The marketing of scientific training has some special features that distinguish it from the marketing of other products or services. In this article, we explain what is important, what works particularly well and what effect the right technology can have.
The following elements are important aspects of education marketing:
How this works in detail is explained below.
In many cases, higher education is aimed at specialised target groups or people who want to deepen their knowledge in a particular area. In the legal sector, for example, they are aimed at specialists in specific areas of law. Conferences are for experts. The marketing strategies – just like the content offered – must therefore be precisely tailored to the needs, interests and professional goals of the specific target groups.
Case study on education marketing: The Institute for Swiss and International Tax Law (ISIS) has been one of our clients for years. Here you will find descriptions of the re-branding of ISIS and strategic event marketing.
Experts have high standards. They focus on the quality and relevancy of the scientific content.
Beyond that, everything should be just right (especially for legal events): a pleasant location, functioning technology, sufficient networking and delicious food. Today, physical events have to offer a lot to inspire participants.
In addition, we all have little capacity for lukewarm seminars and lengthy conferences. If the sole aim is to obtain further training points for specialist titles, this can now be done online – without travel costs and loss of time.
Participants want to experience something and go home with a good feeling – even after specialist conferences.
Marketing materials and the entire appearance of the events must emphasize the high value of the specific continuing education.
In particular, the credibility of the institution offering the course and the reputation of the lecturers play a decisive role. Successes, certifications and the expertise of the lecturers are important marketing points and must be emphasized.
Continuing education institutions give their customers access to their most important tool: knowledge.
In the legal professions in particular, success is built on knowledge. Lawyers cannot survive in the market without constant further training. They need new input, because only up-to-date knowledge is relevant. And relevant knowledge is what they sell to their clients.
This is where educational institutions make an incredibly valuable contribution. They structure learning programs, coordinate administrative tasks and provide qualified teaching staff. But they are also challenged:
Today, customer-friendly offers in continuing education must be customized and flexible. The range and possibilities have become more diverse. The customers determine what the offers should look like.
Customers expect to be able to choose the form of participation and sometimes want to change at short notice.
We know: Online learning has become more important. At the same time, physical presence remains in demand for networking and professional exchange. Physical education events also remains a welcome counterbalance to screen time – especially for a target audience with office jobs.
All of this places demands on the institutions, some of which have to operate on two tracks. This results in higher costs. The implementation of continuing education requires good personnel organization and support from suitable tools for the administration and implementation of continuing education.
The decisive factor for long-term success is the willingness to continuously improve the offer. This requires continuing education institutions to keep learning from the behaviour of their customers. They know the needs of the market and improve their offerings in line with this demand:
Act, analyze, learn, improve – repeat!
On the one hand, this is done via the classic feedback loops for conferences, seminars, webinars, training courses, etc. These provide an immediate picture of the quality of the content, location and other elements.
On the other hand, much more can be analyzed today with professional tools. The behavior of participants before and after the event can be better evaluated through interactions with technical platforms. In the case of online participation, additional data is available to help understand user behavior and optimize products.
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Specialized channels are often used to market continuing education: Trade journals, scientific networks and conferences are important means of effectively reaching the right target group.
Of course, digital marketing is part of the standard repertoire in education marketing. Email marketing, social media, SEO, content marketing etc. can be scaled well and enable improved analyses.
It remains important to actively work on optimization in this area as well and to keep the content high quality, varied and exciting.
The following sales arguments are particularly important for education marketing:
Note: These are just a few general arguments. The key messages for education marketing should be developed and individualised in a tailor-made manner.
We are experts in marketing and work with educational institutions. In the legal sector, we know the particularities of the market and the needs of specific stakeholders. We also apply this understanding to education marketing beyond the legal sector. We develop customized marketing strategies and also provide ongoing support to educational institutions in the implementation of marketing and communication (e-mail marketing, social media, etc.).
Are you interested? Contact us at any time without obligation: hello@headstarterz.com.
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