There’s a funny old saying in marketing, “I know that 50% of my marketing is working–just not which 50%!” 

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This is dark humor for higher ed marketers struggling to tie their results to real marketing efforts. The fact is, as higher ed marketers are asked to work miracles with fewer and fewer resources, understanding exactly which marketing dollars are working is no longer a joking matter.

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Fortunately, Halda helps.

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Measuring return-on-investment with CRM integrations

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With Halda, you can see which leads took particular marketing actions before converting, and whether those leads eventually enroll.

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This is the most valuable information you can have as an enrollment marketer.

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With this information you can quickly invest in the marketing campaigns that are working and cut the ones that are wasting your money.

Some will say the answer for higher ed marketers is to drive more web traffic, but the more cost-effective solution is to convert your web traffic at a higher rate.

Our two-way integrations with top CRMs like Slate, Salesforce, and FACTS (we even became a Slate Preferred Partner in Spring ‘24) make this possible.

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We capture data on leads–who they are, which marketing campaign they came from, when they want to enroll–and transfer that info to your CRM. Then the CRM reports back to Halda how far each prospect eventually went down the funnel.

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Here is how you can do it:

1. Install our script globally: Halda will automatically create profiles for every visitor including what campaigns they have interacted with. No special set up required.
2. Retire your RFI forms: Upgrade your RFI forms on your campaign landing pages to Halda’s conversion experiences.
3. Connect Your CRM: Quickly integrate our conversion experiences (DLPs) to your CRM.
4. Convert More & Know More: That’s it! You will start converting 2x to 3x more from your campaigns AND Halda will give you perfect campaign attribution from campaign click down to enrollment (We can even attribute a lead today back to a campaign click 6 months ago!).

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Optimizing your website for conversion

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Telling the story of the marketing-to-lead-to-enrollment journey is crucial, but Halda also helps move students toward enrollment with website engagement tools that 3x-5x your lead generation.  

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Some marketers will tell you that their job stops at clicks and traffic. They get prospects to the website, but once there, those people are someone else’s problem.

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The good higher ed marketers are in it for the long haul. They want to drive quality traffic that enrolls, not only because that keeps a school healthy, but because they know that conversion affects their bottom line.

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Driving traffic is expensive business–and growing more expensive by the day. Yet, so often, traffic evaporates from the website without ever coming back. 87% of prospects who land on a school website spend around 60 seconds and never make a return visit. Some people will say the answer is to drive more traffic, but the more cost-effective solution is to convert your traffic at a higher rate. 

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Halda’s tools routinely convert organic traffic at a 3%-7% rate (compared to the 1% industry standard) by enticing visitors with personalized content tailored to their top-of-mind concerns. That represents a 300%-700% increase not only in conversion, but also in potential return on marketing spend if those leads become enrollments–which they are more likely to do if they interact with Halda’s tools.

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We were speaking conservatively in the title. The combination of marketing spend transparency and conversion boost really cuts your waste by more than half if you apply the data and tools effectively. To discuss how to do that, book a consultation with a conversion professional at Halda today.