After having a clear main strategy, the content development was carried out according to each stage. In the first phase, graduate stories were presented, as well as testimonies from Pacífico students. This allowed us to connect closely with those interested and get them to move on to the MQL stage, where the content was aimed at showing information about each career such as benefits, myths and truths, job field, among others.
In the SQL stage, the content prioritized informing leads about the process turkey phone numbers and requirements for applying to the UP, while in the final opportunity stage, graphic pieces and specific information were presented for preparing the applicants' essay.
At each stage of the lead process , it was essential to design multiple emails with distinctive subject lines to drive prospects through the lead lifecycle . Additionally, specific content was generated based on the type of audience.
In addition, Karina Ramos describes the differential value that contributed to a successful strategy: “We accompany them in the decision-making process and share the journey that the young person is taking throughout the last years of high school or after graduating. This accompaniment consists of learning from them, knowing which generation we have to adapt to and making sure they can live the experience they really want. We listen to them and we present it to them. That is what differentiates us from the rest, the level of personalization.”
A successful strategy
The implementation of lead nurturing with UP Admissions accompanied by an email marketing strategy in 2021 yielded successful results. Among the outstanding figures was the 34% growth in applicants compared to 2020, this practice being the one that contributed the most to applicants.
Although we saw a 16% decrease in leads, the quality of these leads improved significantly. In other words, a higher proportion of potential customers successfully completed the buyer's journey . Although conventional logic might suggest otherwise, having a large number of leads does not always ensure success. Combining a solid content marketing strategy with an appropriate advertising tactic can result in a high-quality database.
For Universidad del Pacífico, lead nurturing has become a key strategy for attracting more and better candidates in the complex field of modern marketing. This methodology has allowed them to gradually deliver content to their contacts and strengthen the perception of the university as a key ally for those facing the important decision of selecting a university and a career.