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In korte tijd een begrip geworden, en bij veel bedrijven al volledig geintegreerd in de communicatie. Social media moet niet gezien worden als een vluchtig medium dat voor enkele weken ingezet wordt en tot directe resultaten leidt.
Het platform geschikt om  met name jongeren en jong volwassenen te bereiken op informele manier.
LinkedIn is een zakelijk netwerk waar met name de ervaring van bedrijven en mensen verteld wordt.
Synthesio—a social media marketing company—recently compiled a ranking list of celebrity endorsers, measuring the role they play in generating social media attention for their respective brands. Danica Patrick, the American auto racing driver, is among the top of the social media rankings.
Patrick, who has over 900,000 followers on Twitter, often references Go Daddy in her Tweets. Colleges and universities are constantly preparing or launching their next cycle of marketing campaigns aimed at both prospective applicants and donors. Yet across all sizes of colleges and universities, there is one theme that unites all campaigns: branding. Across the range of B2C vertical markets there is no industry for which content is more important than content marketing in higher education. When Advertising Age asked why branding is so important for a university, Northwestern University’s CMO Mary Baglivo replied, “Because the competition for the best and brightest students, faculty for transformational research and donor dollars is more competitive than ever . But creating an effective content marketing in higher education campaign is easier said than done.
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A college mails an informational brochure to a segment of prospective students based on a specific range of SAT scores. As she reads, she finds a personalized URL (pURL) containing her name and promising her more custom content if she visits the page. Simon Merryweather has worked in a variety of marketing and market research capacities for Boingnet.
Boingnet is a lightweight marketing automation platform that helps agencies and small businesses get new leads, nurture them and turn them into loyal customers. One of the most common questions business owners struggle with is understanding who their customer is. If you were to bet on the person who walked in the door as most likely to buy, who would they be? Once you know who the target (or core) audience is, you can better target your messages to get them to buy.
Als bedrijf moet u namelijk duidelijk het doel en de boodschap voor ogen hebben, de manier waarop dit vervolgens vertaald wordt naar social media moet ook nog eens de doelgroep bereiken en voor hen aantrekkelijk zijn.
Het is een medium waarmee de klant ook achteraf gemakkelijk en ongedwongen op de hoogte gehouden kan worden van laatste acties en ontwikkelingen.
Facebook biedt de ruimte om voldoende boodschap kwijt te kunnen, relevant voor de doelgroep op het Facebook-account.
Bedrijven kunnen via een LinkedIn account vaak een direct netwerk opbouwen van geinteresseerden dan wel mensen waarmee met heeft gewerkt of die een aankoop hebben gedaan.
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Each school will go about its campaigns in slightly different ways, as each hopes to highlight some standout or differentiating facet of its programs. It is an incredibly competitive market for attracting targeted students and donors, a carefully tailored brand name goes a long way. When segmenting prospective applicants and donors, universities have to deal with huge amounts of data ranging from SAT scores to donor histories.


By addressing each potential donor or applicant individually without pressing a sales pitch on him or her, a university establishes a relationship of trust and friendliness in, ostensibly, the interest of the potential customer’s education.
On the cover, each student’s name is printed as part of a friendly greeting, followed by some tagline specific to her home state or region. Upon visiting the page, the student finds a prefilled form for her, asking for one more piece of information (for example intended area of study) before she can access the next round of custom content.If she does fill out the form, an automatic thank you email will be sent to her, further building the personal and friendly atmosphere within which she is viewing content. A passionate student and content creator with particular interests in data driven and content marketing principals, he can also be found on ski slopes of New England or fly fishing in the waters of the South Shore of Massachusetts.
Said another way, it’s the customer who is most likely to buy from you and continue to use your products or services. Male, female, age, income, with children, no children, education, live locally, own home, rent, employed, retired, etc. They will also use targeted advertising on Google, Facebook or through other opportunities.
Audiences without children may not be as enamored with photos of children as those with children. Er bestaat echter nog veel onduidelijkheid over hoe er om te gaan, waarom dit zinvol is en hoe het gebruikt moet worden vanuit zakelijk oogpunt.
Zoals in het echte leven laat zich die relatie niet afdwingen op korte termijn en moet daar in geinvesteerd worden.
Acties uitschrijven of extra aandacht voor uw merk door gratis give aways of producten weg te geven, dit is via Facebook gemakkelijk te realiseren.
Twitter wordt veelal zakelijk gebruikt, snelle aanbiedingen, laatste weetjes kunnen hierop vermeld worden en leidt tot een continue stroom aan nieuwsberichten. And of course, as in any industry, colleges and universities span a vast spectrum of size, budget, and technological capabilities. Schools want their names to be immediately associated with concepts that will drive both enrollment and donations from their target demographics.
In short, content marketing is a company’s distribution of informative and helpful material that a given consumer will find interesting. First pioneered by the B2B market, it has now rapidly made its way to the B2C side, where it is still spreading as different industries find new uses for it.
Every institution is trying to appeal to slightly different segments of both donors and students, so subtleties in branding offer a great way for institutions to distinguish themselves from their peers. Higher education institutions must organize this data and then use it to effectively reach out to a vast and largely uninformed population: they can’t just send everyone a hand written invitation to apply or donate. In fact, a report by DemandMetric showed that 82% of customers feel more positively about a company after receiving content customized to them. The extent of personalization all depends on the strengths of the lists an institution is using. Inside the brochure (which she decides to open after seeing her name and home state on the cover) is informative and interesting information about the school. And whether or not she fills out the form, her visit to the page will be recorded, giving the college’s marketing team a lead for follow-up drip campaigns.
We can coordinate content marketing campaigns across direct mail, email, social media, and mobile, and then give it an extra personal touch with pURLs, custom landing pages and microsites, and easy to use variable logic.
If your business is more broad, but still mostly attracts people from a certain geographic area, you could use local publications in print or online, or radio or television opportunities to reach your target audience. Focus groups to review advertisements are always a great idea – even if you just show them to a few honest people.
Nadat de relatie is opgebouwd wordt het mogelijk hier ook profijt uit te halen en waardevolle informatie te verkrijgen van je relaties en daarbij ook te delen. Dit levert een zeer waardevolle relatie op waarbij uw informatie ook direct aankomt bij de doelgroep. The colleges and universities with the largest endowments have the ability to spend the most on marketing, and use complicated and expensive products overflowing with channels and analytical features.


High academic standards, sports success, outstanding programs, and proof that degrees from their universities lead to brighter futures are popular selling points, but each institution will tailor its message slightly differently in order to better appeal to its chosen demographic segment. There is no sales pitch in a content marketing campaign; rather, it is designed to inform the consumer about a topic related to the company’s product in a friendly and helpful way.
Consumers have been very receptive to it, with 70% of consumers claiming to feel closer to a company after viewing content, according to a DemandMetric survey.
All of a sudden you have a much larger world to communicate to and [it’s necessary] to make your brand clear in a much broader universe.” Whatever the institution’s goal, whether it be attracting chemistry geniuses or funding a new football stadium, content marketing is just the tool to accomplish it. It also proves itself valuable for expanding a university’s brand visibility, as 70% of consumers prefer to learn about a company through personalized content rather than a generic advertisement, according to the Custom Content Council. These subsequent campaigns may be as specific as the marketer would like, potentially working off of the new information that the student filled out on her pURL.
With the data we collect from content opens, click-throughs, and landing page forms, we lay the foundations of drip campaigns to continue the conversation with the desired segments of the initial campaign. Social media leent zich er bij uitstek voor om een band op te bouwen met de directe doelgroep. On the other end, the marketing departments of the small to mid-sized institutions do not have the same human and financial resources at their disposal, often limiting their efforts to just one or two channels. This form of marketing requires no distinct sales pitch; it’s all about building the institution’s brand visibility and credibility. It is intended to build a sense of trust and amicability between consumer and supplier outside of the realm of sales. In fact, the same survey reported that 86% of B2C marketers are using some form of content marketing, and that number is growing. Just like Northwestern, every school has a target segment of donors and applicants, and proper branding helps to ensure the institution’s marketing success. Sending overly sales-based, explicitly enrollment-oriented, or purely funds-oriented campaigns portrays a university as lifeless numbers-focused business, not the brand that they have worked hard to cultivate. Thus, adding the personal component vastly increases readership of content and proves to be the most effective and inexpensive means of brand management and dissemination. In this way, the college is able to share and develop its chosen branding strategy in a friendly, informational way. Whether the university is reaching out to alumni networks or working to attract applicants, Boingnet’s software has it covered with our easy to use, straightforward user interface and surprisingly low prices. Uw doelgroep vindt uw bedrijf namelijk en heeft daarmee serieuze interesse in uw dienst of product. A good content-based campaign will both reinforce the brand’s desired image and increase its broader visibility. Content regarding the institution’s programs, campus news, or school statistics is the answer, but how can a university convince an uninformed prospect to open and read through content? We want to help spread and develop a university’s brand to increase enrollment and donations, while at the same time solidifying that chosen brand’s position within the minds of its targeted students and donors. Wij kunnen u adviseren in het gebruik en de toepassingen en hoe dit geintegreerd kan worden in uw communicatiestrategie. Content marketing allows an institution to spread relevant information about itself without actually forcing a sales pitch on a prospective applicant or donor. It could easily be replicated with different content if, for example, the college wanted to target prospective donors rather than prospective applicants. The prospective applicant or donor will internalize the information and thus allow it to alter his or her perception of the brand, which quickly and inexpensively accomplishes the institution’s short-term branding and marketing goals.




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