Category Archives: Marketing

Can AI Be Used to Produce Videos?

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Can AI Be Used to Produce Videos?As Bots, AI and Natural Language Sequencing Grows in Popularity, Can They Be Used to Produce Videos?

So to Answer the Question; Can AI Be Used to Produce Videos?

Yes, our AI powered bots are now producing videos. They use website copy to automatically produce the script and. They then select keywords from that script to select images from a vast collection of photos and can even find suitable music from similar music databases.

Over time the system’s AI learns to improve image selection.

These videos are ideal as video teasers to take someone from an online ad or social media to a full webpage where the sales funnel or conversion process can continue.

This type of video is proving very successful in attracting initial attention.

Where a longer video is required we recommend making a series of mini videos that can then be run in sequence. About one minute seems to be the ideal length for each min video.

Want to see the quality of these videos?

Here are a couple we made earlier.

 

 

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Why Do 50% of College Course Enquiries Get Ignored?

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50% of FE college enquiries go UnanswerdWhen the Sector Cries Out for Students and Income; 50% of Course Enquiries are Going Unanswered.

Its incredible .. but our recent mystery shopping survey  results are clear. Read more in our Exclusive Article on FE News ……. 50% of FE Enquiries Go Unanswered 

 

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Who Can Use a Chatbot?

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ChatBots Can Be Used aNywhere You Have a Digital Human Interface.Bots Can Be Used Wherever You Have a Digital Presence. That Not Only Includes on Social Media such as Facebook; but also on Websites, in CRM Systems, Chatlines and even Telephone Systems. So anyone can use a bot.

Bots Work on Digital Platforms

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How to Respond to Comments on Google Maps

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Google Reviews for Marketing Consultant, Stefan DrewComments on Google Maps Provide a Star Rating that can Enhance or Damage Your Reputation .. It’s a Bit Like TripAdvisor and Needs to be Handled as Carefully

How to Respond to Comments on Google Maps (Quick Guide)

  1. Log in to Google Maps
  2. Go to https://business.google.com/manage/
  3. Select your Account
  4. Select your location
  5. Click Manage Reviews
  6. Choose comment & click Verify and Reply
  7. Respond and Post.

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What is the FE Marketing Silly Season?

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FE Marketing Silly Season Stay Calm, Don't PanicSeveral FE marketing colleagues contacted me during the FE Marketing Silly Season

All were highly hacked off.

What is the FE Marketing Silly Season? Why were people hacked off?  They were hacked off simply because they had worked hard all year and felt that their professionalsim was under attack.

And what is it? The FE Marketing Silly Season is when provider senior staff look at numbers and decide that action is needed. By that I mean an extra marketing push is needed. My colleagues tell me that the senior staff then come up with all sorts of marketing initiatives and insist that the marketing department implement them immediately. Continue reading

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How to Brief a Website Designer

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How to Brief a Website Designer. Website Specification is Essential if You are to brief your website designerWebsites Cost a Lot of Money, So Correctly Briefing Your Website Designer is Vital if You Want Value for Money from Your Designer

How to Brief a Website Designer

Over the last ten years I’ve specified a lot of education websites. I’ve also reviewed a lot of website specs drawn up by providers. So How to Brief a Website Designer is now second nature to me; but lots of people struggle with it. Specifying the website is key to getting your site right, but it needs detailed and concise specification.

A lot of good web designers tell me that too many clients haven’t much idea what they want in a website except it should be a “good site” or a site like one of their competitors.

No designer can give you value for money with such an imprecise specification. The good ones will probe for detail but the unethical designers (and there are a lot of them out there) will rip you off by fulfilling your imprecise instructions at high cost (then blame you for not briefing them properly).

Website Specification Detail

In the last few years I’ve specified many websites and my experience is that a specification needs to be at least 30-40 pages in length to be detailed enough to provide a designer with sufficient information. And I don’t mean a document full of screengrabs of sites that are liked or disliked; I mean hard facts.

It is necessary to specify your customer profiles, the products and/or services you wish to offer, the Calls to Action you require to be followed and the apps, plugins and functions you wish to provide.  In most cases it is the function we wish to provide e.g. an appointment booking system, rather than the actual app or plugin to be used as the designer should have a more up to date knowledge of these and how they will interface with other systems and functions. Continue reading

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What is Psychological Nudging?

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Psychological Nudging: The Government’s BehaviourImages of Eyes are useful for psychological nudgingal Insights Team, aka The Nudge Unit, has been in existence for many years, but few people know of it.  

However it can teach FE a thing or two about marketing and business development.

Psychological nudging is used by government to encourage us to do things we might not otherwise want to do. Things like pay their road tax.

A few years ago the Nudge Unit suggested that DVLA changed their normal long-winded letter to suspected non payers and sent a very simple message to those suspected on non payment. It simply said, Pay Your Road Tax or Lose Your Car.

Payments from previous non payers doubled.  And when a photo of the vehicle was added payments tripled.

Outside of government nudge methods  also work.  Where honesty boxes are used the level of non payment significantly drops if you put an image of a pair of eyes next to the box! Continue reading

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How to Obtain Expiring Domains

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Buying expired domain names Colleges and Universities mainly use the .ac.uk domain names reserved exclusively for them. But they can also use other domains (urls) at their description and other training providers frequently prefer to use  .co.uk or .com addresses for their websites and emails.

But what if the domain you want isn’t available?  Well, you might still be able to pick it up.  Some addresses aren’t used, people just buy them with a view to sell them.  They cybersquat on them. Agencies that do this will offer urls at exorbitant fees.  Think carefully before paying them.  How much are they really worth?

Some addresses have been used but are going to expire for various reasons.  It might be the businesses has ceased trading or changed business direction. In that case you can buy them once they are available.

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Competitive Marketing in the FE Sector

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Should Providers Compete For Students?

The FE Commissioner thinks the sector spends too much on this and I agree. It is a wasteful practice. It also misses of the point of the message we should be giving prospective students.

I believe we should be promoting careers to young people. I believe that could be done regionally or nationally and at much lower cost.

This is a topic I wrote about for my recent FE News exclusive .. and I explain more in glorious technicolor in a related video at

https://www.fenews.co.uk/fe-news/competitive-marketing-in-fe

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Learning New Marketing Tricks

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They Say You Can’t Teach An Old Dog New Tricks

I disagree.

I could probably be described as an old dog but I love learning new tricks.  I love to learn how to market more effectively and with the rate that marketing technology is changing that means learning lots of new tricks.

But it needn’t be as time consuming or expensive to learn as many people think. In this video I show how I’ve taken one simple marketing channel and learnt more at no cost.  In this case it is how to use VFX .. Video Special Effects .  In this case I wanted to learn how to track moving images and add a special effect to them.  A few years ago this would have been difficult to do as each frame would have been dealt with separately. Now it is possible to automate the process and track a moving object for the whole clip length … and do it in minutes.

Learn more in the video below. View time .. less than 5 minutes 30 seconds

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How Many things Can Go Wrong With Student Recruitment?

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Student Recruitment fails too frequently Get Your Marketing Right & Recruitment is Certain

WRONG!

There are dozens of things that can go wrong when a prospective student or employer decides to apply for a course.

Websites fall over, forms stop working, forms are unintelligible, Forms get lost, people have to retype forms , attachments get lost, stupid questions get asked, …

It ought to be really easy to apply for a course.  But our survey of providers proves this wrong.  Dozens of things can .. and DO .. go wrong.  One college lost 3% of applications .. we found them stuck in  a spam filter.

Discover more of what goes wrong. Read our latest exclusive article on Optimising FE Recruitment in FE News

https://www.fenews.co.uk/fe-news/are-you-optimising-recruitment

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Outsourcing Marketing: Should Marketing Be Outsourced?

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Is outsourcing marketing a good idea?Should FE Providers Outsource Their Marketing?

Several CEOs have recently asked me this.

They’ve been told it will save money and give them access to a wider marketing skill base.

I think both of these reasons are flawed. But the truth is worse than that. In this video I go into the pros and cons of outsourcing. You can read more of my thoughts on outsourcing marketing in my recent article on FE News.

But why not watch the video first?

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Are Providers Really Productive?

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In my recent article on FE News I address productivity.  Ministers and news papers talk about productivity but do providers demonstrate it?

See my views on productivity here

 

 

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Ofsted To Inspect Marketing

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How Would Your Marketing Stand Up to An Ofsted Inspection?

Read my latest article for FE News on Ofsted Inspections of Marketing

http://www.fenews.co.uk/fe-news/ofsted-to-inspect-marketing

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What is Your Prospects Trigger Point?

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What will make your customer push the button and buy?How to identify buyer trigger points in FE

 

We all need a Trigger Point before we’ll buy.  Something that makes us reach for our cash or click the buy button.  

Sometimes the need is so obvious that we buy immediately because we either need or want the product or service. 

Other times we need a bit of a nudge to turn us from a prospective buyer to an actual customer.

We need to be converted from someone that didn’t previously have a pressing want or urgent need.

Our role in marketing and sales is often to move the prospect over the Rubicon and help them see that urgent need.

If we don’t all our previous efforts are wasted. 

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