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Target Students Throughout
The Enrollment Cycle with
INBOUND
MARKETING A publication of
Prospective students now rely on the web as their primary
source of research.
Not only has this changed how school must ge...
This new research process has rendered
traditional marketing efforts like direct mail,
radio, tv, and print ads less effecti...
So how can
institutions
reach
prospective
students?
That’s where inbound comes in.
If institutions want to connect with their audience today,
they have to update the way they...
To attract students,
institutions must provide
them with something they
will love.
ü  A pros and cons template for students to use when
weighing their education options
ü  A list of tips for college admi...
To keep this content relevant
you need to map out:
Who your prospective students are1
2 Where they are in the decision pro...
Luckily, there’s a tool
for that.
Introducing: The Buyer’s
Journey
Introducing: The Buyer’s
Journey
The active research process a buyer
goes through leading up to a purchase.
Introducing: The Buyer’s
Journey
ü Prospect had now
clearly defined and
given a name to
their problem or
opportunity.
ü P...
Notice how well the
Buyer’s Journey
lines up with the
Enrollment Cycle
?
ü What programs do I
want to study?
ü Where do I want to
attend school?
ü Which institution do I
want to apply to?
ü W...
Now
we just
need a
plan of
attack
for
each
stage
of the
journey
1. AWARENESS
!
Blogging, SEO, and Social.
ü Drive traffic to your site by consistently creating
keyword rich content that is specific to yo...
Example
1.  SEO: Intentionally index in search results for
relevant keywords
2.  Blog/Content: Content that contains keywo...
2. CONSIDERATION
Offers, Emails, and Nurturing
ü Gain valuable information from prospects by exchanging
content offers for personal informa...
Example
1.  Blog post: attracts the reader and houses the call-action
2.  Call-to-action to download an ebook: means of tr...
3. DECISION
Emails and Site content
ü Use initial information from readers to send them
additional relevant content that informs thei...
A user visiting your site fort he first time
seed a blog post with the Call-to-action
(CTA) “Download our Free Ebook!”
Afte...
Seems simple
enough, right?
With a little bit of
know-how, and the
right tools, it can be.
Ready to learn more about
how your school can use
inbound t...
presents:
WEBINAR: Increase
Applications and Reduce
Marketing Costs Through
Inbound Marketing.
CLICK HERE
to watch the ful...
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Target Students Throughout The Enrollment Cycle with Inbound Marketing

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The way that students research school has changed drastically over the years, but many marketers have failed to adapt accordingly. Traditional marketing channels like TV, print, and radio advertisements are not only expensive, but also unfocused and ineffective.

To help institutions attract more of the right prospective students, marketing and admissions departments need to get smarter about their digital strategy.

To learn more, signup for our free webinar on July 1st: http://offers.hubspot.com/increase-applications-and-reduce-marketing-costs

Publicado en: Educación

Target Students Throughout The Enrollment Cycle with Inbound Marketing

  1. 1. Target Students Throughout The Enrollment Cycle with INBOUND MARKETING A publication of
  2. 2. Prospective students now rely on the web as their primary source of research. Not only has this changed how school must get students into their admissions funnel, but also how they must market to them throughout the enrollment cycle. The Way People Research Schools Has Changed.
  3. 3. This new research process has rendered traditional marketing efforts like direct mail, radio, tv, and print ads less effective than ever. 86% skip TV ads 91% unsubscribe from email 44% of direct mail isn’t opened 200M on the Do Not Call list
  4. 4. So how can institutions reach prospective students?
  5. 5. That’s where inbound comes in. If institutions want to connect with their audience today, they have to update the way they market and sell.
  6. 6. To attract students, institutions must provide them with something they will love.
  7. 7. ü  A pros and cons template for students to use when weighing their education options ü  A list of tips for college admissions interview prep ü  The Ultimate High School Senior’s Do’s and Don’t’s guide ü  Live webinars to preview a course or lecture Or whatever else your imagination can dream up! For example…
  8. 8. To keep this content relevant you need to map out: Who your prospective students are1 2 Where they are in the decision process 3 What value you can provide them at each of these unique stages
  9. 9. Luckily, there’s a tool for that.
  10. 10. Introducing: The Buyer’s Journey
  11. 11. Introducing: The Buyer’s Journey The active research process a buyer goes through leading up to a purchase.
  12. 12. Introducing: The Buyer’s Journey ü Prospect had now clearly defined and given a name to their problem or opportunity. ü Prospect has now decided on their solution strategy, method, or approach. ü Prospect is experiencing and expressing symptoms of a problem or opportunity.
  13. 13. Notice how well the Buyer’s Journey lines up with the Enrollment Cycle ?
  14. 14. ü What programs do I want to study? ü Where do I want to attend school? ü Which institution do I want to apply to? ü Where should I enroll? ü Do I want to go to college/grad school? ü Do I need a college/ grad school degree? JUNIOR RISING SENIOR SENIOR
  15. 15. Now we just need a plan of attack for each stage of the journey
  16. 16. 1. AWARENESS !
  17. 17. Blogging, SEO, and Social. ü Drive traffic to your site by consistently creating keyword rich content that is specific to your programs, campus, professors, etc. ü This content can live on your website or blog—both of which should be mobile optimized for better usability and SEO. ü Promote this content on social media to attract new visitors who may not find your site via search. Awareness
  18. 18. Example 1.  SEO: Intentionally index in search results for relevant keywords 2.  Blog/Content: Content that contains keywords and valuable information to inform your reader
  19. 19. 2. CONSIDERATION
  20. 20. Offers, Emails, and Nurturing ü Gain valuable information from prospects by exchanging content offers for personal information like name, email address, and intended area of study. ü Use this self-identified data, alongside on-site behavior, to serve additional content via personalized emails. ü Continue to inform prospects throughout their buyer’s journey by providing them with more information and resources that aid in their decision process. Consideration
  21. 21. Example 1.  Blog post: attracts the reader and houses the call-action 2.  Call-to-action to download an ebook: means of transporting the reader 3.  Landing page: capture personal information
  22. 22. 3. DECISION
  23. 23. Emails and Site content ü Use initial information from readers to send them additional relevant content that informs their ultimate decision process. ü Ask for incremental information as you continue to deliver these valuable offers. ü Taylor the content on your website based on this self- identified information, in addition to the actions a contact has previously taken on your site or emails. Decision
  24. 24. A user visiting your site fort he first time seed a blog post with the Call-to-action (CTA) “Download our Free Ebook!” After downloading that ebook, and attending a webinar however, the CTA they see now reads, “Apply Now” Example
  25. 25. Seems simple enough, right?
  26. 26. With a little bit of know-how, and the right tools, it can be. Ready to learn more about how your school can use inbound to increase applications?
  27. 27. presents: WEBINAR: Increase Applications and Reduce Marketing Costs Through Inbound Marketing. CLICK HERE to watch the full recording With Leigh Fitzgerald Education Inbound Marketing Specialist

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