How Schools Can Get Techy with Their Marketing – Part 1: Customer Relationship Management (CRM)

In today’s digital age, it’s essential for education businesses to have a customer-focused approach to marketing. By leveraging Customer Relationship Management (CRM) technology, you can better understand your audience and improve your communication with them. In this article, we’ll explore how schools can use CRM technology to drive enrollment and increase brand loyalty.

Firstly, let’s define what CRM technology is. A CRM system is a tool that helps businesses manage their interactions with customers, from lead generation to customer service. By storing and analyzing customer data, a CRM system can provide insights into customer behavior, preferences, and needs. This information can be used to personalize marketing efforts and improve the overall customer experience.

One of the key benefits of a CRM system that schools can benefit from is automated lead management. With a CRM, schools can capture leads directly from the website’s landing pages, forms, and other digital touchpoints. The system automatically assigns leads to the appropriate staff member, tracks their progress through the enrollment funnel, and sends personalized follow-up emails. This not only saves time but also ensures that no leads slip through the cracks.

On the topic of personalized follow-up emails, with a CRM, schools can send targeted email campaigns based on a student’s interests, preferences, and behavior. For example, if a student expresses interest in a particular program, the CRM can automatically send them relevant information and follow-up emails to keep them engaged. This type of personalized communication can help build trust with prospective students and increase the chances of enrollment. 

One little-known fact about CRM technology is that the first CRM system was introduced in the 1980s and was designed to manage contact lists and customer interactions. Since then, CRM technology has evolved to become an essential tool for businesses of all sizes and industries.

So how can you get started with CRM technology? There are many options available, but some popular brand examples include Salesforce, Microsoft Dynamics, and Hubspot. Each of these platforms offers a range of features to help schools manage their customer relationships, including lead tracking, email automation, and analytics.

But why is CRM technology so important for schools? Beyond streamlining the enrollment process, a CRM system can help schools improve their overall student experience. By centralizing data on each student’s interactions, preferences, and history, schools can provide personalized support and better anticipate students’ needs. For example, a CRM can flag students who are at risk of leaving, based on their age group, grades, behavioral history or family factors. Staff can provide targeted intervention before issues arise. 

In addition to improving the student experience, adopting a CRM can also help schools make data-driven decisions. With detailed analytics on their marketing efforts, schools can identify what’s working and what’s not, and adjust their strategies accordingly. For example, a CRM can show which marketing channels are driving the most leads, which programs are most popular, and which outreach campaigns are resonating with prospective students. Armed with this information, schools can optimize their resources, improve their return on investment, and stay ahead of the competition.

In today’s competitive education market, if you are looking to centralize your lead tracking, personalize your messaging, and improve the overall customer experience, using a CRM system is the way to go. So why not get techy with your marketing and invest in a CRM system today?