Jon Leighton, Director, Land Digital

In the education sector, brand messaging has a crucial part to play in attracting learners and building a reputation worth having - particularly for business and institutions in especially crowded local or online markets.

Love to learn Photo by Tim Mossholder on Unsplash

For those educational enterprises looking to give their brand marketing that added edge, Jon Leighton at Land Digital will be sharing some expert online marketing insights to reveal the effective secret weapons that will appeal to both students and their parents.

From the whats, hows and whens of digital content marketing to the various golden rules of learner engagement, this piece aims to provide a greater understanding of the true value of knowledge and the power it can wield in the marketing world.

1. Harness the power of video marketing

Add Video Button

Visual content formats such as video can be a highly powerful tool to use when it comes to attracting prospective learners, particularly as figures show that 68% of people now use video as their preferred choice for researching products or services.

Easily digestible and accessible to the end user, videos offer the perfect way to explain your institution’s services through explainer videos - allowing the user to visualise exactly what you do and potentially imagine themselves being a part of this. While explainer videos are the backbone of video marketing, this medium can be used in other ways, too, including vlogs (video blogs), student testimonials and commercial advertising.

Another benefit of video marketing is its versatility when it comes to conveying multiple marketing messages to different target demographics. For instance, most educational organisations aren’t looking to appeal only to students - they also need to gain the buy-in of the parents. With a slick promotional video, there’s the opportunity to layer your messages, ensuring your video content creates a positive impression with both audiences simultaneously.

Whether you create a short, punchy commercial in the lead up to school admission deadlines or a captivating campus tour for your homepage, harnessing the power of video marketing is vital to generating interest in an age of complete digital immersion.

2. Maximise word-of-mouth

A fundamental part of brand buy-in within any sector is building a level of trust with your target demographic, which can be hard to gain solely through promotional online marketing. To bolster efforts, many schools and other educational institutions are making use of the modern equivalent of word-of-mouth marketing in the form of student testimonials that provide a genuine and honest review of their services - which goes towards building that element of trust with prospective pupils.

In the industry, these pieces of user-generated content can be incredibly powerful, as, just like online reviews on sites like TripAdvisor, they’re opinions and experiences from real people, making them inherently more relatable and trustworthy.

Of course, customer testimonials aren’t a new concept - but for educational enterprises looking to take this to the next level, encouraging past and present students to share their content through social media channels like Instagram and Snapchat will really resonate with a younger audience - whether this involves sharing photographs from an open day or everyday snapshots of life on campus.

3. Channel your social side

With an estimated 42% of the global population using social media, it’s unsurprising that this medium offers immense potential reach when it comes to brand marketing, particularly with regards to younger demographics.

For schools and universities, it’s important to understand how to use these platforms most effectively to engage with the right audience and add value to their interactions with you. Naturally, social media provides the perfect way to instantly reach people with campus news, course updates and other essential information.

However, there are other ways to offer a more holistic, value-adding service to students, such as online Q&A sessions with teachers and students - giving parents and students the chance to ask those burning questions and get a quick response.

What works for popular high-street brands can work for educational enterprises, too. In addition to the above, why not also utilise the power of influencer marketing, reaching out to reputable individuals who have large followings on social media that are made up of your desired demographic?

Asking influential marketers to share your content or become a brand ambassador can provide a highly effective way to engage with a younger audience comprising of digital natives. These influencers not only reach a wider audience, but also bring a genuine and trustworthy aspect to the brands they work with, which is perfect for maximising learner engagement.

4. Make sure your brand’s mobile-friendly

Mobile Phone Use

Finally, with figures suggesting that 86% of 12 to 18 year olds now use a mobile phone, it’s essential that all of your online marketing efforts are mobile-friendly:

  1. Firstly, start by ensuring you have a responsive website that can be used seamlessly on smartphones and tablets - after all, it’s highly likely that a significant proportion of students will be accessing your site via their smartphones. Prioritising the user experience in this respect will guarantee visitors to your site can easily navigate the site to find the relevant information they need quickly.
  2. Secondly, with any promotional activity you run - from email marketing campaigns and blog posts to social media advertising - make sure any content is optimised for mobile and, of course, promoted on the right platforms where your desired users will be spending their time (such as YouTube or Snapchat).

Whether you’re an online educational enterprise or a traditional campus institution, we hope these insights will provide you with plenty of ideas on how to bolster your online marketing efforts to attract prospective students and build a worthy reputation in the process.

Jon Leighton is the Director of Land Digital, a full-service digital agency providing made-to-measure marketing, design and development solutions to help businesses in the UK solve their commercial problems.

You may also be interested in these articles:

Register, Login or Login with your Social Media account:


Advertiser Skyscrapers

Video Advert

Newsroom Activity

Dyspraxia Lambeth had a status update on Twitter 17 hours 52 minutes ago

@ERSA_CEO @apprenticelsbu @Edu4sj_lsbu @milton_damian @QLMentoring @EdDavie @NancyDoylePsych @HWLambeth Fears ‘lost…
View Original Tweet

Latest Education News

Further Education News

The FE News Channel gives you the latest education news and updates on emerging education strategies and the #FutureofEducation and the #FutureofWork.

Providing trustworthy and positive Further Education news and views since 2003, we are a digital news channel with a mixture of written word articles, podcasts and videos. Our specialisation is providing you with a mixture of the latest education news, our stance is always positive, sector building and sharing different perspectives and views from thought leaders, to provide you with a think tank of new ideas and solutions to bring the education sector together and come up with new innovative solutions and ideas.

FE News publish exclusive peer to peer thought leadership articles from our feature writers, as well as user generated content across our network of over 3000 Newsrooms, offering multiple sources of the latest education news across the Education and Employability sectors.

FE News also broadcast live events, podcasts with leading experts and thought leaders, webinars, video interviews and Further Education news bulletins so you receive the latest developments in Skills News and across the Apprenticeship, Further Education and Employability sectors.

Every week FE News has over 200 articles and new pieces of content per week. We are a news channel providing the latest Further Education News, giving insight from multiple sources on the latest education policy developments, latest strategies, through to our thought leaders who provide blue sky thinking strategy, best practice and innovation to help look into the future developments for education and the future of work.

In May 2020, FE News had over 120,000 unique visitors according to Google Analytics and over 200 new pieces of news content every week, from thought leadership articles, to the latest education news via written word, podcasts, video to press releases from across the sector.

We thought it would be helpful to explain how we tier our latest education news content and how you can get involved and understand how you can read the latest daily Further Education news and how we structure our FE Week of content:

Main Features

Our main features are exclusive and are thought leadership articles and blue sky thinking with experts writing peer to peer news articles about the future of education and the future of work. The focus is solution led thought leadership, sharing best practice, innovation and emerging strategy. These are often articles about the future of education and the future of work, they often then create future education news articles. We limit our main features to a maximum of 20 per week, as they are often about new concepts and new thought processes. Our main features are also exclusive articles responding to the latest education news, maybe an insight from an expert into a policy announcement or response to an education think tank report or a white paper.

FE Voices

FE Voices was originally set up as a section on FE News to give a voice back to the sector. As we now have over 3,000 newsrooms and contributors, FE Voices are usually thought leadership articles, they don’t necessarily have to be exclusive, but usually are, they are slightly shorter than Main Features. FE Voices can include more mixed media with the Further Education News articles, such as embedded podcasts and videos. Our sector response articles asking for different comments and opinions to education policy announcements or responding to a report of white paper are usually held in the FE Voices section. If we have a live podcast in an evening or a radio show such as SkillsWorldLive radio show, the next morning we place the FE podcast recording in the FE Voices section.

Sector News

In sector news we have a blend of content from Press Releases, education resources, reports, education research, white papers from a range of contributors. We have a lot of positive education news articles from colleges, awarding organisations and Apprenticeship Training Providers, press releases from DfE to Think Tanks giving the overview of a report, through to helpful resources to help you with delivering education strategies to your learners and students.


We have a range of education podcasts on FE News, from hour long full production FE podcasts such as SkillsWorldLive in conjunction with the Federation of Awarding Bodies, to weekly podcasts from experts and thought leaders, providing advice and guidance to leaders. FE News also record podcasts at conferences and events, giving you one on one podcasts with education and skills experts on the latest strategies and developments.

We have over 150 education podcasts on FE News, ranging from EdTech podcasts with experts discussing Education 4.0 and how technology is complimenting and transforming education, to podcasts with experts discussing education research, the future of work, how to develop skills systems for jobs of the future to interviews with the Apprenticeship and Skills Minister.

We record our own exclusive FE News podcasts, work in conjunction with sector partners such as FAB to create weekly podcasts and daily education podcasts, through to working with sector leaders creating exclusive education news podcasts.

Education Video Interviews

FE News have over 700 FE Video interviews and have been recording education video interviews with experts for over 12 years. These are usually vox pop video interviews with experts across education and work, discussing blue sky thinking ideas and views about the future of education and work.


FE News has a free events calendar to check out the latest conferences, webinars and events to keep up to date with the latest education news and strategies.

FE Newsrooms

The FE Newsroom is home to your content if you are a FE News contributor. It also help the audience develop relationship with either you as an individual or your organisation as they can click through and ‘box set’ consume all of your previous thought leadership articles, latest education news press releases, videos and education podcasts.

Do you want to contribute, share your ideas or vision or share a press release?

If you want to write a thought leadership article, share your ideas and vision for the future of education or the future of work, write a press release sharing the latest education news or contribute to a podcast, first of all you need to set up a FE Newsroom login (which is free): once the team have approved your newsroom (all content, newsrooms are all approved by a member of the FE News team- no robots are used in this process!), you can then start adding content (again all articles, videos and podcasts are all approved by the FE News editorial team before they go live on FE News). As all newsrooms and content are approved by the FE News team, there will be a slight delay on the team being able to review and approve content.

 RSS IconRSS Feed Selection Page