12 Winning Ways to Increase College Admissions GrowthComprehensive case study on improving conversions totaled with campaign audit, strategy evaluation & optimization schedules to upsurge BTech admissions for various Indian colleges.

Prepared by:

Pallab KakotyDigital Marketer83760 48661pallab@hshdsh.com

What’s Ahead!

Step by Step narrative outlaying the online media marketing strategies for Premier Universities to achieve XXXX admissions in XX days from PAN India audience with an investment of INRXX,XX,XXX

Goal – Increase Admissions

1. Align Campaign Goals to Business Goals

2. Establish Marketing Media Goals3. Determine Campaign Marketing

Goals4. Audit Social Presence 5. Survey Search & Display

Audience6. Core Keywords of Target

Audience

Table of Contents7. Core Keywords of Target

Audience

8. Know BTech Competition

9. Take Action Post Audit

10. Search Keyword Audit Learning

11. Develop Campaign Content

Strategy

12. Measure Campaign Progress

Campaign Goals

Brand Awareness

Product Leadership

Viral Co-Efficiency

Leads

Sales

Business Goals

Reach

Reviews & Testimonials

Shares, Likes, Retweets

Drip Marketing Actions

Conversion

Align Campaign Goals to Business Goals

Establish Marketing Media Goals

● Objective is to achieve conversions and not limited to lead generation.

● Campaign CTA include XXXX admission registrations wherein each registration will pay INRXXXX to be eligible for campaign objectives

● Create pool of eligible prospects from unsuccessful leads to be filtered as ready to convert for future campaigns. Design drip marketing plan to keep them interested

Highlights

Campaign goals are brand awareness & product leadership attributes that will help create an ideal win-win scenarios for registrants (students). What are the value additions and how we explain them to prospective students?

Determine Campaign Marketing Goals

Primary goals are: 1. Admissions: XXXX Successful B Tech Admissions 2. Branding: Impression Visibility on Search & Display

Networks3. Remarketing: Identify, assign & nurture leads for

conversions.4. Drip Marketing: Roll Out communication plan for

unsuccessful leads.

Audit Social Presence Review all social media marketing platforms to formulate dedicated approach plans for each dashboard. Aim for more positive reviews, likes & ratings from both Facebook and Google. Nurture possible conversions via 1-on-1 social counselling using Twitter & Drip Mailers. Consolidate competitive visibility across search and paid display networks.

● Automate social media updates across all social media dashboards using advance scheduling.

● Create funnel of lead conversion categories to assign conversion communication planner.

● Automate drip mailer communication planner for various forms of unsuccessful leads.

Highlights

Social Media Sites URL Followers Activity Entails Action

Facebook Schedule updates for next 30 days

Visual Updates with hashtags & post CTA analytics

Twitter Initiate 1-on-1 conversations

Target popular trends with an ideal post CTA explainer.

YouTubeBoost branding experience & create impressions of successful conversions

Create explainer videos and alumni reviews

LinkedInCreate network of alumni and prospective students

Career newsfeed updates backed by informative data that creates impact for registrations.

Blog Posts from thought leaders & students

Share success stories around brand experience.

Audit Social Presence

Survey Search & Display AudienceTally keywords that are coercive to successful conversions in BTech Admissions including broad, phrase & exact matches. Tally CPC of each keyword and determine various display network categories.

● Increase enrolments for BTech course ● Create search marketing campaigns to attract top listings on core

keywords● Create display marketing visibility across top websites frequented

by students.● Create remarketing extensions across both Search and Display ad

networks to encourage conversions by improving communication collaterals.

Highlights

Core Keywords of Target Audience Core Keywords

GroupKeyword

Types Av Mo Search Competition Suggested BID Keywords

Top Engineering Private College Broad Match 1k – 10k Medium INR 6.66 Keyword Ideas

“B Tech Admissions” Phrase Match 100 – 1k Low INR 25.68 Keyword Ideas

Engineering Degree Courses Broad Match 10 - 100 Medium INR 52.27 Keyword Ideas

Admission for degree courses Broad Match 10 - 100 Medium INR 54.07 Keyword Ideas

[Jaipur B Tech Colleges] Exact Match 10 - 100 Low INR 6.18 Keyword Ideas

“Colleges for B Tech” Phrase Match 10 - 100 Low INR 32.31 Keyword Ideas

Know BTech CompetitionIdentify competitor campaigns to analyse communication collaterals. How different they are when it comes their paid campaigns? List Call to Action (CTA) denominator that will single handily influence conversions.

Ensure ad copies and landing pages are best optimized for better quality score.

● Deploy Influence Marketing channel from an anonymous domain that will offer “an almost unbiased” comparison of other competitors including your brand, where your brand scores better.

● Deploy PPC marketing campaigns directing students to this “Influence” dashboard for comprehensive opinion that your brand’s B Tech is best out there!!

● Look at what type of content competitors are creating, how often they are sharing it, & what influences they are interacting with.

Highlights

Know BTech CompetitionLanding

Page Competitor Strengths Weaknesses Content That Resonates

https://www.urbanpro.com/landingPage/show?id=750&

Urban Pro Just a Lead Generation Channel

Not a College or University

http://admissions.bennett.edu.in/b.tech/

Bennett University Times Group CompanyNon-Informative Website other than marketing tit bits.

http://www.shiksha.com/marketing/Marketing/form/pageID/2728

ShikshaJust another lead generation channel but listings here will be a plus

Not a college or University.

https://applications.srmuniv.ac.in/

SRM University Informative websiteUnder Par Website and under par landing page

http://pes.edu/pessat PES PESSAT Clean Website Limited CTA triggers

http://manipal.edu/content/mu/lp/mit-btech.html

Manipal Good Clean Landing PageNo CTA triggers or automated time out follow ups.

http://smu.edu.in/smit/programs/program-list/btech-in-civil-engineering.html

SMU

One of the best website with rich visual appeal conducive for successful conversions Limited CTA Triggers

Take Action Post Audit Create PPC search marketing campaigns across both Google and Bing/Yahoo network. Deploy display marketing campaigns triggered with remarketing attributes to constantly encourage conversions. Create FB brand visibility campaigns along with Trending schedule across Twitter.

● Initiate 1-on-1 counselling with prospective leads● Deploy drip marketing schedule for various lead stages from

the conversion funnel.● Refer to the following Keyword Planner Sheet to measure the

ROI of search marketing campaigns.

Highlights

Search Keyword Audit Learning1. Shortlist keyword ideas and assign them to various ad groups2. Identify “Long Tail Keywords”, bid on them and analyse traffic

patterns to deploy both organic and inorganic search marketing strategies.

3. Determine the Commercial Intent of Shortlisted keywords4. Analyse and evaluate keyword competition to broadly define

average cost per click by improving quality score.5. Deploy keyword research for other search platforms and identify

competition if applicable.6. Create keyword chart for organic search terms including

prepositions and questions based on core keyword “B Tech”.7. Boost organic visibility of core keywords based on prepositions &

questions.8. Plan inorganic traffic using Buy Now (Sign Up Now) Keywords,

Product Keywords, Informational Keywords & Tire Kicker Keywords.

Develop Campaign Content Strategy

Determine content mix and posting cadence across all paid marketing channels. Content is key and therefore content scores for best title must include powerful, emotional, common & uncommon words. Title optimization is of paramount priority.

Create online search marketing campaigns based on following keywords:

○ Top of the funnel○ Middle of the funnel○ Bottom of the funnel

• Campaign Call to Action deliverables needs to be honoured. • Display Remarketing Visual Appeal is ultimate key to successful

conversions.

Highlights

Measure Campaign ProgressUse various campaign performance analysis tools including Analytics & Social Insight Reports to continuously cross evaluate progress. Deploy additional Traffic analysis dashboards to determine best performing content storyline.

● Align Analytics with Conversion Optimization Goals ● Social Media Marketing evaluation based on

advanced analytics & custom reports, Facebook Insights & Google Analytics (who, when, and how many people are viewing and interacting)

Highlights

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