When your recruiters can’t attend, mobile targeting is key!

Mobile targeting has become a buzz phrase in higher education and is often times over and underutilized as part of a recruitment strategy. Although the word is trendy and is often thrown out by agencies and marketing departments at times with the traditional grassroots and email campaigns have proved effective, there are times and places where geofencing strategies can help any institution in a bind with staffing and/or budget constraints. With advanced GPS-activated technology, mobile targeting creates a hyper-local geo-fences based on the actual latitude and longitude of an address, as well as in application marketing to captured prospects. This means that your recruiting team can appear to be in multiple places and any given time.

For your admissions and marketing professionals, leveraging this tool and understanding how to master it critical to meet your prospects where they are and engage in critical conversations with them. The first step is understanding that there are multiple ways to target via mobile. To increase your chances of success prospect conversion, here aresome must-dos when it comes to mobile audience targeting.

Location Retargeting

Where someone has been, is a major indicator of where they will go. When targeting your prospects based on places they have visited, such as schools, employment offices or open houses not only increases your chances of targeting the right prospects but also increases the opportunity to reach them more than once, like in traditional advertising. For example, a campaign based on the proximity of a community festival or an open house simply can be captured from that event and fed to those prospects for a number of days following the event and you are no longer confined by time and space to feed your message to prospects.

Facebook Custom Audience

Your best prospects are those who are already familiar with your institution and its brand, especially past customers. If your school has a CRM, use that data and load it into Facebook and create segments based on their history, engagement, participation, etc. You can also create lookalike audiences based on consumer attributes. Given that 1 in 4 minutes spent on mobile happens in Facebook’s apps, it is extremely important and valuable for any digital campaign.

Retargeting is Key

Ensuring that people who have visited your site or ads in the past have ongoing engagement with your brand is the job of retargeting. Because they have already “clicked” on an asset of yours in the past, they have shown they are already interested and are prime candidates for your to convert. It is important, however, be careful of fatigue by using various rotations of your ads to ensure they are fresh and appealing to prospects who may see them more than once.