Selecting a higher education provider is a highly personal experience and marketing to this tech-savvy, millennial cohort is no small task.
Unsurprisingly, marketing automation has really found a home in this sector, empowering higher education marketers with the ability to personalise and effectively manage their multichannel engagement in order to attract and retain prospective students.
Whether for a university, TAFE, vocational or trade school, marketing automation is the key to understanding the prospect to student lifecycle, building relationships that work and increasing enrolments in a highly competitive market.
So how, exactly, does marketing automation help?
1. Identifying the “right” leads
It’s all about targeting the right prospective students! Marketing automation uses forms and landing pages to harvest lead information; and lead scoring and grading to profile and segment your prospects to allow for greater personalisation down the track. From here, activity tracking helps to understand how these leads are engaging with your content and the best way to follow up with them.
2. Nurturing your leads
Knowing who you are talking to goes a long way to informing the creation of campaigns that most effective nurture a relationship with a prospect. Creating timely and well-structured campaigns will prevent “cold leads” slipping through the cracks.
Like all consumers, prospective students need to be guided through the funnel, but in this case it is an enrolment funnel. In order to do this most effectively, your interactions with leads must be strategically informed and personalised to generate return on your marketing automation investment.
3. Greater multi-channel efficiency
To keep up with a millennial market, you have got to be proficient across all channels, all the time. Marketing automation helps marketers be more effective by automating specific tasks, most often: email and social media activity.
When dealing with this particular target market, presence and consistency on social platforms is really important; this technology allows marketers to schedule and simultaneously post updates to multiple accounts and extract useful insights into audience engagement behaviours.
4. Better email campaigns
Email and the student population go hand in hand; it is the best way to communicate information with this group. Marketing automation turbo charges this interaction with greater personalisation of content, thus giving leads what they want and perhaps need to get them through the enrolment funnel.
Create tailored email content to speak to different prospective student segments; schedule emails, recycle content for different user groups and then access metrics to monitor hand measure engagement behaviours.
5. Metrics and insight
Marketing automation’s in-built metrics and reporting means you greater insight into campaign and content performance so marketers can fine-tune their efforts in ways that shorten the recruitment cycle and increase enrolment and revenue.
One of the best things about marketing automation software is it lends itself to integration with existing CRMs and in doing so encourages better alignment between marketing activity and admissions.
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