Recruitment Marketing: Bridging the Gap Between Awareness & Commitment

Recruitment MarketingBridging the Gap Between

Awareness and Commitment

Kyle James@KyleJames

CEO @nuCloudFounder @eduGuru

Who has a Degreein Marketing?

Who Am I?

Traditional Marketing Not Enough

http://bit.ly/SHJ2Px

Marketing Has Changed1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalesperson

Inbound MarketingBlog SEO Social Media

Analytics

Inbound Marketing Process

What is Important?

What are our goals?

Biggest Content Challenge?

Create and Manage Promote

Track and Measure

Content Marketing Strategy

Inbound vs Content

They are Basically the Same

RECRUITMENTFUNNEL

What is the purpose of our

website?

At most schools 50%+ of annual revenue comes

through tuition

Follow The Money!

IMPORTANT• Give Us Money!• But How?

• Applicants• Schedule a Visit• Download

Catalog

• Get on Mailing List

• Alumni Donations

Marketing Funnel Sales Funnel

Marketing Process

Recruitment Funnel

AwarenessVisit Website

Learn about School

Convert/Engage Request InfoVisit Campus

CommitApplyAttend

Recruitment Funnel

AwarenessVisit Website

Learn about School

Convert/Engage Request InfoVisit Campus

CommitApplyAttend

Let’s give a specific exampleThe Virtual Tour

Physical Campus Tour Is Critical

Data from Noel-Levitz – www.noellevitz.com

Vital to Recruitment

ROI AnalysisBuild a Business Case

Establishing ROI

If we can work backwards from the value of a student we can establish the value of an Interactive Campus Map.

*All numbers are created as examples

You can use this same process to decide the value

of doing any web project

Let’s Do Some Math

What is the value of a Student?

• Average Years = 3• Cost Per Year = $20,000• Average Yearly Discount = $10,000

• Student Value = 3 * ($20,000 - $10,000)• So a Student is worth

$30,000!

What is the value of an Applicant?

• Student Value = $30,000• Conversion Rate in Applicant = 20%

• App Value = $30,000 * .2• So an Applicant is worth

$6,000!

Value Of Campus Tour?

What is a Campus Visit Worth?

• Application Value = $6,000• Conversion Rate of Visits to Applicant = 20%

• Value of Visit = $6,000 * .2• So Each Student Visit is Worth

$1,200!

What is a Virtual Tour Visit Worth?

• Visit Value = $1,200• Conversion of Map to Visit = 5%

• Value of a Map View = $1,200 * .05• So Each Map View is Worth

$60!

Do You Think 1,000 People Would View Your

Map In A Month?

Then Having A Map Is Worth $60,000!

Per Month!

You can now justify this project

ROI Spreadsheet

http://bit.ly/map-roi

Let’s take a step back

You can use this same process to decide the value

of doing any web project

Your website connects Awareness

to Commitment

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Possible Important Items

Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the

ViewbookTake a Virtual Tour

General GoalsSign up for email

updatesWatch VideosSubscribe to Content Like on FacebookFollow on TwitterRead Blogs

Return on Investment

ROI is how you measure web

investment ideas!

Why Do 70% Not Do This?

http://bit.ly/SHJ2Px

Fully Understanding Convert/Engage

AwarenessVisit Website

Learn about School

Convert/Engage Request InfoVisit Campus

CommitApplyAttend

47

The Conversion Process

• If we aren’t getting people to convert on our traffic then what does a thousand or a million visitors to our site matter?

How Do You Convert?

• Conversions require Landing Pages

• A Landing Page is a Page with a Form on it.

Three Steps of a Conversion Process

1. The Call to Action

2. The Landing Page

3. The Follow-Up

The Call to Action

• Are your offers compelling?• Call to action best practices

– Create urgency– Include an image– Contrasting colors– Be specific/inspirational

Example On a College Site

Example On a College Site

Example On a College Site

Testing Call To Actions

The Landing Page

http://www.southtexascollege.edu/welcome/

The Landing Page

The Landing Page

• Keep it simple– Little to no navigation or other links

• People scan, don’t read– Bullet points– Pictures– Bold copy– Five second rule

• Make it instantly obvious what they will get• Shorter the form the higher the conversion rate• Possible alternative call to actions

The Follow-Up

• Thank you page• Auto response email• Additional (social) channels to connect• Opportunities for further engagement

– Lead Nurturing– Email Marketing– Phone Calls– Snail Mail

Thank You Page Examples

Thank You Page Examples

Awareness (aka Getting Found)

Built In Awareness

Built In Awareness

If people can’t find it, does it matter?

Search Engine Optimization

Over 3 billion searches per day!

SEO is Usability and Accessibility

Publish Content Worth Sharing

Always Share Your Content

Always Be Ready To Give

Make Your Content Easy To Share

Don’t Forget Your PurposeTie Social Media To Conversions

Recapping (Funnel and Process)

AwarenessVisit Website

Learn about School

Convert/Engage Request InfoVisit Campus

CommitApplyAttend

Quickly About Commitment

AwarenessVisit Website

Learn about School

Convert/Engage Request InfoVisit Campus

CommitApplyAttend

Quickly About Analytics

ANALYZEDiscover or reveal (something)

through examination

If a tree falls in a forest does it make a sound?

Avoid Paralysis by Analysis

• Are we accomplishing our goals?

• Don’t try and measure everything

• Focus on a few (3-5 and it should includes inquires/leads) metrics instead of everything

Does More Visitors Matter?

Does More Time On Site Matter?

Is More Pages/Visit A Good Thing?

Traffic Increase Without Increasing Conversions Is Wasted Work

Does More Visitors Matter?

Are Certain Types of Traffic Better?

Data Example – This Webinar

Conversions Matter!

It doesn’t matter if you get a thousand visitors a month or a million if none of them are actually

converting into applicants/students!

The One Takeaway

Your Whole Web Strategy Fails Without

Conversions

Questions?

Kyle James@KyleJames

[email protected]