Top Graduate School Myths in 2024

Higher education, including graduate schools, sometimes gets a bad rap. All too often, prospective students assume graduate school isn’t for them because of some persistent myths and skepticism about higher education. However, higher education institutions can dispel these graduate school myths by communicating their value to prospects clearly and effectively.

Here are three common myths that grad schools should address with their marketing content to put prospects’ minds at ease.

1. Grad schools aren’t worth the investment

One of the biggest misconceptions about grad schools (and higher education in general) nowadays is that it isn’t worth the investment.

On the contrary, obtaining a Master’s Degree translates into $3.2 million in lifetime earnings compared to $2.8 million in lifetime earnings for a Bachelor’s Degree holder. MBA graduates from the top 50 business schools in the United States, more specifically, will see a staggering $5.7 million in lifetime earnings.

Clearly, obtaining a graduate-level degree is worth the investment. To counter the myth that grad schools aren’t worth students’ time and money, higher education institutions should focus their marketing messaging and content around the value that an advanced degree brings to help prospects see that their hard work and financial investment in grad school is worth it.

2. Grad school is unaffordable

While it’s true that graduate school isn’t cheap, many financial aid resources exist to help students pay for the cost.

Loans, grants, scholarships, and academic fellowships are readily available to help students lower their tuition and overall grad school costs. In some cases, grad programs at certain institutions are fully funded, meaning that students graduate essentially debt-free. Plus, it’s important to remember that graduate degree recipients enjoy higher lifetime earnings compared to those without them, meaning that even though their initial upfront investment may be higher, the long-term financial payoff is worth it.

For graduate schools like yours, it’s important to communicate these financial resources in your marketing materials as a way to entice prospective students and convey that, even though the upfront costs may seem intimidating, financial help is available in many forms.

3. A full-time job makes it impossible to attend graduate school

Finally, another graduate school myth worth dispelling is that having a full-time job makes it virtually impossible to attend school at the same time.

This myth lies in the common misconception that graduate school is the same as college when it comes to time investment. However, the truth is that the vast majority of graduate schools tailor their programs with working professionals already in mind. That means that classes are more sporadic, often meeting just once or twice a week, and typically in the evening hours or on weekends to accommodate working professionals. In addition, many grad schools have increasingly adopted hybrid and remote options in the wake of the COVID-19 pandemic, offering even more flexibility for grad school students.

To boost enrollment, it’s important for grad schools to bust this myth in particular. Marketing content in the form of blog posts, landing pages, social media posts, email communications, infographics, videos, and more are all ways to convey the flexibility and student-friendly options that current grad school programs offer.

Convey value to prospects to debunk graduate school myths

While it’s no secret that higher education, including grad schools, has faced strong headwinds due to factors like rising costs and alternative career options for prospects, their future is still bright. By working to dispel these common graduate school myths, schools can position their marketing campaigns for success and stand a better chance of converting prospects into students.

Looking to boost your conversions and optimize your marketing efforts? Contact GPRS today to find out how we can help.

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How to Grow Enrollment in Your Specialized MBA Program

Specialized MBA programs remain a popular option for graduate school students, but growing enrollment can be difficult. It’s no secret that competition for prospects is fierce and finding the right recruits can be tricky, so higher education institutions need to implement the right strategies and best practices to grow enrollment in your specialized MBA program.

Here, we’ll take a closer look at some of them to help you boost your enrollment. With these strategies, your institution can leverage tried-and-true ways to help attract and retain the right graduate school prospects for years to come.

Take a digital-first approach to marketing

When it comes to marketing, it’s important to stay ahead of the curve.

Many higher education institutions still don’t utilize digital marketing and advertising to their full potential. Make sure that your institution fully embraces digital marketing, including various social media channels to attract and engage with prospects, personalized email communications, a frequently-updated blog, and paid search and social ads targeted specifically to your audience.

Emphasize all of your flexible learning options that are available

These days, specialized MBA prospects value flexibility and choice. The impact of the COVID-19 pandemic made online and hybrid learning the norm in many ways for students nowadays. Embrace this change by highlighting any flexible and remote learning options your program offers in your marketing content, as it can pay dividends over the long-term.

Create detailed personas

Data-driven, detailed personas can play a key role in your marketing efforts too.

As specialized MBA prospects differ from traditional graduate students in a number of ways, understanding their specific demographics, pain points, and goals is crucial. To that end, creating personas can help you craft the right marketing materials for your audience. This can be done by carefully analyzing your current student database and conducting surveys and focus groups to obtain the data you need before creating in-depth personas tailored to your specialized MBA audience for your marketing campaigns.

Stress the value of a specialized MBA

It’s also a good idea to emphasize the value of a specialized MBA from your institution.

Stress that a specialized MBA is worth a prospect’s time and money as an investment in their future. This can be done by leveraging data available on statistics like lifetime earnings, job prospects after graduation, career satisfaction, and the like in your marketing content.

Data-driven infographics and short-form videos work especially well in this regard since they convey large amounts of data in a visual and engaging way, though longer, more in-depth content like blog posts can also work. Whatever marketing channel you choose, be sure to demonstrate the value of your program to prospects clearly, concisely, and effectively for maximum impact.

Humanize your marketing with student testimonials and alumni success stories

Finally, humanizing your marketing with testimonials and success stories can help create better engagement and personalization with your prospects, boosting conversions.

This is a great way to tell a story and communicate the value of your specialized MBA programs in a unique way that helps connect prospects with their peers in your programs. Blog posts are a good marketing channel for these, but the most effective way is generally through video marketing. Videos can easily be distributed via social media, email newsletters, your website, and even paid ads, greatly amplifying their reach to your target audience.

Grow enrollment in your Specialized MBA today for success tomorrow

Specialized MBA programs face tough competition for students, but with these tested strategies, you can successfully grow enrollment. When implemented, they can help supercharge your marketing funnel and bring in a steady stream of prospects over the long run.

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What Do Grad Students Want in 2024?

As 2024 dawns, higher education institutions all across the country are hard at work preparing for the next wave of graduate school students with marketing and recruitment efforts. But what do grad students really want in 2024?

In order to recruit and retain the next class of students in 2024 and beyond, it’s important to have a strong grasp of their pain points, needs, concerns, values, and goals to successfully produce the marketing materials needed to connect with them. Here, we’ll take a more detailed look at what prospective graduate school students really want so you can better craft content and messaging that connects with them.

Flexible courses

The COVID-19 pandemic made virtual and hybrid learning commonplace for students. Even though the pandemic has receded and virtual learning largely with it, today’s graduate school prospects still value flexibility. To that end, make sure that your programs offer online and hybrid class options and that this is effectively communicated via your marketing to show you know what grad students want in 2024.

A commitment to inclusion

Prospective students today value diversity, equity, and inclusion (DEI) more than ever. To attract them in 2024 and beyond, recommit to DEI initiatives at your institution, build diversity into your marketing efforts, and make sure that your prospects know about them through social media, email, blogging, and other marketing channels.

An eye on the future economy

Today’s students are tomorrow’s leaders.

That means your institution needs to stay ahead of the curve when it comes to offering courses and classes relevant to the emerging economy. Make sure that you’re incorporating new trends like AI, robotics, biotechnology, nanotechnology, digital media, green energy, and the like into your curriculum, and communicate this to your prospects in your marketing materials.

Mental health support

Prospective students take mental health seriously. Don’t discount this – invest in mental health professionals at your institution and ensure that your students know that you value mental health as well.

Career readiness

Finally, emphasize career readiness at your institution too, not just gaining an advanced degree in and of itself.

All too often, graduate school students feel unprepared for the job market after graduating. However, your institution can make a difference for them through networking opportunities, job interview advice, internships, hands-on training, and other activities to maximize their employability after graduating.

Know what grad students want in 2024 to attract and retain students

The nature of prospective graduate school students is changing – will your institution change along with it?

By having a stronger grasp of how to connect with prospective students, you can tailor your content, marketing channels, and messaging to them more effectively. In turn, this can lead to improved recruitment and retention in 2024 and beyond despite a more challenging and complex educational landscape.

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Paid Search Best Practices and Strategies for Grad Schools

Paid search ads (also known as pay-per-click, or PPC ads) can be a powerful marketing tool for graduate schools for many reasons. How so? Paid search best practices and strategies for grad schools allow for specific demographic targeting based on specific criteria, can be turned on to generate leads almost instantly, and offer a lot of flexibility when it comes to crafting your messaging and marketing goals, such as boosting brand awareness, generating demand, or bringing in more qualified leads.

All of that being said, it’s important to have a strong grasp of how paid search marketing works in order to use it the most effectively. Below, we’ll examine a few strategies and best practices in detail so you know how to effectively leverage it. Let’s take a look.

Research and understand your audience very carefully

Before actually launching any paid search campaigns, always conduct thorough research of your target audience and understand their goals, demographics, and pain points.

This may seem obvious, but all too often paid search campaigns are launched by schools, businesses, and organizations without a clear understanding of who exactly they’re targeting. As a result, many of them waste their time and money on ineffective campaigns. To avoid this, have a strong grasp of who you want to target and for what reasons before budgeting for any paid search campaigns.

Conduct thorough keyword research

Conducting extensive keyword research is also crucial.

Focus on high-volume, relevant keywords with user intent in mind. For example, focusing on a general keyword like “MBA” is too vague and will likely result in squandering your budget, but targeting keywords like “best schools for an EMBA” are much more likely to connect you to the right target audience that’s seeking the programs you’re offering.

By targeting these longtail keywords based on user intent, your campaign will more effectively target the right audience and more effectively funnel leads directly into your specific programs.

A/B test consistently and for many variables

A/B testing is a great way to determine what’s working most effectively in your campaigns and help you optimize them by leveraging this information.

When A/B testing, focus on variables like ad copy, keywords, landing pages, calls-to-action (CTAs), and visuals in both the ad if applicable and landing page. The more information you can glean from A/B testing, the better optimized your campaigns will be, leading to higher conversions without wasting precious dollars.

Determine your goals and KPIs

Setting up specific goals and KPIs early on is critical too.

Without a clear goal and KPIs to track in mind, your campaign will be aimless and end up wasting a lot of time and money. Instead, map out what your specific goals are and the metrics needed to track them before launching a campaign. For example, you may want to set a goal of increasing leads 25% before the start of the next semester. Whatever your goals and KPIs are, be sure that everyone on your team is aware of them and is working towards them with the correct metrics and timelines in mind.

Avoid contact forms that are too long and complex

Finally, avoid contact forms that are too long and complex for your ad landing pages.

While paid ads are great for generating leads and increasing conversions, your efforts may go to waste if your landing page contact forms are too long, overly complex, and invasive in terms of privacy. Instead, keep your contact forms simple, concise, and avoid asking for too much personal information, as many people may be reluctant to give that out early on.

Leverage paid search best practices and strategies for success

By keeping these paid search best practices and strategies for grad schools in mind, you can better optimize your paid search campaigns for your grad school programs. Whatever your goals are, paid search can be a powerful tool when it comes to accomplishing them – if you do it well!

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