FIR on Higher Education #60: How to Create a Compelling Lead Magnet to Support Lead Generation
08/17/16 • 28 min
Many schools and programs seek ways to increase enrollment numbers. An optimal way to generate new leads is by creating a compelling lead magnet: offering a valuable form of content in exchange for a new user’s email address and other contact details.
A great example of an effective lead magnet within higher education is IMD’s Global Leader Index. (IMD is a business school in Switzerland and my former employer). The Global Leader Index is a survey in which individuals sign up and answer a series of questions. At the completion of the survey, respondents can see how their leadership skills compare to others. Over 12,000 individuals have completed the survey. The school has used this survey to support various aspects of its sales, marketing and communications. The survey has also been used by a center within the school for research.
James Henderson, a professor at IMD and a member of the management team responsible for programs and innovation, provided the inside story about the Global Leader Index. Among the topics he discussed are:
- How to create a compelling lead magnet
- When to begin incorporating sales
- Tips on promoting a lead magnet
- The value of conversation-based marketing
- The importance of collaborating across an institution so various departments can benefit from the content initiative.
If you work in communications, admissions or marketing, or if you are senior leader concerned about yield rate, then you won’t want to miss this episode!
About James Henderson
James Henderson is Professor of Strategic Management at IMD. Prior to joining IMD, he was an Associate Professor of Strategic Management at Babson College and Babson School of Executive Education, based in Boston, MA.
His areas of special interest are:
– Strategy under uncertainty
– Competitive strategy
– Corporate strategy
– Strategy execution
The post FIR on Higher Education #60: How to Create a Compelling Lead Magnet to Support Lead Generation appeared first on FIR Podcast Network.
Many schools and programs seek ways to increase enrollment numbers. An optimal way to generate new leads is by creating a compelling lead magnet: offering a valuable form of content in exchange for a new user’s email address and other contact details.
A great example of an effective lead magnet within higher education is IMD’s Global Leader Index. (IMD is a business school in Switzerland and my former employer). The Global Leader Index is a survey in which individuals sign up and answer a series of questions. At the completion of the survey, respondents can see how their leadership skills compare to others. Over 12,000 individuals have completed the survey. The school has used this survey to support various aspects of its sales, marketing and communications. The survey has also been used by a center within the school for research.
James Henderson, a professor at IMD and a member of the management team responsible for programs and innovation, provided the inside story about the Global Leader Index. Among the topics he discussed are:
- How to create a compelling lead magnet
- When to begin incorporating sales
- Tips on promoting a lead magnet
- The value of conversation-based marketing
- The importance of collaborating across an institution so various departments can benefit from the content initiative.
If you work in communications, admissions or marketing, or if you are senior leader concerned about yield rate, then you won’t want to miss this episode!
About James Henderson
James Henderson is Professor of Strategic Management at IMD. Prior to joining IMD, he was an Associate Professor of Strategic Management at Babson College and Babson School of Executive Education, based in Boston, MA.
His areas of special interest are:
– Strategy under uncertainty
– Competitive strategy
– Corporate strategy
– Strategy execution
The post FIR on Higher Education #60: How to Create a Compelling Lead Magnet to Support Lead Generation appeared first on FIR Podcast Network.
Previous Episode
FIR on Higher Education #59: How to Think Through Your Media Monitoring
The success of a PR program hinges on monitoring. We need to have the tools in place to know not only what is being said about our brand, but also what is being communicated about our industries, competitors and audiences. We then need to have the appropriate systems to share intelligence with our different stakeholders, whether it be senior leadership, faculty, alumni and the communications team.
Episode 59 of FIR on Higher Education focuses on the best practices to consider in evaluating or setting up a media monitoring program. Chip Griffin, founder of the media monitoring service Custom Scoop and now the North America CEO for the media intelligence service CARMA, shares his insights as a thought leader in this particular space. Among the topics we address are:
- The importance of media monitoring as one thinks about strategic PR measurement
- Best practice in setting up a media monitoring operation and mistakes to avoid
- How to use media monitoring to engage alumni
- How to evaluate the different offerings on the market to suit your budget
About Chip Griffin
Chip Griffin believes in the power of words and the value of technology in communications. He currently serves as North American CEO and global head of marketing and product development for CARMA, a global media intelligence firm.
Previously, he was the Chairman & CEO of CustomScoop, a media monitoring and measurement service he co-founded in 2000 and sold to CARMA in 2015.
As a serial entrepreneur, Chip takes a no-nonsense approach that challenges conventional wisdom and identifies emerging trends. In recognition of his expertise, publications and event organizers frequently call on him to share his insight. A longtime innovator, Chip was recruited from his job on Capitol Hill to serve as CEO of an online media company when he was just 23 years old. He also has the distinction of being one of the first individuals to hold the title of Chief Digital Officer of a major public relations firm. A graduate of American University, he serves as Immediate Past President of the AU Alumni Association and a member of the School of Public Affairs Advisory Council.
The post FIR on Higher Education #59: How to Think Through Your Media Monitoring appeared first on FIR Podcast Network.
Next Episode
FIR on Higher Education #61: Using a Podcast to Sell a Course
On the FIR on Higher Education podcast, we have discussed how a podcast can be used in higher education to support big-picture objectives. We focused on using podcasts for events (with Donna Papacosta on episode 50) and how a podcast can be used to communicate research to a broader audience (with Chris Rose from the University of Texas Austin on episode 48).
On episode 61, we explore the topic of using a podcast to support the sales of a course or program with Victor Jimenez. Victor doesn’t work in a traditional higher education setting. However, like many in the higher education world, he needs to find ways to market and ultimately sell his online courses. Over 3,000 people have purchased his courses and Victor can attribute his popular podcast to a significant percentage of sales.
We specifically explore the following topics:
– The work that goes into building an audience.
– Using the podcast and email marketing hand-in-hand.
– Why you should give away your best content on a podcast and not worry about that saturating your teaching.
– When and how to directly sell a program or course through your podcast
– Mistakes to avoid
About Victor Jimenez
Victor is a coach and online course creator. His Cycling 360 Podcast has generated 30k –50k downloads per month (over 2 million lifetime downloads).
Victor and Kevin are leading a hands-on workshop on podcasting in Durham, North Carolina on November 15th. Learn more.
The post FIR on Higher Education #61: Using a Podcast to Sell a Course appeared first on FIR Podcast Network.
If you like this episode you’ll love
Episode Comments
Generate a badge
Get a badge for your website that links back to this episode
<a href="https://goodpods.com/podcasts/fir-on-higher-education-25583/fir-on-higher-education-60-how-to-create-a-compelling-lead-magnet-to-s-893528"> <img src="https://storage.googleapis.com/goodpods-images-bucket/badges/generic-badge-1.svg" alt="listen to fir on higher education #60: how to create a compelling lead magnet to support lead generation on goodpods" style="width: 225px" /> </a>
Copy