High demand for enrollment is a clear reflection of a school’s success. That’s why the primary function of any higher ed. institution’s marketing department is to target potential leads and convert them into students. This function is called lead generation and is a crucial part of any university or college.
In your quest to attract more leads which you will then try to turn into enrollments, you must develop effective strategies that will help you succeed.
Read on and dive deeper into the world of lead generation for higher education. From utilizing unique ads in various social media platforms to using chatbots, learn what tools have the most significant value in lead generation for higher education.
The short answer is yes, lead generation is profitable for higher education institutions. Increased lead generation is associated with a higher probability of leads converting to students, which helps boost revenue. Furthermore, the strategies that we will discuss below are cost-effective, thus further helping maximize the profitability of the lead generation campaign you can organize when comparing the profit margins with the expenses.
One can also obtain proof of the profitability through a case study of one of our agency’s clients. After providing our services which include all the best strategies for lead generation, there was a 900% increase in organic leads, a 930% increase in organic traffic, and an over $630k increase in monthly traffic value.
To help you make the most out of lead generation for college and compete with others on the stage of higher education, we have compiled a list of the most effective strategies you can use. Each one tackles the factors upon which lead generation relies. Therefore, consider each one carefully, develop your plan and attract potential students to your higher education institution.
Digital marketing, especially through various social media platforms, has increased significantly in recent years. Your university or college can benefit substantially from using social media ads, as surveys show that one in two Gen Zers and Millennials think such platforms are the most relevant channels for presenting advertisements. Therefore, they are more likely to interact with the ads and help you improve your site’s lead generation.
Lead generation ads are a particular type of digital ad that enable you to collect data about potential customers while simultaneously promoting the school’s study programs, courses, and any events the institute is hosting.
All the major social media platforms offer these ads, including Facebook, LinkedIn, Instagram, YouTube, Twitter, and more. Utilizing these lead ads can improve your site’s conversion rates by allowing students to directly submit their information to you through the ad instead of being redirected to another page. This is just one example of what barriers to conversion you can lower to make your site more user-friendly and decrease exit rates.
Lead ads ensure a hassle-free and time-saving experience for the audience, as well as provide you with basic information that you can use to build up a customer database of potential leads for future correspondence. With a customer database, it will be easier to target a specific portion of your audience and further improve your ads with tailored questions and content that help uncover the preferences of potential students and ensure that you are reaching out to them with the correct information.
In addition, our experts point out that you can effectively use segmentation in Google Analytics 4 for higher education by dividing visitors who have visited your site regarding a specific study program but did not request further information. Then, with the engines’ tools, you can use custom dimensions to understand their behavior compared to the converted leads and notice areas you can improve.
Virtual events are a popular way for institutes to promote their products and services, especially since the COVID-19 pandemic when virtual events became the only feasible alternative to physical gatherings due to government restrictions and lockdowns. Even now, when restrictions have been lifted, there is high demand for virtual events, with the global virtual events market size expected to grow by 21.4% over the next decade.
There are various virtual events to choose from, including virtual open houses, webinars, and live streams, allowing attendees to learn more about your higher education institution, its academic programs, admissions, financial aid, campus life, and more. These events are an excellent tool for lead generation because you can safely assume that the people attending them are interested in the topics discussed and, therefore, in becoming actual students of your institution or partaking in other services.
Utilizing such events is a great way to interact directly with your leads and show them that your college or university would be a good match for them. So, make sure to plan and host the event accordingly, selecting a suitable platform and promoting the event on various social media sites in order to reach your target audience and beyond.
One of the most significant benefits of virtual events is that such events are not constricted to space; therefore, you can generate leads from thousands of miles away without needing any of the two parties to travel. Likewise, you are not restricted to a certain number of people, as would be the case with an in-person gathering. You can have a much larger audience, thus increasing the probability of generating relevant leads that may be converted to actual students without any additional costs.
However, you might encounter challenges as you plan virtual events, specifically keeping your attendees engaged. To overcome such a challenge, you must carefully plan and manage the event to create an immersive experience for each attendee by including various polls, surveys, live Q&As, etc. Such activities will help you gather data about the audience you can use to send invites and keep them updated about upcoming events, thus, generating more precise leads that become enrolled students.
Keeping up with the fast and continuously evolving world of digital communication requires adaptability to new trends. In the context of higher education institutions, this means putting the students first and utilizing all tools that can help them easily navigate through your page and find relevant information about the school.
For example, the global chatbot market is valued at $3.78 billion and is projected to increase by 30.29% until 2027. Therefore, a valuable strategy regarding lead generation for higher education would be implementing advanced chatbots that can help you connect with your audience in online environments. These chatbots help ease your workload—they are programmed to help all website visitors be redirected to the area they are interested in and obtain answers to their questions. Thus, they aid in reducing frustration, providing personalized communication, and improving user experience.
Depending on the exact strategy you want to follow, you can implement various chatbots, such as lead qualification chatbots, booking chatbots, and conversational chatbots. When implementing them for your higher education institution, it is essential to identify the correct use case. Some areas of chatbot use cases that can have a significant impact on lead generation include:
For any chatbot you decide to implement, you must carefully consider the conversation flow and ensure that it best represents your brand and provides all the necessary information about your study programs or courses to build rich engagement with your audience. This way, you can avoid one of the most common challenges that developers face when creating and implementing chatbots—the chatbot’s ability to interpret messages and understand the user’s intention.
Chatbots provide their services 24/7; therefore, your site will be up and running with a unique computer program designed to simulate human conversation, help visitors, and work toward generating leads during and outside of office hours.
Using search engine optimization (SEO) and content marketing is another strategy that can help your higher education generate leads. Through this strategy, you would improve various data points, including the volume of relevant keywords, increasing visibility, and pushing your site and content through the ranking in organic search results.
An essential step in this strategy is researching keywords and implementing them within your site and content in order to attract the right audience. By analyzing keywords and finding relevant ones that match the content in your site and simultaneously represent the areas people are searching for on Google or some other search engine, you can increase your site’s visibility. Furthermore, a higher ranking site on the search engine results is often associated with credibility and trust, which is essential in the process of turning leads into enrollments.
This strategy is also dependent on the quality of the content you produce. Make the most of the visibility gained through the use of keywords and provide valuable information that will ensure the visitors come back to your site for more. Carefully consider the questions your target audience might have and ensure you answer each one, as well as provide opportunities for them to contact you and clarify anything else they need.
It can be overwhelming to stay on top of everything because multiple algorithm changes per year require you to update your SEO strategy. That is why collaborating with professionals in the field who can help you get the most out of your site, such as our agency, is so important. Our award-winning search marketing agency has successfully implemented SEO and content marketing strategies to increase lead generation and enrollment in various colleges and universities.
A study case of one of our clients, University of the Potomac, shows that through our SEO management services, link building, and content marketing, there was a 1,423% increase in organic leads, a 447% increase in organic traffic, and an over $125k increase in monthly traffic value.
Establishing a successful public relations strategy is essential as it helps build your brand’s reputation, thus influencing your lead generation. By creating a positive and trusting image around your higher education institution, combined with all the other strategies listed throughout this blog, you attract leads that have the potential to turn into enrollments.
The primary challenge PR strategists face in the context of higher education institutions is choosing the right message and using their branding to turn qualified leads into students. That is why defining your target audience and presenting a relevant message about your brand when developing your PR strategy is crucial. This way, you ensure that your content is perfectly shaped around your audience and their needs.
Additionally, you must carefully consider the channels and mediums you utilize to reach out and the type of content you post to present the best version of your brand to the public. Such an approach helps you establish a positive brand image as well as generate leads and conversions.
PR strategies should be developed with a long-term goal in mind and managed carefully. You should always be working on nurturing and maintaining a positive reputation in order to allow visitors to take their time in getting to know your branding, understanding your goals and the opportunities you can provide, and finally—trusting your institution.
1. What is lead generation, and how does it apply to higher education?
Lead generation refers to the process of initiating a customer’s interest in your product or service. In higher education, lead generation represents identifying and attracting prospective students to your college or university.
2. Why is lead generation important for higher education institutions?
Lead generation ensures that your higher education institution continues to grow and reach more potential enrollments, which in turn helps with revenue generation.
3. What are some common lead-generation strategies and tactics used in higher education?
4. How can technology and digital marketing be used to support lead generation in higher education?
They can be used to run advertising campaigns that reach the target audience and set up landing pages that help convert website traffic into qualified leads.
5. What are the potential benefits and risks of lead generation for higher education institutions?
The benefits of lead generation include a higher rate of college enrollment, improved visibility, and increased revenue, among other benefits. The risks associated with lead generation are a lack of relevant data and practical strategies, typically caused by one’s lack of understanding of the lead generation process.
6. How can higher education institutions measure the success and ROI of their lead-generation efforts?
To measure the success and return on investment (ROI) of your lead generation efforts, take the monetary growth from your institution, subtract the marketing costs, and divide by the marketing cost. Generally, an annual ROI of over 7% is considered a success.
7. What are some of the best practices for implementing lead-generation campaigns in higher education?
Before implementing lead generation campaigns, ensure you identify your target audience and have a clear long-term goal about what you want to achieve. Gather and analyze data about your audience and, through segmentation and targeting, determine potential students and customize your campaigns to their requirements and needs.
8. How can higher education institutions ensure that their lead generation efforts are compliant with regulations and laws, such as the General Data Protection Regulation (GDPR) or the Telephone Consumer Protection Act (TCPA)?
To ensure that your efforts are compliant with regulations and laws, you must ensure that:
9. How can higher education institutions optimize their lead generation efforts for different stages of the customer journey, such as awareness, consideration, and decision?
They can optimize their lead generation efforts through advertising campaigns encouraging prospective students to engage with their institution. Then, they can use PR campaigns and SEO strategies to boost the consideration stage and push them toward conversion in the decision-making stage with virtual events, content marketing, chatbots, and other tools.
10. How can higher education institutions stay up to date with the latest lead generation trends and best practices in the sector?
Staying up to date is a continuous process; therefore, they should constantly read relevant blog posts and newsletters, attend events in this sector, embrace social media, etc. Alternatively, they can employ capable agencies that are one step ahead in the lead generation game.
A higher education institution needs students to succeed, and lead generation is the best way to reach a broad audience of potential students. Reap the rewards by utilizing strategies that help increase the number of leads and conversions in your college or university.
There are millions of people out there who are looking for all that your institution has to offer. All that is left to do is ensure that you do your best to provide them with opportunities for interaction with your site.
If you still need help with generating leads, contact us, get a free SEO gap analysis from our experts, and discover the full potential of your site. Seize this opportunity and take your institution to the next level!
Co-Founder & CEO
Faton is the Co-founder & CEO of Manaferra and someone who wakes up every morning seeing endless possibilities to progress and help others make a difference, for the better. That thought then translates everything he does to see both the team and clients move forward.
Faton is the Co-founder & CEO of Manaferra and someone who wakes up every morning seeing endless possibilities to progress and help others make a difference, for the better. That thought then translates everything he does to see both the team and clients move forward.
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