The challenge to grow enrollment has never been greater. Recruiters face growing competition and increased price sensitivity, while online delivery and new emerging delivery modes provide more options for prospective students. However, with these challenges there are opportunities.

Digital channels are the first place many prospective students encounter your brand. Whether it is from digital advertising, social media, email marketing or search engine optimization, you are likely seeing an increase in interested prospective students requesting information through digital channels. Real enrollment growth comes from converting these digital leads.

What many don’t realize is that a digital lead is a different type of lead, and they need to be engaged as an audience in a different manner. Digital leads tend to be at an entirely different point in the enrollment journey when they submit their inquiry form and, thus, need to be nurtured through the funnel in a customized manner. Intentional efforts focused on the conversion of these leads are an absolute must.

Converting more leads is the answer to enrollment growth. The following is a sample model for engagement for following up with a digital lead. There is no set in stone rule, the key takeawayhere is that the engagement is ongoing with a consistent message and voice.