Lead acquisition strategy for education (business schools)

Written by

Maria Roca

SOCIAL ADS · 25 / 07 / 2019

Increasingly, institutions are becoming aware of the need to develop a lead generation strategy in the education sector. And with it, we will be able to attract more students, as well as to gain the loyalty of those who are studying or have already studied some kind of training. 

Educational marketing requires special treatment, through the implementation of specific campaigns to attract students. These should be oriented to the person, their aspirations and deeper insights.

Are you thinking of doing a lead capture strategy for your business school? In this post we tell you some basic tips to follow if you want to be the best. A good or bad strategy can mean the success or failure of campaigns.

What is a strategy?

Before you elaborate a strategy you must know what it means. It is a series of well-considered actions, aimed at a certain end. 

That said, before planning a lead acquisition strategy you will need to be clear on the target you want to get. The most common is the largest possible capture of potential customers.

Sales Funnel Phases

Before becoming a student, the user goes through 3 stages, the fourth of which is the purchase stage. 

  1. Interest: your potential student begins an investigation, generally relying on the internet, compares different products and services. You will understand that you have a problem, which is often related to the need to acquire more knowledge or specialize and grow in the market.
  2. EvaluationWhen they have decided on the type of product or service they need, they begin to compare institutions where they can be trained. This moment is one of the most important in the sales funnelas this could lead to the abandonment of some of these prospects to competition.
  3. Decision if you have not left the sales funnelThe user enters a phase of investigation of the school, its products and services that will lead him to initiate a negotiation that, in the best of cases, will culminate with a lead. In this phase there may be a number of factors which may make you choose your school. For example: the renown of the brand, the values of inscription, matriculation and monthly payment…
  4. Buy: in this moment the potential pupil has crossed all the phases of the sales funnel and moves on to the action of enrolling.

But this is not the end of everything, the relationship with the customer does not end at the time of purchase, your institution must maintain the relationship with the student to persevere their level of satisfaction and even increase their level of loyalty and commitment to the brand. Because a satisfied student is the best ambassador through his recommendations and word of mouth.


education leads strategy

In this funnel we can see that the % of person is decreasing as the phases go by. Your school’s goal should be to reduce this % as little as possible.

In a lead generation strategy, the objective will be satisfied when the person reaches the third phase, i.e. when he or she has been informed. 

We can count this with the number of forms completed, through which the user requests information and the department of the institution in charge of it responds to the user with the information requested.

To achieve this lead, your school must create expectation in the potential student, that is, hiding information in the landing of the program will be vital for him to feel that he needs more information immediately. Something that you consider the student classifies as important such as the price of the master’s degree, additional information about the residences abroad or promising a call in the event that the student leaves his or her lead.

Buyer person

education leads strategy

Another important issue in a lead generation strategy for education is to define your buyer person Or ideal customer. There are certain facts that are important to be clear about:

  • The age of your potential students
  • The socio-cultural level
  • Interest
  • What social networks you usually use in your daily life
  • Hobbies
  • Which brands you are most attracted to
  • Your professional goals

All this and much more is essential. I’m going to give you an example so that you understand much better what this is all about. In the education sector, and more specifically in schools specialising in postgraduate studies, we can often distinguish between master’s degrees: face-to-face, semi-presential or online. Each modality has a different person buyer. 

On the one hand, we’ll have a profile for a master’s degree. face-to-face in which the dedication you need is greater. Our potential student will be a recent graduate who is interested in further training and in the future be able to get a better job. Your social networks will be Facebook and Instagram. 

On the other hand, we have the profile for the masters semi-presential. They will have a greater range of age, between the 30 and 50 years approximately. Their social network of reference is Linkedin. 

Finally, the profile of the masters online. In this case the range of potential learners may be greater. But it will be a profile more similar to semi-presential. 

That said, this will help you direct yourself in a more positive way. custom to each type of profile. This is very important in the lead capture strategy because the more identified the potential student feels with the message with which you are impacting him the more identified and the more likely you will have to perform the action you are asking for.

Obtaining these data can sometimes be tedious, and in order to get them we can rely on current students, surveys, automation tools, or even telephone calls.


The lead generation strategy for the education sector will also be different depending on the markets we are dealing with.

education leads strategy

As we’ve been saying before, you won’t be able to use the same language in a campaign aimed at Spain than in another aimed at Europe or Latin America. The more specialized your student is, the more likely it is that your potential student will choose your brand and not that of the competition. It depends on the economic possibilities of your school, but ideally at least each country will be communicated in its official language. 

Apart from the language, the user behaviour is different depending on the country or set of countries. In general, lead acquisition in education tends to be higher in Latin America. This is something to bear in mind before starting to consider the strategy. You may consider working in a different way, for example a less restrictive form with fewer fields for those countries where they are more reluctant to leave their data. And on the contrary, taking advantage of those countries where giving information does not seem like a problem to them in order to get in a future much more relevant analysis.

Values that add value to the brand in a lead capture strategy

You also need to be clear about the values that add value to your brand and differentiate it from the competition. There are a number of attributes that you will need to highlight in order to attract the attention of your future lead. 

Some things that tend to attract attention in the education sector are: 

  • Academic collaborations, with other prestigious universities in the same city as your school or in other countries. Being the second one an opportunity to do residential abroad.
  • Networking, a possibility that today is highly valued because it helps you maintain business relationships. Create and develop business opportunities, share information and look for potential customers.
  • Employability collaborations, that is to say, agreements with brands interested in the students of your school.
  • Rankings, appearing in them gives your brand prestige.

A quality website

quality website is very relevant when it comes to capturing a lead in education. It must have an attractive design, it must be usable and easy to navigate.

education leads strategy

But it’s still better if your school can create landing pages specific without vanishing points, through which the potential student can escape to other parts of the web where the form is not implemented and end up leaving without leaving the lead.

education leads strategy

If you want to know more about the importance of having landing pages in the education sector This post tells you in more detail.

After having all these things clear and you can start with the capture of leads and you can do it through: 

  • Blog posts
  • Advertising on social networks
  • Video
  • Newsletter offer
  • Paid advertising

In the latter Digital Menta will be able to help you, through Adwords and Social Ads campaigns and get physical classrooms filled with a good digital strategy. Are you encouraged to start your strategy to attract leads for education?

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