Driving Enrollment Quality with Multi-Channel Marketing
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Michael McEuen, Director of Marketing at AdStage, gave a presentation on driving better enrollment quality with multi-channel marketing. He covered elements of an effective education marketing stack including data programs, infrastructure, and CRM. He discussed setting up cross-network tracking and optimizing marketing across the entire enrollment funnel. McEuen also reviewed different cross-channel attribution models and took questions from Liz Rossi of Pearson.
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Driving Enrollment Quality with Multi-Channel Marketing
- 1. Michael McEuen Director of Marketing AdStage @lonohead #inEDU16 Driving Better Enrollment Quality with Multi-Channel Marketing
- 2. What We’ll Cover • Elements of the Perfect EDU Stack • Setting Up Cross-Network Tracking • Optimizing Across the Entire Funnel • Cross-Channel Attribution Models • Q&A with Liz Rossi of Pearson
- 3. Elements of the Perfect EDU Stack #inEDU16
- 4. Prospect Engage Analyze & Report Evangelize Data & Programs Predictive Outreach Nurture Acquire Events Digital CRO Direct Web BI Attribution Infrastructure CRM Advocacy #inEDU16
- 5. Setting Up Tracking Across Networks, CRMs, and MA Systems #inEDU16
- 6. Web Visitors Marketing Leads Sales Prospects Qualified Oppts Students Web Analytics CRM #inEDU16
- 7. Online advertising spend by education brands in the US stood at $120 million by end of 2015, accounting for 0.2% of total online advertising. Socintel360 #inEDU16
- 8. Naming Your Campaigns Like a Pro #inEDU16
- 9. Benefits of Naming Conventions • Easy Filtering • Campaign Grouping by Theme or Objective • High-level Reporting • Future-proofing Your Account • Better Collaboration #inEDU16
- 10. Naming Implementation • Ad Network • Geography • Targeting Type • Goal • Promoted Program / Degree • Audience • Aligned Marketing Campaigns Things to Consider
- 15. Defining Your Ideal Student Profile Connect with Sales Talk to Students Tap into your CRM #inEDU16
- 16. Ideal Student Profile Details • Age • Sex • Geography • Education level • Education focus • Income range • Previous employment • Program alignment • Psychographics #inEDU16
- 17. Assign Ad Campaigns to Part of the Sales Funnel 1. Brand Awareness 2. Engagement 3. Consideration 4. Decision #inEDU16
- 18. 1. Brand Awareness Facebook & YouTube Video Ads Banner Display Ads Fan/Follower Acquisition #inEDU16
- 19. 2. Engagement Facebook Sponsored Post LinkedIn Sponsored Content Sponsored Tweet #inEDU16
- 20. 3. Consideration Search Queries: {keyword} prices, {keyword} reviews, {keyword] vs. {keyword}, competitor terms, best category keywords Unpublished Sponsored Tweet Direct Sponsored Content Dark Sponsored Post Search Text Ads
- 21. 4. Decision Search & RLSA Text Ads Search Queries: Brand keywords High buying intent keywords Specific product line, service, or offering keywords #inEDU16
- 22. Retargeting Can Be Used to Help Accelerate Each Stage Example retargeting funnel stages, triggered by web custom/tailored audience buckets #inEDU16
- 24. Visits LinkedIn Clicks on ad, downloads a guide Nurture Campaigns Across Channels Visits Site Does not convert Sees content or CTAs from your desired goal #inEDU16
- 25. Why Optimize to ROAS vs. CPL #inEDU16
- 27. Attribution Models • First-touch • Last-touch • Linear • Time Decay • U-Shaped • Custom Which Model is Right For You? #inEDU16
- 28. First-Touch 0 25 50 75 100 100% %Attributed Touch Number 1 2 3 4 5 Great for: • SEO • Direct Mail • Prospecting Not ideal for: • PPC • Email • Webinars #inEDU16
- 29. Last-Touch 0 25 50 75 100 %Attributed Touch Number 1 2 3 4 5 Great for: • PPC • Retargeting • Email Not ideal for: • SEO • Prospecting • Webinars 100% #inEDU16
- 30. Linear 0 25 50 75 100 %Attributed Touch Number 1 2 3 4 5 Great for: • Setting up custom models • # of touch points to sale Not ideal for: • Budget allocation • Pipeline prediction 25%25%25%25%25% #inEDU16
- 31. Time Decay 0 25 50 75 100 %Attributed Touch Number 1 2 3 4 5 Great for: • Nurture programs • Longer sales cycles Not ideal for: • SEO • Prospecting • First Acquisition PPC 26% 23%19% 17%15% #inEDU16
- 32. U-Shaped 0 25 50 75 100 %Attributed Touch Number 1 2 3 4 5 Great for: • Digital marketing • Multiple touch points to sale Not ideal for: • Strong nurture programs 40% 10%10%10% 40% #inEDU16
- 34. Three Top Takeaways Holistically think about: 1. Your ideal student profile and end goals 2. How data passes through systems 3. How to better align budgets to revenue #inEDU16
Editor's Notes
- Instead of approaching different network campaigns separately, take more of a holistic approach. Start thinking about and assigning your ad campaigns, aligned with certain stages in the buying process – from simple awareness, to the engagement, consideration, and decision making stage. Now, it’s unrealistic to expect a buyer to perfectly go through the buyer’s journey in this progression. Prospects will skip, pass through, and go back steps – that’s digital for you. However, aligning your campaigns to the buying process will provide a succint
- Let’s start from the very first step – Brand Awareness. This is all about reaching great fit prospects who likely has never heard of your brand before. This step is about providing an initial impression of your brand. Social video, display banner ads, and fan/follower growth campaigns work well here.
- Once your brand is somewhat known to the prospect, the next step is to engage with them in a light and helpful way. Altruistic, sharable packaged content works well here. Take advantage of native sponsored ads that show in the main feeds of the major social networks. Your goals are to increase views, and shares on the web content, and increase engagement on the actual post itself (interactions, comments, shares). Some of the content will be open, such as blog posts, while others will have light lead capture (email, name) for gated assets such as Whitepapers.
- You’ve produced and promoted some great content that helps to solve/speak to pain points in the industry. Next, is more of a direct approach, using Dark Sponsored Posts/Tweets/Content in order to drive a form fill conversion – capturing the prospect’s information. While also targeting comparative, pricing, review, and competitive queries on the search engines (google, bing).
- Finally, we’re at the decision making step. Using a mix of tightly themed ad groups targeting brand, high buying intent, and specific product line/service keywords and driving a hard conversions such as a demo request or sale. Take advantage of consideration and drop off decision themed keywords by layering in Remarketing Lists for Search Ads ad groups to drive more conversions.
- As I mentioned before, it can take 7 – 13+ touches between sales and marketing to drive a sale. Retargeting can be layered across each stage of the buying funnel, accelerating the cycles, increasing engagement and conversions with visitors who would of normally bounced and not returned. Retargeting can be built into funnels to keep from having too high of frequency and align ad content to what the prospect actually cares about. Prospects just introduced to the brand by social display may not yet be ready to purchase. A hard driving retargeting ad might be too aggressive. Start spending more time thinking about your retargeting strategy and how it fits within your overall lead nurturing eco-system.