ZOOM’S LATEST ANNOUNCEMENTS: Earlier this week, Zoom announced the launch of a new virtual events marketplace called OnZoom, which will function as an “event discovery and monetization platform.” It will have features that allow the sale, scheduling, and promotion of events like cooking classes, lectures, music performances, and more, all on the platform. The company is also launching Zapps, a line of new integrations with third-party apps. Salesforce, HubSpot, Kahoot, and Box are just a few of the companies building apps that will allow users to access information directly in a Zoom meeting, chat, webinar, or phone call.
Why you should care: Zoom is taking advantage of their increasing momentum ever since people began working from home in the spring. Whether you’re an enrollment marketer praising or cursing Zoom’s name, you should at least be curious about these new third-party app integrations and how they might make your life easier. From virtual open houses to 1-on-1 financial aid calls, these integrations should open up even more possibilities (in-Zoom quizzes/feedback surveys, anyone?), while increasing ease of use and information flow into your CRM.
PEOPLE ALSO ASK (PAA): A People Also Ask box is six times more likely to appear on a Google SERP (search engine results page) than a featured snippet, according to an SEMRush study of one million keywords. PAA is an interactive search result from Google that displays a box of related questions or queries that other users have searched for. Over 58% of the time, this PAA block appears right after the first organic search result. Search queries that start with “who,” “what,” “when,” “where,” and “why” trigger PAA boxes 86% of the time.
Why you should care: Interestingly enough, SEMRush’s study showed that 74% of websites present inside the PAA would otherwise not have made it on the first page of search results. That means there is opportunity here for less authoritative sites to have a presence on the first page of search results thanks to PAA. While we’re still learning more about how to optimize content for PAA blocks, we do know that answering the search query in your program’s content or website page in about 41 words gives you your best shot when it comes to word count.
WHAT IS REMINDER ADVERTISING?: When shopping online, have you ever added an item to your cart and not checked out, only to get an “abandoned cart” email or advertisement on your social media feed? This is a form of reminder advertising, which prompts your audience (typically in the consideration stage of their journey), with the message that your product or service still exists. Retargeting ads, abandoned cart emails, email newsletters, and relevant content are all ways to remind your audience of products or services that they have previously expressed interest in.
Why you should care: Enrollment marketers can use reminder advertising tactics in a number of stages of the prospective student journey, including the consideration and decision stages. RSVPing for a virtual open house and starting an application are steps in the process that merit several types of reminder advertising. The goal is to stay top of mind, as most prospective students need to come into contact with your school’s brand several times before making a decision about attending an open house, let alone applying or deciding to enroll.
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