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
         ...
Inbound Marketing

  Blog        SEO   Social Media




 All These Channels Matter
Inbound Marketing Process
Process                      Tools
• Publish                    • Content Mgmt
• Optimize   Get ...
What is the Purpose of your Website?




     If a tree falls in a forest and no
     one is around to hear it, does it
  ...
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...
Five Areas We Will Focus


     Five Areas To Discuss
     1. Conversions
     2. SEO
     3. Blogging
     4. Social Medi...
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
•   Sch...
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 im...
The Landing Page
The Landing Page
•       Keep it simple
    •     Little to no navigation or other links
•       People scan, don’t read
 ...
The Follow-Up

•   Thank you page
•   Auto response email
•   Additional channels to connect
•   Opportunities for further...
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
...
Search Engine Optimization




    3,000 searches per second
      • Publish more content
      • Optimize 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...
Long Tail Keywords

•   Internet Marketing Software Solution
•   Internet Marketing Software Tools
•   Internet Marketing ...
Two Parts of SEO




    On-Page        Off-Page
On-Page Optimization

                    Page
                    Title



                                URL




      ...
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

• ...
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                  ...
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 Me...
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 p...
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
• You...
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 ar...
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...
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 ...
HubSpot Makes Inbound Marketing Easier




77
Questions?

             Resources:
             Blog on Internet Marketing for
             Higher Ed:
             http:...
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Inbound School Marketing Webinar

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

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Inbound School Marketing Webinar

  1. 1. Inbound School Marketing Kyle James - @KyleJames Inbound Marketing Consultant Manager HubSpot
  2. 2. Why I Can Help What I Do…
  3. 3. Marketing Has Changed 1950 - 2000 2000 - 2050
  4. 4. Outbound Marketing
  5. 5. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  6. 6. Inbound Marketing Blog SEO Social Media All These Channels Matter
  7. 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. 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. 9. Can People Search Your Site? If people can’t find it, does it matter? 9
  10. 10. What is Important? What is Important? 10
  11. 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. 12. Five Areas We Will Focus Five Areas To Discuss 1. Conversions 2. SEO 3. Blogging 4. Social Media 5. General Analytics 12
  13. 13. First Focus The Conversion Process 13
  14. 14. How Do You Convert? • Conversions require Landing Pages • A Landing Page is a Page with a Form on it.
  15. 15. What We Want to Measure • Give Us Money! • But How? • Alumni Donations • Applicants • Schedule a Visit • Download Catalog • Get on Mailing List
  16. 16. Landing Page Best Practices
  17. 17. Three Steps of a Landing Page 1. The Call to Action 2. The Landing Page 3. The Follow-Up
  18. 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. 19. The Landing Page
  20. 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. 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. 22. Thank You Page Examples
  23. 23. Second Focus Search Engine Optimization (SEO) 23
  24. 24. What SEO is NOT
  25. 25. SEO is Usability and Accessibility
  26. 26. Search Engine Crawlers are Blind Yahoo Microsoft Google
  27. 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. 28. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content
  29. 29. Optimized? Are you optimized to get that traffic?
  30. 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. 31. Long Tail Keywords • Internet Marketing Software Solution • Internet Marketing Software Tools • Internet Marketing Software • Internet Marketing Tools • Internet Marketing
  32. 32. Two Parts of SEO On-Page Off-Page
  33. 33. On-Page Optimization Page Title URL Meta Description Meta Headers Keywords
  34. 34. Page Title • Describe The Page Page Title • Include Keywords • 70 Character Limit
  35. 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. 36. Headers • Semantic Markup Headers • Include Keywords • Describe sections of the Page
  37. 37. Semantic Markup is Like A Word Doc
  38. 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. 39. Off-Page Optimization
  40. 40. Your Site Is Trusted! Site Authority
  41. 41. Off-Page Optimization 1. Inbound Links 2. Site Authority 3. Anchor Text
  42. 42. Anchor Text Count!
  43. 43. Remember it’s Not About Us What are those buildings called?
  44. 44. What are people looking for?
  45. 45. Getting Ranked
  46. 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. 47. Inbound Links • Content Creation Strategy • “If You Build It, They Will Come”
  48. 48. Third Focus Content Creation Blogging 48
  49. 49. Publish Content Worth Sharing
  50. 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. 51. Student Blogs http://www3.imperial.ac.uk/campus_life/studentblogs
  52. 52. Faculty Blogs http://uchicagolaw.typepad.com/
  53. 53. Staff Blogs http://fuse.ithaca.edu/staffblogs/
  54. 54. Alumni Blogs http://csaa.byu.edu/alumni-blogs
  55. 55. President’s Blogs http://blog.southcollegetn.edu/
  56. 56. Driving Traffic Back http://uchicagolaw.typepad.com/
  57. 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. 58. Fourth Focus Social Media Relationship 58
  59. 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. 60. Own Your Presence • If nothing else own the account for your school • Prevent Squatters and it’s a land grab
  61. 61. Protect Against Squatters
  62. 62. Check Your Accounts http://checkusernames.com/
  63. 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. 64. Facebook School Fan Page http://www.facebook.com/GeorgetownCollege
  65. 65. LinkedIn Alumni Network http://www.linkedin.com/groups?gid=1156
  66. 66. Twitter – Minimum RSS Syndication http://twitter.com/waynestate
  67. 67. Fifth Focus General Analytics 67
  68. 68. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics.
  69. 69. Track Reach 69
  70. 70. Traffic
  71. 71. Inquiries
  72. 72. Students
  73. 73. …By Channel or Source Visitors Leads Sales SEO Social Media
  74. 74. Inbound Marketing Book Learn about: Get Found Convert Analyze
  75. 75. What Inbound Marketing is NOT
  76. 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. 77. HubSpot Makes Inbound Marketing Easier 77
  78. 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
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