Search Engine Advertising mistakes that the top 5% University marketers avoid

Over the past weeks, we examined the Search Engine Advertising (SEA) campaigns of 10 Dutch Universities of applied sciences. While we had no access to their campaign dashboards, we used SEMrush, a tool that captures and archives advertising campaigns for analysis. While it doesn’t provide a complete picture, we know the data that it does Read more about Search Engine Advertising mistakes that the top 5% University marketers avoid[…]

Build trust through repetition: show your best content to prospective students who visited your website

A while ago, we published our “How ready are you for international student recruitment” calculator, which allows University marketers to assess how well they do in Strategy, Data, Attraction and follow-up. In total, we received 21 serious takers so far. One of our questions was: Question 17: We re-engage prospective students who have visited specific web Read more about Build trust through repetition: show your best content to prospective students who visited your website[…]

68% of Universities is not making data-driven​ marketing decisions. How to get started?

A while ago, we published our “How ready are you for international student recruitment” calculator, which allows University marketers to assess how well they do in Strategy, Data, Attraction and follow-up. As University marketers filled in the surveys, we had a unique chance to look at the aggregate answers. In total, we received 19 serious Read more about 68% of Universities is not making data-driven​ marketing decisions. How to get started?[…]

How to get more highly qualified candidates in 30 days or less?

I love educational marketing for its long term focus. We are not just looking to “sell courses” – we’re looking for a fit. But at times, it’s important to move the numbers quickly. To do this, requires a shift in thinking. We so often think about “segmenting the market”. To make an impact in the Read more about How to get more highly qualified candidates in 30 days or less?[…]

Presentation: How did English Express raise enrollment by 400% without breaking the bank on advertising?

By using search engine optimisation (SEO) strategically, English Express managed to get its online recruitment effort up quickly. Within the first year of existence, they managed to rank 2nd for “learn English Singapore” and most other relevant terms related to learning English in Singapore. (British Council at #1, we’re coming for you!) But rankings aren’t Read more about Presentation: How did English Express raise enrollment by 400% without breaking the bank on advertising?[…]

GREAT reviews matter for marketing courses. How to get them?

I’ve written about why marketing courses are so different from marketing anything else a short while ago. One of the points I made was: Your “clients” are not just investing money, they’re also investing time. It’s not a matter of “I’ll try this, and if it doesn’t work out, I’ll just return it and buy Read more about GREAT reviews matter for marketing courses. How to get them?[…]

AdWords is a beast. Powerful, but if you don’t tame it, it will eat you.

“Competing colleges are advertising on Google, so we should, too.” is not a good motivation to start an AdWords campaign. We’ve observed colleges spending thousands of dollars on Search Engine Marketing, without having a single enquiry to show for it. That said, with the right strategy in place, search ads become a highly reliable and Read more about AdWords is a beast. Powerful, but if you don’t tame it, it will eat you.[…]

Internet has changed how students choose. Are you spending money in all the wrong places?

Prospective students spend considerable effort researching their options. Have Higher Education marketing approaches evolved to keep pace with their target audience? How it used to be. People have been marketing products for centuries. Marketers have long believed that consumers follow a spiral path down to decision making called the “funnel metaphor”. The funnel metaphor illustrates Read more about Internet has changed how students choose. Are you spending money in all the wrong places?[…]