As we look forward to a new academic year, we are all beginning to think about all that the next year could bring. For schools and education organizations, that means improved student recruitment through more effective education marketing. With more competition, an industry that hasn't really had to focus on marketing in the past, and an increase in the number of schools and districts throughout the US, schools are struggling to effectively recruit and retain students. Let's take a look at five ways to improve your student recruitment with effective education marketing in the new year.
The software as a service (SaaS) industry has been on a full takeover campaign over the past few years, shaking up every part of the business world. However, anyone in the industry can tell you that SaaS marketing is an entirely different beast from other types of marketing and requires some serious strategy to get results.
Although the SaaS revolution seems to have occurred overnight, with millions of businesses relying on service organizations to store their valuable data off-site, the industry’s booming popularity was due in part to some pretty impressive marketing. Here are some of the best tips from industry experts to help get your SaaS company on the map.
If you rely on HubSpot for marketing automation or customer relationship management, lifecycle stages are an essential component of the platform. The problem is that they can be really confusing to understand since the concept of each stage is open to interpretation and adaptation, but HubSpot’s current format makes the lifecycle stage implementation pretty rigid and automatic. Developing a clear understanding of the purpose of each stage and how they can work most effectively to motivate leads to become customers will help your sales and marketing teams avoid the need for workarounds in the future.
HubSpot is one of the best tools in any marketing or sales team's arsenal, but a tool is really only as good as the person using it. Our CAM (Channel Account Manager) at HubSpot, Jacob (@jacobin617), loves to use the analogy of a helicopter. It goes something like this -
If someone asked you if you wanted a helicopter, what would you say? You'd say heck yeah!
Then they'd drop the helicopter off in your backyard and you'd have no idea what to do with it. Where do you get gas for the helicopter? How do you fly it (hint: that's not how!)? Who does helicopter maintenance? There are so many questions to go along with your cool new toy.
Whether you work for a charter school, university, or even a specific program within a larger school, one thing remains true in almost every single situation - you don't have the resources to keep up with all of your school marketing for student recruitment. Resources are at a premium and in order to scale and increase the number of enrolled students, the primary focus has to be on eliminating time intensive manual processes within your marketing and student recruitment campaigns.
In the past couple of weeks we've talked about the importance of lead nurturing campaigns and why you should be using workflows as a part of your lead nurturing strategy. You've learned that the lack of lead nurturing is the reason that a large portion of leads never become customers and you've learned that automated email workflows can help you stay in front of these people with little manual work required. Chances are that, at this point, you're sold on the fact that you need to have a lead nurturing campaign and that email workflows need to be a part of that. If you're still on the fence, consider these stats:
- 60% of companies who use marketing automation say it has increased the quality of the leads that get passed to sales..
- Leads that go through automated workflows have a 23% shorter sales cycle. This means that it takes less time and manual effort to close them into customers.
- 80% of marketers who utilize automated marketing saw their leads increase when they implemented automation.
- 77% of companies saw their conversions go up when they implemented automation strategies.
So now you know you need to be using automated workflows, but where do you start? What types of workflows should you try first?
We usually recommend starting small so you can get an idea of how your workflows are functioning and the process that goes into them. Here are three types of workflows that usually work well for all types of businesses:
A common marketing goal for most companies is to find new customers and increase the size of their database. Touching more people and gaining new customers is a great goal but, while this is something that every company should be reaching towards, many companies end up focusing so heavily on this goal that they overlook the opportunity they have to nurture their relationships with current customers and encourage repeat business.
The relationship with current customers is something no one can't afford to ignore. These people have already bought into your company and product, you've already sold them and taken them through your entire sales funnel. They believe in your company. Don't let that be the end of your interaction with them! Turning your current customers into repeat customers can be huge for your business. In fact, did you know that the probability of selling to an existing customer is 60–70% and the probability of selling to a new prospect is 5-20%; (that’s up to 14 times more, or 5 on average). In addition, returning customers spend on average 67% more than first-time customers. You already have an established relationship with these people and you cannot and should not let that relationship fall by they wayside.
While there are a lot of inbound marketing tactics you can (and should) use to communicate with your current customers and help encourage repeat business, today I want to address one of most direct touch points: email. So, why is email marketing important for growing return business? Let's take a look...