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C. Grant & Company

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4 Reasons Schools are Adding Inbound Marketing Methodology to Their Promotional Mix

by C. Grant & Company | Oct 15, 2015

 |  college recruiting strategies, college recruitment plan, email lead generation, social media recruiting strategy

#1 -- It’s Cost Effective

Schools are adding inbound marketing methodology to their promotional mix because it offers an amazing return-on-investment (ROI) when compared to traditional, outbound marketing strategies like direct mail.

In fact, inbound marketing strategies have been found to be remarkably cost effective -- costing 62% less per lead than traditional marketing methods.

Implementing inbound marketing methodology can work alongside your institution’s existing website and email platforms -- it doesn’t require huge new investments in Web and IT tech. The sophisticated technology that supports inbound marketing automation allows you to manage increased contact with prospects without additional investment.

The software supporting this marketing program allows us to evaluate what’s working and what’s not. All efforts and strategies are tested and tracked, and all results are integrated into a single report that lets you assess the return on your investment.

Even better? Inbound marketing campaigns don’t have an endpoint. They don’t require additional investment over time. Thanks to the powerful automation capabilities, inbound marketing promotes your institution indefinitely.

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5 Simple Inbound Marketing Methodology Hacks

by C. Grant & Company | Oct 13, 2015

 |  college recruitment plan, email lead generation, social media recruiting strategy

 

1. Create great content

Effective content marketing starts with great content -- and great content doesn’t feel like great advertising; it feels like the kind of thing that actually grabs your interest and distracts you from whatever it is you're supposed to be doing. We all know that the best publicity is the kind you don’t pay for -- it’s the kind you earn simply by being remarkable at what you do.

So it is with inbound marketing -- you begin by creating great content around the questions that your prospective student most wants answered:

  • Which college in my area is most affordable?
  • How do I decide which colleges to apply to?
  • What are the best hints for writing a college admissions essay?
  • Why should I choose a private college?
  • When should I start prepping for the SAT?

By coming up with the kind of valuable, shareable, findable information that rising juniors and seniors are looking for, you’ll show up on their radar organically by rising to the top of the search engine results with compelling, well-crafted, valuable content.

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The Ultimate Cheat Sheet on Inbound Marketing Methodology

by C. Grant & Company | Oct 09, 2015

 |  college recruitment plan, college recruitment strategy, email lead generation, social media recruiting strategy

What is Inbound Marketing?

Step 1: Attract. Draw them in.

Traditional marketing is outbound -- it’s all about pushing your message out by paying for ads, making cold calls, sending direct mail, and purchasing email lists.

We like to think of it as the crop dusting method. You scatter your message far and wide, and hope it sticks in the right places: that is, that it’ll make it to your target audience.

Inbound Marketing is different. Inbound is all about attracting the attention of your ideal consumer or applicant. It’s about earning your place in their attention.

To attract hummingbirds you plant the kinds of flowers they love in places that are their natural habitat. To attract the attention of the right kinds of students, you’ve got to create the kind of content they’ll come looking for in the places they’ll be looking for it.

How do you attract your ideal applicant? By creating great content, of course -- the kind that’s clickable, share-worthy, and worth coming back for.

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How Inbound Marketing Methodology Has Changed Student Recruitment (You’ll Be Surprised!)

by C. Grant & Company | Oct 07, 2015

 |  college recruiting strategies, college recruitment plan, email lead generation, social media recruiting strategy

What student recruitment used to mean

Cold calls. Bulk mailings. Conferences.

We’re not saying that those things are better left to the past -- but it is important to know that these days, as many as 97% of students initiate contact with the college or university they eventually apply to.

That means they’re looking for you before you’re looking for them. And because they’re looking, you need to be ready to be found.

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8 Simple Tips for Understanding Inbound Marketing Methodology for Education

by C. Grant & Company | Oct 05, 2015

 |  college recruitment

Attract

 1. Know Who You Are, and Articulate it Well

A successful inbound strategy begins with knowing what your institution is all about. What makes your school different from the hundreds and thousands of other schools out there -- what are your distinctives? Don’t try to imitate what it seems like “everyone else” is doing; the inbound marketing methodology will work better for you when you highlight what makes your college or university unique, and when you communicate it well. Don’t rely on boilerplate statements about “dedicated faculty” and “academic excellence” -- sure, you’ve got that, but what else do you have? A compelling and interesting location? Great partnerships for service learning?
 

Inbound Marketing methodology requires that you leave behind the advertising clichés and learn to tell true stories, well crafted, about what marks your institution as distinctively different.

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Why Recruiters Love Inbound Marketing Methodology (And You Should, Too!)

by C. Grant & Company | Oct 02, 2015

 |  college recruiting strategies, college recruitment plan, email lead generation, social media recruiting strategy

Prospective students, proactive students

Today’s consumers -- including prospective students and their parents -- don’t sit back and wait for information to come to them.

Think about it: are you more likely to hang on to and browse through fistfuls of brochures and direct-mail glossies that may or may not be offering anything of interest -- or are you more likely to search online for the answers to your questions and the solution to your needs?
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6 Common Misconceptions About Inbound Student Recruitment Marketing

by C. Grant & Company | Sep 29, 2015

 |  college recruitment

Misconception #1: “Inbound marketing takes way too much time!”

Here’s why that’s wrong:

Yes, it takes time to create and maintain content for a mobile-optimized website and distribute that content on well-designed and responsive social media platforms.

Setting up a successful inbound strategy for enrollment takes a significant investment of time -- but it’s just that: an investment. And the return on investment (ROI) of inbound is very high. According to HubSpot data, an inbound campaign was a remarkable 95x more effective in terms of ROI than a direct mail campaign!

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4 Risks of Not Tracking Prospective Student Online Behavior

by C. Grant & Company | Sep 25, 2015

 |  college recruitment

The vast majority of today’s prospective students -- a whopping 97%! -- are reaching out to the college or university they’re interested in first -- and do much of their own research about the school online and on their own time.

Just 3% of students in this study said that they waited for a college to contact them before getting in touch for more information or to apply.

This means that your institution’s strategy for student recruitment has got to be nimble -- you can’t rely exclusively on old strategies, such as cold-calling and direct mailing. And your admissions team needs to be up-to-the-minute on how today’s college-bound students use the Internet.

The stakes for being out of touch are high. If you’re not up on how rising juniors and seniors are using the web…

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If You Love Apple’s Genius Bar, You’ll Love Inbound Student Recruitment Marketing

by C. Grant & Company | Sep 23, 2015

 |  college recruitment

“Hey mom,” my young son said. “When can we go back to that store with the cool seats and the iPads?”

Just weeks before a huge project was due, my MacBook wouldn’t turn on.

Even though it was starting to snow, I packed my kids and my seemingly broken MacBook into the car and headed for the nearest Genius Bar. The kids happily played with the newest iPads while I chatted with the friendly young man who explained what might have gone wrong -- something rather insignificant, happily -- and quickly got my computer going again.

 After running a few diagnostic checks, he said my (rather old) computer was still running strong, and that everything should be fine.

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10 Quick Tips About Student Recruitment with Inbound Marketing

by C. Grant & Company | Sep 21, 2015

 |  college recruitment

1. Understand what makes your institution distinctive

Today’s prospective students have more options than ever -- from massive open online courses (MOOCs) toward high-quality accredited online education. And they’ve grown up being able to research all their options online. In order to persuade a rising senior that your institution is right for them, you’ve got to offer a coherent and compelling narrative that persuades them that your school could be the right fit.

 
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