We’ve found the best-run, highest performing schools generally have a similar philosophy around education lead generation. They focus the majority of their effort on self-generated leads. Referrals, website, Google Ads, social (in that order of importance). Only then do they augment as needed with downstream sources. Downstream might be education portals, pay-per-lead vendors, general advertising.
The best-case scenario is for schools to self-generate all of their leads.
The challenge here is most school marketing takes a “more is better” approach, which results in an insatiable appetite for lead generation. The lead goal is either arbitrary or focused on maximum volume instead of maximum effectiveness.
But schools need way fewer leads than they think. And more is not always better.