In this editorial content that we offer you, we develop three key points: the basic principles of the inbound methodology (inbound philosophy, creation of buyer personas, and buyer's journey), radical changes in the process of recruiting students who choose the different courses of studies that offered by educational institutions and the inbound strategy, applied to education for creating opportunities for students both for them and for the institution that admits them.
The inbound methodology is a business growth-oriented approach that seeks to create meaningful and lasting relationships with consumers, prospects, and customers. It essentially consists of providing them with elements that allow them to achieve their goals in every one of the stages of the buyer's journey that they carry out with a company. The more satisfied the customer is concerning the shopping experience, the better results the company will obtain in profits.
The inbound methodology consists of three stages: attraction, interaction, and delight. Attract people's attention through valuable content in their discovery stage. Interact with them to offer them information and solutions that consider their needs and objectives, creating purchase opportunities in their consideration stage. Delight refers to providing help and tools to customers, once they reach the decision stage, and finally achieve their goals thanks to the purchase they make.
Based on this business model that seeks to provide solutions of genuine value to consumers, we have designed a strategy to implement inbound in schools, universities, and training courses, based on the creation of a buyer persona that defines students' profile (customers) who are going to enroll in a career, course, diploma or specialization proposed and dictated by your academy or educational institution.
Once you know the interests of your potential students, you must take care of generating valuable content taking into account the three stages of the buyer's journey, mentioned above: discovery, consideration, and decision, and adapting the information to the buyers' needs at each stage.
In this way, in the discovery stage, TOFU content will respond to the concerns of their problems (they want to study a university course of study); in the consideration stage, MOFU content will provide answers and possible solutions to your search (what courses of study attract you the most according to the results of your vocational tests?); and finally, in the decision stage, the BOFU content will provide you with specific specifications of the university course of study (years of study, cost, etc.) that the future student decided to study.
In this editorial content, we illustrate the inbound strategy applied to education with a clear and practical example of everyday life.
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