Post by account_disabled on Oct 11, 2023 1:51:23 GMT -2
One of the largest, online universities in the country watched enrollment across its colleges nearly double over the past six years. Even as a pioneer in online education, the school needed to stay competitive through a savvy and integrated mix of brand-building, mid-funnel engagement, and lead generation.
But it can be challenging for higher education marketers to gain a holistic, full-funnel view over the duration of a prospective student’s decision journey, which can easily be six to 12 months. With LinkedIn as a partner, the school succeeded in connecting the dots in a way that aligned Email List marketing teams and drove higher conversion rates.The school’s marketing team was keeping its midfunnel packed with engaging content that was driving high-quality traffic to the website. The warm leads, however, went untracked and were essentially invisible to the direct response team.
The direct response team needed to know how mid-funnel tactics were impacting the two most important KPIs: application volume and cost per application. In addition, determining which platform was driving the best ROI was essential to making smart marketing investments in real time.
The solution was leveraging LinkedIn’s in-feed video and lead gen forms as part of their marketing mix to retarget the existing mid-funnel video viewers and generate new apps. By creating distinct mid-funnel segments, the mid-funnel team was able to create high-intent audiences that viewed at least 25% of the video, opened a lead form, or submitted their info.
The Direct Response team was able to segment these high-intent audiences into distinct retargeting groups and aligned the school’s marketing teams to easily track cost per acquisition (CPA) and compare the CPA to other campaigns not using the same mid-funnel retargeting pools. These methods, paired with new retargeting abilities, allowed the school to understand blended costs for a prospect moving through the funnel from awareness to application.
With the newfound ability to connect mid-funnel and direct response efforts by using retargeting segmentation, the school realized a 30% reduction in CPA with campaigns retargeting the mid-funnel audience. That’s 70% more efficient than the quarterly average. At the same time, application volume increased by 13% and a shift of investment on LinkedIn yielded a 3X return. With LinkedIn as a partner, the school succeeded in connecting the dots in a way that aligned their marketing teams and drove higher conversion rates.
But it can be challenging for higher education marketers to gain a holistic, full-funnel view over the duration of a prospective student’s decision journey, which can easily be six to 12 months. With LinkedIn as a partner, the school succeeded in connecting the dots in a way that aligned Email List marketing teams and drove higher conversion rates.The school’s marketing team was keeping its midfunnel packed with engaging content that was driving high-quality traffic to the website. The warm leads, however, went untracked and were essentially invisible to the direct response team.
The direct response team needed to know how mid-funnel tactics were impacting the two most important KPIs: application volume and cost per application. In addition, determining which platform was driving the best ROI was essential to making smart marketing investments in real time.
The solution was leveraging LinkedIn’s in-feed video and lead gen forms as part of their marketing mix to retarget the existing mid-funnel video viewers and generate new apps. By creating distinct mid-funnel segments, the mid-funnel team was able to create high-intent audiences that viewed at least 25% of the video, opened a lead form, or submitted their info.
The Direct Response team was able to segment these high-intent audiences into distinct retargeting groups and aligned the school’s marketing teams to easily track cost per acquisition (CPA) and compare the CPA to other campaigns not using the same mid-funnel retargeting pools. These methods, paired with new retargeting abilities, allowed the school to understand blended costs for a prospect moving through the funnel from awareness to application.
With the newfound ability to connect mid-funnel and direct response efforts by using retargeting segmentation, the school realized a 30% reduction in CPA with campaigns retargeting the mid-funnel audience. That’s 70% more efficient than the quarterly average. At the same time, application volume increased by 13% and a shift of investment on LinkedIn yielded a 3X return. With LinkedIn as a partner, the school succeeded in connecting the dots in a way that aligned their marketing teams and drove higher conversion rates.