The higher education landscape is changing. More students are seeking flexible learning options, and digital channels are playing a bigger role in enrollment decisions. For institutions looking to attract and engage graduate and adult learners, understanding how they search for programs is key.
With 1,200+ education organizations globally trusting Meritto’s Higher Education CRM, we’ve identified five major channels that drive student interest and enrollment. If your institution isn’t leveraging these, you may be losing out on potential students.
1. Search Engines: The First Stop for Most Students
Prospective students today begin their search online. More than 50% of applicants use search engines like Google to explore programs. If your institution doesn’t appear in relevant search results, you risk losing valuable leads.
How Meritto Helps:
- SEO-Optimized Lead Generation: Meritto’s CRM for higher education integrates with digital marketing tools, ensuring your institution ranks for high-intent keywords.
- Real-Time Source Tracking: Understand where leads are coming from and optimize your strategy.
- Google & Facebook Ad Connectors: Run high-performing campaigns directly from the CRM dashboard.
Actionable Tip:
Invest in paid search ads and SEO strategies to ensure your programs appear at the top of search results.
2. University Websites: Your Digital Front Door
Nearly 35% of prospective students turn to university websites to explore programs, tuition details, and faculty information. A poorly designed website can instantly turn away potential applicants.
How Meritto Helps:
- Student Enrollment Portal: Provides a centralized hub where students can browse programs, apply, and track their applications.
- Advanced Query Management System: Automates responses to common student inquiries, ensuring faster engagement.
- One-View Lead Profile: Tracks every student’s interaction with your website, enabling better follow-ups.
Actionable Tip:
Ensure your website is mobile-friendly, easy to navigate, and has clear CTAs to drive inquiries.
3. Social Media: The Power of Peer Influence
More than 23% of students use social media to research programs. Younger audiences prefer Instagram, while older applicants engage more on LinkedIn and Facebook.
How Meritto Helps:
- Omnichannel Engagement Suite: Automates outreach across WhatsApp, SMS, email, and social media.
- Drip Marketing Workflows: Nurture students with personalized messages based on their stage in the application process.
- AI Chatbot (Niaa): Engages with prospective students instantly, answering queries and collecting lead data.
Actionable Tip:
Use social media ads and student testimonials to build credibility and drive engagement.
4. Email: The Underrated Conversion Tool
While newer platforms dominate student engagement, email remains a key driver of inquiries. Nearly 20% of students rely on emails from universities to explore programs and application processes.
How Meritto Helps:
- Automated Email Sequences: Send personalized follow-ups based on student behavior.
- Email Tracking & Analytics: Monitor open rates, click-through rates, and conversions.
- Lead Scoring & Nurturing: Identify high-intent students and prioritize follow-ups.
Actionable Tip:
Use segmented email campaigns to send tailored messages based on student interests.
5. Word of Mouth: Your Best Marketing Asset
Around 20% of students consult friends, family, and alumni when deciding on a program. Creating a strong referral network can drive significant enrollments.
How Meritto Helps:
- Alumni & Referral Campaigns: Automates outreach to past students, encouraging them to share their experiences.
- Engagement Score Tracking: Identifies students most likely to refer others.
- 360° Communication Suite: Ensures personalized engagement across all touchpoints.
Actionable Tip:
Encourage alumni to share testimonials and success stories to attract more applicants.
Conclusion: Aligning Your Strategy with Student Behavior
Graduate and adult learners are researching programs across multiple channels. To stay competitive, institutions must adopt a multi-channel approach.
Meritto’s Higher Education CRM simplifies this process by integrating lead management, marketing automation, and omnichannel communication. With real-time insights, institutions can track student behavior and optimize engagement strategies.
Ready to enhance your enrollment efforts? Schedule a demo today and see how Meritto can transform your student recruitment strategy.
