How Segmentation Can Transform Your Higher Ed Marketing Strategy

Hey there, fellow higher education marketing professionals!

Let's dive into a common challenge we face: the high bounce rate on university websites. It's estimated that 50-60% of visitors leave without exploring further. How can we tackle this issue and make our marketing efforts more effective? The answer lies in understanding user behaviour and segmenting your audience.

The Bounce Rate Mystery

We all know the frustration of seeing a significant portion of our website traffic bounce away. But here's the thing – Google and Meta categorise user behaviour, and it's time we do the same on our websites. By segmenting user behaviours, we can tailor our approach to cater to each group.

Segmenting Your Audience

Categorising your audience is the first step. It's like sorting people into different groups based on their actions and interests. When users take specific actions on your website, such as visiting, clicking to speak with an advisor, or engaging with content, it's crucial to identify and segment them accordingly.

Events that Matter

Now, let's talk about events. These are actions that users take on your website. For instance, someone visiting your website is one event, but someone clicking on "Speak to Advisor" is another event. These actions matter because they give insights into user intent.

The Power of Pixel

Ever heard of the pixel? It's a handy tool that can supercharge your marketing campaigns. When your website categorises your audience and uses the pixel effectively, you can focus your efforts on users who are more likely to convert. In simple terms, it helps you spend your marketing budget where it matters most.

Traffic Audience vs. Engage Buyer

Facebook categorises users into two main groups: "Traffic Audience" and "Engage Buyer." If someone visits your website without taking action, they fall into the "Traffic Audience" category. But if they click and make a purchase, they become an "Engage Buyer." The goal is to turn more of your traffic into engaged buyers through personalised, targeted marketing efforts.

Conclusion

In the world of higher education marketing, understanding user behaviour and segmenting your audience can make a world of difference. It's not just about getting visitors to your website; it's about guiding them towards meaningful actions that benefit both your institution and prospective students.

So, let's start categorising, segmenting, and optimising our marketing strategies. By focusing on users who are more likely to convert, we can increase our marketing effectiveness and, ultimately, help more students find their path to higher education success.