In today’s marketing climate, there are multiple marketing and enrollment channels (social, digital, print, and more) that demand your attention as an enrollment specialist. Each channel has to be addressed to ensure there is proper tracking, appealing content, prospect conversion, and ultimately get your prospective students to enroll. However, while those channels are important for overall success; there are multiple steps and processes involved in each channel that take your time away from the overall marketing and enrollment strategy of your institution. The average enrollment marketer does not have the time to manually track, evaluate, and engage every single lead that comes in, while still being able to implement the overall marketing strategy.

The short answer is Marketing Automation.

Automated Marketing Solutions For Higher Ed.

The slightly longer answer is that with automated marketing solutions, you can take regular everyday marketing tasks and have them done automatically. For example, let’s say you wanted to be able to identify prospective students, by the program of interest, and then make sure that if they visited a particular website page they would receive an email communicating what you want to say when you reach out to that person.  With automated marketing solutions, you can set tasks and workflows, that will automatically do exactly what was described and you will not have had to put any more time in then to write the initial email and set up the task.

So…

Marketing Automation - Edufficient Marketing Automation

What’s in it for you?

In addition to the situation described above, there are three main reasons why you want to embrace email automated marketing solutions. What exactly does marketing automation do? According to  Hubspot, “Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.” 

  1. Reach students earlier in the decision-making process
  2. Your competition
  3. More efficient use of resources and time

Setting up your marketing automation efforts will allow you to reach prospective students based off of actions they take.  This means you will reach them at the time that is right for that student, which will translate to a better conversion rate.  In addition, your competition is trying to reach the same prospective students that you are.  For your school to have the edge, you will need to reach that student either first, with better communication, or generate higher engagement.  Marketing automation lets you do all three. As mentioned above, marketing automation lets your admissions team have the day to day or very detailed tasks automatically done so that your team can spend time doing the two things you do best:

  1. Have a sound and coherent message/strategy from your school
  2. Convert those prospective students into students

If your school is ready to grow your enrollment at a highly engaged level, while focusing on your overall strategy, then sign up for marketing automation today!

Comments

  1. Limiting your marketing automation in this way fails to supply the marketer with any context about who her leads are, where they are in her funnel, or what they’re interested in. This gives little foundation to automated campaigns based upon solely email actions, and ultimately results in a poor user experience for those prospects.

    1. Hi Mason,

      For the most part, this blog post focuses on email, but lead nurturing doesn’t stop there. I tend to think that marketing automation is really more suited to lead nurturing, simply because the word “automation” implies a process. Marketing automation is fantastic for prospects who are extremely interested in your school, whether it’s through win-back campaigns, or referring new prospects. All those actions should be included as you plan the architecture of your marketing automation machine.

      One thing to be especially mindful of: You don’t have to limit yourself to email. There are many different channels to use for marketing automation.

      Each one has strengths and weaknesses. If email isn’t working for you – it may be time to explore other options.

      Thank you for writing us and we hope you sign up to receive emails in the future!

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