With global competition and rising costs of the acquisition, there is no question that the digital era has made the Sisyphean task of student enrollment for higher education brand. Against local rivals, regional, and even international to lead the same, it is more difficult than Digital Marketing Company in Bath ever to cut through the noise and make meaningful connections with potential students.
So, when one of a network of leading universities in the world come to us with the intake of students challenge-rise while reducing the cost per registration-we knew we had to dig deeper into the realm (much, much deeper) to consider exactly how to win against the odds.
(Spoiler alert: it’s all neatly summarized in our infographic, which you can download as a PDF.)
This is what we learned:
Land your strategy in research
Start by defining the online opportunity for your school. What other schools do? What would make you unique in what you say? How, exactly, would you say that? (Get a head start with our practical research of higher education to digital marketing.)
For our clients, we distilled concise, unique reasons to believe (RTB) -why person must apply for schools and use them as a jumping-off point to generate detailed strategic platform for any brand of universities that includes 30+ particular country platform for one particular institution.
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A Strategic Platform, you say?
Starting with the data. Our data-driven agency and we preferred the hard fact for the assumption or speculation. We did our homework, researching every spectator, competition, industry, and educational space in depth. a unique methodology and approach allows us to take some key insights into the “aha!” moments that drive significant business decisions.
opportunity knocks. We use our insight to find those hot digital opportunities for our clients. This gold intersection between what the market wants, what the competition is not doing well, and what we’re best at school.
A springboard for success. We then unite together as a platform-branding, messaging, digital behaviors, and rules of engagement for each brand to be used in the digital space with their audience. People usually interact with the school or the brand over the contact media, so that our platform is focused on the customer journey to deliver not only a compelling message but a cohesive experience.
Designing a content strategy to drive engagement
Each worth of salt content strategy personas informed by in-depth market research and data-driven. Once you define a target audience-including their behavior online and offline through various stages of the registration process you’ve got to prepare your content for amplification to a local, personal level. Tailor tone and visual elements to account for the intricacies of the different GEOS, demographics, and even the type of degree.
At this stage, we took the opportunity to prioritize content creation to market with a high (or high potential) student enrollment. As a result, we were able to take advantage of the competitive gap in each room, opening up new possibilities for media testing and optimization in the most profitable areas.
Execute, optimize, repeat
In such a crowded, competitive market, you should carefully determine your media spend to minimize clicks that are likely to convert. Do you want to target market or demographics with known affinity for certain types of programs, such as an MBA? Then the weight of the budget for customized targeting and messaging. We do that for certain members of our client-network-layering of America’s leading Digital Marketing Companies in Bath universities in custom landing pages for lead almost doubled within one year while reducing the CPL by 23%.
It is also important to iterate. For a leading European university, we refine ad copy for several stages to reach the 174% increase in click-through rate (CTR). Iterate your media spend too.