In this episode, Guus Goorts, education marketing expert and author of Genuinely Helpful: A Practical Guide to Effective University Websites, joins Paris to share insights on enhancing digital marketing for higher education. They discuss optimizing university websites, leveraging AI, and creating authentic student experiences that resonate with them. The conversation also dives into using data and analytics to refine enrollment strategies, avoiding common digital outreach pitfalls, and adapting to the challenges of a digital-first world. Paris reflects on the opportunities for higher education to stay competitive, highlighting why Guus' strategies are essential for institutions looking to thrive. Key Talk Points 00:00 -Introduction 02:40- The Role of University Websites 04:32- Google's E-E-A-T Principles in Education Marketing 09:55 -Balancing Social Media and Websites 14:59- Common Website Mistakes in Higher Education 25:18-AI and the Future of Higher Education Marketing 30:00-User-Generated Content: A Game-Changer 35:00 -Future Trends in Education Marketing 38:53 -Balancing AI and Human Connection 40:00 -Resources. Resources Mentioned: 1.Genuinely Helpful: A Practical Guide to Effective University Websites by Guus Goorts – Free Copy here: https://guusgoorts.com/book/genuinely-helpful/ 2. NHL Stenden University – A case study in dynamic, student-focused digital marketing: https://www.nhlstenden.com/en Subscribe to Paris Talks Marketing for more insights on education marketing, digital strategies, and the future of student recruitment.