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12 Winning Ways to Increase College Admissions Growth

Comprehensive case study on improving conversions totaled with campaign audit, strategy evaluation & optimization schedules to upsurge BTech admissions for various Indian colleges.

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12 Winning Ways to Increase College Admissions Growth

  1. 1. 12 Winning Ways to Increase College Admissions Growth Comprehensive case study on improving conversions totaled with campaign audit, strategy evaluation & optimization schedules to upsurge BTech admissions for various Indian colleges. Prepared by: Pallab Kakoty Digital Marketer 83760 48661 pallab@hshdsh.com
  2. 2. What’s Ahead! Step by Step narrative outlaying the online media marketing strategies for Premier Universities to achieve XXXX admissions in XX days from PAN India audience with an investment of INRXX,XX,XXX Goal – Increase Admissions
  3. 3. 1. Align Campaign Goals to Business Goals 2. Establish Marketing Media Goals 3. Determine Campaign Marketing Goals 4. Audit Social Presence 5. Survey Search & Display Audience 6. Core Keywords of Target Audience Table of Contents 7. Core Keywords of Target Audience 8. Know BTech Competition 9. Take Action Post Audit 10. Search Keyword Audit Learning 11. Develop Campaign Content Strategy 12. Measure Campaign Progress
  4. 4. Campaign Goals Brand Awareness Product Leadership Viral Co-Efficiency Leads Sales Business Goals Reach Reviews & Testimonials Shares, Likes, Retweets Drip Marketing Actions Conversion Align Campaign Goals to Business Goals
  5. 5. Establish Marketing Media Goals ● Objective is to achieve conversions and not limited to lead generation. ● Campaign CTA include XXXX admission registrations wherein each registration will pay INRXXXX to be eligible for campaign objectives ● Create pool of eligible prospects from unsuccessful leads to be filtered as ready to convert for future campaigns. Design drip marketing plan to keep them interested Highlights Campaign goals are brand awareness & product leadership attributes that will help create an ideal win-win scenarios for registrants (students). What are the value additions and how we explain them to prospective students?
  6. 6. Determine Campaign Marketing Goals Primary goals are: 1. Admissions: XXXX Successful B Tech Admissions 2. Branding: Impression Visibility on Search & Display Networks 3. Remarketing: Identify, assign & nurture leads for conversions. 4. Drip Marketing: Roll Out communication plan for unsuccessful leads.
  7. 7. Audit Social Presence Review all social media marketing platforms to formulate dedicated approach plans for each dashboard. Aim for more positive reviews, likes & ratings from both Facebook and Google. Nurture possible conversions via 1-on-1 social counselling using Twitter & Drip Mailers. Consolidate competitive visibility across search and paid display networks. ● Automate social media updates across all social media dashboards using advance scheduling. ● Create funnel of lead conversion categories to assign conversion communication planner. ● Automate drip mailer communication planner for various forms of unsuccessful leads. Highlights
  8. 8. Social Media Sites URL Followers Activity Entails Action Facebook Schedule updates for next 30 days Visual Updates with hashtags & post CTA analytics Twitter Initiate 1-on-1 conversations Target popular trends with an ideal post CTA explainer. YouTube Boost branding experience & create impressions of successful conversions Create explainer videos and alumni reviews LinkedIn Create network of alumni and prospective students Career newsfeed updates backed by informative data that creates impact for registrations. Blog Posts from thought leaders & students Share success stories around brand experience. Audit Social Presence
  9. 9. Survey Search & Display Audience Tally keywords that are coercive to successful conversions in BTech Admissions including broad, phrase & exact matches. Tally CPC of each keyword and determine various display network categories. ● Increase enrolments for BTech course ● Create search marketing campaigns to attract top listings on core keywords ● Create display marketing visibility across top websites frequented by students. ● Create remarketing extensions across both Search and Display ad networks to encourage conversions by improving communication collaterals. Highlights
  10. 10. Core Keywords of Target Audience Core Keywords Group Keyword Types Av Mo Search Competition Suggested BID Keywords Top Engineering Private College Broad Match 1k – 10k Medium INR 6.66 Keyword Ideas “B Tech Admissions” Phrase Match 100 – 1k Low INR 25.68 Keyword Ideas Engineering Degree Courses Broad Match 10 - 100 Medium INR 52.27 Keyword Ideas Admission for degree courses Broad Match 10 - 100 Medium INR 54.07 Keyword Ideas [Jaipur B Tech Colleges] Exact Match 10 - 100 Low INR 6.18 Keyword Ideas “Colleges for B Tech” Phrase Match 10 - 100 Low INR 32.31 Keyword Ideas
  11. 11. Know BTech Competition Identify competitor campaigns to analyse communication collaterals. How different they are when it comes their paid campaigns? List Call to Action (CTA) denominator that will single handily influence conversions. Ensure ad copies and landing pages are best optimized for better quality score. ● Deploy Influence Marketing channel from an anonymous domain that will offer “an almost unbiased” comparison of other competitors including your brand, where your brand scores better. ● Deploy PPC marketing campaigns directing students to this “Influence” dashboard for comprehensive opinion that your brand’s B Tech is best out there!! ● Look at what type of content competitors are creating, how often they are sharing it, & what influences they are interacting with. Highlights
  12. 12. Know BTech Competition Landing Page Competitor Strengths Weaknesses Content That Resonates https://www.urbanpro.com/l andingPage/show?id=750& Urban Pro Just a Lead Generation Channel Not a College or University http://admissions.bennett.e du.in/b.tech/ Bennett University Times Group Company Non-Informative Website other than marketing tit bits. http://www.shiksha.com/ma rketing/Marketing/form/pag eID/2728 Shiksha Just another lead generation channel but listings here will be a plus Not a college or University. https://applications.srmuniv. ac.in/ SRM University Informative website Under Par Website and under par landing page http://pes.edu/pessat PES PESSAT Clean Website Limited CTA triggers http://manipal.edu/content/ mu/lp/mit-btech.html Manipal Good Clean Landing Page No CTA triggers or automated time out follow ups. http://smu.edu.in/smit/progr ams/program-list/btech-in- civil-engineering.html SMU One of the best website with rich visual appeal conducive for successful conversions Limited CTA Triggers
  13. 13. Take Action Post Audit Create PPC search marketing campaigns across both Google and Bing/Yahoo network. Deploy display marketing campaigns triggered with remarketing attributes to constantly encourage conversions. Create FB brand visibility campaigns along with Trending schedule across Twitter. ● Initiate 1-on-1 counselling with prospective leads ● Deploy drip marketing schedule for various lead stages from the conversion funnel. ● Refer to the following Keyword Planner Sheet to measure the ROI of search marketing campaigns. Highlights
  14. 14. Search Keyword Audit Learning 1. Shortlist keyword ideas and assign them to various ad groups 2. Identify “Long Tail Keywords”, bid on them and analyse traffic patterns to deploy both organic and inorganic search marketing strategies. 3. Determine the Commercial Intent of Shortlisted keywords 4. Analyse and evaluate keyword competition to broadly define average cost per click by improving quality score. 5. Deploy keyword research for other search platforms and identify competition if applicable. 6. Create keyword chart for organic search terms including prepositions and questions based on core keyword “B Tech”. 7. Boost organic visibility of core keywords based on prepositions & questions. 8. Plan inorganic traffic using Buy Now (Sign Up Now) Keywords, Product Keywords, Informational Keywords & Tire Kicker Keywords.
  15. 15. Develop Campaign Content Strategy Determine content mix and posting cadence across all paid marketing channels. Content is key and therefore content scores for best title must include powerful, emotional, common & uncommon words. Title optimization is of paramount priority. Create online search marketing campaigns based on following keywords: ○ Top of the funnel ○ Middle of the funnel ○ Bottom of the funnel • Campaign Call to Action deliverables needs to be honoured. • Display Remarketing Visual Appeal is ultimate key to successful conversions. Highlights
  16. 16. Measure Campaign Progress Use various campaign performance analysis tools including Analytics & Social Insight Reports to continuously cross evaluate progress. Deploy additional Traffic analysis dashboards to determine best performing content storyline. ● Align Analytics with Conversion Optimization Goals ● Social Media Marketing evaluation based on advanced analytics & custom reports, Facebook Insights & Google Analytics (who, when, and how many people are viewing and interacting) Highlights
  17. 17. Who We Are & What We Do We develop winning online marketing strategies, fostering brand recognition and growth while positively impacting businesses and communities. #HSHDSH ● Get your parallax responsive website driven by hashtags via Hash Dash Digital. 1 Domain + 25 Emails + 500 MB Space ● Create compelling responsive visual storyline with parallax scrolling 3D effects driven by hashtag marketing. ● Hash Dash Digital can lift user engagement on websites by up to 4X times current rate. ● Contact us for end to end digital marketing solutions
  18. 18. We are HTML Coders with expertise in responsive designs and over 9 years experience in digital marketing that covers everything from SEO to SMO, from SEM to SMM. We strongly believe our leadership will boost core objectives expected from our job responsibilities by our hirer. For more just Google “Pallab Kakoty” or hashtag #HSHDSH Visit: www.hshdsh.com www.facebook.com/blogs4bytes www.twitter.com/blogs4bytes www.pinterest.com/pallabkakoti/ www.linkedin.com/in/pallabkakoti/ Download my eBook on digital marketing at http://pallab.hshdsh.com