Digital advertising has evolved into a complex and ever-changing ecosystem. With numerous platforms offering advanced features, students now utilize these channels in innovative ways throughout their enrollment journey. In this dynamic and competitive landscape, it is crucial for your school to have effective lead generation strategies. This presentation reveals the best practices plus lesser-known opportunities to generate and convert leads in 2023. It focuses on popular platforms such as Google, Facebook, Instagram, LinkedIn, and TikTok. This webinar is designed for digital marketers, enrollment managers, admissions officers, and anyone responsible for lead generation in educational institutions. Whether you're a beginner or an experienced professional, this webinar will provide valuable insights to enhance your lead generation strategies.

1. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTING
HIGHER-EDUCATION-MARKETING.COM
Next Gen Lead Gen for Schools:
Digital Marketing Strategies
for 2023

2. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTING
HIGHER-EDUCATION-MARKETING.COM
2

3. ➜ Ask questions in GoToMeeting via the Questions box
➜ This session is being recorded. You will receive the
slides and recording via email in 2-3 days.
A Little Housekeeping

4. Today’s Presentation
1. Digital Marketing Today: Setting & Tracking multiple touchpoints
2. Online Ads: Trends & Optimization for Lead Generation
3. SEO: New options for greater visibility and engagement
4. Social Search: Using social media as a search engine (for Lead Gen)
5. Email: More effective Lead Gen than you might think!
(throughout) Reporting: How do we know it’s working?

5. HIGHER-EDUCATION-MARKETING.COM
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Digital Marketing
Today
● Past: conversions mostly came from separate channel “silos”
● Today: conversions occur across multiple channels & multiple touchpoints

6. How many touchpoints do you see before a
potential student converts to enrollment?
1- 2 3 - 4 5 or more
Poll #1
Not sure

7. Single Channel vs Multi-Channel
1

8. Single Channel vs Multi-Channel
1
4
3
1
2
5

9. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTING
HIGHER-EDUCATION-MARKETING.COM
Understanding Common Channels
▪ Paid Search → users who clicked one of your Google Ads
▪ Organic Search → visitors who found your pages by
searching in Google
▪ Direct → bookmarked or typed URL
▪ Paid Social → users who clicked an ad on Facebook,
Instagram, etc.
▪ Organic Social → users who came from your social media
accounts
▪ Cross-network → users engage with you across multiple
channels/networks/sources before converting
▪ Referral → users who clicked a link from another website
▪ Email → users who clicked from one of your email
campaigns

10. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTING
HIGHER-EDUCATION-MARKETING.COM
Marketing
Lessons
from Hockey

11. DIGITAL MARKETING | MAUTIC CRM | STUDENT PORTAL | CONSULTING
HIGHER-EDUCATION-MARKETING.COM
Website Analytics: Understanding Attribution
Different attribution
models “award”
conversions differently.
Last Click is the norm,
but other models reveal
different insights into
your conversion
touchpoints.

12. First Click Conversion Paths
• Paid Search and Organic Search (such as blog posts) deliver first click
conversions regularly.

13. Data-driven Attribution of Conversions
Multiple Touchpoint Attribution

14. GA4 - Conversion Paths Report

15. HIGHER-EDUCATION-MARKETING.COM
Online Ads for
Lead Generation
● Google Search remains #1 channel for Student Recruitment
● Social Media Ads are becoming more effective here
● The secret to success is …

16. On which platform do you typically advertise
for Lead Generation/Student Recruitment?
Search
(Google)
Social
(FB, IG, LI, etc.)
Poll #2
Other

17. Lead Generation = Top of the Funnel
• Effective lead generation is all about the top of the funnel
• “Lead Magnet” = Make it Easy for them to engage
– Low-impact forms ask few questions
– Higher-value offering raises interest
• School Brochure/Viewbook (PDF)
• Success Stories/Feature Your Alumni (PDF/video)
• A Day in the Life of a … (career discovery)
• Quiz: What’s the right program for me?

18. HIGHER-EDUCATION-MARKETING.COM
▪ Google Search puts your ad in front
of an audience actively searching
& researching
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▪ Ad click goes to a Landing Page
▪ Your Landing Page is a stand-alone web page,
also program-focused to match the ad
▪ No browsing options
▪ Matches website
design
▪ Designed to capture
Lead Info
▪ Will send their lead
info to you in
real-time
▪ Ads are Program-focused:
Business, Economics,
Nursing, etc. –
each have a
unique ad
1
2
3
Google Search Ads still #1 for Lead Generation

19. Next Gen: Social Media Ads for Lead Generation

20. Instant Form is the form
used in a lead ad to obtain
information from the people
you reach via your ads such
as:
▪ Name
▪ Email address
▪ Phone number
▪ Customizable
Social Media Ads → Instant Forms

21. Secret to Success is “Old School”: Follow up!
Follow-up Workflow for a High-level Lead

22. Reporting on Ads

23. HIGHER-EDUCATION-MARKETING.COM
SEO and its Next Generation
● Keyword research and placement in your content & metadata remains key
● “People Also Ask” now drives users’ attention at the top of the screen
● Content Clusters can structure your web pages to be easier to “find”

24. Why Is SEO So Important?
➜ Provides answers to what users are already looking for,
unlike traditional advertising. People are looking to search
engines for information, to learn about every subject
➜ Creates an opportunity to reach your prospects throughout
the different stages of the customer journey
➜ Develops a bond of trust by creating content that answers
potential student questions, which can eventually convert
them into customers
➜ Builds Credibility: SEO is perceived as more credible than
paid advertising

25. 1. People Also Ask
2. Featured Snippet
3. Local Pack
4. Reviews
5. Sitelinks
6. Videos
7. Top Stories
8. Images
9. Twitter
10. FAQs
11. Knowledge Panel
12. Related Searches
13. Google Flights Block
14. Hotel Pack
15. Job Listings
16. Google Ads
17. Shopping Ads (Product Listing Ads)
18. Rich Snippets
https://www.semrush.com/blog/serp-features-guide/
SEARCH ENGINE RESULTS PAGES
Most Common SERP Features Seen on Google

26. https://www.semrush.com/blog/serp-features-guide/
Search Engine Results Page Features
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1. Featured snippet
2. Sitelinks
3. People also ask

27. Rich Results?
https://search.google.com/test/rich-results

28. What Are Content Clusters?
➜ Content clusters are an SEO content
strategy
➜ They are designed to position your
website as an authority for one or many
subjects
➜ Build your content clusters around the
various courses and programs your
organization offers and link with
internal links

29. Easy ukulele
songs for
beginners
Ukulele
strumming
patterns
Easy ukulele
songs for kids
Easy
ukulele
chords
Topic Clusters: Examples
Pillar Page: umbrella term
Subtopics: an aspect of the main idea
How to
play
ukulele
11k monthly searches
1.5k monthly searches 4k monthly searches
6.2k monthly searches
4.3k monthly searches

30. Reporting on SEO: Organic Lead Gen
Acquisition → Traffic by Channel

31. Search Console Shows SERP Rich Results

32. Do you use Content Clusters or
SERP Features like People Also Ask
to boost your SEO ?
Yes No
Poll #3
Not sure

33. HIGHER-EDUCATION-MARKETING.COM
Social = Search
● While Google is still the #1 place to search,
people are starting to use social platforms like
Instagram and TikTok for searches.
● Social SEO is required to be found in Social Search

34. Social SEO
Source: https://blog.hootsuite.com/social-media-trends/

35. Social Search Before Google
Study English in Canada
Younger users find social
media searches more relevant
■ 16-24 year olds use
social media more to
learn about the brands
they want to buy from
than search.
Source: https://blog.hootsuite.com/social-media-trends/

36. Social Search Before Google
➜ Keyword Placement
Using keyword-optimized
captions in addition to
hashtags increased reach
by 30% and doubled
engagement.
Source: https://blog.hootsuite.com/social-media-trends/
https://blog.hootsuite.com/tiktok-trends/

37. Reporting on Social = Search

38. HIGHER-EDUCATION-MARKETING.COM
Email
● Email marketing generates higher Conversion Rates
● Email marketing generates higher Return On Investment
*HubSpot

39. Email - Consideration Stage
✔ Address your audience’s motivations,
questions, concerns, pain points
✔ Keep message brief and worthwhile
✔ Give multiple levels of CTAs
• Helpful resources
• Book a meeting
• Apply Now

40. Email - Decision Stage
✔ Message focuses on competitive benefits,
outcomes, financing options, etc.
✔ Testimonials are valuable at this stage
✔ CTA = Start Your Application
✔ Offer interaction with staff members

41. Reporting on SEO: Organic Lead Gen

42. HIGHER-EDUCATION-MARKETING.COM
Takeaways
● Cross-channel, multi-touchpoint conversions are (more-than-ever) reality
● Social Media Ads are evolving in Lead Gen; Google Ads still #1
● Social Search is eclipsing search engines
● Email follow-up remains a strong conversion tool; brings best ROI
● Reporting in Google Analytics 4 is key to track multiple touch conversions

43. Request a Free Digital Assessment
Start now at www.HEM.agency/assessment
Website Analytics
Best Practices
Opportunities to
improve
Receive our
recommendations

44. Request A Free Assessment
Scott Cross
Regional Manager
514-312-3968 x 117
scross@higher-education-marketing.com
Philippe Taza
Founder and CEO
514-312-3968 x 104
ptaza@higher-education-marketing.com