Editor’s note: This is the first in a series of blog posts focusing on best practices for lead generation in the online education industry.

Year after year universities struggle with enrollment rates. At the same time marketers are testing new advertising channels, shifting budgets, designing new creative assets and everything in between to reach that seemingly elusive enrollment goal.

But why is nothing changing? Why are enrollment rates dropping after all that investment in time, money and effort?

It’s simple, really: The first point of contact is your first impression and it can make or break the success of a prospect’s enrollment. The best advertising campaign in the world is frustratingly useless if the admissions process deters prospective students.

Many universities with large marketing budgets fail to focus on what’s happening right under their nose, and in most cases, right down the hallway. I have seen everything from a first point of contact being a direct-mail piece to callbacks that occur two weeks after an online information request is submitted.

A successful online marketing campaign for a college or university isn’t just measured by a conversion rate. Performance marketing in education requires three critical components to be successful:

1. High-quality traffic sources: You need to have traffic (students) who are interested in learning more about a particular school.
2. Optimized creative: A high-quality landing page, great email design and banner ads that really catch the eye of prospective students.
3. Structured workflow: A cohesive admissions process that is ready to work a lead.

You can leave the first two requirements to the experts at MediaWhiz. We know what converts well in terms of website and landing-page design and we know what media mix will work best for you based on your program offerings, location and unique application requirements.

The third component is where you and your admission team come in. The admissions process needs to be prepared for these new prospects, armed with answers to their questions and the ability to guide them in the right direction based on their needs.

Below are a few best practices to follow to ensure your admissions team effectively and efficiently closes the loop from the time an information request is made to the ultimate goal of enrollment.

1. Your first point of contact should be a phone call. Anything less puts you light years behind your competitors who are using this tactic.
2. Call the prospect within 24 hours. Some schools call back within the hour, but manage these times within your team’s bandwidth.
3. Make sure your team has some sales background. At the end of the day you need your team to sell your school and help finalize the decision process for the potential student.
4. Make sure your Admission Representative:

• Asks open-ended questions
• Probes to identify buying motives
• Acknowledges prospects needs and concerns
• Links program details to buying motives
• Uncovers objections
• Addresses objections with solutions
• Creates a sense of urgency
• Gains commitment

5. Have a strong call closing. Assure that the prospect begins the application process immediately or that they have everything they need to begin the application  before ending the call. I’ve seen too many universities direct their prospect to an email that often ends up in the spam folder. Needless to say, the application process ends there.

6. Follow up on the prospects that are not interested at this time. If a prospect doesn’t sign-up after two weeks, it doesn’t mean they won’t sign-up in the future. All it costs is the price of a stamp or an email distribution to stay in touch with the prospect for as long as you wish. Some take up to a year to decide to attend college.

The purpose of advertising is to sell. It’s crucial, therefore, to have a strong admissions team that can sell the school and its programs and get the prospect to begin the application process while on the phone. Unfortunately, education will not sell itself. The competition in the education market is only getting stronger. If you’re not managing your lead flow efficiently, you could be handing hundreds of thousands of enrollment dollars to your competitors.

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What’s driving the biggest gains in Facebook’s worldwide growth? It’s not the U.S. It’s emerging markets.

According to eMarketer, India, Brazil and Russia, along with the Middle East and Africa, are contributing the most new users each month to Facebook. According to new estimates from eMarketer, Facebook will pass 1 billion active users worldwide in 2013 as the company sees particularly strong growth in its Asia-Pacific, Middle East and Africa, and Latin American user bases, with each region set to rise by about 30% or more this year. By next year, Facebook will reach 1.26 billion global users.

These astonishing numbers — the sheer fact Facebook will soon have 1 billion active monthly users worldwide — combined with Facebook’s recent implementation of new CPA bidding for direct marketers, portend huge opportunities for performance and affiliate marketers. Just tapping into 1/10^th of this user base could hold significant potential online marketing value to most brands.

What is your brand doing to tap into Facebook’s expanding performance marketing opportunities?

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What are your plans for early June? An early beach vacation, perhaps? Maybe you’ll be stuck at work, patiently counting down the days until your two-week siesta in Madrid. Better yet, why not join MediaWhiz at the annual Association of Private Sector Colleges and Universities (APSCU) Convention and Expo.

That’s where you’ll find us June 5-7 at the Rosen Shingle Creek resort in Orlando, Fla. There, you can chat with Kristen, Kyle, Caroline and Shon from the MediaWhiz team at booth #708. We’ll be on-site throughout the convention to discuss our education-specific performance marketing services, including our new education portal, ChooseYourColleges.com.

About MediaWhiz’s Education Marketing Services

MediaWhiz has the lead-generation tools to make your student prospecting strategy a success!

We offer a comprehensive suite of performance marketing tools and services designed to help advertisers, colleges and universities engage, enroll and retain prospective students. Our education-specific Internet portal, ChooseYourColleges.com, offers a well-balanced lead-generation platform that helps students narrow their search by curriculum, geography and affordability.

By using a variety of online marketing channels MediaWhiz can accurately target, attract and help match prospective students to schools that meet their needs. We ensure a consistent flow of highly qualified candidates for our advertisers and abundant traffic for our publishers.

Must-Have Information

MediaWhiz will be exhibiting at the APSCU Convention and Expo, June 5-7, at Rosen Shingle Creek resort, Orlando, Fla.

Meet us at booth #708.

Contact Kristen Pulver for more information or to schedule a meeting with us at the show.

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Editor’s note: “Ask the Performance Marketer” is a regular series in which MediaWhiz’s performance marketing, SEO and digital media experts answer some of the most popular questions we from clients. 

To get more answers to your performance marketing questions, download our free eBook, “The CMO’s Guide to Performance Marketing.”

DOWNLOAD THE FREE EBOOK   

Mike Sisto, MediaWhiz’s director of performance marketing, has worked in performance marketing for 14 years. He’s seen it all, from the earliest days of the industry to the current evolution in which media, mobile, content, SEO and many other digital media channels are mixed together. Needless to say, he knows how to help his clients engage, acquire and retain customers more profitably.

Recently, we sat down with Mike to discuss some of the most common questions he gets from clients about accountability in affiliate marketing campaigns, email acquisition and optimizing lead quality.

How do you ensure accountability of affiliates for campaign and creative materials compliance?
We first establish accountability with each affiliate by employing a suite of external and internal tools to monitor advertisements. We hold publishers accountable for compliance violations. Once our high standards are made clear, the possibility of losing out on business due to compliance violations exerts pressure on affiliates to comply with advertiser guidelines. With adherence, publishers have the opportunity to cultivate a long-term business relationship with MediaWhiz as they continue to provide quality traffic via compliant marketing practices.

My company isn’t very familiar with email acquisition marketing. Where does MediaWhiz get its opt-in subscribers and what are the CAN-SPAM-compliance steps we need to adhere to?
Our WhiteDelivery™ list management division has arrangements with thousands of publishers to monetize their opt-in email data. These publishers range from finance, dating, news, travel, etc., and each list’s characteristics are segmented in a manner to match each audience to each advertiser in the hopes of acquiring the most customers from each mailing. The tens of millions of records we have access to generally are available on a pay-for-results model, making branded acquisition campaigns extremely scalable and immediately profitable for marketers.

CAN-SPAM-compliance for both WhiteDelivery™ and the advertiser’s brand are of critical importance. While federal law requires certain timelines for suppression files and unsubscribe language within email creatives, our standards offer higher degrees of respecting consumer privacy requests. This level of compliance reduces advertiser complaints, improves our reputation with the major email Internet service providers (ISPs), and maintains brand integrity — all of which produces the greatest amount of consumers with genuine interest in particular offers, and opts them out quickly when there isn’t an affinity.

How do you optimize the lead quality over time?
Web traffic is not a one-size-fits-all pool. Having thousands of disparate audience segments to market an offer to, MediaWhiz’s media planners take the first step of strategic campaign analysis. With more than a decade of past performance metrics to cull from, our team has the directional insights for each category of offer from the outset, thereby placing new campaigns into environments where profitable acquisitions have historically occurred. These placements, over time, could further be whittled down to the cream-of-the-crop with frequent collaboration with the advertiser on their lead-nurturing efforts per traffic source. Our employment of industry-standard URL, subID and transaction ID recordkeeping makes for a start good and ensures our clients receive high-quality leads.

Have a question about performance or affiliate marketing? Drop us a line in the comments below or tweet us at @MediaWhizInc. 

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MediaWhiz Senior Vice President of Media Services Peter Klein is a fount of information about performance marketing. Especially affiliate marketing. The guy loves affiliate marketing. The good kind, of course. Not the fraud-based affiliate marketing of the past. That kind of junk pains him. It

It’s with this perspective in mind that I recently sat down with Pete, who oversees MediaWhiz’s affiliate marketing business, to discuss a topic that he is particularly passionate about: launching performance marketing campaigns. damages the industry’s reputation, he says, and makes it harder for reputable affiliate networks, such as MonetizeIt, the MediaWhiz affiliate network, to earn the trust and business of today’s digitally savvy CMO.

Pete’s so passionate and informed about this topic, in fact, that he’s written an eBook on it called “The CMO’s Guide to Performance Marketing.” You can download a free copy here.

Download the Free eBook

Recently, I asked Peter to describe how marketers can launch their own performance marketing campaign. Here he outlines the five steps every marketer needs to take to launch a successful performance marketing campaign:

Step 1: Define Your Goal

Defining the goal is important because in most cases campaigns fail because there is no strategic goal in place. What are your goals? Are you interested in generating leads or interested in generating sales? It’s best to figure out what your desired outcome is and have a defined goal that you will be targeting for the campaign.

Step 2: Choose the Right Affiliate Network

I highly recommend conducting thorough due diligence when searching for an affiliate network, just like you would with any other business partner. Make sure you figure out how long they have been in business. What kinds of support team is in place? What verticals do they specialize in? Learn the affiliate network’s financial background and history.

All of those factors are important when figuring what affiliate network you want to work with. Once that is done, it’s best to start with one affiliate network because it will allow for a smaller budget at the start of the campaign. Get some success under your belt with a small affiliate campaign and then start branching out and expanding your campaign with multiple affiliate networks.

Step 3: Plan the Media Mix

The beauty of a media mix with performance marketing is that you have access to so many different media channels like social, mobile, display, search, email, incentivize, co-registration and so much more. The list goes on-and-on.

Make sure you know how much money you want to spend and what channels you want to test. After picking your channels invest between $5,000-$10,000 in each channel. Based on your results, either hone in and remove channels that didn’t work or expand into other channels.

Step 4: Monitor the Campaign

Once your performance marketing campaign has launched you must follow the key objectives and needs of your campaign. There are compliance issues and regulations that could arise. It’s important to ensure every aspect of your campaign – and the work of your performance marketing agency or affiliate network – is compliant and that your brand integrity is being maintained and accurately represented within the marketplace. It’s also important to ensure results are trending in the right direction, your budget is being filled in a proper manner and your key performance indicators are being hit.

Step 5: Optimize

Optimizing your performance marketing campaign comes down to looking at all your media spend and making sure that within each channel you are paying appropriately for the leads. Some quality sources might be fantastic and you might want to pay more for those leads in order to bring in a larger volume. Other quality sources might be poor but will still viable. In that case, you may want to pay less for those leads. Really focus on optimizing to hit your target return on investment.

To get a more detailed description about affiliate marketing and how to start your own affiliate marketing campaign download our free guide, “The CMO’s Guide to Affiliate Marketing.”  To keep up to date on all things MediaWhiz follow us on Twitter @MediaWhizInc, like us on Facebook  and follow us on LinkedIn

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With last week’s news of a major affiliate network closing its doors, we wanted to remind you that MonetizeIt, the MediaWhiz affiliate network, remains one of the strongest affiliate networks in the industry. It was just three months ago that mThink ranked MonetizeIt as the No. 5 affiliate network in the world.

We’re rapidly expanding our affiliate network to include new offers in mobile, as well as game and app downloads, dating and entertainment offers. These are in addition to MediaWhiz’s extensive selection of branded campaigns in verticals such as finance, education, health and beauty and insurance.

A full listing of all of our campaigns can be found by logging into MoneitizeIt.com. And if you’re not a MediaWhiz affiliate, what are you waiting for? We’ve made it easier than ever to join our affiliate network and start monetizing your site(s).

Join MonetizeIt today

If one of your affiliate partners or advertisers now finds themselves stranded after this week’s news, please send them our way. We welcome their business, as we can offer substantial scale and reach, a full range of verticals, international presence, financial strength and a strong reputation in the industry.

As always, any business you refer to MonetizeIt will earn you a 3% lifetime referral bonus. So don’t delay! Talk to your affiliate partners and advertisers today and ask them to join MonetizeIt.

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Yesterday, we announced an important milestone in the 10-plus-year history of MediaWhiz: the expansion of our affiliate network, MonetizeIt. As part of our cross-publishing capabilities with our parent company Matomy Media Group, we are now able to offer a broader selection of domestic and international affiliate marketing campaigns, including game and mobile app downloads, as well as entertainment and dating campaigns. These are in addition to our extensive selection of branded campaigns in verticals such as finance, education, health and beauty and insurance.

This initiative represents an important step in our integration with Matomy and follows the recent launch of MediaWhiz Mobile, our mobile performance marketing practice.

Approximately 150 new domestic, international and mobile affiliate campaigns will initially be available through our affiliate network, MonetizeIt. We’re also expanding our base of experienced publishers, allowing advertisers to garner additional traffic to their websites and mobile apps.

Publishers interested in joining MonetizeIt can do so here.

The addition of new affiliate marketing campaigns and verticals is a great benefit to our advertisers and publishers. New affiliates have more opportunities to join our network, while our advertisers benefit from additional domestic and international traffic sources.

Here’s a look at the full scope of benefits for publishers and advertisers:

Benefits for Publishers

Publishers will gain a variety of benefits from MediaWhiz’s new domestic and international affiliate marketing campaigns and verticals, including:

• Improved access to join MonetizeIt, the MediaWhiz affiliate network
• Mobile-specific affiliate marketing campaigns
• 3% lifetime referral bonus
• Utilization of Matomy Media Group’s mobile tracking capabilities for a wide array of mobile campaigns

Publishers interested in MediaWhiz’s enhanced domestic and international affiliate marketing campaigns should contact Kyle Hanzas, director of business development, at +1 212.209.0023 or khanzas@mediawhiz.com.

Benefits for Advertisers

Advertisers will gain the following benefits from MediaWhiz’s expanded affiliate network:

• Access to a broad range of domestic and international traffic
• Testing and scale via in-house social media, search and display advertising teams, which generate more than 40 billion impressions per month
• In-house compliance monitoring

Advertisers interested in monetizing their domestic and international traffic with MediaWhiz should contact Daryl Colwell, senior vice president of business development, at +1 646.442.5513 or dcolwell@mediawhiz.com.

A full listing of all of MediaWhiz affiliate marketing campaigns can be found here.

And if you or your affiliate partner have been stranded after this week’s news, please contact us and feel free to send them our way. We welcome all business, as we can offer substantial scale and reach, a full range of verticals, international presence, financial strength and a strong reputation in the performance marketing industry — we’re ranked as the #5 CPA Network.

As always, any business you refer to MonetizeIt will earn you a 3% lifetime referral bonus. So don’t delay! Talk to your affiliate partners and advertisers today and refer them to MonetizeIt.

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In the Digital Age of marketing, connections are everything. Whether it’s connections with consumers (what modern marketers now call “engagement”), connections between consumers and brand advocates or consumer-to-consumer-to-brand connections by way of online review sites, we live in an increasingly interconnected world. Our offline lives have largely merged with our online lives.

Yet one critical aspect of consumers’ offline and online connections has been missing — until now. The announcement by Facebook of the launch of new “partner categories” marks a critical turning point in marketers’ quest to connect offline consumer purchasing habits and intent with online advertising opportunities.

Here’s how AdExchanger described the new ad targeting tool:

“Facebook is adding new offline purchase data from Acxiom, Datalogix and Epsilon. Advertisers can now target people who buy lots of frozen veggies, for instance, or children’s cereal. They can pluck these segments from Facebook’s self-serve interface, alongside its own social data. … It’s just the latest move in a sustained effort by Facebook to absorb the methods pioneered in traditional display over the past decade.”

What ‘Partner Categories’ Mean for Performance Marketers

Facebook’s new ad targeting tools will have a significant positive effective on many aspects of online marketing and advertising. Performance marketers may benefit the most from this new advertising tool. The ability to connect consumers’ offline purchases with potential intent to purchase via Facebook, and then to serve that consumer a relevant ad or lead generation opportunity, has long been one of performance marketers’ top wishes for Facebook advertising.

Here’s how MediaWhiz Senior Vice President of Media Services Peter Klein put it when I asked him yesterday for his thoughts on these new ad targeting tools from Facebook:

“This is a great move by Facebook. Facebook’s “Partner Categories” ad targeting tool clearly lends itself to better targeting of consumers and less irrelevant ads.

“Many big brands like GM walked away from Facebook after having issues getting an accurate read on its marketing ROI versus other online advertising channels. The launch of partner categories will help advertisers recognize a return on their marketing investment with Facebook. More importantly, though, it will help both marketers and advertisers move one step closer toward understanding how consumers’ offline purchasing habits and intentions influence their online activities, and vice versa. This is something that performance marketers have long desired when using Facebook for lead generation and display advertising campaigns.

“The launch of partner categories will also help Facebook become a more friendly performance marketing channel. The use of low engagement “likes” will come to an end and be supplanted with a true ROI-based ad model. The upfront cost to advertisers and marketers may end up being higher, but the results on the backend will more than offset for the difference. The naysayers who are fixated on online privacy should recognize that this will help better serve the consumer — one who has already willingly registered to be there.

Brands that wish to engage, acquire and retain customers more profitably would be wise to begin testing Facebook’s partner categories ad targeting tool. It offers marketers the ability to connect consumers’ offline purchasing history with their potential online actions. That is a level of customer that performance marketers can truly appreciate.

How do you think Facebook’s new “partner categories” ad targeting tools will impact online marketing? Are you planning to start using these new tools? 

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LeadsCon, a lead-generation conference, wrapped up its West Coast show in Las Vegas last week. The MediaWhiz team was all over the conference, starting with the first day’s Buyers Summit (March 18), and ending with an afternoon panel March 20 on mobile lead generation.

Beyond the ideas and insights our own team brought to LeadsCon, we learned a lot from the dozens of other speakers and vendors who were in attendance. Below is a quick synopsis of our top-3 takeaways from LeadsCon Las Vegas 2013.

RELATED: Check out our photo slideshow on Facebook from LeadsCon Las Vegas. 

Trend #1: Mobile Here, Mobile There, Mobile Everywhere

Not surprisingly, mobile dominated many of the panels and presentations at LeadsCon.

Taking a page from that meme, we launched MediaWhiz Mobile at the conference. Serving as our official mobile performance marketing practice, MediaWhiz Mobile offers clients and publishers mobile performance marketing campaigns and offers across a wide range of online marketing channels, including affiliate marketing, email, social media, display, search, SEO and lead generation.

In a March 20 panel hosted by MediaWhiz (“Taking Lead Gen Beyond the Desktop”), panelists discussed best practices for mobile lead generation. One issue panelists highlighted was the need to prepare call centers for the potential flood of incoming calls that could result from making mobile landing pages too easy to convert.

Trend #2: The Rise of Performance and Affiliate Marketing

While mobile’s value in performance marketing continues to grow, so does the industry as a whole. This is particularly the case with affiliate marketing, which seemed to capture the attention of many LeadsCon attendees who are looking for an edge in their lead-gen campaigns.

In a March 19 panel moderated by MediaWhiz Senior Vice President Peter Klein, a quintet of speakers ranging from representatives of an affiliate network, SaaS provider, major brand and agency executive, debated some of the biggest myths surrounding affiliate marketing.

This point was driven home by Neustar’s Chris McArdle. He ended the discussion on a high note, stating unequivocally: “Affiliates are amazing. They generate far more traffic [for brands] than traditional advertisers.”

We couldn’t have said it better ourselves, Chris.

Trend #3: The Evolution of Lead Generation

Every so often, talk rises up within the performance marketing industry over whether lead generation is dead, or at least dying off. As DM Confidential’s Jason Hahn noted in a wrap-up article from the LeadsCon Buyers Summit, several end-buyers of leads are openly questioning the value of the very thing they buy: leads.

Writing about the panel, “What’s in a Name: Is ‘Lead a Bad Word?” Hahn notes that some marketers consider “lead” a bad word and are seeking to replace it with a more relevant term. Reactions of the panelists ranged from “It’s somewhere between bad and confusing” to “it’s a perception” problem when describing what they think of the term “lead.”

What do we think? As we wrote on Twitter in response to the DM Confidential article, “lead” isn’t a bad word. Quite the contrary. But to dispel the perception issues, performance marketers should focus more on profitable customer acquisition for clients. Ultimately, that is what brands are looking for when they engage a performance marketing agency or affiliate network – customers.

Did you go to LeadsCon Las Vegas? If so, what were some of the big trends you took away from the conference? Share your thoughts with us on Twitter at @MediaWhizInc or in the comments section of this post. 

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Last week, we announced the launch of our new mobile performance marketing practice, MediaWhiz Mobile. While it doesn’t mark our first foray into mobile marketing, it does represent our most significant and dedicated focus on the immense online marketing and advertising opportunities of mobile.

What this launch means for MediaWhiz, however, is insignificant compared to the value we believe it offers our clients. MediaWhiz Mobile will help advertisers more profitably engage, acquire and retain customers across what has rapidly become the most relevant and important digital marketing channel: mobile.

Why the launch now? As I told A4U in announcing the new service, we absolutely believe that mobile lead generation is the future of online marketing.

Consumers are projected to spend $119 billion worldwide on goods and services from the mobile and tablet devices by 2015, according to ABI Research. And with upwards of 70% of online advertising spend in the United States going toward performance-based advertising, it’s clear that advertisers are hungry for performance-based mobile marketing services that do far more than branding. They want mobile marketing services that help their brands profitably engage, acquire and retain customers in the mobile space.

Increasingly, consumers are ditching their desktop computers in favor of their smartphones and tablets. The opportunities these devices offer brands and marketers to reach, connect with and influence the purchasing habits of consumers is beyond what many of us considered possible just five years ago. More importantly, mobile and tablet devices offer advertisers an immense opportunity to acquire customers instantly and to generate leads at the click of a button.

MediaWhiz Mobile is here to service those opportunities across a variety of online marketing channels, including affiliate marketing, display advertising, search, SEO, lead generation and email.

You can read more about the launch of MediaWhiz Mobile in A4U, Adotas and Revenue Performance magazine, among other publications. For this post, I wanted to focus on the two critical ways we think MediaWhiz Mobile will benefit advertisers and publishers.

Domestic or International, We Have You Covered

Whether you’re trying to acquire customers from Chicago to Cairo, or just launching a new affiliate offer in the middle of Iowa, we have you covered with MediaWhiz Mobile. For publishers with access to mobile traffic, MediaWhiz can provide both domestic and international mobile offers through our partnership with Matomy Media Group across multiple verticals. Clients can receive mobile traffic and new customers from several sources, including display, mobile search, social and affiliate marketing.

Best-in-Class Technology with RingRevenue

We also advertisers the ability to create click-to-call campaigns through our partnership with RingRevenue, the industry-leading provider of call performance marketing solutions. This creates a new, high-quality channel of lead generation for mobile campaigns. Publishers can track their mobile affiliate marketing campaign metrics run through MonetizeIt, the MediaWhiz affiliate network, and optimize those campaigns in real time.

Running mobile affiliate marketing campaigns enables us to offer clients and publishers a more diverse set of online marketing options. Having the click-to-call tracking capabilities of RingRevenue allows us to offer clients and publishers more robust and accountable metrics to demonstrate the performance of their mobile affiliate marketing campaigns.

Mobile isn’t just the future of marketing; it’s also the future of online lead generation and customer acquisition. MediaWhiz Mobile is our answer to this fascinating and growing field and we’re thrilled to be able to bring it to market.

Companies interested in utilizing MediaWhiz’s mobile performance marketing services should contact Daryl Colwell, vice president of business development, at +1 646.442.5513 or dcolwell@mediawhiz.com.

How is your brand utilizing mobile for its lead generation and customer acquisition campaigns? Let us know in the comments section.

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