killer content offers for higher education
TRANSCRIPT
PRESENTERS:
MeganBysAmandaTower
KILLERCONTENTOFFERSFORHIGHEREDUCATION
WEBINAR|4.28.16
PRESENTERS
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AmandaTower|ContentStrategistSheworkswithclientstocreatecompellingwebcontentanddevelopeffectivemarketingstrategies.
Megan Bys|VPofContentStrategySheleadscontentstrategyandinbound marketingconsultation tobuildnewwebsitesandinnovativemarketingcampaignsforourhighereducationclients.
SUMMARY
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Annualreports.Viewbooks.Directmail.Tiredofthesameoldsonganddancewhenitcomesto#higheredmarketing?Weare,too.
Duringthenexthour,we’llcover:
• Whataredigitalcontentoffers?
• Howdoweusethemeffectivelyinhighereducation?
• Whatworksbestfordifferentaudiences?
• Howdoweusethemtonurtureleadsthroughthefunnel?
#TBT
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#MAIL#VINTAGE
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WELCOMETO2016
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ofInternettrafficwillbevideocontentwithinthenexttwoyears
ofcommunicationswillbevisualby2018
ofstudents usedsocialmediawhendecidingtowheretoenroll
Inbound marketingpracticesproduce
moreinquiresthantraditionalmarketingpractices
CON-TENTOFF-ER
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Ahigh-valuepieceofdigitalcontentthatpromotesyourinboundmarketingandrecruitmentefforts.
• Addresschallengesyouraudiencefaces.10TipsforChoosinganMBAProgram.• Buildreciprocatingrelationships.“Yougivemeyourcontactinformation,we’llprovidethiseBook.”’
• Helpnurtureleadsthroughtheirdigitalenrollmentjourney.
THESHORTLIST
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• Calculators• Checklists• ContestsandGames
• Courses/VideoTutorials• Ebooks• How-To’s• InteractiveInfographics• Quizzes
• ResourceKits
• SlideShare Presentations
• Templates
• Webinars
• Whitepapers• Worksheets
• Viewbooks
Inbound Funnel
Attract | TOP OF FUNNEL (TOFU)
Users in the Attract phase are just getting to know your brand. Content offers should be used to bring more qualified prospects to your website and collect enough information to begin conversations with them.
GOAL: INQUIRIES
REQUEST INFO > EXPLORE OUR PROGRAMS > DOWNLOAD AN EBOOK > LEARN MORE > READ OUR BLOG >
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Convert | MIDDLE OF FUNNEL (MOFU)
Prospects in the Convert phase have taken an interest in what you have to offer. They may have downloaded an eBook or submitted an RFI, but you’ll need to continue the engagement to turn that prospect into an applicant. Content offers will be key in driving that conversion.
GOAL: APPLICANTS
CONTACT US > MAKE A GIFT > ATTEND AN EVENT > VISIT CAMPUS > APPLY NOW >
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Delight | BOTTOM OF FUNNEL (BOFU)
Users at this point in your inbound marketing funnel have completed an application. They may be a student, but recruitment is never done. Continue engagement with users at this point in the funnel. Delight them with on-going communication and content offers that address their unique needs and interests.
GOAL: STUDENTS
SUBMIT DEPOSIT > REGISTER FOR CLASSES > LIKE/SHARE/FOLLOW > GET INVOLVED >
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RE-AUTOMATE
ATTRACT
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TOPOFFUNNEL(TOFU)
DIGITALENROLLMENTJOURNEY
HIGHSCHOOLHENRY
• Ismyprogramofinterestavailable?
• WheredoIwanttolive?(location)
• Whatcollegeistherightfitforme?
• HowwillIfinancemyeducation?
• WhatoutcomeswillIseefrommyprogram?
• Isthereearlydecisionavailable?
• What’shappeningoncampus?
• Aretheretoursormeetupsavailable?
• WhatclasseswillItakemyfirstsemester?
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ATTRACT|TOFU CONVERT|MOFU DELIGHT|BOFU
CTA:INQUIRE CTA:APPLY CTA:ENROLL
BLOGS
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BLOGS
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30DAYRESULTS:AveraginganewTOFUinquiryeachday!
EBOOKS
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EBOOKS
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EBOOKS
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VIEWBOOK
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VIEWBOOK
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ATTRACT:TOFUSTRATEGIES
• Castawidenettocapturesearchesaroundrelevantkeywordsandtrendingtopics
• Leverageblogcontenttogenerateinquiriesthroughclearcall-to-actionbuttonsandRFIforms
• Earntrustwithaltruistic,highvalueresourceslikeeBooks,tipsheets,checklistsandkitsthatmakeprospectivestudents’searcheasier
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CONVERT
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MIDDLEOFFUNNEL(MOFU)
DIGITALENROLLMENTJOURNEY
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HIGHSCHOOLHENRY
• Ismyprogramofinterestavailable?
• WheredoIwanttolive?(location)
• Whatcollegeistherightfitforme?
• HowwillIfinancemyeducation?
• WhatoutcomeswillIseefrommyprogram?
• Isthereearlydecisionavailable?
• What’shappeningoncampus?
• Aretheretoursormeetupsavailable?
• WhatclasseswillItakemyfirstsemester?
ATTRACT|TOFU CONVERT|MOFU DELIGHT|BOFU
CTA:INQUIRE CTA:APPLY CTA:ENROLL
GUIDE
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GUIDE
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WEBINAR
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WEBINAR
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CONVERT:MOFUSTRATEGIES
• Leveragecontentofferstofullyqualifyyourinquiries
• Addadditionalformfieldstoobtainmoreinformation(AnticipatedStart,Company,Title,EducationHistory)
• Showcaseoutcomeswithimpactfulvisualcontentoffersthattellyourstory
• Continuetoserveasaresource,answerquestionsandalleviatebarrierstoapplication
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DELIGHT
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BOTTOMOFFUNNEL(BOFU)
DIGITALENROLLMENTJOURNEY
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HIGHSCHOOLHENRY
• Ismyprogramofinterestavailable?
• WheredoIwanttolive?(location)
• Whatcollegeistherightfitforme?
• HowwillIfinancemyeducation?
• WhatoutcomeswillIseefrommyprogram?
• Isthereearlydecisionavailable?
• What’shappeningoncampus?
• Aretheretoursormeetupsavailable?
• WhatclasseswillItakemyfirstsemester?
ATTRACT|TOFU CONVERT|MOFU DELIGHT|BOFU
CTA:INQUIRE CTA:APPLY CTA:ENROLL
WHITEPAPER
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WHITEPAPER
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WHITEPAPER
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EVENT
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EVENT
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DELIGHT:BOFUSTRATEGIES
• Focusonofferingsthatcontinuetheconversation(bothonlineandoffline)
• Introducenewformsofengagementwithhigh-touchofferingsliketours,meetupsandcoffeechats
• Createcontentoffersthathelpprospectivestudentsseethemselvesonyourcampusorinyourprogram
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TAKEAWAYS
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Inbound Funnel
Attract | TOP OF FUNNEL (TOFU)
Users in the Attract phase are just getting to know your brand. Content offers should be used to bring more qualified prospects to your website and collect enough information to begin conversations with them.
GOAL: INQUIRIES
REQUEST INFO > EXPLORE OUR PROGRAMS > DOWNLOAD AN EBOOK > LEARN MORE > READ OUR BLOG >
1
Convert | MIDDLE OF FUNNEL (MOFU)
Prospects in the Convert phase have taken an interest in what you have to offer. They may have downloaded an eBook or submitted an RFI, but you’ll need to continue the engagement to turn that prospect into an applicant. Content offers will be key in driving that conversion.
GOAL: APPLICANTS
CONTACT US > MAKE A GIFT > ATTEND AN EVENT > VISIT CAMPUS > APPLY NOW >
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Delight | BOTTOM OF FUNNEL (BOFU)
Users at this point in your inbound marketing funnel have completed an application. They’re a student, but recruitment is never done. Continue engagement with users at this point in the funnel. Delight them with on-going communication and content offers that address their unique needs and interests.
GOAL: STUDENTS
SUBMIT DEPOSIT > REGISTER FOR CLASSES > LIKE/SHARE/FOLLOW > GET INVOLVED >
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RE-AUTOMATE
TIPSFORGETTINGSTARTED
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• Startwithagoal.Dowewanttogeneratemoreinquiries?Arewelookingtodrivemoreapplicationcompletions?Shouldwefocusonmeltprevention?
• Recycle,repurpose,reuse. Timeisalwaysoftheessencewhenitcomestomeetingyourenrollmentgoals.
• Testoutanoffer. Testoutacontentofferortwoatvariousstagesofthefunneltoseewhatworksbestforyou.
Needhelpwithstrategyandexecution?Contactus.
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MeganBysVicePresidentofContentStrategy
Thankyou!
AmandaTowerContentStrategist