Welcome to our new website!
Nov. 9, 2021

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

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

What’s the best way to garner the attention and interest of Gen Z? It’s communicating with them through the channels and mediums that they prefer.

Right now, that’s one-to-one video communication. In fact, the schools that have adopted one-to-one video communications are seeing up to 10 times more engagement from that channel than from their email campaigns.

In this episode, we sit down with Zach Busekrus, Founder & Brand Strategist at Enrollify, to discuss how schools are effectively wielding one-to-one video strategies to personalize communication and reach a wider swath of potential students.

We discuss:

-How one-to-one video is being utilized

- How schools should approach using Tik Tok

- Tactics for effectively leveraging SEO

- Other tools you should be using

Check out these resources we mentioned during the podcast:

- Listen to The Enrollify Podcast

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.

Listening on a desktop & can’t see the links? Just search for Higher Ed Marketer in your favorite podcast player.

The Higher Ed Marketer podcast is sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript
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 -->