Marketing for colleges and universities is changing fast. In this episode, we explore what’s coming in 2025 and how schools can keep up.

Here’s what you’ll learn:
✅ Why video is a must-have for student recruitment
✅ How AI is transforming marketing and student engagement
✅ The importance of data tracking (and how to do it right)
✅ How colleges can fight fake bot leads
✅ The power of industry-linked learning and microcredentials

We break it all down with expert insights, real-life examples, and simple steps schools can take to stay ahead.

📌 TIMESTAMPS

⏰ 00:00 – Intro: Higher Ed Marketing Trends
🎥 00:46 – Why Video Is Key for Student Recruitment
🙌 02:00 – User-Generated Content & Authenticity
⚠️ 04:14 – Challenges in Video Marketing
🤖 05:31 – How AI Is Changing Higher Ed Marketing
📊 06:44 – Using Data to Personalize Student Outreach
🚨 07:50 – The Dark Side of AI: Bots in Marketing
🐍 08:05 – What Are Bots & Why They Hurt Schools?
🛡️ 08:17 – How to Stop Fake Leads & Ad Fraud
📱 09:02 – The TikTok Dilemma: What Schools Should Know
📚 10:25 – What Is Industry-Linked Learning?
🎓 10:55 – How Microcredentials Help Students & Schools
🎯 13:47 – Why the Student Experience Matters Most
💡 14:48 – Final Thoughts & Key Takeaways

🔥 FAQ: Your Top Questions Answered

1️⃣ What is a data layer, and why does it matter?

A data layer helps schools track how students interact with their website. It connects tools like Google Analytics and CRMs to make data more useful. Schools can see which marketing campaigns work best and use that info to get better results.

2️⃣ What is offline conversion tracking?

Not all student applications happen online. Some use systems like the Common App that don’t track marketing data. Offline conversion tracking helps schools connect these actions back to ads, so they know what’s working.

3️⃣ Why is video marketing so important?

Students love video. It’s fast, engaging, and easy to understand. Social media platforms push video content, so using video helps schools get seen.

4️⃣ What kinds of videos work best?

🎬 Hype Videos – Fun, fast-paced clips that excite students
📢 User-Generated Content – Real stories from students & alumni
🎓 Success Stories – Showing real-life student journeys
📱 DIY Videos – Simple, high-quality videos made with a phone

5️⃣ What should schools include in a marketing RFP?

🗓️ A clear timeline
🎯 Specific goals & success metrics
📊 Past marketing results & insights
💰 Budget details
🤝 Preferred working style & expectations

6️⃣ How is AI helping higher education marketing?

AI tools can personalize emails, chat with students, and even predict who might enroll. Smart AI chatbots and automation make marketing faster and more effective. But AI also comes with challenges, like making sure it’s used ethically.

7️⃣ What’s the problem with bot leads?

Bots create fake leads that waste ad money and mess up data. Schools need to use filters, verification tools, and smart tracking to stop them.

8️⃣ What makes a great higher ed website?

🚀 Easy navigation
📱 Mobile-friendly design
🎯 Personalized content
🔗 Clear calls to action

9️⃣ What is industry-linked learning?

It’s when colleges partner with companies to give students real-world skills. Microcredentials and hands-on training help students get better jobs after g

Learn more about the Higher Education Marketing Institute:

• Website: https://highereducationmarketinginstitute.com/
• X: https://x.com/HEMInstitute
• LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/
• YouTube: https://www.youtube.com/@HigherEducationMarketing