A marketing funnel is the process by which a lead or prospect goes from being a complete stranger to a brand evangelizing customer.
Because of everything we have mentioned crypto email list so far (student research process), it is almost impossible for a person interested in enrolling to study to do so without having completed a research process. Good luck if this is your case!
But typically, people do their research, educate themselves, interact with brands, and then, after a while, make a purchasing decision.
It's exactly the same with students, so your school needs to use a marketing funnel to attract them and convert them into enrolled students. So what should a marketing funnel be like? Filled with valuable content!
But not meaningless content, on the contrary, before creating content you should know what stage of the Buyer Journey the people you want to convert into enrolled students are in and based on that information create much more personalized content.
TOFU
Or what is the same as Top of the funnel, is the upper part of the funnel. The content in this part of the marketing funnel should cover some of the questions your Buyer Persona has when they discover that they have a problem. For example:
“How to study if you have concentration problems.”
“Tips for choosing the right career.”
“How to study remotely”.
The idea of creating content for this part of the marketing funnel is that you can help your Buyer Persona to clear up some doubts regarding their concerns, that is, try to gain their trust through content that allows them to solve some problem.
MOFU
Middle of the funnel is the part of the sales funnel, and content should be created that is targeted at people who are considering a solution. Let's say your Buyer Persona at this stage is considering studying a career that has to do with literature, letters, language studies, etc.
What type of content do you think you can offer to boost your student acquisition strategy? A content idea could be:
“5 Careers you should check out if you like literature”
Or if your Buyer Persona is considering your educational institution as their home of study , you could create content such as:
“5 tips you should apply when choosing your educational institution”
The important thing is that you can create really specific content that helps people trust your content and ultimately your IE as their school of choice to enroll in.
Consider that leads at this stage are already aware of their problem and the options to solve it, but they are not completely ready to generate contact with your sales department.
So you have to be careful because there is a fine line between this stage of the marketing funnel and the sales funnel.
BOFU
This is the final part of the marketing funnel. At this stage, leads are aware of the options available to solve their problem. In other words, if their problem was finding a school that met their needs, at this stage they choose which school to enroll in.
So the content offered in this phase is directly related to offering or showing your services. Don't be afraid to promote yourself a little, because that's exactly what it's all about.
The content in this phase is targeted at people who have considered enrolling in your IE, so there is a chance they will continue in your funnel. The pieces you build for the bottom of the funnel can be, for example:
“10 successful professionals who have had something to talk about after graduating from our IE”
If it is a school for minors, you should take advantage of testimonials from parents or success stories.
Telling the story of your own students in any format (video, text, podcast, etc.) is always a good way to look good in the eyes of others.
Providing content that clarifies payment methods is also important. This is part of this phase, as it allows you to learn administrative details that can be decisive when choosing a school.
As you can see, there are hundreds of ideas to showcase at each stage of the marketing funnel, you just need to determine which stage your Buyer Personas are in to be as accurate and personal as possible.
What is a Marketing Funnel?
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