Market Testing Content for Prospective Parents

Market Testing Content for Prospective Parents

You’ve just put the finishing touches on a slam dunk content piece that will win the hearts and minds of prospective families everywhere!

Your team agrees and the champagne is ready to pop! 🍾πŸ₯‚

You push it out to prospective parents. The open rate is awesome, but the click-through rate is…

Here are 3 reasons they didn’t click on your content.

  1. Time
  2. Incentive
  3. Interest

This quick-tip video will focus on how to market test for interest. Then look below for tips on #1 and #2.

Bonus tip 1: To reduce time friction, send emails to prospective parents early on Sunday or Saturday (in that order), or Wednesday, Tuesday, or Thursday (in that order) after 9 PM.

Bonus tip 2: To incentivize parents to enter and move down the funnel more quickly, consider waiving the application fee if a family applies before a certain date. The earlier you get that information, the more time you have to build rapport and start building a case for why they should choose your school if accepted.

by Trevor Waddington, Founder & President, Truth Tree

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