Higher education marketing

Analyzes Higher Education Enrollment Strategy in the Post-Pandemic World

Key needs for higher education marketing

Image by Nabler

Key Needs of Higher Education Marketers

In recent years, higher education preferences have shifted considerably toward online learning. In 2020, this trend has only accelerated with the impact of pandemic. Higher education chief marketing officers are under a lot of pressure to get noticed in this highly competitive market. Vying for the attention and, ultimately, the enrollment of students at home through online content and marketing is a challenge. Despite the increase in the amount of time people are spending online, marketers of all stripes are struggling to capture attention in such a crowded messaging environment. Every higher education CMO is asking themselves: “How do I make my school stand out?”

The first challenge is to find out what prospective students are looking for. With so many dynamic factors to track, evaluate, and act on, it can be hard to know where to start.

The average student now spends less time evaluating and pick courses. This means fewer touchpoints and shorter engagement durations. Further, the piece of the pie is shrinking. The growth of online programs has brought more competitors. The question becomes: “How do I differentiate my program from the competition?”

It is not enough to show this differentiating factor once — repetition is key. The student needs personalized content and marketing at all high-impact touchpoints throughout their entire journey. The challenge for the marketer is to understand this behavior and complexity and weed out anomalies and casual behavior.

Today’s higher education marketer faces three challenges:

  1. They don’t know the audience segments across prospects and leads, and how to measure the relevance of content to these audience segments.
  2. They need to know when highly interested prospects visit their website or app, and how to convert more casual visitors
  3. They need to make sure that the right content is seen by prospects across the student enrollment journey

Report on Higher Education: https://www.nabler.com/reports/key-considerations-for-higher-education-industry-in-the-post-pandemic-world/

How Nabler Drives Outcomes for Higher Education Marketing

Obviously, the same content does not work for all users. Nabler provides a more dynamic, segmented, and real-time approach to each of its clients. Our analysis and products will help CMOs a top-of-the-funnel marketing scheme for a more tailored approach. The CMO and his team are in complete control of a prospective student’s journey — from a visit to inquiry to enrollment. To achieve this, we maintain content and marketing effectiveness throughout the journey.

Nabler has been at the forefront of solving key challenges for higher education marketers for the last several quarters. Here are some of the significant outcomes that we have driven for our clients:

1. Decrease the cost per lead by 21% through audience segmentation and data enrichment

Using data enrichment techniques, Nabler focuses on user-level demographics and interest resolution through easy-to-identify information including persona, content, and marketing strategy.

Rather than examine the content and marketing efficiency separately, our proprietary measurement method directly monitors cost per visit and cost per lead. Against this data, we then rank different content and campaigns and segment high, medium, and low performance. This allows higher education marketers to focus on strategies that improve the efficiency of medium-performing content and campaigns and reduce the cost per lead.

2. Double the website conversion rate in half the time

We drive T&O and streamline impact-driven cycles of tests and implementations. At the core of this optimization are the intent scores and the look-alike analyses that allow higher education marketers to maximize the experience of visitors with a medium or high likelihood to convert. We take care of the entire problem finding and analysis to the test evaluation. With the entire process being driven by Nabler, there is no dependency on anyone else, which further decreases timelines. Because the test cycle and impact are completed in-house, we can double the conversion rate in half the time.

3. Increase Content Efficiency Score across the journey by 20–25%

Our solution evaluates customer behavior, and the touchpoints used to access the site, which helps with the following:

  • Distinct user intent groups
  • New content/content edit suggestions for the different user intent groups
  • Marketing recommendations for the different phases of the customer
  • Focus on prospects in the lead nurture towards conversion through content and marketing strategies

This process also helps increase marketing efficiency and adds to the marketing and content returns.

Key Higher Education Solutions from Nabler

The key solutions that Nabler brings to the marketing organization of the higher education industry include: This solution allows users to build segmented user criteria through third-party enriched information, behavior demonstrations, platform-provided contextual information, and intent. These segments can be trained through machine learning on a regular basis and act as classification mechanisms for any new audience acquired or identified. The segments of identified interest can be used to target additional audiences as well as refine any marketing strategy. The solution can be embedded or integrated in real-time with most leading CDPs and CRMs.This solution provides an output of the segmentation of users based on their channel and behavior, which creates a propensity score towards conversion: — Low score users (Casual browsers, early researchers, etc.) — Medium score users (Users looking for specific information, active researchers, etc.) — High score users (Users who have chosen a specific program) The marketer’s target group becomes better defined, and focus would move more users from low and medium scores to high scores as defined by the behavior of converters. Not only that, as part of the solution, we can identify the content needed to move users into high score segments. This helps identify high conversion intent visitors for whom real-time personalization assessed by UX Research and T&Ocan be deployed on the website, as well as more effective retargeting strategies, can be leveraged. 3.

1. Audience Segmentation

Nabler’s Student Enrollment Journey Planner

Based on the stage of the users, and their propensity towards conversion, we can create an effective marketing strategy, which includes remarketing and collaterals that would make the most impact at those specific points based on the effectiveness scores of the individual assets. These might include gated content, infographics, career growth snapshots, and salary expectations.

Nabler’s Overall Experience in Higher Education

Nabler has worked in higher education marketing since the start of the last decade. Over this time, we have partnered with more than 80 institutions across North America. We have seen the drastic transformations taking place and have developed ahead of these new developments. Nabler has served the industry with its services in digital analytics, cloud and data analytics, business intelligence, and data sciences.

Originally published at https://www.nabler.com.

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John Matthew

☞ Built and sold 2 startups as a business-side entrepreneur. ☞ Grew topline revenue to $20M by building a nationwide movement. ☞ Invested $30M as a VC.