The Future Trends Forum – A Weekly Live Convo with Bryan Alexander and Guests

The Future Trends Forum – A Weekly Live Convo with Bryan Alexander and Guests I’ve written here before about Bryan Alexander and his outstanding Future Trends in Technology and Education newsletter, which I’ve considered essential and vital reading since 2013. Bryan is one of…

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The 7-Step Email List-Building Formula for Education Marketing

The 7-Step Email List-Building Formula for Education Marketing

It’s hard, time-consuming work. But there are few investments as worthy of your time and effort as building your college or university’s email list.

Do you remember the time you realized that renting an apartment wasn’t necessarily the best way to accumulate wealth? Or at the very least, it isn’t the most effective way to get your net worth out of the red.

While renting has its advantages—and can be beneficial at times to getting you closer to your goals in life—over the long-term, renting just isn’t usually the best financial practice.

This logic applies just as much to marketing as it does to personal finances.

In the digital world, there are only a few things that you own—everything else you rent.

Your social media profiles (like Facebook, Twitter, LinkedIn, Pinterest, and SnapChat) and all the information they hold are things you rent. They’re all owned by a tech company like Facebook or Microsoft. And they have the right to “evict” you and your higher education institution from their property by shutting down your profile.

Sounds a bit drastic—but it’s true.

More than likely, though, they will simply throttle your reach so as to force you to pay them to get your message out to more people in your friends list.

Sounds unfair? Not really. It’s good business.

They need to make money, and they’re going to make that money from the people who are “renting” their space: Marketers like you.

But let’s not get cynical here. You know that I’m a big fan of using social media marketing.

In fact, here are some articles I’ve written on it:

But while I have a healthy appreciation for the power of social media marketing, you can’t “rent” your way to marketing success.

Thankfully, there are digital assets that you can own.

Your website, your content on your website, and your email list are all digital assets you own.

In this sense, they truly are assets. They generate value for your organization year after year, and no one can arbitrarily shut them down.

All three of these assets are essential for any digital marketing strategy. But so many higher education institutions stop after they’ve created their website and content. Why is that?

Because building an email marketing list is a long-term strategy.

Properly executing a higher education website takes months to conceptualize, draft copy, design, development, and deploy.

Creating exceptional content can take anywhere from days to several weeks to produce.

But building an email list with enough subscribers to generate results for your college or university takes years of consistently applying a list-building strategy.

The strategy isn’t complicated or difficult. It’s applying that strategy over and over again through the years that’s so darn hard—and frustrating!

But you can do it. And you must do it.

  • Over 3.6 billion people have an active email account.
  • The average person spends almost half of a their time on their mobile device checking email. Social media gets a paltry 10%.
  • Over 43.5 million people check their email daily.
  • Email is cheap.
  • Email is personal. No matter how many people are on your email list, each person receives the email as if it were straight from you to them personally.
  • Email is a dependable, proven channel. Sure, things go wrong every now and then, but comparatively speaking, email is “Old Faithful.”

For all of the above reasons, your email list is probably the greatest marketing asset you have.

You could lose your website, content, and social media profile today in a freak stroke of really bad luck. But if you kept the names on your email list safe, you could be back in business tomorrow!

Here’s the simple strategy that will build your higher education email list and bullet-proof your digital marketing strategy.

  1. Decide how subscribers will opt-in to your email list. Creating an email list is not the same as asking the prospective students to request more information, nor is it the beginning of the application. Which means that you can’t just throw in the names and addresses of students you’re prospecting on to your email list unless they’ve given you permission to do so. Building an email list is one of the tools you use to build trust and earn the right to take the relationship to the next level. Even if you do ask some qualifying questions as part of the opt-in, be sure to only to ask for the information you need at that moment to add them to your list and no more.. Bob Johnson illustrates a great way of limiting web forms to the needs of your prospects.
  2. Create email newsletter opt-in forms and place them strategically on your website. Place opt-in forms in such strategic places as sidebar widgets, landing pages, free download pages, at the end of blog posts, and in your header or footer.
  3. Create email newsletter pop-up forms. These are opt-in forms that can appear however you design them to. They can appear when a visitor lands on your homepage, when they try to leave the page, or after having been on your page for a set amount of time.
  4. Offer your visitor something of value in return for signing up for your email list. Create a piece of content your visitor would find helpful such as a college buyer’s guide, dorm life survival manual, or a financial aid reference to help them find the money they need for college.
  5. Encourage subscribers to share your list. Use fun strategies such as contests to win a prize like an iPad, or you can give away a digital item such as an ebook to all subscribers who get their friends to sign up for your newsletter.
  6. Continue creating and publishing great content. Don’t let your email list grow cold by neglecting to send them content that answers the questions that they’re looking to you to answer.
  7. Don’t believe that purchasing a search list and adding it to your email list is the same thing. Your email list is a sacred list, and those individuals have chosen to give you permission to send them quality content. Remember that, and honor the trust.

This seven-step approach is simple, yet highly effective for building your college or university’s email list.

If you would like to know more about higher education digital marketing strategies, like email list building, contact us today for a free consultation!

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NEA President: ‘No Reason to Trust’ Betsy DeVos

NEA President: ‘No Reason to Trust’ Betsy DeVos Lily Eskelsen García sat down with Education Week to talk about the National Education Association’s engagement with the U.S. secretary of education, the threat posed by a looming U.S. Supreme Court case, and the union’s new, tougher charter-school policy.

Education and Technology Tweet Recap, w/e 07-08-17

Education and Technology Tweet Recap, w/e 07-08-17 Inspiring, informative, useful, or just plain fun tweets posted on Twitter over this past week … collected here to share with our blog readers. This week I was a little less active with social media…

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5 Things to Do Before Your Education Email Marketing Launch

5 Things to Do Before Your Education Email Marketing Launch

Email marketing is the workhorse marketing channel that’s been producing results for colleges and universities at a much lower cost than traditional media for decades. But as with everything, the way you start out will have a huge impact on how well it performs.

Here are 5 important steps to launching your email marketing efforts the right way from the start.

1. Lay out your organizational goals and prioritize.

I’m sure I don’t need to lecture on the need to begin every marketing endeavor with clear goals, but because email is so cheap and fast, many higher ed marketers fail to take time to lay out their goals for their email marketing.

This is a big mistake.

Without clear goals set at the beginning, you’ll waste precious time creating email campaigns that don’t get you any closer to where you need to go.

Here are some sample goals to consider for your email marketing:

  • Increase the number of new student applications
  • Move prospects to next level of admissions funnel
  • Boost the attendance at on-campus events
  • Raise awareness of your brand
  • Expand your brand’s thought leadership
  • Improve your annual fund campaign performance

For some schools, launching email campaigns for every goal may not be feasible due to budgetary and staff constraints.

But even if you’re a small shop, you can still get big results out of your email marketing.

Once you’ve laid out your goals, prioritize them and begin your email marketing with the goals that have the most chance of driving results for your organizational plan.

2. Understand your audiences.

Higher education marketing has several default audiences:

  1. Prospective Students,
  2. Current Students,
  3. Alumni,
  4. Donors, and
  5. General Public

It’s essential to understand these audiences and their content needs. In other words, what questions are they asking that you are uniquely suited to answer?

Make a list of potential questions that each of these audiences would have and keep them readily available as you and your team come up with content ideas in the future.

Content marketing is only as strong as the content you create — and the power of your content will come from voicing the questions your audience has and creatively answering them.

3. Create marketing personas for each email list.

In this step, you’ll look beyond the questions to the questioner. Take whatever stats you have and make some educated guesses as to who your audience is.

Creating marketing personas is a powerful way to humanize your content and make it hard for your audience to resist.

4. Create marketing milestones or “funnels” for each department.

Collaborate with your colleagues in each department from which you’ll be sending your emails to lay out the milestones or funnel they’re leading their audiences through.

Create audience lists for each of these milestones in your email service provider (ESP) so that you’re sending timely content to your audience that is relevant to where they’re at in their relationship with you as an organization.

The emails you send out to your audience should be designed to get your audience to click through to the content you’ve handcrafted for them in their “student’s journey.”

As individuals move on to the next marketing milestone, move them to the next list so you can continue to send them relevant content.

An example of the milestones for admissions:

  1. Initial Contact
  2. Signed up for Campus Visit
  3. Scheduled an Interview
  4. Applied for Admission
  5. Admission Accepted

5. Choose an email service provider (ESP).

Before you launch your email marketing strategy, you need to take a moment and think through which email service provider you should use.

First off, email clients such as Outlook and Apple Mail are out of the question. These are great tools for office communication and one-to-one email, but they are not designed for email marketing.

ESP’s offer the features that you’ll need to be successful in your email marketing like delayed scheduling, marketing analytics, subscription management, opt-in forms, etc.

And thankfully, they come with a low price tag.

My recommendations are that you begin your search with industry leaders like MailChimp, Emma, or Constant Contact.

Take a look at each one and see if they have all the features and price point that you need.

Another important consideration is to make sure they’ll import/export data easily with the various CRM databases that each department uses.

Plan for success, or settle for failure.

Launching your college or university’s email marketing efforts is a smart move that will produce results for your organization well into the future.

The technology is easy, instant, and remarkably cost-effective.

However, don’t let the low barrier to entry fool you into not planning your email marketing launch well, or you’ll end up spending the most valuable asset you have — your time.

For help with your email marketing efforts, please contact us today to get your free consultation right over the phone.

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Yikes! Education is the Number 1 Target for Ransomware Attacks

Yikes! Education is the Number 1 Target for Ransomware Attacks Here are 15+ Colleges, Universities, and K-12 Schools and Districts hit by Ransomware (many more are likely to have been fortunate to not end up in the news). At the recent UBTech conference, I sat…

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