ESM Digital's Higher Ed Marketing Blog

This Is Why Your University Needs a Marketing Agency

In addition to my role as Content Manager at ESM Digital, I’ve been working part-time at a small New England college for more than a decade. I know the lay of the land in higher education better than most. But when a professor in the college’s Communication Department asked me to speak as a guest lecturer, I discovered something else I knew, but took for granted: I know a whole lot about digital marketing that even those who teach it do not.

At the end of the class, he offered a quiet aside: You should teach this course.

The course was about social media marketing. I’d presented some basics that I thought junior and senior Com majors would need to know to explore the field. The thing is, what’s basic to someone who works in the field day-in and day-out, is not-so-basic to a professor who plans his curriculum a year in advance. Digital marketing doesn’t change year-to-year; it changes day-to-day.

The number one reason you need a marketing agency today is because it’s hard to keep up. You can’t have an effective marketing strategy unless it’s at least partly digital. The students you’re trying to attract are online so you need to be too. But digital marketing is ever-evolving. And you have enough on your already full plate without adding the full time job of digital marketer for your institution.

An agency keeps up.

We live and breathe digital marketing. We know when Google is getting ready to adjust its algorithm yet again, or how Facebook’s merge of Ads Manager and Power Editor will affect your school’s ads on the platform. We know why search engine optimization isn’t an option if you want future students to find your university, and whether or not to embrace the next best thing in digital, or wait it out until the evidence supports it.

We’re always learning.

It’s not just that we work on the platforms and examine the metrics every day. We also pay attention to industry trends in marketing and higher education. And we attend relevant conferences in both higher education and marketing.

This week ESM Digital will continue to learn. Keith will head to UPCEA in New Brunswick, NJ and Lindsay and I will be in Boston at the annual B2B Marketing Forum sponsored by MarketingProfs. We can’t wait to share what we learn, but if you’re attending either conference, let us know. We’d love to connect with you.

~Linda Emma