The education market in Brazil has a large volume of potential students.
Data from the 2023 Higher Education Census, released by the Anísio Teixeira National Institute for Educational Studies and Research (Inep), indicates that 27% of high school graduates in 2022 will enter higher education in 2023, reflecting the current dynamics of transition between these levels of education.
According to the 2022 Demographic Census, released by the IBGE, the proportion of the Brazilian population aged 25 and over who have completed higher education has risen to 18.4%, reflecting a significant increase on previous years.
However, competition in the area has also increased in recent years. Even with the crisis, the number of companies active in the education segment in Brazil has grown since 2013.
Therefore, in a scenario with a broad target and many institutions vying for the attention of this public, the best way to scale your marketing and sales resources to reach more people more efficiently and close more enrollments is through automation.
In 2023, the IBGE's Continuous National Household Sample Survey (PNAD Contínua) revealed that 92.5% of Brazilian households had access to the internet, showing a significant expansion of connectivity in the country.
Many education companies have already realized this market potential and the advantages of digital channels for accessing and enrolling their target audience. This is exactly why they are investing massively in the area. Is your institution among them or will you be left behind?
Caption: Automate enrollment processes with HubSpot and turn data into strategic decisions for attracting students.
Marketing and sales automation in education
Automating your institution's marketing means, simply put, identifying actions that are done manually by your team, but which could very well be carried out more quickly with the right software. In this way, you gain efficiency and free up staff time for more strategic and creative activities.
The main idea behind marketing automation is to move the lead (a person who has shown interest in one of your courses but has not yet enrolled) forward in the sales funnel through previously programmed interactions.
These actions are personalized with the person's data, significantly increasing the chances of conversion into enrollment.
If a candidate has started their registration on the Medicine course page, for example, but has not completed their registration, they can enter an automated journey that sends out emails and SMS with content about the course.
The aim of this communication is to engage them, answering questions and showing the benefits of applying and enrolling at your institution, and to get them to return to the page to finish their application.
After the lead has been captured, when they have been classified and are ready to become a student at your institution, part of the sales activities can also be automated.
You can, for example, create a sequence of emails and SMS to remind the student to pay the registration fee, or program notifications in a CRM to organize the activities of the team that will make active contact with this person - whether by phone, email, SMS or Whatsapp.
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The importance of relying on specialists
Digital actions to capture leads and marketing and sales automation have become very popular in recent years in Brazil. Because these activities are carried out on the internet and are much more accessible than traditional advertising, some companies downplay the importance of having specialists in the area to plan and execute strategies on these channels.
However, not investing in professionals who know what they are doing and in appropriate tools for digital actions results in a waste of time and money, two resources that certainly no manager wants to spend for nothing.
A study by McKinsey & Company highlights that, although many Brazilian companies have started digital transformation processes, digital maturity is still a challenge. The report points out that in order to fully capture the benefits of digitalization, it is essential to associate these initiatives with effective management practices that encompass strategy, capabilities, organization and culture.
Mkt4Edu has the expertise you need to automate marketing and increase your educational institution's revenue. With marketing automation, we increased our clients' enrollments by 37% on average in 2019.1. We do this using Hubpost, a complete suite of software for marketing, sales and customer service, with a completely free CRM as a base.
We are Hubspot's only Diamond partner in Brazil. This is because we exceed expectations in generating results with inbound marketing, capturing more leads and reducing costs in the Educational Marketing we carry out for our clients. More than 50 educational institutions in three countries are already using our services to attract more students and spend less!
Mkt4Edu's know-how includes strategic educational marketing, branding, SEO and SEM, content marketing, inbound marketing, inbound sales, social media, mobile marketing, marketing automation, web design, reopening enrollment, attracting and retaining students. We have several successful cases that prove the results of our team's work.
Not sure how to get started? Start with an educational marketing consultancy
If you don't know how to start digital marketing and sales activities at your educational institution, or if you already work in the area but believe that the results could be better than what you're getting today, consider hiring an educational marketing consultancy.
The main objective of a consultancy is to have an outsider's view that can assess, without the vices of those in the institution's routine, the positive points and the issues to be improved or corrected in the work being done. In addition to this assessment, consultants also take into account their own experience in other projects, learning from good practices and mistakes that can be avoided.
Mkt4Edu also offers this consultancy service, which includes a complete analysis of your institution's current scenario and a diagnosis of what needs to be done. From there, our team works with yours to draw up an action plan and put it into practice.
Summary: With a competitive educational market and growing connectivity, automating marketing and sales is essential to efficiently scale enrollments. Mkt4Edu offers complete solutions with HubSpot, optimizing lead journeys, reducing costs and increasing conversions. With recognized expertise, we help institutions plan and execute high-impact digital actions.
Want to know more about digital marketing and sales for educational institutions, as well as automation for the education sector?
Why automate marketing and sales in the education sector?
What is the current scenario for the education market in Brazil?
With 27% of high school graduates entering higher education and only 18.4% of the population having completed a degree, there is ample potential for attracting students. At the same time, the number of competing institutions is growing, requiring more efficient strategies.
How can automation help scale enrollment?
It optimizes manual processes, speeds up the sales funnel and increases conversion with personalized communications. Automating reminders, registrations and follow-ups allows you to reach more leads with less effort.
What data proves the effectiveness of automation?
Mkt4Edu increased its clients' enrollments by 37% with automation via HubSpot. In addition, 92.5% of Brazilian homes have the internet, which increases the reach of digital campaigns.
What can be automated in educational marketing?
From email and SMS triggers to CRM notifications and nurture flows. Everything can be programmed based on the lead's behavior, increasing relevance and the chances of conversion.
Is it worth hiring a specialized consultancy?
Yes, consultants bring an outside view, accumulated experience and a personalized action plan. Mkt4Edu, HubSpot's Diamond partner, offers a complete diagnosis and strategic execution for attracting and retaining students.
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