Lead Scoring = Lower Cost Per Acquisition

Monday, October 27, 2014

Why is lead scoring critical to universities, who are your most engaged prospects, and why does it matter?  It matters because universities are spending marketing dollars on lead generation, so let’s make sure they are being spent wisely. Despite continuing challenges to the overall economic environment, marketing budgets in the education sector – specifically for lead generation – are on the rise, according to results from the 2010 Lead Generation Benchmarking survey by ForProfitEDU.com and sponsored by Sparkroom. According to the survey, schools are overwhelmingly keeping their resources focused on lead generation activities for 2010. Virtually all respondents indicated that they are planning to increase or maintain their spending on lead generation next year (69% and 17% respectively). Just 7% plan to decrease spending.  How do you define a hot lead?   Nearly half of all B2B marketers (48%) tell Forrester Research that lead quality is a top concern. (Note 1)  Read More

Increase Yield: Develop a Sustainable Communication Plan

Monday, October 27, 2014

How does your institution map out a set of ideas to reach desired strategic goals? By throwing spaghetti on the wall and seeing what sticks? Instead, develop a sustainable communication plan for admissions and retention that incorporates short-term and long term tactical plans to understand which channels are driving your ROI and what levels of engagement create purposeful action with your prospective students.    Read More

Lead Management Strategy: A Holistic Approach

Monday, October 27, 2014

"All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved" Sun Tzu Chinese General. Build a lead management strategy that is not just about the tactics employed to achieve your enrollment goals, instead use a holistic approach through marketing automation to build and nurture your prospect relationships; a holistic activity that spans the prospect's lifecycle: brand awareness, engagement, and application to enrollment. How do you effectively plan?   Read More

Remain Relevant with Advancing Technology Tools

Monday, October 27, 2014

Keeping up with rapidly advancing technology effectively can be challenging. Technology is just a tool. Technology by itself does not produce great results. How do you leverage technology to lower cost per acquisition, maximize efficiency, and increase enrollments? Marketing professionals must learn about, implement and use technology to their utmost advantage as tools for recruitment, enrollment management, and data analysis to achieve best ROI. How do you decide which tools to use? Key takeaways include having a solid process, clear enrollment goals, and frequent testing, then course correction based on analytical findings.  Read More

Measuring Marketing Performance Through Dashboard Metrics

Monday, October 27, 2014

How do you manage what you can't measure? Marketing departments within academia continue to evolve over the years. The emphasis used to be advertising, brand management, and market research. Multi-communication channels are now driving marketing strategy and becoming more complex with the emergence of new media and mobile advertising. Sound marketing decisions should be based on data and market analytics; data that is dissected, extracted, analyzed to drive decision making and actions. You can better manage what you can better understand.

A performance dashboard enables your university the ability to measure, monitor, and manage performance more effectively; view multiple marketing dynamics and arrive at strategies and solutions.   Read More

Four Email Marketing Tactics to Drive Enrollments

Monday, October 27, 2014

Before the dawn of the Internet I used two cans and a string to communicate to my friends.  Communication has changed since the 1970's.  With the growth of email marketing flooding your prospect's inbox how do you stand out above the competition?  What is the most important purpose of your email campaign?  According to a BtoB survey "Email Marketing:  A Legacy Channel Continues to Deliver" 33% use email marketing for customer acquisition followed by 27% used for lead nurturing, 17% for brand awareness.  Four email tactics used to drive enrollments:     Read More

Drive Conversions: Automate Your Email Campaigns

Monday, October 27, 2014

How do you send out your in-house email addresses:  manually, sporadically, or not at all?  Get out of the dark ages:  automate your campaigns to drive conversions.

Why automation?  Automation allows your university to nurture leads, boost engagement and loyalty, and increase enrollment growth by delivering personalized emails that have relevant messaging triggered by prospect and student behaviors.  Get the most out of your marketing resources by saving valuable time and effort with automation technology.  Sophisticated marketing automation programs will allow you to send emails quickly and free up your time for other projects.  5 reasons to automate:  Read More

Five Ways To Jump Start Your Fall Enrollments

Monday, October 27, 2014

What road do you take to find your best prospects?  With fall enrollments right around the corner what strategies are you using to re-engage your in-house leads as well as mine for new qualified prospects? Here are five ways to jump start your fall enrollments:  Read More