RECOMMENDATION 03
Lean into analytics

Turn to data to gain insights
and guide strategies

How does data help?

Want a recruitment marketing strategy that performs better every round of applications? Then you’ve got to get data involved.

The best statistic you can report with a printed brochure is how many have been handed out – but when it comes to the increasing demands on marketing to prove ROI – this just isn’t going to cut it. Digital brochures can report everything from read times to bounce rate – meaning that you can change up your brochures depending on what most people read for the longest, and which pieces of content aren’t keeping readers engaged.

To continuously improve your strategy, it’s crucial to get insight into how successful your campaigns have been in engaging potential new students. Knowing who is reading your assets and what topics they’re spending the most time on is another key piece of the puzzle.

Content analytics reveal readers who are spending a lot of time with your content, indicating serious consideration. Add these readers into nurture or drip streams serving up more relevant content.

Content like student testimonials or informative videos about life at your organization are the ideal way to turn consideration into applications.

Data also helps marketers improve marketing assets by pointing to call-to-actions with the best performance, pages with the longest read times, and videos or rich imagery with the most engagement. With this intel, they can replicate success and rework areas for improvement.

In terms of ROI, tracking your assets – whether it’s prospectuses, event materials, or student stories – clarifies which ones had the most impact on recruitment and admissions and guides strategic budget allocation.

Do you use data in your
marketing strategy?

Yes!
Not yet...