maximising direct bookings using best practices ... · higher education marketing maximising direct...
TRANSCRIPT
![Page 1: Maximising direct bookings using best practices ... · Higher Education Marketing Maximising direct bookings using best practices, automation and CRM technology •Delivering the](https://reader033.vdocuments.us/reader033/viewer/2022042223/5ec9820a565d3e44ea2a4f8b/html5/thumbnails/1.jpg)
Philippe Taza CEO
Higher Education Marketing
Maximising direct bookings using best practices, automation and CRM technology
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• Delivering the Online Booking Experience Students Expect
• Common inquiry channels
• Nurture contacts using Marketing Automation
• Using CRM to support your Admissions Process
• Reporting
Today’s Presentation
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Delivering a Modern Booking Experience
Language Schools need to provide the same standard of service as other online businesses.
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Common Features of a Booking System
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Booking/Quote System Options for Schools
HEM Application Portal
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Creating Online Quotes
Offer multiple dates (factor in price adjustments for high season)
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Include Optional Extras
Factor in exams and extra course fees
Add accommodation and travel transfer options to give students an all-inclusive price
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Personalized Quote Breakdown
Students can choose to proceed to booking or have their quote emailed
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Use a Step-by-Step Application Process
Include as many steps and form fields as necessary
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Build Flexibility into Your Booking Forms
User can abandon mid-application and save progress
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Allow for Document Uploads
Documents can be uploaded via an easy drag & drop system
This Application Form supports all common file types (PDF, doc, jpg etc.)
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Include Relevant Terms & Conditions
E-signature option allows students to complete entire booking online
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What Are The Main Recruitment Channels?
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How Digital Marketing Attracts New Students
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Driving inquiries on social media
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©Eaquals
Creating Social Media Ad Campaigns
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Use Responsive Landing Pages
Desktop View
Mobile View
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Using Calls to action on your website
This homepage has 5 calls to action:
1
2
3
4
5
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The Channel Report
The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website.
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Monitor your SEO Keyword Activity
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Features of Marketing Automation Platforms
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Marketing Automation Options for Schools
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Use lead capture forms
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Create Unique Forms for Local Campaigns
You may want to ask specific questions to local prospects
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Create Unique Forms for International Campaigns
Collect different information for international prospects
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What is Lead Scoring?
Lead Scoring is a methodology that allows you to assign a numeric value to contacts based on actions they take
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Lead Scoring Variables
• Downloaded a price list or brochure
• Country – assign more points for top source countries
• When they plan to study?
• Demographic info (age, gender etc.)
• Engagement with website/email
• Different CRMs have different capabilities in this area
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Parameters Value
Country of originAssign higher scores to student in your main target markets
Gender/AgeAssign higher scores to students that fit your target profile
Program of interest Assign a higher score once this is known
Email interactionsAdd to a student’s score when emails are opened, read, clicked through etc.
Sample Lead Scoring Matrix
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Viewing Lead Scoring
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Segmenting Your Leads Using Lead Scoring
Workflow A
Lives in your local market
Scheduled a level test
Assign High Score
NEW LEAD
Workflow B
From tier A source countries
Completed info request
Assign Good Score
Workflow C
From tier B source countries
Completed info request
Assign OK Score
Workflow D
From tier C source countries
Downloaded brochure
Assign Low Score
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Local lead
Day 3
Attempt call 3 times
(AM, PM, EVE) Send
sms/email
Day 1
Attempt call 3 times
(AM, PM, EVE) Send
sms/email
Day 2
Attempt call 3 times
(AM, PM, EVE) Send
sms/email
Workflow A
Day 30+
Day 11-30
Day 5Day 4
Attempt call/ send
sms/email
Attempt call/ send email
Daily call/ weekly email
Weekly call attempts
Sample Follow-Up Workflow
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High Priority International
Lead
Day 5
Attempt call/ Send email
Day 1
Attempt call 3 times
(AM, PM, EVE) SendWhatsApp message/
Day 3
Attempt call/ Send
WhatsApp message/
Workflow B
Day 30+
Day 11-30
Day 9Day 7
Attempt call/ Send email
Attempt call/ Send
Whatsapp message/
Weekly emails/calls
Monthly newsletter
Sample Follow-Up Workflow
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Medium Priority International
Lead
Day 5
Attempt call/ Send email
Day 1
Attempt call/ Send email
Day 3
Send WhatsApp message/
Workflow C
Day 30+
Day 11-30
Day 7
Send WhatsApp message/
Weekly email
nurtruing
Monthly newsletter
Sample Follow-Up Workflow
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Low Priority Internaitonal
Lead
Day 1
Send email
Workflow D
Sample Follow-up Workflow
Day 7
Send email
Monthly
Newsletter
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Workflow A Setup: Local Leads
Set triggers to enroll leads in a specific workflow
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Workflow A Setup: Local Leads
Use system to map out your workflow activities
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Common Features of an Email Marketing System
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Email Software Options for Schools
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Create Autoresponders By Program
The program field determines which auto responder the new lead will get
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Create email templates for common queries
Visa info
Prices
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How CRM Helps Schools Manage Inquiries
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CRM Options for Schools
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Stages In The Admissions Process
These are the common stages which typical
leads and applications go through
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Have The Right Staff Doing The Follow Up
Vs.
Mainly processing applications
Taking care of a lead’s every need!
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Separate Applications from Inquiries
Completed application forms can be automatically sent for processing
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Separate Applications from Inquiries
Inquiries may need to be handled by different staff than applications
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Viewing Contacts on CRM
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Follow-Up Approach
Making contact with new leads take time! Be persistent with your attempts and contact leads through multiple channels
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Use CRM to Rotate Leads Round Robin
You can use the campus, the program, the country, etc. to define the lead assignment rules.
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Record and View Each Lead’s Contact History
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Call Outcome Report
Some CRM Systems give you the ability to monitor phone call volumes and their outcomes.
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Admissions Activity Report
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Leads by Request Type
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Leads by Owner
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Leads by Request Language
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Leads by Channel
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Leads Segmented by Admissions Stage
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Enrollments by Contact Owner
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Converting an inquiry to a booking takes effort!
• Use your CRM to monitor the follow up activity
• We see a range of 12-20 activities per lead for them to book!
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• Is your online booking experience what students expect?
• Leverage all channels to support your recruitment efforts
• Use Marketing Automation to help your lead nurturing process
• Use CRM to manage the inquiry conversion process
• Measure your results and continuously improve
Conclusion
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I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?
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