Personalization Tactics with Educational Inbound Marketing
Inbound marketing has been gaining a lot of attention in recent years. On a more granular level, this means that many marketers have started to see the value of creating content that is useful and relevant for their target audience.
This aligns with Google’s philosophy of expanding its search algorithm to take into consideration factors such as user experience and intent rather than just an individual keyword.
With that in mind, this blog will outline some personalization tactics you can implement to personalise your education inbound marketing communication. Keep reading to discover more!
Segmentation based on context
The segmentation of potential students is the basis for personalization since we start by understanding what interests the people who are related to our institution have. For example, if a student downloads the curriculum of the health area, we must have a different communication to the one who downloads the curriculum of economic/administrative topics.
The logic is simple, different people, different motivations. At Incubasoft, we have verified that starting by segmenting our contact base allows us to have a higher rate of effectiveness in other efforts such as email marketing, retargeting, and website content.
At the tool level, Hubspot allows us to create segmentation lists based on certain characteristics of our contacts and thus we can quickly differentiate prospects and students according to characteristics.
How to build relationships of trust with your prospects? Chatbots are a handy tool, as they help to resolve doubts quickly and easily, while you automate interactions and offer a better service.
Its advantages are 24/7 availability, immediacy, and personalization since young people prefer to consult online. Although, it also has disadvantages which can be standardised responses, language, and inflexibility, since it is a robot.
Chatbots are a very valuable resource in the process of attracting and nurturing your prospects because they provide important information that serves to guide and locate them within the purchase process.
One of the biggest benefits of educational inbound marketing is knowing where your prospects are in the buying process. Thus, through lead nurturing, you can offer them personalised content in an automated way.
Email marketing is used to establish direct communication with your prospects and nurture them with content according to their interests until they are ready to buy.
In addition, email marketing is a tool that you can use not only to convert prospects into customers but to delight those who have closed the sale and want them to promote your institution, too.
Even email marketing can help you learn more about your customers to improve your content, for example, through satisfaction surveys.
Retargeting is nothing more than a second chance to convert those potential students who did not complete an action on your website to sales.
Help improve ROI through personalised ads to re-engage prospects who may have read some of your content but didn’t sign up or subscribed to your blog and haven’t visited your page in days.
Retargeting works as a reminder at different stages of the purchase process, whether you use banners (attraction), send guides or additional information via email (conversion), or offer them an exclusive promotion (decision), example.
Most potential students use platforms like Facebook, Twitter, and Instagram, so using them as a channel for one-on-one communication can help you learn more about what they think, answer questions, and connect with them.
Social networks are a powerful tool since digital natives not only seek and request information but also share the feedback they obtain, express their opinions and offer recommendations based on it.
Website and smart content
Has it happened to you that you enter your favourite store and an employee greets you by name and knows in advance what you will buy? For example, at Starbucks, baristas recognize regular customers’ names and drinks, without asking them again.
Smart content is somewhat similar. The idea is to show the content and CTA’s that your visitors are looking for, improving their navigation and experience within your website. Also, you can add personalised and relevant messages, improving your conversion rate.
Let’s see a practical case, to people who have already downloaded our study plans we can show a banner on our website that invites them to take the admission exam and the same banner can change automatically if the student has already taken the entrance exam. admission, offering you a promotion.
For this, it is important to optimise your calls to action, informative content, and marketing campaigns, according to the segmentation of the contact base, and analyse the conversion path of your potential students during their purchase process.