The Evolution of Marketing and
Communications
EarnYour Way in with Inbound Marketing
Ann Oleson, Converge Consulting
July ...
July 21 2014 - 2
Converge Consulting is a higher education marketing firm.
We use inbound marketing (SEO, SEM, Social Medi...
July 21 2014 - 3
Today’s Agenda
!  Defining Inbound Marketing
!  The Three Key Phases
!  How to Apply Inbound Marketing
! ...
July 21 2014 - 4
Shift: Audience is in Control
FACT: Netflix is now larger than HBO domestically with 31 million
subscribe...
July 21 2014 - 5
Definition of Inbound Marketing
Create Marketing People Will Love
!  Earning attention by producing value...
July 21 2014 - 6
Inbound Marketing
We want to move where the
market is going, not where
it’s been.”
(Marketer Surveyed in ...
July 21 2014 - 7
CONVERT DELIGHT
Search Engine
Optimization (SEO)
Strategic
Content Creation
Social Media
ATTRACT
VISITORS...
July 21 2014 - 8
Phase I: Attract
!  Search Engine Optimization
!  Strategic Content Creation
!  Social Media
July 21 2014 - 9
Search Engine Optimization (SEO)
July 21 2014 - 10
Search Engine Optimization (SEO)
Why Is It Important?
!  When you have a question, what do you do? Look
...
July 21 2014 - 11
Search Trends
!  About 75% of searchers never go beyond page 1
of the results
!  94% of search users cho...
July 21 2014 - 12
What You Need to Know
!  Technical assessment (crawl for errors)
!  On Page optimization and basic keywo...
July 21 2014 - 13
July 21 2014 - 14
Example: Thematic Keyword Development
Search Engine Optimization (SEO)
July 21 2014 - 15
SEO Keyword Report
July 21 2014 - 16
Strategic Content Creation
Why Is It Important?
!  Get found: Search Engine Optimization (SEO)
!  Show a...
July 21 2014 - 17
Video- UCLA EMBA
https://www.youtube.com/watch?v=cutXDwlWwN0&feature=youtu.be
July 21 2014 - 18
What You Need to Know
!  Strategy: build your calendar based on thematic
research
!  Voice & Tone: share...
July 21 2014 - 19
Strategic Content Creation
July 21 2014 - 20
Strategic Content Creation
July 21 2014 - 21
Strategic Content Creation
July 21 2014 - 22
Social Media
Why Is It Important?
!  Prospects are there – a lot!
!  Share your content – social media i...
July 21 2014 - 23
July 21 2014 - 24
Social Media
What You Need to Know
!  Listening and Monitoring: join into conversations about
you or ind...
July 21 2014 - 25
Social Media
July 21 2014 - 26
Social Media
July 21 2014 - 27
Social Media
July 21 2014 - 28
Social Media
July 21 2014 - 29
QUIZ - Phase I: Attract
Search Engine Optimization
!  Is your site search engine optimized on page? Tech...
July 21 2014 - 30
Phase II: Convert
!  Calls-to-Action (CTAs)
!  Landing pages
!  Forms
July 21 2014 - 31
Calls-To-Action (CTAs)
Why Are They Important?
!  You have to ask: if you don’t ask, they’ll
never do it...
July 21 2014 - 32
What You Need to Know
!  Strategy: should go hand-in-hand with strategic content
!  Voice & Tone: should...
July 21 2014 - 33
Examples
Calls-To-Action (CTAs)
July 21 2014 - 34
July 21 2014 - 35
July 21 2014 - 36
Why are they important
!  Makes good on the call-to-action
!  Provides streamlined information specific ...
July 21 2014 - 37
What You Need to Know
!  Unique landing page per campaign with Google Analytics applied
!  It’s clear wh...
July 21 2014 - 38
Forms
Why Are They Important?
!  Allows permission to continue the conversation
!  Collects valuable inf...
July 21 2014 - 39
Forms
What You Need to Know
!  Keep them short – only collect what you use
!  Break them up into multipl...
July 21 2014 - 40
Landing Page and Form
July 21 2014 - 41
QUIZ - Phase II: Convert
Calls to Action
!  Do you have calls to action at every opportunity?
!  Are the...
July 21 2014 - 42
Phase III: Delight
!  Targeted Content
!  Ongoing Engagement
!  User Experience
July 21 2014 - 43
Targeted Content
Why is it Important?
!  Right message, right audience, right time
!  Prospective studen...
July 21 2014 - 44
Targeted Content
What You Need to Know
!  Develop user personas for current students/alumni
!  Use focus...
July 21 2014 - 45
• Who is Using Personas?
July 21 2014 - 46
Targeted Content
Example
July 21 2014 - 47
Ongoing Engagement
Why is it Important?
!  Happy students are your best advocates
!  The trust factor: w...
July 21 2014 - 48
Ongoing Engagement
What You Need to Know
!  Social Media
!  Events – online and in person
!  Segmented e...
July 21 2014 - 49
July 21 2014 - 50
Ongoing Engagement
July 21 2014 - 51
User Experience
Why Is It Important?
!  UX represents brand. How do you want users
to see you? Easy to w...
July 21 2014 - 52
User Experience
What You Need to Know
!  Should be effortless: “it gets out of the way”
!  Promotes furt...
July 21 2014 - 53
User Experience
July 21 2014 - 54
User Experience
Example
July 21 2014 - 55
QUIZ - Phase III: Delight
Targeted Content
!  Do you know who your audiences are? Have you developed per...
July 21 2014 - 56
CONVERT DELIGHT
Search Engine
Optimization (SEO)
Strategic
Content Creation
Social Media
ATTRACT
VISITOR...
July 21 2014 - 57
Inbound Marketing Results
July 21 2014 - 58
Inbound Marketing Results
July 21 2014 - 59
Inbound Marketing Results
We want to move where the
market is going, not where
it’s been.”
(Marketer Sur...
July 21 2014 - 60
#AnalyticsHigherEd
www.convergeconsulting.org/converge2014
July 21 2014 - 61
Ann Oleson
ann@convergeconsulting.org
@anncoleson
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The Evolution of Marketing and Communications: Earning Your Way with Inbound Marketing

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Converge Consulting principals, Jay Kelly and Ann Oleson explored how marketing and communications have evolved at the 29th Annual ACT Enrollment Planners Conference in Chicago.

From the outbound/push model days of buying ads and sending view books and postcards through the mail, to the current inbound/pull model of engagement through data-driven, relevant, targeted and segmented communications -- they covered the why and how of modern, effective marketing.

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Transcript of "The Evolution of Marketing and Communications: Earning Your Way with Inbound Marketing"

  1. 1. The Evolution of Marketing and Communications EarnYour Way in with Inbound Marketing Ann Oleson, Converge Consulting July 24, 2014
  2. 2. July 21 2014 - 2 Converge Consulting is a higher education marketing firm. We use inbound marketing (SEO, SEM, Social Media, Google Analytics, Content Strategy) and strategic communications practices to positively impact student recruitment and alumni engagement for colleges and universities around the world.
  3. 3. July 21 2014 - 3 Today’s Agenda !  Defining Inbound Marketing !  The Three Key Phases !  How to Apply Inbound Marketing !  Examples of Inbound Marketing in Action
  4. 4. July 21 2014 - 4 Shift: Audience is in Control FACT: Netflix is now larger than HBO domestically with 31 million subscribers. It looks like they'll be 33 million by the end of this calendar year. Spotify = 40 million active users Pandora = 70 million active users
  5. 5. July 21 2014 - 5 Definition of Inbound Marketing Create Marketing People Will Love !  Earning attention by producing valued, custom content !  Making yourself easily found with search optimization !  Knowing your audience through data and anecdotal research and delivering: the right message to the right person at the right time !  Guiding them through the three phase process: attract, convert and delight
  6. 6. July 21 2014 - 6 Inbound Marketing We want to move where the market is going, not where it’s been.” (Marketer Surveyed in Hubspot’s State of Inbound Marketing 2013) “
  7. 7. July 21 2014 - 7 CONVERT DELIGHT Search Engine Optimization (SEO) Strategic Content Creation Social Media ATTRACT VISITORS STUDENTS PROMOTERS Calls-to-Action (CTAs) Landing Pages Forms Segmented Content Ongoing Engagement User Experience STRANGERS
  8. 8. July 21 2014 - 8 Phase I: Attract !  Search Engine Optimization !  Strategic Content Creation !  Social Media
  9. 9. July 21 2014 - 9 Search Engine Optimization (SEO)
  10. 10. July 21 2014 - 10 Search Engine Optimization (SEO) Why Is It Important? !  When you have a question, what do you do? Look online! !  Your prospects are already there – tap into it! !  SEO is a fluid landscape, changing frequently but always with the searcher in mind. !  Quality content wins – know your prospect and answer their questions. FACT: Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate. (Hubspot)
  11. 11. July 21 2014 - 11 Search Trends !  About 75% of searchers never go beyond page 1 of the results !  94% of search users choose organic over paid listing when searching, particularly for purchases !  Over 70% of the traffic you earn for any given page will come from keywords you didn’t try to optimize for. !  15% of all Google searches, over half a billion per day, have never been seen before Sources: "Search Engine Rankings: Why They Matter." PmbmediaWORKS. 2011. Web. 14 Mar. 2012. Ten statistics that demonstrate the value of SEO . Intraspin 2012. Web. 21 Mar. 2012.
  12. 12. July 21 2014 - 12 What You Need to Know !  Technical assessment (crawl for errors) !  On Page optimization and basic keyword research !  Thematic keyword development !  Off page optimization and link building !  Reporting Search Engine Optimization (SEO) TOOL: A great Inbound and SEO tool is Moz. Plus, 30-day free trial!
  13. 13. July 21 2014 - 13
  14. 14. July 21 2014 - 14 Example: Thematic Keyword Development Search Engine Optimization (SEO)
  15. 15. July 21 2014 - 15 SEO Keyword Report
  16. 16. July 21 2014 - 16 Strategic Content Creation Why Is It Important? !  Get found: Search Engine Optimization (SEO) !  Show and tell your story = build an emotional connection !  Establish thought leadership and expertise FACT: Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters. (Aberdeen Group) FACT: Using inbound tactics saves an average of 13% in overall cost per lead. (Hubspot)
  17. 17. July 21 2014 - 17 Video- UCLA EMBA https://www.youtube.com/watch?v=cutXDwlWwN0&feature=youtu.be
  18. 18. July 21 2014 - 18 What You Need to Know !  Strategy: build your calendar based on thematic research !  Voice & Tone: share, educate, delight... don’t sell !  Frequency: aim for weekly blog posts !  Measure: develop an analytics dashboard to see what works best for YOUR audience Strategic Content Creation FACT: Brands that create 15 blog posts per month average 1,200 new leads per month. (Hubspot) TOOL: Dropbox, Google Drive and Box are great to keep teams on the same page.
  19. 19. July 21 2014 - 19 Strategic Content Creation
  20. 20. July 21 2014 - 20 Strategic Content Creation
  21. 21. July 21 2014 - 21 Strategic Content Creation
  22. 22. July 21 2014 - 22 Social Media Why Is It Important? !  Prospects are there – a lot! !  Share your content – social media is replacing RSS feeds for those who want to stay connected. !  Be a part of the conversation !  Engaged prospects are more likely to become leads !  Meet new prospects by using #hashtags !  Handle flare ups quickly, before they become fires
  23. 23. July 21 2014 - 23
  24. 24. July 21 2014 - 24 Social Media What You Need to Know !  Listening and Monitoring: join into conversations about you or industry topics !  Voice & Tone: less formal, concise, fun! !  Schedule: use your content calendar to schedule consistent, on message posts !  Measure: develop an analytics dashboard to learn how social traffic is converting on your goals FACT: Interesting content is one of the top 3 reasons people follow brands on social media. (Content Plus) TOOL: Hootsuite is a great, affordable tool you can use to schedule, engage and monitor social media.
  25. 25. July 21 2014 - 25 Social Media
  26. 26. July 21 2014 - 26 Social Media
  27. 27. July 21 2014 - 27 Social Media
  28. 28. July 21 2014 - 28 Social Media
  29. 29. July 21 2014 - 29 QUIZ - Phase I: Attract Search Engine Optimization !  Is your site search engine optimized on page? Technical? Off page and link building? !  Are you building content based on search trends? Strategic Content !  Do you have a blog? !  Are you measuring success? !  Is it strategic? Social Media !  Do you have a strategy? !  Are you measuring it?
  30. 30. July 21 2014 - 30 Phase II: Convert !  Calls-to-Action (CTAs) !  Landing pages !  Forms
  31. 31. July 21 2014 - 31 Calls-To-Action (CTAs) Why Are They Important? !  You have to ask: if you don’t ask, they’ll never do it !  Critical for collecting information about prospects, which fuels inbound marketing FACT: Verbs generate the most shares on Twitter. (Science of Social Media Research)
  32. 32. July 21 2014 - 32 What You Need to Know !  Strategy: should go hand-in-hand with strategic content !  Voice & Tone: should be enticing and friendly !  Content: knowing your prospects will help you know what would be enticing to them !  Visual: should stand out and be placed consistently Calls-To-Action (CTAs) FACT: Benefit focused terminology is more likely to entice prospects to click. (From research by The Science of Blogging)
  33. 33. July 21 2014 - 33 Examples Calls-To-Action (CTAs)
  34. 34. July 21 2014 - 34
  35. 35. July 21 2014 - 35
  36. 36. July 21 2014 - 36 Why are they important !  Makes good on the call-to-action !  Provides streamlined information specific to the action !  Allows prospect to submit their information, entering the funnel Landing Pages FACT: Companies with 30+ landing pages get 7x more leads than those with 10 or less. (Hubspot)
  37. 37. July 21 2014 - 37 What You Need to Know !  Unique landing page per campaign with Google Analytics applied !  It’s clear what you want users to do: !  Clear headline, one call-to-action, valuable offer !  Free of clutter and compelling copy !  Mobile Optimized !  Friendly forms (only capture what you use!) !  Test Different versions to see what works best for your audience Landing Pages FACT: Testing radically different landing pages against each other yielded a conversion increase of 264% for Marian University. (Ion Interactive)
  38. 38. July 21 2014 - 38 Forms Why Are They Important? !  Allows permission to continue the conversation !  Collects valuable information about prospective students, alumni and other prospects !  Tie into CRM systems to automate recruitment !  Multi-page forms are perfect for tracking with Google Analytics goal funnels for added info QUOTE: Anything that is measured and watched, improves. (Bob Parsons, Founder of Go Daddy)
  39. 39. July 21 2014 - 39 Forms What You Need to Know !  Keep them short – only collect what you use !  Break them up into multiple pages, but provide a status bar !  Explain what you’ll use the information for – and mean it
  40. 40. July 21 2014 - 40 Landing Page and Form
  41. 41. July 21 2014 - 41 QUIZ - Phase II: Convert Calls to Action !  Do you have calls to action at every opportunity? !  Are they directing the user to what’s next? Landing Pages !  Do you have landing pages? !  Are they following best practices? Forms !  Do you strategically use forms? !  Are they optimized and following best practices?
  42. 42. July 21 2014 - 42 Phase III: Delight !  Targeted Content !  Ongoing Engagement !  User Experience
  43. 43. July 21 2014 - 43 Targeted Content Why is it Important? !  Right message, right audience, right time !  Prospective students are asking “what’s in it for me?” !  Answer specific questions to engage in a meaningful way FACT: 61% of consumer say they feel better about and are more likely to buy from a company the delivers custom content. (Custom Content Council)
  44. 44. July 21 2014 - 44 Targeted Content What You Need to Know !  Develop user personas for current students/alumni !  Use focus groups and surveys to understand pain points, motivations and influencers !  Create content that delights TOOL: Hubspot’s Smart Content builds a custom experience. TOOL: Sitecore CMS also offers customized experiences.
  45. 45. July 21 2014 - 45 • Who is Using Personas?
  46. 46. July 21 2014 - 46 Targeted Content Example
  47. 47. July 21 2014 - 47 Ongoing Engagement Why is it Important? !  Happy students are your best advocates !  The trust factor: word of mouth !  Improve retention and engage alumni FACT: 77% of consumers are more likely to buy a new product when learning about it from friends or family. (Nielsen)
  48. 48. July 21 2014 - 48 Ongoing Engagement What You Need to Know !  Social Media !  Events – online and in person !  Segmented email lists !  Measure success, in person or online FACT: MailChimp found that segmented emails perform about 15% better than average on opens and clicks than non-segmented lists. (MailChimp)
  49. 49. July 21 2014 - 49
  50. 50. July 21 2014 - 50 Ongoing Engagement
  51. 51. July 21 2014 - 51 User Experience Why Is It Important? !  UX represents brand. How do you want users to see you? Easy to work with? Forward thinking? Show it. !  It’s not important until it is important – you probably don’t even notice it !  Clearest path to the user’s goals FACT: 40% of people abandon a webpage if it takes more than three seconds to load. (Econsultancy)
  52. 52. July 21 2014 - 52 User Experience What You Need to Know !  Should be effortless: “it gets out of the way” !  Promotes further engagement !  Mobile is critical !  Improve through user testing and heuristic evaluations FACT: 48% of users say that if they arrive on a business site that isn’t working well on mobile, they take it as an indication of the business simply not caring (MarginMedia) FACT: Only 55% of companies are currently conducing any kind of online user experience testing. (Econsultancy)
  53. 53. July 21 2014 - 53 User Experience
  54. 54. July 21 2014 - 54 User Experience Example
  55. 55. July 21 2014 - 55 QUIZ - Phase III: Delight Targeted Content !  Do you know who your audiences are? Have you developed personas? !  Have you developed targeted messages (email, social, online) to answer their questions? Ongoing Engagement !  Do you provide customized experiences? !  How do you encourage current students and alumni to share their experiences? User Experience !  Have you done user testing? !  Have you optimized for mobile?
  56. 56. July 21 2014 - 56 CONVERT DELIGHT Search Engine Optimization (SEO) Strategic Content Creation Social Media ATTRACT VISITORS STUDENTS PROMOTERS Calls-to-Action (CTAs) Landing Pages Forms Segmented Content Ongoing Engagement User Experience STRANGERS
  57. 57. July 21 2014 - 57 Inbound Marketing Results
  58. 58. July 21 2014 - 58 Inbound Marketing Results
  59. 59. July 21 2014 - 59 Inbound Marketing Results We want to move where the market is going, not where it’s been.” (Marketer Surveyed in Hubspot’s State of Inbound Marketing 2013) “
  60. 60. July 21 2014 - 60 #AnalyticsHigherEd www.convergeconsulting.org/converge2014
  61. 61. July 21 2014 - 61 Ann Oleson ann@convergeconsulting.org @anncoleson
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