The Higher Ed Marketer
The Higher Ed Marketer

Episode · 1 year ago

How Schools Are Succeeding w/ One-to-One Video & Tik Tok

ABOUT THIS EPISODE

What’s the best way to garner the attention and interest of Gen Z? It’s communicating with them through the channels and mediums that they prefer.

Right now, that’s one-to-one video communication. In fact, the schools that have adopted one-to-one video communications are seeing up to 10 times more engagement from that channel than from their email campaigns.

In this episode, we sit down with Zach Busekrus, Founder & Brand Strategist at Enrollify, to discuss how schools are effectively wielding one-to-one video strategies to personalize communication and reach a wider swath of potential students.

We discuss:

-How one-to-one video is being utilized

- How schools should approach using Tik Tok

- Tactics for effectively leveraging SEO

- Other tools you should be using

Check out these resources we mentioned during the podcast:

- Listen to The Enrollify Podcast

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.

Listening on a desktop & can’t see the links? Just search for Higher Ed Marketer in your favorite podcast player.

... six, sometimes up to x x, more engagement from these one to one videos and they see with their email campaigns. You are listening to the Higher Ed Marketer, a podcast geared towards marketing professionals in higher education. This show will tackle all sorts of questions related to student recruitment, don'tor relations, marketing trends, new technologies and so much more. If you are looking for conversations centered around where the industry is going, this podcast is for you. Let's get into the show. Welcome to the highered marketer podcast, where, each week, Mark Taylor and myself, troice singer, interview influencers within the Higher Ed Marketer space that we admire and feel would be interesting to our community. Today we have a gentleman who is someone that we looked up to as we started our podcast. His name is Zach Bousa Cruz and he is the founder of Enroll Offi, which is not only a podcast, but it could be considered a platform for higher ed marketers or higher ed enrollment professionals. That gives great content. Yeah, I think that I've I've admired Zack for several years now. I was I've known him for a while. I've also been on the enroll off I podcast early on and we make reference to that in the conversation. But one of the things I really like about Zach is because his job is focused entirely on developing hired content, he really has a chance to learn about a lot of new things, and so he's got a really great little thing that he does on Fridays called FRY ideas. I've learned about some new things that I've then shared with my clients just through his little thirty minute loom video and I really appreciate Zach because he's a consumer learner and he tries to always try to find new things, especially in the digital world, in technology and utilizing those things, and a lot of people that he talks to on the podcaster leaders and vendors and providing that. But I think, you...

...know, regardless of that, I think Zach is just has a passionate about hied has a passionate about enrollment and I think you'll really hear that come through in today's conversation. Yes, and since we've already had our conversation with him, I can also say. He gives some really good advice, especially for marketing, for social media, and I think it would be to our listeners advantage to really take notes and then to follows some of those recommendations. Yeah, and stick around all the way with them, because a couple of his last points, even at like twenty eight minutes, are gold. So don't bail early. Agreed. So here is ZAC boozy Cruiz. It's my pleasure to welcome Zach boozy Cruz to the High Ed Marketer podcast. And Zach, my initial question to you is, how does it feel to be on that side of the microphone? You know, it's funny, Troy, this is actually my third podcast interview full third third time being, I guess, in the hot seat. It's because I did another podcast and then I had a webinar which was basically a podcast interview, and that's very, very unusual, and so I think the last time I was even on a podcast was months ago. So, to to answer your question a little bit directly, it's it's scary. It's harder when you don't have control over the conversation. Much easier to ask the questions, in my experience, but it's a it's a privilege to be here and you know, I big fan of all the episodes you guys have put out and what you're building here and happy to join you for today's conversation. Thank you, Zach. And if you would tell everyone a little bit about yourself and you're very relevant higher Ed podcast. Well, I like to tell folks is I get to spend most of my time talking with people that are a lot smarter than me about things that I know little to nothing about, and essentially I just spend most of my time acting like a sponge and understanding leaders in marketing, both inside and outside of Higher Ed.

What are they thinking about? What are the sorts of strategies and tactics that they're the most excited about in any given moment where they seem success, and then I get to help sort of like translate that into context and content that, you know, is hopefully interesting to folks, that folks might find helpful and valuable and just find, you know, creative ways to encourage people to adopt some of these strategies and tactics and make them work within, you know, their unique context. So yeah, for those, I guess, who aren't aware, I found it rollify and rollifies a robust resource of podcasts and videos and e courses and really sort of our mission is just to empower enrollment marketers, which we define is anyone working in marketing or admissions for a college or university with tools and, you know, resources and ideas for how to optimize, you know the resources that they do actually have to get the results that they need. So I'd spend a ton of my time creating lots of content, talking with folks all over the hired spectrum and have a lot of fun while doing it. So that's a little bit about me and who I am and what I do. That's great. Thanks. Thanks, Zak. It's good to, you know, get back together on a podcast with you. I think you guys recently celebrated a hundred episodes on enroll of I. I I'm sure you're a hundred ten now or whatever, but I think I was episode sixteen and your early adopt bar was so were probably three people listening, but right. It's going a lot since then, but so so I've always enjoyed listening to the podcast. I think you really talked to a lot of really good leaders and probably some of them are crossing over with what who we're talking to as well. But I know one of the things that I was really appreciate not only your your roll, if I podcast, but you also have a Fridays. I don't know how you pronounced he is right, but yes, yeah, so the idea of every Friday you come up...

...with new ideas and I always find that just extremely helpful. And I know one of the things that you and I talked about offline before we get started was just this whole idea of, you know, some of the new ways of really implementing personalization into Higher Ed Marketing. We've talked about that on a lever of several episodes and it really continues to be one of the trends in high reed marketing. Is the idea of generation Z and then, you know, soondocome generation Alpha. They really are demanding more personalization and they want to be known and it seems like one of the ways to do that is kind of that, you know, utilizing one to one video, and I know one of the things that you've gotten excited about that as as have I, and I'm just curious to, you know, tell me a little bit about what you're learning and how you are seeing that being leveraged and utilized. Yeah, great, great question. And so at the end of the day, I think what people are interested in today's is not dramatically different from what we've been interested in for four decades, which is this idea of personalized communications, this idea of really feeling understood as a consumer right and in appreciated, quite frankly, for the time and attention that you do dedicate to a brand. And how I think that translates to to higher at is I see students today being very interested in schools that are actually using the channels and mediums and tactics that Gen z prefers to communicate in and using those for something that is, you know, can be scary, which is the the journey to college, the journey to enrollment. And so the way that I see one to win video right now being used by schools and the things that excites me most, as I feel like the schools that are adopting these these strategies while still relatively early, they're showing gen Z that like hey, we hear you, we see you, we know that you don't want to read a five hundred word email from us. We know that you know you don't love spending your weekends reading a two thousand word blog article from us, even if it is a student story. Right. You like video. You like short, sweet,...

...to the point, engaging content, content that is entertaining, content that is, you know, inspirational, constant, that is educational, and it is just, quite frankly, a heck of a lot easier to produce that kind of content via video and, so to speak, a little bit more practically. You know, schools that are implementing these one to one communication, video communication strategies are seeing incredible engagement right now, right, of the folks that I've talked to you. I mean they're seeing five, six, sometimes up to x, x more engagement from these one to one videos and they see with their email campaigns. Right, that's phenomenal, like, and I think that video as a as a medium, has also just come a long way, right, and I think covid is actually to thank for this. I think people are more comfortable being on camera because of all the zoom videos that we've all had to do. That there's actually it's act she easier to get emissions counselors and folks within your enrollment management operation to adopt things like recording a quick little video to thank a student for coming to an advent or recording a quick little post inquiry video that they then blasts to, you know, troy after he submitted an inquiry form, whatever it might be. So I think that, you know, the schools that are adopting these strategies right now and understanding and getting really quite rightly comfortable with video, quick scrappy video production are the schools that are going to see wonderful engagement, especially in the you know, post APP part of the funnel, but also in post inquiry. So yeah, and you know, tool that I I've recommended to several folks recently is is good kind. They're they're doing incredible work right now trying to help colleges, universities implement one to one video at scale and get the product is their product is awesome and it bar I know that you have a you've got another product that you've used that you love. So yeah, yeah, I've been using bomb bomb. We had e some viewed on episode twenty six and I think he talked about kind of the certainly that's one product. I mean...

...good kind bomb bomb. I've heard people using vid yard. It's a lot of different products out there. Some of them are more oriented toward education and and have success in those, but I think that the whole point, and this is what Ethan talked about, was the idea of this human relationship, this human ability that video gives you that you know, a text and a email sometimes won't exactly. And you know, I think that one of the concerns for some of the enrollment management leaders I've spoken do is like, well, my team is already doing so much. Like I what you really want me to get people to record a one to one video? Who's got time for that? But you know, I think sometimes sending these quick little videos is actually easier than, you know, writing out a long email. Yeah, and actually takes less time. Right. So, and a lot of these schools are getting more sophisticated where, you know, they've got scripts that will run right by the camera so that looks like they're looking at the camera even though you're reading off the script. So the software has come a long way and I do think this is a really interesting, viable, viable solution for folks that are looking to up their game in sort of engagement land. Thank you, Zach. Speaking of mediums and where Gen Z is and communicating with them. there. Something that we hear a lot about is how to utilize ticktock effectively for higher ed and I think it's said that even though we know ninety percent of Gen Z is on Ticktock, there are, it's a very small percentage of high it institutions utilizing it or maybe even thinking that they want to go into it. I would like to hear any thoughts that you have about that. Yeah, it's funny. I was on a chat earlier today with Matt diddle Jen who is the CEO and Co founder of Glacier, and there are digital advertising firm out of Calgary, Canada, and they do a lot of research on this stuff and what Matt was sharking with me is that, yeah, to your point, troy, like ninety plus percent of Gen Z is on tick tock and less than nine percent of higher education institutions are right. So you know, talk about sort of just like a significant...

...chasm. They're right and where the unique thing about tick tock, and I think what's hard is that if you're a college or university and you work with a partner and you outsource a lot of your content creation to a vendor, your use to that vendor, you know, helping you write blog content or, you know, create even video content on your behalf, and that's a little bit easier to do that you can then go and, you know, run a facebook campaign around or instagram campaign around. But the thing about tick tock is, like it's so it's so personal and it really does require like a representative from the college or university to create the content. It's very hard to like outsource that. So we're we're seeing like really interesting success is when schools find a way to essentially build like an in house ticktock creative agency. And really what that looks like is finding students that you can pay, and you really, you really, really really should find a way to pay them, even if it's just, you know, a little bit here and there. But find students that are already active on Tick Tock, that are good content creators, and invite them to help a pilot your university's tick tock account and work with them like you would your vendor partner or even sort of your inhouse, you know, marketing team. But give them a tonomy, right and and let them they understand the platform natively right, like in ways that you know, I don't even understand the form, let alone you know someone who's vp or a college president. So give them a tonomy. Essentially, build a little inhouse creative team and say look, and where I think a vendor could play a role is if you want a vendor to help sort of coach folks and like, you know, basically give them some idea around what the content strategy of it a twelve month season should look like. You could get some support there, but at the end of the day the content creators themselves really do need to be the students at Your College University. This is not a content type that you can or should easily outsource, and I would even argue that many of your admissions counselors and folks in your marketing team might...

...also not be the most qualified people to be creating tich talks. Yeah, I would agree with that. It seems like it's a it's a unique platform that you have to natively kind of understand. I often tell my clients when I do different presentations with you know, if you're not already slam dunking it on instagram and other things, tick tock is probably like a three or four hundred level course and you really need to know what you're doing in the basic course is before you jump into that, because you can, you can fail pretty fast. But I think that your ideas of really leveraging that internal team, trusting them, giving them autonomy, I think makes a lot of sense. Yeah, I mean one last point on this too, is that we are seeing some colleges, universities who are pretty progressive and they're trying to get ahead of the game here, and I think that the schools that are doing this well are working with their mark getting in their emission seems in they're saying, look like, we're not trying and this really takes like you buy in from from leadership here. But we don't want you to worry about Roy right now, right like, like, right now, Tick Tock is not a place to sort of measure impact on enrollment. Like, you can't directly. It's incredibly hard to do that right now, right, whereas with facebook Google campaigns, you can understand pretty you know, assuming you've got at least a little bit of software in place, what the impact on these campaigns were on your enrollment. So if you're going to take a marketing attribution approach, to Tick Tock, don't do it. But I do think that schools that are at least right now, right then that'll change in the next couple of years, but right now, like think about this as like an investment. Like you are. You're not going to see you return on this for, you know, five, ten years maybe, but the schools that do that are earlier doctors of this platform. Like it's not going away and it's captured such significant market share of Gen z attention that, like it's really not optional. You've got to either. The question is, how quickly are you going to figure out what to do in order to, you know, earn prospects attention on that platform? Yeah, and I think that your point earlier, the...

...entertainment fast factor. A lot of times I have to call it entertainments. Yeah, where it's like how do we educate somebody, brand awareness someone through entertainment? And you've got to realize that that's what it is right now. And Yeah, and I know it's just a bar and you know it's I couldn't agree more. And Matt from from glacier was just telling me that they just completed this survey one fourteen hundred perspective college students who, I believe we're ages sixteen through it, think just sixteen and seven year olds to probably get a juniors and seniors. And this generation has the highest ad recall. Like their ad recall is like a something like five to ten x more than millennials ad recall, and yet they only watch an ad for like an average of two seconds on tick dock and snapchat. So the Tina tea engaging with the AD is less right, but the recall of the brand that put it out is incredibly high. So I share that only as a quick add on to say that just because you can't measure enrollment in you won't be able to measure impact on enrollment immediately with Tech Docford at least a couple of years, doesn't mean that there isn't impact on woment. Right, right, very good. Well, I think another another question that kind of goes along with that is, you know, kind of figuring out effective ways to measure that enrollment. talked a little bit about social media doing that, but I think a lot of ways people don't realize how just the content on their website could impact that, especially from a search engine optimization standpoint, and I think that Zach, I know you and I you know, we work with different size schools, I mean small schools, big schools, and Seo is kind of the leveling agent in a way, because, I mean somebody from a big, you know, a big public school, can rank as well as somebody at a small school or vice versa, and the sense of Seo is kind of the great equalizer. So talk a little bit about how that works out and what opportunities look like for for schools with search engine optimization? Yeah, no, I love this question because what's beautiful about Seo is it's it's it's earned at...

...tension and it's like truest of formats, right like, if you if you are ranking well around a key term or key keyword or a couple of key topics, if you've earned that authority, right like, you no longer have to spend money with Google trying to get, you know, your ads in front of users that are searching for that particular key word. And so when it comes to Seo, I think the place to start is you have to understand what you're actually ranking, for so many schools don't understand where that where they're currently at, right like, and there's so many. There are so many tools out there that help you understand this, like se m Ross Ma's Seo a a trex, all these schools. You can run your domain through their software and get a sense for all the different keywords that you are organically already ranking for. So I'd say when it comes to SEO, Perston forms, you have to understand kind of like where you're at. You know, what are your baselines? What are you ranking for in the first, second, third, fourth, fifth positions of Google? But then also it's important to understand ranking opportunity. So, like where do you exist on that like second or third page of Google, and what terms right that you're current that you've got pages that are currently ranking on the age too of Google, let's say in Position Fifteen, like if those terms have incredible monthly search volume, meaning, like there are lots of people in any given month googling that particular term. And Right now, like you're on that second page, but you're in position fifteen, right you and you want to win on that particular term. That is that's where you folk. That's where you should focus your energy when it comes to Seo, is figuring out, like most immediately positions eleven through twenty. Is What what I would like to tell folks. Go and figure out where your ranking for terms in positions eleven through twenty that you would love to move on to the first page of Google search results for, and then invest your time and energy in creating more content around those particular key terms and topics. And to your point guard Seo being this great equalizer. What...

I love about this is that so much of high end marketing strategies and tactics do require money, and Seo is one of those things that, like it doesn't actually need to require money. It requires time and you know, time is money. But at the end of the day, like you don't need to be spending tens of thousands of dollars. Want, you know, thirtyzero dollars on a digital advertising campaign. If you create enough compelling content strategically, you can win on those same terms and topics for, you know, quote unquote, free and I think that that's that's a missed opportunity. Schools. Schools created a ton of content, a ton of content and given year, but not all that content is thought about strategically. So the way to think about Seo, to put it a little bit more concisely is you should not create content, you should not have content on your website that that's purpose, right, is to attract, engage or the light new students. Until you've done effective seo research, until you understand what you're ranking for and what you want to be ranking for but aren't king for yet, you shouldn't create any piece of student recruitment oriented content. So, first and foremost, figure out what you're ranking for, already understand what you would like to rank for and then use that insight to guide your involvement marketing strategy. That's great. That's that's some really, really good insight there and I think that, you know, schools are going to implement that and really apply that. Could really see a lot of really good things come from that and so excellent. Thank you. Yeah, before we wind up our podcast we always ask at the insect, is there something that you've either read or come across or maybe have implemented that someone could implement next week and see success with or moved in needle with us? The million dollar question, right, everyone wants results quickly and cheaply and, yeah, with not a lot of time and effort. Right.

So a couple things come to mind first and foremost. So snapchat as a platform. We haven't we haven't talked too much about that. I don't know if you guys have talked with others about about snapchat. But again, in my conversation with Matt Bulson earlier today, he was like, you know, he was saying, Hey, snapchats, CPM is incredibly low right now and the quality leads that they are generating, the glaciers clients are generating right now from snapchat is is incredible and he's saying like it. He he almost doesn't want other people to know about this because he's like, you know, we've got school spending three to fivezeroll on snaptack campaigns and they're getting quality inquiries or quality event rcps to their campus and visit days. And so I think snapchat as a platform again has incredible engagement. Eighty eight percent of Gen z uses snapchat daily, so incredible engagement. But it's also it's I feel like it's one of those social channels that just doesn't get enough airtime in in higher ad even though again, like target audiences are there. And I do think it's because people don't unnecessarily understand how to use snapchat. Well, think a lot of the reason why folks don't spend money on social platforms, to your point earlier, part is that they don't understand it. They don't use it themselves. They have a very hard time understanding why a seventeen year old would use it and or how a college university would try to capture the attention of a seventeen year old using that platform. Right. But that pool seems to be converting at incredible rates right now and the cost per acquisition of those of those leads coming from snapchat are incredibly low complete, you know, compared to like a facebook or instagram. So I would say run a snaptack campaign. Those are also very easy to get up and running. You can take static creative and run it through snapchats creative tools to make it a little bit more dynamic so it looks like a video. So there doesn't need to be like a heavy creative lift and you can drop, you know, Twenty Five, hundred K, whatever it might be, on like a test campaign and get that up and running very, very quickly. So that's one idea. Another idea...

...would be, I would say, like ghost on up for a free trial of SC m raser AA traps or Mas Seo or other seo tools and run your domain through these, the soccer tools. You can cancel the subscription right before your charged if you if you don't want to keep paying the fifty to a hundred bucks a month or whatever cost right. But that Intel on understanding. Oh my Gosh, who knew that we were ranking for Best Liberal Arts College in Wisconsin with great student to faculty ratios or something like that? Like you might be winning on terms that you don't even know that you're winning on. And if you are winning on those particular terms, the pages that are ranking well for those terms, right, you sure as heck better have great conversion opportunities on that page. You should have a chap on that page. It simple live chat feature, at the bare minimum of form, right, an inquiry form that makes it really easy for prospects to, you know, raise their hand and say I'm interested in learning more. Often Times school spends so much time thinking about their home page, thinking about their formal inquiry page, that they forget the fact that a lot of their ranking pages are major or program pages, and a lot of the major and program pages don't actually have simple forms embedded on that page. Often Times this pages have CTA's that redirect to other forms, right, but like go figure out where you're ranking for right now and make sure that those pages have very, very easy, frictionless ways for people to raise their hand and say I want to learn more about your school. That's something that any school, no matter your size and matter your budget, can do and you could do something like that within a twenty four hour period of time. So those are my two my two ideas for you. That's a great point, Zach, and I'll just build on that. Last One were there was a blog post on a school website that we were working on that we were unaware of, but it was it was something about, you know, it was a it was a Bible College and that was about church planting, and there's, you know, there's a there's...

...a big movement around that and a lot of people searching on that. Well, that that particular post had more traffic on it than the home page and all the other pages combined. Yeah, and the missed opportunity because no one knew about that. I think a professor put it up and you know, that's just the way it happens sometimes, is that there wasn't a called action to their their their graduate level stuff that they were selling about church planning. And so when we change that and implement of that, that that you know, was made a big impact because all of a sudden you've got all these people coming to the website. So, again, to your point, not only using things like sem rush and and these other tools, but also looking at your own Google analytics to figure out what, what do we have traffic naturally coming to already, and how can we really make sure that we are ready for that traffic and converting it when it's there? Yeah, one of the things that we like to say the folks all the time too, is that, you know, school spends so much time thinking about how to get people to their website right, so much time, zones, energy, so much money, and then often times, like once you get somebody to the website, is like, well, what do you want them to do righte like, how do you ensure that now that you've got you've got them here, you got the visit, you got the attention, how are you ensuring that you're guiding the prospect to the information that here she is looking for in as quickly a way as possible? And as it, you know, and how do you, at the end of the day, ensure that their experience, they can navigate through your site in the way in which they want to navigate it? And I think that that's that's the ultimate goal. The ultimate goal is how do you essentially ensure that you have personalized, you know, down to the individual proces, Thatct as best as you can, the journey to enrollment, and how do you ensure that you've got the technology, the infrastructure necessary to make that it as easy as possible, you know, giving given all the other things on your institutions plate. So love that idea. It's not just about figuring out how to get people to your website. You got to figure out what to do with them once they're they're right perfect wonderful content that you brought today, Zach, and we really appreciate you coming on to the program and bringing the knowledge and the energy that you bring weekly on...

...your podcast. So if you would, before we go, please, if you would tell everyone how they could contact you if they would like to, and pop the size and roll of FY One more time. Yeah, you can. You can get in touch with me at ZAC Z acch at and roll off I dot Org or you can follow us on you know, we're on all social media platforms and you can just head on order and enroll fight out or we've got tons and tons of free resources. So one of the things I like to tell everybody is, like, you can't buy anything from enroll OFFI. So you know there's nothing, there's nothing that in roll fies trying to sell you other than really, really great content. We help pay for that content with our amazing partners and sponsors, but we're at the end of the day, trying to build a ton of free resources to help enrollment marketers who are working, you know, as single man or single woman's shops and or, you know, large public institutions that got massive teams of market any Miss Professional. So pretty courses, podcast videos, lots more at and roll of fight out Org. But thank you guys so much for the time. This has been a blast and big fan of what you guys are building. Troy, you know, recently came into contact with you, but Bart, I've known you for a while and really, really respect all the work that you do and thank you guys for creating a space for these conversations to happen. Thanks. I appreciate being on here. This has been great. Yeah, that's our pleasure. Bart do you have any partying words before we wind this episode? Oh, you know, I don't have many because I think that, you know, Zach was so articulate on so many things, ranging from, you know, using video for one to one personalization to talking about tick Tock and snapchat and some of the other social media opportunities and then just kind of getting into the whole idea of how to really start leveraging Seo with even with some of the free tools that are out there. I think that doing seo and then really trying to convert people where they are, I think those are all excellent points. I think that I would just encourage people just to kind of follow and roll off I start start taking advantage of those free resources. I know a lot of the listeners that that we have on here have taken advantage of the resources that killer solutions has on our blogs and...

...are on our podcast in different elements, but you know, check out on roll ify because I think they've kind of been a little bit more of a clearing house for a lot of content, their original content but also other content as well. So I would just encourage her by the check that out and follow Zact. The highed market podcast is sponsored by Kaylor solutions and education marketing and Brandon Agency and by Think, patented, a Marketing Execution Company specializing in printing and mailing solutions for Higher Ed institutions. On behalf of my cohost sparred Kaylor, I'm Troye singer. Thanks again for joining us. You've been listening to the Higher Ed Marketer. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. If you're listening with apple PODCASTS, we'd love for you to leave a quick rating of the show. Simply tap the number of stars you think the podcast deserves. Until next time,.

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