In the first two parts of our blog series on recruitment marketing ROI, we looked at the process of evaluation and the key metrics for measuring success. But understanding the ROI of your recruitment marketing efforts is only the first step. The real magic is in leveraging that information to improve outcomes and get more results from your investment.
Here are seven best practices to help you improve recruitment marketing ROI:
No. 1 | Know your audience.
Understand your prospective student demographics, motivations and preferences. This knowledge helps you tailor your recruitment marketing messages to resonate with your audience and increase the likelihood of engagement.
No. 2 | Develop compelling content.
Create engaging and relevant content that appeals to your target audience. Use storytelling techniques, visuals and student testimonials to tell your institution’s unique story and differentiate yourself from competitors.
No. 3 | Utilize multiple channels.
Leverage multiple marketing channels to reach a wider audience. Combine digital channels such as social media, email marketing and search engine marketing with traditional channels such as print advertising and events. Test different combinations of channels to identify the most effective mix for your institution.
No. 4 | Optimize your website.
Ensure your website is user-friendly, visually appealing and optimized for conversions. Use clear calls-to-action, intuitive navigation and compelling content to guide prospective students through the enrollment process.
No. 5 | Personalize your communications.
Tailor your communications to the individual needs and interests of prospective students. Use marketing automation tools to segment your audience and deliver personalized messages at each stage of the enrollment journey.
No. 6 | Build strong relationships with inquiries.
Nurture your leads through regular communication and engagement. Provide valuable information, answer their questions, and offer support throughout the enrollment process to build trust and increase conversions.
No. 7 | Continuously track and analyze data.
Regularly monitor and analyze your recruitment marketing data to identify areas for improvement. Use the insights gained to optimize your strategies, allocate resources effectively and improve ROI.
By implementing these best practices, you can improve the ROI of your recruitment marketing efforts and achieve better enrollment outcomes.
And remember … you don’t have to go alone.
Simple. Powerful. Automated.
Managed by a team of experts, Capture Higher Ed’s ENGAGE helps you focus on what matters most — building relationships with prospective students and families — while personalized, automated, timely recruitment marketing campaigns help you:
- Identify stealth prospects and engage them through behavior-based marketing outreach.
- Generate new organic inquiries from your website to supplement student search.
- Deliver timely, personalized messages and website experiences to drive applications.
- Focus and prioritize your resources and reduce the time and cost of building relationships.
ENGAGE is a core component of Capture’s Behavioral Intelligence Platform — and it’s the ONLY marketing automation platform built specifically for higher ed recruitment marketing.
With optional add-ons including Predictive Models and Recruitment Marketing Services to support inquiry generation, application generation, yield management, transfer recruitment, graduate recruitment, expansion into new markets, and the launch new programs, ENGAGE is the foundation of Capture’s marketing solutions across the enrollment funnel.
This concludes our three-part series on recruitment marketing ROI. It was adapted from Capture’s free guide, “Decoding ROI: Evaluating Recruitment Marketing Success.” Download the full guide here.
Christopher Harris, Ed.D., Senior Enrollment Strategist, Capture Higher Ed
