Summary:
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Raise referrers’ social capital by providing interesting or useful information to forward to friends: Use “infotainment” (fun, personalized video; industry news) to encourage cold leads and current prospects to forward content to friends; the key is that the original recipient feels their reputation is boosted by sending enjoyable videos or emails to their network.
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Use physical gifts to provide campus feel for online students: Mail a low-cost physical memento to congratulate online degree alumni, including transferrable next-course-free vouchers they can use for their next degree or as a “gift” to a friend.
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Develop easy-ask mechanisms for course testimonials: Ask students to provide course ratings and testimonials when they’re especially receptive (e.g., just completed a course, submitting a grade request); make submission as easy as possible by embedding the request as a “pop up” on the website that the student is already on, with no extra navigation needed.
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Select dedicated leads-passing alumni: Recruit a committed corps of alumni who receive training and a small incentive to pass qualified leads to your institution, with follow-up from university staff.
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Provide incentives for most-networked and motivated leads-passers: Develop a tiered structure with VIP benefits to incentivize the most-networked and motivated alumni referral scouts to pass more leads; share top referral success stories with larger group to provide aspirational role models and share best practices.
Link:
https://www.eab.com/research-and-insights/continuing-and-online-education-forum/studies/2013/reaching-search-and-shop-students/rewarding-word-of-mouth-referrals
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Tags:
eab marketing students testimonials web audit communication
Date tagged:
10/25/2018, 12:39
Date published:
10/25/2018, 08:39