High Intent Inquiry Blog - Part 1
Not All Inquiries Are Equal: How to Identify High Intent Inquiries
Why High Intent Inquiry?
Trick question: are these inquiry activities equally likely to influence a student to become an applicant?
- Liked a social media post
- Visited campus
- Connected through Naviance
- Opened an email
Of course not! So why not use these activities to identify different types of inquiries and give them different recruitment tracks? By assigning different categories to inquiries, institutions can take the first step towards focusing their recruitment efforts and investments on activities that have the most impact. Let’s walk through defining a high intent inquiry and identifying inquiries.
Defining a High Intent Inquiry
A high intent inquiry is a hand raiser demonstrating a heightened level of interest in your institution. They are informed, engaged, and receptive to receiving communication and advancing the relationship from inquiry to applicant and applicant to enrollee.
Institutions have become more advanced in the ability to track, model, and predict where students will come from through the adoption of CRMs and other technologies. The process of identifying a high intent inquiry can be as simple or as complex as your team’s data analytics expertise and investments.
For example, high intent inquiries are inquiries that visit campus, completely fill out a request for information (RFI) or connect with your institution through Naviance. Low intent inquiries are those that open an email without clicking, partially complete an RFI, or like a social media post. Each institution should use their own data to categorize high and low intent inquiries based on their own goals, strategies, programs, and current student base.
One benefit of using your own data is the ability to break down behavior categories specifically for your system. Most institutions track behavior in terms of opens, clicks, likes, day, and time. However, not nearly as many are tracking student life interests, academic interests, and number and type of touch points to see how those students behave through the entire recruitment cycle.
Five reasons why you should identify high intent inquiries:
- Maximize effectiveness of efforts.
- Prioritize your time.
- Digital marketing has become more competitive and less efficient.
- Bring excitement to your teams.
- It’s what the inquiring students want.
Next steps: use your resources to identify those who are demonstrating the most interest to maximize and simplify your approach. Doing this will save you time, money, and create more returns on your enrollment investments!
Now that you’ve identified high intent inquiries, check out “Part 2: What do I do with high intent inquiries?”
To learn more about how institutions are partnering with Intersect to reach and engage students, contact our team today.
How does Intersect by Hobsons deliver high intent inquiries for your institution?
A leader in education technology, Hobsons helps students to identify their strengths, explore careers, match to best-fit educational opportunities, create academic plans, and reach their education and life goals. Naviance, a College, Career, and Life Readiness (CCLR) platform under Hobsons, serves over 40% of all U.S. high schools. Intersect offers a unique channel to identify, engage, and recruit Naviance students, who are more likely to apply, admit, and enroll at your institution. Due to the Naviance process, the students that connect with an institution through Naviance have a higher level of demonstrated interest and are thus high intent inquiries.