Tag: education marketing

Key Insights

• Since Generation Z (Gen Z) is the next generation of non-traditional learners, it’s essential to provide accessible and relevant information to this new generation of life-long learners.
• Two tactics in higher education marketing—Facebook/Instagram Lead Generation and Email Nurture campaigns—can help move prospective students through the funnel and one step closer to applying and registering.
• Facebook/Instagram Lead Generation creates a friction-less conversion point for users at the consideration stage of the funnel.
• Email Nurture campaigns allow you to send personalized, targeted messages to prospects in the consideration and decision phase of the funnel, addressing key decision points in their journey.

Higher education marketing isn’t an easy A—it’s always evolving because the upcoming generation heavily influences the industry. As Gen Z is added to the typical prospective non-traditional student pool, marketing strategies must also change to appeal to prospective students in a relevant and engaging way.

One of the most prominent characteristics of Gen Z is their tech savvy. This generation was born into the interconnected world of the internet, smartphones, tablets, and other smart devices. Digital marketers targeting Gen Z must provide easily accessible information at their fingertips and across social media platforms to compete for their attention.

When first targeting prospective students, universities need to clearly display the attributes that make them different. Once the intended audience recognizes an institution’s brand and starts engaging with their social media and web content, it’s time to shift the strategy from brand awareness to the next phase in the marketing funnel: consideration, and ultimately through to decision (applying) and to registration.

During the consideration phase, the prospective student is more familiar with a school. They may schedule a virtual tour or download a brochure. Students may even start imagining themselves attending—but they aren’t quite ready to commit. Prospective students are likely still researching other schools and weighing their options. During this stage, universities need to provide the information prospective students are looking for. Universities can use first-party data, like past inquiries, to directly target and speak to prospective students in this stage of the funnel.

Facebook/Instagram Lead Generation Ads and Email Nurture campaigns can engage digitally savvy prospective students and move them through the marketing funnel to take the next desired action.

Facebook/Instagram Lead Generation Ads

What is a Facebook/Instagram Lead Generation Ad?

During setup, Facebook gives marketers the option to create campaigns based on objectives (i.e., goals). All campaigns can also be converted to Instagram (73% of Gen Zers actively use Instagram, while only 40% use Facebook).

Universities can select a Traffic campaign if the goal is to send their target audience from Facebook/Instagram to an external URL, like a blog page. This campaign would be most applicable at the top of the funnel.

In the consideration phase of the funnel, Lead Generation campaigns can be a convenient way to convert prospective students. Ads in Lead Generation campaigns look similar to other campaign ads, but instead of linking to a website outside of Facebook, Lead Generation ads send the user to an “Instant Form” directly in the Facebook (or Instagram) platform. Here, the user is prompted to fill out basic contact information.

Then, in the decision stage, when it’s time to focus on driving potential students to fill out applications, marketers can show ads just to people who have completed that lead generation form. It’s best practice to run this campaign with a Conversion objective to optimize for users to take specific action on their site, such as an application.

Why are Facebook/Instagram Lead Generation campaigns relevant?

These campaigns are very user-friendly because the form fills are pre-populated with the user’s Facebook contact information, a feature many Gen Zers have come to expect. In a few seconds, the user can click the ad, retrieve the relevant information, and send over contact information that creates a new qualified lead. It’s that simple. (With some custom configurations, that conversion can automatically input into an enrollment management system like Slate!)

Facebook/Instagram Lead Generation campaigns can also help universities gain more qualified prospects. Users don’t want to give their contact information to just anyone—if they’re submitting their contact information, they probably trust the business.

It’s critical to target a lower-funnel audience to be most effective with this type of ad. Users who are already somewhat familiar with a university’s brand are more likely to be comfortable providing their information if they’re interested in learning more.

How do Facebook/Instagram Lead Generation campaigns produce high-quality leads?

When starting a new campaign, it’s common to feel like many of the prospects that come in aren’t high-quality leads. At first, it will take Facebook and Instagram’s machine learning some time to analyze and make changes to optimize a campaign to attract leads that fit neatly into a target demographic. Don’t be discouraged!

If lead quality is still an issue after a few months, adding the “high intent” feature to forms can help. This feature adds a review screen for users to confirm before submitting a form. Adding this step helps ensure the user is consciously aware that they’re submitting their information. But note, this “high intent” feature is only available for users on mobile devices, so it will limit placements. Before turning this feature on, assess what percentage of impressions and past form submissions are coming from mobile devices.

Email Nurture Campaigns

The second critical tactic to move prospects further down the funnel is an Email Nurture campaign.

What is an Email Nurture Campaign?

In a previous blog post about engaging prospective college students, we define an Email Nurture campaign as “an intentional and strategic set of messages sent to a prospect over a period of time to guide them through the decision-making process to an ultimate desired action.”

These email campaign strategies are built with conversion in mind and are sent to individual prospects directly, not to a bulk list at one time. The prospect’s action will trigger the type of email messaging sent to them. Each action the user takes will determine the next email they receive.

For example, let’s say Ann (Lead A) and Marcus (Lead B) are both interested in studying urban planning and have submitted an online form on a university’s program page to receive more information.

From that form submission, both Ann and Marcus will receive Email #1. Ann opens the email immediately and clicks through some of the included links. Based on her actions in that email, she might receive Email #2a one week later, which gives details about next steps and applying.

Marcus, however, did not interact with Email #1 like Ann did. He deleted it after opening it. Marcus might then receive Email #2b, which contains different content focused on re-engaging him.

Why are Email Nurture campaigns relevant?

According to Statista, 90% of U.S. internet users used email each month in 2019.

As a reminder, the prospective student is already aware of several universities and weighing their options at this point in the marketing journey. Targeted email allows a university to provide interested students with the answers they are looking for before they even search for them.

In a webinar, Blackboard reported that prospective students have new concerns and questions related to the pandemic, including potential economic fallout, changes to the campus environment, and job prospects after college. Prospective students have stated they would like to hear from admissions counselors at least once a week via email.

To address this, higher education institutions can implement an Email Nurture campaign to ensure prospective students are getting relevant information based on where they stand in their journey, in addition to personalized outreach from admissions counselors.

Facebook/Instagram Lead Generation campaigns and Email Nurture campaigns are excellent tactics for engaging with prospective students and providing them with the information they’re looking for, pushing them one step closer to applying to your institution.

Ready to start building a marketing campaign tailored to your ideal prospective students? Search Influence has helped local and national higher education clients create effective campaigns to target prospective students at all stages of the marketing funnel. Contact one of our experts to learn how you can enhance your current marketing strategies.

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This post was updated by Ariel Tusa on September 24, 2020 to reflect recent trends and refreshed statistics. It was originally published on May 2nd, 2019.

Key Insights

• • Make sure your website is an easily accessible tool that prospective students can use to find information.
  • Cater to mobile users by having a mobile-friendly site that loads quickly.
  • Maximize your public relations staff and media contacts for mentions and high-quality backlinks.

Universities have a leg up in search rankings, thanks to the authority of “.edu” domains and brand recognition. However, many university websites aren’t set up to make the most of these advantages, and the added uncertainty of COVID-19 has put a strain on the marketing budgets of organizations around the world. So, what’s an educational institution to do? Maximize the potential of your university’s brand with our seven tactics to improve your search visibility among prospective students!

To market effectively, it’s important to understand the buyer’s journey—or in the case of higher education—the student journey. Online searches are a critical part of the student journey that help people decide where they will apply.

According to a study by Google, 58% of students use search engines to begin their research for higher education.

With that in mind, let’s dive into our seven steps! We’ll take a look at some examples from one of our education clients, Tulane School of Professional Advancement.

1. Mobile Experience: Mobile Experience Must Be on Par With (or Better Than) Desktop

Beginning in the summer of 2018, Google rolled out their “mobile first” algorithm, making your mobile site more important than ever. Sometimes, developers edit websites on a computer without testing them on both a desktop and a mobile device. However, most prospective students will only visit your site on a mobile device. For Tulane SoPA, mobile traffic has increased from just under 43% in 2016 to nearly 75% in 2020.

Many websites end up with a user experience that looks like the “before” image when their design focuses on desktops. When you set your sights on improving the mobile version of your site, you’ll end up with something that’s more like the “after” image. Providing a high-quality experience to mobile users can improve your conversion rates and boost your search rankings.

PRO TIP: Google offers a free Mobile-Friendly Test that reviews the size of graphics and technical elements to assess the user experience on mobile devices. The test’s assessment generates feedback you can pass on to your web development team to review and update your website.

2. Site Speed: Your Site Should Load Quickly

Keep more of your visitors on your site by solving the most common speed issues for websites. Google wants to provide a seamless experience and answer a user’s query as quickly as possible, meaning that site speed is becoming a more important factor for keyword rankings.

This chart illustrates how important your site’s speed is to users. A study by Google equated the cognitive load of waiting for a slow mobile website to be on par with solving a math problem and watching a horror movie… and worse than standing on the edge of a cliff!

On a more positive note, sites with load times under 3 seconds garner the most sessions and peak conversion rates, showing that load time has a real impact on user experience and, therefore, conversion. The ideal load time is 3 seconds or less. Even just improving load time from 3.3 seconds to 2.4 seconds, you can increase your conversion rate by 27%.

Google free Mobile Site Speed Test tool can demonstrate how your site compares to those of other universities. The report generated by the Mobile Site Speed Test estimates how much you’ll speed up your load time by implementing its recommended changes.

3. Content: Should Provide Helpful Information to Prospects (and Search Engines)

Universities often think of their websites as tools for current students and less about prospects. When creating your content strategy, think about where users may be in the student journey—their decision making process—and speak to them at all levels:

• • • Some are just starting to search for answers to everyday problems
    • Some might be further along in their journey, researching options at your school
    • Some may be even further in their journey and are ready to take action and need to find a way to contact you QUICKLY!

Many universities lack specific content for their programs, degrees, and courses, requiring prospects to speak to an advisor to get details. Instead, break down barriers for prospects by assuring this info is easily accessible on the site. As you begin identifying ideal content for a page, whether it’s a homepage or internal page, think about the different ways people consume content:

• • • Skimmers read the headings, bullets, and key stats to quickly make a decision on how to move forward.
    • Swimmers may read some of the sub-content, watch a video, and click onto a deeper page.
    • Divers will read all of the content on the page, watch a video, and most certainly would go to other pages on the site.

Having a dedicated page for a topic also makes it more accessible to search engines, which helps prospects find the information more easily. When building content for your university’s website, use this content checklist:

✓ Does your site have dedicated pages for each program/degree?
✓ Is content crafted to speak to “skimmers, swimmers, and divers” (a mix of bullets, infographics/media, and paragraphs with details)?
✓ Are online and on-campus options clearly stated?
✓ Do you have one-pager downloads that require visitors to input their email address to build a prospect pool for email marketing?
✓ What are the top five questions your front desk and advisors are asked?

4. Optimize for Branded Searches

Branded searches describe searches conducted by prospects that include your school’s name in the query. They may search by name only or with a combination of your name and a degree, major, or academic program. Optimizing for branded search supports prospects who are in the consideration and decision phase of their journey—they’re already familiar with your school and searching for it by name.

Help prospects and students find information more easily when searching for specifics like “Tulane SoPA Tuition” or “Parking on Smith campus” by optimizing for branded searches.

When performing a branded search for your own university, you should see your website. If your site is established, you’re also likely to see “sitelinks,” which are Google’s top suggested pages for users. The Knowledge Panel on the right offers location information from Google My Business, Wikipedia, and reviews from around the web. Of the many parts of the SERP (search engine result page), there are pieces you can and cannot control.

What you can control:

• • • • Your website
      • Info on Google My Business (photos, accurate location data, posts)
      • Content you’ve posted on other websites (YouTube videos)
      • First-party reviews

What you can’t completely control, but can work on:

• • • • Third-party reviews, including Google
      • Third-party mentions
      • Wikipedia (more on this later)

5. Earn Backlinks That Are Relevant to Your Target Audience

Links to your website from other sites are like positive reviews to search engines. Building links supports your university’s website ranking by building authority and relevance. Google uses backlinks to judge if you are a trustworthy and relevant source for a topic. Which websites link to your site is more important than how many. Backlinks from authoritative national sites, like The New York Times or Wall Street Journal, give you national authority in Google’s eyes. Earning backlinks can be a challenge, but approach this tactic with a quality-over-quantity mindset. A strong PR strategy is critical to earn genuine, valuable links.

Any accredited university should also pass the “notability” test and be listed on Wikipedia. If you are established, you likely already have a Wikipedia page. Wikipedia pages can be edited for accuracy and provide links to your website. However, the language should be strictly factual and have a neutral tone.

When authoritative local sites, like a local news outlet, link back to your site, this adds to your local authority.

Sites that are both relevant and authoritative, like a list of the Top 10 humanities programs on USnews.com, support both your relevance and authority even when you are simply on the list and don’t get a backlink! Some lists require payment for inclusion. Here are the key questions we ask when considering paying for placement:

✓ Is it a reputable website?
✓ Does it rank well on Google compared to competitors within its industry?
✓ Does the feature include a link back to your website? (Remember, if not, that’s okay)
✓ Do you get to approve the content that will be listed about your school or program?

6. The Press and Media Are Highly Effective Tools

Media mentions are one the best sources of links and branding. Your university may receive some attention from the media, but you can’t sustain or control this without a PR strategy. Local media sources are often excellent contacts to work with.

The key is finding a strong PR partner—someone who already has relationships in the industry—and a process. Most colleges and universities have enough going on to produce newsworthy stories consistently. With a dedicated PR effort for Tulane SoPA, they are earning an average of five to six media appearances per month. To be successful, you need to frequently communicate with your PR team, as well as ensure that your staff is available for interviews, providing quotes, and more.

Here’s a checklist your marketing team can use for quality backlinks and media mentions:

✓ Wikipedia
✓ Top lists
✓ Partner community colleges, universities, and high schools
✓ Scholarship search websites
✓ Scholarship partners
✓ Local directories
✓ Local media outlets
✓ National media outlets

PRO TIP: When responding to requests for quotes, be sure to include which specific page should be linked to (don’t always choose your homepage).

7. Technical Elements Support Search Success

Key technical settings on your site can help Google understand and process the info on your webpages, which leads to a stronger search presence. Master these four elements:

• • • 1. Your site runs HTTPS and you have purchased and properly installed an ”SSL certificate.” This tells Google and users that any information a user inputs on your site (such as their name, email, or phone number) is being transmitted securely. Google’s most recent version of Chrome calls out non-secure sites more strongly by making the text red, instead of a subtle gray warning.
      2. The robots.txt file is the first file that Google crawlers read when they visit your website. It provides a directory that tells crawlers which pages you want to appear in search results and which you do not. If configured improperly, prospective students may see this in search results. There’s a technical check your web developer can do to assure this setting is accurate.
      3. An updated sitemap hands your list of URLs to Google on a silver platter. HTML sitemaps are good for users and search engines. XML sitemaps are more technical and exist primarily for search engines. While this may sound redundant, you want to take advantage of all of these elements to make it as easy as possible for search engines to index all of your important website pages. Your developer can list your sitemaps within your robots.txt file, which, again, gives Google what it needs to know.
      4. Schema is a technical tactic for labeling your data on the backend of your website to help Google better understand the content. Google can usually understand and parse content easily, but this helps avoid any ambiguity. The simplest example of schema is labeling your address and phone number data. On the front end, it looks the same to the user. On the backend, you’re saying “Hey, Google. I have three distinct locations. This is location one, and this is the address and phone number.” Things get really interesting when you start to mark up more niche types of content on your website, like your course information. Schema.org is your source for the details you need to do this. This can improve your rankings for niche keyword searches because Google can then understand very specific details about your offerings. Leveraging schema markup language can also help you achieve “rich answer snippets,” which is when Google serves up the answer directly to the user in the search result, citing your website as the source.

Here is an example of a very specific search, for which a “rich answer” comes up—this is also often referred to as “Position Zero.” Google is beginning to show more and more of these “rich answers.” Schema markup is the first step to earning them.

PRO TIP: Once you’ve worked on these four technical elements, create a custom 404 Page for your university’s site. When a user lands on a page that no longer exists, they’ll then be taken to a page on your site that can help them find the information they were looking for initially.

Congratulations! With our seven key steps to search success, you’ve officially graduated! Wondering how to take your learnings and apply them to your institution’s website? Download our self-assessment to score your marketing strategies and uncover the opportunities you have to drive leads into and down the funnel!