Target Students Throughout

The Enrollment Cycle with

INBOUND MARKETING A publication of

Prospective students now rely on the web as their primary source of research. Not only has this changed how school must get students into their admissions funnel, but also how they must market to them throughout the enrollment cycle.

The Way People Research Schools Has Changed.

This new research process has rendered traditional marketing efforts like direct mail, radio, tv, and print ads less effective than ever.

86% skip TV ads

91% unsubscribe from email

44% of direct mail isn’t opened

200M on the Do

Not Call list

So how can institutions reach prospective students?

That’s where inbound comes in.

If institutions want to connect with their audience today, they have to update the way they market and sell.

To attract students, institutions must provide them with something they

will love.

ü  A pros and cons template for students to use when weighing their education options

ü  A list of tips for college admissions interview prep ü  The Ultimate High School Senior’s Do’s and Don’t’s guide ü  Live webinars to preview a course or lecture Or whatever else your imagination can dream up!

For example…

To keep this content relevant you need to map out:

Who your prospective students are 1

2 Where they are in the decision process

3 What value you can provide them at each of these unique stages

Luckily, there’s a tool for that.

Introducing: The Buyer’s Journey

Introducing: The Buyer’s Journey

The active research process a buyer goes through leading up to a purchase.

Introducing: The Buyer’s Journey

ü Prospect had now clearly defined and given a name to their problem or opportunity.

ü Prospect has now decided on their solution strategy, method, or approach.

ü Prospect is experiencing and expressing symptoms of a problem or opportunity.

Notice how well the Buyer’s Journey lines up with the Enrollment Cycle

?

ü What programs do I want to study?

ü Where do I want to attend school?

ü Which institution do I want to apply to?

ü Where should I enroll?

ü Do I want to go to college/grad school?

ü Do I need a college/grad school degree?

JUNIOR RISING SENIOR SENIOR

Now we just need a plan of attack

for each

stage of the

journey

1. AWARENESS

!

Blogging, SEO, and Social.

ü Drive traffic to your site by consistently creating keyword rich content that is specific to your programs, campus, professors, etc.

ü This content can live on your website or blog—both of which should be mobile optimized for better usability and SEO.

ü Promote this content on social media to attract new visitors who may not find your site via search.

Awareness

Example

1.  SEO: Intentionally index in search results for relevant keywords

2.  Blog/Content: Content that contains keywords and valuable information to inform your reader

2. CONSIDERATION

Offers, Emails, and Nurturing

ü Gain valuable information from prospects by exchanging content offers for personal information like name, email address, and intended area of study.

ü Use this self-identified data, alongside on-site behavior, to serve additional content via personalized emails.

ü Continue to inform prospects throughout their buyer’s journey by providing them with more information and resources that aid in their decision process.

Consideration

Example

1.  Blog post: attracts the reader and houses the call-action 2.  Call-to-action to download an ebook: means of transporting the reader 3.  Landing page: capture personal information

3. DECISION

Emails and Site content

ü Use initial information from readers to send them additional relevant content that informs their ultimate decision process.

ü Ask for incremental information as you continue to deliver these valuable offers.

ü Taylor the content on your website based on this self-identified information, in addition to the actions a contact has previously taken on your site or emails.

Decision

A user visiting your site fort he first time seed a blog post with the Call-to-action

(CTA) “Download our Free Ebook!”

After downloading that ebook, and attending a webinar however, the CTA

they see now reads, “Apply Now”

Example

Seems simple enough, right?

With a little bit of know-how, and the right tools, it can be.

Ready to learn more about how your school can use

inbound to increase applications?

presents:

Increase Applications and Reduce Marketing Costs

Through Inbound Marketing.

JULY 1ST | 2:30 EST

CLICK HERE to save your seat

With Leigh Fitzgerald Education Inbound Marketing

Specialist