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Philippe Taza CEO
Higher Education Marketing
Following Up on Direct Language
School Inquiries with CRM Technology
• Agents VS. Digital Marketing (Direct)
• Common direct inquiry channels
• Inquiry conversion basics
• Lead scoring
• Workflows and campaigns
• Reporting
Today’s Presentation
Understanding the different channels:
Agents vs. Digital Marketing
Digital marketing generates both
inquiries and student applications
Agents activity typically generates
student applications
Following up with inquiries is a different
process than processing applications
How Digital Marketing Attracts New Students
Use Calls to action to capitalize on your web traffic
This home page has 4 calls to action:
Contact Us, Email us today, Find out more, and Watch our video HERE!
• Organic Search: SEO Traffic from search engines
• Email: links in email campaigns
• Direct: users enter the URL directly in the browser
• Referral: traffic from other sites yours is linked on
• Social: Facebook, Twitter, LinkedIn, etc.
• Paid Search: Google AdWords, Bing ads, etc.
• Display: other forms of paid advertising
What Are The Main Channels?
The Channel Report
The Channels report under Acquisition, gives you macro level insights into the various
channels you are using to attract traffic to your website.
Philippe Taza: Following Up on Direct Language School Inquiries with CRM Technology
Some Questions Before Getting Started
• Should you run your campaigns in English or
in the local language?
• Do you have the internal resources to follow
up with inquiries that come-in from the local
languages?
• What network should you use to reach your
potential students: Google, Facebook, Baidu,
etc.?
• To which page should you direct users to?
Use Your Personas to Localize Your Campaigns
Organize Your Campaigns By Country And Language
Facebook Ads That Drive Inquiries
Local Campaigns VS International
Create Unique Forms for Local Campaigns
You may want to ask
specific questions to
local leads
Create Unique Forms for International Campaigns
Collect different
information for
International leads
Stages In The Admissions Process
These are the common stages which typical
leads and applications go through
Do You Use A CRM To Manage Your Potential Student
Inquiries?
New leads are entered
in the CRM in real time
Separate Applications from Inquiries
Completed
application forms
can be automatically
sent for processing
Separate Applications from Inquiries
Inquiries may need to be
handled by different staff
than applications
Have The Right Staff Doing The Follow Up
Vs.
Mainly processing
applications
Taking care of a lead’s
every need!
Follow-Up Approach
Making contact with new leads take time! Be
persistent with your attempts and contact leads
through multiple channels
What is Lead Scoring?
Lead Scoring is a
methodology that
allows you to assign
a numeric value to
contacts based on
actions they take
Lead Scoring Variables
• Downloaded a price list or brochure
• Country – assign more points for top source
countries
• When they plan to study?
• Demographic info (age, gender etc.)
• Engagement with website/email
• Different CRMs have different capabilities in
this area
Parameters Value
Country of origin
Assign higher scores to student in your
main target markets
Gender/Age
Assign higher scores to students that fit
your target profile
Program of interest Assign a higher score once this is known
Email interactions
Add to a student’s score when emails are
opened, read, clicked through etc.
Sample Lead Scoring Matrix
Segmenting Your Leads Using Lead Scoring
Workflow A
Lives in your local
market
Scheduled a level
test
Assign High Score
NEW LEAD
Workflow B
From tier A source
countries
Completed info
request
Assign Good Score
Workflow C
From tier B source
countries
Completed info
request
Assign OK Score
Workflow D
From tier B source
countries
Downloaded
brochure
Assign Low Score
Local lead
Day 3
Attempt call 3
times
(AM, PM, EVE)
Send sms/email
Day 1
Attempt call 3
times
(AM, PM, EVE)
Send sms/email
Day 2
Attempt call 3
times
(AM, PM, EVE)
Send sms/email
Workflow A
Day
30+
Day
11-30
Day 5Day 4
Attempt call/
send sms/email
Attempt call/
send email
Daily call/
weekly email
Weekly call
attempts
Sample Follow-Up Workflow
High Priority
International
Lead
Day 5
Attempt call/
Send email
Day 1
Attempt call 3
times
(AM, PM, EVE)
Send
WhatsApp
message/
email
Day 3
Attempt call/
Send WhatsApp
message/
email
Workflow B
Day
30+
Day
11-30
Day 9Day 7
Attempt call/
Send email
Attempt call/
Send Whatsapp
message/
email
Weekly
emails/calls
Monthly
newsletter
Sample Follow-Up Workflow
Medium Priority
International
Lead
Day 5
Attempt call/
Send email
Day 1
Attempt call/
Send email
Day 3
Send WhatsApp
message/ email
Workflow C
Day
30+
Day
11-30
Day 7
Send WhatsApp
message/
email
Weekly email
nurtruing
Monthly
newsletter
Sample Follow-Up Workflow
Low Priority
Internaitonal
Lead
Day 1
Send email
Workflow D
Sample Follow-up Workflow
Day 7
Send email
Monthly
Newsletter
Use CRM to Rotate Leads Round Robin
Workflow A Setup: Local Leads
Set triggers to
enroll leads in
a specific
workflow
Workflow A Setup: Local Leads
Use CRM to map
out your workflow
activities
Create Autoresponders By Program
The program field
determines which
auto responder the
new lead will get
Create email templates for common queries
Visa info
Prices
Viewing Contacts on CRM
Record and View Each Lead’s Contact History
Using a CRM for Calls
Using a CRM for Calls – Calls Are Logged
Using a CRM for Calls – Select Outcome
Using a CRM for Calls
Make notes on the call
outcome
Call Outcome Report
Some CRM Systems give
you the ability to monitor
phone call volumes and
their outcomes.
Sending SMS with CRM
Send SMS
Directly from
your CRM
system
Use SMS Templates
Receiving SMS with CRM
Replies form each
lead will be logged
directly in the CRM
View Contacted Leads Through a CRM
• Contact can include
meetings scheduled,
email or SMS answered
and connected calls
• Your contact rate with
leads will have an
overall impact on your
conversion funnel. The
more leads which are
contacted, the more will
potentially sign up.
Admissions Activity Report
Monitor your admissions
activity and productivity.
You can filter this by
campus, by admissions
counselor, etc.
Using CRM On the Go
Using CRM at Recruitment Events
Build custom forms for
tablets to capture lead info
at recruitment fairs
Promoting Webinars Using CRM
Use CRM to encourage leads to
sign up for webinars by creating
custom workflows, forms, and
landing pages
Registered
Confirmation
email within 24
hours
Invitation 10 days
before the event
Webinar Email Workflow
Reminder email
1 day before
event
WEBINAR
Follow-up email
1 day after event
Undecided
Reminder email
4 days before
event
Last call email 1
day before event
WEBINAR
Promoting Webinars Using CRM
Direct leads to unique
landing pages to sign up
for your webinars
When an existing lead
completes the form, the
activity is automatically
recorded in your CRM
Monitor the effectiveness of your webinar email
campaigns
CRM – Leads by Admissions Stages
• Each lead gets “tagged”
with the most recent
stage
• In this example, 78 or
2% have the “application
form sent” stage
indicating they applied
Converting an inquiry to a booking takes effort!
• Use your CRM to
monitor the follow up
activity
• We see a range of 12-20
activities per lead for
them to book!
• In this example, we have
1010 follow up activities
to book 78 students or
13 activities on average.
Using CRM to Establish the ROI of your Digital
Marketing
• Define your admissions funnel
• Use CRM to measure the ROI of your marketing
• Use CRM to manage the inquiry conversion
process
• Measure your results and continuously improve
Conclusion
I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?
Philippe Taza: Following Up on Direct Language School Inquiries with CRM Technology

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Philippe Taza: Following Up on Direct Language School Inquiries with CRM Technology

  • 1. Philippe Taza CEO Higher Education Marketing Following Up on Direct Language School Inquiries with CRM Technology
  • 2. • Agents VS. Digital Marketing (Direct) • Common direct inquiry channels • Inquiry conversion basics • Lead scoring • Workflows and campaigns • Reporting Today’s Presentation
  • 3. Understanding the different channels: Agents vs. Digital Marketing Digital marketing generates both inquiries and student applications Agents activity typically generates student applications Following up with inquiries is a different process than processing applications
  • 4. How Digital Marketing Attracts New Students
  • 5. Use Calls to action to capitalize on your web traffic This home page has 4 calls to action: Contact Us, Email us today, Find out more, and Watch our video HERE!
  • 6. • Organic Search: SEO Traffic from search engines • Email: links in email campaigns • Direct: users enter the URL directly in the browser • Referral: traffic from other sites yours is linked on • Social: Facebook, Twitter, LinkedIn, etc. • Paid Search: Google AdWords, Bing ads, etc. • Display: other forms of paid advertising What Are The Main Channels?
  • 7. The Channel Report The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website.
  • 9. Some Questions Before Getting Started • Should you run your campaigns in English or in the local language? • Do you have the internal resources to follow up with inquiries that come-in from the local languages? • What network should you use to reach your potential students: Google, Facebook, Baidu, etc.? • To which page should you direct users to?
  • 10. Use Your Personas to Localize Your Campaigns
  • 11. Organize Your Campaigns By Country And Language
  • 12. Facebook Ads That Drive Inquiries
  • 13. Local Campaigns VS International
  • 14. Create Unique Forms for Local Campaigns You may want to ask specific questions to local leads
  • 15. Create Unique Forms for International Campaigns Collect different information for International leads
  • 16. Stages In The Admissions Process These are the common stages which typical leads and applications go through
  • 17. Do You Use A CRM To Manage Your Potential Student Inquiries? New leads are entered in the CRM in real time
  • 18. Separate Applications from Inquiries Completed application forms can be automatically sent for processing
  • 19. Separate Applications from Inquiries Inquiries may need to be handled by different staff than applications
  • 20. Have The Right Staff Doing The Follow Up Vs. Mainly processing applications Taking care of a lead’s every need!
  • 21. Follow-Up Approach Making contact with new leads take time! Be persistent with your attempts and contact leads through multiple channels
  • 22. What is Lead Scoring? Lead Scoring is a methodology that allows you to assign a numeric value to contacts based on actions they take
  • 23. Lead Scoring Variables • Downloaded a price list or brochure • Country – assign more points for top source countries • When they plan to study? • Demographic info (age, gender etc.) • Engagement with website/email • Different CRMs have different capabilities in this area
  • 24. Parameters Value Country of origin Assign higher scores to student in your main target markets Gender/Age Assign higher scores to students that fit your target profile Program of interest Assign a higher score once this is known Email interactions Add to a student’s score when emails are opened, read, clicked through etc. Sample Lead Scoring Matrix
  • 25. Segmenting Your Leads Using Lead Scoring Workflow A Lives in your local market Scheduled a level test Assign High Score NEW LEAD Workflow B From tier A source countries Completed info request Assign Good Score Workflow C From tier B source countries Completed info request Assign OK Score Workflow D From tier B source countries Downloaded brochure Assign Low Score
  • 26. Local lead Day 3 Attempt call 3 times (AM, PM, EVE) Send sms/email Day 1 Attempt call 3 times (AM, PM, EVE) Send sms/email Day 2 Attempt call 3 times (AM, PM, EVE) Send sms/email Workflow A Day 30+ Day 11-30 Day 5Day 4 Attempt call/ send sms/email Attempt call/ send email Daily call/ weekly email Weekly call attempts Sample Follow-Up Workflow
  • 27. High Priority International Lead Day 5 Attempt call/ Send email Day 1 Attempt call 3 times (AM, PM, EVE) Send WhatsApp message/ email Day 3 Attempt call/ Send WhatsApp message/ email Workflow B Day 30+ Day 11-30 Day 9Day 7 Attempt call/ Send email Attempt call/ Send Whatsapp message/ email Weekly emails/calls Monthly newsletter Sample Follow-Up Workflow
  • 28. Medium Priority International Lead Day 5 Attempt call/ Send email Day 1 Attempt call/ Send email Day 3 Send WhatsApp message/ email Workflow C Day 30+ Day 11-30 Day 7 Send WhatsApp message/ email Weekly email nurtruing Monthly newsletter Sample Follow-Up Workflow
  • 29. Low Priority Internaitonal Lead Day 1 Send email Workflow D Sample Follow-up Workflow Day 7 Send email Monthly Newsletter
  • 30. Use CRM to Rotate Leads Round Robin
  • 31. Workflow A Setup: Local Leads Set triggers to enroll leads in a specific workflow
  • 32. Workflow A Setup: Local Leads Use CRM to map out your workflow activities
  • 33. Create Autoresponders By Program The program field determines which auto responder the new lead will get
  • 34. Create email templates for common queries Visa info Prices
  • 36. Record and View Each Lead’s Contact History
  • 37. Using a CRM for Calls
  • 38. Using a CRM for Calls – Calls Are Logged
  • 39. Using a CRM for Calls – Select Outcome
  • 40. Using a CRM for Calls Make notes on the call outcome
  • 41. Call Outcome Report Some CRM Systems give you the ability to monitor phone call volumes and their outcomes.
  • 42. Sending SMS with CRM Send SMS Directly from your CRM system
  • 44. Receiving SMS with CRM Replies form each lead will be logged directly in the CRM
  • 45. View Contacted Leads Through a CRM • Contact can include meetings scheduled, email or SMS answered and connected calls • Your contact rate with leads will have an overall impact on your conversion funnel. The more leads which are contacted, the more will potentially sign up.
  • 46. Admissions Activity Report Monitor your admissions activity and productivity. You can filter this by campus, by admissions counselor, etc.
  • 47. Using CRM On the Go
  • 48. Using CRM at Recruitment Events Build custom forms for tablets to capture lead info at recruitment fairs
  • 49. Promoting Webinars Using CRM Use CRM to encourage leads to sign up for webinars by creating custom workflows, forms, and landing pages
  • 50. Registered Confirmation email within 24 hours Invitation 10 days before the event Webinar Email Workflow Reminder email 1 day before event WEBINAR Follow-up email 1 day after event Undecided Reminder email 4 days before event Last call email 1 day before event WEBINAR
  • 51. Promoting Webinars Using CRM Direct leads to unique landing pages to sign up for your webinars When an existing lead completes the form, the activity is automatically recorded in your CRM
  • 52. Monitor the effectiveness of your webinar email campaigns
  • 53. CRM – Leads by Admissions Stages • Each lead gets “tagged” with the most recent stage • In this example, 78 or 2% have the “application form sent” stage indicating they applied
  • 54. Converting an inquiry to a booking takes effort! • Use your CRM to monitor the follow up activity • We see a range of 12-20 activities per lead for them to book! • In this example, we have 1010 follow up activities to book 78 students or 13 activities on average.
  • 55. Using CRM to Establish the ROI of your Digital Marketing
  • 56. • Define your admissions funnel • Use CRM to measure the ROI of your marketing • Use CRM to manage the inquiry conversion process • Measure your results and continuously improve Conclusion
  • 57. I’m easy to reach at: Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza Have questions about this presentation?

Editor's Notes

  1. Maybe we should change the title of this slide to match our media kits: What do you expect from Digital Marketing?
  2. Let me share the story of a client of ours. He was very happy, because he managed to let his students write good articles about the city and the local culture, which attracted thousand of visitors per month. When we did the first analysis, we did not see any of those visitors showing any interest in his programme. They were very interested in the article about the local food market, but not so much in learning the local language. So what we see here is the key – if all of us implement just this, I am very happy: A good lead capture form: Now, why is this important? - Chance to show interest Ability to follow up on your terms – we all know how humans are – a little bit of pushing gets the job done If Mercedes in Buenos Aires is interested in improving her english, but not sure. A nice talk with you might give her the confidence which will bring her to a great experience abroad 
  3. The persona is for ESI as we don’t an LS persona, but it works for illustrative purposes. We can’t use CW persona unless we have PPC ads and LPs in either Chinese or Arabic
  4. https://www.inlinguavictoria.com/application/
  5. https://www.inlinguavictoria.com/application/
  6. We could jazz this up a bit by having Jason make icons for each variable
  7. Not mad on this visual