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Leah Peters

Recent Posts

Misconceptions About Inbound Student Recruitment

by Leah Peters | Jan 24, 2018

 |  college recruitment

There are some persistent myths out there about using inbound marketing for student recruitment. Here’s why they’re wrong.

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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Convert Your Leads into Applicants

by Leah Peters | Apr 05, 2017

 |  college recruiting strategies, social media recruiting strategy

The writing is on the wall. When a prospective student visits your website and self-selects into receiving communications from your institution, the worst thing you can do is fail to interact with them. 


 

 

 

 

 

 

 

 

 

Remember, they are not just “one more student”, they are about to make one the biggest and most consequential decision of their lives so far—and a significant financial investment too.

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Interesting Content that's Shareable

by Leah Peters | Feb 07, 2017

 |  college recruiting strategies, inbound marketing, social media recruiting strategy

 

Are we pretty safe in assuming that at one point or another, you’ve shared something you read or watched on the internet?

Come on, you know you have. Perhaps you’ve emailed an interesting article to a friend or colleague (the digital version of clipping a newspaper article and mailing it in an envelope!), shared a moving or inspiring image or blog post to your Facebook wall, tweeted an irresistible offer for a free or discounted ebook—or maybe you’ve even shared one of those ubiquitous videos of animals doing something cute. (No judgment here—after all, who can resist cute baby animals?!)

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Handpicked Resources for Higher Education Marketing

by Leah Peters | Jan 24, 2017

 |  college recruitment, inbound marketing

The best of the inbound marketing web, just for you.

We scour the web to bring you the best of the best in marketing ideas and resources. Here are some of the things we’re loving lately:

  1. Seth Godin’s blog

Don’t read and subscribe to Seth Godin for a step-by-step marketing primer – read and subscribe to his blog for daily doses of marketing wisdom that is, often enough, wisdom about life itself. For example, in one post, Godin asks us to reconsider paying “the smartphone tax” (not the one that shows up on a monthly bill):

It might be costing you more than you think.

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Earn Your Audience's Attention with Inbound

by Leah Peters | Jan 17, 2017

 |  college recruitment, inbound marketing

Don’t skimp on the quality just to capture an email address—it doesn’t pay off. Here’s how the best higher education marketers do content offers.

Lead generation strategies in higher education these days are all about inbound marketing.

Inbound is kind of like content marketing, but better—it goes well beyond just offering great content to earn (not buy!) your audience’s attention. It’s also about creating a seamlessly integrated system that prospective students can opt into at any time—allowing you and your team a close look at your leads, which in turn enables you to communicate with them in the right way and at the optimal times.

The hinge on which the success or failure of an inbound marketing lead generation strategy depends is this: content.

Every Instagram or Facebook post, every tweet, every blog post, every aspect of your marketing efforts must move toward one crucial goal:

You want the prospective student (or their parent) to enter their contact information into a form, converting them into a lead.

The way you do that?

Offer great content.

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Blogging For Student Enrollment

by Leah Peters | Jan 03, 2017

 |  inbound marketing, social media recruiting strategy

For a while now, we’ve been hearing pundits proclaim that blogs are dead. People’s attention spans are shorter!

Social media not loyalty to a particularly blog, drives content sharing! We’ve looked at the data, though, and we just don’t buy the line that blogging is dead. Sure, blogging has changed a lot over the years, but the basic format of a blog: essentially, a frequently updated page on your website is a winner for search engine rankings—not to mention an excellent way to share valuable content and communicate effectively with your prospective students. The data on blogging is pretty convincing, too: studies have shown that organizations that blog receive greater than 50% more web traffic than organizations who do not blog!

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Earn Your Way In To the Student's Attention Instead of Buying Your Way In

by Leah Peters | Dec 20, 2016

 |  college recruitment, inbound marketing

Inbound marketing for higher education hinges on this one moment. It’s essential to get it right.

One of the misconceptions we often hear about inbound marketing is that it’s synonymous with content marketing.

This is understandable: both inbound marketing and content marketing are concerned with content, with earning your way in to the prospect’s attention instead of buying your way in, and with creating and promoting a digital presence that generates real buzz and interest.

So both inbound marketing and content marketing begin with content that is valuable and worthwhile—something your target audience would notice, read, and share without your having to pay someone to push it toward their eyeballs.

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How To Boost Student Enrollment

by Leah Peters | Nov 29, 2016

 |  college recruitment, inbound marketing

Diversify your higher education lead generation strategies with the power of Inbound Marketing.  From using social media to creating compelling offers, here’s how to boost student enrollment.

A changing landscape

You don’t need us to tell you that the landscape of higher education has changed dramatically in recent years. The economic downturn, changing educational technology, and shifting regulations have all contributed to a climate of fear and anxiety when it comes to the value of a college degree—are student loans worth it? What can a campus experience offer me that a MOOC or other online course can’t? Is there any value in studying the liberal arts or business in today’s economy?

Additionally, the way that higher education marketers connect with prospective students has changed dramatically. Once upon a time, rising juniors and seniors attended college fairs, riffled through viewbooks, and took calls from recruitment counselors.

These days, the best lead generation strategies for higher education are digital. And by that we don’t simply mean that colleges and universities should have websites and pay for online ads—though of course, having a website is pretty much a non-negotiable.

Instead, when we think of the best lead generation strategies, what rises to the top for us is the strategy known as inbound marketing.

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How to Capture Prospective Students’ Attention Today

by Leah Peters | Nov 22, 2016

 |  college recruitment, inbound marketing

The best lead generation strategies for higher education.

The first secret to generating great leads is this: lead generation begins with a great website.

In higher education these days, it’s all about digital lead generation. Sure, there’s still a place for the glossy viewbooks, brochures, and booths at college fairs, but the growing reality is that most of your prospective students will be looking for you long before you’re ever looking for them.

That’s why for lead generation, your website is key.

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Between Good College Recruiters and Great College Recruiters

by Leah Peters | Nov 02, 2016

 |  college recruitment, inbound marketing

Making sure you’re on the cutting edge of student recruitment marketing.

Between Good and Great

Mark Twain said that the difference between the exact right word and the almost right word is the difference between lightening and a lightening bug.

For our purposes, the difference between good marketing and great marketing is the same: between a bolt of lightening and a lightening bug. Both are pretty incredible, if you think about it, but while a lightening bug captures the attention of a few people for a while, an impressively timed bolt of lightening can really make an unforgettable impression.

Anyone, with enough determination and hard work, can be good at what they do -- but to be great takes something more.

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