Mastering the Student Inquiry Moment

About the Episode: 

Allison and Angie delve into the critical moment when a student inquires with a college and reveals how savvy higher ed marketers can turn this high-intent moment into a game-changer for applications and conversions. Non-name-brand colleges can particularly benefit from focusing on this moment to stand out and attract prospective students. By creating personalized and engaging experiences, colleges can increase contact and engagement rates, leading to higher application and enrollment rates. The conversation also highlights the changing landscape of search marketing and the need for a more personalized approach in higher ed.

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The Importance of the Inquiry Moment

Angie Mohr emphasizes the critical nature of the inquiry moment, highlighting it as a high-intent phase where prospective students are most open to engagement.

This moment is an institution's opportunity to set the tone for the entire student experience. Rather than leaving students with a generic "thank you" message, Mohr advocates for using this as a chance to begin a meaningful conversation and maintain momentum in the student's journey.

This approach not only captivates the student's attention but also significantly impacts application and enrollment rates.

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Creating a Personalized Engagement Experience

The conversation further explores how to create personalized, engaging experiences for students from the moment they show interest.

Mohr contrasts the traditional static response to inquiries with dynamic digital experiences that address the prospective student's needs and questions immediately. This strategy involves personalizing content based on the information provided by the student, fostering a sense of belonging and connection from the outset.

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Leveraging Data and Technology

Angie Mohr shares compelling data and examples demonstrating the efficacy of this approach. Institutions that have adopted these strategies have seen remarkable increases in application rates, highlighting the potential of personalized engagement to transform the recruitment process.

The discussion underscores the necessity of evolving with the digital expectations of today's students, who seek seamless and relevant interactions in all their online engagements, including their college search process.

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Action Steps for Higher Education Marketers

The episode concludes with actionable advice for higher education marketers looking to capitalize on the inquiry moment. Suggestions include auditing the current inquiry response process to identify opportunities for enhancement and implementing even small changes that can lead to significant improvements in student engagement and conversion rates.

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Key Takeaways

• The student inquiry moment is a critical opportunity for colleges to make a positive first impression and set the stage for the entire student experience.
• Personalized, engaging responses to inquiries can significantly impact application and enrollment rates.
• Leveraging data and technology to create personalized experiences is essential in meeting the digital expectations of today's students.
• Institutions should audit and improve their inquiry response processes to better engage prospective students.

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About the Show: 

The Application is your playbook for the ever-evolving world of higher education enrollment marketing. This podcast zeroes in on the niche, often-unexplored areas of the field, delivering a potent mix of actionable insights, practical strategies, and cutting-edge perspectives.

Connect With Our Host:

Allison Turcio

https://www.linkedin.com/in/allisonturcio/

https://twitter.com/allisonturcio

About The Enrollify Podcast Network:

The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!  

Some of our favorites include Mission Admissions and Visionary Voices: The College President’s Playbook. 

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com. 

Connect with Us at the Engage Summit:

Exciting news — Allison will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31. 

Learn more and register at engage.element451.com — we can’t wait to see you there!