The sales funnel in student recruitment

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The sales funnel is the journey a customer takes until they make a purchase, in the case of an educational institution, until they enroll. Learn below about the 3 stages that make up the sales funnel and how to create content for each of them.


1- Attraction
At this stage, the goal is to attract the attention of as many people as possible. A large amount of content is usually produced focused on answering the questions of your persona, who is still far from deciding to enroll. The most suitable content for this stage is: blog posts, videos and content aimed at social networks.



2- Conversion
Here you will already have your thailand phone number list potential student's email and you will use the nurturing flow to create a dialogue with them. Email marketing is prominent, but it is important to use other content formats such as: infographics, study spreadsheets and calendars, video lessons, etc. You can ask for other information in exchange, increasing your database.


3 - Decision
Decision time, when the student chooses the school to enroll in. At this stage, it is interesting to create content such as blog posts describing the school and the courses, success stories showing students who have attended the school and have gotten into good universities or achieved good positions in the job market, among others.


It’s not enough to just produce a large amount of content; the content needs to solve a problem for your persona and, of course, be found on Google. Reaching the first page of search engines organically is harder than it seems.


Therefore, choose keywords that are relevant to your business , work on SEO techniques and don't forget to include the CTA at the end of each text, guiding your persona to the next stage of the funnel. Choose words that include the name of your city or neighborhood where the school is located, this will make it easier for people in the region to find your school on Google.


Using offline strategies, such as attending lectures and student events, is a good way to gain leads. Using social media to engage your audience, participating in or creating groups on Facebook and WhatsApp helps increase visibility and engagement with your brand.


Use automation tools to simplify the entire process. These tools allow you to send emails, perform A/B testing, schedule social media posts, and more.


And don't forget to evaluate the results and make more assertive decisions based on them. Social networks themselves provide a series of metrics that are useful in daily decision-making.


Inbound Marketing is the perfect strategy for schools and educational institutions to increase their conversion rate and attract new students using their main tool: knowledge, producing content to answer potential students' questions, providing education, knowledge and adding value to the brand.


PWR Marketing Digital is a specialist in educational digital marketing, with unique expertise we build national and international cases with revenues exceeding 35 million reais in sales in the last 12 months.


And if you want to diagnose your school or college in the digital world, we have the ideal solution for you to understand how it works from the inside of successful cases. PWR, a digital marketing agency with real results, located in Alphaville-SP, Ribeirão Preto and Portugal.