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In the face of global uncertainty, marketing has become more prevalent than ever, with worldwide industry placing their future in our (capable) hands. We have more responsibility than ever, and that is to guide our education companies toward growth in a volatile market.
It’s happened to the best of us. If you’re reading this, and happen to realize that these are mistakes that you’ve made - fear not, there is some reprieve, if not commiseration.
Here’s what you can expect from this month’s edition of (Ed)vertise:
🙅🏼♀️The 3 biggest mistakes education marketers make, and what you can do about them.
📔A free, and comprehensive guide to education lead nurturing, the Pink Orange way.
🏃🏼♀️3 Fast tips that ensure you’re the ed marketer ahead of the curve.
While there is merit in taking inspiration from other industries - there are fundamental differences, that when ignored can spell disaster for your institution.
The primary objective of any campaign, regardless of industry - is (quality) lead generation. Arguably the biggest mistake, or challenge that education marketers face is that is where the campaign ends.
Student acquisition is more complex than marketing a standard product, say, an age-combatting night cream aimed at women aged 50 to 65. In this case, the overall strategy would revolve around a single consumer desire, that of appearing younger. This product would sell itself, and with a few brand promises, it would be considered sold.
We understand that education marketing can be a tricky world to navigate. Read our blog to learn more about these common mistakes and how you can combat them!
<a href="https://www.pink-orange.co.uk/blog/3-common-mistakes-education-marketers-make" class="finsweet-edvertise-cta" target=“_blank”>Read the blog</a>
Their audience is further segmented into parents of students, and adult students. With a large audience, each requiring unique messaging at each stage of their journey, it’s understandable that the sales cycle in education marketing is much longer than the likes of retail, or eCommerce for example.
Student leads don’t convert overnight. The sales cycle of the average student can take as long as a year. It’s important to remember that you’re selling them their future - not a product that they can return if they are not satisfied - which is exactly why a lead nurturing strategy is crucial for all ed(tech) marketers.
We have created a comprehensive guide that will help develop, refine, and expand your skills and thinking!
Once you have read the guide, you will have a solid understanding of how to build, and foster an authentic relationship with potential students, using an omnichannel nurturing approach.
The guide dives into;
<a href="https://www.pink-orange.co.uk/subscriber-resources" class="finsweet-edvertise-cta" target=“_blank”>Download the guide</a>
Lead nurturing doesn’t happen in isolation. You should examine your entire marketing calendar to see what other communications your leads currently receive. Newsletters, course updates, standard database emails, and other cross-channel communications are included.
How do these interactions interact with one another? You want to provide consistent and relevant consumer experiences across all channels your potential students will use.
Until next time, Your Pink Orange Team
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