Facebook Ads/Google Ads
Estrategia Inbound: Alan Oxté
Implementación Inbound: Oswaldo Cocom
Estrategia Facebook Ads: David Alonzo
Estrategia Google Ads: Julia Alonzo
Discover how we managed to implement the inbound marketing for higher education by enrolling more than 1,6000 students in higher education programs, growing about 73% in student body in comparison to last year.
Merida’s Anahuac Mayab University is a private higher education institution located in Merida, Yucatan, which has over 3500 postgraduate alumni.
We teamed up with the Postgraduate and Higher Education area in order to reach their commercial goals: speed up and increase the prospection and closures of enrolled students, integrating an inbound marketing educational strategy and adding efforts in multi-platform digital guidelines.
As technology and digital presence moves forward, many businesses, including school sector, have to make an effort even bigger to brand themselves for their quality, offer and to obtaining clients without overlook the educational and indoctrination process. This, does not mean that during the buyer journey’s speed up, it cannot be reached an ideal nourish ruled by a structure and an inbound marketing strategy
Initially, we developed a strategy based on the inbound marketing for colleges methodology, boosted by the tools and channels that complement more organically the main structure. Taking into consideration the previous comment, we traced the path or the journey of the buyer, adding up in certain key stages push factors, like mailers and interest automatizations that, without a doubt, are and will be close up triggers and important decision makers
We can define the inbound marketing strategy as the generation of many contents drawn from one mother piece or main content.
The main goal was to generate and distribute pieces of different formats based on an equal central content according to communication channels (social media, mailers, blogging, announces, videos, etc.) Hence, we looked forward to growing interest in users from different formats and channels, so they can, in this way, consume the inbound marketing strategy content.
One of the most important parts of the process in the development of the inbound marketing strategy is, without a doubt, the complete automatization of all necessary marketing actions that speed up the feedback and contact follow uptime. This is how we manage to reduce the internal workflow process and increase the possibilities of taking leads until the conversion or buying process. Particularly, for the inbound marketing for higher education strategy, it was automatized:
All these actions were previously integrated to nourish contact workflows, which triggered a sequence of personalized and segmented e-mails.
In order to strengthen the inbound marketing for higher education strategy, and to create views and traffic to the website, we developed an indoctrination blog tactic based on the different buyer journey stages, and buyer persona’s immediate necessities; using a meticulous keyword integration that brands and activates within the engine searchers.
Following the previous idea, we focused one pillar content page about “Studying a diploma course” in order to trigger searching actions in contents such as: “Most demanding diploma courses in 2021”, “Benefits of studying a diploma course”, “Postgraduate or Diploma Course, which one is better for you?”, among others.
Inbound Sales is a sale process that has the main goal of manage the opportunities of a business, grading and leading them to the Sales Pipeline until they become (enrolled) clients. This process, goes along with the inbound marketing for higher education strategy, luring users through channel and prospection tools. It creates relevant contents and guides the lead throughout the pipeline, for it to be more prepared to carry on a purchase before being contacted by a seller.
With the goal of improving academic assessor’s time, we established an e-mail automatization for the prospection, leaning from the HubSpot Sales Pro “sequences” tool.
In order to apply this process, it is also needed the stage definition to establish clearly the lead state properties with the goal of speeding up times and unnecessary procedures.
Finally, but not least important, within the inbound marketing strategy, it exists an action that the methodology clearly states: Delight.
This means, that not only the efforts of a cold audience must be focused to qualify them in different funnel conversion stages; but also, it must be nourished to all who had been or are actual clients, as them, without a doubt, and with a good content will get to be a future conversion.
In this way, and for inbound marketing for colleges strategy, we emphasize the following actions for maintenance and follow up of new and actual clients
This inbound marketing strategy in the educational sector, was complemented with a digital guide structure that reinforced, without a doubt, the general scope of the prospection campaign. If well, we already know that the pure inbound is organic, we also considered the speed-up in the contact luring to reach the initial goals that requires a budget boost shot in campaigns developed on Facebook and Google Ads. By means of these, we managed to increase the number of received contacts, close-ups, and conversion percentage during an almost 8-month period, which means a punctual opening of courses, diploma, and master’s degrees. But above all, of maximum quotas in each of these, having as a result, the success of the inbound marketing for higher education strategy.
Seven months ago, we started to implement a PCC strategy based in the performance, in order to increase the amount of qualified leads that could be turned into prospects and possible enrolled students.
Merida’s Anahuac Mayab Postgraduate, divides in 2 areas: Higher Education (that has courses and diplomas) and Postgraduate (with Master’s Degree, PhDs, and Specialities); they both share programs from the 11 different schools: Nutrition, Ontology, Law, Business, Communication, etc.
The first challenge that we had with Anahuac Merida, was the structure of its campaign. We configured it, so that we can reassure an adequate performance for each Anahuac educational offer.
The first strategic decision of inbound marketing for higher education, was to create a campaign for each educational offer program. Having just one, would allow us to use different types of audience’s profiles that could be interested.
With this structure campaign proposal, during 2021, we managed to increase in a 57.12% the prospection of Postgraduate for Anahuac Mayab.
In the same year, Merida’s Anahuac University enrolled more than 1600 students in higher education programs, growing up 55% in alumni compared to last year, and turning into an advantage for the inbound marketing for colleges strategy.
The inbound marketing for higher education challenge for this project, was to change the perception that Anahuac Merida had about Google Ads, as before collaborating with us, they realized campaigns without obtaining desired results. That is why, our priority was to show them the ability of this platform to lure qualified leads using high impact advertisers.
We realized a diagnostic from January 31st 2018, to March 1st 2021, and we found out the following results:
For our initial inbound marketing strategy, it was necessary to create a search campaign structure that allowed us to control our daily budget and distribute it in the most efficient way.
We chose to work in a Higher Education and Postgraduate campaign. We divided the programs to allow Google Ads to help us identify which ones have the best prospection levels.
With the new campaign structure from May 24th to December 31st, 2021, we reduced the average CPC to $4.52 pesos, having a total of 709 leads with a close rate of 7.9%.
Finally, the success of this campaign was due to the solid structure of the inbound marketing for higher education strategy as well as the development and implementation of a correct digital guideline for the prospection flow. The synergy between both strategies was the key to reach the goals for these 7 month work alongside Anahuac Mayab.
Now you know a little more about how we implemented the inbound marketing for higher education, as well as the way we can improve the client prospection through an integral PPC and Social Media strategy. This is your time to shine! In Mantra, we help you create a winner strategy based on results. Write us and let us show you what we can do for you.