Marry You?! I’m Just Here for the Speed-Dating Round!
Traditionally, higher education website lead gathering has gone something like this: “Susie Prospect, fill out my lengthy and detailed web form so that I can market to you.” It may not seem like you’re asking for that much of a commitment, but for today’s prospective traditional student, you might as well pop out the diamond ring and propose in the middle of the speed-dating round. They’re just “playing the field.” They want to remain in control, and that means remaining anonymous for as long as possible. Asking them for more than a name and email address can send them scurrying somewhere else. And they WILL find what they’re looking for somewhere else if you don’t provide it.
From Speed Dating to First Date: The Admissions Marketing Funnel
As good admissions counselors, enrollment professionals and higher education marketers, you’ve been taught that if you don’t know the demographic details of your prospect, you can’t market appropriately and effectively and that your admissions marketing efforts could be wasted. While having demographic details can certainly help focus your admissions marketing efforts, there are general principles that can be applied that will help move these undefined prospects from “speed dating” in general to considering a “date” with your institution specifically. Here are a few suggestions.
- Start Small: Most prospects will trade a name and email address for something they consider valuable. A downloadable e-book, guide or resource that will aid in the prospect’s college search is a great place to start. Note: Make sure it is truly useful information and not just a commercial for your institution.
- Next Step: Once you have a prospect’s email address, you have their permission to market to them. However, this is not the time to “go for the ask!” Continue to provide truly useful and helpful information that will aid them in their college search without asking for anything in return.
- Just a Little More: Once you have delivered several pieces of truly useful and engaging content via email, you’ve earned the right to see if that prospect would like to learn more about YOU. This can be done with a higher-value deliverable that will be attractive enough for the prospective student to be willing to complete a more detailed contact form in exchange. Consider tailoring the deliverable based upon the information you receive. For example, high school freshmen and sophomores might receive a different deliverable than high school juniors or seniors.
The Successful Proposal
By delivering truly valuable material, you have earned your prospect’s trust and built rapport. In return, they’ve entrusted you with more detailed information, and you can now market more specifically to their demographic and eventually “propose” a “committed relationship” with your institution. And you’ll all live happily ever after.
How have you successfully marketed to the anonymous? Leave your comments below.
Want to Improve Your Digital Marketing Results?
Then you’ve got to know how to write for the web. That’s why we want to send you our latest ebook: Writing for the Web: 7 Secrets to Content Marketing Success for Education Marketers!
With this helpful resource from Caylor Solutions, you’ll learn how to:
- Grab your reader’s attention immediately
- Pull your reader’s attention deeper into your content
- Write so that Google (and other search engines) find you easily
- Increase your website’s conversion rates
In short, you’ll be able to write the copy that makes your digital marketing strategy work for you. Download your copy today!
Featured image by ArtFamily via Adobe Stock
I love the idea of providing the student with a how-to guide e-book! It’s always great to positioned as a college resource rather than hard sales.
Thanks for taking the time to comment, Lindsay! Ebooks can be a tremendous help to facilitate educating the buyer in any industry, and as highered marketing goes through its changes, ebooks and information will be a critical tool to build trust and relationship!
Ebooks are also a great way to build lead generation, something that is much better than just buying names.
Bart
These are some great tips. I love the ebooks idea also. I wonder how these would translate into a non traditional vocational school.
George,
Thanks for taking the time to submit a comment. The great thing about the ebook, and inbound marketing in general, is that it is so universal in its approach. There are certainly ways that an ebook would be a great fit for your school. Let’s connect via phone and we can discuss some particular ideas I have after reviewing your site.
Bart