WHY NATIVE ADVERTISING IS SO EFFECTIVE FOR UP SKILLERS & CAREER CHANGERS
For education marketers looking to attract up-skillers and career changers, it is hard to go past a well-constructed native advertising strategy. Compared to the more structured undergraduate and postgraduate recruiting funnels, up-skillers and career changers present a complex marketing challenge. These prospects come from a broad demographic, and to complicate matters more, there is no telling exactly when an individual will begin to actively consider further education, limiting the effectiveness of traditional recruiting-period advertising campaigns. Thankfully, for clients prepared to use insights and map their customer journey, native advertising offers an effective and measurable way to always be in market appealing to up-skillers and career changers.
Native advertising offers four great strengths:
UPSTREAM AND ENGAGING
Native, unlike more traditional student recruiting advertising, is best when focused early in the decision process – on the ‘why’, ‘what’ and ‘how’. Effective native leverages the insight is that your prospects are likely either unsatisfied or insecure in their career, hence considering a change: Effective native advertising headlines and stories will appeal to a latent interest. For example it might be as simple as “10 signs you need a career change”, or “How to find the career you want, at any age”, or more a more course/career specific approach like “Why healthcare might be the career change you need.”
One of the beauties of native is that it is a very cost effective way to run an ‘always-on’ approach, using a pay-per-click (PPC) strategy. By monitoring and regularly optimizing your content for performance, you can develop very effective, targeted strategy constantly serving out into the digital media landscape of your prospects
The PPC approach also allows you the advertiser to test and run and refine multiple niche messages. An educator offering niche vocational courses like, say, stevedoring or horse grooming, can run and test PPC always-on campaigns with highly targeted headlines like “A day in the life of a horse groomer”, “Why stevedores are always in demand” or “How do you become a stevedore” etc.
MEASURABLE AND ITERATIVE
Best practice in native advertising is to concurrently test multiple headline options for the same article, sometimes up to 10. You will often find there is a headline that outperforms the others by multiples. Or one that does not get the most clicks, but has much higher overall conversion. And once these are identified, you take the learning to your other content. Great content can work day-in-day-out for years, and you’ll be able to see directly from the CTR and conversions if and when it needs a refresh.