Rather than hunt for traffic pools (hello Ad Agencies) use Conversion Rate Optimization (CRO) tactics to improve lead flow on web properties and even traditional media. Improve lead conversion from 2-4%, that’s double, which translates into huge rev lifts. Do more with what you’ve got.

[Podcast] Lost Revenue Finder Live

We have this cool, free five-minute process we call Lost Revenue Finder. Through it, we can find out if you’re losing millions of dollars in Enrollment Revenue due to small oversights within your Enrollment Management process. Click here to try Lost Revenue Finder yourself.

We usually run this exercise one-to-one, but we thought it would be fun to ask listening schools to try it live.

Read more

[Podcast] 24 Tips on How to Create a World-Class Enrollment Process – Part 3

Part three of “24 Tips on How to Create a World-Class Enrollment Process” explores how to build a culture that obsesses about a positive first impression. Our panelists provide valuable, actionable tips that will help your school create a great first impression. 

Read more

College Scorecard Stats Front and Centre on Google

College ScorecardOn September 30th, Google made a big change to the information they display about your school: they’re pulling statistics from College Scorecard.

Google can now display your school’s average tuition, and acceptance rate, and student completion rate. When available, this information appears in the Knowledge Graph – Google’s shortcut for info in the search results.

In other words, before your prospective students and their families even visit your website, they know whether your school is making the grade with course completion and career placement.  Read more

Embrace Disruption

Seventy percent of companies within the Fortune 1000 did not exist 10 years ago. The disruption and consumption of 100-year-old enterprises are now commonplace. EDU is like the Telecomm industry 15 years ago. The natural lifeforce of Western Commerce is many companies looking to take advantage of inefficiencies (ie: Uber, Craigslist, Udacity).

Tip:

Embrace this disruption by doing an do an ‘amazing’ job of filling needs. There are many ways to do this: competency-based learning, blended learning, flipping classrooms, day 1 externships, employer-funded training, etc. Put safety nets in place, then attack with aggressive split-testing.

Enrollment Management Tip: Confirmation Bias

Our Marketing Manager, Jodie Gastel, got me thinking about a notion to consider: the onslaught of information on the web feeds into the ‘confirmation bias’ carried around within us all. This bias, combined with readily-available, easily joined ‘Confirmation Bias Tribes’ is deepening entrenched opinions and judgments like never before. Dealing with deeper, harsher opinions represents a serious adjustment when it comes to the Art of Persuasion.

Here’s a Tip:

Understand the biases that sit within your target market and understand what on the internet feeds or confirms those biases. Write your copy accordingly to address those biases in a proactive manner.

Is it Time to Embrace Fear as a Marketing Strategy?

One of the outcomes of mobile phone adoption is we have the ‘entire’ world available to us sitting within this little rectangle box, which in turn is constantly attached to our person. ‘Content’ is being dumped into the internet slipstream landing in the little smartphone boxes. Professional branding and PR types compete intensely for your attention. The bi-product is an incredibly pervasive stream of unfiltered media content: cute kittens followed immediately by cops killing people. We as consumers chew on what is mostly crap, each and every day, whether we like it or not.

Content one, two and three point zero

Busy newsroom - 1942Back in the day, PR people would get hired by companies to wine and dine assignment editors, writers and personalities to speak favourably about their clients. Media controlled the message and they shaped the content. My Dad was a photo editor at a major Daily. One of his jobs was to sort through images, match them with stories, then write captions and headlines, gluing the story and photos together. His lament was 90% of his job involved being negative, but that’s what sold papers. His thinking behind this was readers would say, ‘at least my house didn’t burn down or my car didn’t crash’. Basically, consumers gained an appreciation of their lives by comparing themselves to the misery of others being displayed in the papers or on the news. Negative news garnered readership which garnered media buy.

The dawning of 2.0 actually came pre-internet, when TV started channeling horrendous footing of war atrocities from the Vietnam War. This jarring violent footage of freaked out miserable villagers, soldiers, mutilated bodies, etc. helped to kick start the Vietnam War protests in the 70’s, catalyzing social change. The Korean War was just as hideous, but its documented footage was not pushed into the living rooms of the masses while eating their TV dinners.

Now 2.0 is firmly entrenched; with thousands of Clickbait sites feeding content to massive information addiction portals such as Facebook. We as consumers have sort of become our own photo editors plus consumers of this massive surge of content engulfs us; most of it salacious, violent or negative in nature.

We have direct daily access to massive amounts of footage that often elicits negative feelings. It is pervasive. Facebook paying over 150 Clickbait companies hundreds of millions a year to generate footage is a ‘small’ example of how big this trend has become. We are being pounded and pounded with amateur and professionally produced news footage everywhere, every day. Much of the footage has an agenda. SUGGING ­– ‘selling under the guise of’ ­– is a staple of the PR industry.

Fear that seeps everywhere…

In my opinion, this phenomenon is generating a palpable angst with many folks within society, more negative crap than any average person ever needs to know. Marketers need to deal with this collective angst like never before. Salespeople now often have to unspool partially or totally false information previously gleaned online. But mostly marketing and sales types must now fold into their marketing plans the new reality of dealing with the collective and individual fear pulsing within their target market.

…like carbon monoxide.

If you are asking me how to deal with this societal angst within the context of marketing our stuff, heck, I don’t totally know. I am thinking that perhaps the day of marketers just ‘selling stuff’ is over. Marketing now shapes opinion and self-esteem, in turn shaping our society. Is it our duty now to market in such a way that we leave society in better shape along the way?

I will say, that having awareness and an intention around this question, will in turn, allow ideas and solutions to bubble to the surface…

I’m curious about your thoughts….

Namaste, Gregg Meiklejohn

Why Google May Not Be Your Friend

Major online media players like Google and Facebook have made significant changes to how Advertisers can now interface with them.

Revenue per user at Facebook has increased almost 400% in recent years. Google has eliminated most of the paid search opportunities on search results pages from ten to only four. The positioning of paid ads, combined with Google’s search results, places profile hogs all above the fold on most keyword submissions.

We’ll be exploring the following questions:

  • What does this mean for finding targeted leads?
  • How are schools to compete with organizations with deeper pockets?
  • Which strategies – and alternatives – should we create to save lead flow?
  • How much of a drop in leads should schools expect?

Join Enrollment Resources founders Shane Sparks and Gregg Meiklejohn along with our own AdWords Conversion Experts Ryan Emery and Tammy Miles to learn how to overcome this paid search restructuring.

Check out our Podcast #31 “Why Google May Not Be Your Friend” to learn helpful education marketing strategies. With 1 click you’ll have access to over 30 podcasts featuring industry insiders espousing their wisdom to you – for free!

Listen to the Podcast Now!