In business education, ads targeting MBA students are complex and vitally important. This complexity arises from the unique characteristics and expectations of MBA students as a target demographic. Unlike typical undergraduate students, MBA students are not just seeking academic enrichment. Still, they are also looking for programs that can provide tangible career advancement, networking opportunities, and skill development aligned with the demands of the modern business world. These students, defined by their ambition and focus, pursue programs that align with their specific career goals and personal development aspirations.
The challenge for marketers lies in creating successful advertisement strategies that resonate deeply with these future business leaders, necessitating a blend of strategic accuracy and creative ingenuity. If you want to refine your school’s approach in advertising to potential MBA candidates, this blog post is for you! Continue reading to discover key strategies for crafting compelling ads targeting MBA students.
1. Define the MBA Target Market
Understanding your target market is crucial for crafting effective ads. By gaining a deep insight into who your prospective students are, you can tailor your MBA student advertising strategies that align seamlessly with their specific aspirations, professional interests, and lifestyles. This alignment is key to creating compelling marketing messages that speak directly to their ambitions and needs.
But what is the target market for MBA students? Typically, MBA students are in their late 20s to early 30s. However, this can vary with some students pursuing an MBA straight after undergraduate studies and others waiting until mid-career. They usually hold a bachelor’s degree, often in business, economics, engineering, or similar fields, and are driven to pursue postgraduate education to attain leadership positions in their industries. MBA students often look to upskill for higher managerial roles or a shift in their career path. They value opportunities to connect with professionals, alumni, and industry leaders, making events and communities a significant draw.
Depending on the type of program your school offers, your target market might vary. Thus, to further understand who your audience is, you will need to gather data on the demographics, interests, and career goals of current students and alumni. This information can provide insights into who is attracted to your program and why. You can also examine other MBA programs, noting their target markets and unique selling propositions. Keep in mind that it is likely that your school has different target personas, as seen in the example below.
Pro tip: Adaptability and responsiveness to market changes and feedback are crucial for keeping the advertising strategy relevant and effective. Given that your target audience might change over time, it is essential to keep your personas updated to reflect market changes.
Once the audience for your ads has been defined, you can focus on identifying your unique selling points and seeing how these can be marketed to potential students. Remember that highlighting the MBA program’s unique selling points, such as specializations, industry links, experienced faculty, and successful alumni networks, can differentiate the program from others. If you don’t have an advertising strategy, this is the right time to make one. Start by identifying the goals and objectives of your campaigns and come up with key messages you want to deliver. Then, create a paid advertising plan outlining your budget and how you plan to spend it.
2. Develop Key Strategies for Advertising An MBA Program
You have defined your target audience and your goals and objectives, and you may now wonder, “How do I advertise my MBA?” To advertise an MBA program effectively, you must use targeted digital marketing strategies, such as SEO, social media advertising, and email campaigns.
Effective advertising for business schools usually includes a strategic mix of digital and traditional marketing methods. First, you need to create a plan to use social media platforms like LinkedIn, Instagram, and Facebook to target your specific personas and create complementary content marketing through blogs, webinars, and podcasts that provide valuable insights into the MBA experience.
Search engine optimization (SEO) and pay-per-click (PPC) campaigns are also crucial to increase visibility in online searches. Optimize your website with keywords prospective MBA students will likely use in their searches, such as specific program details, specializations, and career outcomes.
Example: Ensuring you include the right keywords when crafting your online advertising campaign and optimizing your content will ensure your ads are delivered to the right audience. For example, Trinity College Dublin and the University of London have ensured that their ads are served to those looking for “MBA in finance UK.”
PPC ads can effectively reach the most relevant audience for your MBA program. This includes tailoring campaigns to regions with high concentrations of potential students, specific age groups, and professional backgrounds. Crucial to these campaigns is creating optimized landing pages that provide concise information and clear calls to action, like brochure downloads or application instructions. For example, the landing page for NYU’s Abu Dhabi-based MBA program provides key details about the program and a clear CTA, as seen below.
Source: NYU Abu Dhabi
Another important ad strategy for MBA programs is email marketing, which can effectively engage potential students with its personalized and direct approach. This involves creating tailored email campaigns that speak directly to prospective student’s interests, aspirations, and career goals. You can deliver highly relevant and personalized content by segmenting your email list based on specific criteria such as professional background, previous educational interests, or engagement history.
Finally, don’t forget that the messaging and content of the advertisements are as crucial as the channels used, so aim to create unique messaging that is appealing and that motivates your audience to take action.
3. Understand the Different Online Ad Formats Available
We always get a question at HEM: “Which types of ads do college students pay attention to?” It is well known that younger generations are more tech-savvy, so college students tend to respond best to online and social media ads that include engaging video content. The same applies to MBA students.
Online ads allow MBA programs to reach a broad audience, including working professionals, recent graduates, and international students, who increasingly rely on the Internet for educational research and decision-making. Additionally, online ads are scalable and can target specific audiences. This offers a more cost-effective solution compared to traditional advertising mediums. But to make the most of online ads for MBA recruitment, it is key to understand the different ad formats available, such as video, social media, and email.
Each ad format offers unique advantages in capturing the attention of this target audience. Here’s a breakdown of the main formats you need to consider when working on your ad campaigns:
Video
Video advertising stands out for its dynamic and engaging nature, allowing schools to explore creative ways to curate and promote MBA programs. This ad form is particularly effective in storytelling, allowing schools to showcase their campus, student life, and success stories visually compellingly. Video content is easily shared and can be particularly impactful on platforms like YouTube, Instagram, and Facebook, where users are inclined to consume and engage with visual media. The ability to convey much information in a short and memorable format makes video ads a powerful tool in the educational sector.
Social media
Social media advertising leverages platforms where prospective MBA students are active and engaged. Each platform has its strengths. For instance, LinkedIn is ideal for professional and career-focused content, while Instagram and Facebook allow for more visual and informal engagement. Social media ads can be precisely targeted based on user demographics, interests, and behaviors, making them highly effective for reaching specific segments of the MBA market. In addition, social media ads allow you to reach prospective students who are at different stages in the enrollment process. For example, while the Harvard Business School LinkedIn ad below might be served to those already considering applying to the school, those just beginning their search will see the IE Business School YouTube ad next to it.
Source: IE Business School – YouToube (left), Harvard Business School – LinkedIn (right)
Email marketing
Though more traditional, email marketing remains a highly effective ad format for reaching MBA candidates. Personalized email campaigns can deliver tailored content directly to the inboxes of prospective students. These emails can include information about the program, invitations to webinars or open days, and testimonials from alumni. The key to successful email marketing is relevance and personalization. For example, email subject lines that resonate with the recipient’s career aspirations and interests are more likely to be opened and acted upon.
Google Ads
Google Ads allows for highly targeted advertising. By using specific keywords related to MBA programs, specializations, and business education, institutions can ensure their ads are seen by individuals actively searching for related information. This level of precision helps reach the most relevant audience, increasing the likelihood of attracting interested and qualified candidates.
4. Last But Not Least: Explore These Tips to Create Outstanding Ads
In digital marketing for MBA programs, there are several best practices for creating compelling online ads that can significantly enhance engagement and attract prospective students. Here are some of the tips that we’ve found the most valuable:
- Relatable Storytelling: Develop narratives that reflect MBA students’ journeys, challenges, and aspirations. For instance, stories showcasing alumni success, student experiences, or faculty expertise can create a connection with the audience. These can be included either on the ad itself or the landing page where you will redirect prospects, as seen in the example below by Simon Fraser University’s School of Business.
Source: Simon Fraser University’s School of Business
- Emphasize Outcomes: Your ads should focus on the benefits that resonate with prospective students, such as career advancement, skill enhancement, and networking opportunities. By highlighting these outcomes, the ads inform and persuade by demonstrating the real-world impact of the program.
- Quality Imagery: Use high-quality, professional images and graphics. Your visuals should be more than just decorative, they should complement and enhance the story being told. Avoid stock images and choose photos that capture the nature of your program. Additionally, ensuring that all visual elements align with the program’s brand aesthetic and values helps build recognition and trust among potential students.
- Cultural Relevance: Ads should be designed with language and imagery that reflect inclusivity and cultural sensitivity. This broadens the appeal of the ads, making them more relatable to a diverse group of prospective students. This can be key to getting new leads when recruiting international students.
- A/B testing: MBA programs can fine-tune their advertising based on real-time feedback by testing different ad formats and messages. This ensures that the content remains relevant, effective, and aligned with the evolving preferences of the target audience. Though A/B testing is necessary for all ad formats, it is essential for email marketing, as it might help you identify the most compelling subject lines, content styles, and calls-to-action that resonate with your audience, leading to higher open rates and engagement.
FAQs to Consider
Q: What is the target market for MBA students?
A: Typically, MBA students are in their late 20s to early 30s. However, this can vary with some students pursuing an MBA straight after undergraduate studies and others waiting until mid-career.
Q: How do I advertise my MBA?
A: To advertise an MBA program effectively, you must use targeted digital marketing strategies, such as SEO, social media advertising, and email campaigns.
Q: Which types of ads do college students pay attention to?
A: It is well known that younger generations are more tech-savvy, so college students tend to respond best to online and social media ads that include engaging video content.
