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Inbound School Marketing

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    Notes on slide 1

    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/

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    Inbound School Marketing - Presentation Transcript

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

    + Kyle JamesKyle James, 4 months ago

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