ESM Digital's Higher Ed Marketing Blog

The Visual Shift: How to Use Video in Your Digital Marketing

Online video is exploding – especially on social media. Thousands of messages can be represented by a single image or video online, providing your school with a greater opportunity for brand exposure to prospects and future students.

Even if your school pushes out top-of-the-funnel content to boost brand awareness, you need other measurable ways to connect the brand boost to quality leads. Here’s how:

Create original content. Produce original content to promote it on your website and social channels to boost your search engine ranking. Even Google agrees! Rich information + relevant keywords = higher search rankings.

Showcase student stories. Tap into the emotions of your prospects and allow them a more intimate view into the daily lives of real students. Film short spots of students discussing what they love about attending your school.

Advertise. Online video ads increase buy-in to a brand by 97 percent, and brand association by 139 percent. Incorporate a clear call to action to enhance click through rate.

Showcase user-generated content. User-generated content is a powerful way to garner original content and showcase what life as a student might be like at your school to a potential prospect.

Live streaming. Give prospects a look into what daily life at your school might be like by live-streaming major events such as Commencement onto your website.

Show, don’t tell. People don’t click on your videos to be told what you offer – they want to see it! Push out a video that provides a tour of your campus or introduces your staff. Be authentic, original, and fun!

Share across social. Leverage your video across multiple channels. If it’s living on your website or landing page, embed a link to the video when posting on social media with a clear call to action.

Online video users are expected to double to 1.5 billion in 2016. Engage in a more visually-driven dialogue with prospects and future students to attract organic search traffic and drive more social shares. Find out how by contacting Effective Student Marketing today.