THE SECRET FORMULA FOR CONVERTING PROSPECTS: After carefully crafting journey-based target audiences, and enticing said audiences with relevant content, how often do marketers still find it difficult to actually convert their leads? HubSpot recently shared the landing page template that they use to convert at a consistent 35% rate. HubSpot has tested and iterated their landing pages enough to determine which template converts their website visitors into leads at the highest rate possible.
Why you should care: Successful conversion opportunities are the key to generating student prospects. The following formula, as simple as it really is, is often overlooked or even ignored when enrollment managers create top-and-middle-of-the-funnel landing pages. So here's a refresher for you:
- First, always ‘hook’ or lure your prospect in with something enticing (eBook, application guide, industry report, etc.).
- Next, tell the prospect why they should care about the content you are offering in a concise, yet compelling, way.
- Make sure to summarize what you are offering in the resource and use a contextually-sound call-to-action.
Try revamping a few of your conversion opportunities using these tips — we bet you will see those visit-to-lead climb!
MAKE SURE YOUR AUDIENCES CAN HEAR YOU (NO, LITERALLY):
New findings from Edison Research is sure to shake up future marketing strategies. The study found that Facebook’s content is slowly declining and audiences (especially those aged 15-35) are engaging in more audio content than ever. Now before you delete your Facebook account and trash your surrounding digital media strategy, Facebook is still by and far the most frequently used platform — it’s just not growing like it once was. Record numbers of people are tuning in for audio content. In fact, the study found that people take in 17 hours of audio on average per week.
Why you should care: Content preferences seem to be shifting as we enter the next decade — especially among 15-35-year-olds (aka your target audience). Today's prospects (particularly at the graduate level) crave branded, informal content that offers them a relationship, one where they trust your voice and opinions and turn to you time and time again for the information. So, don’t faze out Facebook, but do look into expanding your content offers. What are some ways you can connect with your audience audibly? Maybe it is through a podcast or online radio. Think of this as another way for your audience to get to know who you really are, and for you to build up your brand.
FACEBOOK JUST LEAKED A FEW MAJOR UPDATES:
Prior to its annual F8 developer conference, Facebook announced several updates to its platform and messenger application. The social giant has been hard at work updating its platforms to improve user experience and attract and engage new users. Facebook rebuilt its messenger app, cutting the size by two-thirds — dramatically speeding upload time. They are also rolling out features that support Mark Zuckerberg’s vision of a “digital living room” including a social-video watching feature, which would allow individuals to come together virtually to view the same video at the same time.
Why you should care: Facebook’s latest moves are perfectly aligned with the industry, which offers you two essential insights into how to proceed with your marketing efforts. First, if it’s not fast prospects aren’t using it. Make sure that you have optimized your web content to ensure that it is quick and reliable. This means reducing image and file sizes and enabling caching. Second, prospects are looking to gather in the “living room”. Zuck is on to something in that 15-35-year-olds are using social media to gather and share with their friends and family. How can you capitalize? Make content worth sharing, understand your audience's consumption habits, and get your content in front of the people.