Social media retargeting is a potent marketing strategy for re-engaging users who have previously interacted with your institution or visited your school’s website. It’s a method designed to remind prospective students about your college and encourage them to take further steps in their enrollment journey.

By keeping your institution top-of-mind, retargeting campaigns help move potential students through the enrollment funnel toward actions like enrolling or attending an event. Keep reading to learn about types of retargeting audiences and some of the many benefits of using retargeting in your institution’s digital marketing strategy!

Types of Retargeting Audiences

Effectively engaging potential students requires understanding the different methods used to create retargeting audiences. Here are some of the most effective types:

Web Retargeting

Imagine reaching out to users who have previously visited specific pages on your school’s website. Web retargeting makes that possible! If a prospective student visits your admissions page or looks at specific programs, for example, you can remind them of what your community college offers and inspire them to take the next step.

Lead Gen Form Submitters

Think about the users who requested more information from you during your last Meta or LinkedIn campaign. You can serve them ads promoting the next step in the enrollment funnel, such as signing up for a course. This method ensures that you stay connected with prospects who have already shown interest in your school and its program offerings.

Inquiry Lists

These lists contain prospective students’ contact information, such as phone numbers and email addresses. By uploading them to social media platforms like Meta, Snapchat, TikTok, and LinkedIn, you can encourage prospective students to visit or enroll. You can even target those who started but never completed their application or enrollment process!

Note: your list size may vary by platform. The larger your list, the better, as larger lists increase the match rate!

Benefits of Utilizing Retargeting

Capture the right crowd at the right time! Social media retargeting campaigns are transformative in higher education marketing because they specifically target users who have already shown interest in an institution. For community colleges like yours, leveraging these campaigns also means tailoring messages to users at different stages of their enrollment journey. Here are some other key benefits:

1. Personalized Engagement: Retargeting allows you to craft messages that resonate with where a student is in their decision-making process. Whether it’s highlighting upcoming enrollment deadlines, showcasing scholarship opportunities, or providing insights into specific programs, your ads can be highly relevant and timely.
2. Enhanced Recruitment Efficiency: Focusing on prospects who have already shown interest allows you to allocate your marketing resources more efficiently. This targeted approach ensures that your messages reach those most likely to convert, improving overall recruitment ROI.
3. Increased Enrollment: Tailored retargeting campaigns guide prospects through the enrollment funnel, from initial interest to final decision. This persistent engagement keeps your institution top-of-mind, making it more likely that students will choose your community college.
4. Stronger Community Connections: Retargeting fosters stronger connections within your community and service area. By continuously engaging with potential students, you build a sense of familiarity and trust, which is crucial for community colleges aiming to serve local populations.

Ready To Elevate Your Enrollment Game?

The strategies outlined here are just the beginning of what social media retargeting can achieve for your institution. If you’re interested in learning how to implement these tactics effectively, our team at CLARUS is here to help!

Start a conversation to discuss how we can tailor a retargeting strategy to meet your specific needs and goals!