Kent Dickinson

About Kent Dickinson

Kent Dickinson joined Beacon as an Account Executive in May 2017. Kent is a veteran sales executive with more than 25 years of experience in business development, strategic planning, operations, and sales management. He has worked in a variety of industries including digital printing, book publishing, educational textbooks, direct marketing, consulting, and financial services. Kent earned a B.S. in Business from Wake Forest University, and his MBA from the UNC Kenan-Flagler Business School. Kent is an avid college sports fan, an occasional golfer, and bedtime reader. He also enjoys travelling and considers himself an adventurous foody.

PPC Tips and Strategies for Increasing Student Yield

While one may or may not think of a college or university as a business, there is no arguing that those involved in student enrollment mean business. The playing field is more competitive every day. This is evidenced by the fact that more and more schools use PPC (pay per click) advertising as part of their appeal.

Since many more in your target audience communicate through digital channels than in the days when you and I went to school, it goes without saying that it doesn’t pay to stick with just traditional means of promotion. Besides, at the rate that the enrollment landscape is changing, PPC almost qualifies as traditional.

PPC Strategies for Higher Ed

Unlike large, profit generating entities, most colleges have limited budgets to work with. This means that while one may encourage ones students to experiment, to “find themselves”, you don’t want your marketing people to have to do so, too.

Make sure you have a clearly defined strategy going in. Higher Ed keywords are generally very expensive (again, the Higher Ed space is VERY competitive), so it’s essential that you use your marketing dollars efficiently. That having been said…

Branded Campaigns Don’t Work for Higher Ed

Many businesses use branded campaigns to make sure their competitors don’t pick off shoppers who are looking to pilfer their customers. However, your audience differs from most. With a college website, many students, alumni and faculty use the website as a constant resource.

Since you’re already at the top for a branded search, you don’t want to waste your money paying for those who choose to access your site through a PPC add. That’s a sure way to burn through your ad budget and see minimal return.

Higher Ed Remarketing Ads Do, Though

The enrollment funnel for Higher Ed is protracted when compared to other competitive spaces. That being the case, a conversion rarely happens as part of an early touch. This is true across the board, unless your brand is so big that you don’t need to advertise. That’s a very exclusive club.

Remarketing ads follow visitors from their initial visit to your site (or mobile App). As they visit other competing sites, your ad will pop up, keeping your school fresh in their mind. It’s a great way to maintain a familiarity and nurture the process. These remarketing ads can include periodic offerings such as a limited time discount on an application fee in exchange for contact information.

Get even more granular by using Google’s RLSA’s. You can target users based on their behavior, which page on your site they visited and how long they stayed. So, if they visited the page for your dental school, they’ll receive remarketing ads specific to that discipline.

Higher Ed PPC & Mobile

Make sure the landing pages for your PPC ads are responsive. Recent surveys indicate that roughly 80% of high school seniors and their parents view college websites on their phones. If your site is mobile friendly, you’ll also be able to take advantage of Google’s new Expanded Text.

You’ve spent the money to get your visitors to your website. Don’t blow the experience now.

And that’s Just the Beginning

Want to know more about how you can pull more candidates into your school’s enrollment funnel? Beacon is recognized as one of the top Higher Ed web design firms in the country. We’ve been helping colleges and universities with PPC marketing for over 20 years. Feel free to contact me with questions regarding your institution’s admissions goals or call a member of the Beacon digital marketing team at 1.855.851.0109.

By | 2017-09-01T09:28:27+00:00 September 6th, 2017|Higher Education, PPC|0 Comments

Higher Ed: Understanding Digital Marketing’s Role in the Admissions Funnel

An institution’s mission is to educate students. By extension, its relevance is dependent upon the quality and quantity of enrolled students. Without students, you cease to exist.

If you’re charged with marketing your college or university, you carry a position of great responsibility. You’ve been asked to be a caretaker of sorts. Your mission is to steward your school into a position of added prestige and reputation. You can affect both enrollment and endowment.

Education is a business. Without treating it as such, one risks becoming a footnote in the annals of Higher Ed history. Understanding the admissions funnel is step one in ensuring you’re remembered as having been a worthy steward for your school.

Understanding the Higher Ed Admissions Funnel

While the admissions funnel shares certain similarities to a typical sales funnel, there are distinct differences. Understanding those differences can be key to your success.

The admissions funnel is deeper and more involved than the normal sales funnel. More levels require a longer time duration and greater deliberation. It could be a year or two from the moment your candidate enters the admissions funnel until they eventually enroll. A protracted process means more opportunity to abandon the process.

The better you understand the admissions funnel, the easier it is to use it to your advantage.

The Opening: Attracting Prospective Students

When marketing to the prospective student, content and the delivery of said content is of paramount importance. Methods include the more traditional (education fairs and school visits) as well as digital advertising (PPC, Social Media, etc.). And one cannot emphasize enough the importance of sound SEO practices for Higher Ed.

Prospective students break down into two sub-sets, those who already have a familiarity with your institution as well as those who may not have previously known who you are. The approach is similar for targeting both.

Use videos, photos and interesting copy. Prospective students respect and trust content provided by their peers. Emphasize content provided by your current students. Your goal is to get a prospective student to request more information. That’s the next step in the sales funnel.

The Inquiry

When we discuss those who inquire into additional information, the numbers drop precipitously. But that’s OK. The good news is, the remaining prospects represent significant opportunity. They’re still considering a few schools and their pain point tends to be simple. Generally, they want to know at which school they best fit in.

Appeal to this group through both traditional means (personal calls from students, events and printed materials) as well as through social media and PPC campaigns.

PPC remarketing campaigns can be a great way to keep your brand in the minds of prospective students. In short, remarketing ads are the google ads that follow you after you visit a website. It targets those who have expressed some level of interest already.

The objective here is to steer the student into the application process.

Getting the Application

Anyone who starts the application process is already highly engaged. At this juncture, the personal touch can be most effective. Events are great. There is nothing more effective than a face to face meeting.

It’s also a good time for email marketing campaigns. Emphasize personalized emails from admissions counselors or administrators.

Some will recommend personalized phone calls. Personal experience tells me otherwise.  When my children were looking for a school to attend, they never answered the phone. Texting is the preferred method of communication for this generation. They avoid the phone like the plague.

Attention & Intention Mean Retention

The final group you need to appeal to are those who have been accepted and/or have confirmed their intention to attend. This group may include individuals who have been accepted at several schools. They may be still deciding or waiting to find out which school will provide the most financial aid.

While not all will eventually enroll, this is the time to welcome them into the “family”. The more personal your communication, the better. If this student interacts with other accepted students through social media, odds of retention increase considerably.

Consider sending branded items such as tee shirts or coffee mugs.

Avoiding Summer Melt

While it may seem unethical, some students will place deposits down with more than one institution. Others will lose interest while awaiting financial aid. Some will simply be overwhelmed with the process of finishing paperwork and buying books.

In fact, a recent study suggests that between 10% and 40% of students will “melt away” between the time of their acceptance and the first day of classes.

Engagement from here must be genuine and personal. Consider holding webinars with instructors who can help individuals get to the finish line. Administrators can send personalized emails offering assistance and answering frequent questions. Bottom line: Keep it as personal as possible.

How Beacon Can Help

Recently recognized as one of the top Higher Ed web design firms in the country, Beacon has been helping colleges and universities with admissions marketing for more than 20 years. Together we can develop and implement a digital marketing plan to address your specific objectives. Feel free to contact me with questions regarding your institution’s admissions goals or call a member of the Beacon digital marketing team at 1.855.851.0109.

By | 2017-08-21T11:10:17+00:00 August 21st, 2017|Digital Marketing|Comments Off on Higher Ed: Understanding Digital Marketing’s Role in the Admissions Funnel
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