The Educated Marketer

 

Leah Peters

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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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Using Inbound Marketing for Student Recruitment

by Leah Peters | Dec 13, 2017

 |  college recruitment

How to use this dynamic new marketing tool, which disrupts traditional marketing and lets colleges and universities attract students, parents—and applicants—reach their enrollment goals.

Inbound marketing is a technique tailored to the needs of contemporary consumers.

Most of us stream TV shows and movies, use DVR to speed through advertisements, block pop-up ads, ignore sidebars, avoid advertisement links, and drop direct mail in the recycling bin. Clearly, it’s time for a change.

The situation is no different when it comes to student recruitment. Anyone with a junior or senior has experienced the deluge of unsolicited college marketing materials filling the mailbox—and the recycling bin.

Unsolicited mailings are an example of traditional marketing—or what savvy marketers are now calling outbound marketing. Outbound marketing pushes content out: it cold-calls, buys email lists and ad space, and, in today’s crowded media landscape, often has to shout (or pray!) to be heard.

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Generate Leads and Increase Applications

by Leah Peters | Sep 06, 2017

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

Learn how to implement inbound marketing methodology to generate leads and increase student applications.

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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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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The Engine that Drives Inbound -- Great Content

by Leah Peters | Feb 14, 2017

 |  inbound marketing, social media recruiting strategy

 

We’ve reached the point where we need to talk about the engine that drives inbound—great content.

By now, you understand that inbound marketing is about drawing prospective customers in rather than pushing your message out. You understand that it’s about creating an inviting virtual space and extending a hand for leads to get in touch and stay in touch. You understand that it’s about listening as much as (or more than!) you speak, understanding what your prospective students are looking for and where they’re looking for it, and here’s where we reach the question of content: what is it, and what makes it great?

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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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The Creation of Great Content Is Not An End In Itself

by Leah Peters | Dec 27, 2016

 |  college recruitment, inbound marketing

Develop a plan for unrolling great content.

As part of your inbound strategy, great content is what you use to draw prospective customers in, attracting and delighting them enough that they’ll be willing to share some of their contact information with you, allowing you, in turn, to continue offering them ever more tailored and timely content appropriate to their needs and interests —nurturing these leads in a highly informed and strategic manner. Great content is great—but only if it is actually motivating people to opt in to continued communications with your marketing team. So as you work toward creating great content, make sure that you keep the end goal in mind from the beginning.

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