All higher education marketers are faced with internal and external factors that impact their ability to create awareness, interest, and enrollment for their college or university. Generating high quality prospective student inquiries (leads) is one of the primary goals which define marketing’s value and success.
The intense competition to attract net new students requires a more in-depth knowledge about your leads so that you can better optimize marketing campaigns and spend. Jornaya (formerly LeadiD) can help marketers in higher education gain insights into their leads. Recently, a Jornaya higher education customer realized a $2.7M savings by using the Jornaya Intelligence solution to make data driven decisions about their leads.
The 4 things every higher education marketer should know about their leads
- Lead Age
- Consumer Velocity
- Total Hops (Lead Aggregation)
- TCPA Compliance
Ensuring that YOUR admissions team is the first to respond to your lead is crucial to successfully engage prospective students. The " relative age " of the lead (how much time passed since the prospective student hit "submit") is often the difference between reaching a prospective student with high interest in your brand, and reaching someone who has likely already been contacted by a competing school.
In fact, a 2007 Kellogg / MIT study by Dr. James Oldroyd found that when a lead is contacted within 5 minutes of submission, they are 100 times more likely to convert than leads contacted within 30 minutes.
- Filter aggregated or non-aggregated leads
- Improve efficiencies in lead buying
TCPA Compliance can be a painful violation to face. The Telephone Consumer Protection Act (TCPA) has grown in scope and litigation in recent years, and continues to represent a threat to anyone purchasing or generating leads. As a result, in-house compliance teams are setting strict requirements to ensure a purchased or generated lead is compliant with their TCPA standards.
For each lead, to avoid non-compliance, higher education buyers should be validating that an approved disclosure was used, that it was clear and conspicuous to the consumer, and that they gave their express written consent to be called or texted by the brand.