All college recruiters want to drive qualified prospects into the recruitment funnel. The question is, what's the most effective way to do this that doesn't rely on interruptive marketing techniques with returns on investment that are difficult or impossible to measure? Inbound marketing techniques provide a solution that meets prospects where they are with the information they're searching for. Add these dynamite ideas to your student recruitment strategies toolkit to begin seeing results.
1. Use High Value Offer Formats
Not all offers are created equal. Some “formats” of offers perform better than others at converting leads. For example, what’s more valuable, a whitepaper or an ebook? Below are the types of offers, in order of performance, that generate the most amount of leads.
• eBooks or Guides
• Templates or Presentations
• Research & Reports
• Kits (multiple offers packaged together)
• Live Webinars
• On-demand Videos
• Blog (including offers in the nav or sidebar)
• Blog posts (if there is a CTA in the post)
• Middle-of-the-funnel offers: Demo Requests, Contact Sales, RFP, Etc (more sales-ready offers)
It’s important to test different types of offers with your audience to determine what works for you. While eBooks score high on our list, you may find that reports, videos or other formats do better.
2. Place Your Call to Action Where the Eye Can See it
Calls-to-action do best “above the fold” - the space where your web page is viewable to the user without having to scroll down. According to heat map analysis, anything “below the fold” will only be viewed by 50% of people who visit your page. Doubling impressions on your CTA’s can significantly increase your lead count.
3. Link Your Call to Action to a Dedicated Landing Page
This tip might seem minor, but it’s incredible how often businesses miss this opportunity. Calls-to-action are meant to send visitors to a dedicated landing page where they receive a specific offer. Do not use CTAs to drive people to your homepage. Even if your CTA is about your brand or product (and perhaps not an offer like a download), still send them to a targeted landing page that is relevant to what they are looking for. If you have the opportunity to use a CTA, send them to a page that will convert them into a lead.
4. Create Effective Landing Pages
Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. Landing pages consist of:
There you have it. Four tips for optimizing your lead generation campaign and boost current student recruitment strategies. Want even more tips to maximize your efforts? Download our free eBook The 30 Greatest Lead Generation Tips, Tricks & ideas.