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Adopting a Performance-driven Digital Marketing Approach: Closing the Loop Between Marketing and Admissions
About Me
Ed Ramirez
Senior Account Executive – Higher Education Digital Marketing
3 years with Hobsons
First generation American of Cuban descent
First US-born family member
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What are you up against?
Performance-driven digital marketing
Best practices for optimizing your digital campaigns/Hobsons Expert Q&A
Don’t make these mistakes!
What to look for in a digital marketing partner
Chat your questions to Hobsons Webinars using the chat feature.
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Agenda
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What are you up against?
Time/Staff Constraints
Budget Tedious Communication
Flow
In-house Expertise
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Seeking outside help
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What happens?
COMMUNICATION
X
Lead Generation
Staff Performing Lead Follow Up
Yes, I’m interested!
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Are you optimizing ROI?
ROI
$$ (current)
$$$ (potential?)
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Defining “lead quality” up front
Proper lead segmentation
Lead follow up protocol and process
Communicating, revisiting strategy, and adjusting as necessary to maximize results
Digital Marketing: A Performance-Driven Approach
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So, how do I get started??
Q&A with Hobsons Experts
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How do I define “lead quality?”
What does your ideal student
look like?
Find the lead conversion sweet spot.
Info requests are “hotter”
leads!
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Not all leads are alike – hot, warm or cold?
How do I properly segment leads?
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Equip staff with a strong understanding of communication plan, process and goals
How do I properly segment leads?
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Where should I start with lead segmentation?
Choose programs that need more
students
Start with leads who fill out forms
completely
Target leads who interact repeatedly
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Stay on top of lower-priority leads with automated communications
What about lower priority leads?
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Training on communication plan and engagement strategy
What does my staff need to execute successful follow up?
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Contact leads ASAP, sooner is better!
Within 24 hours at the latest
When should I contact a lead to follow up?
24 hrs
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Communication once per week for at least 6 weeks, then monthly up to 6 months
How frequently should I contact leads?
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Contact preference from submitter
What info should I look for after my campaign goes live?
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TECHNOLOGY!
How can I make communication planning and execution easier?
Don’t make these mistakes!
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Create a long list of requirements students must meet to fill out the lead form or apply
What should I NEVER do?
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Turn digital marketing campaigns on and off
What should I NEVER do?
ON OFF
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Stop working leads too early- Instead, deploy a re-engagement campaign plan
- Automate with technology
What should I NEVER do?
STOPPED
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Ignore leads
What should I NEVER do?
Choosing a Digital Marketing Partner
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Expertise in the higher education industry
What should I look for in a digital marketing partner?
Monitors industry trends
Up-to-speed on new developments and technologies
Serves as a best practices resource
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Values performance-driven strategies
What should I look for in a digital marketing partner?
Adjusts strategy when something
isn’t working
Communicates well with
admissions staff
Helps build engaging relationships between
students and institutions
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Transparency and clear communication
What should I look for in a digital marketing partner?
Educates you along the way
Provides access to reports and
data
Shares best practices/what others do well
Promotes a feedback loop to optimize results
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Questions?
Please chat any questions you have to “Hobsons Webinars” now.
After today’s event, submit them at:http://go.hobsons.com/365question
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Contact Me
Ed Ramirez, Senior Account Executive513-746-2372 [email protected]
Or submit your questions at:http://go.hobsons.com/365question
