Edition 1

The most common mistakes education marketers make: And what you can do about them

Written by

Ridhima &

Jayde

Mar 1, 2023

Hi there! And welcome to the Pink Orange newsletter, (Ed)vertise.

We’re happy that you could join us.

In the face of global uncertainty, marketing has become more prevalent than ever, with worldwide industry placing their future in our (capable) hands. We have more responsibility than ever, and that is to guide our education companies toward growth in a volatile market.

It’s happened to the best of us. If you’re reading this, and happen to realize that these are mistakes that you’ve made - fear not, there is some reprieve, if not commiseration.

Here’s what you can expect from this month’s edition of (Ed)vertise:

🙅🏼‍♀️The 3 biggest mistakes education marketers make, and what you can do about them.

📔A free, and comprehensive guide to education lead nurturing, the Pink Orange way.

🏃🏼‍♀️3 Fast tips that ensure you’re the ed marketer ahead of the curve.

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While there is merit in taking inspiration from other industries - there are fundamental differences, that when ignored can spell disaster for your institution.

The primary objective of any campaign, regardless of industry - is (quality) lead generation. Arguably the biggest mistake, or challenge that education marketers face is that is where the campaign ends.

Let’s take a look at the most common mistakes that ed marketers make:

Launching a run-of-the-mill strategy
Underestimating the length of a student sales cycle, and expecting immediate results
Over-relying on lead generation - while neglecting lead nurturing

Student acquisition is more complex than marketing a standard product, say, an age-combatting night cream aimed at women aged 50 to 65. In this case, the overall strategy would revolve around a single consumer desire, that of appearing younger. This product would sell itself, and with a few brand promises, it would be considered sold.

We understand that education marketing can be a tricky world to navigate. Read our blog to learn more about these common mistakes and how you can combat them!

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Education marketers are faced with ambitious targets across a wide pool of prospective students.

Their audience is further segmented into parents of students, and adult students. With a large audience, each requiring unique messaging at each stage of their journey, it’s understandable that the sales cycle in education marketing is much longer than the likes of retail, or eCommerce for example.

Student leads don’t convert overnight. The sales cycle of the average student can take as long as a year. It’s important to remember that you’re selling them their future - not a product that they can return if they are not satisfied - which is exactly why a lead nurturing strategy is crucial for all ed(tech) marketers.

We have created a comprehensive guide that will help develop, refine, and expand your skills and thinking!

Once you have read the guide, you will have a solid understanding of how to build, and foster an authentic relationship with potential students, using an omnichannel nurturing approach.

The guide dives into;

The value, and purpose behind a lead nurturing strategy
Creating a lead nurturing strategy
Fostering an omnichannel approach
Choosing content for each stage of the student journey
Measuring the ROI of your campaigns -
Finding the link between traditional and education marketing efforts

<a href="https://www.pink-orange.co.uk/subscriber-resources" class="finsweet-edvertise-cta" target=“_blank”>Download the guide</a>

The 3 lead nurturing email sequences that you should be using

Lead nurturing doesn’t happen in isolation. You should examine your entire marketing calendar to see what other communications your leads currently receive. Newsletters, course updates, standard database emails, and other cross-channel communications are included.

How do these interactions interact with one another? You want to provide consistent and relevant consumer experiences across all channels your potential students will use.

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Until next time, Your Pink Orange Team

Edition 1

The most common mistakes education marketers make: And what you can do about them

Hi there! And welcome to the Pink Orange newsletter, (Ed)vertise.

Let’s take a look at the most common mistakes that ed marketers make:

Education marketers are faced with ambitious targets across a wide pool of prospective students.

The 3 lead nurturing email sequences that you should be using

A guide to recruiting African International Students

Elevating international enrollments with data

Insights for your 2025 international student recruitment strategy

A look into country-specific student recruitment data

Your complete guide to education marketing funnels 🎯

Introducing the new & improved (Ed)vertise

The rise of international student recruitment

The power of user generated content

The power of personalization

Building your brand like a boss

Are marketing and chess that different?

A 9-year-olds thoughts on education marketing

Flipping the funnel in education marketing

Cracking the marketing code with Psychology: Part 2

Cracking the marketing code with Psychology: Part 1

Let’s hack an algorithm!

Influencer marketing made easy

Let’s get cozy with Gen Z, shall we?

The future of marketing: The case for storytelling

The most common mistakes education marketers make: And what you can do about them