What strategies does your educational institution adopt to personalize the experience of its potential students? There are different ways to invest in personalization and, therefore, it is common to have doubts about this.
In this post, we will show you 3 ways to follow so that your Educational Institution offers a more interesting and powerful experience from the first contact, increasing your chances of attracting new students.
Follow along!
Why personalize your students’ experience
Before presenting these paths, it is important to clarify why personalizing the experience is a frequent bet in a market that becomes more competitive every day.
The wide range of courses available means that the quality and reputation of the Educational Institution no longer guarantee its success. The difference that acts as a competitive advantage and enhances other characteristics of the institution is the experience offered to the student from the first contact. Something that certainly cannot be done in a generic way and, therefore, such a focus on the idea of personalization!
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Once we understand the importance and reason for investing in personalization, we move on to ways of developing and applying this strategy:
#1. Think from your audience's perspective
When considering potential students, a common thought is to offer them a course that interests them, preferably at the exact moment they realize the need to continue their education and begin their search for the ideal institution.
This process encompasses steps of consumer journey which is also valid for the educational market which indicates that, before receiving offers, the student searches for information that supports their decision.
By thinking from the public's perspective, an institution can understand how it can be useful to them, whether in discovering courses of interest or knowledge of the market in which it intends to operate, for example.
From this, it becomes easier to produce and present content that adds value and, also, using an appropriate approach for the audience made up of potential students. And, also, respond to your needs and offer increasingly personalized experiences as the contact evolves.
With advances in educational technology, personalization has gained new capabilities. One example of this is the use of artificial intelligence in education, which allows real-time data analysis to adapt content to each student's reality, creating unique and more effective learning journeys. Institutions that integrate these solutions stand out for offering experiences that are increasingly closer to students' expectations and needs.
#2. Be part of the universe of your potential students
Knowing the universe of potential students is an interesting way to personalize the experience offered. This way, it is possible to identify behaviors, trends and themes that can be included in contact strategies, making these moments more positive.
A data collection, analysis and monitoring of factors that range from the market to relevant subjects and that engage its audience allows the Educational Institution to understand how to connect in a more appropriate and personalized way, whether when addressing a group of people or when serving each individual student.
To better understand this idea, keep in mind that it is from this that viral stories emerge that become success stories in customer service. Surely, you've heard of a company that knew how to use the series or another current event to make the conversation with its consumer more fun and attentive (as well as, of course, productive).
An increasingly common way to do this is to use adaptive learning platforms, which automatically adjust content based on student performance and interactions. These platforms identify challenges and preferences, enabling more effective and engaging teaching — especially useful in online and hybrid courses.
Caption: Students in a classroom with notebooks watching class, representing a personalized learning environment.
#3. Bet on individualized contact
So far, we have presented tips that show that personalizing an experience is not only possible when you already have direct contact and knowledge about each of the institution's potential students. However, there is no doubt that individualized contact makes all the difference.
In addition to investing in name treatment, your institution must rely on strategic data collection and monitoring of each student's journey and behavior.
This way, more than using the appropriate language in any contact, the institution will be able to direct its messages according to the interests and needs of each student to personalize their experience.
When personalizing the experience, it is also essential to consider ethics and privacy in the use of data. Respecting the CCPA (California) and good transparency practices builds trust and strengthens the relationship with students. It is important to ensure that the data collected has clear consent and is used responsibly.
Furthermore, personalization can be enhanced by using active learning methodologies, such as project-based learning and flipped classrooms. These approaches place the student as the protagonist of the process, promoting greater engagement, autonomy and knowledge retention — pillars of a personalized and successful educational journey.
Did you like the post? Check out other tips for improving student recruitment at your institution!
All about personalizing your students' experience
How to personalize the experience of potential students?
Personalizing the experience starts with a deep understanding of the target audience. This includes mapping the student's journey, offering informative content at different stages of the decision, and adopting technologies such as artificial intelligence and adaptive platforms to make contact more relevant. Personalization is not just about using the person's name: it is about speaking to them in the right way, at the right time.
Why is personalization important to attract students?
In an increasingly competitive educational market, the experience offered from the first contact can be an institution's main differentiator. Personalization makes the relationship more meaningful, increases engagement, and directly contributes to converting leads into enrolled students.
How to think from the student's perspective when communicating with an educational institution?
Putting yourself in the student's shoes means understanding their interests, doubts, and behaviors. Offering relevant content about courses, the job market, and professional training — in channels and formats that they consume — is essential. Personalization happens when the institution understands what the student wants to know, and not just what it wants to sell.
How can the Educational Institution enter the student universe?
The institution can connect with the student universe by monitoring cultural, social and behavioral trends. This includes everything from the language used on social media to the use of popular themes (such as series and memes) in campaigns. With data and sensitivity, it is possible to create experiences that generate real identification and engagement.
What is the role of individualized contact in attracting students?
Individualized contact is an advanced but fundamental step. Based on data and previous interactions, the Educational Institution can send personalized messages, course recommendations, reminders and invitations, increasing the perception of value. When the student feels that the institution knows them and cares, the chances of conversion increase.
How to ensure ethical and responsible personalization?
Personalization must always respect data privacy. It is essential to follow the CCPA (California), obtaining clear consent for the use of information and ensuring transparency in actions. Using data ethically strengthens student trust and builds lasting relationships.
What methodologies can enhance personalized learning?
Active methodologies such as flipped classroom and project-based learning put the student at the center of attention. This promotes greater engagement, autonomy, and knowledge retention, all of which are essential elements for a truly personalized educational journey.
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