more accessible. Paperless admission takes the headache out of college admissions.
No matter how you look at it, there’s no doubt that technology is rewriting the script for the better when it comes to colleges finding and engaging with prospective students.
Image credit: Andrea Piacquadio; Pexels. Thanks!
Brad Anderson
Editor-in-Chief of ReadWrite
Brad is the editor who oversees the content contributed to ReadWrite.com. He previously worked as an editor at PayPal and Crunchbase. You can reach him at Brad at readwrite.com.
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