At Natives Global Consulting, we’re experts nurturing leads over a long recruitment period, having worked predominantly with universities and colleges for the past ten years. Based on all this experience and the findings of our national research projects like the National Clearing Survey, we know how long it can take to get someone from their first encounter with an institution, all the way to them making an application, and then finally enrolling.
So, we decided to put together a webinar with our seven top tips for nurturing long-term leads, sharing some of our key findings we learned along the way.
As a bit of a tease, – we’ve outlined two of our top tips:
What is touchpoint mapping? Well, it’s really all about taking a step back from the everyday process of reacting to your inbound enquiries and starting to think more holistically about what you’d like them to do along the way.
The simplest way to do this is to think about your micro and macro conversions.
So, what are these types of conversion?
They are simply the actions that signify a lead’s interest in your institution.
This could be a click on an advert, a page visit, a prospectus download or video view. All of these are small, micro-actions that are expressions of a visitor’s intent.
After they engaged with some of these, they could go on to make an enquiry, attend an Open Day, or even start their application. These are your macro conversions – the big picture events that signify this person is serious about coming to study with you.
By mapping these out, you’re beginning to see the User Journey that a lead goes on, and by doing so, you can ensure that you’ve got the right content sent to the right people at the right time.
Once you’ve identified the actions your potential students take, you need to make sure you can easily see where people are in that process and their likelihood to convert.
This is where lead scoring comes in.
By attributing a value to any given action, i.e. opening an email, you can start to prioritise your resource – by ensuring that your focusing on the leads that are more likely to convert.
There are only so many hours in the day. If you treat all enquiries the same, you’ll be spreading your resources so thinly, that everyone will be receiving an average experience. Whereas, if you’re selective and focus on those that have expressed more interest and taken more steps, you’ll be able to give them an amazing experience and help maximise your conversions.
There’s a huge range of marketing automation systems and CRM systems that can help you do this, including Natives PP, which was built especially with the unique challenges of the education sector in mind.
So, now you’ve mapped your touchpoints and built a scoring system, how do you drive your leads to conversion…
You’ll have to catch up on our webinar to find out!
Join Kas Nicholls, the Head of Natives GC, and me, Alex Calder, Lead Conversion Strategist, for our webinar, as we discuss these tips and many more!
Looking to finetune your conversion strategy, right now? Click here and one of our experts will be in touch.