Posting live video for the entire world to see can be intimidating to say the least. But for marketers who know what they are doing, the benefits can be huge. Did you know that Facebook Live videos get 3x the views of other videos on Facebook? Yes, you read that right, triple the views.
Welcome to 2017. Gone are the days of reaching your customers through paper brochures and print ads. Everything is promoted online, for better or worse. The good news is that a social media campaign can be easier on your budget if you know how to reach your consumers. The bad news is that with so many constantly changing media platforms, many people simply don’t know where to start.
Ready or not, we live in the digital age and you either need to adapt or be left behind. But guess what? There’s help on the way!
When we talk about inbound marketing, a lot of the time we point out that the old-school methods of pushing out a message with glossy brochures, mailings and college fairs are simply not as effective as they used to be. But are they worthless?
Take the college fair for example. You may feel like you are spinning your wheels sending reps all over the country to promote your school at college fairs when prospective students have shown that they can hop on your website and get all their questions answered right from their smart phone. And, in fact, 97% of prospective college students have indeed visited a college website on their smartphone.
You’ve worked hard to provide valuable content on your website, how do you plan to drive more prospective students and their parents to your website?
Inbound marketing and an effective website go hand-in-hand. The rise of college websites has made all the difference for prospective students. They went from a world where all the information about colleges was located in the library or in the file folders full of viewbooks and brochures that were handed to them at college fairs to a world where all the information (and much more) contained in those papers was at their fingertips 24/7, first on home computers, and now on mobile devices.
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:
- 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.
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.
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.
Like the generations before it, Gen Z has special characteristics that make
it unique. Understanding these characteristics is essential to higher ed marketers trying to effectively reach this upcoming generation with the right marketing messages and content. If you are banging out messages that aren't resonating with your prospects, you may be missing opportunities to convert those prospects into students.
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.
The most effective lead generation strategies in higher education marketing
Perhaps you know by now that lead generation strategies in higher education marketing have changed—a lot. Gone are the days of the direct mail—44% of direct mail is never opened anyway, and just 1 out of 4 students actually respond to college direct mail—the cold calls, the glossy viewbooks, the college fairs.
Well—that’s not quite true. These time-honored lead generation strategies still have their place. It’s still true that word-of-mouth generates leads like crazy. It’s still true that a meaningful face-to-face encounter with an admissions professional makes a big difference.