BY 2021, MORE THAN HALF OF COMPANIES WILL USE LINKEDIN FOR MARKETING: EMarketer estimates that by 2021, 50.3% of marketers will use LinkedIn for marketing and advertising purposes. Many consider LinkedIn to still be in its “innocent” stage where professional connections remain meaningful and authentic, and every other post isn’t trying to sell you something. With more marketers and advertisers projected to use the platform by 2021, you’re sure to see stiffer competition to reach prospective students on LinkedIn.
Why you should care: Enrollment marketers who aren’t currently advertising to the 62 million adult users on LinkedIn are greatly missing out on an adult graduate population who is active on the platform. Pretty soon, the competitive advantage of advertising on LinkedIn (and advertising well) will be long gone as more marketers and advertisers flood the picture. That’s why it’s important to move now and make the most use of LinkedIn as you can.
THE BEST TIME TO SEND EMAILS IS AT… According to studies by Wordstream and Optinmonster, Thursday mornings are the best time to send interactive emails associated with an email campaign. If you’re launching a new product or service and promoting it via an email campaign, HubSpot suggests launching the announcement email on a Wednesday and pushing out interactive email content on Thursdays. Read more on what types of emails HubSpot suggests you send on the other days of the week.
Why you should care: Email campaigns promoting a new program guide, communicating to inquiries, or promoting university-wide messaging all contribute to increasing enrollment. As an enrollment manager running email campaigns, don’t take a shot-in-the-dark guess about when to send emails; ensure your email sends and delivery times are optimized based on research and data.
SWIPE UP TO CALL ADS IN SNAPCHAT: Among the many Snapchat ad types, Swipe Up to Call is the newest addition. It works just as it sounds: while viewing an ad on the platform, the user has the option to swipe up to call the business. We often forget that phone calls are one of the most traditional forms of a marketing conversion that are still crucial to this day for certain types of businesses.
Why you should care: In higher education, phone calls still play a hefty role in student recruitment and enrollment marketing. Imagine running Snapchat ads to a group of prospective students who have started their applications but haven’t finished it. Once exposed to your ad, they could have the option to swipe up to speak with an admissions counselor to figure out the answer to the question that’s holding them back from finishing their application.