Who is Competing With Pearson For Online Marketing to Private Universities?

In a world of constant change, marketers need tools to make their job easier. This is especially important for those working in a tech-centric industry like education. The ability to track customer behaviour and make quick mental connections is highly beneficial, especially considering the digital nomad life many entrepreneurs lead. In an increasingly digital world, consumers are switching to online platforms to find, evaluate and purchase products.

The education market is also evolving due to increased competition and varying delivery methods. For example, some universities offer face-to-face teaching, while others use online platforms and virtual learning environments. Furthermore, students are often required to take multiple semesters or years to complete a degree, making retention even more important.

Given the above, it is clear that marketers need to find new ways to make student engagement and, ultimately, marketing success, as they navigate these shifting sands. Marketing to Private Universities (MTPU) is one area that has been identified as having the potential to grow.

However, in order to maximise this growth, we need to revisit how we approach marketing in general and specifically to private universities. Below, we will discuss how Pearson, the market leader in educational measurement and analytics, is competing for online marketing to private universities.

Who is Pearson?

If you’re reading this, you’re probably familiar with the name Pearson. They are the creators of the standardized tests like SATs, GREs, and the TOFEL. They also offer certification programs, like the CISCO certification, that allow you to specialise in network security or IT management. Finally, they’ve got themselves an accredited MBA program that is ranked 8th in the world. So, if you’re looking for a job in business, education, or management, Pearson could have a role for you.

In terms of online marketing to private universities, Pearson is a big player. In 2019, they spent over US$30 million on digital marketing and acquired a large number of businesses along the way, including Eloquent, a digital marketing agency that helps clients build credibility and gain trust by establishing meaningful, long-term relationships with their audience. Therefore, they’ve got the money and the people to take on the challenge of online marketing to private universities. But who is competing with Pearson for this lucrative market?

What is the state of the industry?

The above provides a solid overview of the role of the marketer in the education industry. But what is the state of this industry?

The rise of digital nomads and freelancers, coupled with increased access to the internet has led to a massive rise in the number of people working remotely. According to a report by VaynerMedia, 84% of millennials feel that distance learning is a valuable tool in expanding their knowledge base. Not only that, but 71% of these students reported that they would be willing to relocate in order to take a class. This could prove to be highly lucrative for marketers looking to penetrate the education market.

But, for those looking to enter this field, be prepared to fight for a spot in a highly competitive market. Only 14% of those in the education industry reported that they were satisfied with the amount of effort that was required to make it to the top of the pile. In case you’re wondering, the industry average for employee engagement is 37%. Not good.

How is Pearson competing for online marketing to private universities?

So how is Pearson competing for online marketing to private universities?

First off, they’ve got the money and the people to throw at the challenge. They’ve also got the standardized testing and the MBA, which provides them with credibility in the eyes of prospective customers. Finally, they’ve got a brand that is already well known, which means that there is already a built-in audience that they can target.

What’s more, is that 82% of millennials use platforms like TikTok to follow brands, companies and influencers. This makes it easier for marketing departments to target this audience and develop messaging that resonates with them. In terms of the education market, these platforms make it easier for marketers to establish credibility before prospective students even start their search.

But beyond all that, Pearson is using a variety of digital marketing tactics to gain a higher placement in search engine results. These tactics include:

1. SEO

Search engine optimization (SEO) is a form of digital marketing that allows businesses to improve their rankings on search engine results pages (SERPs). The higher your ranking, the more likely your customers will click on your listings, and the more likely you’ll make a sale.

Searches for “online marketing to private universities” on Google Search

According to Google, the average person spends over 4 hours a day on their phone, so it is imperative that businesses take advantage of this time and ensure that their content makes an impression.

As the name would suggest, SEO is a form of optimization that focuses on improving the performance of your site in terms of its search rankings. There are three pillars of SEO: on-page SEO, off-page SEO, and link building.

On-page SEO is simply the optimization of your content, which includes everything from your blog posts to your product description.

Off-page SEO is the promotion of your site that does not occur on-page, including things like outreach, social media marketing, and other forms of online marketing. Finally, link building involves creating backlinks, or in other words, links to your site from other websites.

Now that we’ve covered the basics of SEO, let’s take a look at how to implement a successful keyword strategy that could lift your business to the next level.

2. Content marketing

According to HubSpot’s research, consumers have an average of 17 information sources that they consult before making a purchase. Furthermore, 64% of those surveyed said that the information found on websites influenced their purchase decisions. But perhaps more importantly, 48% of those respondents said that the quality of the writing was the key factor that compelled them to return for more information.

This type of content is more frequently seen as an advertising vehicle rather than an end product in and of itself. Essentially, content marketers should be hired for their writing skills and their ability to create engaging, high-quality pieces that engage and persuade prospective customers. Furthermore, content marketers should aim to become skilled in the art of SEO so that they can integrate keywords and other SEO tactics into their content marketing strategy.

3. Paid advertising

Just like any other form of marketing, paid advertising is another pillar of SEO. The main difference is that with paid advertising, you’re paying to have your ads displayed on top of search results. The two main forms of paid advertising are Google Ads and Facebook Ads.

Now, let’s take a quick look at the differences between these two platforms.

Google Ads is an advertisement platform that works on a pay-per-click model. This means that you pay each time someone clicks on your ad. For example, if you run an ad that promotes a flight deal for Las Vegas and someone clicks on that ad and makes a purchase, you’ll be credited with the sale. This can also be applied to digital marketing and SEO in general.

Facebook Ads is, in fact, a type of paid advertising that works on a pay-per-click model as well. However, with Facebook Ads, you have to pay upfront for each click.

The reason for this is that Facebook’s algorithm favors videos, links to websites, and status updates that generate an immediate emotional response. So, if your ad isn’t engaging enough, or isn’t tied to an affiliate program, you could end up paying for your ad even though no one clicked on it. In fact, only 28% of respondents said that they were very satisfied with the amount of effort that was required to make it to the top of the pile.

Given all of this, it is clear that digital nomads and freelancers need a way to make their life easier. And what better way to do this than by becoming a remote marketing agent? With many businesses operating remotely, email marketing and inbound marketing is the way forward. This form of marketing focuses on getting quality leads and turning them into customers, instead of simply selling a product and hoping that someone calls. Essentially, inbound marketing focuses on creating a positive experience for individuals while nurturing potential customer relationships.

Thanks for reading! We hope that this article has helped you understand who is competing for online marketing to private universities and what you need to do to become a successful remote marketer.