How can you stand out?
In the bustling world of marketing, there is a common dilemma faced by many businesses – the challenge of creating captivating campaigns that truly resonate with their audience.
We often see rushed and substandard creative content leading to lacklustre results, leaving marketers scratching their heads in frustration. Investing solely in advertising spend is not always enough. Without a solid foundation of engaging and compelling content, even the most extensive budget can fall short of its potential.
Capturing attention in a competitive market
Grabbing your target audience's attention is essential. Students face a constant stream of ads and content every day. To stand out, make it personal. Students prefer emails that feel like they're just for them. Talk about their interests. Using their name or subjects they love can bump up email open rates by 4%. Pre-Headers can also boost open rates by 7%.
Crafting materials that intrigue and resonate with students increases the chances of your message being noticed and remembered. Consider investing in quality photography, videography, and creative before launching your campaign to ensure you have all the necessary tools. Link to our webinar that talks about this (Hannah Buchannan).
Speak directly to your audience
The transition from starting university to living away from home is distinct for each group: those who are just about to begin, those who are experienced in their second or third year, and those who are seasoned veterans. Furthermore, their needs evolve over time. Tailor your message to their unique experiences. In Year 1, it's about connecting with like-minded individuals, whereas in Year 2, the focus shifts to fostering independence with your close-knit group of friends.
It's crucial that your creative approach and copy address these nuances. Remember, a 'one size fits all' approach simply won't cut it. Link to the student panel Q&A webinar – get to know the different types of students.
Optimising copy in paid socials
Copy should be concise, persuasive, and tailored to the student audience. Including offers or incentives can be an effective strategy to entice students to take action. By investing time and effort into crafting compelling subject lines and copy, you can significantly improve open rates, click-through rates, and overall campaign performance. Link to our best practice and specs?
Consider the end-to-end journey
Where do you want the students to end up after they click a CTA? Neglecting this can cause confusion for the customer, not to mention potential wasted advertising spend. They might land on a page that doesn’t look or feel like the advert or email they just left, causing mistrust and frustration.
Consider the end-to-end journey, and how you are conveying your brand – not just the actual advert. CTR isn’t enough – if you aren’t getting sales, take a look at what happens after they click.