Lead generation is an important strategy used by higher education institutions in the quest to attract potential students, raise awareness of its programs offered, and build lifelong relationships with its target audience. In such a competitive higher education landscape, effective lead-generation tactics play a significant role in securing better student enrollment rates, brand visibility, and overall institutional growth.
Today, we are going to unwrap 20 of the best tactics in lead generation which businesses in higher education can use to attract more leads, engage with them effectively, and convert them into enrolled students.
1. Utilize Paid Social Media Ads
Since paid advertising on platforms such as Facebook, Instagram, LinkedIn, and even TikTok can target the right demographics, interests, and behaviors, higher education institutions can capitalize on them. These platforms have sophisticated targeting capabilities, which enable schools to reach students at specific locations, the age group, education level, and so many more. Rich images and films with testimonials, campus life, or perhaps highlights about your program can draw attention to potential students.
2. Create In-Crowd Content Marketing
Creating content is a long-term strategy that can be used for trust and credibility gain. Articles, videos, infographics, or even podcasts about career opportunities, benefits of a specific degree, or student success stories and life on campus are a good starting point. Once done, with proper SEO, it will bring in organic traffic to your website and place your website higher in SERPs.
3. Host Webinars and Virtual Information Sessions
Webinars and online information sessions present a good opportunity for students considering the college to interact with faculty, current students, or admissions officers. Such events can showcase aspects of the institution that include the academic programs, career services, financial aid, and campus life. Webinars also offer an opportunity for contact details to be taken from visitor attendees who may then convert into qualified leads.
4. Engaging Campus Tours
While in-person campus visits still play a vital role, interactive virtual tours have continued to be popular even after the pandemic. Campus, residence halls, academic facilities, and recreational areas can be viewed virtually using 360 virtual tours so applicants can tour campuses remotely. Virtual tours also allow schools to capture contact information for further outreach by applicants.
5. Leverage Chatbots for Real-time Interaction
Deploy AI-based chatbots on your website and on social media, so that real-time interactions with visitors can be garnered; chatbots can answer frequently asked questions, provide answers about programs, and even schedule campus tours and admissions meetings. No leads slip through as these are tracked in the instant.
6. Create an Engaging Lead Magnet
A lead magnet is that content or resource that you let the leads have because of your contact information. Lead magnets in higher education include the eBook, program brochure, application guide, and scholarship. In this way, you get to build a robust email list and continue nurturing a relationship with your prospective students.
7. Use Referral Programs
Word-of-mouth is the best marketing tool in the higher education sector. Encourage your current students, alumni, and faculty to refer prospects to your institution. You will find that one of the best sources of leads for referrals is by encouraging these referrals with promises of a reward: application fee waivers, discounts on tuition, or even gift cards.
8. Use Email Marketing Campaigns
Even email marketing is one of the least expensive ways to engage leads. Relevant information on programs can be sent as a follow-up email, or about some important up-and-coming deadlines for applications or scholarship events. Email lists could be segmented based on the stage in the decision-making process-first-stage prospects, applicants, accepted students-to tailor messages better.
9. Optimize for Local SEO
For colleges and universities, local SEO is indispensable. Use location-based keywords, for example, “universities near [city]” or “best colleges in [region].” Doing so will definitely ensure that the future students looking for institutions located in your territory will find your school on top of the search results. Also, you should pay attention to NAP, which stands for name, address, and phone number of your institution appearing the same when cited online on directories.
10. Student Ambassador Program
A student ambassador program enables your current students to represent your institution and reach out to prospective students. Ambassadors can give deeper insights into student experiences, academic pressures, and career prospects. That is the beauty of peer-to-peer marketing; you are creating an authentic relationship with these potential leads and developing that trust.
11. Reach Out to High Schools and Education Consultants
You will touch students at an earlier stage in the decision-making process by building alliances with local high schools, educational consultants, and guidance counselors. You can create a good relationship with these influencers and will eventually spread your recruitment by having information sessions, offering scholarships, and conducting application workshops.
12. Utilize Retargeting Ads
Retargeting allows you to target users who have come to your site but didn’t convert. You can serve ads to people who came to your site, but still haven’t completed the application. This is particularly effective for higher education businesses, which receive more prospective students than they do the actual application. Retargeted ads remind them of what your business offers and potentially draws them back in to fill out that application.
13. Publish Testimonials and Success Stories
Future students will generally rely on the proof of others when making their decisions. By featuring alumni, current students, and faculty testimonials and success stories on your website and social media, you will convey an impression of confidence and credibility. These testaments can be around career or job outcomes, transformative experiences, or personal development.
14. Host On-Campus Events and Open Houses
In-person events such as open houses, campus fairs, or academic showcases provide the prospective student with a sense of the institution in person. These events enable the prospect lead to meet faculty, tour campus facilities, and connect with students currently enrolled there. Make sure you have streamlined a process for gathering attendee information to engage with them in the future.
15. Scholarships and Financial Aid Websites
Even for many students, the cost of higher education is a great concern. A specific section for scholarships, financial aid resources, and estimates of tuition on your website will attract more prospects in your market. This will include first-generation students or those from lower-income backgrounds who seek financial assistance.
16. Take Advantage of User-Generated Content
As for user-generated content, this encompasses pictures and reviews made by students, alumni, and even students applying for you. These include the photos, reviews, testimonials, and videos on social media or any pages on your website. For prospective students, UGC not only lends credibility but also gives a sense of belonging to the institution.
17. Recommend Personalized Programs
Tools on your website that allow students to take a quiz or poll to get relevant suggestions based on their own interests, skills, and career goals so that prospective students can find the best-fit programs within your institution and likely interact with it.
18. Make Your Website Mobile-Friendly
It must be mobile-friendly, as your primary audience probably consumes your information on smartphones and tablets. A responsive design means that your website works flawlessly on every single device, enabling your leads to easily learn about your programs, the application process, and life on campus.
19. Influencer Marketing
Partner with influencers- preferably on Instagram or YouTube-to connect you to the potential students and more. Common values with your institution ensure that the influencer communicates the authenticity of their experience on campus, including what it is really like to study with your institution.
20. Early Decision and Priority Application Features
This will prompt interested applicants to apply earlier by giving them access to an early decision or priority application process. You could further offer additional benefits such as a guarantee of campus housing or scholarship availability, and so forth. This is regarded as a pretty good tactic that will ensure your institution gets committed students at the early stages of its recruitment cycle.
Conclusion
Lead generation for higher education businesses is often an iterative process and often can get quite creative while ensuring the detailed understanding of your audience and multiple tactics. Your institution can build a steady pipeline through social media ads, e-mail campaigns, SEO, and content marketing with personal touches such as ambassadors and referrals programs.
Key is to make use of a blend of solutions that appeal to the individual needs and preferences of potential students-whether they need information, financial aid, campus culture, or career opportunities. This way, you will be able to make adjustments and maintain a connection with your leads to increase and stabilize your enrollment rates.
About Us
Effective lead generation is essential for success in the education sector, and Bloom Digital Marketing Agency can help you achieve impressive results.we help organizations navigate this landscape by first understanding your audience and analyzing your ideal customer profile across various segments like schools and universities. We then create niche marketing strategies that speak directly to your potential customers using content and outreach.You will always be able to confidently transform your lead generation strategy and reach the right audience with Bloom by your side in realizing business goals.
