closing the marketing to-admissions loop

Adopting a Performance-driven Digital Marketing Approach: Closing the Loop Between Marketing and Admissions

About Me

Ed Ramirez

Senior Account Executive – Higher Education Digital Marketing

3 years with Hobsons

First generation American of Cuban descent

First US-born family member

2

What are you up against?

Performance-driven digital marketing

Best practices for optimizing your digital campaigns/Hobsons Expert Q&A

Don’t make these mistakes!

What to look for in a digital marketing partner

Chat your questions to Hobsons Webinars using the chat feature.

3

Agenda

4

What are you up against?

Time/Staff Constraints

Budget Tedious Communication

Flow

In-house Expertise

5

Seeking outside help

6

What happens?

COMMUNICATION

X

Lead Generation

Staff Performing Lead Follow Up

Yes, I’m interested!

7

Are you optimizing ROI?

ROI

$$ (current)

$$$ (potential?)

8

Defining “lead quality” up front

Proper lead segmentation

Lead follow up protocol and process

Communicating, revisiting strategy, and adjusting as necessary to maximize results

Digital Marketing: A Performance-Driven Approach

9

So, how do I get started??

Q&A with Hobsons Experts

10

11

How do I define “lead quality?”

What does your ideal student

look like?

Find the lead conversion sweet spot.

Info requests are “hotter”

leads!

12

Not all leads are alike – hot, warm or cold?

How do I properly segment leads?

13

Equip staff with a strong understanding of communication plan, process and goals

How do I properly segment leads?

14

Where should I start with lead segmentation?

Choose programs that need more

students

Start with leads who fill out forms

completely

Target leads who interact repeatedly

15

Stay on top of lower-priority leads with automated communications

What about lower priority leads?

16

Training on communication plan and engagement strategy

What does my staff need to execute successful follow up?

17

Contact leads ASAP, sooner is better!

Within 24 hours at the latest

When should I contact a lead to follow up?

24 hrs

18

Communication once per week for at least 6 weeks, then monthly up to 6 months

How frequently should I contact leads?

19

Contact preference from submitter

What info should I look for after my campaign goes live?

20

TECHNOLOGY!

How can I make communication planning and execution easier?

Don’t make these mistakes!

21

Create a long list of requirements students must meet to fill out the lead form or apply

What should I NEVER do?

23

Turn digital marketing campaigns on and off

What should I NEVER do?

ON OFF

24

Stop working leads too early- Instead, deploy a re-engagement campaign plan

- Automate with technology

What should I NEVER do?

STOPPED

25

Ignore leads

What should I NEVER do?

Choosing a Digital Marketing Partner

26

27

Expertise in the higher education industry

What should I look for in a digital marketing partner?

Monitors industry trends

Up-to-speed on new developments and technologies

Serves as a best practices resource

28

Values performance-driven strategies

What should I look for in a digital marketing partner?

Adjusts strategy when something

isn’t working

Communicates well with

admissions staff

Helps build engaging relationships between

students and institutions

29

Transparency and clear communication

What should I look for in a digital marketing partner?

Educates you along the way

Provides access to reports and

data

Shares best practices/what others do well

Promotes a feedback loop to optimize results

30

Questions?

Please chat any questions you have to “Hobsons Webinars” now.

After today’s event, submit them at:http://go.hobsons.com/365question

31

Contact Me

Ed Ramirez, Senior Account Executive513-746-2372 ed.ramirez@hobsons.com

Or submit your questions at:http://go.hobsons.com/365question