How Schools Are Succeeding w/ One-to-One Video & Tik Tok

WEBVTT 1 00:00:00.200 --> 00:00:03.359 Of The folks that I've talked to you. I mean they're seeing five, 2 00:00:03.399 --> 00:00:07.509 six, sometimes up to x x, more engagement from these one to one 3 00:00:07.549 --> 00:00:11.910 videos and they see with their email campaigns. You are listening to the Higher 4 00:00:11.910 --> 00:00:17.230 Ed Marketer, a podcast geared towards marketing professionals in higher education. This show 5 00:00:17.230 --> 00:00:21.980 will tackle all sorts of questions related to student recruitment, don'tor relations, marketing 6 00:00:22.059 --> 00:00:26.379 trends, new technologies and so much more. If you are looking for conversations 7 00:00:26.500 --> 00:00:30.899 centered around where the industry is going, this podcast is for you. Let's 8 00:00:30.940 --> 00:00:39.409 get into the show. Welcome to the highered marketer podcast, where, each 9 00:00:39.490 --> 00:00:45.530 week, Mark Taylor and myself, troice singer, interview influencers within the Higher 10 00:00:45.609 --> 00:00:51.079 Ed Marketer space that we admire and feel would be interesting to our community. 11 00:00:51.560 --> 00:00:55.520 Today we have a gentleman who is someone that we looked up to as we 12 00:00:55.640 --> 00:01:00.520 started our podcast. His name is Zach Bousa Cruz and he is the founder 13 00:01:00.039 --> 00:01:04.150 of Enroll Offi, which is not only a podcast, but it could be 14 00:01:04.269 --> 00:01:11.670 considered a platform for higher ed marketers or higher ed enrollment professionals. That gives 15 00:01:11.709 --> 00:01:17.590 great content. Yeah, I think that I've I've admired Zack for several years 16 00:01:17.670 --> 00:01:21.540 now. I was I've known him for a while. I've also been on 17 00:01:21.579 --> 00:01:23.739 the enroll off I podcast early on and we make reference to that in the 18 00:01:23.780 --> 00:01:27.780 conversation. But one of the things I really like about Zach is because his 19 00:01:27.980 --> 00:01:34.129 job is focused entirely on developing hired content, he really has a chance to 20 00:01:34.209 --> 00:01:37.129 learn about a lot of new things, and so he's got a really great 21 00:01:37.170 --> 00:01:41.489 little thing that he does on Fridays called FRY ideas. I've learned about some 22 00:01:41.650 --> 00:01:45.329 new things that I've then shared with my clients just through his little thirty minute 23 00:01:45.370 --> 00:01:49.799 loom video and I really appreciate Zach because he's a consumer learner and he tries 24 00:01:49.799 --> 00:01:53.560 to always try to find new things, especially in the digital world, in 25 00:01:53.680 --> 00:01:57.920 technology and utilizing those things, and a lot of people that he talks to 26 00:01:57.079 --> 00:02:01.670 on the podcaster leaders and vendors and providing that. But I think, you 27 00:02:01.750 --> 00:02:07.230 know, regardless of that, I think Zach is just has a passionate about 28 00:02:07.230 --> 00:02:10.590 hied has a passionate about enrollment and I think you'll really hear that come through 29 00:02:10.629 --> 00:02:15.099 in today's conversation. Yes, and since we've already had our conversation with him, 30 00:02:15.180 --> 00:02:19.699 I can also say. He gives some really good advice, especially for 31 00:02:19.860 --> 00:02:23.939 marketing, for social media, and I think it would be to our listeners 32 00:02:23.939 --> 00:02:30.729 advantage to really take notes and then to follows some of those recommendations. Yeah, 33 00:02:30.770 --> 00:02:32.129 and stick around all the way with them, because a couple of his 34 00:02:32.169 --> 00:02:36.729 last points, even at like twenty eight minutes, are gold. So don't 35 00:02:36.729 --> 00:02:44.400 bail early. Agreed. So here is ZAC boozy Cruiz. It's my pleasure 36 00:02:44.479 --> 00:02:47.599 to welcome Zach boozy Cruz to the High Ed Marketer podcast. And Zach, 37 00:02:47.800 --> 00:02:52.960 my initial question to you is, how does it feel to be on that 38 00:02:53.080 --> 00:02:58.520 side of the microphone? You know, it's funny, Troy, this is 39 00:02:58.909 --> 00:03:06.789 actually my third podcast interview full third third time being, I guess, in 40 00:03:06.830 --> 00:03:08.710 the hot seat. It's because I did another podcast and then I had a 41 00:03:08.830 --> 00:03:15.979 webinar which was basically a podcast interview, and that's very, very unusual, 42 00:03:15.300 --> 00:03:20.180 and so I think the last time I was even on a podcast was months 43 00:03:20.219 --> 00:03:23.979 ago. So, to to answer your question a little bit directly, it's 44 00:03:23.979 --> 00:03:28.129 it's scary. It's harder when you don't have control over the conversation. Much 45 00:03:28.169 --> 00:03:30.490 easier to ask the questions, in my experience, but it's a it's a 46 00:03:30.569 --> 00:03:35.530 privilege to be here and you know, I big fan of all the episodes 47 00:03:35.569 --> 00:03:38.650 you guys have put out and what you're building here and happy to join you 48 00:03:38.729 --> 00:03:40.919 for today's conversation. Thank you, Zach. And if you would tell everyone 49 00:03:40.960 --> 00:03:46.400 a little bit about yourself and you're very relevant higher Ed podcast. Well, 50 00:03:46.479 --> 00:03:50.719 I like to tell folks is I get to spend most of my time talking 51 00:03:50.879 --> 00:03:54.439 with people that are a lot smarter than me about things that I know little 52 00:03:54.560 --> 00:03:58.750 to nothing about, and essentially I just spend most of my time acting like 53 00:03:58.870 --> 00:04:04.349 a sponge and understanding leaders in marketing, both inside and outside of Higher Ed. 54 00:04:04.629 --> 00:04:08.909 What are they thinking about? What are the sorts of strategies and tactics 55 00:04:08.949 --> 00:04:12.860 that they're the most excited about in any given moment where they seem success, 56 00:04:13.620 --> 00:04:17.019 and then I get to help sort of like translate that into context and content 57 00:04:17.180 --> 00:04:20.699 that, you know, is hopefully interesting to folks, that folks might find 58 00:04:20.939 --> 00:04:26.889 helpful and valuable and just find, you know, creative ways to encourage people 59 00:04:27.170 --> 00:04:30.850 to adopt some of these strategies and tactics and make them work within, you 60 00:04:30.930 --> 00:04:32.889 know, their unique context. So yeah, for those, I guess, 61 00:04:33.170 --> 00:04:39.720 who aren't aware, I found it rollify and rollifies a robust resource of podcasts 62 00:04:39.800 --> 00:04:44.360 and videos and e courses and really sort of our mission is just to empower 63 00:04:44.439 --> 00:04:48.480 enrollment marketers, which we define is anyone working in marketing or admissions for a 64 00:04:48.560 --> 00:04:55.310 college or university with tools and, you know, resources and ideas for how 65 00:04:55.389 --> 00:04:59.069 to optimize, you know the resources that they do actually have to get the 66 00:04:59.189 --> 00:05:01.829 results that they need. So I'd spend a ton of my time creating lots 67 00:05:01.870 --> 00:05:06.660 of content, talking with folks all over the hired spectrum and have a lot 68 00:05:06.699 --> 00:05:11.300 of fun while doing it. So that's a little bit about me and who 69 00:05:11.300 --> 00:05:15.220 I am and what I do. That's great. Thanks. Thanks, Zak. 70 00:05:15.339 --> 00:05:17.019 It's good to, you know, get back together on a podcast with 71 00:05:17.139 --> 00:05:21.209 you. I think you guys recently celebrated a hundred episodes on enroll of I. 72 00:05:21.290 --> 00:05:25.810 I I'm sure you're a hundred ten now or whatever, but I think 73 00:05:25.850 --> 00:05:32.129 I was episode sixteen and your early adopt bar was so were probably three people 74 00:05:32.209 --> 00:05:39.839 listening, but right. It's going a lot since then, but so so 75 00:05:39.920 --> 00:05:42.759 I've always enjoyed listening to the podcast. I think you really talked to a 76 00:05:42.759 --> 00:05:45.879 lot of really good leaders and probably some of them are crossing over with what 77 00:05:46.240 --> 00:05:47.600 who we're talking to as well. But I know one of the things that 78 00:05:47.639 --> 00:05:51.990 I was really appreciate not only your your roll, if I podcast, but 79 00:05:53.069 --> 00:05:57.670 you also have a Fridays. I don't know how you pronounced he is right, 80 00:05:57.790 --> 00:06:00.709 but yes, yeah, so the idea of every Friday you come up 81 00:06:00.709 --> 00:06:03.379 with new ideas and I always find that just extremely helpful. And I know 82 00:06:03.459 --> 00:06:06.500 one of the things that you and I talked about offline before we get started 83 00:06:06.660 --> 00:06:11.379 was just this whole idea of, you know, some of the new ways 84 00:06:11.459 --> 00:06:15.180 of really implementing personalization into Higher Ed Marketing. We've talked about that on a 85 00:06:15.220 --> 00:06:19.490 lever of several episodes and it really continues to be one of the trends in 86 00:06:19.610 --> 00:06:24.250 high reed marketing. Is the idea of generation Z and then, you know, 87 00:06:24.370 --> 00:06:29.050 soondocome generation Alpha. They really are demanding more personalization and they want to 88 00:06:29.089 --> 00:06:31.250 be known and it seems like one of the ways to do that is kind 89 00:06:31.290 --> 00:06:34.639 of that, you know, utilizing one to one video, and I know 90 00:06:34.800 --> 00:06:38.480 one of the things that you've gotten excited about that as as have I, 91 00:06:39.120 --> 00:06:41.079 and I'm just curious to, you know, tell me a little bit about 92 00:06:41.079 --> 00:06:45.839 what you're learning and how you are seeing that being leveraged and utilized. Yeah, 93 00:06:46.560 --> 00:06:48.230 great, great question. And so at the end of the day, 94 00:06:48.230 --> 00:06:56.389 I think what people are interested in today's is not dramatically different from what we've 95 00:06:56.470 --> 00:07:00.699 been interested in for four decades, which is this idea of personalized communications, 96 00:07:00.860 --> 00:07:06.699 this idea of really feeling understood as a consumer right and in appreciated, quite 97 00:07:06.740 --> 00:07:10.740 frankly, for the time and attention that you do dedicate to a brand. 98 00:07:11.060 --> 00:07:15.420 And how I think that translates to to higher at is I see students today 99 00:07:15.889 --> 00:07:21.970 being very interested in schools that are actually using the channels and mediums and tactics 100 00:07:23.050 --> 00:07:28.569 that Gen z prefers to communicate in and using those for something that is, 101 00:07:28.889 --> 00:07:31.240 you know, can be scary, which is the the journey to college, 102 00:07:31.279 --> 00:07:34.759 the journey to enrollment. And so the way that I see one to win 103 00:07:34.920 --> 00:07:39.720 video right now being used by schools and the things that excites me most, 104 00:07:39.759 --> 00:07:45.629 as I feel like the schools that are adopting these these strategies while still relatively 105 00:07:45.670 --> 00:07:48.310 early, they're showing gen Z that like hey, we hear you, we 106 00:07:48.509 --> 00:07:51.389 see you, we know that you don't want to read a five hundred word 107 00:07:51.430 --> 00:07:56.829 email from us. We know that you know you don't love spending your weekends 108 00:07:56.949 --> 00:07:59.939 reading a two thousand word blog article from us, even if it is a 109 00:07:59.980 --> 00:08:01.980 student story. Right. You like video. You like short, sweet, 110 00:08:03.060 --> 00:08:05.620 to the point, engaging content, content that is entertaining, content that is, 111 00:08:05.699 --> 00:08:09.939 you know, inspirational, constant, that is educational, and it is 112 00:08:11.100 --> 00:08:15.810 just, quite frankly, a heck of a lot easier to produce that kind 113 00:08:15.810 --> 00:08:18.730 of content via video and, so to speak, a little bit more practically. 114 00:08:20.490 --> 00:08:22.689 You know, schools that are implementing these one to one communication, video 115 00:08:22.730 --> 00:08:28.120 communication strategies are seeing incredible engagement right now, right, of the folks that 116 00:08:28.600 --> 00:08:31.200 I've talked to you. I mean they're seeing five, six, sometimes up 117 00:08:31.240 --> 00:08:35.679 to x, x more engagement from these one to one videos and they see 118 00:08:35.759 --> 00:08:39.080 with their email campaigns. Right, that's phenomenal, like, and I think 119 00:08:39.080 --> 00:08:43.389 that video as a as a medium, has also just come a long way, 120 00:08:43.389 --> 00:08:46.350 right, and I think covid is actually to thank for this. I 121 00:08:46.389 --> 00:08:50.149 think people are more comfortable being on camera because of all the zoom videos that 122 00:08:50.190 --> 00:08:54.629 we've all had to do. That there's actually it's act she easier to get 123 00:08:54.669 --> 00:09:01.059 emissions counselors and folks within your enrollment management operation to adopt things like recording a 124 00:09:01.100 --> 00:09:03.820 quick little video to thank a student for coming to an advent or recording a 125 00:09:03.860 --> 00:09:09.220 quick little post inquiry video that they then blasts to, you know, troy 126 00:09:09.299 --> 00:09:13.289 after he submitted an inquiry form, whatever it might be. So I think 127 00:09:13.330 --> 00:09:18.049 that, you know, the schools that are adopting these strategies right now and 128 00:09:18.250 --> 00:09:24.720 understanding and getting really quite rightly comfortable with video, quick scrappy video production are 129 00:09:24.759 --> 00:09:28.759 the schools that are going to see wonderful engagement, especially in the you know, 130 00:09:28.919 --> 00:09:31.919 post APP part of the funnel, but also in post inquiry. So 131 00:09:33.039 --> 00:09:37.600 yeah, and you know, tool that I I've recommended to several folks recently 132 00:09:37.720 --> 00:09:41.669 is is good kind. They're they're doing incredible work right now trying to help 133 00:09:41.830 --> 00:09:46.190 colleges, universities implement one to one video at scale and get the product is 134 00:09:46.309 --> 00:09:48.870 their product is awesome and it bar I know that you have a you've got 135 00:09:48.909 --> 00:09:52.820 another product that you've used that you love. So yeah, yeah, I've 136 00:09:52.899 --> 00:09:56.179 been using bomb bomb. We had e some viewed on episode twenty six and 137 00:09:56.500 --> 00:10:01.220 I think he talked about kind of the certainly that's one product. I mean 138 00:10:01.299 --> 00:10:03.899 good kind bomb bomb. I've heard people using vid yard. It's a lot 139 00:10:03.940 --> 00:10:07.210 of different products out there. Some of them are more oriented toward education and 140 00:10:07.730 --> 00:10:11.970 and have success in those, but I think that the whole point, and 141 00:10:11.129 --> 00:10:15.769 this is what Ethan talked about, was the idea of this human relationship, 142 00:10:15.889 --> 00:10:18.570 this human ability that video gives you that you know, a text and a 143 00:10:18.809 --> 00:10:22.279 email sometimes won't exactly. And you know, I think that one of the 144 00:10:22.679 --> 00:10:26.799 concerns for some of the enrollment management leaders I've spoken do is like, well, 145 00:10:28.080 --> 00:10:31.159 my team is already doing so much. Like I what you really want 146 00:10:31.159 --> 00:10:35.279 me to get people to record a one to one video? Who's got time 147 00:10:35.360 --> 00:10:39.269 for that? But you know, I think sometimes sending these quick little videos 148 00:10:39.309 --> 00:10:43.190 is actually easier than, you know, writing out a long email. Yeah, 149 00:10:43.429 --> 00:10:46.070 and actually takes less time. Right. So, and a lot of 150 00:10:46.070 --> 00:10:50.460 these schools are getting more sophisticated where, you know, they've got scripts that 151 00:10:50.539 --> 00:10:52.379 will run right by the camera so that looks like they're looking at the camera 152 00:10:52.419 --> 00:10:56.580 even though you're reading off the script. So the software has come a long 153 00:10:56.620 --> 00:11:01.779 way and I do think this is a really interesting, viable, viable solution 154 00:11:01.899 --> 00:11:05.929 for folks that are looking to up their game in sort of engagement land. 155 00:11:05.450 --> 00:11:11.370 Thank you, Zach. Speaking of mediums and where Gen Z is and communicating 156 00:11:11.490 --> 00:11:15.690 with them. there. Something that we hear a lot about is how to 157 00:11:15.769 --> 00:11:22.200 utilize ticktock effectively for higher ed and I think it's said that even though we 158 00:11:22.320 --> 00:11:26.279 know ninety percent of Gen Z is on Ticktock, there are, it's a 159 00:11:26.440 --> 00:11:31.039 very small percentage of high it institutions utilizing it or maybe even thinking that they 160 00:11:31.080 --> 00:11:33.669 want to go into it. I would like to hear any thoughts that you 161 00:11:33.789 --> 00:11:37.590 have about that. Yeah, it's funny. I was on a chat earlier 162 00:11:37.750 --> 00:11:43.029 today with Matt diddle Jen who is the CEO and Co founder of Glacier, 163 00:11:43.110 --> 00:11:46.259 and there are digital advertising firm out of Calgary, Canada, and they do 164 00:11:46.299 --> 00:11:50.179 a lot of research on this stuff and what Matt was sharking with me is 165 00:11:50.259 --> 00:11:52.740 that, yeah, to your point, troy, like ninety plus percent of 166 00:11:52.899 --> 00:11:58.419 Gen Z is on tick tock and less than nine percent of higher education institutions 167 00:11:58.460 --> 00:12:01.210 are right. So you know, talk about sort of just like a significant 168 00:12:01.330 --> 00:12:05.889 chasm. They're right and where the unique thing about tick tock, and I 169 00:12:05.970 --> 00:12:09.610 think what's hard is that if you're a college or university and you work with 170 00:12:09.690 --> 00:12:13.769 a partner and you outsource a lot of your content creation to a vendor, 171 00:12:13.129 --> 00:12:16.919 your use to that vendor, you know, helping you write blog content or, 172 00:12:16.039 --> 00:12:18.879 you know, create even video content on your behalf, and that's a 173 00:12:18.919 --> 00:12:22.080 little bit easier to do that you can then go and, you know, 174 00:12:22.159 --> 00:12:26.399 run a facebook campaign around or instagram campaign around. But the thing about tick 175 00:12:26.440 --> 00:12:30.950 tock is, like it's so it's so personal and it really does require like 176 00:12:31.070 --> 00:12:35.190 a representative from the college or university to create the content. It's very hard 177 00:12:35.309 --> 00:12:43.269 to like outsource that. So we're we're seeing like really interesting success is when 178 00:12:43.549 --> 00:12:48.500 schools find a way to essentially build like an in house ticktock creative agency. 179 00:12:48.860 --> 00:12:52.100 And really what that looks like is finding students that you can pay, and 180 00:12:52.340 --> 00:12:54.860 you really, you really, really really should find a way to pay them, 181 00:12:54.059 --> 00:12:56.139 even if it's just, you know, a little bit here and there. 182 00:12:56.179 --> 00:13:00.210 But find students that are already active on Tick Tock, that are good 183 00:13:00.250 --> 00:13:05.250 content creators, and invite them to help a pilot your university's tick tock account 184 00:13:05.529 --> 00:13:07.970 and work with them like you would your vendor partner or even sort of your 185 00:13:09.009 --> 00:13:13.080 inhouse, you know, marketing team. But give them a tonomy, right 186 00:13:13.200 --> 00:13:16.799 and and let them they understand the platform natively right, like in ways that 187 00:13:18.240 --> 00:13:22.480 you know, I don't even understand the form, let alone you know someone 188 00:13:22.519 --> 00:13:26.950 who's vp or a college president. So give them a tonomy. Essentially, 189 00:13:28.029 --> 00:13:31.470 build a little inhouse creative team and say look, and where I think a 190 00:13:31.470 --> 00:13:33.269 vendor could play a role is if you want a vendor to help sort of 191 00:13:33.389 --> 00:13:37.990 coach folks and like, you know, basically give them some idea around what 192 00:13:39.149 --> 00:13:43.179 the content strategy of it a twelve month season should look like. You could 193 00:13:43.179 --> 00:13:46.340 get some support there, but at the end of the day the content creators 194 00:13:46.379 --> 00:13:48.539 themselves really do need to be the students at Your College University. This is 195 00:13:48.740 --> 00:13:56.370 not a content type that you can or should easily outsource, and I would 196 00:13:56.370 --> 00:14:01.409 even argue that many of your admissions counselors and folks in your marketing team might 197 00:14:01.490 --> 00:14:05.649 also not be the most qualified people to be creating tich talks. Yeah, 198 00:14:05.690 --> 00:14:09.720 I would agree with that. It seems like it's a it's a unique platform 199 00:14:11.000 --> 00:14:13.960 that you have to natively kind of understand. I often tell my clients when 200 00:14:13.960 --> 00:14:18.919 I do different presentations with you know, if you're not already slam dunking it 201 00:14:18.039 --> 00:14:22.720 on instagram and other things, tick tock is probably like a three or four 202 00:14:22.759 --> 00:14:26.590 hundred level course and you really need to know what you're doing in the basic 203 00:14:26.710 --> 00:14:28.789 course is before you jump into that, because you can, you can fail 204 00:14:28.830 --> 00:14:33.429 pretty fast. But I think that your ideas of really leveraging that internal team, 205 00:14:33.309 --> 00:14:37.230 trusting them, giving them autonomy, I think makes a lot of sense. 206 00:14:37.269 --> 00:14:39.340 Yeah, I mean one last point on this too, is that we 207 00:14:39.460 --> 00:14:43.580 are seeing some colleges, universities who are pretty progressive and they're trying to get 208 00:14:43.580 --> 00:14:46.460 ahead of the game here, and I think that the schools that are doing 209 00:14:46.539 --> 00:14:50.379 this well are working with their mark getting in their emission seems in they're saying, 210 00:14:50.419 --> 00:14:54.409 look like, we're not trying and this really takes like you buy in 211 00:14:54.570 --> 00:14:58.610 from from leadership here. But we don't want you to worry about Roy right 212 00:14:58.610 --> 00:15:01.490 now, right like, like, right now, Tick Tock is not a 213 00:15:01.690 --> 00:15:07.049 place to sort of measure impact on enrollment. Like, you can't directly. 214 00:15:07.480 --> 00:15:11.600 It's incredibly hard to do that right now, right, whereas with facebook Google 215 00:15:11.679 --> 00:15:15.159 campaigns, you can understand pretty you know, assuming you've got at least a 216 00:15:15.200 --> 00:15:18.399 little bit of software in place, what the impact on these campaigns were on 217 00:15:18.519 --> 00:15:24.269 your enrollment. So if you're going to take a marketing attribution approach, to 218 00:15:24.470 --> 00:15:26.509 Tick Tock, don't do it. But I do think that schools that are 219 00:15:26.549 --> 00:15:30.669 at least right now, right then that'll change in the next couple of years, 220 00:15:30.710 --> 00:15:33.350 but right now, like think about this as like an investment. Like 221 00:15:33.470 --> 00:15:35.740 you are. You're not going to see you return on this for, you 222 00:15:35.820 --> 00:15:39.100 know, five, ten years maybe, but the schools that do that are 223 00:15:39.220 --> 00:15:43.659 earlier doctors of this platform. Like it's not going away and it's captured such 224 00:15:43.860 --> 00:15:48.820 significant market share of Gen z attention that, like it's really not optional. 225 00:15:48.899 --> 00:15:50.769 You've got to either. The question is, how quickly are you going to 226 00:15:52.009 --> 00:15:56.409 figure out what to do in order to, you know, earn prospects attention 227 00:15:56.769 --> 00:16:00.450 on that platform? Yeah, and I think that your point earlier, the 228 00:16:00.570 --> 00:16:03.720 entertainment fast factor. A lot of times I have to call it entertainments. 229 00:16:03.840 --> 00:16:10.240 Yeah, where it's like how do we educate somebody, brand awareness someone through 230 00:16:10.360 --> 00:16:12.480 entertainment? And you've got to realize that that's what it is right now. 231 00:16:12.639 --> 00:16:17.159 And Yeah, and I know it's just a bar and you know it's I 232 00:16:17.279 --> 00:16:21.309 couldn't agree more. And Matt from from glacier was just telling me that they 233 00:16:21.429 --> 00:16:26.509 just completed this survey one fourteen hundred perspective college students who, I believe we're 234 00:16:26.549 --> 00:16:30.269 ages sixteen through it, think just sixteen and seven year olds to probably get 235 00:16:30.309 --> 00:16:36.620 a juniors and seniors. And this generation has the highest ad recall. Like 236 00:16:37.059 --> 00:16:41.620 their ad recall is like a something like five to ten x more than millennials 237 00:16:41.659 --> 00:16:45.779 ad recall, and yet they only watch an ad for like an average of 238 00:16:45.899 --> 00:16:48.570 two seconds on tick dock and snapchat. So the Tina tea engaging with the 239 00:16:48.690 --> 00:16:52.850 AD is less right, but the recall of the brand that put it out 240 00:16:52.970 --> 00:16:56.730 is incredibly high. So I share that only as a quick add on to 241 00:16:56.769 --> 00:17:00.679 say that just because you can't measure enrollment in you won't be able to measure 242 00:17:00.720 --> 00:17:06.079 impact on enrollment immediately with Tech Docford at least a couple of years, doesn't 243 00:17:06.119 --> 00:17:08.920 mean that there isn't impact on woment. Right, right, very good. 244 00:17:08.960 --> 00:17:14.279 Well, I think another another question that kind of goes along with that is, 245 00:17:14.359 --> 00:17:17.349 you know, kind of figuring out effective ways to measure that enrollment. 246 00:17:17.349 --> 00:17:19.190 talked a little bit about social media doing that, but I think a lot 247 00:17:19.230 --> 00:17:23.630 of ways people don't realize how just the content on their website could impact that, 248 00:17:25.029 --> 00:17:30.259 especially from a search engine optimization standpoint, and I think that Zach, 249 00:17:30.380 --> 00:17:32.779 I know you and I you know, we work with different size schools, 250 00:17:32.819 --> 00:17:37.019 I mean small schools, big schools, and Seo is kind of the leveling 251 00:17:37.140 --> 00:17:41.660 agent in a way, because, I mean somebody from a big, you 252 00:17:41.740 --> 00:17:45.569 know, a big public school, can rank as well as somebody at a 253 00:17:45.569 --> 00:17:48.490 small school or vice versa, and the sense of Seo is kind of the 254 00:17:48.529 --> 00:17:52.450 great equalizer. So talk a little bit about how that works out and what 255 00:17:52.730 --> 00:17:56.289 opportunities look like for for schools with search engine optimization? Yeah, no, 256 00:17:56.690 --> 00:18:06.359 I love this question because what's beautiful about Seo is it's it's it's earned at 257 00:18:06.440 --> 00:18:11.279 tension and it's like truest of formats, right like, if you if you 258 00:18:11.400 --> 00:18:15.950 are ranking well around a key term or key keyword or a couple of key 259 00:18:15.029 --> 00:18:19.069 topics, if you've earned that authority, right like, you no longer have 260 00:18:19.230 --> 00:18:23.109 to spend money with Google trying to get, you know, your ads in 261 00:18:23.190 --> 00:18:27.500 front of users that are searching for that particular key word. And so when 262 00:18:27.539 --> 00:18:30.940 it comes to Seo, I think the place to start is you have to 263 00:18:32.019 --> 00:18:37.339 understand what you're actually ranking, for so many schools don't understand where that where 264 00:18:37.380 --> 00:18:40.900 they're currently at, right like, and there's so many. There are so 265 00:18:40.940 --> 00:18:45.089 many tools out there that help you understand this, like se m Ross Ma's 266 00:18:45.210 --> 00:18:48.329 Seo a a trex, all these schools. You can run your domain through 267 00:18:48.369 --> 00:18:52.970 their software and get a sense for all the different keywords that you are organically 268 00:18:53.009 --> 00:18:56.519 already ranking for. So I'd say when it comes to SEO, Perston forms, 269 00:18:56.559 --> 00:18:59.559 you have to understand kind of like where you're at. You know, 270 00:18:59.839 --> 00:19:02.480 what are your baselines? What are you ranking for in the first, second, 271 00:19:02.559 --> 00:19:06.559 third, fourth, fifth positions of Google? But then also it's important 272 00:19:06.559 --> 00:19:08.880 to understand ranking opportunity. So, like where do you exist on that like 273 00:19:10.029 --> 00:19:14.150 second or third page of Google, and what terms right that you're current that 274 00:19:14.230 --> 00:19:17.670 you've got pages that are currently ranking on the age too of Google, let's 275 00:19:17.670 --> 00:19:22.589 say in Position Fifteen, like if those terms have incredible monthly search volume, 276 00:19:22.710 --> 00:19:26.299 meaning, like there are lots of people in any given month googling that particular 277 00:19:26.339 --> 00:19:30.700 term. And Right now, like you're on that second page, but you're 278 00:19:30.700 --> 00:19:33.579 in position fifteen, right you and you want to win on that particular term. 279 00:19:33.900 --> 00:19:37.619 That is that's where you folk. That's where you should focus your energy 280 00:19:37.859 --> 00:19:41.569 when it comes to Seo, is figuring out, like most immediately positions eleven 281 00:19:41.650 --> 00:19:44.210 through twenty. Is What what I would like to tell folks. Go and 282 00:19:44.329 --> 00:19:48.690 figure out where your ranking for terms in positions eleven through twenty that you would 283 00:19:48.690 --> 00:19:52.289 love to move on to the first page of Google search results for, and 284 00:19:52.410 --> 00:19:57.119 then invest your time and energy in creating more content around those particular key terms 285 00:19:57.160 --> 00:20:02.960 and topics. And to your point guard Seo being this great equalizer. What 286 00:20:03.039 --> 00:20:08.470 I love about this is that so much of high end marketing strategies and tactics 287 00:20:08.630 --> 00:20:14.869 do require money, and Seo is one of those things that, like it 288 00:20:15.069 --> 00:20:19.029 doesn't actually need to require money. It requires time and you know, time 289 00:20:19.190 --> 00:20:22.700 is money. But at the end of the day, like you don't need 290 00:20:22.779 --> 00:20:26.539 to be spending tens of thousands of dollars. Want, you know, thirtyzero 291 00:20:26.779 --> 00:20:32.700 dollars on a digital advertising campaign. If you create enough compelling content strategically, 292 00:20:33.059 --> 00:20:36.490 you can win on those same terms and topics for, you know, quote 293 00:20:36.490 --> 00:20:40.730 unquote, free and I think that that's that's a missed opportunity. Schools. 294 00:20:40.849 --> 00:20:44.250 Schools created a ton of content, a ton of content and given year, 295 00:20:44.450 --> 00:20:48.049 but not all that content is thought about strategically. So the way to think 296 00:20:48.089 --> 00:20:51.680 about Seo, to put it a little bit more concisely is you should not 297 00:20:51.839 --> 00:20:56.680 create content, you should not have content on your website that that's purpose, 298 00:20:56.839 --> 00:21:00.480 right, is to attract, engage or the light new students. Until you've 299 00:21:00.519 --> 00:21:07.390 done effective seo research, until you understand what you're ranking for and what you 300 00:21:07.589 --> 00:21:11.910 want to be ranking for but aren't king for yet, you shouldn't create any 301 00:21:11.109 --> 00:21:15.190 piece of student recruitment oriented content. So, first and foremost, figure out 302 00:21:15.589 --> 00:21:21.019 what you're ranking for, already understand what you would like to rank for and 303 00:21:21.180 --> 00:21:26.059 then use that insight to guide your involvement marketing strategy. That's great. That's 304 00:21:26.140 --> 00:21:29.700 that's some really, really good insight there and I think that, you know, 305 00:21:29.819 --> 00:21:33.529 schools are going to implement that and really apply that. Could really see 306 00:21:33.529 --> 00:21:36.569 a lot of really good things come from that and so excellent. Thank you. 307 00:21:36.609 --> 00:21:41.849 Yeah, before we wind up our podcast we always ask at the insect, 308 00:21:41.250 --> 00:21:45.809 is there something that you've either read or come across or maybe have implemented 309 00:21:45.930 --> 00:21:52.440 that someone could implement next week and see success with or moved in needle with 310 00:21:52.920 --> 00:21:56.759 us? The million dollar question, right, everyone wants results quickly and cheaply 311 00:21:57.000 --> 00:22:00.509 and, yeah, with not a lot of time and effort. Right. 312 00:22:00.670 --> 00:22:07.950 So a couple things come to mind first and foremost. So snapchat as a 313 00:22:07.109 --> 00:22:10.750 platform. We haven't we haven't talked too much about that. I don't know 314 00:22:10.750 --> 00:22:14.710 if you guys have talked with others about about snapchat. But again, in 315 00:22:14.789 --> 00:22:17.700 my conversation with Matt Bulson earlier today, he was like, you know, 316 00:22:17.779 --> 00:22:21.500 he was saying, Hey, snapchats, CPM is incredibly low right now and 317 00:22:22.019 --> 00:22:27.140 the quality leads that they are generating, the glaciers clients are generating right now 318 00:22:27.500 --> 00:22:32.970 from snapchat is is incredible and he's saying like it. He he almost doesn't 319 00:22:32.970 --> 00:22:34.490 want other people to know about this because he's like, you know, we've 320 00:22:34.490 --> 00:22:41.049 got school spending three to fivezeroll on snaptack campaigns and they're getting quality inquiries or 321 00:22:41.089 --> 00:22:45.400 quality event rcps to their campus and visit days. And so I think snapchat 322 00:22:45.559 --> 00:22:51.880 as a platform again has incredible engagement. Eighty eight percent of Gen z uses 323 00:22:51.880 --> 00:22:55.960 snapchat daily, so incredible engagement. But it's also it's I feel like it's 324 00:22:55.960 --> 00:22:59.589 one of those social channels that just doesn't get enough airtime in in higher ad 325 00:23:00.029 --> 00:23:02.789 even though again, like target audiences are there. And I do think it's 326 00:23:02.789 --> 00:23:07.710 because people don't unnecessarily understand how to use snapchat. Well, think a lot 327 00:23:07.750 --> 00:23:10.710 of the reason why folks don't spend money on social platforms, to your point 328 00:23:10.750 --> 00:23:14.140 earlier, part is that they don't understand it. They don't use it themselves. 329 00:23:14.299 --> 00:23:18.180 They have a very hard time understanding why a seventeen year old would use 330 00:23:18.180 --> 00:23:22.900 it and or how a college university would try to capture the attention of a 331 00:23:22.980 --> 00:23:26.369 seventeen year old using that platform. Right. But that pool seems to be 332 00:23:26.609 --> 00:23:32.529 converting at incredible rates right now and the cost per acquisition of those of those 333 00:23:32.569 --> 00:23:36.490 leads coming from snapchat are incredibly low complete, you know, compared to like 334 00:23:36.569 --> 00:23:40.450 a facebook or instagram. So I would say run a snaptack campaign. Those 335 00:23:40.490 --> 00:23:44.680 are also very easy to get up and running. You can take static creative 336 00:23:45.079 --> 00:23:48.480 and run it through snapchats creative tools to make it a little bit more dynamic 337 00:23:48.599 --> 00:23:52.000 so it looks like a video. So there doesn't need to be like a 338 00:23:52.119 --> 00:23:56.190 heavy creative lift and you can drop, you know, Twenty Five, hundred 339 00:23:56.430 --> 00:23:59.670 K, whatever it might be, on like a test campaign and get that 340 00:23:59.750 --> 00:24:03.190 up and running very, very quickly. So that's one idea. Another idea 341 00:24:03.230 --> 00:24:07.109 would be, I would say, like ghost on up for a free trial 342 00:24:07.430 --> 00:24:11.099 of SC m raser AA traps or Mas Seo or other seo tools and run 343 00:24:11.220 --> 00:24:18.099 your domain through these, the soccer tools. You can cancel the subscription right 344 00:24:18.180 --> 00:24:21.259 before your charged if you if you don't want to keep paying the fifty to 345 00:24:21.299 --> 00:24:25.250 a hundred bucks a month or whatever cost right. But that Intel on understanding. 346 00:24:25.369 --> 00:24:29.809 Oh my Gosh, who knew that we were ranking for Best Liberal Arts 347 00:24:30.049 --> 00:24:36.690 College in Wisconsin with great student to faculty ratios or something like that? Like 348 00:24:37.849 --> 00:24:40.400 you might be winning on terms that you don't even know that you're winning on. 349 00:24:40.880 --> 00:24:44.839 And if you are winning on those particular terms, the pages that are 350 00:24:44.960 --> 00:24:48.559 ranking well for those terms, right, you sure as heck better have great 351 00:24:48.640 --> 00:24:52.950 conversion opportunities on that page. You should have a chap on that page. 352 00:24:52.990 --> 00:24:56.029 It simple live chat feature, at the bare minimum of form, right, 353 00:24:56.670 --> 00:25:00.710 an inquiry form that makes it really easy for prospects to, you know, 354 00:25:00.829 --> 00:25:06.230 raise their hand and say I'm interested in learning more. Often Times school spends 355 00:25:06.230 --> 00:25:10.819 so much time thinking about their home page, thinking about their formal inquiry page, 356 00:25:10.980 --> 00:25:14.980 that they forget the fact that a lot of their ranking pages are major 357 00:25:14.980 --> 00:25:18.660 or program pages, and a lot of the major and program pages don't actually 358 00:25:18.740 --> 00:25:23.970 have simple forms embedded on that page. Often Times this pages have CTA's that 359 00:25:25.130 --> 00:25:29.009 redirect to other forms, right, but like go figure out where you're ranking 360 00:25:29.049 --> 00:25:33.250 for right now and make sure that those pages have very, very easy, 361 00:25:33.690 --> 00:25:37.359 frictionless ways for people to raise their hand and say I want to learn more 362 00:25:37.400 --> 00:25:41.240 about your school. That's something that any school, no matter your size and 363 00:25:41.400 --> 00:25:44.920 matter your budget, can do and you could do something like that within a 364 00:25:45.000 --> 00:25:47.920 twenty four hour period of time. So those are my two my two ideas 365 00:25:47.960 --> 00:25:49.470 for you. That's a great point, Zach, and I'll just build on 366 00:25:49.549 --> 00:25:53.390 that. Last One were there was a blog post on a school website that 367 00:25:53.430 --> 00:25:56.150 we were working on that we were unaware of, but it was it was 368 00:25:56.190 --> 00:25:59.549 something about, you know, it was a it was a Bible College and 369 00:25:59.630 --> 00:26:02.309 that was about church planting, and there's, you know, there's a there's 370 00:26:02.309 --> 00:26:03.859 a big movement around that and a lot of people searching on that. Well, 371 00:26:03.940 --> 00:26:07.660 that that particular post had more traffic on it than the home page and 372 00:26:07.779 --> 00:26:12.140 all the other pages combined. Yeah, and the missed opportunity because no one 373 00:26:12.180 --> 00:26:15.660 knew about that. I think a professor put it up and you know, 374 00:26:15.019 --> 00:26:18.609 that's just the way it happens sometimes, is that there wasn't a called action 375 00:26:18.730 --> 00:26:23.289 to their their their graduate level stuff that they were selling about church planning. 376 00:26:23.569 --> 00:26:26.130 And so when we change that and implement of that, that that you know, 377 00:26:26.250 --> 00:26:29.690 was made a big impact because all of a sudden you've got all these 378 00:26:29.690 --> 00:26:32.170 people coming to the website. So, again, to your point, not 379 00:26:32.289 --> 00:26:36.039 only using things like sem rush and and these other tools, but also looking 380 00:26:36.039 --> 00:26:38.440 at your own Google analytics to figure out what, what do we have traffic 381 00:26:38.480 --> 00:26:41.680 naturally coming to already, and how can we really make sure that we are 382 00:26:42.000 --> 00:26:45.000 ready for that traffic and converting it when it's there? Yeah, one of 383 00:26:45.359 --> 00:26:48.470 the things that we like to say the folks all the time too, is 384 00:26:48.509 --> 00:26:52.630 that, you know, school spends so much time thinking about how to get 385 00:26:52.710 --> 00:26:55.710 people to their website right, so much time, zones, energy, so 386 00:26:55.789 --> 00:26:59.750 much money, and then often times, like once you get somebody to the 387 00:26:59.829 --> 00:27:00.980 website, is like, well, what do you want them to do righte 388 00:27:02.059 --> 00:27:03.779 like, how do you ensure that now that you've got you've got them here, 389 00:27:03.859 --> 00:27:07.700 you got the visit, you got the attention, how are you ensuring 390 00:27:07.779 --> 00:27:11.059 that you're guiding the prospect to the information that here she is looking for in 391 00:27:11.180 --> 00:27:15.460 as quickly a way as possible? And as it, you know, and 392 00:27:15.700 --> 00:27:18.609 how do you, at the end of the day, ensure that their experience, 393 00:27:18.809 --> 00:27:22.730 they can navigate through your site in the way in which they want to 394 00:27:22.849 --> 00:27:26.450 navigate it? And I think that that's that's the ultimate goal. The ultimate 395 00:27:26.490 --> 00:27:30.119 goal is how do you essentially ensure that you have personalized, you know, 396 00:27:30.240 --> 00:27:33.400 down to the individual proces, Thatct as best as you can, the journey 397 00:27:33.440 --> 00:27:37.039 to enrollment, and how do you ensure that you've got the technology, the 398 00:27:37.160 --> 00:27:41.759 infrastructure necessary to make that it as easy as possible, you know, giving 399 00:27:41.960 --> 00:27:45.069 given all the other things on your institutions plate. So love that idea. 400 00:27:45.150 --> 00:27:48.430 It's not just about figuring out how to get people to your website. You 401 00:27:48.509 --> 00:27:52.589 got to figure out what to do with them once they're they're right perfect wonderful 402 00:27:52.670 --> 00:27:56.309 content that you brought today, Zach, and we really appreciate you coming on 403 00:27:56.430 --> 00:28:00.779 to the program and bringing the knowledge and the energy that you bring weekly on 404 00:28:00.940 --> 00:28:04.819 your podcast. So if you would, before we go, please, if 405 00:28:04.859 --> 00:28:08.299 you would tell everyone how they could contact you if they would like to, 406 00:28:08.779 --> 00:28:12.650 and pop the size and roll of FY One more time. Yeah, you 407 00:28:12.730 --> 00:28:17.009 can. You can get in touch with me at ZAC Z acch at and 408 00:28:17.089 --> 00:28:19.369 roll off I dot Org or you can follow us on you know, we're 409 00:28:19.450 --> 00:28:23.289 on all social media platforms and you can just head on order and enroll fight 410 00:28:23.329 --> 00:28:26.130 out or we've got tons and tons of free resources. So one of the 411 00:28:26.130 --> 00:28:30.279 things I like to tell everybody is, like, you can't buy anything from 412 00:28:30.319 --> 00:28:33.920 enroll OFFI. So you know there's nothing, there's nothing that in roll fies 413 00:28:33.920 --> 00:28:36.880 trying to sell you other than really, really great content. We help pay 414 00:28:36.920 --> 00:28:40.920 for that content with our amazing partners and sponsors, but we're at the end 415 00:28:40.920 --> 00:28:42.710 of the day, trying to build a ton of free resources to help enrollment 416 00:28:42.789 --> 00:28:47.230 marketers who are working, you know, as single man or single woman's shops 417 00:28:47.589 --> 00:28:51.549 and or, you know, large public institutions that got massive teams of market 418 00:28:51.589 --> 00:28:55.779 any Miss Professional. So pretty courses, podcast videos, lots more at and 419 00:28:55.819 --> 00:28:57.700 roll of fight out Org. But thank you guys so much for the time. 420 00:28:57.980 --> 00:29:02.140 This has been a blast and big fan of what you guys are building. 421 00:29:02.339 --> 00:29:04.779 Troy, you know, recently came into contact with you, but Bart, 422 00:29:04.859 --> 00:29:07.779 I've known you for a while and really, really respect all the work 423 00:29:07.819 --> 00:29:11.329 that you do and thank you guys for creating a space for these conversations to 424 00:29:11.410 --> 00:29:15.089 happen. Thanks. I appreciate being on here. This has been great. 425 00:29:15.130 --> 00:29:18.970 Yeah, that's our pleasure. Bart do you have any partying words before we 426 00:29:19.130 --> 00:29:22.730 wind this episode? Oh, you know, I don't have many because I 427 00:29:22.809 --> 00:29:26.400 think that, you know, Zach was so articulate on so many things, 428 00:29:26.440 --> 00:29:30.160 ranging from, you know, using video for one to one personalization to talking 429 00:29:30.240 --> 00:29:33.440 about tick Tock and snapchat and some of the other social media opportunities and then 430 00:29:33.480 --> 00:29:37.589 just kind of getting into the whole idea of how to really start leveraging Seo 431 00:29:37.710 --> 00:29:40.869 with even with some of the free tools that are out there. I think 432 00:29:40.910 --> 00:29:44.630 that doing seo and then really trying to convert people where they are, I 433 00:29:44.670 --> 00:29:48.670 think those are all excellent points. I think that I would just encourage people 434 00:29:48.750 --> 00:29:52.220 just to kind of follow and roll off I start start taking advantage of those 435 00:29:52.259 --> 00:29:55.819 free resources. I know a lot of the listeners that that we have on 436 00:29:55.900 --> 00:30:00.059 here have taken advantage of the resources that killer solutions has on our blogs and 437 00:30:00.140 --> 00:30:03.339 are on our podcast in different elements, but you know, check out on 438 00:30:03.380 --> 00:30:06.059 roll ify because I think they've kind of been a little bit more of a 439 00:30:06.819 --> 00:30:11.210 clearing house for a lot of content, their original content but also other content 440 00:30:11.289 --> 00:30:14.009 as well. So I would just encourage her by the check that out and 441 00:30:14.049 --> 00:30:18.250 follow Zact. The highed market podcast is sponsored by Kaylor solutions and education marketing 442 00:30:18.289 --> 00:30:23.480 and Brandon Agency and by Think, patented, a Marketing Execution Company specializing in 443 00:30:23.680 --> 00:30:32.079 printing and mailing solutions for Higher Ed institutions. On behalf of my cohost sparred 444 00:30:32.079 --> 00:30:38.390 Kaylor, I'm Troye singer. Thanks again for joining us. You've been listening 445 00:30:38.430 --> 00:30:42.190 to the Higher Ed Marketer. To ensure that you never miss an episode, 446 00:30:42.430 --> 00:30:47.990 subscribe to the show in your favorite podcast player. If you're listening with apple 447 00:30:48.029 --> 00:30:51.099 PODCASTS, we'd love for you to leave a quick rating of the show. 448 00:30:51.140 --> 00:30:56.220 Simply tap the number of stars you think the podcast deserves. Until next time, 449 -->