Audience: Higher-ed marketers at colleges, universities, and trade/vocational schools Goal: Build a predictable pipeline of inquiries and applications using WebOganic’s core channels
Why This Mix Works
- Search (PPC/SEM) captures high-intent prospects already looking for programs. You control spend, keywords, and conversion tracking to tune ROI and volume.
- Paid Social finds lookalikes and interest-based audiences earlier in the journey, and shapes perception with creative—short videos, statics, and carousels—so your brand is top-of-mind when they search.
- CTV (Connected TV) scales awareness with precise audiences and complements search/social by lifting branded search volume and retargeting engagement. (CTV is a core service area highlighted by Weboganic alongside SEM and social.)
Funnel Architecture
1. Awareness (CTV & Social Video)
- Target by program interests (e.g., healthcare, trades, IT).
- CTV frequency 1.5–3/week, 15–30s spots with a single CTA (visit program page).
- Social hooks: “Graduate in as little as X months,” “Hands-on training,” outcomes and career stats.
2. Consideration (Social lead ads + site retargeting)
- Run Meta/TikTok lead forms with 3–5 fields max; sync to CRM for instant routing.
- Retarget site visitors with testimonial clips and campus tours.
3. Conversion (Search/PPC + high-intent retargeting)
- Campaign groups: Brand, Program Non-Brand (e.g., “medical assistant school near me”), Competitor, and Location Modifiers.
- Aggressive bid strategies on exact/phrase for program + geo terms; test RSA pinning for control.
- Dedicated landing pages per program with fast load, trust badges, simple form.
Creative System
- CTV: 15s and 30s cuts, on-screen text for sound-off, one outcome-proof (placement, externship, licensure support) and a single CTA.
- Social: Short-form vertical (6–20s). Use 3 creative pillars: Outcomes, Student Story, Day-in-the-Life. Rotate weekly to avoid fatigue.
- Search: 12–15 headlines mixing program, geo, outcomes, and brand; 4 descriptions emphasizing time to completion and financial aid info (where compliant).
Landing Page Checklist (the “7”)
- Promise (clear headline tying program to outcome)
- Proof (testimonials, employer logos, stats)
- Program specifics (length, schedule options)
- Financial/aid guidance (compliant phrasing)
- Campus/online options + map
- Simple form (3–6 required fields)
- Trust & compliance (accreditation, privacy, consent)
These elements align with Weboganic’s emphasis on conversion-ready pages and PPC best practices.
Lead Management That Actually Converts
- Speed-to-lead: Aim for <60 seconds from form submit to first contact.
- Routing: Send by program + campus + availability; enforce SLAs.
- Nurture: Email/SMS sequences for 14–21 days—program benefits, deadlines, event invites. Weboganic provides lead generation and management plus email/database marketing to support this motion end-to-end.
Measurement & Targets
- Primary KPIs: Cost per inquiry (CPI), inquiry-to-appointment rate, show rate, application rate, enrollment rate.
- By Channel o Search: CPI target based on historical ER (enrollment rate); track keyword-level CVR. o Social: Cost per lead and qualified lead rate; monitor comment sentiment to guide creative. o CTV: Track brand search lift, direct type-ins, and assisted conversions (view-through). Use retargeting pools to validate lift.
Starter Budget (example)
- $50k/month: 50% Search, 30% Social (lead ads + retargeting), 20% CTV.
- Rebalance monthly using CPI and down-funnel rates; scale channels that hold target CPI at stable quality. (This aligns with WebOganic’s full-funnel, lead-gen focus Across SEM, Social, CTV, And Email.)
First 30-Day Action Plan
Week 1
- Intake workshop: programs, campuses, SLAs, compliance.
- Build account structure (brand, program non-brand, competitor, geo).
- Draft three landing page templates; set conversion tracking.
Week 2
- Launch search (brand + top 10 program terms).
- Launch 6–9 social creatives (3 pillars × 2–3 variants).
- Implement lead routing and first-response scripts.
Week 3
- Add CTV prospecting; deploy site retargeting; begin nurture email series.
Week 4
- Optimize bids/negatives, rotate creatives, and publish first landing page A/B test.
- Report: CPI, inquiry quality, and early appointment rates; plan month-2 scale.
