How Alliance Manchester Business School Generates Leads Using Messaging
February 26, 2019
Alliance Manchester Business School is the largest campus-based business and management school in the UK. It provides industry-focused business and management education to undergraduates, postgraduates and executives. Based in Manchester, United Kingdom, Alliance MBS is in a competitive market and faces challenges in attracting the right MBA students.
Alliance MBS seeks out a certain type of candidate for its MBA and executive education programs: the accomplished professional who has reached senior management or beyond and wants to take his or her career to the next level. Identifying and reaching these individuals has been challenging with unreliable email lists and broader forms of display advertising, so the School turned to LinkedIn for a better window to the right prospects in the right mindset.
A New Approach
LinkedIn’s marketing tools have been tremendously influential in helping Alliance MBS connect with its target audience for MBA and executive education programs. Using a combination of LinkedIn Sponsored Content and LinkedIn Sponsored InMail (LinkedIn's messaging product), the Business School directs interested members toward its website for news stories, course landing pages, alongside student and alumni testimonials. The ability to filter by location, industry, and job seniority has been crucial.
LinkedIn campaigns continue to generate some of the highest quality leads when compared to our other paid activity. We can target precisely and optimise campaigns in real time to drive maximum return on investment and strengthen engagement with our audiences. — Martin Starkey, Marketing Officer, Alliance MBS
Engaging prospects directly and generating leads via InMail has been a primary focus for Alliance MBS. Martin Starkey, Marketing Officer for Alliance MBS, reports outstanding results on this front. With open rates checking in around 58% and click-through rates approaching 6%, he says the school’s campaigns are performing well above benchmarks, and he credits complementary Sponsored Content campaigns for helping raise awareness around the programs.
As advice for other marketers on the platform, Starkey suggests running multiple variations of ads and always A/B testing. "You can’t rely on things that worked in the past working again in the future, and you never know what types of insights this practice might yield," he said. "One thing we have found in the last 12 months is since we have changed from softer calls to action, such as ‘Discover More’ or ‘Find Out More’ to stronger ones such as ‘Watch,’ ‘Read,’ ‘Download,’ and ‘Register’ — that has really improved our engagement and click-through rates.”
Starkey added that Alliance MBS is seeing the quality and volume of its MBA applications increase year-over-year and its LinkedIn campaigns play a key role in achieving this ongoing success.