Your website is your digital storefront and is typically the first touchpoint in the journey of your prospective students. And the web’s greatest companion is your CRM, allowing you to capture leads, engage them, and move them through your enrollment funnel. 

The CRM and your .edu website combined are the hub and spokes of your marketing stack.  

‍But there’s so much more to that connection. Mike McGetrick, principal of creative and interactive services at Spark451, introduces strategies and tactics for amplifying the web and CRM combination to build a behavioral marketing engine that delivers optimal results.

In his session, Mike shares valuable insights into how universities can leverage this powerful integration to deliver personalized marketing messages and enhance the prospective student experience.

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Optimizing the CRM + Web Connection

During the session, Mike emphasized the importance of a conceptual model when optimizing the CRM and web connection. Drawing on his years of experience in teaching web design, he delved into the intricacies of aligning university websites with CRM systems. 

By integrating both, institutions can achieve a seamless experience across touchpoints, enabling a more personalized approach to prospective students.

Journey Mapping for A Smooth Student Experience

Understanding the student journey is crucial in delivering an optimal experience. Mike advocated for the use of journey mapping as a powerful tool for universities to gain insights into the various touchpoints and interactions throughout the enrollment process. 

By mapping out each step of a student's journey, institutions can proactively engage prospects through targeted messaging, ultimately increasing conversion rates. 

Mike explained that this approach allows universities to address the specific needs and pain points of prospective students at each stage, fostering a sense of connection and relationship building.

Leveraging Web and CRM for Behavioral Marketing and Retargeting

One of the key benefits of integrating web and CRM systems is the ability to leverage behavioral data for targeted marketing. Mike shed light on how institutions can utilize this connection to gain a deeper understanding of prospective students' preferences, interests, and online behavior. 

Retargeting allows universities to stay top-of-mind with prospective students who have shown interest in their programs or website.

By leveraging data from the Element451 CRM, universities can identify specific behaviors and interests of individual prospects. This data can then be used to deliver tailored messages that resonate with each student, increasing the chances of conversion.

To implement retargeting effectively, Mike recommends the following steps:

1. Segmentation: Divide your audience into specific segments based on their interests, behaviors, or other relevant demographics. This allows for more targeted messaging.

2. Customized Content: Craft compelling and personalized content that speaks directly to the interests and needs of each segment. For example, if a student has shown interest in a specific major, provide information and updates related to that area of study.

3. Timely Delivery: Timing is crucial in retargeting. Determine the optimal moments to deliver retargeting messages, such as after a prospect has visited a specific webpage multiple times or abandoned an application form.

4. Measurement and Optimization: Continuously monitor and analyze the effectiveness of your retargeting campaigns. Make adjustments based on the data to ensure you're optimizing your messaging and targeting strategies for maximum impact.

By analyzing this valuable data, universities can deploy targeted marketing campaigns that resonate with prospects on a personal level, nurturing their interest and guiding them through the enrollment process.

Element451's Unique Web Integration Toolset

Element451, a leading CRM provider, offers a unique set of web integration tools that enable universities to enhance their engagement with prospective students.

Chatbots, for instance, provide real-time assistance and personalized interactions, enriching the user experience and easing the decision-making process. 

Chatbots like Element451’s BoltBot can be integrated into websites and CRM systems to seamlessly assist prospective students throughout their journey. 

From answering complex questions with an evergrowing knowledge base to guiding visitors through the enrollment process around the clock, chatbots can enhance user experience and improve conversion rates.

Dynamic microsites, another powerful tool, allow institutions to create customized landing pages based on specific audience segments, ensuring a consistent and tailored messaging approach.

Mike underscores the importance of microsites in targeted marketing campaigns. By connecting microsites with CRM systems, educational institutions can deliver tailored messages and capture valuable data to inform their enrollment strategies.

Mike's insightful discussion demonstrated how institutions can tap into Element451's sophisticated web integration toolset to optimize the prospective student experience. By harnessing these powerful tools, universities can elevate their online presence and create meaningful connections with prospects.

Harnessing the power of the web-CRM connection is no longer an option but a necessity in today's digital landscape. As universities strive to stand out amidst fierce competition, the importance of personalized marketing and streamlined interactions cannot be understated. 

With a more comprehensive understanding of how universities can leverage this integration to deliver personalized marketing messages, institutions can enhance the prospective student experience. 

By developing a conceptual model, journey mapping, and leveraging behavioral data, universities can unlock the untapped potential of the CRM-web connection. 

To see Element451's web integration toolset, including chatbots and dynamic microsites in action, connect with us for a personalized demo.

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