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Reaching Today's Prospective Students: Can higher education marketers impact the decision process of today’s empowered p

Can higher education marketers impact the decision process of today’s empowered prospect?.

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Reaching Today's Prospective Students: Can higher education marketers impact the decision process of today’s empowered p

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  1. WEBINAR: Connecting with Today’s Prospective Students Insights and Best Practices from LinkedIn

  2. Ira Amilhussin Sr. Marketing Manager LinkedIn Scott Jones AccountManager LinkedIn Irina Skripnik Research Consultant LinkedIn

  3. It’s challenging to convert prospects to students but the value of the degree is still there 58% 63% of admissions directorsdid not meet their 2015 enrollment goals of all American jobs will require some sort of education beyond high school by 2018 1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed 2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014

  4. ? How can higher education marketers impact the decision process of today’s empowered prospect?

  5. Understanding today’s higher education decision journeyWe surveyed 15,000+ respondents on LinkedIn UK Netherlands Germany Canada South Korea France Hong Kong Japan USA India Spain Singapore Australia Brazil • This deck features U.S. Results • 1,627 total respondents including: • 502 MBA / Masters Intenders • 524 MBA / Masters Grads LinkedIn Survey and Internal Data: August 2015

  6. Key Findings Peer groupsand professional networks are a significant influence The decision process isexclusive and it’s critical to make the shortlist Millennials are driven by a different mindset than Gen X Prospects seek specific contentat each stage

  7. The decision-making process is exclusive • It’s critical to make the short list 72% develop their shortlistbefore reaching out toa school representative 93% end up enrollingat a school fromtheir shortlist Only 3 schools make theprospects’ shortlist Base: MBA and Masters Grads (n=524)

  8. Friends and peers are key influencers Top influential sources when considering further education 8% 55% 50% 25% 25% 25% Professional networks are 3x as influential as personal networks Base: MBA and Masters Intenders (n=502)

  9. Increased earnings drives the higher education decision Top 5 factors influencing the decision to undertake higher education Increasing Trend:Skill developmentto compete intoday’s world Base: MBA and Masters Intenders (n=502)

  10. Millennials and GenXers both have a strong passionfor learning, but for different reasons Top factors influencing decision to undertake higher education 1 1 2 2 3 3 4 4 Base: MBA and Masters Intenders (n=502)

  11. When deciding where to study, quality of learningexperience is more important than cost Respondents who intend to undertake a Masters or MBA University Ranking came in 7th Base: MBA and Masters Intenders (n=502)

  12. Flexible study options are essential But there are differences by age GenXers are 58% more likely to want online study options. Millennials are 21% more likelyto want part-time local study options. Base: MBA and Masters Intenders (n=502)

  13. Giving them relevant content at each stagewill help keep schools top of mind Institution rankings Education and industry news Top types of information sought by intenders in each stageof the higher education decision-making process: Information on courses and degree programs Career Advice Expert commentary and reviews Staff and lecturer profiles Alumni profiles/achievements Base: MBA and Masters Intenders (n=502)

  14. Giving them relevant content at each stagewill help keep schools top of mind Top types of information sought by intenders in each stageof the higher education decision-making process: Base: MBA and Masters Intenders (n=502)

  15. Key Findings Implication:Engage early in the decision process witha relevant content marketing strategy Implication:Understand the nuances of your audience and target them with relevant content by decision stage Implication:Arm alumni and professional groups with information that is easily shared with prospective students Implication:Test different types of content for Millennials vs. Gen X that address their different drivers Peer groupsand professional networks are a significant influence The decision-making process is exclusive and making the short list is critical Millennials are driven by a different mindset than Gen X Prospects seek specific contentat each stage

  16. The New Role of ContentContent for NurturingProactive Planning, not Reacting

  17. Consumers use an average of 10.4 sources to research a purchase decision Google Zero Moment of Truth 2011

  18. Top Content Marketing Scores Globally- Q2 2015 • What We Can Learn • Paid, Owned, Earned: 70% of the top 10 use all of LinkedIn’s sharing tools: including SU, employee sharing, and the publishing platform • Share often: top companies share up to 10+ times per day! • Know your audience: understand who your followers are and take advantage of organic update targeting to boost engagement rates

  19. Think Beyond the Typical 9-5 Schedule

  20. Industry Trends: Mobile First 6:00AM 12:00PM 9:00 PM 7:00 8:00 9:00 10:00 11:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00

  21. EDU on LinkedInCompetition and Audience Insights

  22. LinkedIn Content by the Numbers 400M+ Professionals 100,000+ Articles per week 7 Ways to share content 7X Content vs. Jobs 500+ Influencers 50% Mobile 70%+ for SU

  23. 3 Things to Start Doing Differently. Now. Be helpful and audience-first. Think about the benefit to the member 1 Provide useful information before asking for contact information 2 Tell stories and use “you” information 3 Source: LinkedIn Internal Study May 2015

  24. How to Differentiate: Rule #1- Know Your Audience: What Followers Want to Hear Source: LinkedIn Internal Study May 2015

  25. Engage Non-FollowersLinkedIn Trending Topics in the US Current non-MBA Postgrad Students Current MBA Postgrad Students

  26. Top EDU Updates: Advice, Information, and Reputation Source: LinkedIn Internal Study May 2015

  27. Full Funnel ApproachContent Through the Buyer’s Journey Infographics, blog posts, industry trends, influencer content, “behind the scenes” and exclusive content Shape Perception Establish Trust best practice guides, case studies, product reviews, analyst reports, webinars, blog posts Drive traffic for nurturing Earn new leads white papers, research briefs, product demos, trials, events, product reviews and comparisons, analyst reports Nurture to convince and convert newsletters, recommendations, case studies, product news, tutorials

  28. UPPER FUNNEL BRAND MESSAGING THOUGHT LEADERSHIP EDU: Through The Funnel Key Takeaway: GIVE value to GET value BOTTOM FUNNEL LEAD FOCUSED DIRECT MESSAGING

  29. Test, Optimize, Repeat

  30. Create content that is helpful, informative and/or entertaining Try writing from these perspectives: The Helpful Advisor The Conversationalist The Cliffhanger Start by explaining howyour piece of content willhelp your target achieveprofessional success. Tell your audience just enoughto pique their interest but not somuch that they aren’t compelledto learn more. Make a bold statement or aska question to spark a conversationand get your audience to react.

  31. Use images to drive engagementLet your images stand out in the feed • Adhere to published specifications to ensure your image is the proper resolution. • Use the image to expand on the contentor emphasize the CTA. • Make sure you choose an image that accuratelyreflects your content. Consistency between imageand story conveys the topic before the membereven reads a word.

  32. Test and improve performance with Direct Sponsored Content At any time, test 2 to 3versions of your contentto continuously improveperformance. Think Simple: Consider testing personalizationor variations of your CTA. 38% CTR* lift

  33. Test and improve performance with Direct Sponsored Content At any time, test 2 to 3versions of your contentto continuously improveperformance. Keep it positive and inspirational: Consider testing questions, actionable wording 85% CTR* lift

  34. Test and improve performance with Direct Sponsored Content At any time, test 2 to 3versions of your contentto continuously improveperformance. Inspire improvement: Followed by a strong CTA 49% CTR* lift

  35. Optimize your content for mobile • For best mobile performance make sure: • Your intro copy is fewer than 150 character or eliminate it all together • Your CTA is clear • Your landing page is optimized for the small screen

  36. And Have Fun! Stand Out: Top Updates are Entertaining

  37. Optimize Your Landing Pages • Once the member clicks your update, delight them with an experience on your website that will convert. Have more on your page than just a lead form. Landing pages should create a seamless experience from the update, providing details that explain why this content is valuable enough to give up personal info—with a prominent call to action to download the full piece in order to obtain that value.

  38. Optimize Your Landing Pages Most important, make sure your landing page is mobile responsive—otherwise you are wasting leads. 70% of clicks from Sponsored Updates will come from mobile

  39. Optimize Your Landing Pages Name Keep your forms short. Email No one wants to spend time filling out a lengthy form. Only capture the information you absolutely need—this will help with conversions, especially on mobile. Phone SUBMIT 22

  40. Campaign Strategy and Content Planning Keep lead generation a top priority while still focusing on awareness and thought leadership. Become known to new members and keep engaging post lead.

  41. One Big Rock. Many Pebbles.

  42. Context + Value + Mindset

  43. . Threaded messages People centric list view Chat style interface

  44. . Personalized greeting Image banner for branding impact Easy to navigate left pane Custom call to action button

  45. Seamless Member Experience on Mobile

  46. “How do you take your Sponsored InMails from Great to Outstanding?”

  47. 1. The Impact of Your Message Starts with the Preview Give a good reason to engage with your content • Sender: • Person = personalized 1st person content “I” • Company = content on behalf of a team or product • Subject: • Be concise about what the value member will get from the message. • Description: • Give member specific instructions what to do with your message ex. Register for… download the…

  48. 2. Good subject lines Short, impactful subject lines often utilize some of the following key words: Thanks Exclusive invitation Connect Job opportunities Join us Let them stand out in the inbox

  49. 3. Target audiences want relevant content Let your audience know this message is relevant for them but don’t go overboard i.e.. “Hi California event planner working at an enterprise level company…” Tailor your content accordingly – Call out your target audience PRO TIP:

  50. 4. Include seniority targeting only when relevant Narrow in on those who are most likely to engage Influence the Influencer: Consider targeting Senior IC as part of your audience these are the Senior System Network Engineers, Senior Developers, Accountants, Lawyers, Scientists You have a much bigger audience that will test products and influence the purchase vs. person signing the contract Pro tip: Owner/Partner/CXO content should be crafted specifically for this audience

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