Every student journey is unique, which makes marketing to and recruiting undergraduate and adult learners extremely challenging. Not only are students hard to identify, but the pathways by which students find their way to your undergraduate, online or postgrad programs, vary greatly.
Every prospective student has unique motivations, goals, and timelines.
According to Google ‘forget everything you know about the marketing funnel. Today, people are no longer following a linear path from awareness to consideration to purchase. They are narrowing and broadening their consideration set in unique and unpredictable moments.
People turn to their devices to get immediate answers. And every time they do, they are reshaping the traditional marketing funnel along the way”.
So across all our clients, we examined whether marketing according to student motivation —using real-time data to be responsive to specific moments and behaviours and free content—could impact our client’s results.
What we found was pretty remarkable.
The clients who engaged with future students giving away a free MyCareerMatch (or CourseMatch) personality quiz as part of their marketing mix, generated three times the number of qualified leads compared to typical advertising campaigns – and saw an average 23% increase in enrolments.
Education industry PPC challenges
Keywords are expensive! But universities include them in their marketing budgets to build their brand and drive traffic to their website. Just don’t forget the personal ‘wow factor’ of a branded career personality quiz that collects so much more personal data!
Education is a universal desire and often a requirement to survive and thrive in today’s society. With a market so big, as one would expect, education keywords don’t come cheap.
According to Google’s Keywords Planner, education PPC ads can cost between $30-$80 per click depending on the program/degree-related keywords advertised.
Compare that with your MyCareerMatch or MyCourseMatch campaigns that will cost you less than $9 per qualified lead! Talk to us. We’ll make your marketing budget go further.
My invitation to you
“We know it’s not easy to make major changes in a large institution, especially in an area like education marketing, with its complicated budgets and multiple decision-makers. But hopefully, these ideas will inspire you to try out some new strategies and make the case to your team members that personalised lead generation and student recruitment tools like MyCareerMatch and MyCourseMatch are the way to go.” Contact me