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Building a lead generation engine

Louise NicolGSM Consultant

22 January 2014

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Your website is a bridge to the world!

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Strategy

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Online marketing strategies

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Integration with CRM

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Integration with social media

Online Ads

Online advertising forms a key part of SEO, plus drive traffic & enquires to your own website

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Why do we need to engage online?

Significant global competition to be an education hub – if Dubai, Singapore & Hong Kong are not already “eating our lunch” the new players will not be far behind !

Watch out for Manama (Bahrain), Doha (Qatar), Bangalore (India), Colombo (Sri Lanka), Fort Clayton (Panama) & Jeju (South Korea)

If we don’t have an online presence we will miss out.

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Channels

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Information sources

When looking for information about universities, what are the top three sources of information you use?

Order Malaysian In Malaysia Average1 University/institution website University/institution website University/institution website2 University fairs Email communication Email communication

3 Email communication University fairsAdvertisement email from university/third party

4 Hard-copy prospectus/brochureAdvertisement email from university/third party Electronic prospectus/brochure

5Advertisement email from university/third party

Hard-copy prospectus/brochure Social media

6 Electronic prospectus/brochure Electronic prospectus/brochure Hard-copy prospectus/brochure7 Social media Social media Online advertising8 Visits to university/institution Online advertising University fairs

9Teachers (current school/tertiary)

Teachers (current school/tertiary)

Website aggregator (e.g. Reddit, Google News)

10 Online advertising Visits to university/institution Teachers (current school/tertiary)

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Engaging with your audience

Have you engaged with or seen/heard advertising for a higher education institution in any of the following mediums?Order Malaysian In Malaysia AverageWebsite 75.5% 76.9% 74.5%Social media (e.g. Facebook, Twitter, LinkedIn, YouTube, Google+) 61.2% 57.4% 58.7%Email enquiry 52.5% 55.4% 54.0%Online advertising 39.4% 39.8% 41.2%

Media (TV news, articles, newspaper and magazine adverts) 43.0% 44.2% 31.7%Fair/event 57.6% 54.6% 26.2%Billboard or outdoor advertising 17.9% 14.3% 10.8%Enquiry web form 17.9% 19.5% 15.8%Radio 15.8% 15.9% 6.9%Online chat session 7.2% 7.6% 8.8%Blog 5.4% 6.4% 8.1%

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Social media is the

second most important method of engagement —

after your own website

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Facebook

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Twitter

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Email communication

third most important method of engagement —

after your own website

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Electronic direct mail (EDM)

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Electronic Direct MailElectronic direct mail database for GSM

Country NumberAfganistan 23Bangladesh 213CIS 33Egypt 94India 92Indonesia 494Kenya 193Malaysia 240Nigeria 177Oman 20Pakistan 2313Philippines 11Saudi Arabia 79Sri Lanka 259UAE 25Yemen 24Other 1399Total 5689

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Online advertising

is the fourth most important method of

engagement — after your own website

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Online advertising

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Institution profile

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Food for thoughtDoes the provider have global brand presence to maximise student traffic?

Is the site targeted at key Malaysian markets?

Does the site contain specific content about Malaysia as a study destination?

Does the website have a proven track record in terms of enquiry numbers?

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Search engine optimisationPay Per Click (PPC) campaigns across key enrolment markets — Indonesia, Iran, Nigeria, Bangladesh, Yemen, Iraq, Pakistan, Thailand, India, Sri Lanka, Kenya and Vietnam

A dedicated team of five, focused on search engine optimisation (SEO), continuous technical auditing, social media content, and leveraging Hobsons’ global brand reputation and significant web assets worldwide

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Traffic by quarter

Q1 Q2 Q3 Q40

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

Visits

Pageviews

Enquiries

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Web statistics

Go Study Malaysia

DateJan13

Feb13

Mar13

Apr13

May13

Jun13

Jul13

Aug13

Sep13

Oct13

Nov13

Dec13 Total

Visits 4,819 5,912 8,138 7,138 7,329 7,765 7,908 9,090 12,059 12,204 14,757 12,543 109,662

Pageviews 13,902 14,400 21,140 21,944 20,893 23,538 25,081 29,425 33,939 33,207 30,983 26,427 294,879

Profile pageviews 1,147 1,022 2,285 1,948 1,678 1,944 2,073 2,599 2,638 2,384 1,723 1,299 22,740

Outbound clicks   67 118 146 108 112 132 226 189 167 149 71 1,485

Enquiries 2,191 1,130 2,286 2,001 3,227 4,590 5,291 5,296 5,314 5,202 4,037 3,557 44,122

Length of visit 02:54 02:11 02:15 02:44 02:33 02:56 03:12 03:15 02:43 02:30 01:52 01:51 02:35

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Enquiry web form is the

eighth most important method of engagement —

after your own website

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Online enquiry

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Enquiry numbers by nationality

Dec ‘13Nationality Enquiries

Pakistani 2229Indonesian 646Sri Lankan 176Indian 134Egyptian 69Yemenese 65Kenyan 58Afghan 46Malaysian 40Omanian 27Norwegian 20Sudanese 18OTHER 29Total 3557

Nov ‘13Nationality Enquiries

Pakistani 2849Indonesian 331Sri Lankan 202Kenyan 167Indian 144Egyptian 144Yemenese 62American 37Rwandan 17Afghan 14Omanian 14Nigerian 11OTHER 45Total 4037

Oct ‘13Nationality Enquiries

Pakistani 3587Indonesian 568Egyptian 235Kenyan 161Sri Lankan 160Indian 150Omanian 36Nigerian 31Afghan 27Algerian 22Malawian 18Libyan 16OTHER 116Total 5202

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Example enquiry rates

Enquiries  Institution June July Aug Sept Oct Nov Dec Total

Australian branch campus 149 59 178 166 280 375 459 1,666

Malaysian private university 129 36 154 133 219 284 345 1,300

Online course provider 128 45 151 141 245 345 422 1,477

UK branch campus 1 224 157 213 216 376 552 613 2,351

UK branch campus 2 53 11 47 49 76 108 106 450

Total 2,191 1,130 2,286 1,740 3,227 4,590 5,291 20,455 

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Enquiry qualificationMalaysian-specific — not fielding students wanting to study in other countries

Enquiry quality — in many cases it is our job to convert through Enrolment Management Services, so we have to ensure the highest quality of lead generation

Relationship with TOEFL, so we are communicating with over 900,000 international students with a good level of English

Global web assets

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OM to CRM

Enquiries are great but only worthwhile if converted to applications & enrolments.

“So we have our enquiries. What next?”

Now starts the conversion campaign !

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Integration with CRM

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Using CRM to convert

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www.gostudymalaysia.com

The lead generation engine

Thank you