AI in Higher Education: A must-have for admissions and marketing teams

The higher education landscape is highly competitive, with institutions vying for students' attention in a digital age. Traditional strategies fall short; students now demand personalised experiences, quick responses, and easy applications. AI is crucial for optimising recruitment, boosting efficiency, and enhancing engagement. HubSpot provides AI tools for automating tasks, personalising communication, and improving decision-making, leading to higher enrollment and retention. This blog examines how HubSpot’s AI can revolutionise higher education admissions and marketing, making it essential for staying competitive.

The Role of AI in Admissions 

The admissions process is data-heavy, requiring teams to manage thousands of applications, communicate with prospective students, and track engagement across multiple touchpoints. AI can automate and optimise these processes, allowing admissions teams to focus on strategic decision-making and personalised student interactions. 

HubSpot’s AI Copilot: Enhancing Personalisation in Admissions 

HubSpot’s AI Copilot is a powerful assistant designed to generate and refine content, making it easier for admissions teams to personalise outreach at scale. Personalised emails, chat responses, and social media messages can be created using AI-driven insights, ensuring that prospective students receive relevant and engaging communication.  

How This Helps Admissions Teams: 

• Copilot analyses applicant data and engagement history to generate customised responses. 
• It suggests improvements to admissions content, making messages more compelling. 
• It streamlines the creation of FAQs, newsletters, and acceptance letters, saving time while maintaining a personal touch. 

For example, if a prospective student frequently visits the financial aid webpage, Copilot can help craft an email addressing scholarships and grants tailored to their interests. This level of personalisation increases the likelihood of conversion, keeping applicants engaged throughout the admissions journey. 

Breeze AI Agents: Automating Repetitive Admissions Tasks 

HubSpot’s Breeze AI agents are designed to handle automation across marketing, sales, and customer service, making it particularly beneficial for admissions teams. The tool can automate application processing, schedule interviews, and follow up with prospective students. 

Key Benefits for Admissions:

• Application Sorting: AI can categorise applicants based on how likely they might be to convert on their enquiry, based on historical deal data and how warm the lead is to help target those best-fit students.
• Interview Scheduling: AI-powered chatbots can schedule interviews based on availability, eliminating the need for back-and-forth emails.
• Follow-Ups: Automated reminders ensure students complete their applications and submit required documents on time. 

By reducing manual workload, Breeze AI Agents allow admissions teams to focus on building relationships with students rather than administrative tasks. 

HubSpot’s Prospecting AI: Identifying the Right Applicants 

Admissions teams often struggle to determine which prospective students are most likely to enroll. HubSpot’s Prospecting AI leverages data analytics to rank applicants based on engagement levels, academic performance, and likelihood of success.  

How Prospecting AI Benefits Higher Education:

• Identifies high-intent applicants based on website visits, form submissions, and email interactions.
• Scores applicants based on predictive analytics, allowing teams to prioritise follow-ups.
• Provides actionable insights to improve recruitment strategies. 

For example, if an applicant frequently interacts with virtual campus tours and financial aid resources, Prospecting AI can flag them as a high-potential lead. This enables admissions teams to focus their efforts on nurturing students who are most likely to enrol. 

Transforming Higher Education Marketing with AI 

Marketing plays a critical role in attracting students, and AI has revolutionised how institutions engage with prospective applicants. AI-driven marketing strategies ensure that campaigns are data-informed, targeted, and optimised for conversion. 

HubSpot’s Content Assistant: AI-Powered Marketing Personalisation 

Content marketing is a crucial component of student recruitment. HubSpot’s Content Assistant uses AI to generate, optimise, and personalise content based on audience insights. 

How It Helps Higher Education Marketing Teams:

• Content Generation: AI suggests blog topics, drafts landing pages, and creates podcasts tailored to prospective students.
• SEO Optimisation: AI analyses search trends and suggests keywords to improve organic traffic.
• Email Personalisation: AI can help make sure that emails resonate with different audience segments, increasing open rates and engagement. 

 For example, an institution promoting its MBA program can use Content Assistant to generate blog posts about career outcomes, alumni success stories, and program highlights, ensuring that content is relevant to prospective students. 

HubSpot’s Smart CRM: Tracking and Nurturing Leads 

Seamless admissions and marketing strategy requires an integrated CRM that centralises student interactions. HubSpot’s Smart CRM uses AI to track leads, automate follow-ups, and provide data-driven insights into student behaviour. 

Key Features for Higher Education:

• Lead Scoring: AI ranks prospective students based on engagement, helping marketing teams focus on the most promising leads.
• Behaviour Tracking: AI monitors website visits, email opens, and event registrations to understand student interests. 
• Automated Workflows: AI triggers personalised email sequences based on where students are in the application funnel. 

For instance, if a student downloads a program brochure but hasn’t submitted an application, Smart CRM actions can trigger an automated follow-up email offering a call or advising session. 

HubSpot AI for Social Media Engagement 

Social media is a powerful tool for student recruitment, and HubSpot’s AI-driven social media management tools ensure that institutions engage with their audience effectively. 

How AI Enhances Social Media Marketing:

• Content Scheduling: AI determines the best times to post based on engagement trends.
• Content Remix: By taking your existing, long-from content such as a blog or landing page, you can generate multiple social posts
• Automated Replies: AI-powered chatbots respond to common inquiries, providing instant support. 

For example, if a university’s Facebook Messenger receives multiple questions about scholarship deadlines, AI can automate responses and direct students to relevant resources, improving engagement and responsiveness. 

Why AI is a Must-Have for Admissions and Marketing Teams 

Higher education institutions that embrace AI gain a competitive advantage in student recruitment and engagement. HubSpot’s AI-powered tools offer: 

• Increased Efficiency: By automating repetitive tasks, AI allows admissions and marketing teams to focus on high-impact strategies rather than administrative work.
• Enhanced Personalisation: AI enables institutions to deliver personalised experiences at scale, fostering stronger connections with prospective students.
• Data-Driven Decision Making: Predictive analytics and AI insights help teams optimise recruitment efforts and allocate resources effectively. 
• Improved Conversion Rates : AI-powered lead scoring and personalised outreach increase the likelihood of converting inquiries into enrolments. 

AI is essential for higher education admissions and marketing. HubSpot’s AI tools, like AI Copilot and Smart CRM, help optimise processes and personalise engagement, boosting enrolment. Embracing AI keeps institutions competitive, attracting and engaging the right students. If your institution hasn't adopted AI, now is the time. Explore HubSpot’s AI tools to enhance your strategy with our AI masterclass onboarding plan. Want to learn more ... 

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