A Spooky Tale of Creepy Marketing
It was a dark and stormy night… The moon was full and the wind howled in the…
Okay, just kidding. We’re not actually going to write this blog like it’s a tale out of Scary Stories to Tell in the Dark. But we are going to share a hard truth: Marketing can be creepy.
There, we said it.
The thing we’ve come to notice, though, is that creepy marketing can be stealthy. It sneaks up where you least expect it and disguises itself as warm, friendly, and effective. But in reality, it’s sucking the life out of your marketing. Oh, and your budget. Yep, you trusted that creepy marketing tactic and it’s stealing from your annual marketing budget right under your nose.
Adorable one minute. Terrifying the next.
But… What is creepy marketing and how do I know if my campaign is a monster in disguise?
The creepy marketing we’ve described above has one common flaw: a one-step funnel that skips the small talk and introductions and goes straight for the big ask. We all know the adage “don’t ask someone to marry you on the first date,” but even the most seasoned marketers can slip into this one-step strategy if they’re not keeping a multi-step funnel top of mind.
For college marketing in particular, we’ve found that many marketers are so genuinely excited about what’s going on around campus. After all, they’re spending time with students and instructors, experiencing the successes of graduates, seeing those state-of-the-art facilities in use. What’s not to love?!
But people who aren’t familiar with your college don’t have the same love for your school that you do. That’s why it’s so important to use a multi-step funnel, which walks prospective students through those stages of the relationship and leads them to apply.
So what are the right steps?
At Smart College Marketing, we’ve created a six-step marketing funnel that we use to develop each of our campaigns. The messages we are delivering in each step can come in many different forms—short copy ads, long copy ads, videos, gated content, etc.—and the angles we take vary from school to school and program to program. However, in everything we do, we aim to hit the six defined steps so that we’re building a relationship with prospective students, rather than simply hoping they care about our clients’ missions as much as they do.
If you’re interested in learning more about effective college marketing campaigns, give us a shout here. We’d love to talk about the struggles you’re facing and help generate leads for your school.