Marketing can be an educational institution's great ally, from attracting to retaining students. But for all this potential to become reality for your organization, you need to understand the educational market in depth and how the student-consumer behaves towards it.
It's at this point that a very important concept comes to the fore for those who want effective marketing: the consumer journey. Find out now what this term refers to and how it can help your institution boost enrollment!
After all, what is the consumer journey?
Producing content for a mass audience makes little sense these days. Customers of various types of business are becoming more and more segmented, and it is necessary to work with specific niches if you want to reach the right person.
But there's no point in reaching the right audience if it's done in the wrong way, or if that audience isn't yet interested in hearing about the wonders of your business. Currently, more than 60% of buying journeys begin on digital channels - such as search engines, social networks or reading specialized content - even before the first direct contact with the brand.
The consumer journey can be divided into a number of stages, which separate the buyer (in this case, the student) through their purchasing process.
The first stage relates to a stage of awareness. The consumer has a potential problem, but doesn't yet know about it, so trying to sell a solution at this stage will be fruitless.
The second stage relates to the consideration stage. The consumer already knows what the problem is and is considering solutions to it. The interested company should show the various options available, but without trying to force the sale.
The third stage is related to the purchase decision. This is when the buyer considers the solution you offer, and you are now free to use all your powers of persuasion to sell.
The student-consumer in the education market
The buying journey applies perfectly to the educational scenario, but with some particularities. We've created a hypothetical buying journey for a student who has just left high school. Let's consider that your company sells technical courses.
- Felipe has finished elementary school and doesn't know what to do next: the student has finished elementary school, is considering continuing his studies, but also needs to work. He doesn't know whether college or a technical course is right for him. It's at this point that he finds the educational institution that should clear up these doubts for him and tell him that continuing his studies is the best path for his career.
- Felipe decided to continue his studies and saw that the technical course could be a good option: however, Felipe still wants to know more about courses, how to combine work and study on the technical course and how to achieve his dream of professional success.
- Felipe has decided that he will attend technical course X, but he doesn't know where: he is researching educational institutions and comparing prices. Your company can produce content that shows its teaching methodology, the advantages of taking it and success stories.
See also:
- Inbound sales for educational institutions: how to do it right?
- How to capture leads with inbound sales in the education sector
- Learn how to use the marketing funnel and the sales funnel in your Educational Institution.
The consumer, depending on the type of organization you represent, will be a parent or a student, which can make a difference to the strategy to be followed.
The ICT Education 2023 survey shows that Brazilian students use the internet for educational purposes at all stages of basic education, which strengthens the role of digital content in building the journey of choosing an institution.
How does the student journey increase enrollment?
The student journey optimizes your marketing and you don't waste time and resources investing in solutions that won't bring the desired results. The approach is made according to the student's interest and willingness to buy, which increases the chances of enrollment.
In the education market, rarely does anyone make a decision on impulse. There is always research behind it, which can take months or years. Therefore, it is necessary to produce quality content, in media with an impact and consistent with the audience to be reached.
According to the Digital 2024 report, 84% of Brazilians search for information about products and services online before making a decision, including education - reinforcing the importance of a digital presence throughout the journey.
Don't wait any longer and invest in the consumer journey! With it, your student recruitment will be much more efficient. To find out more about how to deal with the education market, subscribe to our newsletter and receive content that interests you in your email!
What you need to know about the consumer journey in the education market
What is the consumer journey in the education market?
It is the path that a potential student takes from the first contact with a need to the decision to enroll in an educational institution. This process involves different stages of awareness and requires specific approaches at each stage.
What are the stages of the student journey?
The journey consists of three phases:
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Awareness: the student has not yet clearly identified the problem or the need to continue studying.
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Consideration: they understand their situation and begin to search for information and possibilities.
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Decision: they compare options and are ready to choose an institution and enroll.
How can marketing help at each stage of the journey?
In the awareness stage, the ideal is to offer educational and informative content. In the consideration stage, it's time to show solutions and alternatives. In the decision stage, the focus should be on your institution's advantages, differentials and student testimonials.
Who is the consumer in the education market?
It can be the student themselves or, in some cases, their parents or guardians. This has a direct impact on the type of language, content and channel that is most effective for each audience.
Why does mapping the student journey increase enrollment?
Because it allows you to personalize communication based on each student's moment of decision. With this, your institution avoids wasting resources and increases the chances of conversion by saying the right thing at the right time.
What role does digital content play in the consumer journey?
It's essential. Most students use the internet to research educational options. Blogs, videos, e-books and social media are key to guiding and influencing decisions along the journey.
How do I start applying the consumer journey at my institution?
Map out your students' most frequently asked questions, identify at which stage they appear and produce strategic content for each phase. Use data and technology to monitor progress and refine your approach.
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