About the Episode
About the Episode: If you’re looking at your paid media campaign performance and have a feeling something’s not quite right… trust your gut. That’s Jeff Holeman’s advice, and the same instinct he followed for UF’s Warrington College of Business paid media efforts. After asking questions and working closely with his vendor and platform partners, he uncovered using first-party data and in-platform lead forms on LinkedIn could make a big difference. And it did: After using first-party data to target his audiences and implementing in-platform forms, Jeff saw 196% increase in leads, double the clicks/engagement, and a drastic 60% reduction in cost. The best part? You can do this too!
Key Takeaways
- Leverage Predictive Modeling: Using AI-driven predictive modeling with first-party data significantly improves targeting and cost-efficiency.
- Implement In-Platform Lead Forms: Simplified lead capture on platforms like LinkedIn can drive substantial increases in leads at a reduced cost.
- Utilize Partner Resources: Engaging platform representatives and ad agency partners can help unlock overlooked tools and tactics to improve campaign results.
Episode Summary
Identifying Underperforming Campaigns with Data
When Jeff joined the Warrington College of Business, he reviewed the school’s digital marketing performance and found areas for improvement. Despite investing in LinkedIn, the platform wasn’t delivering the expected lead volume, especially for a business school. To address this, Jeff analyzed existing tactics and tapped into the expertise of their ad agency and LinkedIn representatives to find the root causes. Jeff quickly recognized the need to better target potential students using predictive modeling and in-platform lead forms to drive improved engagement and conversions.
This approach highlighted the value of regularly assessing campaign performance data. By identifying the gaps and questioning underperforming tactics, Jeff was able to make informed adjustments to better align marketing spend with target audience behaviors.
Implementing Predictive Modeling with First-Party Data
After uncovering the potential of predictive modeling, Jeff’s team used first-party data—information already gathered from current inquiries and applicants—to create a predictive model that could identify audiences similar to the school’s most likely candidates. Predictive targeting works similarly to lookalike modeling but leverages AI algorithms to find audience matches with greater precision. This tactic was especially helpful on platforms like LinkedIn, where Jeff focused on generating leads for specific graduate programs.
To ensure compliance with data privacy regulations, Jeff used anonymized demographic data points, such as age range, degree program, and ZIP code, which were sufficient to power predictive targeting models without exposing sensitive personal information. This approach helped Jeff’s team create targeted lists that could more effectively reach potential applicants who shared key characteristics with previous successful students.
Activating In-Platform Lead Forms to Capture Interest
Another game-changer in the Warrington College of Business’s strategy was using in-platform lead forms, particularly on LinkedIn. Jeff’s team discovered that these forms allow users to submit their information without leaving the platform, creating a seamless user experience and reducing the friction that often leads to drop-offs in conversion funnels. This was especially effective on LinkedIn, where their audience of working professionals was most active.
Initially, the in-platform lead forms were manually managed, with Jeff’s team receiving leads as flat files that they then uploaded into their CRM. Moving forward, they plan to use third-party tools like Zapier to automate this integration, saving time and improving the speed of lead follow-up.
Key Results: Increased Engagement and Reduced Costs
With these new strategies, Jeff’s team saw impressive improvements across key metrics:
- Engagement Rate: By optimizing audience targeting and using in-platform lead forms, they boosted engagement by over 100%, with a sharp increase in click-through rates.
- Lead Generation: Their lead volume nearly tripled, with a 196% increase year-over-year.
- Cost Efficiency: The cost per lead decreased by 60%, allowing Jeff’s team to generate more leads at a fraction of the previous cost.
Jeff credits these results to the combination of strategic AI utilization, leveraging in-platform resources, and continuous testing and optimization. He believes that successful digital marketing campaigns are often driven by simple, consistent improvements rather than radical changes.
Lessons for Higher Ed Marketers
For higher education marketers looking to replicate these successes, Jeff suggests:
- Work Closely with Partners: Utilize ad agency and platform representatives to uncover potential tools and best practices.
- Focus on the Data You Own: First-party data can be a powerful tool to refine audience targeting through AI and predictive modeling.
- Experiment with Lead Form Options: Streamline the lead capture process by using in-platform forms to reduce friction and increase conversion.
About The Enrollify Podcast Network
Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Mission Admissions and Higher Ed Pulse.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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