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Inbound School Marketing Webinar

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Presentation by Kyle James on inbound marketing techniques for schools and universities.

Presentation by Kyle James on inbound marketing techniques for schools and universities.

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  • 1. Inbound School Marketing Kyle James - @KyleJames Inbound Marketing Consultant Manager HubSpot
  • 2. Why I Can Help What I Do…
  • 3. Marketing Has Changed 1950 - 2000 2000 - 2050
  • 4. Outbound Marketing
  • 5. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  • 6. Inbound Marketing Blog SEO Social Media All These Channels Matter
  • 7. Inbound Marketing Process Process Tools • Publish • Content Mgmt • Optimize Get Found • Blogging • Promote • Social Media • SEO • Target • Offers / CTAs • Capture Convert • Landing Pages • Nurture • Emails • Lead Intel • Test • Analytics • Analyze Measure • Repeat
  • 8. What is the Purpose of your Website? If a tree falls in a forest and no one is around to hear it, does it make a sound? 8
  • 9. Can People Search Your Site? If people can’t find it, does it matter? 9
  • 10. What is Important? What is Important? 10
  • 11. Possible Important Items Admission Specific General Goals • Apply to College • Sign up for eConnect • Schedule a Campus Visit updates • Request Info • Watch Videos • Download the Viewbook • Subscribe to RSS • Take a Virtual Tour • Become Facebook Fan, Member of a Group • Join Linked In • Read Blogs 11
  • 12. Five Areas We Will Focus Five Areas To Discuss 1. Conversions 2. SEO 3. Blogging 4. Social Media 5. General Analytics 12
  • 13. First Focus The Conversion Process 13
  • 14. How Do You Convert? • Conversions require Landing Pages • A Landing Page is a Page with a Form on it.
  • 15. What We Want to Measure • Give Us Money! • But How? • Alumni Donations • Applicants • Schedule a Visit • Download Catalog • Get on Mailing List
  • 16. Landing Page Best Practices
  • 17. Three Steps of a Landing Page 1. The Call to Action 2. The Landing Page 3. The Follow-Up
  • 18. The Call to Action • Are your offers compelling? • Call to action best practices • Create urgency • Include an image • Contrasting colors • Be specific/inspirational
  • 19. The Landing Page
  • 20. The Landing Page • Keep it simple • Little to no navigation or other links • People scan, don’t read • Bullet points • Pictures • Bold copy • Five second rule • Make it instantly obvious what they will get • Shorter the form the higher the conversion rate • Possible alternative call to actions
  • 21. The Follow-Up • Thank you page • Auto response email • Additional channels to connect • Opportunities for further engagement • Lead Nurturing • Email Marketing • Phone Calls
  • 22. Thank You Page Examples
  • 23. Second Focus Search Engine Optimization (SEO) 23
  • 24. What SEO is NOT
  • 25. SEO is Usability and Accessibility
  • 26. Search Engine Crawlers are Blind Yahoo Microsoft Google
  • 27. By the Numbers (on one site) • 30% of traffic is delivered by Search Engines • 82% of that traffic is delivered by Google • On a large college website w/ 1,000,000 visits per month that is 300,000 visitors
  • 28. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content
  • 29. Optimized? Are you optimized to get that traffic?
  • 30. It All Starts With Keywords • “It’s NOT about what you want or what you call it, it is about what people are actually looking for.” • “Nobody cares about your products (except you)” – David Meerman Scott
  • 31. Long Tail Keywords • Internet Marketing Software Solution • Internet Marketing Software Tools • Internet Marketing Software • Internet Marketing Tools • Internet Marketing
  • 32. Two Parts of SEO On-Page Off-Page
  • 33. On-Page Optimization Page Title URL Meta Description Meta Headers Keywords
  • 34. Page Title • Describe The Page Page Title • Include Keywords • 70 Character Limit
  • 35. URL • Describe The Page URL • Include Keywords • A Dynamic URL is hard to understand • What are the following two pages about? • http://tomahawktake.com/2009/04/11/game-no-5-recap-braves-5- nationals-3/ • http://mlb.mlb.com/news/article.jsp?ymd=20090411&content_id=422 5972&vkey=recap&fext=.jsp&c_id=mlb
  • 36. Headers • Semantic Markup Headers • Include Keywords • Describe sections of the Page
  • 37. Semantic Markup is Like A Word Doc
  • 38. Meta Description & Keywords Meta • Unique for Each Page Keywords • Only Viewable in Source • Meta Description limit 150 characters • Meta Keyword limit 10 keywords max Meta Description
  • 39. Off-Page Optimization
  • 40. Your Site Is Trusted! Site Authority
  • 41. Off-Page Optimization 1. Inbound Links 2. Site Authority 3. Anchor Text
  • 42. Anchor Text Count!
  • 43. Remember it’s Not About Us What are those buildings called?
  • 44. What are people looking for?
  • 45. Getting Ranked
  • 46. Search Call To Actions Page Title Meta Description Page Title and Meta Description are all you get in search results. Make sure that they count.
  • 47. Inbound Links • Content Creation Strategy • “If You Build It, They Will Come”
  • 48. Third Focus Content Creation Blogging 48
  • 49. Publish Content Worth Sharing
  • 50. Blogging Best Practices • Educational and informative not sales focused • Tell your story • Personal and stories from people in the field • So much more than just text (videos, pictures, etc)
  • 51. Student Blogs http://www3.imperial.ac.uk/campus_life/studentblogs
  • 52. Faculty Blogs http://uchicagolaw.typepad.com/
  • 53. Staff Blogs http://fuse.ithaca.edu/staffblogs/
  • 54. Alumni Blogs http://csaa.byu.edu/alumni-blogs
  • 55. President’s Blogs http://blog.southcollegetn.edu/
  • 56. Driving Traffic Back http://uchicagolaw.typepad.com/
  • 57. Long Tail Ranking • The more content the more terms that you can rank • People search for lots of random things • Your Homepage is no longer the only entrance to your website
  • 58. Fourth Focus Social Media Relationship 58
  • 59. Introduction to Social Media • You have to be creating value on your website before entering social media • Once you are blogging the lines between social media fade away
  • 60. Own Your Presence • If nothing else own the account for your school • Prevent Squatters and it’s a land grab
  • 61. Protect Against Squatters
  • 62. Check Your Accounts http://checkusernames.com/
  • 63. Focus On Big Three • If nothing else you should have: 1. Facebook Fan Page a) Class Groups b) Alumni Groups 2. LinkedIn Alumni Network 3. Twitter School Account (News Feed) a) Admission Account b) Mascot Account – Sports http://checkusernames.com/
  • 64. Facebook School Fan Page http://www.facebook.com/GeorgetownCollege
  • 65. LinkedIn Alumni Network http://www.linkedin.com/groups?gid=1156
  • 66. Twitter – Minimum RSS Syndication http://twitter.com/waynestate
  • 67. Fifth Focus General Analytics 67
  • 68. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics.
  • 69. Track Reach 69
  • 70. Traffic
  • 71. Inquiries
  • 72. Students
  • 73. …By Channel or Source Visitors Leads Sales SEO Social Media
  • 74. Inbound Marketing Book Learn about: Get Found Convert Analyze
  • 75. What Inbound Marketing is NOT
  • 76. Inbound Marketing Process Process Tools • Publish • Content Mgmt • Optimize Get Found • Blogging • Promote • Social Media • SEO • Target • Offers / CTAs • Capture Convert • Landing Pages • Nurture • Emails • Lead Intel • Test • Analytics • Analyze Measure • Repeat
  • 77. HubSpot Makes Inbound Marketing Easier 77
  • 78. Questions? Resources: Blog on Internet Marketing for Higher Ed: http://doteduguru.com Live demonstration of HubSpot: http://www.hubspot.com/live- hubspot-webinar-and-demo Try HubSpot for free: http://www.hubspot.com/trial More resources: http://www.hubspot.com/ education-institutions