The college Vision is to be a partner in building India a world leader in Technical, Professional, Medical Education & Health care.
College wanted to better utilize their alumni base to help build out some of the university’s new programs, community, etc. But the problem was that they had an outdated website and a fragmented communication process. As a result, alumni support wasn’t as high as it should’ve been.
TranciscoLabs that worked with College, focused on the following factors, according to the case study:
Reach. They wanted to make sure that the maximum number of people knew about the contributions of alumni to the Institution.
Engagement.Used email marketing, social media, and website updates to facilitate engagement between alumni and others within the Institution.
Measuring.Kept track of metrics throughout the campaign so they could make sure that the limited resources were being put to good use. For example, metrics for email marketing might include conversion rates, click through rates, and share/forward rates.
Education. Teaching the alumni how to contribute to the Institution was also a major part of this process.
Ultimately, TranciscoLabs used a content management system to redevelop the site and as a result college has been able to foster a better community among their alumni networks — and thus increase support for the Institution.
College aims to broaden access to higher education by both partnering with institutions and hosting them. They also offer part-time courses in partnership with well-known universities in India.
College wanted to increase their number of leads for various courses on cybersecurity through search engine marketing and social media, so they worked with TranciscoLabs and ultimately reduced their cost per acquisition (CPA) by 72%.
That meant that TranciscoLabs had to make sure that the right type of people in the geographical region surrounding the Institution saw the ads. If they just blasted ads across the region, there would potentially be thousands of wasted impressions.
They ended up developing a marketing campaign to help college build awareness at the top of the funnel using social media — specifically retargeting and search advertising — to drive high conversions.
Marketing Funnel:
A marketing funnel is a sequence of steps a prospect takes from the time they first hear about your business to the time they decide to become customers.
Funnels start off at the ‘awareness’ stage, where the goal is to make more potential customers aware of your business.Then, move them onto the “interest” phase by capturing their email address in exchange for valuable content. From there, your goal is to move leads closer to making a purchase through evaluation-stage content until they’re ready to transact with you.
In the awareness step, your marketing strategy might include content marketing, SEO, paid advertising, SEM, and other tactics to get more eyeballs on your website.
Once you get people looking at your site, the next step is to move them onwards to the “interest” stage, where you present them with educational material like webinars, eBooks, email campaigns, etc to educate them about the problem around your product /service.
After potential customers are interested, then they’ll eventually start evaluating you against your competitors. At this stage, you’ll want to present them with persuasive case studies and whitepapers to show them the type of results you can deliver for them over other companies.
After the evaluation stage, it comes time to close the deal. At this stage, you’ll want to send them product demos, free trials, or sales calls.
Here’s the three part sequence to closing a sale as an education Institution:
Creating the right type of content:The first step is to create content that sells your product in the right way, through things like blog posts, lesson plans, case studies, etc.
Acquiring new customers:Paid traffic, SEO, and social media are all examples of ways you can quickly zero in on your target audience and present them with the right content to bring them back to your own site.
Conversion:Ultimately, getting visitors to your site is meaningless unless they turn into customers that keep coming back. This process requires detailed web analytics, retargeting, and creating a proper step by step funnel.
Social media campaigns Strategies:When running social media campaigns for the top of the funnel, it’s important to have a reliable way to measure ROI so that you don’t get misled by the number of “likes” you get.
The nice thing about marketing funnels is that you can evaluate how each “step” of your marketing process is performing. For example, you’ll know whether customers are dropping off at the “awareness” stage, “interest” stage, or if you’re just not able to convert them on a sales call, etc.
There are a variety of ways to measure social media ROI depending on what’s important to you, but here’s what Buffer suggests:
First, choose a goal. Decide which goals and actions you want to track. For example, you might want to focus on getting new followers, more clicks on your status updates, more online purchases through social media, more signups for your email list, or higher numbers for any other metric you want to drive.
Next, track the goal. You can track certain website actions (i.e. sales, email list sign ups, etc.) in Google Analytics. All you have to do is set up the right “goals” and “event tracking.” Using Buffer, you can track your number of followers and other top-of-the-funnel metrics in social media.
Then, assign a monetary value to the goal. Once you’ve picked what goal you want to pursue and how to track it, you have to assign some value to that goal so you can put a dollar amount on it. This way, you can track your real ROI. Some numbers you could assign to your goals are:
Lifetime value
This number shows you how much revenue you generate over the “lifetime” of a customer’s interaction with your business.
Average order value
This shows you how much customers actually purchase.
PPC costs
This number represents how much you would have to pay to replicate the same results through paid traffic.By getting clear on what numbers you want to drive through social media, you have a better chance of tracking how effective it really is.
Conclusion:
The education industry is different from most others because there are almost always multiple stakeholders involved, and the person who you need to sell to is not always the person who’s buying your actual product.