Using AI to Reach Students and Increase Enrollments

Webinar: How Artificial Intelligence Will Change the Way Universities Engage and Enroll Students: August 7th, 11AM PST.

It’s no secret that competition among higher education institutions is at an all-time high. Even though prospective students are always on their phones, they rarely answer them. What used to be a good strategy for reaching prospects doesn’t work as well anymore for colleges. This generation of students expects instant responses and personalized experiences. With higher education institutions struggling to fund, staff, and scale these kinds of marketing services, reaching students is becoming harder than ever. With this in mind, how can colleges and universities leverage technology that will help them more effectively reach their prospects?

Well, it is now time to implement Artificial Intelligence and Chatbot technology into your marketing strategy. You’ll more effectively reach students while simultaneously relieving your overburdened staff and better utilizing your already-tight budget. With students today being used to getting information instantaneously at all hours of the day or night, they expect to have easy access to institutions in the same way that they have easy access to their friends on social media. By giving a Chatbot the task of quickly and easily interacting with prospects, students get the personalized and instant experience they’re looking for. You’re also ensuring that your school stands out in their minds during the school selection process. Chatbots can become a crucial part of your story telling, and you can use this technology to bring top level prospective students to your virtual doorstep.

Here’s how:

On Tuesday, August 7th at 11AM PST, join Circa Interactive’s Joseph Lapin and Clayton Dean, and Jason VanLue from Zaengle, to learn how your institution should implement Artificial Intelligence and Chatbot technology to improve enrollment efforts and enable you to share your unique story with the highest quality students.

Registration: https://zoom.us/webinar/register/WN_k-dYNgm-TeqB8023vXEjHQ

What You’ll Learn:
  • Understand the current and future opportunity of Artificial Intelligence and its place in higher education.
  • Learn why chatbots and AI-driven platforms are going to change the way we engage with prospective students.
  • See how you can scale your team with the help of intelligent engagement.
  • Understand the cost savings associated with leveraging this technology.
  • Learn how AI can help connect with students on an emotional level.

“By 2020, the average person will have more conversations with bots than with their spouse.” –Gartner.

Register now to learn how to grow your institution with innovative AI technology!

Circa Interactive is the premier digital marketing agency in higher education. Since opening in 2011, Circa Interactive has helped more than 60 degree programs increase lead flow, build brand awareness,and generate more students. To find out how our services could help your institution, please email clayton@circaedu.com.

 

Become the Conversion Hero in Your Institution’s Marketing and Recruitment Story

The Secrets of Storytelling Webinar: June 19th, 11AM PST

Enrollment numbers are dropping and there is a need for new, innovative strategies.

Top-rated, highly esteemed institutions of higher learning – offering the latest cutting-edge programs and sharpest instructors — have never seen enrollment numbers this bad.

Why is enrollment dropping? How come the tried-and-true tactics don’t work anymore?

In today’s hyper-competitive market, it’s more important than ever for institutions such as yours to connect with prospective students on an emotional level, by shaping a compelling story and brand that works wonders.

How to do that?

Try some top shelf storytelling, courtesy of Disney’s Pixar Animation Studios. What do cartoon characters have to do with recruiting students to your esteemed academic programs you ask?

Trust us, your students know. They’ve spent their childhoods entranced by Pixar’s magic spell. They’ve grown up with the “Incredibles” and “Toy Story” and “Coco” and – note the irony – “Monsters University.”

It’s time to leverage the basics of Pixar’s storytelling secrets — as directly applied to how to fill empty seats with great students you’ll undoubtedly make even greater.

Here’s how:

On Tuesday, June 19th at 11AM PST, join Circa Interactive’s Joseph Lapin and Clayton Dean, and Jessica Gammon and Virginia Bagley from Bluestocking Education, for their expert webinar on “The Secrets of Storytelling” on how to effectively recruit more students to your programs – through imagination, flair and a sense of wonder.

Register Now: https://zoom.us/webinar/register/WN_SH7bU1EvQ1yjzuPbKsT0eg

What You’ll Learn:
  • How to exceed your enrollment goals and provide a better experience for prospective students
  • How to more effectively shape and leverage story to differentiate your program or department
  • How to diagnose a breakdown in story between marketing, recruitment and admissions
  • How to analyze real-life examples of proven storytelling strategies …and missed opportunities
  • How to utilize tools and processes to more effectively align key messages communicated by your marketing and recruitment teams
What you’ll master:
  • Understand why it’s vital for marketing and recruitment to align on story
  • Acquire how to diagnose a breakdown in story in the enrollment funnel
  • Analyze real-life examples of proven strategies and how to avoid missed opportunities
  • Acquire a tool kit of plans and processes to more effectively align your teams

Circa Interactive is the premier digital marketing agency in higher education. Since opening in 2011, Circa Interactive has helped more than 60 degree programs increase lead flow, build brand awareness,and generate more students. To find out how our services could help your institution, please email clayton@circaedu.com. 

15 Higher Education Digital Marketing Strategies for 2018

Every day, universities and colleges are coming up with exciting, innovative courses for the millions of motivated students all over the world. The higher education space is being redefined by innovation in design, delivery and employability for many degree programs. Education experts have the resources they need to craft, test and rollout cutting edge online degree programs. That’s why higher education institutions are bringing on board creative communication and marketing professionals to keep their institutions and programs visible and desirable. Here at Circa, we utilize unique higher education marketing strategies that help raise awareness of courses and programs while bringing in high quality students that enable online degree programs to flourish. 

Innovative PPC Strategies

Andrew Glasser and Farzin Espahani

The possibilities for higher ed marketing are seemingly endless when it comes to PPC. It is by and large the most immediate method for generating high-quality leads while broadcasting your brand to qualified individuals, ultimately turning clicks into prospective students. In Search, PPC is a hotbed for student acquisition, with degree-seekers constantly turning to Google and Bing to help them decide their career/academic path. Within Social, PPC offers increasingly advanced tools which we can use to hone in on subgroups of your target audience, fostering lead growth in the student acquisition cycle while simultaneously nurturing your Brand’s reach.

When it comes to paid advertising on social platforms, we notice a clear trend for universities who are marketing online graduate degree programs: All the ads are the same. The ad copy makes it clear that the program is flexible and completely online, and the visuals often convey a happy working professional looking satisfied in their new role. In 2018, it is our focus, mission, and purpose to ensure that colleges and universities make a commitment to standing out from the crowd by showcasing their true story. Students understand that they have basic needs in their degree program, but in 2018, millennials need to have a connection to something bigger. It is important for universities to look at their missions, ideals, and unique value propositions outside of online, flexible, innovative curriculum to begin conveying the information that matters to a student’s personal journey.

Mobile Optimized Search Ads

Studies continue to show that mobile devices are the go-to option for searching the internet. In fact, mobile devices are used more often for searches than desktop computers.  The average person checks their phone 150 times a day, the average time spend on a smartphone is 177 minutes per day, and amazingly, the average mobile session is 70 seconds. This means consumers are using their phones all day, every day, but in short bursts of time. By bidding higher for mobile devices in Google Adwords and Bing ads while utilizing mobile optimized ad extensions we can increase the CTR significantly.

Managed Placements And Interests

Managed placements is a good strategy when there are specific websites that you think are related to specific program or university where can be visited by a potential student. For example for an online MBA program, we want to place our display ads on education related websites and focus on pages relevant to higher education and career advancement. This will help us to make sure our ads are shown to those more likely to click on the ad to learn more.  

Facebook Retargeting Campaigns

The beauty and effectiveness of retargeting allows you to reach out to users who have already showed interest to your brand or program and to get them to re-engage with your brand. This is a slow but steady and cost effective strategy that converts more students compared to traditional targeting, since users are more likely to engage with ads from brands that they know. The best way to achieve a winner retargeting strategy is to start with a brand awareness ad to simply introduce your brand. Then running a retargeting campaign that shows new ads to those who have already engaged with your previous ad.

Fundamental SEO Strategies

Tyler Cooper

Every month, hundreds of thousands of prospective students are logging onto their computers, opening up Google, and trying to figure out where they should earn their degree. If your website’s SEO strategy is not up to par, chances are you’re missing out on the vast majority of these leads. While you can use Google AdWords to show up for these results, you’re going to be paying a premium for each click. When you rank organically, there is no cost per click. When looking at this from an ROI perspective, the value of SEO is undeniable. Having a large search presence means more organic traffic, more leads, more applicants, and more students. If SEO is not a part of your digital marketing strategy in 2018, you are doing yourself a huge disservice.

Link building

Link building is undoubtedly the most important aspect of your SEO strategy. In order to compete in competitive markets such as higher education, your website will need a steady stream of high-quality and relevant backlinks. There are a number of link building strategies. You can read more about those here.

On-Page SEO

In order to get the most out of your link building campaigns, it’s extremely important that your on-page SEO is in place. Make sure you all of the content on your website is properly optimized for search. This includes keyword rich title tags, relevant meta descriptions, keyword density, optimized header tags, internal linking, and much more.

Technical SEO

While this may require assistance from a web developer, it’s important that your site is technically sound so that it can be properly crawled by Google. The easier it is for Google to crawl and understand your site, the more your website’s pages will be shown in Google’s search results. On the other hand, if your website is full of technical errors, your search rankings will almost certainly suffer. Some things to look for when performing a technical SEO audit are: 404 errors, missing/broken XML sitemaps, slow page load times, duplicate content, irrelevant/thin content, and more! Use a tool like Screaming Frog to identify some of these common issues.

Website Content Strategies

Frederic Lee

Creation of website content (articles, infographics, data visualization, and more) is an essential aspect of any search marketing strategy. The primary reason being that Google favors websites with fresh content. With this in mind, a strategy of continuous creation and publication of content is important for website visibility in Google’s search results. In addition to creating fresh content, here are three core strategies to get the most ROI in this content.

Traffic and Rankings Focused Content

Through careful keyword research with an emphasis on target long-tail variations of your core keywords, content can be created with the best opportunity to rank in the search results. Keyword clusters/pods can be established in order to streamline content creation and may cover many keyword opportunity areas surrounding a long-tail variation. Upon completion and distribution, this content may rank for competitive keywords and either bring in large quantities of industry traffic, or a lesser, more valuable flow of conversion-focused traffic.

Conversion Support Focused Content

Depending on your business goals, conversion support content have a goal of providing detailed information about your product/service and industry. This content is designed to speak directly to individuals in the sales funnel. Through paid and organic social distribution and careful placement on your website, these articles are designed to be a strong touchpoint in the sales process.

Social Signal Focused Content

A portion of the Google algorithm involves having positive social signals pointing towards your website and content. Articles and graphics can be created with this exact goal in mind. A detailed analysis of your target audience and how they interact on social network is a key first step. This content must give them a reason to share and engage. Upon publication, strategic social sharing and promotion can help kick start this content on Facebook, Twitter, LinkedIn and other relevant networks to your industry.

Creative Digital PR Strategies

George Bradley and Joseph Lapin

In the higher education industry, digital public relations is an important approach for any SEO strategy. Here at Circa, we believe that the faculty are one of a university’s greatest assets, yet in general, many higher ed marketing companies are not utilizing these key stakeholders. By leveraging traditional public relations strategies for the digital world, digital PR not only influences brand awareness and thought leadership for universities, but it also allows us to create high level media opportunities for our professors in publications such as the Washington Post, The Hill and HuffPost. Not only are the professors being placed here, but we are obtaining backlinks to our program pages. This directly influences organic traffic that leads to conversions and new students. In collaboration with on-page SEO elements, content marketing, and other link building strategies, digital PR helps bring prospective students to a university and serves as a significant contributor to a diverse link profile for an authoritative website.

Relationship Building

Professors and reporters/editors are the two key relationships that should be built as part of a higher education digital marketing strategy. By building trusting relationships with faculty, you are able to gain an understanding of their research and passions and also create opportunities that are specifically focused on their expertise. Relationships with reporters can also prove to be greatly beneficial. When you have a reporter who trusts you, they are far more likely to respond to your pitch and come to you for a quote from one of your faculty members.

Creative Pitch Writing

Pitching compelling story lines and sources are the crux of any PR strategy. In the higher education digital marketing space, we leverage the faculty expertise to write pitches that relate to current trending topics in the news. There are often four key components to a pitch, and these are the lead, call to action, unique value proposition, and conclusion. You can find more information on how to write these pitches here.

Stay on Top of the News

Having access to and critically understanding the latest news is imperative because you want to stay ahead of the curve. There are various ways to understand what is happening throughout the world, and you should consider each method to be as important as the next. Understanding stories in the newspaper and tying in our professors is the perfect way to begin the pitching process. All of this comes back to understanding your professors and the people working on relevant stories within the media.

Organic Social Media Marketing

Audrey Wills

In 2018, social media is an imperative part to any digital marketing strategy –– especially for higher education. To put the importance of social media marketing into context, take a look at the graph below. When the Pew Research Center began tracking social media usage in 2005, less than 8% of 18-49 year olds in America used at least one social platform. Today, over 75% of 18-49 year olds are active on at least one social media site, meaning social media is the optimal medium for reaching higher education’s target audience.

While the growth in social media usage is a good thing in the world of higher education digital marketing, this increased usage leads to users being inundated with ads and content marketing. So much so that at the beginning of 2018, Facebook changed its algorithm to prioritize content from user’s inner circles. Thus, making it even more difficult to get content in front of your target audience –– organically at least. So what tactics can you use to ensure you continue to reach your audience and boost enrollment? Let’s take a look.

Know Your Platform

As mentioned before, Facebook changed their algorithm in the beginning of 2018 to prioritize content from a user’s family and friends. This means that whenever you post content, whether it is on Facebook, Twitter, or Instagram, you need to post content that best suits that platform.

Facebook’s algorithm favors content that people want to engage with. Think: would I share this with my friends? Content that is made for Twitter should be concise, yet informational. Let your followers know what you’re sharing and why. Do some research and identify the most active hashtags for your industry and use them throughout your tweets to help increase your reach. When creating content for Instagram, think visuals first, and make sure you have an eye-catching graphic that will grab your follower’s attention and get them to stop scrolling.

Keep up-to-date on social media marketing by attending a conference: http://circaedu.com/hemj/13-higher-education-marketing-conferences-in-2018/  

Live Video

One tactic that all social media algorithm’s love is Live Video. Facebook, Instagram, and Twitter enable you to leverage live video to interact with prospective students. My favorite tactic for utilizing live video is hosting live Q&A info sessions to address general program FAQs and provide prospective students the opportunity to ask questions and receive answers in real-time. Hosting a series of Q&A info sessions that address different areas of your program. To give students a better feel for your program, have different team members host each session. Anyone from an alumni, a current student, a faculty member, or even dean are perfect candidates to provide their own perspective and create a connection with the prospective students.

Chatbots At Your Service

Social media has changed the way we all communicate, and chatbots are taking our new forms of communication one step further. Chatbots provide a modern way for students to get questions answered instantaneously. Implementing chatbots into your recruitment strategy can help your admissions team speed up the enrollment process by weeding out unqualified candidates, answering questions in seconds, not hours, and even following up with potential students to ensure they finish their applications before the enrollment deadline.

Circa Interactive is the premier digital marketing agency in higher education. Since opening in 2011, Circa Interactive has helped more than 60 degree programs increase lead flow, build brand awareness,and generate more students. To find out how our services could help your institution, please email clayton@circaedu.com.