Guus Goorts is a recognized expert in education marketing, specializing in digital strategies that enhance student recruitment and engagement. As the author of Genuinely Helpful: A Practical Guide to Effective University Websites, he offers actionable insights for higher education institutions aiming to improve their online presence.
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🎓 Key Insights from Guus Goorts on Digital Marketing in Higher Education
1. Prioritize University Websites as Conversion Tools
Goorts emphasizes that a university's website should serve as the central hub for prospective students. He advocates for a user-centric approach, ensuring the website addresses students' needs and provides clear information to guide them through the decision-making process. This perspective is discussed in detail in his interview on the Education Marketer podcast.
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2. Implement Google's E-E-A-T Principles
In his conversation with Paris Childress on Paris Talks Marketing, Goorts highlights the importance of adhering to Google's E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principles. He suggests that higher education institutions should focus on creating content that reflects these values to improve search engine rankings and build credibility with prospective students.
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3. Leverage AI to Enhance Marketing Strategies
Goorts discusses the integration of artificial intelligence in higher education marketing, particularly in automating content creation and personalizing student interactions. He advises institutions to balance AI tools with human empathy to maintain authentic connections with prospective students.
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4. Utilize User-Generated Content (UGC)
He encourages universities to incorporate UGC, such as student testimonials and success stories, into their marketing strategies. This approach not only provides authentic insights into the student experience but also fosters a sense of community and trust among prospective students.

5. Adopt a Holistic Digital Marketing Strategy
Goorts advises institutions to develop integrated digital marketing strategies that encompass various channels, including social media, email campaigns, and SEO. By creating a cohesive and consistent online presence, universities can effectively engage with prospective students at different stages of their journey.
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📚 Additional Resources
Book: Genuinely Helpful: A Practical Guide to Effective University Websites by Guus Goorts

Podcast: Paris Talks Marketing – Episode on Digital Marketing for Higher Education with Guus Goorts
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Podcast: Education Marketer – Episode on Creating a Website That Wins Students' Hearts with Guus Goorts