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.