Inbound School Marketing Webinar

Inbound School Marketing Kyle James - @KyleJames Inbound Marketing Consultant Manager HubSpot

Why I Can Help What I Do…

Marketing Has Changed 1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Broken 800-555-1234 Annoying Salesperson

Inbound Marketing Blog SEO Social Media All These Channels Matter

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

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

Can People Search Your Site? If people can’t find it, does it matter? 9

What is Important? What is Important? 10

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

Five Areas We Will Focus Five Areas To Discuss 1. Conversions 2. SEO 3. Blogging 4. Social Media 5. General Analytics 12

First Focus The Conversion Process 13

How Do You Convert? • Conversions require Landing Pages • A Landing Page is a Page with a Form on it.

What We Want to Measure • Give Us Money! • But How? • Alumni Donations • Applicants • Schedule a Visit • Download Catalog • Get on Mailing List

Landing Page Best Practices

Three Steps of a Landing Page 1. The Call to Action 2. The Landing Page 3. The Follow-Up

The Call to Action • Are your offers compelling? • Call to action best practices • Create urgency • Include an image • Contrasting colors • Be specific/inspirational

The Landing Page

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

The Follow-Up • Thank you page • Auto response email • Additional channels to connect • Opportunities for further engagement • Lead Nurturing • Email Marketing • Phone Calls

Thank You Page Examples

Second Focus Search Engine Optimization (SEO) 23

What SEO is NOT

SEO is Usability and Accessibility

Search Engine Crawlers are Blind Yahoo Microsoft Google

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

Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content

Optimized? Are you optimized to get that traffic?

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

Long Tail Keywords • Internet Marketing Software Solution • Internet Marketing Software Tools • Internet Marketing Software • Internet Marketing Tools • Internet Marketing

Two Parts of SEO On-Page Off-Page

On-Page Optimization Page Title URL Meta Description Meta Headers Keywords

Page Title • Describe The Page Page Title • Include Keywords • 70 Character Limit

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

Headers • Semantic Markup Headers • Include Keywords • Describe sections of the Page

Semantic Markup is Like A Word Doc

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

Off-Page Optimization

Your Site Is Trusted! Site Authority

Off-Page Optimization 1. Inbound Links 2. Site Authority 3. Anchor Text

Anchor Text Count!

Remember it’s Not About Us What are those buildings called?

What are people looking for?

Getting Ranked

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.

Inbound Links • Content Creation Strategy • “If You Build It, They Will Come”

Third Focus Content Creation Blogging 48

Publish Content Worth Sharing

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)

Student Blogs http://www3.imperial.ac.uk/campus_life/studentblogs

Faculty Blogs http://uchicagolaw.typepad.com/

Staff Blogs http://fuse.ithaca.edu/staffblogs/

Alumni Blogs http://csaa.byu.edu/alumni-blogs

President’s Blogs http://blog.southcollegetn.edu/

Driving Traffic Back http://uchicagolaw.typepad.com/

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

Fourth Focus Social Media Relationship 58

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

Own Your Presence • If nothing else own the account for your school • Prevent Squatters and it’s a land grab

Protect Against Squatters

Check Your Accounts http://checkusernames.com/

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/

Facebook School Fan Page http://www.facebook.com/GeorgetownCollege

LinkedIn Alumni Network http://www.linkedin.com/groups?gid=1156

Twitter – Minimum RSS Syndication http://twitter.com/waynestate

Fifth Focus General Analytics 67

Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics.

Track Reach 69

Traffic

Inquiries

Students

…By Channel or Source Visitors Leads Sales SEO Social Media

Inbound Marketing Book Learn about: Get Found Convert Analyze

What Inbound Marketing is NOT

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

HubSpot Makes Inbound Marketing Easier 77

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

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Inbound School Marketing Webinar

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