Today’s universities use technology in and out of the classroom to improve efficiency and provide quality education.
According to certain predictions, innovations in technology may lead to the replacement of teachers by intelligent machines in 10 years.
Don’t worry. It’s only about “some” teachers. We all know nothing can replace human interaction when it comes to teaching.
Universities that have adopted automation, however, are finding that educational pressure is easier to handle.
In a way, universities are businesses. They run their marketing campaigns just like large corporations. They need to attract and retain prospective students and this is an integral part of running their business.
Though the way they market and sell their products and services may be somewhat different from how other corporates do it, they are still trying to reach consumers (students) in more or less the same way.
Unis also have departments like marketing, finance, HR and accounting working behind the scenes. They, therefore, face the same challenges other businesses face.
Developing a New Mindset
One advantage of automation is that it helps universities invest in their business by improving their processes. Pew Research found that 95 percent of teens can access a smartphone and 45 percent of them say that they are mostly online.
The current and future students of your university spend most of their time on social networks, sharing opinions, thoughts, and looking for advice on whether your university is the right choice for them or not.
Before a student decides on what school to apply to, they have done thorough research. They have reached out to existing students and asked about life in that university.
Their research can bring positive or negative depending on whether you are available on the networks they hang out on.
Are you available online to answer all prospective students’ questions or will they depend on biased information from other sources?
Since the moment a prospect is considering becoming your student, throughout the duration of their studies and up until they get their diploma, they need to remain engaged.
Let me rephrase that: YOU need to keep them engaged.
The administration has to provide them with meaningful and engaging content. But managing thousands of current and past students, along with prospects and faculty members is a mammoth of a task.
This is where automation for education comes into play.
Today’s students are tech-savvy. Thus, the traditional way of sending brochures and using traditional media does not cut it anymore.
Students expect the universities to be at par with the kind of technological engagement they get from other avenues including private organizations and shopping outlets.
Consequently, your university has to improve its communication and engagement strategies through all the stages of a student’s interaction with the institution.
Luckily, there are several online tools that can help automate a university’s processes so that engagements with prospective students, current students, and employees are streamlined.
Automation can help you optimize each stage in the student’s interaction with the school. The process starts when high school graduates become prospective uni students to when they become alumni.
With marketing software, you can track a student’s engagement with the school and subsequently be able to generate reports and records on your student’s interests and concerns. Software can also help automate communication processes and reduce the manual work for the staff.
How to Use Automation to Attract, Retain and Engage Students at Your University
When a student is searching for a higher education institution to join, they are not just looking to learn and graduate with a degree.
No.
They also want a place where they can get to rediscover themselves, meet new and exciting people, acquire new skills, pursue hobbies and change their lives (for the better, of course!).
For a university to grow, it has to meet student needs. They have to attract, engage, and retain these students.
The following are steps to ensuring that your university succeeds through automation.
1. Attract Students Using Brand Awareness and Competitive Positioning
Building your brand and setting it apart from competitors is essential in the recruitment of students. At this stage, you want to ensure that the students learn about the school even before they sign up.
Therefore, you need to “sell” it to them as a unique place where they can get a good education and great experiences. Let them hear about it before they become interested in it. You can do this in several ways including:
A website ensures that the students can find you online during their research. Create landing pages for each department complete with an in-depth description of each course.
List benefits of joining the class, a call-to-action (extremely important!), and easy-to-use sign-up forms for both applications and newsletter subscriptions
They help you reach out to prospects in the environments where they spend most of their time and redirect them to your landing pages.
These ads can also be tweaked to target prospective students who match those who’ve already signed up or retarget them to win back those who visited the site and left in a huff.
Social media ads must be unique and target the students’ needs and pain points. To get information on how students want to develop their careers, you can partner with ranking sites, news pages, forums, career development centers, colleges, and high schools.
The content you create should meet students’ needs and be in line with their interests. Content marketing also has to be an integral part of the university’s marketing strategy. Be helpful and try to answer as many of the prospective students’ questions.
Furthermore, make sure to publish that content in various formats, like blog posts, brochures, videos, vlogs, and infographics. And, of course, on multiple outlets: your blog, online magazines, newspapers and more.
2. Engage Students
Once you have managed to attract the right people to your educational brand, you need to keep them engaged. It’s important to note that, as an institution, engagement will have to happen with both prospective and current students.
How you engage both categories will, however, be different. Your engagement will also depend on what the student is interested in pursuing.
A student interested in an art course will receive engaging content that’s different from that of a person who is interested in, say, an engineering course. You have to personalize your communication so that they feel like you are speaking to their needs.
You have to convince the student that they will gain value for their money and time. Engaging them ensures they enroll, pay, and study. You can engage students in various ways including:
Engage current students so that they can become active and eventually advocate for your institution to prospective students. You can do this by:
2. Retain
You want the students not only to enroll but to remain with you until they become alumni. You can do this by:
How Universities Can Use Automation to Get Stellar Results
Good CRM software helps power automation. It saves information about the students: addresses, names, phone numbers and how they interacted with your courses.
It becomes the backbone for your digital marketing strategy and supports the university’s goals. It also makes activities like enrollment, alumni engagement, and current students’ engagement easier.
65 percent of higher education institutions are using CRMs, according to a study and 40 percent of those not using are considering implementing one.
A CRM system like Salesforce does not just automate your marketing strategy. It also collects, analyses and provides insights using data collected.
Still on the fence about using one in your university? Check out those using CRM here.
Let me start by saying that it will help consolidate all your websites, email subscriptions, social media channels and so much more. This enables you to understand how the students are interacting with your institution. It also reduces the amount of manual work your staff has to do.
If you integrate your CRM with good marketing automation software, you can personalize communication even further. A marketing automation software helps you follow the student’s interaction with your courses from when they visit your website, open an email, fill out a form or read your blog.
With marketing automation software like Mailchimp, you can:
Marketing automation software helps you foster leads (prospective students). Once they become students, then the CRM tracks their interactions with your institutions so that you can easily turn them into brand ambassadors.
According to research, a customer has made 57 percent of the purchase decision even before they call the supplier. 67 percent of their journey through the buying funnel is done digitally. This means that the institutions have to generate high-value online conversations with prospective students to ensure they enroll.
These conversations should be around students’ benefits and around how the courses provide solutions to their needs and interests. Universities have to tap into the problems that students are facing before they become prospective students and provide solutions to them through useful information.
But yes, all this seems quite hard to achieve. How on Earth could you possibly allocate the time to nurture every student in a personalized manner (a personalization which they demand)?
Actually, marketing automation can do all this for you. Here’s what a simple Salesforce to Mailchimp integration can achieve for universities and other educational institutions:
The efforts to simplify processes, keep current students engaged, attract prospective students and keep the alumni engaged can be executed seamlessly through:
1. Creating Better Workflows
Customized workflows allow the admissions team to nurture leads depending on where they are in the enrollment process. They can, for example, follow up with a prospective student with an email based on what they searched for on the website.
Customized workflows allow the admissions team to nurture leads depending on where they are in the enrollment process. They can, for example, follow up with a prospective student with an email based on what they searched for on the website.
2. Personalizing Engagements
Automation, as we have previously discussed, enables universities to personalize communication, based on a prospective student’s interests. The students will be looking for courses or schools using specific keywords.
These keywords define their preferred degree and interest. Targeted social media ads and emails can help reach these students.
Make sure the landing pages created are for specific programs and departments. These will help point students to specific courses based on their searches. You can then track clicks, visits, and bounce rates.
Automation will also help you tell students of other opportunities beyond the classroom. You can update them regularly on awards, internship opportunities and more.
3. Providing Feedback
With automation, you can respond to students in real time by either calling them up, emailing them or responding to a chat. It provides different venues for you to connect with prospective students and also with your employees.
You can use white papers, photos, videos, chats, emails, web conferencing and more. You can then optimize the workflows to include customized responses based on how the student interacted with these channels.
4. Appointing People in Charge of the Automation Process
Change is hard. We know.
Universities have been using traditional ways of working for a long time now. So you will undoubtedly encounter resistance to change. The management team can facilitate cooperation and ensure that everyone is on board with the programs. They can help the other members of staff adapt by providing training that leads to positive outcomes.
5. Ensuring the Adopted Software Is Easy to Use
Complex systems will kill the morale of the staff. So make sure that the software you choose and its processes are easy to use.
Provide training them and have an efficient support system in place. Simplifying the operations will be a huge step towards process improvement.
Make sure the processes also cater to the needs of people without technical know-how. They should be user-friendly and intuitive. This ensures that everyone can work with the new systems without relying on others to help them all the time.
6. Ensuring Efficient Communication
Without seamless communication, automation will not work. Involve everyone from different departments. Education managers cite that 56 percent of their problems emanate from poor communication.
To ensure efficiency, use digital automation tools that prioritize communication. Have alerts that provide updates and allow the necessary people to act immediately.
7. Reducing Bottlenecks
Create seamless digital processes that allow for fast issue handling. These ensure that stakeholders can react to problems from anywhere.
Taking advantage of your automation tools reduces the need for manual data input and ensures that processes flow seamlessly. Unlocking the benefits of automation can transform your institution.
Students will see an improvement in the skills taught and courses offered. And faculty members will find it easy to cater to the needs of their students.
8. Taking it one Step at a Time
You don’t have to automate everything in one day. Take it slowly. Give your staff time to get used to every piece of new software. Then show them the power of integration.
Wrapping Things UpIndustries and corporations are being transformed by automation. There is no need for higher learning institutions to be left behind.
Attracting, engaging, and retaining students depends on the methods you use and whether they meet students at their point of need. Ensure you develop a relationship with the students while helping them achieve their goals.
This will not only help you enroll the best students, local or foreign, but also turn the ones you have into brand ambassadors.
Through marketing automation and integration, your university’s marketing will work like a well-oiled machine.