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Inbound School MarketingIt Doesn’t Matter What You Call It,An Inquiry Is a Lead<br />Kyle James<br />jameskm03@gmail.com<b...
Why Am I Talking to You?<br />?<br />
What I Do?<br />
Marketing Has Changed<br />1950 - 2000<br />2000 - 2050<br />
Outbound Marketing<br />
Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
Inbound Marketing<br />
Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
 Blogging
 Social Media
 SEO
 Offers / CTAs
 Landing Pages
 Emails
 Lead Intel
 Analytics</li></ul>Process<br /><ul><li> Publish
 Optimize
 Promote
 Target
 Capture
 Nurture
 Test
 Analyze
 Repeat</li></li></ul><li>What is the purpose of our website?<br />
If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
What is Important?<br />
IMPORTANT<br />Give Us Money!<br />But How?<br />Applicants<br />Schedule a Visit<br />Download Catalog<br />Get on Mailin...
More Inquiries!<br />Need to increase Inquiries!<br />But How?  What is that going to cost?<br />
An Inquiry is a Lead!<br />
Closed Loop Marketing<br />FinancialAid<br />Are you doing this?<br />BusinessOffice<br />Web Team<br />Yes, same forDevel...
What is a Lead?<br />A lead, in a marketing context, is a potential sales contact: an individual or organization that expr...
What is a Lead?<br />A company&apos;s lead generation efforts and its approach to dealing with leads can significantly imp...
LeadPractices<br /><ul><li>Lead Generators: any marketing-related activity intended to publicize the availability of a ven...
LeadPractices<br /><ul><li>Lead Nurturing: the practices that a company establishes for dealing with potential leads. </li...
LeadPractices<br /><ul><li>Lead Scoring: processes or software designed to rank the importance of leads to the company.</l...
How Much Do I Spend On Leads?<br />Without the concept of a Lead you aren’t able to consistently measure ROI<br />
What Is The Value?<br />What is the value of a student?<br />Value = avg years * (cost – avg discount)<br />So what is an ...
Let’s Do Some Math<br />Average Years = 3<br />Cost Per Year = $20,000<br />Average Discount = $10,000<br />Student Value ...
Let’s Do Some Math<br />Student Value = $30,000<br />Conversion Rate in Applicant = 20%<br />App Value = $30,000 * .2<br /...
A Lead Is Worth$6,000!<br />
Slow Down…<br />
So Many Directions to Go…<br />
Inbound Marketing<br />Success Pyramid<br />Be Social<br />Blogging<br />Link Building<br />Content Creation<br />Calls to...
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Defining Goals<br />Business Goals<br />What your site must accomplish?<br />Who is your audience?<br />What makes you spe...
Free Website Grader Report<br />http://website.grader.com/<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Content<br />Creating the great content that tell the stories<br />If you don’t have this the rest simply doesn’t matter<b...
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Site Architecture<br />Initial Layout                     www.edustyle.net<br />Look and Feel<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Navigation<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Search Engine CrawlersAre Your Blindest Users<br />Yahoo<br />Microsoft<br />Google<br />
The Lynx Browser<br />http://bit.ly/lynx<br />
Accessibility<br />508 Compliance<br />Search Engine Optimization<br />CSS friendly<br />educheckup.com<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Site Intelligence<br />Site Search<br />Analytical Tracking<br />Lead Intelligence<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
YouTube Isn’t Alone<br />
Audio<br />http://itunes.stanford.edu/<br />
Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
Social News<br />http://engineering.tamu.edu/news/<br />
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Inbound School Marketing

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It Doesn't Matter What You Call It, An Inquiry Is A Lead

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  • What do we want our website to do? What is it’s major purpose? Most of the time the #1 goal is going to be recruit students and everything else falls a distant second so keep that audience in mind. Build for your main audience, but don’t forget your other audiences. You will find that you can do this while still staying relevant to everyone.
  • Same can be said for a website. You can have the greatest website in the world, but if nobody is visiting it is it making a difference? Of course you have to get people to visit, but knowing what they do when they visit is equally important.
  • So what is important to me? What should I be tracking?Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the ViewbookTake a Virtual TourGeneral GoalsSign up for eConnect updatesWatch VideosSubscribe to RSSBecome Facebook Fan, Member of a GroupJoin Linked InRead Blogs
  • http://www.flickr.com/photos/ppdigital/2329201379/
  • http://www.flickr.com/photos/tracy_olson/61056391/
  • Besides tracking just your website there is still a whole lot that happens with your school online that isn’t specificially on your website. Now that we have a host of tools and segmented data let’s take a look at some of these other options.
  • Three Blind Mice: Photo credithttp://www.flickr.com/photos/12392252@N03/3065029877/
  • http://www.flickr.com/photos/kanaka/112972434/
  • http://www.flickr.com/photos/36665622@N00/253527065/
  • Transcript of "Inbound School Marketing"

    1. 1. Inbound School MarketingIt Doesn’t Matter What You Call It,An Inquiry Is a Lead<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />
    2. 2. Why Am I Talking to You?<br />?<br />
    3. 3. What I Do?<br />
    4. 4. Marketing Has Changed<br />1950 - 2000<br />2000 - 2050<br />
    5. 5. Outbound Marketing<br />
    6. 6. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
    7. 7. Inbound Marketing<br />
    8. 8. Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
    9. 9. Blogging
    10. 10. Social Media
    11. 11. SEO
    12. 12. Offers / CTAs
    13. 13. Landing Pages
    14. 14. Emails
    15. 15. Lead Intel
    16. 16. Analytics</li></ul>Process<br /><ul><li> Publish
    17. 17. Optimize
    18. 18. Promote
    19. 19. Target
    20. 20. Capture
    21. 21. Nurture
    22. 22. Test
    23. 23. Analyze
    24. 24. Repeat</li></li></ul><li>What is the purpose of our website?<br />
    25. 25. If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
    26. 26. What is Important?<br />
    27. 27. IMPORTANT<br />Give Us Money!<br />But How?<br />Applicants<br />Schedule a Visit<br />Download Catalog<br />Get on Mailing List<br />Alumni Donations<br />
    28. 28. More Inquiries!<br />Need to increase Inquiries!<br />But How? What is that going to cost?<br />
    29. 29. An Inquiry is a Lead!<br />
    30. 30. Closed Loop Marketing<br />FinancialAid<br />Are you doing this?<br />BusinessOffice<br />Web Team<br />Yes, same forDevelopment<br />Admission<br />
    31. 31. What is a Lead?<br />A lead, in a marketing context, is a potential sales contact: an individual or organization that expresses an interest in your goods or services. <br />
    32. 32. What is a Lead?<br />A company&apos;s lead generation efforts and its approach to dealing with leads can significantly impact its success in the marketplace.<br />
    33. 33. LeadPractices<br /><ul><li>Lead Generators: any marketing-related activity intended to publicize the availability of a vendor's product or service.</li></ul>Complete an Application<br />Schedule a Visit<br />Download a Catalog<br />Sign up for a Monthly Newsletter<br />
    34. 34. LeadPractices<br /><ul><li>Lead Nurturing: the practices that a company establishes for dealing with potential leads. </li></ul>Blogging<br />Newsletters<br />Phone Calls<br />Open Houses<br />
    35. 35. LeadPractices<br /><ul><li>Lead Scoring: processes or software designed to rank the importance of leads to the company.</li></ul>CRM<br />
    36. 36. How Much Do I Spend On Leads?<br />Without the concept of a Lead you aren’t able to consistently measure ROI<br />
    37. 37. What Is The Value?<br />What is the value of a student?<br />Value = avg years * (cost – avg discount)<br />So what is an applicant worth? <br />App = Value * Conversion rate from applicant to enroll <br />
    38. 38. Let’s Do Some Math<br />Average Years = 3<br />Cost Per Year = $20,000<br />Average Discount = $10,000<br />Student Value = 3 * ($20,000 - $10,000)<br />So a Student is worth$30,000!<br />
    39. 39. Let’s Do Some Math<br />Student Value = $30,000<br />Conversion Rate in Applicant = 20%<br />App Value = $30,000 * .2<br />So an Applicant is worth$6,000!<br />
    40. 40. A Lead Is Worth$6,000!<br />
    41. 41. Slow Down…<br />
    42. 42. So Many Directions to Go…<br />
    43. 43. Inbound Marketing<br />Success Pyramid<br />Be Social<br />Blogging<br />Link Building<br />Content Creation<br />Calls to Action Landing Pages<br />On-Page SEO<br />Keyword Research<br />SubDomain<br />URL Structure<br />Analytics Installed<br />Site Layout<br />Site Architecture<br />Lead Tracking Setup<br />
    44. 44. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    45. 45. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    46. 46. Defining Goals<br />Business Goals<br />What your site must accomplish?<br />Who is your audience?<br />What makes you special?<br />
    47. 47. Free Website Grader Report<br />http://website.grader.com/<br />
    48. 48. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    49. 49. Content<br />Creating the great content that tell the stories<br />If you don’t have this the rest simply doesn’t matter<br />
    50. 50. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    51. 51. Site Architecture<br />Initial Layout www.edustyle.net<br />Look and Feel<br />
    52. 52. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    53. 53. Navigation<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
    54. 54. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    55. 55. Search Engine CrawlersAre Your Blindest Users<br />Yahoo<br />Microsoft<br />Google<br />
    56. 56. The Lynx Browser<br />http://bit.ly/lynx<br />
    57. 57. Accessibility<br />508 Compliance<br />Search Engine Optimization<br />CSS friendly<br />educheckup.com<br />
    58. 58. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    59. 59. Site Intelligence<br />Site Search<br />Analytical Tracking<br />Lead Intelligence<br />
    60. 60. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    61. 61. Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
    62. 62. YouTube Isn’t Alone<br />
    63. 63. Audio<br />http://itunes.stanford.edu/<br />
    64. 64. Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
    65. 65. Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
    66. 66. Social News<br />http://engineering.tamu.edu/news/<br />
    67. 67. RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
    68. 68. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    69. 69. Link Building<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />
    70. 70. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    71. 71. Site Optimization<br />Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.<br />URLs<br />PageTitle<br />MetaKeywords<br />Headers<br />Meta<br />Description<br />
    72. 72. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    73. 73. Marketing Efforts<br />Landing Pages<br />Email Marketing<br />Advertising<br />Promotional<br />
    74. 74. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
    75. 75. Social Media<br />Build Relationships<br />
    76. 76. Social Media Connections<br />http://wayne.edu/connect/<br />
    77. 77. Final Thoughts<br />
    78. 78. Inbound Marketing is NOT a sprint… it’s a Marathon<br />
    79. 79. Consistency is Key!<br />
    80. 80. Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
    81. 81. Blogging
    82. 82. Social Media
    83. 83. SEO
    84. 84. Offers / CTAs
    85. 85. Landing Pages
    86. 86. Emails
    87. 87. Lead Intel
    88. 88. Analytics</li></ul>Process<br /><ul><li> Publish
    89. 89. Optimize
    90. 90. Promote
    91. 91. Target
    92. 92. Capture
    93. 93. Nurture
    94. 94. Test
    95. 95. Analyze
    96. 96. Repeat</li></li></ul><li>Inbound School Marketing: It Doesn’t Matter What You Call It, An Inquiry Is a Lead<br />Questions?<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />
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