Finding Future-Friendly Digital Marketing Channels

ABOUT THIS EPISODE

Andrea Maconachy, EVP of Marketing at All Campus, joined the podcast to talk about finding blue ocean marketing opportunities in an increasingly difficult and attribution-fuzzy paid media landscape.

In terms of where we should steer ourmarketing dollars, cross channels is going to be really important.Diversification really important, we still think paid search, is going to berelevant in the future. You're listening to enrollment growth,university from helic education, the best professional development podcastfor higher education leaders looking to grow in Roman at their college oruniversity, whether you're looking for fresh and romant growth techniques andstrategies or tools and resources. You've come to the right place. Let'sget into the show, welcome back to an Roman GrowthUniversity, a proud member of the connect Edu podcast network, I'm EricWilson with Heeles Education and we're here today with Andrea mcconkieexecutive, vice president of marketing at all campus Andrea, welcome the show,tanks, Eric and excited to be here really excited to talk with you todayabout finding blue ocean marketing opportunities in an increasinglydifficult paid media landscape. Before...

...we dig into that conversation, can yougive the listeners a little background on all campus and your rule there sure?So all campus is an online program management company. We offercomprehensive tailored services, so research, marketing and recruitment,enrollment student services and we primarily focus on the top. A hundredand fifty institutions in the US, so purdue Columbia, University of Arizona,Ucla and the under belts are just a few of our partners. Our focus is mainly onmasters, degrees and micro credentials. Andra to kick US off today. How do you think about marketingattribution in this digital world? That's getting data fuzzier by the dayshare, so I first want to address the attribution point, because attributionhas never been perfect and there's a lot of ways that you can go about it.You know whether you're looking at attribution based on first inquiry orlast inquiry or cross channels or...

...you're waiting it in some way. So youknow it's never perfect and we use a bunch of those to dictate our marketingdecisions, but on the point about getting Fuzzier, I've been in theindustry for a while, as have you eric, and it's almost like we're revertingback to the good old days. You know: We've we've had this great period oftime. We've had all this rich data at our finger tips, and you know I amenthusiastic because I feel like we've been in this, you know seek beforewhere we've had to make decisions based on you know not all the puzzle, piecesbitting quite right and we made it work then, and we can make it work again. Yeah you mentioned the increasinglyfuzzy disconnect in, but with a reminder that it's always been a littlebit: Fuzzy a e Yes, but but in terms of of pay media channels like facebook andGoogle, we are seeing these trends...

...toward increase us of privacy, we'reseeing their own platform changes that are making perfect attribution moredifficult than ever. How are you thinking about where to steer yourmarketing dollars in this harder to verify digital marketing landscape? AIt's a great question, so I want to point out that currently the marketerfacing the most significant challenge, or obviously those that are reallyreliant on social media, facebook and especially apple users, right in termsof where we should steer our marketing dollars. Cross channels is going to bereally important. Diversification really important. We still think paidsearch is going to be relevant in the future. I realized that Google haspushed back their privacy changes to two thousand and twenty three sothere's still some time to figure it out, but these platforms are based offof Ad Revenue, and so we are confident...

...that they're going to find a way tohelp us out it's just going to take some time to get there, so we thinkpaid search is still going to be relevant and and high converting. Butthis is also a time it's actually pretty exciting. You know to thinkabout new and emerging platforms, so some of the ones that that were lookingat our bank, of course lake in red it cora tick, Tock, snapchat, podcast,influencers, there's there's a lot to kind of play with, and you know atfirst blush you think well, this doesn't seem like it would beappropriate for Higher Ed, and you know it's time to get creative and thinkabout that right. You know, for us, Linkin in particular has generatedmixed results. I can say, but they're doing some creative things to withconversation ads and form ads, which you know is testing direct engagementwith perspective students. So you know, I think these platforms arerealizingtheir potential and it's just...

...going to going to take a while and somecreativity on our part to make them work. So so there's that and thenfinally you know in terms of investment of time, so you know it people, thinkof so as an earned activity, but it does cost. You know it costs time itcosts resources and for us you know the the prospects, the perspective studentswe generate all campus through earned, convert about two x to three x, betterthan paint search. So it's a really big focus for us and something that youknow we think is going to sustain in the future yeah. I love how you'rethinking about this in terms of timing and sequence in terms of okay,IO was fourteen point five and fifteen up dates of came. Let's refigure outfacebook, we have until two thousand and twenty three to figure out: Googleyeah. How do we start thinking about so that when you're trying to think asfuture friendly as possible in terms of what can we build today? That we thinkis not going to be only for the next...

...six months or even the next three years,but maybe the next ten? What are the marketing channels and strategies thatyou think might be the most future proof, even as we navigate toward theseincreasing trends of increasing data privacy yeah, you know again, I go backto our court channels. I think Google s going to fix this. I really do. I know,there's a focus on privacy, but you know you're, seeing it already with youknow at any time you enter a site. Nowadays you get a cookie permissionright, it's almost becoming just a a standard and something you just clickyou know. So we think that Google is going to win the game. Their ad revenueis way too important and we always can fall back on even with the impact ofprivacy laws. The upper funda metrics that we have, like click through rate,impression, share, clicks like shares. All of that will still be visible to usand we'll be able to make some some good decisions off of that, and thenagain you know, I stress strongly to...

...have a really solid content, marketingstrategy and so strategy. It can be a little bit difficult because you knowthe content that you produce might not hit the way. You expect it's a longterm game. You might not get the rankings that you want. You know I knowfor us. We recently had some really strong articles that we produced onbehalf of purdue and all of a sudden boom overnight. Our rankings droppedbecause the Google Algorithm had decided that they were going toprioritizes with ratings ahead of our own doted program yeah it was. It wasreally interesting to see and and sure enough, just a few weeks later, the ITshifted it back, because Google realized that they weren't getting theclicks out of HOSCO or the? U K O the leads coming from from that that page.So you know we are confident, maybe maybe to confident in Google atthat they'll fix it and another...

...suggestion that I'd have on the content.Development side is is prioritizing your research and development of thatunbranded content. So you know, you've got perspective students that are kindof dabbling and are researching the degrees, but they're also probablyresearching other things that are Ansley to the degrees. So you know whatarticles can you write that you know focus on keywords that aren't directlyrelated to the degree program that you're covering you know: We've writtenarticles, cloud, security versus network security, what's the differencecareers with a master's degree in social work, and I think we even havean article right now. That's focused on e sports, that's related to one of themaster's degrees in Sport, marketing that we cover so you these can be greatopportunities for a university with a strong dat edu domain to get reallygreat, well researched, content in front of prospects and even just getthem to the site. Knowing that they'll...

...be able to re target and remark it tothem later, yeah, let's dig into the apparatus. So O, how do we not onlymagnetize those students to our sight but then get it them into our funnel?So I love how you talked about content strategy and so and in Google.Hopefully we can trust long term in terms of being effective and efficientways to get perspective students to our sight than what we create content thatGoogle serves that students are interested in. We get the student tothe site. How do we then get the student into and through our enrolmentfunnels sure? So you know we've consulted with a lot of universities onthis point and the biggest thing that I can say that did differentiates thesites that we produce on behalf of our partners with with higher ed sites ingeneral that you know, Er have to serve a wide variety of constituents. Youknow current students, sports et CE.

Our sites are conversion driven, youknow, they're built to be conversion. Driven every page has a form. The formasks for very concise information. I feel, like I've, seen forms onuniversity websites that are basically asking for everything except theperspective students, blood type. You know they go way too far right, whereasyou recommend first same last, name email, address phone number and reallythat's it and making sure that you have something to offer in exchange for thatinformation. So a brochure, download or a career guide can go a long way andthen also utilizing chats. I feel like a lot of institutions. Don't utilizechat as much as they could. We use or Lark they've, been a very good chapprovider for us, and you know in certain instances I think all arcunfortunately took this functionality away, but we we had our advisors imagealongside the chat window and we would...

...frequently get perspective studentsasking you. Are you a real person or a box? I say now we're a real person, soI recommend not using bots if you can and we've found that a quality chatconverts just as well as an a phone interview. So you know, chack can be areally really useful tool, particularly in a day where perspective studentsmight be less likely to give up their information or might be less likely topick up a phone call. And then, of course, you know, we supplement ouradvisor out reach with email with SMS text messaging and we try to be what wecall pleasantly persistent. So you know we want to make sure we're not, and Idating these prospects with too much at one time. We have plenty oftestimonials from enrold students that said the service that they wereprovided by the enrollment team. What really was the difference maker ingoing down the enrollment path with our partner versus a competitor? So so youcan't really count out involvement and...

...that's. My next recommendation ispartner with envolle. I have found often times that market being is on oneside of the fence and enrollment is on the other side of the fence, and youknow there's the there's, the people that generate the Peres PECs and thenthere's the people that are task with converting them, and you really have towork together. Then Roman advisers are just a treasure trove of information,they're, the one speaking to the prospects. They know. You know whatwhat they're thinking what's going on in their field and and we've found thateven just having some great conversations with the enrollment teamon the phone is, can generate SEO. Article ideas can inform our landingpage testing headlines can form body copy on our website. So I encourage youto reach out enrollment if you are more of a silent structure at youruniversity Andre, great stuff. Finally, any next episodic for hired marketingteams, they're looking to navigate all...

...of these new digital marketing changesand challenges. Maybe your one big piece of advice you can give us movingforward. I would say that don't be afraid of leading edge strategies andone thing that we've done in support of that in our organization that might beuseful is arming your your staff, your marketingstrategists, with kind of a lane to communicate with one another. So whatwe've done is we've got a an email that we curate it's by weekly, it's crossfunctional, so our SEO experts will put in a couple of articles that they foundour paid media experts will put in a couple articles that they found social,it's just across the marketing team. It all goes into one one document and it'sshared across the marketing team and even other teams within theorganization, so that everybody's brainstorming learning about whateveryone else is doing in the industry...

...and it just creates a really cohesiveenvironment, so that we can just continue to move the needle forward andnot a sight of what's next Andrew. Thank you so much for your time today.What's the best place for listeners to reach out if they have any follow upquestions, thank you. Eric. It's been a pleasure, those that are interested andmore about all campus can, of course it is at our website, all campus com, we'dlove to hear from you awesome, Andrew thanks. So much for joining us today.Thank you. Eric it's been a blast attracting today's new post.Traditional learners means adopting new enrollment strategies. Kelekseducations data driven enterprise, wide approach to enrolment growth isuniquely helping colleges and universities thrive in this neweducation, landscape and Helix has just published the second edition of theirenrollment growth play book with fifty percent brand new content on howinstitutions can solve today's most pressing enrolment growth challengesdownloadit today for free at he locks...

...education, com, playbook, you've been listening to enrolmentgrowth university from helic education to ensure that you never miss anepisode subscribe to the show in Itunes or your favorite podcast player. Thankyou so much for listening until next time. I.

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