StudyQA — Closer look at Lead Generation campaigns for Universities

Internet marketing allows you to use a more targeted approach in the online promotion of the university, programs compared to traditional e-mail campaigns and educational fairs. Promotional campaigns of universities that use online tools to attract students are also easily measurable, marketers can calculate the cost of attracting each student and assess the quality of using a particular channel.

Online lead generation for universities helps to increase the number of applicants. With this approach, interested students leave their contact details for communication, thus saving time for university employees to search for potential applicants, and having a database of “fresh” leads, you can start working with those applicants who already have an interest in a university or a specific training program.

What is lead generation for universities

Lead generation allows university marketers to effectively identify people who are interested in one of the educational services and also to receive personal data provided by the user (e-mail, phone, address, level of knowledge of a foreign language, previous education, average score, etc.). This data can later be used to conduct marketing campaigns for the purpose of recruiting candidates, such as, for example, telemarketing, e-mail newsletters, etc., allowing you to personalize messages targeted at different groups of students.

Among the advantages of lead generation:

• The ability to quickly create a database of potential students who have expressed interest in studying at this university / for a specific program

• Pay for result - not for clicks or impressions

• The cost of attracting a user is lower and easier to calculate the ROI of the campaign

• The ability to collect data on the current state of the market of applicants, trends, demographics, etc. data

Specifics of lead generation campaigns in universities

Work with a partner who will lead generation for universities will be based on an understanding of the goals and objectives of the company, risk assessment, cost of attracting users, channels for collecting leads, user targets and the timing of the campaign. All responsibility for achieving certain indicators (the required number of leads) lies with the partner, while the university pays for only each quality lead and holds the rights to users' personal data.

An important factor is the accuracy of the information. Therefore, here the question arises about the quality of the partner with whom the university collaborates. All leads must be collected without using autocomplete and with the consent of the user. Universities pay only high-quality leads that meet the criteria set at the beginning of the campaign.

When working with leads, try to segment the audience as much as possible and send only targeted messages to different groups of students, based on the information that they left about themselves. This will not only increase the percentage of responses to your messages, but also show good results in the number of incoming messages.

After the end of the campaign, it is important to calculate the conversion into completed applications, calculate the cost of attracting one user, analyze the subsequent technologies for working with processed leads and develop recommendations for the next campaigns.

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