Are you paying enough attention to Instagram?

Most recruiters have learned to make good use of social channels to reach and engage prospective students. But social is a pretty fluid space, and the popularity of individual platforms shifts regularly. Yesterday’s must-attend online spaces can sometimes feel a bit too “yesterday,” and the rules of engagement between brands and students are often in flux as well.

Instagram user base by country as of April 2018. Source: Instagram, Statista

Instagram user base by country as of April 2018. Source: Instagram, Statista

For marketers, this means that social media strategies need regular tune-ups to keep pace with fast-moving and mobile audiences. And these days there is no better example of this than Instagram, a photo and video-sharing service that was first launched in 2010 and subsequently acquired by Facebook in 2012.

In the years since, all Instagram has done is grow – and explosively at that. By late 2017, the service was reporting a base of 800 million registered users and an astonishing 500 million daily users.

Growth over the last two years has been especially dramatic – with the user base growing from 500 million in June 2016 to 800 million just over a year later – and this has put the platform squarely on the radar of recruitment marketers.

Continue reading on ICEF Monitor.

Don’t drown in your leads! Here’s how Drip Marketing has got your back.

Drowning hand in need of saving

Having a solid structure to narrow down leads for conversion is the ideal marketer’s goal, they say.

 

What’s the problem with how B2B marketers are getting leads?

As a B2B marketer, very little can beat the feeling of having a multitude of leads flowing into your marketing system and utilising the hours of effort and energy spent into the success of the campaign. In fact, many other B2B marketers participate in and are completely engrossed in the marathon of accomplishing online lead generation goals. From here, it’s safe to agree that this is a very good thing, essentially being every marketer’s dream coming true. Despite that, too many B2B marketers today fail to address several crucial questions regarding these leads – what is the next course of action for these leads? Depending on the magnitude of these leads, what is the average lead response time?

Reaching out to a large audience using marketing

Now, let’s take a look at how time and leads work together:

  • Responding to leads within 1 hour contributes to a 7 times greater chance of earning a response.
  • Opportunities to contact with leads drop dramatically by the first 30 minutes.

In marketing, being too slow can cause perfectly good deals to slip through the cracks if they aren’t attended to quickly. To make matters even worse, a study from InsideSales.com reports that 35-50% of sales are rewarded to vendors that respond to leads first. It’s not a nice thought to jump out of the frying pan into the fire.

 

Okay, so what are we doing wrong?

In B2B marketing, sending responses to leads and closing them swiftly is absolutely key to a successful business. Without a solid structure in cutting down the large collection of leads, it could bring up trouble within the team and company. Marketers should also keep in mind that the potential of these leads can also deteriorate fast over a short period of time.

However, even today, a staggering 40-50% of sales leads are never followed up on and only 26% of companies take means to respond to inquiries in the first five minutes.

 

How does Drip Marketing come into the picture?

With mass leads flooding the system, the wisest decision to uptake is not only to respond to them as quickly as possible but also to consider how they are addressed, by following an organised system. Now here is where Drip Marketing can cut you some slack.

First and foremost – what exactly is Drip Marketing? It’s a campaign that revolves closely around automated sets of emails that are distributed to groups of people depending on specific timelines and their actions or behaviours. What it does is helping marketers to stay in close contact with their leads and keeping them consistently engaged. It gives people the precise information relevant to their needs with a queue of already-prepared emails or newsletters without requiring marketers to personally write and distribute each one.

However, does Drip Marketing actually work? Well, the best part about it is that it entirely operates on triggers and user segments (leads) that you have and push them towards conversation without marketers’ manual intervention. And yes, it does work with a bonus of 18-times more revenue gained through relevant targeted emails.

 

The 5 Basic Steps of Drip Marketing

Projecting growth due to marketing campaigns

  1. If you don’t have one, register for an automation platform that gives you space to create and schedule your campaigns, as well as track their performance.
  2. Create goals for your Drip Marketing campaign. Drip marketing comes in different forms with each facilitating to different situations such as nurturing leads, welcoming users, providing recommendations, and many others.
  3. Generate the content. Provide a sufficient number of drafts that are enough for clients to browse and at the same time, to educate and engage them on the products or services offered.
  4. Decide who your targets are. Sending messages that are set for the appropriate audience based on your list of segmentation can ensure that your effort is effective and efficient.
  5. Track, Measure and Tweak your Campaign. As marketers, this is highly important to keep track of your email’s performance and make the right changes. You can look out for open rates, click-through rates, engagement levels, and many other activities.

As complicated as it may look, Drip Marketing can be an extremely useful tool in the long run  — nurturing your leads and ensuring that a higher percentage of them go through sales funnel. When your audience understands your product and feel that they are important through consistent engagement, they’ll grow to love your brand. What could be better than that?

 

Drop us an email at hello@easyuni.com or visit our website to find out more about how EasyUni can help you with our expertise in Drip Marketing.

Five winning ways to reach students

Successful student recruitment campaigns go well beyond listing and promoting a school’s programmes – they inspire and encourage prospective students to imagine themselves living and studying on campus. Great campaigns tap into students’ passions and career goals, and they gain momentum when they’re so cool they get shared all over social media.

Here are five examples of schools doing recruiting right.

1. Jump past the limits of educational marketing and be bold!

Babson College, a business school in Massachusetts, oriented its marketing message around the general interests and popular culture of the students it wanted to attract. It used blockbuster Hollywood movie-inspired design to convey the message that its programmes nurture the talents and ambitions of entrepreneurs. The flashy, confident design concept and decision to appeal to students’ post-degree aspirations set the campaign apart from those of competitors.

A still from the Babson College video.

A still from the Babson College video.

 

Continue reading on ICEF Monitor. 

5 things every Student Recruiter should not do

Basics of international student recruitment that we sometimes forget.

student recruiter

Developing a successful recruitment strategy is key to any recruiter – and you and your agency are no exception. At times, whether it may be the smallest or largest of agencies, one can lack a certain amount of knowledge, details of which can make the world of a difference in student recruitment numbers. Ensure that you and your agency don’t make the mistakes below, and see your student recruitment numbers fly!

 

  1. Set unrealistic objectives

It’s not surprising to know that every recruiter’s main objective is to increase student numbers by X amount by end of the year. This is a common objective that every educational institution hopes to achieve by means of investing their budget and effort into cost-saving marketing recruitment plans that maximises return. The trend these days usually relies on digital marketing campaigns to recruit students, so it is sometimes difficult to see the objectives being accomplished unless you measure initially. Try testing the marketing first as the main objective and determining the outcome of the result as the next action to take for a much more successful campaign. Remember to set objectives that are measurable and realistic for your team to handle – this in return can give space to your expectations towards the success of your campaign.

 

  1. Not knowing your student market

Being up to date with Higher Education news is definitely a must in this industry. Conversion rates for students when it comes to applications get affected when it comes to new policies to immigration, such as longer processing time due to extensive visa requirements. Other than that, geopolitical challenges tend to arise in different regions so every student recruiter must be aware of these in order to start planning ahead. Read up on industry news from reliable sources, such as The Pie News and HigherEd for more information about international student recruitment news.

 

  1. Working alone as a department

We all know that teamwork is important, that’s why we try to stick close to our fellow student recruiters in our own department as well as other sub-agents across the globe. However, it’s also important to align your department’s objectives with other branches in your company, the likes of Sales and Marketing. It’s a must that you communicate with members from this department in order to know how to effectively reach out to your students with the right messages and information. Having a much more synchronised working approach will result in an equally effective outcome, since the information is being shared with inter-departments that might assist in an organised manner. This makes the student recruitment process increasingly efficient.

 

  1. Being outdated with the latest recruitment trend

There are always new ways to recruiting students that might just be as cost-saving and even more effective than what others are attempting to do. Increasing conversion rates are usually what we all aim for when it comes to running several campaigns in different regions. That’s why it’s important to understand your student market and objectives before you undergo new recruitment strategies, whether offline or online. Try looking out for successful case studies from your competitors and browse through blogs from other recruitment agencies. This will help determine the right fit for your needs as you progress in the market – always remember that you are not alone in recruiting students. There have been numerous approaches carried out over the years and it’s best that you are aware of them.

 

  1. Believe every successful student placement is the same as others

Successful placements of every student are important to study for future planning in order to understand the correct ways to approach and convince them in getting on board with your institution. However, we have to understand that every student is a different case because there are many factors that come into account concerning certain levels of courses. For example, high school students will mostly look for Diploma or Certificate courses due to their  entry qualifications while Degree holders have more options in deciding a wider range of courses to choose from.

 

The main takeaway from here concerns your expectations. In order to expect a smooth and effective recruitment process, you must learn how to manage your objectives and the outcomes of every campaign you engage in. It’s all about working with others and learning from different approaches within the industry. Straying away from these five ineffective student recruitment habits can definitely put a damper on your effort and time . At the end of the day, there is always room for improvement in student recruitment which could lead you to become a veteran recruiter, and more students under your lead for your institution. For more information about student recruitment and digital marketing, feel free to contact us at hello@easyuni.com or visit our website to check out our education portal.

 

Five winning ways to reach students

Successful student recruitment campaigns go well beyond listing and promoting a school’s programmes – they inspire and encourage prospective students to imagine themselves living and studying on campus. Great campaigns tap into students’ passions and career goals, and they gain momentum when they’re so cool they get shared all over social media.

seminar-2654142_1280

Here are five examples of schools doing recruiting right.

1. Jump past the limits of educational marketing and be bold!

Babson College, a business school in Massachusetts, oriented its marketing message around the general interests and popular culture of the students it wanted to attract. It used blockbuster Hollywood movie-inspired design to convey the message that its programmes nurture the talents and ambitions of entrepreneurs. The flashy, confident design concept and decision to appeal to students’ post-degree aspirations set the campaign apart from those of competitors.

Continue reading on ICEF Monitor. 

A roadmap for building more diversity in your international enrolment

For the past couple of years at least, institutions and schools that aim to build their foreign enrolments have heard the prevailing wisdom about how to recruit: diversify. Which is shorthand, in many cases, for “diversify beyond China and India.”

It’s not that China and India are no longer major drivers of enrolment growth for many countries – they definitely still are. For example, China alone has accounted for about half of overall enrolment growth in the US for the past 15 years. And in 2015/16, between one-third and one-half of international students in the US, Canada, Australia, and the UK were from China and India.

But the history of international education tells us that nothing is perennially stable. Political instability, economic crises, a shifting geopolitical landscape, currency fluctuations, visa and post-study work rights policies, natural disasters, and increased domestic higher education capacity are all capable of disrupting student mobility patterns.

Continue reading on ICEF Monitor. 

5 Tips to generate more student leads

Quantity of the leads doesn’t matter, it’s the quality that matters most to you, although  getting quality leads is not easy, it is doable. Here are some tried-and-tested tips to help you engage, entertain and educate prospective students throughout their decision-making process.

leads

1. Be proficient in Google Analytics

You may have invested a lot in building an awesome website complete with quality content, however do you know if there’s anyone actually reading it? Is your hardwork paying off? To get quality leads, you must understand the traffic you’re getting now.

Aside from understanding traffic, Google Analytics help you understand behaviour patterns of visitors and translate your business goals into key performance indicators and goals within analytics. It really helps you to find out exactly how your website is performing and what you should be improving on in order to meet your marketing objectives.

desk

2. Invest in your On-page SEO

On-Page SEO optimizes the content of your pages so that search engines find it and rank you highly for the keywords that your audience is using to search for on the web. An optimised page must have these characteristics:

  • unique content that stands apart from other websites and can be shared through social network
  • great user experience which means good design aesthetics and navigation elements that are easily understood by users
  • keyword-targeted which means the content employs keywords/keyword phrases relevant to your readers
  • multi-device ready which means your site can easily be viewed in any browser, OS and any mobile device

3. Develop and refine your content strategy

Paid traffic can only help you at a certain extent. With that being said, you need to create content that will drive organic traffic and how do you do it? You need to do some research about your audience – find out what interests them and how they get to find your site, and so forth. From that information, you can start to determine and build the best content for your readers, tailor it to their needs and use keywords that they would often use to find your site.

social media

4. Know your social media

So you have great website with all the right content, so how do you let your readers know about it? This is where social media comes into play. In this caes, you’ll need to identify which content to share and which social media platform to use.

There’s Twitter, Youtube, Facebook, LinkedIN, Pinterest, and so many others but you don’t need to be in all social media platforms. Choose the ones where your target readers are most often online and track social media activity using Google Analytics.

google

5. Have a mobile version of your website

As most users now rely on their mobile devices, it makes sense to have your site mobile friendly. You may have the right content but if your viewers are squinting at the small fonts of your site that can’t fit on their mobile sceens, there’s a huge chance that they’ll abandon ship! With that being said, you’ll need to redesign your site using responsive web design (RWD).

UCAS Applications To Be Anonymous

To prevent unconscious bias against candidates from minority groups, Prime Minister David Cameron has expressed plans to remove names from university applications forms starting 2017.

In response to this UCAS chief executive, Mary Curnock Cook, said it would consult with degree-awarding institutions on name-blind applications as this would impact applications from black and ethnic minority students.


ucas acceptance rate

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US Education Department releases College Scorecard: Yay or Nay?

(Source: http://www.huffingtonpost.com/)

The US Department of Education recently released the College Score – an online portal aimed to help prospective students get the best bang for their education dollars by finding the college that fits them. Following President’ Obama’s recent State of the Union address, the College Scorecard is part of the US government’s efforts to hold higher learning institutions accountable for cost, value and quality, to help students choose schools that meet their needs – from affordability, to educational and career goals. Read more

Student Recruitment Funnel: Focus On Prospects You Have For Better Results

students happy

(Source: bosnahersekuniversitesi.net)

The number of students pursuing international study for higher education are at an all-time for popular study countries like US, UK and Australia. Much of this growth has been attributed to the increase in overall demand, led primarily by students from emerging countries like China, India, Turkey and Saudi Arabia. Another factor contributing to this trend is the Internet, by making it easier for students to file queries – through forms, social media or email – to multiple schools at once. Moreover, centralized application systems and online applications gives additional convenience and ease for prospects to file a wide field of applications.

The web is home a tremendous amount of information about pursuing education; in turn, this has resulted in a new prospect category known as the “stealth applicant.” These are applicants who remain anonymous until the point of application and hence remain out of the tracking and communications processes of schools. Some even go as far as not to opt in to formal enquiries hence preventing schools from contacting them. Others are more comfortable to find the information they need online prior to submitting their application.

As you can imagine, these factors are a big headache and troubling concern for educational institutions as they struggle to acquire, qualify and manage prospect students. In addition, these factors are seemingly pointing to lower yield rates as well – the number of enquiries that convert to paying students.

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