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When two enrollment marketers go walking, the data should do the talking

Posted on Feb 12, 2018

PIPE DOWN, BOB, LET THE DATA DO THE TALKING: So, what is the data saying when it comes to how users are engaging with content, video, and search? Some of this information may go against what you believe to be true, but that’s the funny thing about data – it cannot lie and it isn’t based on gut feelings. Also, while video is a phenomenal marketing tool, it is not always the best format to use for every piece of promotional material.

Why you should care: Your gut feeling probably isn’t right when it comes to this stuff. It has nothing to do with your intelligence, it’s just simply that the way your prospective students are engaging with content varies from year to year – and that will become more and more true as the years go by. All strategic marketing should be based on data and not necessarily solely on what has worked in the past.

GET YOUR CREEP ON: Marketing automation – it’s incredibly helpful and time saving, but are you utilizing it to its fullest potential? Probably not. Here are 4 Ways Marketing Automation Technology Will Continue to Evolve in 2018. One of the biggest takeaways from this article is that trigger emails can be sent based on actions outside of just email opens, clicks, and such. They can be used following social media engagement, display ads, and various other forms of content.

Why you should care: Context and purpose are two of the most important factors when setting up these automated emails. If the content is not connected to the action your potential applicant just took, you may scare them away immediately. Each email should follow a personalized sequence that eventually nurtures a website visitor into an applicant — not ask them to apply in email number one because they clicked a Facebook post.

ARE ALL THE SOCIAL PLATFORMS PLAYING A BIG GAME OF SIMON SAYS: Instagram is the culprit this time, taking the retweet functionality and adding it to their growing, Instagram Stories. It is still in the testing phase, but if and when Instagram expands the test beyond the small percentage of users currently participating, it could significantly expand the reach of brands’, publishers’, and influencers’ organic posts as well as ads in the same way that Twitter’s retweet and Facebook’s share buttons already do.

Why you should care: This new feature will drastically increase the unpaid reach of users who are creating fun and engaging content. This could look like awesome pictures of your university, students, events, and so much more. If an Instagram strategy hasn’t even entered the discussion at an enrollment marketing team meeting, there’s an issue – BUT, also a huge opportunity to interact with potential students who may not have seen your university before.

Topics: Social Media, Content Creation, Content Marketing

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Bringing you a 60-second update on the latest trends in Higher Education Marketing each Monday morning. We stay on top of everything happening out there — the tweets, snaps, blogs, newsblasts, etc. — and bring you a summary of the stuff that is actually worth reading.

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The Guide to Content Nurturing Workflows

In this guide, you will find 9 examples of Content Nurturing Workflows that show you detailed processes that leverage prospective student behaviors that are directly related to the content they are consuming. This data-driven method improves engagement and generates positive applicant conversion results.

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