The Educated Marketer


3 Online Recruitment Marketing Metrics

by Leah Peters | Sep 21, 2016

 |  college recruitment, inbound marketing

Which numbers matter in digital student recruitment -- and which numbers you can ignore.

Why metrics matter

Too many professional marketers would rather think that great results are more a question of luck than strategy -- but that’s not the case at all. Gone are the days of rolling out a campaign and crossing your fingers. These days, marketers can use real data to figure out what marketing strategies actually work, and which ones don’t

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Useful Resources on Inbound Marketing that You'll Love

by Leah Peters | Sep 12, 2016

 |  college recruitment, inbound marketing

We've searched the web for the content that’s worth taking a look at. Give these links a moment of your time -- and up your marketing game!

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!

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Everything You Need to Know About Using Snapchat for Recruitment

by Vicky Lynch | Aug 31, 2016

 |  college recruitment, inbound marketing

At this point, you are probably feeling pretty confident about how to use various social media sites like Facebook, Twitter and Instagram in your inbound marketing efforts.

What about Snapchat?

Snapchat is an app that can be downloaded to an iPhone or android device. The user can then chat with friends through pictures, images and captions. Kind of like texting but with pictures and video. And it’s spread like wildfire.

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The What, Who, How and When of Recruiting Students Online

by Leah Peters | Aug 29, 2016

 |  college recruitment, inbound marketing

What a great online student recruitment strategy looks like now.

Online student recruitment isn’t just about the strategic placement of ads. It’s not about having a great website and a couple of blogs. It isn’t even about being active on Facebook, Twitter, and Instagram.

Sure, all those things are a part of the plan. But student recruitment success requires more than these things.

Student recruitment success requires strategy.

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Is the College Fair Dead?

by Vicky Lynch | Jul 27, 2016

 |  college recruitment, inbound marketing

 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.

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How Successful Companies Are Changing What Advertising Means

by Leah Peters | Jul 22, 2016

 |  college recruitment, inbound marketing


How the most successful companies are changing what ‘advertising’ means.

Just because your college or university has a marketing budget that’s closer to “shoestring” than “sizable” doesn’t mean that you can’t compete against larger institutions with bigger checkbooks.

As industry-leading blog HubSpot put it, the marketing strategy we call inbound marketing methodology “helps level the playing field for marketers with less budget, and more brains.”

Even if you’re lucky to have abundant marketing funds at your disposal, you can learn a lot from companies big and small that leverage the power of inbound to see their sales grow.

Here are some of the ways successful companies are using inbound marketing:

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What Should Your Marketing Conversion Rates Be?

by Vicky Lynch | Jul 20, 2016

 |  college recruitment, inbound marketing

One of the benefits to inbound marketing is that the converted leads generated tend to be a higher quality than those of traditional marketing. According to Marketing Sherpa, in the education field, whether you are generating traffic through emails, advertising or social media, typically 8% of website visitors on average are converted into applicants.

The stakes in higher education marketing are high. After all, an education is one of the largest expenses and biggest investments a person will make in their lifetime.

So how does your conversion rate stack up to the industry average? If your rate is low, you can work to improve it through Conversion Rate Optimization (CRO), the method of using analytics to convert more web visitors into leads, and by implementing a couple other relatively easy fixes.

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How Risky Is Too Risky When It Comes to Higher Education Marketing?

by Vicky Lynch | Jun 29, 2016

 |  college recruitment, inbound marketing, branding

A recent Inside Higher Ed article examined why many college brands are so similar to each other. It seems that when many universities launch a re-branding campaign, they often times miss the mark, focusing on how they want to be perceived versus what they really have to offer their students. And when they focus on how they want people to see them, they end up sending the same message as many other universities.

In this brave new world, where old marketing tactics like billboards, glossy brochures and college fairs are falling flat, colleges and universities face an increasing need to redefine what makes them unique.

And in some cases, that may mean taking a risk.

But be careful—if you go too far, many marketing risks and rebrands backfire, breaking trust with students and alumni.

So, what steps can you take to minimize risk?

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Is Your Institution Ready for Inbound Marketing?

by Vicky Lynch | Jun 21, 2016

 |  college recruitment, inbound marketing

Once upon a time, not long ago and not far away, college and university admissions professionals could rely on a handful of tried-and-true marketing methods; glossy brochures, recruiter phone calls, magazine ads and of course, the college fair. In this bygone era, the goal of higher education marketers was to push the word out by every reasonable means, including advertising in print and on billboards and television, hoping the message would stick.

But those days are gone.

Now we live in a world where the prospective students are digital natives, meaning they have never lived in a time when what they needed to know wasn’t available at the touch of a button or the swipe of a finger. Now college marketers are fighting a seemingly losing battle for students’ attention. Inbound marketing is the way to gain the attention back.

Inbound marketing is here, are you ready? Take our quiz.

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20 Ways to Drive Traffic to Your Website

by Vicky Lynch | Jun 15, 2016

 |  college recruitment, inbound marketing

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.

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