While Netflix’s viewers might not realize it in the moment, the Netflix marketing tactic is so successful because it rides on viewers’ natural anticipation, curiosity, and resulting delight—ultimately turning viewers into loyal subscribers. For higher ed marketers, this concept helps prospective students become excited freshman.
The Netflix approach is all about delivering the content viewers want before they even know they want it.
So, how can we provide what our prospective students and parents are looking for (and quickly) to help them navigate the way? To clarify your student roadmap and increase engagement, read up on these three major areas where you can implement the Netflix approach.
Example #1: CTAs
Don’t leave your website users struggling to decide what to do after finishing a task on your website. Use calls-to-action (CTAs) to direct students to custom landing pages and related content, guiding them on their way towards meaningful actions.
To do this, create actionable CTAs that connect to content that students will naturally want next. Alignment here is key. To really reflect where students are in their applicant’s journey, opt for smart CTAs.
Smart CTAs perform 202% better than static CTAs. Smart CTAs adapt to each visitor based on anything from location to their history on your site and more. This way, you can ensure you’re offering the highest value to anyone who visits your site.
For example, if a student is already a lead, you might present a CTA for them to “Schedule A Visit” or “Contact A Counselor”. Meanwhile, for a student who’s just visiting for the first time, you might offer a CTA that takes them to a blog post about the college admissions process or a student success story.
Example #2: Thank You Pages
Higher education has the lowest landing page conversion rate among industries. If you’re lucky enough to secure a conversion, don’t leave your prospective students stranded with an inline thank you message. Instead, opt for a robust Thank You page.
Thank You pages are proven to be highly effective at keeping leads engaged. A Thank You page gives you the opportunity to deliver on your offer and thank the lead for signing up. While Thank You pages may be the final stage of the conversion process, they also allow you to offer further guidance by recommending what’s next. This moves your lead further down the funnel toward even more meaningful actions―think applications.
For example, provide a relevant infographic, related blog content, or take the Netflix approach literally by introducing an engaging campus video. Invite them to connect with your institution on social media, or present them with a second opt-in to sign up for a webinar, a Facebook Live, or even a campus tour. You’ll just want to ensure that all recommendations are personalized and closely connected to the previous offer.