Let's begin with first things first. Apologies for the informal language that you may encounter in the blog up-ahead.
Just a small effort from us to keep the blog - podcast-friendly for our higher education agents who are always on the go.
The economy is merely picking up the pace amid the global pandemic turmoil & second wave of COVID-19.
Whether having a small, medium or large international education agency, industry players would concur that travel ban/restrictions have brought the higher education market to a standstill.
While others, whose higher education marketing efforts are going in vain, might support the notion that the higher education market is saturated.
But, come to think of it, how much is it true?
Is The Higher Education Market Saturated Due To Global Pandemic?
Are There Ways To Improve & Excel In The Higher Education Marketing Leading To Student Recruitment?
The answer is YES.
Let's do a reality check with 2 questions?
First. Have Students across the Globe Stopped Studying?
No. Digital transformation paved the way to streamline the entire student curriculum to be delivered with online classes.
Second. Should you put a halt to all your Online Education Marketing Efforts?
Again, a big NO.
If you have put a full stop to your efforts, it is only going to decrease the number of leads and will adversely affect your brand visibility, revenue generation, and overall business.
Lead generation is directly proportional to two things, viz.
i) relevant traffic which your site attracts &
ii) your ability to covert target audience into leads.
Lead generation happens in the Awareness & Interest stage of a Sales Funnel whereas, your marketing efforts help to convert leads through the Decision & Action stage.
So, here are a few tried & tested education marketing tips for agents to increase the number of leads resulting from online marketing channels & campaigns.
Google Analytics (GA) will help you to understand the traffic & behavior pattern of visitors on your site.
It gives you a clear picture of the lead generation strategies working in your favor and otherwise. The key goal is to monitor key performance indicators and get in line with your business goals.
On-page search engine optimization is all about keeping your content up to date with target keywords used by visitors to help you rank your site on the web. Optimizing the page metadata, titles, including H1, H2,..tags, etc.
Off-page SEO helps you to generate qualified leads from a reputable source via link building. Each relevant & good link will add authority to your site, which in turn moves up your rank as well as more traffic.
Content strategy, development, and publishing should be done in accordance with your target audience. Try & test producing content for various online media such as blogs, press releases, newsletters, videos, infographic, email campaigns, etc. You must ensure that the content is user-oriented, high quality, keyword-driven, etc.
Derive your social media strategy via numerous platforms such as Facebook, Instagram, LinkedIn, YouTube, etc., to engage and interact with your target audience.
You'll need to structurally place your content as per the social media channels, for example - informative blogs, CTA-driven videos, etc. At last, track your social media metrics to identify which channels produce more leads and then concentrate even more to generate more leads.
Upgrade, update, and do whatever it takes to simplify the design of your website or make a mobile-friendly site that is even better. Try to instill a strategy that places your content, marketing & advertising seamlessly.
More importantly, ensure that your content placement is easy for a new or repeat visitor to navigate and end their search quickly. Surprisingly, an appealing design can boost the lead and registration conversion.
Online advertising can pave the way for driving massive traffic to your site if done in the right way. However, one thing to keep in mind is that online advertising such as PPC (pay-per-click), CPM (cost-per-impression), etc.
works fine as long as they are backed up with a budget. In other words, it just increases the flow of users as long as the ad is paid-run. It won't be that effective once you stop infusing money or let it run organically.
Not every one of your customers, student, or site visitor would be on the same page or looking for the same services. Some students might be up to checking universities to study in Australia, while others may be looking to secure OSHC for Australia (Overseas Student Health Cover).
Your marketing efforts should segregate the leads as per the sales funnel stages. Additionally, whether it's the content, advertise, or marketing - it should address the query your prospects have in mind and provide appropriate & relevant information.
The best way to increase your conversion rates is by performing A/B testing within your marketing activities. Don't be afraid initially to roll out, let's say, 30 to 40 ads per month. Pick from here and see what's working and what is not.
Run an A/B test on all the CTA's, whether placed on the landing page, videos, etc., and further track it & optimize it to increase your conversion rates. Implementing conversion rate optimization (CRO) tactics will also help in producing more leads.
You constantly need to track & analyze which of your lead source convert at the highest rate. KONPARE eases the lead generation and lead conversion for higher education agents looking to break the market saturation.
Besides, all these online education marketing tips will help you to tap & secure study abroad prospects. Irrespective of whether the higher education market is saturated or not, following the above listed online marketing tactics will surely help to increase the number of leads & conversion rates.