The Educated Marketer

 

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

When Does the Admissions Funnel Really Begin?

by Leah Peters | Oct 26, 2016

 |  college recruitment, inbound marketing

There’s way more to inbound marketing for higher education than a blog and a Twitter account.

The First Moment of Truth

In Brian Solis’ book The End of Business as Usual, he discusses the fact that prior to the dawn of the digital age, marketers had a great deal of control over when and how potential customers -- for our purposes, prospective students -- first encountered your brand. It might have been when they walked past your product in a brick-and-mortar store. It might have been when you sent out direct mailings -- like that glossy viewbook.

For colleges and universities, the situation has always been a little different -- for many schools, reputations precede the moment of first encounter. Even then, though, prior to the digital age, higher education marketers had much more control over what prospective students and their parents heard about your institution, and from where, and when.

Read More

Get Your Inbound Marketing For Higher Education Game Going

by Leah Peters | Oct 19, 2016

 |  college recruitment, inbound marketing

Just getting started with inbound? You may be wondering, “how is this different from advertising?”

Let’s be clear: inbound marketing does not equal advertisements. It’s a different plan altogether.

We like this post by Scott Lambert that gives a comprehensive overview of inbound, and, most importantly, shows its relevance to anyone who’s trying to reach a market with any kind of message or product:

You don’t have to make your living in the business of marketing to benefit from a comprehensive, well-executed inbound marketing strategy. And you don’t have to be a sales professional to understand the necessity of having an effective sales strategy. But, you do need to have a basic grasp of the differences between inbound and outbound marketing in order to help increase your sales and revenue.

Ready to learn more? We thought so. Here’s a good place to get your inbound game going!

Read More

What Highly Effective Higher Education Marketers Do

by Leah Peters | Oct 11, 2016

 |  college recruitment, inbound marketing

What the best higher education marketing professionals do…and how you can learn from their practices.

No doubt about it: marketing’s an art. What takes off and what doesn’t sometimes depends upon unseen and untraceable factors.

But highly effective marketers know the habits of mind, life, and work that set their feet on the path to success. Here are seven habits of highly effective higher education marketers:

Read More

What Makes or Breaks a Higher Education Marketing Campaign?

by Leah Peters | Oct 04, 2016

 |  college recruitment, inbound marketing

There’s good news and bad news about what makes or breaks a higher education marketing campaign.

The college decision-making process has changed for prospective students and their parents—while many higher education marketing strategies have remained just as they were in the days of snail mail and un-ironic vinyl records.

Today’s college students are far more likely to initiate contact with the colleges and universities that they’re interested in.

Did you catch that? Your prospective students are likely to know about you before you know about them.

It’s scary—and exciting.

Read More

Five Qualities That Set Great Student Recruitment Marketing Above the Rest

by Leah Peters | Sep 27, 2016

 |  college recruitment, inbound marketing

The traits that put great marketing head and shoulders above the rest.

You already know that traditional advertisements are less effective than ever, particularly among the populations that higher education marketing professionals are trying to reach. They’re reaching for their phones 1,500 times per week and toss bulk mailings into the recycling bin without a second glance. Paid sidebar ads? They install blockers or tune them out.

These days, people are more likely to rely on the collective wisdom of people in their social networks than on the marketing copy that comes their way. Prospective students, their parents, and savvy marketers know that what a company or institution says about itself is less important than what other people are saying about it -- particularly online.

Read More

Subscribe for Updates

Recent Posts