Effective marketing strategies are crucial in driving University enrolment numbers, especially in today’s evolving landscape. In the post-pandemic era, where conversions span multiple channels and touchpoints, a robust approach to digital advertising is essential.
To enhance your lead generation efforts and achieve recruitment goals in 2023, it’s vital to establish a well-thought-out strategy. Here are key insights and tips to guide you on this education digital marketing journey.
Understanding marketing channels in higher education
Marketing channels are the avenues through which Universities promote their programs and engage with prospects. These channels encompass digital, traditional, paid, and free methods, such as social media ads, email marketing, and organic search. The most prevalent channels in education marketing include paid and organic search, direct visits, paid and organic social media, referrals, and email.
Selecting and leveraging these channels correctly is essential to reach your target audience, enhance brand awareness, and attract potential students. Start by aligning your advertising goals with your audience’s preferences. Analyze your enrolment journey and competitive landscape to develop a robust marketing strategy.
Single channel vs. multi-channel marketing
Traditionally, Universities have relied on a single marketing channel, often their website, to promote programs. However, evolving student behaviours demand a shift toward a multi-channel approach. Universities employ various channels like social media ads and Google Ads in this approach, complementing their website efforts. Prospects may discover a University through one channel and explore more information via others, eventually leading to enrolment.
Gathering insights through conversion tracking
Developing a digital marketing strategy for universities requires tracking conversions and attributions for valuable insights. Conversions occur when visitors complete desired actions on your website. Proper attribution in your analytics platform is critical for successful tracking. Google Analytics 4 offers various attribution models, with the Last-Click model being the most commonly used in Universities.
By delving into your data and analysing conversion touchpoints, you can:
- Understand campaign contributions to key performance indicators.
- Allocate budgets more effectively.
- Utilise data-driven optimisation techniques.
Analysing multi-channel conversions and reports
To manage multiple touchpoints, delve into multi-channel conversions. In Google Analytics 4, you can find these tools under “Attribution” in the “Advertising” tab. The “model comparison” tool allows you to compare results between different attribution models, while “conversion paths” provide detailed insights on channel groups and conversion data.
Expanding your university’s presence
Expanding your University’s online presence across different channels can yield significant rewards. Research shows that using three or more marketing channels increases conversion rates by 287%. Refer to your student personas to identify which channels are most relevant to your prospective students. These semi-fictional representations of your ideal students can guide you in prioritising channels and platforms.
Consider seizing opportunities to establish your University on new social media platforms or refine your SEO efforts to drive organic traffic.
Cross-channel remarketing and media types
Cross-channel remarketing can effectively retarget prospects, improving lead generation. It creates personalised interactions, increasing the chances of prospects engaging with your advertising. Experiment with various media types to reach users across different networks, including Discovery, Performance Max, Video, and Meta.
Creating lead generation offers for each funnel stage
Effective lead generation involves guiding prospects through the enrolment funnel. Determine which funnel stage prospects are in and what they need at that stage. The funnel stages—Awareness, Consideration, and Decision—require tailored messaging and personalised offers to decrease resistance and convert prospects.
TOFU content and lead magnets
At the top of the funnel, prospects are just discovering your University. Create content that addresses their questions and interests. Offer lead magnets—free assets or offers in exchange for contact information—to entice prospects. These can take the form of career guides, webinars, or quizzes.
MOFU lead generation offers
In the middle of the funnel, engage with prospects more meaningfully. Promote information sessions, open houses, or brochures to capture contact information and nurture leads.
BOFU targeted offers
At the bottom of the funnel, prospects are close to converting. Offer personal meetings, class demonstrations, tutorials, or other tailored content to nurture leads and drive conversions.
Integrating these lead generation strategies into your admissions funnel can refine your messaging, connect better with your audience, and boost enrolment numbers. Consider seeking assistance from our marketing and advertising experts to expand your University’s online presence and develop targeted ad campaigns across various channels. Get in touch to get started!
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It’s hard to know which marketing initiatives and channels are contributing to the bottom line. We can help make sense of your data, increase your brand visibility online, and grow ROI by identifying your best-performing channels.
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