By Kyle Campbell, Content Marketing Officer, Aston University
Last week I shared some of the key milestones we’re taking to transform our lead nurturing strategy at Aston but it doesn’t stop there. Part two of this blog explores my last three steps which has helped set us in the right direction to aim for marketing nirvana.
By any means this is not a quick or simple process, it’s ongoing and will take some time to get right for your institution, but if you’re already taking these small steps, you’re well on your way.
TWEAK ONE THING
This isn’t a ‘deliver and move on’ sort of deal. Of course, there will be key milestones, such as mapping out workflows, creating launch comms and applying a consistent design…but this is the journey that just keeps on giving.
Your suite of metrics, for example Open Rate, CTR and ‘lead to applicant; applicant to confirmation rate’ will be used to identify bottlenecks, what’s working across the journey and potential gaps for niche comms.
Put the word ‘niche’ on your CRM to-do list. As the market becomes more fragmented, our only response can be to segment, segment and segment.
Are there hotspots for you geographically which could do with their own set of communications? Are there small pockets of desirable students, which have a set of very specific needs, not answered by other universities? Can you be the go-to people for information on a particular topic?
Consider this as you review and build your journey.
EMPLOY A CONTENT DUDE, LIKE ME 😀
The thing is, you can have the perfect conversion workflows, triggers and information systems set up, but it’s all going to fall flat if your comms don’t speak to your audience.
I could write a whole separate piece on this, but essentially you need someone who can tell your story and isn’t afraid to work with multiple teams in order to share it in the best way.
You need a resource capable of giving your audience attractive stuff, which sings about your USPs, but that does so in a way that is useful to your market.
The word useful is key here. TSR recently published a piece showcasing the value of content marketing and demonstrated the impact of helpful, non-product focused content for brands to resonate and build meaningful relationships with their audience.
THE CONVERSION LEAD NURTURE JOURNEY THING – EVERYONE IS DOING IT
The phrase ‘student journey’ certainly still spikes my attention, but not in the same way as people intent on making me watch their space.
If you’re one of few willing to map stuff out, leap departmental walls and drown out the folk shouting from the sidelines – fair play to you.
Everyone sends out communications, few do it well. Your conversion workflows are a chance to build something lasting, that works across multiple channels and aspires beyond emails starting with ‘Dear Applicant’ and ending with click here. Aim marketing nirvana, or at least the start of the journey.
Haven’t read part 1? Check it out here.