Online education in the pre-Covid world was a steadily growing trend in academia. Post-Covid, it’s an unstoppable freight train, and there’s no doubt today about its impact: colleges that sleep on the surging demand for distance learning will pay a steep price in their enrollment numbers.  

Alongside offering a substantive education that prepares students for their careers, the flexibility and freedom it affords for students navigating the complex realities of today’s world makes online education a no-brainer for many. Which is why putting your college’s online degree programs front and center in your marketing campaigns might be your next best move. Mad Genius is here to help. 

Gettin’ It Done With Mississippi State 

In 2018, Mad Genius collaborated with Mississippi State University’s (MSU) Center for Distance Education on a new digital media campaign. The core goal was to promote Mississippi State University Online‘s education options to working adults seeking to complete their degree, pursue additional degrees, or simply advance their education. Needing a fast turnaround time, MSU provided us with existing videos and imagery. We added voiceovers and edited and animated the videos for CTV and in-stream video ads, display ads, YouTube ads, and search ads. Once deployed, these ads effectively raised awareness about MSU Online’s education offerings and generated valuable leads. 

What follows are the key takeaways and tips for marketing online college courses we’ve learned from working with colleges like MSU. 

1. Craft Compelling Visuals and Messaging 

To capture the attention of your target audience, it is essential to create visually appealing and engaging content. Leverage existing videos and imagery to develop eye-catching ads that highlight the benefits of online education. Incorporate captivating voiceovers and animations to enhance the impact of your ads across various platforms.

In this spot, we show student success with an online student walking directly from his home office into his future work site.

2. Utilize a Multichannel Approach 

Reach your target audience wherever they are by utilizing a multichannel marketing strategy. Mad Genius employed a mix of CTV and in-stream video ads, display ads, YouTube ads, and search ads to ensure maximum exposure. By diversifying your ad placements, you can increase brand awareness and reach a much broader audience. 

3. Highlight Accessibility for All

Emphasize the accessibility of your online courses, particularly for working adults and active military personnel. Showcase how online education can fit seamlessly into busy schedules, allowing individuals to pursue their educational goals while balancing work and personal commitments. Make it clear that your programs are designed to accommodate the needs of those with time constraints. 

This spot for the Meteorology program highlights the ability for a student to complete their degree and begin their dream job while working from home.

4. Leverage Program-Specific Keywords 

Based on our campaign experience, we found that targeting specific degree programs through keyword optimization yielded positive results. Identify relevant keywords that align with your course offerings and integrate them into your ad copy and landing page content. This will help you capture the attention of users who are actively searching for those specific programs. 

5. Provide Detailed Program Information

While it’s crucial to pique the interest of your target audience with compelling ads, remember that they may want to learn more before submitting their information. Dedicate a section on your landing page to provide comprehensive details about each program, including curriculum highlights, faculty qualifications, career prospects, and testimonials from current or past students. This approach allows potential students to gather the necessary information before committing to the lead-capturing process. 

6. Offer Personalized Support 

Make it clear that your institution values its students. Highlight the availability of supportive coordinators who can guide them through the enrollment process. Illustrate the personalized assistance and mentorship that students can expect while pursuing their online education. This human touch adds credibility and reassurance to potential students. 

7. Emphasize Affordability and Convenience 

Affordability and convenience are key selling points for online education. Clearly communicate the cost-effectiveness of your programs compared to traditional on-campus options. Highlight the flexibility and convenience of learning from anywhere at any time, allowing students to tailor their education around their existing commitments. 

8. Promote Bachelor’s, Master’s, and Doctoral Degrees

Ensure your marketing materials emphasize that your institution offers a diverse selection of programs at various academic levels. Highlight the availability of bachelor’s, master’s, and doctoral degrees to attract a broader audience. This demonstrates your institution’s commitment to providing a comprehensive educational experience. 

MSU’s online MBA program provides the ability to achieve an advanced degree from anywhere.

Get It Done With Mad Genius

Mad Genius’s partnership with Mississippi State University’s Center for Distance Education allowed us to develop valuable insights into effectively marketing online college courses. By following the tips outlined above, you can create a robust digital marketing strategy that showcases the accessibility, convenience, and quality of your e-learning programs.  

Reach out today to schedule a free consultation with an experienced marketing strategist about recruiting students for your e-learning programs.