NEW FLOWCHART REPORTING FOR LINKEDIN CONVERSATION ADS: A few months ago, LinkedIn launched Conversation Ads, an InMail ad with chatbot-like functionality where audiences choose from a list of predetermined options and conversion paths. At the launch of this new ad type, reporting was lacking. With the addition of this new flowchart reporting tool, marketers now have insights into the step-by-step breakdown of button clicks within your Conversation Ad.
Why you should care: If you’ve ever used Google Analytics, you’ll notice similarities between its Behavior Flow tool and LinkedIn’s new flowchart tool. This tool now provides enrollment marketers with insights into where prospective student dropoff might be occurring within the Conversation Ad. With this information, Conversation Ads can be continuously optimized to create pathways that lead to the most clicks and conversions.
WHAT IS A SQUEEZE PAGE? Squeeze pages are a certain style of landing page whose purpose is to collect email addresses from prospective students. While landing pages might have more than one purpose or collect more information than just an email address, a squeeze page often includes a headline, a few sentences of supporting text, and a form with a single email address field. A single, actionable call-to-action (“Save Your Spot”), short testimonials below the form field, and clear imagery are key to a successful squeeze page.
Why you should care: Enrollment marketers should consider using squeeze pages or at least A/B testing a standard landing page against a squeeze page. High quality, top-of-the-funnel content offers, like a new eBook, podcast or blog sponsorship, or a virtual class experience could all merit use of a squeeze page.
UPWARD TRANSFERS INCREASE WHILE OVERALL TRANSFERS DECLINE: This summer, amid the pandemic, many expected students to “flock” to community college (either start at community colleges or reverse transfer from a four-year-institution) in an effort to play it safe and save money. In reality, according to a report from the National Student Clearinghouse Research Center, transfer enrollment is down 4.7 percent compared to last fall’s numbers. However, upward transfers (students moving from two-year colleges to four-year institutions) actually increased. All other transfer paths (reverse transfers and lateral transfers for example) decreased.
Why you should care: Some scholars explain the increase in upward transfers by noting that four-year institutions are “hungry” for students, are encouraging students to transfer, and have been more receptive to transfers this fall. Community college perceptions may also explain this increase; some students think community colleges are simply places to take cheap courses and that the ROI isn’t as high as it is for a four-year college. For that reason, many are eager to transfer after a year or two (even during a pandemic). Enrollment marketers at community colleges have an uphill battle to fight. Consider strategies like developing partnerships with local employers to build high ROI degree pathways.
Short on time to build a foolproof content foundation? That's what we're here for. Introducing DD Agency's cohort, "Content Strategy for Graduate Enrollment Marketing."
In today's content-saturated world and competitive graduate school landscape, a valuable and informative website just isn't enough. You need creative and compelling content — and lots of it — to attract prospects and engage them throughout their journey to enrollment. We'll teach you how to craft a custom content strategy that works. Here's what you'll come away with if you join us: