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Lead nurturing

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  • 1. 3 Steps to Lead Nurturing For Increased Enrollment 3 Steps to Lead Nurturing For Increased Enrollment Slide 1
  • 2. 3 Steps to Lead Nurturing For Increased Enrollment Overview 1) 2) 3) Define Lead Quality Quick Replies with Auto-Response Drip Marketing Campaign Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment Slide 2
  • 3. 3 Steps to Lead Nurturing For Increased Enrollment 1. Define Lead Quality  Informed prospects who are actively requesting a follow-up from your institution generally warrant a more focused, close-contact response than a list of names purchased from an outside source.  Segmenting leads according to their stage of the admissions process :  is an effective method of reducing conversion time  allows easier tracking of various contact methods Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment Slide 3
  • 4. 3 Steps to Lead Nurturing For Increased Enrollment 2. Quick Replies with Auto-Response  When a student inquires about your college, how do you respond?  Intead conducted a "mystery shopper" experiment  an employee posed as a prospective undergraduate from China and requested admissions information from 30 institutions in the U.S., Canada and Australia to gauge the response rate and data provided over half the schools replied within 24 hours  7 schools surprisingly never responded  Without a functional inquiry response system, institutions risk losing not only the inquiring student but also peers influenced by word of mouth Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment Slide 4
  • 5. 3 Steps to Lead Nurturing For Increased Enrollment 2. Quick Replies with Auto-Response  Email is:  the least expensive and easiest form of communication  the most efficient responses use tools to automate the process, customizing replies based on segmentation variables  Timeliness should be a top priority in nurturing leads Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment Slide 5
  • 6. 3 Steps to Lead Nurturing For Increased Enrollment 2. Quick Replies with Auto-Response  Auto-response systems that thank the prospect for writing effectively streamline the process until followed up soon after with:  a personalized email, using the student's native language and connecting with social channels whenever possible  When a new inquiry is added to the database, an automatic email should:  welcome the prospective student by name  provide helpful links to encourage further research about the school and its programs Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment Slide 6
  • 7. 3 Steps to Lead Nurturing For Increased Enrollment 3. Drip Marketing Campaign What is drip marketing?  Drip marketing is a communication strategy to send a series of messages over time, sequenced to guide leads gradually down the enrollment funnel  This identifies the truly interested prospects to focus lead generation efforts  Drip activity generally starts with a higher frequency and then slows down to once a month until the lead has officially been ruled out Source: Higher Education Marketing – 3 Steps to Lead Nurturing For Increased Enrollment Slide 7
  • 8. 3 Steps to Lead Nurturing For Increased Enrollment Questions? 1.514.312.3968 info@higher-education-marketing.com FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+ Visit our Website: Higher Education Marketing Slide 8