Today, having a website, being present on social media and participating in student fairs is no longer enough for effective recruitment. This is why you will need to implement a relevant and permanent lead nurturing strategy.
Lead nurturing is a procedure that will enable you to maintain your commercial relationship with your prospect students and guide them throughout their enrolment process.
You have just met a student at a trade fair, online event or they have submit a form thanks to one of your marketing campaigns. The first contact has been made, but it’s far from over.
You will now have to guide your prospect, step by step, towards his or her registration at your institution. We are all busy all the time. The principle of lead nurturing is to send the right message at the right time, without interrupting the lives of your recipients.
Most marketing relationships take time and investment to mature and eventually lead to the purchase decision. It is important to point out that many sales actions fail because they occur too early or too late. It will therefore be a matter of concentrating marketing and communication efforts to listen to the needs of prospects and provide them with the information and answers they need to move forward in their thinking about your product (your establishment). It is thanks to the internet, and more precisely thanks to the emergence of newsletters and white papers, that lead nurturing is now such an important marketing strategy.
First and foremost, it will be essential to implement a marketing automation strategy.
Indeed, your establishment probably has a multitude of contacts that it will be impossible to process “manually”. This is where marketing automation comes in: it will automate the actions designed to help the prospect’s thinking. The aim is to bring him to a point where it will be easy for a sales representative to close the sale.
Marketing automation thus allows the automatic and targeted sending of content to a prospect. We send the right things at the right time. Each prospect is given a score, according to a scoring system. During the purchasing process, the customer (the potential student) will carry out various actions to inform himself, reassure himself and mature in his thinking about whether or not to enrol in your institution. Each of these actions corresponds to a certain number of points.
Here are a few examples of actions that can help you give your prospects a mark:
The personal information collected (socio-demographic data) also influences the student’s score. The scoring system will therefore allow you to treat the hottest leads (the most interested and therefore most interesting for you) as a priority.
From the moment students express their interest in our institution, we want to make sure that they receive personal attention. This may include attracting them through targeted content marketing. Once they have shown their interest, we need to be proactive in our communication. Then, after they have enrolled at the institution, we need to continue to talk to them, to guide them.
Most higher education institutions are lagging behind in marketing automation and lead nurturing. So this strategy could prove to be a real competitive advantage for your school.
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