The top 10 hem blog posts of 2014 part 2

The Top 10 HEM Blog Posts of 2014 – Part 2 –

Slide 1



Slide 2

1) Best of 2014 Continued...

2) Conducting Cohort Analysis With Google Analytics

3) Understanding Student Recruitment in China 101

4) The Year in Higher Education Marketing: Trends of 2013

5) Student Personas and Behaviour – Targeted Content

6) 3 Steps to Lead Nurturing for Increased Enrollment

7) Top Infographic of 2014

8) A Glance at The Biggest Trends of 2014

Overview

Source: Higher Education Marketing – The Top 10 HEM Blog Posts of 2014

http://www.higher-education-marketing.com/blog/top-10-hem-blog-posts-2014?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM





Slide 3

Last week, we outlined the first 5 posts of the top 10 HEM blog posts

of 2014.

Here’s what we’ve seen so far:

1. The Potential of Gamification for Student Recruitment

2. Text Messaging for Student Recruitment

3. Could Snapchat be the Next Big Trend in Student Marketing?

4. Telling Your School’s Story with Student Testimonials

5. International Student Recruitment in Brazil

Here, we will outline the remaining 5 of the top 10 HEM blog posts

of 2014...

Best of 2014 Continued...


http://www.higher-education-marketing.com/?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM

http://www.higher-education-marketing.com/blog/potential-gamification-student-recruitment?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM




http://www.higher-education-marketing.com/blog/text-messaging-student-recruitment?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM

http://www.higher-education-marketing.com/blog/snapchat-big-trend-student-marketing?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM




http://www.higher-education-marketing.com/blog/telling-story-student-testimonials?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM

http://www.higher-education-marketing.com/blog/international-student-recruitment-brazil?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM






Slide 4

Cohort analysis involves clustering web audiences/visitors

by the time period (i.e. week, month or year) in which they

first interact with your web ecosystem.

Allows analysts to compare and analyze the retention and

engagement of different user groups (prospective students, alumni,

current students etc.) to make sure that changes made during each

period have a positive impact.

New segmentation features for Google Analytics have been

recently introduced making it easier to isolate and analyze

subsets of visitors or app users (or cohort groups).

#6. Conducting Cohort Analysis With Google

Analytics


http://www.higher-education-marketing.com/services/analytics?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM

http://www.higher-education-marketing.com/blog/conducting-cohort-analysis-google-analytics








Slide 5

Creating Cohorts in Google Analytics

Create a new cohort, by clicking the + New Custom Segment button.

Next, you will be able to name your cohort and choose from the five

different types of segments.


Demographics: Age, gender, language,

location, etc.

Technology: Browser, screen resolution,

browser version, operating systems, etc.

Behavior: Number of visits to your site,

days since last visit, transactions, visit

duration, etc.

Date of first visit: First interaction with

your school’s website

Traffic Source: How they discovered your

website using medium, campaign, source

and keywords.







Slide 6

Preview the results and test it to make sure it works properly in

two simple steps:

Step 1: Click on the “Date of First Visit” tab and enter the applicable

date range, i.e. Sep 1, 2013 to Sep 30, 2013.

Step2: Enter “referral” under Medium and “Facebook” under

Source, then preview the results.

Two criteria must be fulfilled when conducting any type of cohort

analysis:

Analysis must take place over a meaningful period of time

All the members of the cohort should be analyzed over the

predefined period of time.


#6. Conducting Cohort Analysis With Google

Analytics











Slide 7

The number of students from China studying abroad rose by

17.7% from 2011 to 2012, making it one of the largest

international student population in the world.

As desire for a foreign education soars, interest in the ultra-

competitive gaokao Chinese college entrance exam is

steadily shrinking.

#7. Understanding Student Recruitment in

China


http://www.higher-education-marketing.com/services/international-student-recruitment?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM

http://www.higher-education-marketing.com/blog/understanding-student-recruitment-china-101








Slide 8

More and more, younger students from China are taking

Western standardized exams, such (SAT, TOEFL, etc.) with

an estimated 30% increase in students under 18 taking the

latter last year.


China










Slide 9

Understanding cultural differences: China's economic ascent has

created millionaires and a highly ambitious middle class with a taste for

luxury, which includes a world-class education.

Colleges and universities might appeal to these preferences by investing in

glossier promotional materials that emphasize a beautiful campus and historic

surroundings, famous graduates, world-class professors, and state-of-the-art

equipment.



China









Slide 10

Student mobility changes: Increasingly restrictive visa requirements in

the US and UK and concern for return on investment are working to the

advantage of schools in Canada and Australia.

The Canadian government has placed a recent focus on targeting “priority

markets” to brand the country as an ideal study destination, and last year

reached an agreement with China to expand two-way academic mobility,

aspiring to reach a combined goal of 1000, 0000 students studying in each

other’s countries within 5 years.

The immensity of student recruitment potential in China means that there

remains great opportunity for smaller or more vocational schools, including

partnering with larger agencies.



China

http://www.higher-education-marketing.com/?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM









Slide 11

Optimizing website communication

Prospective Chinese students tend to choose a destination country in the first step of

their selection process through Chinese search engine Baidu.

They commonly seek a "top university" in a particular subject, with no specific

place or institution in mind.

Effective content strategy and development begins with having a dedicated Chinese

expert to focus communication towards your best programs and key selling points for

this market.

Clearly express your application and visa policies while noting star

Chinese alumni and lecturers if possible.



China

http://www.higher-education-marketing.com/services/content-strategy-development?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM









Slide 12

Alumni Networking and Transnational Education

Word of mouth and networking is important for Chinese marketing, so procedures

should be implemented to ease the transition of current students, while communicating

non-judgmentally the cultural differences.

Current and former students can answer questions from prospects while reaching

out to their networks.

As Chinese higher education becomes more harmonized with other parts of the world,

we will see more transnational education in which students can receive foreign

degrees and certifications from their home country.



China









Slide 13

Quality content is more important than ever to engage website

viewers and increase search engine recognition.

An effective content sharing strategy makes your blog

the anchor of your content marketing, amplified on

priority social media networks, each with a slightly

different emphasis.

#8. The Year in Higher Education Marketing:

Trends of 2013



http://www.higher-education-marketing.com/blog/year-higher-education-marketing-trends-2013








Slide 14

Here are some of 2013’s biggest higher education marketing

trends:

Social media’s dizzying evolution

Facebook is still the dominant social network.

Google+ become impossible to ignore, featuring the second highest

number of active users.

Google Authorship seen as a significant factor in search engine

optimization.

LinkedIn made a splash with its university pages designed to attract

prospective students, and Instagram, Twitter, Pinterest and Tumblr

all made news in student recruitment circles.


Trends of 2013










Slide 15

Brand management with mobile-first, engaging websites

Page content, design and technical navigation elements

must be optimized to reduce website bounce rates.

As prospective students are increasingly mobile-only and

have little patience for poorly functioning websites, most

colleges and universities are at some stage of making

their sites responsive.



Trends of 2013









Slide 16

Innovative lead generation

Today’s students have grown up constantly connected to

the internet, so innovative schools are

integrating gamification into their lead generation

activities.

Webcasts, e-newsletters and text messaging are other

popular methods of interacting with potential and

current students.



Trends of 2013

http://www.higher-education-marketing.com/services/education-lead-generation?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM









Slide 17

International student recruitment

While international student mobility has been increasing for

several years, recruitment practices for this market went more

mainstream in 2013.

Leveraging technology, and longer term partnerships

and research, the pursuit of the increasingly younger

international student is getting more competitive all the

time.

North America’s three largest source countries: China, India

and South Korea.



Trends of 2013














Slide 18

Analytics solutions for improved measurement

Within the next five years, the classroom will learn about each student’s

learning style using sophisticated analytics to give educators the tools to

provide tailored curriculums.

In the realm of student marketing, advances in measurement techniques,

such as Google Analytics, have already created unprecedented

opportunities for continuously improving web functionality based on data-

driven results.



Trends of 2013










Slide 19

Your school can’t hope to successfully attract new students

without a clear understanding of their needs, hopes, objectives,

and concerns

Taking the logic a step further, we now seek to

understand their habits, building behaviorally targeted

content that dynamically responds to the way leads

interact with college web platforms.

#9. Student Personas and Behaviour-targeted

Content



http://www.higher-education-marketing.com/blog/student-personas-behavior-targeted-content










Slide 20

Building Student Personas

By analyzing metrics like pages visited, time spent on each page, links

clicked, and searches performed, colleges can begin to customize student

recruitment messaging with specific behavioral characteristics in mind.

Personalized Content

Once you’ve identified several key personas for your student leads, you can

leverage this knowledge and make changes to how they experience your

website and engage with your content.



Content











Slide 21

A College Case In Point

In collaboration with HubSpot,

the Lauterstein-Conway Massage

School designed a website homepage that

features a prominent CTA:

When targeting analyzed lead behaviors, the

college could design this CTA to change,

depending on the visitor profile – a financial

aid package for students who have

searched for funding solutions, or an e-book

on re-training strategies for career

professionals.



Content











Slide 22 Source: Higher Education Marketing – The Top 10 HEM Blog Posts of 2014

What’s Next: High-Tech Targeting

College and university websites will soon feature alternating homepages and

landing pages, customized according to the behavioral profiles of visiting

leads.

Marketers will craft content strategies for schools that respond to specific

search engine key terms, sending visitors directly to the educational resources

they’re likely to find most appealing.

Admissions departments will continue to identify lead behavioral personas,

breaking them down into increasingly specific subdivisions.


Content












Slide 23

1. Define Lead Quality

Efficient recruitment processes consider the costs related to acquiring each

student – the number of qualified leads per total expenditure for each

marketing channel.

Segmenting leads according to their stage of the admissions process is an

effective method of reducing conversion time and allows easier tracking of

various contact methods.

#10. 3 Steps to Lead Nurturing for Increased

Enrollment



http://www.higher-education-marketing.com/blog/lead-nurturing








Slide 24

2. Quick Replies with Auto-Response

Admissions offices can get overwhelmed by requests, but without a

functional inquiry response system, institutions risk losing not only the

inquiring student but also peers influenced by word of mouth

Email is the least expensive and easiest form of communication with

prospects.

The most efficient responses use tools to automate the process,

customizing replies based on segmentation variables.


Enrollment










Slide 25

3. Drip Marketing Campaign

Drip marketing is a communication strategy to send a series of messages

over time, sequenced to guide leads gradually down the enrollment funnel.

Drip Marketing identifies the truly interested prospects to focus on

lead generation

Drip activity generally starts with a higher frequency and then slows

down to once a month until the lead has officially been ruled out.



Enrollment










Slide 26

Here is a sample lead cultivation schedule from Hobsons:



Enrollment









Slide 27

Infographic – 4 Reasons Why Higher Ed Institutions Must Invest

in SEO

For all the benefits of search engine optimization (SEO), it

seems some higher education institutions still need to be

convinced why it is so important in gaining visibility for your

school.

Today's increasingly web-savvy students are conducting the majority

of their college and university search online and if your school isn't

ranking on Google's first page, you could be losing out.

Top Infographic of 2014


http://www.higher-education-marketing.com/blog/infographic-4-reasons-higher-ed-institutions-invest-seo?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM


http://www.higher-education-marketing.com/services/search-engine-optimization?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM






Slide 28

Infographic – 4 Reasons Why Higher Ed Institutions Must Invest

in SEO

For all the benefits of search engine optimization (SEO), it

seems some higher education institutions still need to be

convinced why it is so important in gaining visibility for your

school.

Today's increasingly web-savvy students are conducting

the majority of their college and university search online

and if your school isn't ranking on Google's first page,

you could be losing out.

SEO isn't about manipulating low-quality sites with link

spamming - it involves integrating your valuable content with

social media resources through data-driven strategies so that

your targeted audiences can easily find you. For optimal

visibility, a smart and well-targeted SEO campaign is absolutely

essential.

Top Infographic of 2014




http://www.higher-education-marketing.com/services/search-engine-optimization?utm_source=Slideshare&utm_medium=slide&utm_campaign=SlideshareHEM






Slide 29

As we look back over our blogging activity from 2014, a number

of trends seem clear to us from our readership’s interests,

these include:

International student recruitment from abroad by universities,

colleges, vocational and language schools is a key growth strategy

across the marketplace in both Canada and the US, as population

demographics work against continued growth from traditional target

markets.

Content marketing is coming of age in higher ed. Marketers are

adopting content marketing as a key strategy to deliver their messaging

prioirites as well as address the SEO priorities of their websites.

Lead generation has become a marketing priority for almost all higher

ed institutions.

A Glance at The Biggest Trends of 2014








Slide 30

We hope you have enjoyed reading our blog posts in the past

year. We have certainly enjoyed producing them and have

learned much in the process. We thank you for your

wonderful support of the blog through your comments and

encouragement.







Slide 31

Questions? 1.514.312.3968

[email protected]

Visit our Website: Higher Education Marketing

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The top 10 hem blog posts of 2014 part 2

Marketing

Transcript of The top 10 hem blog posts of 2014 part 2