Connect with us

Business

EDUCATION MARKETING STRATEGIES FOR COLLEGES NEED TO FOCUS MORE ON CONVERSIONS

Published

on

Education marketing strategies for colleges need to focus more on conversions

What is frustrating for so many marketing professionals in higher education is the realisation that it is one thing taking a horse to water and a totally different proposition making it drink. There is plenty of help out there from specialist agencies and media proprietors who are adept at identifying and accessing your target audience. This will ensure that you get plenty of appropriate traffic to your university or college website but, at the end of the day, what you and your employers are interested in is the level of actual conversions and return on marketing spend.

 Education marketing strategies for colleges need to focus more on conversions


Education marketing strategies for colleges need to focus more on conversions

Let’s face it, the proof of success for every education marketing strategy is not how many hits your website gets or how many people are talking favourably about your college on forums and other social media channels. What really counts when calculating ROI is the percentage of prospective students responding to a call to action on your website’s landing page and not simply bouncing off at the speed of light. This is why further education marketing strategies need to focus more on conversion rates.

It’s largely immaterial where your prospects come from; what is important is their user-journey and what happens when they reach that fork in the road which is your landing page. You really need to stack everything in your favour when it comes to the impact that your landing page is going to have. As it sits outside the main architecture of your website, it doesn’t cost much in terms of cash and effort to test several alternative formats until you reach optimal conversion rates.

When a student arrives on your landing page, much of the heavy lifting work has already been done – your prospect is on the hook. Don’t give him or her any excuse whatsoever to just take a nibble at your bait and then quickly wriggle free. This is bound to happen if the student feels let down and disappointed by the level of engagement received once the page has been reached. If he or she is confused by too much clutter in the shape of links and engagement points, then this will distract your prospect from the main purpose of your whole campaign- seeing a clear call to action and responding to it.

Where many an education marketing strategy breaks down is by spending far too much time and money on attracting an audience and not focusing nearly enough on the conversion process. Adobe’s web analytics arm, Omniture, estimates that a properly optimised landing page can boost the final conversion rate of a campaign by at least 25%. The inescapable message is that testing and re-testing a variety of different page formats should eventually deliver the best results.

This post was brought to you in association with 360 Education who are education marketing specialists dedicated to helping educational institutions with their education marketing strategies.

Business

Nearly 14 Million1 UK adults more likely to spend on Black Friday than they were last year

Published

on

Nearly 14 Million1 UK adults more likely to spend on Black Friday than they were last year 1

Yolt launches evolved app to help shoppers save whilst they spend

  • Across the UK, consumers are set to spend £6.4bn on discount days
  • Despite the pandemic, 1 in 5 stated they would see an increase in their spending on Christmas this year, revealing they will be likely to spend £240 more than they spent last year
  • Yolt today launches a brand-new evolution of the smart money app, which aims to help people save whilst they spend, saving a minimum of £416 a year
  • To help people spend smarter this Black Friday, the smart money app Yolt has a host of new features including round up functionality, and cashback offers with a wide range of retailers including John Lewis, Argos, Asos and Domino’s

New research* from Yolt, the award-winning smart money app, reveals that over a quarter (26%) of UK adults have said they are more likely to wait for discount days, such as Black Friday, to do their Christmas shopping than they were last year. In response to the pandemic and to help people shop smartly in the run up to the festive period, Yolt has launched a brand-new evolution of its app designed to help users to save whilst they spend. New features include the Yolt account and virtual Money Jar, as well as new cashback partnerships with the likes of John Lewis, Argos, Asos and Domino’s. The evolved smart money app can be used to save shoppers a minimum of £416** a year.

Despite the challenging economic climate, Yolt’s data insights from the first lockdown period in the UK showed that there were increases of up to 355% on spending in categories such as groceries, online clothing retailers, takeaways, and streaming and gaming services. On top of this, Yolt’s data revealed a change in consumers’ financial priorities – with many attempting to save in lockdown, but 65% not being successful in doing so. Therefore, to enable people to find the right balance in their efforts to save for any uncertainty that lies ahead, but also enjoy discount days such as Black Friday and festivities in the run up to Christmas, Yolt has launched a host of new features uniquely designed to help people save whilst they spend.

The evolved app comes at a time of challenging economic conditions, where more UK consumers are actively seeking discounts to try and balance the books this Christmas. Yolt’s research found that consumers across the UK spend an average £6.4bn on discount days such as Black Friday.

In total, over a third (35%) of UK adults said they would be looking to take advantage of upcoming discount days, with nearly one in five (18%) stating they do all their shopping for Christmas and birthdays on discount days and during sales. UK consumers said they tend to spend over £120 on days such as Black Friday and Cyber Monday, and surprisingly almost one in five (19%) state they will actually see an increase in their spending on Christmas this year, verses last year. Those expecting an increase revealed they will likely spend an average of £240 more on this Christmas when compared to last year.

Concerns around affording Christmas are perhaps leading more people to take advantage of Black Friday deals than in previous years. Almost four in ten (37%) don’t tend to set savings aside for Christmas, and almost a quarter (23%) said they are going to have to dip into savings that weren’t allocated for Christmas this year. Finding the right balance between spending and saving for future uncertainty is going to be an increasing challenge for people during the festive period.

Pauline van Brakel, Chief Product Officer at Yolt, comments: “Given the incredibly challenging times we are facing this year as a result of the pandemic; it’s perhaps unsurprising to see that people are more likely to wait until popular discount days such as Black Friday to help them to spend smart over the festive period.  Savvy spending in the run up to Christmas is always a good idea, and discount days can help ease what is for many a very expensive time of year – having said that, people should try not to overspend and risk getting themselves into debt.”

Pauline continues: “Finding the balance between spending and saving isn’t easy. And whilst it might seem like a difficult time to save right now it is also perhaps more important than ever. We’ve launched an evolved version of the Yolt app to help people save whilst they spend. The app enables people to spend smart by earning them cashback on their purchases at selected retailers and rounding purchases up to the nearest pound. Encouraging users to save is central to the app, not only by spending smartly but also by finding them competitive deals on their household bills and even spotting Christmas bonuses or refunds and prompting users to add them to their virtual savings jar.”

The new Yolt app is available from today, with full access to all UK users on iOS. Android will follow in 2021.

Continue Reading

Business

Christmas isn’t cancelled: European shoppers plan to spend more online this Black Friday

Published

on

Christmas isn’t cancelled: European shoppers plan to spend more online this Black Friday 2
  • Half (52%) of European consumers plan to do Christmas shopping around holiday sales, including Black Friday, compared to previous years
  • 60% say they are planning to do most of their Christmas shopping online
  • A third (34%) plan on leaving their Christmas shopping until the last minute in hope of securing bigger discounts

As Black Friday approaches, European consumers are not going to let a turbulent year spoil their Christmas. As shoppers continue to adapt to the changes caused by the COVID-19 pandemic, they are getting even savvier with their spending. New research from Kaspersky has found half (52%) plan to do more Christmas shopping around sales or shopping holidays, including Black Friday, compared to previous years. What’s more, a third (34%) plan on leaving it until the last minute in the hope of securing bigger discounts.

In a bid to enjoy Christmas while also adhering to COVID-19 social distancing measures, European consumers are focusing their attention away from physical stores to find their gifts. In fact, three-in-five (60%) say they are planning to do most of their Christmas shopping online. A fifth (20%) go as far as saying they will make all of their festive purchases online this year, despite not usually doing so.

With online sales set to rise, Kaspersky’s findings also indicate that most consumers are not expected to scale back on their Christmas spending – despite economic recessions across the continent. Only a quarter (26%) of consumers are planning to reduce their Christmas shopping budget this year by at least a third or more due to financial restrictions caused by COVID-19. However, this figure rises to 30% amongst 25 to 34-year-olds, the age group most widely affected by pandemic-related job cuts.

Yet, as the number of consumers bargain hunting online rises, so does the amount of risks being taken to secure big savings. Only 16% are not willing to exchange their personal data for online discounts – despite the potential of falling victim to fraudulent websites and sales scams.

“The festive period is always a big deal, and never more so than this year, as people seek to redress some of the chaos the pandemic has caused throughout 2020. It stands to reason that people are looking to do the majority of their sale shopping online in a bid to stay safe, as well as grab a bargain. But we must also consider that where the crowds go, the criminals follow. Just as pickpockets flock to crowded areas hoping to get lucky, cybercriminals will be looking at consumer shopping trends and trying to exploit people’s eagerness to grab a bargain and save some money. So, my advice would be that people do their research, follow some basic common sense measures when shopping and avoid getting swept up in the tidal wave of hype as we seek to remedy 2020 with a happy festive season. One thing to always bear in mind is that if it seems too good to be true, it probably is,” comments David Emm, Principal Security Researcher at Kaspersky.

Kaspersky warns bargain hunters to remain wary of potential Black Friday and festive season sales scams. If a deal looks too good to be true, it probably is.

Shop online with confidence this Christmas by following our advice on avoiding retail scams:

  • Only shop with legitimate online stores. It’s always safer to type in the address yourself, or select it from your bookmarks, rather than clicking on a link. Use your browser address bar to check if the website you are visiting is genuine and secure and that they carry the padlock or HTTPS
  • Complete purchases through secure payment methods. Pay with credit cards or robust payment services so that transactions remain protected
  • Verify discounts. If you receive a sales discount via email or text, check the sender and any web links are legitimate before you click
  • Keep your device software and applications up-to-date and protect all your devices with a reputable internet security product. Cybersecurity solutions with behaviour-based anti-phishing technologies, such as Kaspersky Total Security, can send your notifications if you are trying to visit a phishing web page
  • Manage your passwords. Password managers can help you shop with multiple retailers by safely storing your credentials, so they are unique for all of your online accounts
Continue Reading

Business

Optimum Finance bolsters its offering in three regions with two new sales directors and commercial director promotion

Published

on

Optimum Finance bolsters its offering in three regions with two new sales directors and commercial director promotion 3

Leading invoice finance provider and fintech firm Optimum Finance has appointed two regional sales directors to fulfil the funding needs of SMEs across three UK regions alongside the promotion of Lynn-Marie Jameson to commercial director.

Kelvin Thomas joins the business as regional sales director for Wales and the West and Iain Hendry as regional sales director for the South East.

Kelvin and Iain take up their roles as Optimum Finance embarks on its new growth journey following the appointment last month of fintech expert, Anthony Persse, as new CEO.

The new appointments come off the back of a period of strong growth for the firm which funded over £100m worth of invoices and reported a growth in clientele of 56% in 2019.

Kelvin joins Optimum finance with over 25 years’ industry experience. Having previously held positions as sales director at ABN AMRO Commercial Finance and Eurofactor – Credit Agricole. He is accustomed to delivering strategic regional plans and working within the SME sector to deploy cutting-edge funding solutions.

In his role at Optimum he will be overseeing sales activity in Wales and the West, helping drive Optimum’s bespoke services to those SMEs which need financial support.

With vast experience and knowledge of the South East invoice finance market, Iain is no stranger to working with companies to provide funding options which support business owners. Having worked for Santander, Ultimate Finance and most recently commercial director of Innovation Finance, his industry knowledge is extensive.

When asked about his role, Kelvin said: “Joining the Optimum Finance team has been fantastic. I am enjoying getting to know the portfolio of businesses we work with and how we can help them.

“I am incredibly excited to be focused on expanding Optimum’s offering across Wales and the West delivering strategic plans, deal origination, business development and overseeing mixed asset and product strategies. I’m really looking forward to engaging with SME’s and creating funding solutions for them”

Iain comments on his role: “Given the current circumstances it has never been more important for SMEs to consider invoice finance to support their long-term financial health. In the past I have been part of a team which has provided SMEs with funding solutions to improve cashflow and I am excited to continue to offer this as part of the Optimum Finance team.”

Anthony Persse, CEO at Optimum Finance said: “We are pleased to welcome Kelvin and Iain and to announce the promotion of Lynn-Marie to commercial director. We have an exceptionally strong team in place as well as the drive and tenacity to provide quality, bespoke funding solutions to UK SMEs as they forge ahead in uncertain times.”

For information on the latest job opportunities at Optimum Finance, keep an eye out on https://optimumfinance.co.uk/ or contact the team at [email protected].

Continue Reading
Editorial & Advertiser disclosureOur website provides you with information, news, press releases, Opinion and advertorials on various financial products and services. This is not to be considered as financial advice and should be considered only for information purposes. We cannot guarantee the accuracy or applicability of any information provided with respect to your individual or personal circumstances. Please seek Professional advice from a qualified professional before making any financial decisions. We link to various third party websites, affiliate sales networks, and may link to our advertising partners websites. Though we are tied up with various advertising and affiliate networks, this does not affect our analysis or opinion. When you view or click on certain links available on our articles, our partners may compensate us for displaying the content to you, or make a purchase or fill a form. This will not incur any additional charges to you. To make things simpler for you to identity or distinguish sponsored articles or links, you may consider all articles or links hosted on our site as a partner endorsed link.

Call For Entries

Global Banking and Finance Review Awards Nominations 2020
2020 Global Banking & Finance Awards now open. Click Here

Latest Articles

Why ID verification is no longer a barrier to global growth in banking 4 Why ID verification is no longer a barrier to global growth in banking 5
Banking39 mins ago

Why ID verification is no longer a barrier to global growth in banking

By Barley Laing, UK Managing Director at Melissa Issues related to effective identity (ID) verification have restricted the global growth...

Digital Finance: Unlocking New Capital in Disrupted Markets 6 Digital Finance: Unlocking New Capital in Disrupted Markets 7
Finance2 hours ago

Digital Finance: Unlocking New Capital in Disrupted Markets

By Krishnan Raghunathan, Head of Finance & Accounting Services at WNS, explores how a digitally transformed finance department can give enterprises...

Beyond the bottom line: why brands must show they care to connect with customers 8 Beyond the bottom line: why brands must show they care to connect with customers 9
Top Stories3 hours ago

Beyond the bottom line: why brands must show they care to connect with customers

By Vadim Grigoryan, Partner, Lunu Over the past few years, we’ve witnessed an ever-growing activism among consumers, with public opinion...

O-CITY enters Kenya to drive contactless payments across Matatu bus service 10 O-CITY enters Kenya to drive contactless payments across Matatu bus service 11
Finance3 hours ago

O-CITY enters Kenya to drive contactless payments across Matatu bus service

Up to 10,000 buses to become cashless with O-CITY’s M-Pesa-based ticketing solution O-CITY, the automated fare collection provider by BPC,...

Nearly 14 Million1 UK adults more likely to spend on Black Friday than they were last year 12 Nearly 14 Million1 UK adults more likely to spend on Black Friday than they were last year 13
Business3 hours ago

Nearly 14 Million1 UK adults more likely to spend on Black Friday than they were last year

Yolt launches evolved app to help shoppers save whilst they spend Across the UK, consumers are set to spend £6.4bn...

Christmas isn’t cancelled: European shoppers plan to spend more online this Black Friday 14 Christmas isn’t cancelled: European shoppers plan to spend more online this Black Friday 15
Business4 hours ago

Christmas isn’t cancelled: European shoppers plan to spend more online this Black Friday

Half (52%) of European consumers plan to do Christmas shopping around holiday sales, including Black Friday, compared to previous years...

The largest event in e-commerce history? ‘Tis the season 16 The largest event in e-commerce history? ‘Tis the season 17
Top Stories4 hours ago

The largest event in e-commerce history? ‘Tis the season

By James Booth, VP Head of Partnerships for EMEA, at PPRO Sometimes, change happens slowly. Other times it chases you...

Optimum Finance bolsters its offering in three regions with two new sales directors and commercial director promotion 18 Optimum Finance bolsters its offering in three regions with two new sales directors and commercial director promotion 19
Business5 hours ago

Optimum Finance bolsters its offering in three regions with two new sales directors and commercial director promotion

Leading invoice finance provider and fintech firm Optimum Finance has appointed two regional sales directors to fulfil the funding needs of SMEs...

Bank of Idaho Selects Teslar Software to Enhance Customer Service 20 Bank of Idaho Selects Teslar Software to Enhance Customer Service 21
Banking5 hours ago

Bank of Idaho Selects Teslar Software to Enhance Customer Service

Partnership enables bank to spend more time with borrowers, better meet their needs Teslar Software, a provider of automated workflow...

NICE Unveils ENLIGHTEN Fraud Prevention Powered by AI and Voice Biometrics to Empower Contact Centers in Safeguarding Consumers 22 NICE Unveils ENLIGHTEN Fraud Prevention Powered by AI and Voice Biometrics to Empower Contact Centers in Safeguarding Consumers 23
Technology5 hours ago

NICE Unveils ENLIGHTEN Fraud Prevention Powered by AI and Voice Biometrics to Empower Contact Centers in Safeguarding Consumers

Using AI-enabled interpretive and predictive models and advanced voice biometrics, the new solution continuously scans millions of calls to proactively...

Newsletters with Secrets & Analysis. Subscribe Now