Pillars of Higher Ed Enrollment Marketing: Continuous Analysis And Optimization

The following article details Pillar 4 of a comprehensive Four Pillars of Higher Ed Enrollment Marketing Whitepaper designed to illuminate approaches needed to navigate and succeed in today’s dynamic educational landscape.

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The only constant in life and business is change. The ability to adapt and evolve is critical for sustained success. By delving into the metrics and employing strategic optimization, colleges and universities can secure a competitive advantage, can boost efficiency and effectiveness over time and improve ROI.

Analyze Data For Measuring Success

An important aspect of continuous analysis and optimization is a deep dive into the data generated from marketing campaigns and strategies. The ability to dissect and interpret this data provides valuable insights into the performance of marketing efforts, allowing for strategic adjustments to be made based on empirical evidence, often in real time.

According to a survey conducted by Inside Higher Ed, 68% of higher education marketers consider data analysis as the most important aspect of their jobs.
“2020 Survey of College and University Admissions Officers,” Inside Higher Ed

Leverage A/B TESTING FOR CONVERSION OPTIMIZATION

Statistical A/B testing offers an invaluable tool for improving conversion rates. The ability to systematically test and validate different iterations of marketing materials and strategies empowers higher education institutions to make informed decisions regarding the most effective ways to engage and convert prospective students.

A study by Harvard Business Review revealed that companies implementing A/B testing experienced a significant uplift in conversion rates, ranging from 70% to 100%.
“Study of Conversion Rate Optimization Practices and Their Effectiveness,” Harvard Business Review

ADAPT TO EVOLVING DIGITAL MARKETING TECHNOLOGIES

Technological progress is perpetual, and remaining current with the latest digital marketing technologies is key. By embracing evolving and innovative digital platforms and methodologies, institutions can foster a culture of continuous improvement and increased effectiveness in their marketing efforts, ensuring that their engagement with prospective students is both progressive and resonates in the dynamic digital landscape.

Hanover Research found that 82% of higher education decision-makers emphasize the importance of staying ahead of the curve, with respect to digital marketing technologies, to remain competitive in the higher education landscape.
“The Future of Enrollment Management,” Hanover Research

embrace Data-Focused Decision-Making

Data-focused decision-making enables your institution to measure the effectiveness of its marketing initiatives and adapt to changing market trends, ultimately enhancing competitive edge in the education sector. Integrating the results of continuous analysis and optimization back into your institution’s database (SIS, CRM etc.) makes way for strategic, ongoing improvement.

A report from Hobsons indicated that institutions that prioritize data analytics in their decision-making processes are 3.5 times more likely to see an increase in student applications and enrollments.
“Improving Higher Education Enrollment and Success,” Hobsons

in Summary

By fostering a culture where decisions are informed by data-driven insights, educational institutions can set themselves on a trajectory of continual, responsive adaptation to the evolving needs and expectations of their prospective students.

This positive cycle of advancement represents a cornerstone of effective enrollment marketing within the higher education sector. Utilizing data, feedback, testing, and technology in a cyclical and refined approach, institutions can position themselves for sustained success in their recruitment and retention efforts

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This article highlights the last of four pillars that offers actionable insights and strategies, drawing from our extensive industry experience and data-informed approach. This content is part of a comprehensive whitepaper designed to illuminate approaches needed to navigate and succeed in today’s dynamic educational landscape.

Submit the form below to download the complete FOUR PILLARS OF HIGHER ED ENROLLMENT MARKETING whitepaper and learn more.

Advance 360 Education Staff

Advance 360 Education is a dedicated team of industry experts with a diverse set of backgrounds. Our core team has deep experience in higher education including within agencies as well as within schools. This includes positions in admissions, marketing, financial aid, student engagement and, of course, cross-channel marketing.

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