In this episode, Guus Goorts, education marketing expert and author of Genuinely Helpful: A Practical Guide to Effective University Websites, joins Paris to share insights on enhancing digital marketing for higher education.
They discuss optimizing university websites, leveraging AI, and creating authentic student experiences that resonate with them. The conversation also dives into using data and analytics to refine enrollment strategies, avoiding common digital outreach pitfalls, and adapting to the challenges of a digital-first world. Paris reflects on the opportunities for higher education to stay competitive, highlighting why Guus’ strategies are essential for institutions looking to thrive.

Key Talk Points
00:00 -Introduction
02:40- The Role of University Websites
04:32- Google’s E-E-A-T Principles in Education Marketing
09:55 -Balancing Social Media and Websites
14:59- Common Website Mistakes in Higher Education
25:18-AI and the Future of Higher Education Marketing
30:00-User-Generated Content: A Game-Changer
35:00 -Future Trends in Education Marketing
38:53 -Balancing AI and Human Connection
40:00 -Resources.

Resources Mentioned:
1.Genuinely Helpful: A Practical Guide to Effective University Websites by Guus Goorts – Free Copy here: https://guusgoorts.com/book/genuinely-helpful/
2. NHL Stenden University – A case study in dynamic, student-focused digital marketing: https://www.nhlstenden.com/en

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