The Educated Marketer

 

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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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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Why Colleges Must Understand Generation Z

by Mark Neal | Dec 20, 2016

 |  college recruitment, Gen Z

 

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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.

 

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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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The College Recruitment Funnel Has Changed

by Leah Peters | Dec 13, 2016

 |  college recruitment, inbound marketing

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.

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What the Most Successful Higher Education Marketers Do

by Leah Peters | Dec 06, 2016

 |  college recruitment, inbound marketing

Here are the top enrollment-boosting lead generation strategies.

Maybe your higher education marketing budget is closer to shoestring than sizable—but that doesn’t mean that you can’t compete with institutions that are able to spend much more on advertising.

Best practices in higher education marketing no longer favor the Goliaths in the field. In a digital age, glossy (and need we remind you, expensive) viewbooks make much less of an impact than, for example, a really great Instagram feed. Nor do millennial students (or, for that matter, their parents!) really want to receive cold calls and direct mail.

That’s bad news for higher education marketers who rely heavily on these techniques—but great news for marketing departments who have big ideas but smaller budgets.

 

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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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The Same Old, Same Old Isn't Going to Work Anymore

by Leah Peters | Nov 16, 2016

 |  college recruitment, inbound marketing

You’ve got to do higher education marketing. But the same old, same old isn’t going to work anymore..

A Hard Sell

The world of higher education is changing fast, and it’s very competitive. Colleges scramble to get in touch with their ideal applicants, and they’re dedicating more and more money to advertising and marketing in order to maintain optimal enrollment levels.

Since the economic downturn of 2008, people have been questioning the value of the enormous investment that college represents. Those of us who’ve been through college understand the value of a college degree. But seeing friends and family members graduate in massive debt and unable to get a job has led some of today’s students to be a bit hesitant.

Additionally, innovations in the way higher education is delivered—massive open online courses (MOOCs), flexible online programs, and more—have pushed institutions to adjust their offerings and services—and to articulate what makes their particular program uniquely valuable and irreplaceable.

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The Greatest New Disruption in Higher Education Marketing

by Leah Peters | Nov 09, 2016

 |  college recruitment, inbound marketing

Inbound marketing is changing the way higher education marketing is done. Here’s what you need to know about it.

Disruption, inbound!

Inbound marketing has been called the most significant innovation in higher education marketing since colleges and universities set up their first websites. So what is it, and why is it so important?

College: a monumental decision

You already know that colleges and universities are always working to maintain optimal student enrollment.

You also know that college is an enormous investment, and involves extensive decision-making that takes time and a great deal of information. Especially in an uncertain economy, where prospective students and their parents may be anxious about whether or not their investment is going to pay off, the college research process has become highly significant.

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