Working in the higher education space for some time now, we are no stranger to the question: ‘How do I get my digital advertising leads to convert to enrolled students?’ With the continuous evolution of digital advertising channels and strategies, more and more schools are adjusting their recruitment strategy to be focused on digital advertising, but is that enough?
Not All Prospects Are the Same
The first thing to realize is that a lead from digital advertising is not the same as a lead from your website. Users who inquire via your website are typically more familiar with your brand, have researched the program on your website and are further along in their decision making process. In contrast, it’s very common for a digital advertisement to be your lead’s first touch-point with your brand. Your communication follow up process needs to be adjusted accordingly.
We recommend developing an automated (if possible!) communication plan that lasts at least 6-8 weeks and includes 10-30+ touch points (emails, calls, events). Here are some touch points to consider adding to your digital advertising communication workflow:
Email Content
- Share outcomes information based on alumni or industry data
- Distribute your viewbook or content that provides course highlights
- Share success stories by showcasing current students and alumni
- Provide information on financial aid and scholarship opportunities
We suggest developing content that directly speaks to prospects in a way that highlights how your program can specifically impact their future career.
Engaging Events
- Webinar that educates on industry-related or professional development topics
- Online info sessions that covers program highlights and FAQs
- Alumni hosted webinar to share experiences and outcomes
- On-campus speaker and networking event with prospects, alumni and faculty
Enhancing Your Digital Advertising
- Include a link to your application on your RFI confirmation page
- Retarget users who have visited admissions related pages but who haven’t applied yet
- Advertise upcoming events and enrollment deadlines to prospects and website visitors
- Upload prospect email addresses to advertising platforms (AdWords, Facebook, Twitter, etc) and serve ‘Apply Now’ ads
If a prospect hasn’t taken the next step after these 6-8 weeks, add them to your monthly newsletter or general email list – some prospects just take more time!
Time to Enrollment
The second thing to consider is that a lead from digital advertising may take longer to matriculate. Because these prospects are most likely just being introduced to your program, they often need more time to learn about your program, compare you to competitors and decide if going back to school is worth it. We typically see this decision-making process take anywhere from 6 months to two years or more!
It’s Not a Quick Fix!
Lastly, it’s important to understand that digital advertising should be viewed as a long-term strategy, not an immediate solution for next semester recruitment. Digital advertising does help generate leads, but it is an extremely powerful tool to generate brand awareness. We often see a direct correlation with digital advertising efforts and increases in organic and direct website traffic.
If you are interested in learning more about what it takes to effectively recruit in the 2016 adult and graduate market in higher education please join Dr. Brenda Harms of Harms Consulting for our upcoming, free webinar Recruitment 2016 – Playing the Long Game with Your Lead Pool on Wednesday, June 29th at 2PM EST.
