Part Three of Three Part Series
We divided the enrollment funnel into three parts to ease the funnel’s complexity. In our first article, we analyzed the awareness stage and discussed the importance of creating content that not only captures your prospective students’ attention but develops a connection with them. Last month, we reviewed the engagement stage and discussed how incorporating landing pages with different content types can drive engagements as your prospective students make their way down your funnel. If you missed any of our previous articles, please feel free to click the following links:
We will end this series with the commitment stage. We will discuss what types of content strategies your team can use to turn your prospective students into enrollments. By doing so, your school will stand out from the competition and increase the probability of the students enrolling at your school.
Commitment: Convincing Them to Pick You
Your school has made it to the student’s list of options. At this stage, students have either considered or started applying to their list of options but are still waiting to make their final decision. As students are narrowing their options it will become crucial to creating content that emphasizes your school’s unique selling points and reduces any unnecessary friction and anxiety that may be hindering the student’s decision.
What kinds of selling points can lead to a commitment?
A unique selling point can be defined as an attractive feature or a benefit that your school can deliver to your students. It distinguishes your school from your main competitors making your school standout and increases the probability of enrollment. Below are five examples of selling points that can be incorporated into your content strategy:
- Expert Instructors – Blogs or articles written by instructors that are recognized as industry experts can build the credibility of your programs’ curriculum.
- Superior Facilities – Footage showcasing facilities such as research laboratories, innovative equipment, or amenities demonstrates that your school is up-to-date on the latest developments in the industry.
- Enticing Network or Employment Opportunities – Creating print collateral that highlights your school’s ability to assist in career development provides your students with a sense of security about their future with your school. It also gives them something to look forward to if they enroll in your school.
- Success Stories – Featuring stories of successful graduates that really captures how the graduate felt throughout his or her time at your school and how your school had helped solve their problems can reinforce the trust you have built with your future students.
- Student Experience – Promoting a positive student experience on social media platforms can improve the students’ impression of your school overall. And as an added bonus, your social media platforms can be used to continue your engagement with your students by posting polls, trending topics, or video footage.
Taking the time to establish your school’s unique selling points is crucial to convincing your future students to choose you over them. It will instill trust, emphasize your school’s credibility, and encourage future students to commit by taking the final step – completing their application.
Admissions can be a daunting process inducing some friction and anxiety among students. Despite your school’s unique selling points, these factors can hinder a student’s decision to follow through with their commitment.
How do I reduce unnecessary friction and anxiety?
As marketers, it is important to keep this in mind as we create content. Although it can never be entirely removed, here are a few content strategies that your school can take advantage of to reduce it:
- “How-To” Content – Providing clear and easy-to-follow guides on how to complete applications, request recommendations, or sign up for financial aid can ease the process enticing students to start or complete their applications. These could be created in multiple formats such as short video segments, blog posts, or print collateral.
- Checklists – An effective checklist needs to include requirements or tasks that are prioritized by deadlines. This type of content can guide your students from the beginning of the admissions process to their successful enrollment. The emotional benefit of completing each task allows students to monitor their progress and fosters a sense of accomplishment within themselves. A positive experience that students will associate with your school.
- Landing Pages – This one may seem somewhat redundant with the information already posted on your school’s official site, but this one is worth considering for students who are not interested in being contacted and rather apply on their own. Having a dedicated admission landing page that includes all the step-by-step guides in one place can reduce friction in the application process. Students will be able to find all the necessary information in an easy-to-follow format without going through the hassle of contacting anyone.
- Email Marketing – Email marketing allows your school to send a personalized message to your students. A vital part of email marketing is segmenting your audience. With segmentation, you can send emails such as upcoming deadlines to students that have started their applications or additional selling points to students who have shown interest in attending your school. Whatever their behavior is you want to ensure that your team is sending the right message at the best times to the right groups of students.
Clarifying and emphasizing your school’s unique selling points in your content strategy will help to reinforce a positive association with your brand. Executing content strategy techniques that reduce unnecessary friction and anxiety will simplify the admission process for your students. Together, these techniques may very well tip the scales in your school’s favor, leading to an additional enrollment in YOUR institution. So, what strategies will you use to convince your future students to pick your school?