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How to capture leads with inbound sales in the education sector

Gustavo Goncalves
Gustavo Goncalves

Nov 29, 2023

Have you ever heard of inbound sales for educational institutions? In a market as competitive as Education in Brazil, discovering different approaches is essential for your educational institution to know how to attract and capture new students.

As we will see later, it is not without reason that inbound sales refers to inbound marketing. A strategy that has already proven and continues to prove its value in the market and which was the topic of the post Inbound marketing in education, learn how to apply it in your educational institution.

Inbound sales in higher education follows the same principles of considering the needs and expectations of each potential student, but to direct sales strategies. While reading this post, this idea will become clearer and you will understand how to use it to attract students to colleges.

What you will see in the post:

Follow along!

What is inbound sales

Inbound sales for educational institutions It is a form of sales that is based on the needs and expectations of potential students to create attraction and recruitment strategies.

This involves reducing the adoption of generic strategies that aim to reach the entire class of high school students looking for college. And then, place more emphasis on actions that make contact between students and educational institutions closer and more personalized from the outset.

The objective of inbound sales is to know exactly how to address each student, what to offer them (which course) and when to make this offer, aiming to find the ideal moment to transform the lead into a new enrollment.

Why inbound

In Education, as in other areas, traditional methods of approaching, prospecting and selling have changed. A few years ago, flyers, printed advertisements and billboards were examples of powerful advertising strategies also used by educational institutions.

At that time, it was common for students to wait for information about courses and colleges to come to them. Therefore, leafleting at the doors of high schools was more common and had more effect.

And it's not that these tactics don't work any more. In fact, they can still be part of a larger strategy, which combines outbound and inbound marketing ideas.

The point is that, gradually, the intensification of internet use made it easier to search for information instead of waiting for it. Therefore, young students prefer to act on their own to find out about courses, institutions and what each one has to offer.

Inbound marketing e inbound sales

This is why inbound marketing presupposes the creation of relevant and quality content, which serves as a source of useful information for the public.

Following this same idea, inbound sales for educational institutions is based on the adoption of strategies that also focus on the needs and expectations of potential students.

Thus, the two concepts are related. It is inbound marketing that allows educational institutions to collect information about their leads and prospects to then direct more assertive actions for inbound sales.


Inbound sales and capturing leads in Education

The relationship between the concepts makes it easier to understand how inbound sales helps attract students to colleges. Check it out!

The idea of ​​inbound marketing is to create content to be published on a blog (posts) and made available for downloads (such as e-books). In addition to using platforms such as email (by subscribing to the newsletter) and social media to promote the campaign.

Content about areas of study or activity, about the courses offered, tips about the job market or how to pass the entrance exam, for example. The idea is to allow, through search, the lead to find information that is of interest to them and that, of course, is linked to their educational institution.

The success of this marketing strategy depends on continuous monitoring and analysis of results. This is what allows adjustments and changes, in addition to finding relevant information for inbound sales.

The idea in practice

Let's see what happens in practice: a student discovers the institution's blog and subscribes to its newsletter, providing contact details. This lead browses the blog and focuses on content about Health courses and clicks on "banners" about the educational institution's entrance exam and visits the page on how to register.

All this data indicates to inbound sales that this lead is ready to receive an offer to enroll in Health courses. And, probably, in a specific one that has been highlighted by their preferences, interactions and messages.

How to capture leads with inbound sales

No post Inbound sales for educational institutions: how to do it right?, we present common mistakes when adopting the strategy. These are factors such as the lack of data on leads and lack of alignment between the marketing and sales teams.

At this point, with everything that has been said in this post, it is not difficult to understand why these factors result in problems. And understanding how to avoid these situations or correct them is essential for using inbound sales to attract students to college.

capture leads

To do so, you need to:

  • Understand inbound sales as a strategy related to inbound marketing — as this favors planning and, consequently, the achievement of good results;
  • Adopt content and capture strategies that favor the generation of leads (especially qualified leads, which are those who consume more information and are more interested in the educational institution's services) — since it is necessary to collect relevant data about potential students to personalize inbound sales actions;
  • Rely on tools like CRM — because, as we showed in the post Marketing automation: 5 tools that will impact your results, CRM allows the collection and management of relevant data about leads;

  • Establish a sales process — to ensure that those responsible for inbound sales actions really know how to interact with each lead in order to transform them into new registrations;
  • Monitor results — like any strategy, for inbound sales in higher education to work to capture leads, it is necessary to evaluate its performance in order to identify flaws or opportunities that optimize results.

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Technologies we use

The world changes all the time and technology is no different! Here at Mkt4Edu, technology is in our DNA, we work with many different softwares to make the whole process of automation and artificial intelligence work more efficiently and achieve more results.

Here, new softwares are tested all the time. Modern tools and new functionalities are tested all the time, there were already more than 200 tests so you can have the best result in your institution.

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