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4 Ways to Widen Your Recruitment Funnel Copy

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Here are four digital marketing levers you can apply (with details attached), to help widen your funnel and drive more registrations.

Here are four digital marketing levers you can apply (with details attached), to help widen your funnel and drive more registrations.

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  • 1. 4 Ways to Widen Your Recruitment Funnel Slide 1 4 Ways to Widen Your Recruitment Funnel
  • 2. 4 Ways to Widen Your Recruitment Funnel Slide 2 1) Recruitment Funnel 2) Increase your Website Traffic 3) Capture More Leads on your Website 4) Increase the Number of Students that Visit your Campus 5) Increase the Number of Student Applications Overview Source: Higher Education Marketing – 4 Ways to Widen your Recruitment Funnel
  • 3. 4 Ways to Widen Your Recruitment Funnel Slide 3  Higher ed marketers do a lot of different things to keep their higher ed institutions in business but at the core of our responsibilities is student recruitment.  For simplicity, we describe the recruitment process as a funnel but these days it seems to be more like a labyrinth than a funnel.  Regardless of its complexity, when the word comes down that you need more bottoms in seats, your challenge is to efficiently and cost effectively widen that funnel and increase its output of registered students. 1. Recruitment Funnel Source: Higher Education Marketing – 4 Ways to Widen your Recruitment Funnel
  • 4. 4 Ways to Widen Your Recruitment Funnel Slide 4  Your website is likely your very best source of prospective students. Prospects coming to an institution’s site from search generally convert at a higher rate than almost any other type of prospect, so:  Invest in search engine optimization so you get found by your target audience.  Implement a good all round content strategy to help feed and bolster your SEO rankings  Use Pay Per Click advertising to produce more traffic. Use it for highly targeted campaigns, and to help you build your brand and reputation in the market, managing it carefully so you don’t waste money.  Searches on education terms on YouTube grew by 25 % in 2013 Q4. Get there now. 2. Increase your Website Traffic Source: Higher Education Marketing – 4 Ways to Widen your Recruitment Funnel
  • 5. 4 Ways to Widen Your Recruitment Funnel Slide 5  Some institutions spend a lot of money purchasing leads from academic web portals. It’s time to take all the lessons learned from those lead “developers” and apply them to your own website.  Position lead generation forms strategically within your content page flow so that you are there with a lead form when prospect interest is highest.  Create different landing pages and forms to capture leads at different stages in the recruitment cycle.  Simplify your forms for optimal performance i.e. reduce the number of fields required, and always ask for a phone number so you can call them.  Use value based calls-to-action, not just “Submit”. (When was the last time you submitted to anything?) 3. Capture More Leads on your Website Source: Higher Education Marketing – 4 Ways to Widen your Recruitment Funnel
  • 6. 4 Ways to Widen Your Recruitment Funnel Slide 6  Campus visits continually rate as one of the most effective recruitment strategy used by colleges and universities. So work on increasing the number by promoting campus visits, comprehensively across the funnel and:  Have a robust campus visit program targeting students at different stages in the funnel. For example, target juniors, seniors, admitted students separately  Add a virtual tour to your website. Research indicates that it increases the number of students who come later in person.  Roll out the red carpet digitally to get students to come in person. Seriously invest in the content, design, and forms on your visits page. A/B test variations to the content, calls to action, and buttons to improve your conversion rate. 4. Increase the Number of Students who Visit your Campus Source: Higher Education Marketing – 4 Ways to Widen your Recruitment Funnel
  • 7. 4 Ways to Widen Your Recruitment Funnel Slide 7  Students are submitting more applications today than they have in the past so be careful how your measure overall increases in the number of applications that you receive. A recent survey indicated that 29% of students submit applications to 7 or more institutions. Get your share by:  Thoughtfully engaging prospective students with social media at application time. It is at this stage in the process that social media really shines and students are most likely to engage with advisors.  Really optimize your application forms. Use plain simple English. Eliminate requests for unneeded info.  Break up web forms into multipart forms with progress indicators. Allow prospect to start a form, leave it incomplete but able to log in later to finish. Partial info is better that none, and you can phone them if it doesn’t all come in. 5. Increase the Number of Student Applications Source: Higher Education Marketing – 4 Ways to Widen your Recruitment Funnel
  • 8. 4 Ways to Widen Your Recruitment Funnel Slide 8 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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