3 Rules for Successful Higher Education Lead Generation

It's no secret that the higher education landscape has become increasingly competitive, especially with easy access to the internet. According to a 2015 survey of college-bound high school juniors and seniors, 77% of respondents indicated that college websites make a difference in their perception of the institution. So what can marketers do to increase higher education lead generation? We've got 3 rules that will help you convert more leads on your website.

1. Create Real, Helpful, Easy to Find Content

Students who are currently researching higher education options are used to being able to easily find the answers they are looking for on the internet, so don't make it hard for them to find what they are looking for on your site. Use these tactics to make sure that your prospective students can find your best content:

• Make sure that your website features a clear, organized navigation that helps them find the most relevant information.
• Have a regular content strategy that answers common questions, but make sure it's SEO-optimized.
• Create videos that make it easy for people to see the layout, students, and programs.
• Feature tools and PDFs that help students understand how to choose a program, understand payment options, and even compare schools.
• Create lead capture forms for school tours, content offers, email newsletters, and more. Make sure to follow up with the students with lead nurturing emails to stay top of mind.

2. Be Social

Your prospective students are social. From Twitter to Facebook, Instagram to Snapchat, having a presence online will be a great way to show your school's values, culture, student stories, activities, sporting events, school spirit, and more! By using and developing hashtags, you may even be able to get current students share their thoughts and pictures — which helps tell your story.

Focus on creating 80% new, unique, interesting content that shows what life will be like for new students. For the other 20% of your posts, drive followers to your blogs, tools, tours, etc and try to convert them into new leads.

Sometimes the nights on campus can be even more beautiful than the days. Especially when it's warm enough to actually stay outside.

3. Share Stories

When prospective students come to your website, they are hoping to get a sense of place and connection with your school. Stories are a great way to connect more dots with students searching online before they visit your campus. Stories give your school the unique opportunity to shed light on the best programs, teachers, and events which allows students to access your best stories on-demand y, in their home. While there are many great ways to tell the stories of your school, creating great video content can be an effective way to showcase and share your stories online. Try these video ideas as a starting point for creating personalized videos that highlight your school's unique advantages:

• Individual Student Testimonial
• Overview an Educational Focus or Program
• Emphasize a Celebration or Special Event
• Feature a Successful Graduate
• Interview Favorite Professors
• Show Real Classroom Footage
• Highlight School Culture
• Showcase the Study Abroad Program

As a college or university, it's increasingly more important to think about your website in terms of lead generation. Make sure that you are creating lots of compelling opportunities for students to connect with you that go far beyond just a simple application. The more helpful, relevant content that you create, the easier it will be for you to attract prospective leads for your school.

Looking for more ideas for how to increase enrollment? Check out our 30-minute on-demand webinar "Use Video to Increase Enrollment for Private and Higher Education", it's free!