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 />
Converting Traffic Into Leads<br />Landing Page <br />Best Practices<br />
Three Steps of a Landing Page<br />The Call to Action<br />The Landing Page<br />The Follow-Up<br />
The Call to Action<br />Are your offers compelling?<br />Call to action best practices<br />Create urgency<br />Include an...
The Landing Page<br />Keep it simple<br />Little to no navigation or other links<br />People scan, don’t read<br />Bullet ...
The Follow-Up<br />Thank you page<br />Auto response email<br />Additional channels to connect<br />Opportunities for furt...
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 />Create great content that tell your stories<br />If you don’t have this the rest won’t matter<br />
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 />doteduguru.com/seo<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 />http://doteduguru.com/web-analytic...
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 />
RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
Upcoming SlideShare
Loading in...5
×

Inbound School Marketing #stamats09

913

Published on

Inbound School Marketing: Doesn't Matter What You Call It, an Inquiry is a Lead

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
913
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
25
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • 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/
  • http://www.flickr.com/photos/84263554@N00/255847189/
  • 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/84263554@N00/255847189/
  • http://www.flickr.com/photos/kanaka/112972434/
  • http://www.flickr.com/photos/36665622@N00/253527065/
  • Inbound School Marketing #stamats09

    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. Converting Traffic Into Leads<br />Landing Page <br />Best Practices<br />
    42. 42. Three Steps of a Landing Page<br />The Call to Action<br />The Landing Page<br />The Follow-Up<br />
    43. 43. The Call to Action<br />Are your offers compelling?<br />Call to action best practices<br />Create urgency<br />Include an image<br />Contrasting colors<br />Be specific/inspirational<br />
    44. 44. The Landing Page<br />Keep it simple<br />Little to no navigation or other links<br />People scan, don’t read<br />Bullet points<br />Pictures<br />Bold copy<br />Five second rule<br />Make it instantly obvious what they will get<br />Shorter the form the higher the conversion rate<br />Possible alternative call to actions<br />
    45. 45. The Follow-Up<br />Thank you page<br />Auto response email<br />Additional channels to connect<br />Opportunities for further engagement<br />Lead Nurturing<br />Email Marketing<br />Phone Calls<br />
    46. 46. Slow Down…<br />
    47. 47. So Many Directions to Go…<br />
    48. 48. 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 />
    49. 49. 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 />
    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. Defining Goals<br />Business Goals<br />What your site must accomplish?<br />Who is your audience?<br />What makes you special?<br />
    52. 52. Free Website Grader Report<br />http://website.grader.com/<br />
    53. 53. 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 />
    54. 54. Content<br />Create great content that tell your stories<br />If you don’t have this the rest won’t matter<br />
    55. 55. 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 />
    56. 56. Site Architecture<br />Initial Layout www.edustyle.net<br />Look and Feel<br />
    57. 57. 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 />
    58. 58. Navigation<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
    59. 59. 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 />
    60. 60. Search Engine CrawlersAre Your Blindest Users<br />Yahoo<br />Microsoft<br />Google<br />doteduguru.com/seo<br />
    61. 61. The Lynx Browser<br />http://bit.ly/lynx<br />
    62. 62. Accessibility<br />508 Compliance<br />Search Engine Optimization<br />CSS friendly<br />educheckup.com<br />
    63. 63. 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 />
    64. 64. Site Intelligence<br />Site Search<br />Analytical Tracking<br />Lead Intelligence<br />http://doteduguru.com/web-analytics<br />
    65. 65. 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 />
    66. 66. Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
    67. 67. YouTube Isn’t Alone<br />
    68. 68. Audio<br />http://itunes.stanford.edu/<br />
    69. 69. Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
    70. 70. Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
    71. 71. Social News<br />http://engineering.tamu.edu/news/<br />
    72. 72. RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
    73. 73. 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 />
    74. 74. Link Building<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />
    75. 75. 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 />
    76. 76. Site Optimization<br />Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.<br />URLs<br />MetaKeywords<br />PageTitle<br />Headers<br />Meta<br />Description<br />http://doteduguru.com/seo<br />
    77. 77. 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 />
    78. 78. Marketing Efforts<br />Landing Pages<br />Email Marketing<br />Advertising<br />Promotional<br />
    79. 79. Landing Page Best Practices<br />The Call to Actions<br />Compelling Offers<br />Best Practices<br />The Conversion Page<br />Keep it Simple<br />People Scan, don’t read<br />What Happens Next?<br />Response Email<br />Thank You Page<br />
    80. 80. 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 />
    81. 81. Social Media<br />Build Relationships<br />http://doteduguru.com/social-media<br />
    82. 82. Social Media Connections<br />http://wayne.edu/connect/<br />
    83. 83. Final Thoughts<br />
    84. 84. Inbound Marketing is NOT a sprint… it’s a Marathon<br />
    85. 85. Consistency is Key!<br />
    86. 86. Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
    87. 87. Blogging
    88. 88. Social Media
    89. 89. SEO
    90. 90. Offers / CTAs
    91. 91. Landing Pages
    92. 92. Emails
    93. 93. Lead Intel
    94. 94. Analytics</li></ul>Process<br /><ul><li> Publish
    95. 95. Optimize
    96. 96. Promote
    97. 97. Target
    98. 98. Capture
    99. 99. Nurture
    100. 100. Test
    101. 101. Analyze
    102. 102. 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 />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×