Digital lead nurturing for higher education

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(gentle upbeat music) - In an era where consumers crave valuable information and meaningful connections, businesses that master the art of content marketing can effectively cut through the digital noise to establish trust, educate audiences, and nurture those long-term relationships. Effective content marketing enhances brand visibility and credibility, shaping your overall digital marketing strategies by fostering engagement and generating leads. Lead nurturing focuses on building relationships with potential customers at every stage of the customer journey. It involves understanding their needs, providing them with relevant information, and then guiding them toward your defined conversion. ActiveCampaign's marketing automation empowers businesses to orchestrate personalized and timely interactions with leads, ensuring they receive the right message at the right time through the right medium. This video will explore using ActiveCampaign's tools to create a symbiotic relationship between lead nurturing and content marketing for your e-learning business. Marketing automation can be a vital tool for your business throughout the entire customer journey. As you focus on nurturing leads, you can customize workflows that educate leads about course offerings, share testimonials, or address those frequently asked questions, helping to guide potential students through the decision making process. Through these nurture sequences, you have the opportunity to establish yourself as a trusted expert and advisor in your field. With new enrollments, you can trigger automated responses and notifications, provide welcome emails and lead new students through your onboarding experience. Automation will continue to remain key as you roll out progress tracking and reminders, send surveys for feedback collection and re-engagement campaigns. Turning those customers into advocates. (gentle upbeat music continues) There are many ways to strategically utilize segmentation and personalization in your campaigns. You can segment leads based on their interests, behaviors, and engagement levels to deliver content and communication tailored to each learner's needs. (gentle upbeat music continues) With segmentation, you can be sure you are crafting the perfect audience from the start. But segmentation is a versatile tool and can also be leveraged for creating sophisticated start triggers in automations or configuring intentional conditions throughout your action steps. Beyond the logic of automation, segmentation and personalization are tools that should also be utilized within the email designer. Whether you are using conditional content or personalization tags, you have the opportunity to streamline your workflows, while also creating impactful and bespoke experiences for your learners. Let's take a look at a few of these strategies in practice in ActiveCampaign. From the main dashboard, let's head to Contacts and Lists. It is important to practice healthy list hygiene and contact management as the foundation of your ActiveCampaign account. We recommend having a fewer number of lists and keeping them broad and general to represent the communication types opted in by your contacts. You can dive further into all things lists in our "Lists 101" video. Remember though that with segmentation, you can then use tags and custom fields to create more targeted subgroups of your audience. This can be based on shared attributes like behavioral characteristics, actions, demographics, or even stages in your customer journey. Now shifting gears and heading to Automations in the main navigation. This "Upcoming Class Interest Flow" is an automation created off of one of AC's many online training and education recipes. This automation is triggered when a contact clicks on a link in the "Upcoming Classes" campaign that was previously sent. Link clicks are an important part to your campaign data and understanding what drives engagement for your audience. You can utilize link clicks as start triggers in automations as conditions and segmentation or in your campaign reporting. This is why it is a best practice to always have a call to action within your campaigns. Let's check out the personalization in the first email campaign sent from this automation. In this details about "Class" campaign, we are leveraging personalization tags and conditional content. You can see here the contact's first name will be inserted directly into the messaging of the email and by clicking on the structure, then the ellipsis menu and then Conditional Content icon. you can configure the conditions so that the right content is shown to the right contacts. In this case, there is a signature course and a new course launching. Contacts who have attended the signature class offering will not see this content advertised again and contacts who have not attended either course will be shown information on both. (gentle upbeat music continues) With Conditional Content, you streamline your workflow and deliver effective content. Returning back to the automation, after that first campaign, there's an if-else condition that asks if the contact has the tag attended signature course. If yes, the contacts move down the branch, wait for two days and receive a 15% off discount code as an incentive as a returning student. Alternatively, down the no branch, the contacts will wait for two days and receive a "Meet The Instructor" email. After three days, there is a final if-else condition asking if the contact has opened the previous two campaigns but still has not signed up for the class. If yes, the contacts will be entered into a new automation for financial aid options. This automation is just one piece of the puzzle. It's important to keep in mind that automations should be built modularly, breaking up the customer journey into multiple automations that your contacts pass through like a relay as they complete those different objectives. By meeting your prospects and students with the right message at the right time, you can be sure to deliver successful email marketing campaigns. In an increasingly competitive digital landscape, mastering lead nurturing with ActiveCampaign enhances sales efficiency and fosters lasting customer loyalty and advocacy. With automation, segmentation, personalization, and detailed analytics, ActiveCampaign enables your e-learning business to nurture leads effectively, optimize conversions, and ultimately drive sustainable growth. Happy building. - [Presenter] Subscribe to our channel below for more content like this and to try ActiveCampaign free for 14 days, visit activecampaign.com.