Navigating the in-between
It’s easy to overlook the transitional moments in life—the spaces between activities—where clutter and chaos can accumulate. A neglected kitchen sink full of dishes, a messy office at the end of the day; these seemingly minor details can impact our overall sense of order. What if we approached preparation and tidying up with the same mindfulness that we apply to the more important things in our lives? My house would be tidier for a start.
Examining the marketing strategies of companies like Amazon, Google and Netflix reveals valuable lessons in leveraging transitional moments. With strategically placed product recommendations, Amazon prevents potential losses in the sales funnel by expertly guiding users through the checkout process. Google’s “People Also Ask” (PAA) feature helps maintain user engagement between the moment they hit “enter” and the subsequent click on a search result. Similarly, Netflix’s autoplay feature sustains viewer engagement by starting the next episode as soon as the credits roll.
During the critical moments where users are most likely to lose interest, these tech giants make engagement feel effortless. And so users engage. This prompts us to reflect on the parallels in higher education marketing: are we leveraging the transitional phases to enhance the student journey? Here are some of things I’ve focused on to mitigate drop-off risks at different stages of the enrollment funnel—the times before and after students commit a desired action, like filling out a form or submitting an application:
Prospect: make sure content is compelling and informative to attract potential students (blog posts, videos, virtual campus tours); host webinars and virtual events to provide insights into the institution, programs offered, and answer questions from prospective students.
Inquiry: tailor communications to the student’s interests and preferences, fostering a sense of individualized attention; ensure timely and personalized responses to any correspondence, providing detailed information about programs, admissions requirements, and financial aid; use interactive tools like chatbots on the website to assist with common queries.
Applicant: offer application assistance by simplifying the process and providing step-by-step guidance to reduce barriers for prospective students; keep applicants informed about the status of their application, deadlines, and any additional requirements; offer personalized support through admissions counselors to address individual concerns.
Enrolled: develop comprehensive onboarding programs to help new students navigate the campus, understand resources, and feel integrated into the community; host orientation events, both online and on-campus, to facilitate connections between new students, faculty, and staff; maintain regular communication with enrolled students, providing updates on academic resources, extracurricular activities, and career services.
These are just a few ideas, and I have to emphasize the importance of tailoring strategies to the specific needs and goals of the unique institution. By focusing on these strategies during key transitional phases, higher education institutions can create a supportive and enriching environment, ultimately contributing to higher student satisfaction, retention, and success.