Buying journey in the Education segment: how to relate to your potential students

Education segment

Buying journey in the Education segment: how to relate to your potential students

Find out what kind of content to create for your institution’s potential students in each of the 4 steps of the buying journey!

We all follow a path until we decide whether to buy something or not. It is a process of choice that goes through a few steps. This path is what we call the Purchasing Journey and, in the Education segment, this is no different. After all, understanding this journey makes all the difference in the relationship with your audience and potential students.

The difference is that, in other markets, some journeys are quite short, as a purchase can happen on impulse. In the educational environment, hardly anyone chooses an online course or a degree on impulsiveness. The path to the decision is much longer.

This choice can represent an investment considered high or prolonged and, if made impulsively and wrongly, can bring bad reflexes that affect other areas of that person’s life. For example:

  • If a student chooses a language school with a methodology that is not compatible with their learning pace, that student’s goals will not be achieved;
  • He will have wasted time, feel frustrated, unmotivated and may give negative feedback towards the institution. Have you ever imagined the negative impact that this type of assessment can have on other people’s decision to choose this institution or another?

It is because of this journey to the decision that the education segment as a whole benefits from working with Inbound Marketing. It aims to ensure that the purchase or re-enrollment by a student does not happen on impulse. The relationship with potential students is maintained with content that takes into account four stages of the purchase journey :

  • Learning and discovery;
  • Problem recognition;
  • Solution consideration;
  • Evaluation and purchase.

But what is the shopping journey after all? How does it work in practice for the education segment?

To make it easier to understand the purchase journey in this segment, follow each of the steps below and the relationship exercised in different Education Institution profiles.

How do the 4 Steps of the Buying Journeywork for the Education Segment?

The Buying Journey is all the paths that a potential student or potential decision maker will take before opting for your company or educational institution. It goes from the stage in which the persona of the education segment starts discovering and getting to know the institution to the stage in which it becomes the right option for a student.

Here Blue World City is going to go through each of its 4 steps and indicate, in a practical way, what you must do in all of them to successfully apply the Inbound Marketing methodology.

Remembering that to put actions into practice, it is important to have an all-in-one tool, which has the main resources in one place for your Inbound Marketing operation to be more effective. Therefore, the tip is to use RD Station Marketing, the leading Marketing Automation tool in Latin America.

At the end of the content, you can check more details about this tool, chosen by more than 25 thousand companies to make more money with Digital Marketing and Inbound Marketing strategies. But first, let’s share the step by step of how the stages of the journey work.

1st step: Learning and Discovery

Not always someone who wants or needs to study knows for sure where to start looking or what the real reasons for this search are.

Some potential students may not even be looking for some kind of study or an institution. However, when they come across the website or social network profile a company that works with education courses and products, they need to find information that is attractive enough to pique their interest.

This stage of the buying journey is likely when the prospective student or decision maker will have their first contact with your institution. In addition to the website and social networks, this can happen through other digital channels, such as a blog, paid advertisements or with referrals from other people.

At this stage, it is important to produce and make available content that shows potential students an interesting topic. The goal is to make them want to go back to the channel where they found this information to move on to the next step.

An excellent attraction and relationship channel is the blog, as we mentioned in the post 5 points to understand the importance of the Blog in Educational Institutions.

Here below we leave several suggestions for themes for this step:

  • Why does studying X make a difference to Y?
  • The 10 benefits of a Z course for your career.
  • How the J methodology influences learning.
  • What is the role of A for the students of the future?
  • What Your Child Should Learn in the Early Years of School.
  • What does the job market expect from the professionals of the future?

2nd step: Problem recognition

After arousing the potential student’s interest, at this stage, you should show that he or she has a problem or growth opportunity that can be met in the field of education.

This potential student will start researching and interacting more with your brand. This will make the relationship between the institution and the Lead stronger. Curiosity about how to deal with this newfound need will lead you to consume more content.

The contents at this stage need to show alternatives so that this student or potential decision maker already begins to see possibilities for solving what they have just discovered.

Tips for steps 1 and 2 of the purchase journey for the Basic Education segment

In institutions that work with Basic Education, the purchase journey is not covered by the student himself, but by the decision maker of the student’s study, that is, parents or guardians. Here, steps 1 and 2 are very close, because attending Basic Education is a practice right decision for parents in relation to their children.

It is worth noting that this is a need that arises as soon as a child is old enough to start studying and is maintained, at least, until high school is completed.

In this regard, some of the needs that can be shown for these decision makers to take into account are related to these points:

  • The impact of the teaching methodology adopted by a school;
  • Values ​​in the construction of intellectual and social knowledge;
  • Fundamental care in the early years of a child’s education;
  • Preparation for a step beyond Basic Education.

Tips for Steps 1 and 2 of the Purchasing Journey for Higher Education

Higher Education, when we approach graduation, can approach Basic Education in the initial stages as it is a socially consolidated need. Thus, some pains that need to be recognized and dealt with for this profile are related to the impact of an undergraduate course on professional life. Some aspects to work on are market needs, salaries and areas of expertise.

When we talk about postgraduate studies, some needs to be recognized and addressed may involve career growth and improvement in a specific area of ​​expertise, as well as opportunities for salary increases in the area of ​​expertise itself.

Tips for Steps 1 and 2 of the Buying Journey for Open Courses

In institutions that offer open courses, people’s search is very much related to even more specific and quicker knowledge than in a graduate degree, for example.

The needs that need to be recognized may be linked to the achievement of a promotion at work, having more domain in a subject or improving some aspect of personal life, which may or may not reflect on professional life.

Here are some suggestions for content themes to work with:

  • How to learn more X?
  • 3 tips on how to get better grades in exams and entrance exams.
  • Everything you need to know about Y to take the next step in your career.
  • How to have professional success studying at home.

3rd step: Solution consideration

With the understanding of the need, the prospective student should feel the urgency to solve it, getting closer to considering the purchase. At this stage, your institution needs to show how it can start solving the problem with what you can deliver.

It is essential to show that the options they offer have the quality and accessibility they are looking for. This is important so that he doesn’t think about deciding on it later or consider competitors as a possibility.

Tips for step 3 of the buying journey for the Basic Education segment

At this stage, it is interesting to present content such as:

  • More detailed presentation of the pedagogical line followed by the institution;
  • List of values ​​she places as the basis of the teaching structure
  • The staff of teachers with an emphasis on the skills of each one;
  • Valuing the differentials with testimonials from parents of students and former students;
  • Show the success of the institution’s students in selection processes, student championships and other activities.

Tips for Step 3 of the Purchasing Journey for Higher Education

For undergraduates, it may be relevant to provide vocational tests, market assessments on positions and salaries for the areas of expertise of graduates in the courses, in addition to the possibilities of action that are not so widespread for a given training.

For graduate degrees, data on the need for specialists in certain fields in the market and graphs of career progression for those who hold this certification work well. Alumni testimonials and cases of academic and professional success also fit positively here.

Tips for Step 3 of the Buying Journey for Open Courses

This phase is the ideal time to offer exercises with themes from an institution’s course, parts of a handout and present the benefits of hiring a course or teaching and learning service.

You can also provide an option to send questions directly to teachers or tutors and apply placement tests. Social evidence, such as alumni testimonies, is also relevant here.

Here are some suggestions for content themes to work with:

  • See how student X got the job Y studying with us.
  • Why the W methodology is the foundation of our institution.
  • Access our free booklet and ask your questions.
  • Meet our students who have passed the Z entrance exam.
  • Attend a free class!
  • Find out what our alumni learned from us!

4th step: Evaluation and purchase

At this stage, the proximity with the future student or decision maker is greater and this is the moment when he will make the decision to choose his institution or not.

Use content and strategies that prove all the differences of your institution in relation to others and how it is by choosing your options that it will be able to achieve all growth goals related to the field of education.

Tips for step 4 of the purchase journey for Basic Education

This is the stage of introducing the institution to the family, either in person or through a virtual tour, showing parents and students the infrastructure.

It is still possible to make a kind of demonstration, allowing them to follow an excerpt of a class, get to know the class in which the student will be enrolled and solve any doubts they may still have.

Tips for Step 3 of the Purchasing Journey for Higher Education

At this stage, for both undergraduate and graduate studies, enrollment and tuition promotions should be offered, as well as scholarships, student aid (own or government) and incentive programs in general, as well as partnerships with companies for internship programs, for example.

Also, invest in CTA (call to action) buttons that direct the contact to your service team. See now some tips to increase enrollment on your Educational Institution’s website.

Tips for Step 4 of the Shopping Journey for Open Courses

This is a great time to offer free trial lessons! If your courses only work in the face-to-face model, close interested groups to present a special class.

For online courses, release a course module, talk about discounts in general and make the registration process as easy as possible.

Here are some suggestions for content themes to work with:

  • Meet our institution virtually and schedule your trial class!
  • Find out what student financing plans are available at our institution!
  • Test module 1 of our course and leave your opinion.
  • Access your free class!

Building the Buying Journey in Practice

The shopping journey is an important guideline for companies in the Education Segment to work with their potential students. It helps guide the production of content and understand the needs of the persona, which ensures the development of better strategies according to your goals.

Knowing the persona of your institution, use the journey to improve your work with Digital Marketing and attract more students. Take into account the peculiarities of each profile, but always keep in mind what needs to be offered to future students and when they will be prepared to receive it.

To put everything you need into practice and build this journey, you can count on RD Station Marketing, the leading Marketing Automation tool in Latin America. With it you have access to resources such as:

  • Creation of conversion pages for dissemination of courses (with ready-to-use templates);
  • Creating and sending Email Marketing campaigns (with ready-to-use templates);
  • Pop-ups and WhatsApp button on the website;
  • Lead Segmentation to chat with the right people at the right time on the journey;
  • Automation flows to create a customized experience at scale for your Leads;
  • and much more!

How about an example of who has already achieved great results? You can learn about the case of Conquer here, a company in the Education sector that has conquered more than 500,000 new students, even in the midst of the pandemic, using the features of RD Station Marketing.

Find out what kind of content to create for your institution’s potential students in each of the 4 steps of the buying journey! We all follow a path until we decide whether to buy something or not. It is a process of choice that goes through a few steps. This path is what we call the Purchasing…