Inbound School Marketing #stamats09

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

Why Am I Talking to You?
?

What I Do?

Marketing Has Changed
1950 - 2000
2000 - 2050

Outbound Marketing

Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson

Inbound Marketing

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

What is the purpose of our website?

If a tree falls in a forest and noone is around to hear it, does it make a sound?

What is Important?

IMPORTANT
Give Us Money!
But How?
Applicants
Schedule a Visit
Download Catalog
Get on Mailing List
Alumni Donations

More Inquiries!
Need to increase Inquiries!
But How? What is that going to cost?

An Inquiry is a Lead!

Closed Loop Marketing
FinancialAid
Are you doing this?
BusinessOffice
Web Team
Yes, same forDevelopment
Admission

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.

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.

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

LeadPractices
Lead Nurturing: the practices that a company establishes for dealing with potential leads.
Blogging
Newsletters
Phone Calls
Open Houses

LeadPractices
Lead Scoring: processes or software designed to rank the importance of leads to the company.
CRM

How Much Do I Spend On Leads?
Without the concept of a Lead you aren’t able to consistently measure ROI

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

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!

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!

A Lead Is Worth$6,000!

Converting Traffic Into Leads
Landing Page
Best Practices

Three Steps of a Landing Page
The Call to Action
The Landing Page
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
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

Slow Down…

So Many Directions to Go…

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

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

Defining Goals
Business Goals
What your site must accomplish?
Who is your audience?
What makes you special?

Free Website Grader Report
http://website.grader.com/

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

Content
Create great content that tell your stories
If you don’t have this the rest won’t matter

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

Site Architecture
Initial Layout www.edustyle.net
Look and Feel

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

Navigation
Usability
Cross Linking Content
Sitemap
Footer

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

Search Engine CrawlersAre Your Blindest Users
Yahoo
Microsoft
Google
doteduguru.com/seo

The Lynx Browser
http://bit.ly/lynx

Accessibility
508 Compliance
Search Engine Optimization
CSS friendly
educheckup.com

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

Site Intelligence
Site Search
Analytical Tracking
Lead Intelligence
http://doteduguru.com/web-analytics

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

Videos & Slideshows
http://www.wofford.edu/sightsandsounds/

YouTube Isn’t Alone

Audio
http://itunes.stanford.edu/

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

Interactive Campus Tours
http://uscupstate.edu/map/

Social News
http://engineering.tamu.edu/news/

RSS & Calendar
http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/

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

Link Building
Content Creation Strategy
“If You Build It, They Will Come”

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

Site Optimization
Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.
URLs
MetaKeywords
PageTitle
Headers
Meta
Description
http://doteduguru.com/seo

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

Marketing Efforts
Landing Pages
Email Marketing
Advertising
Promotional

Landing Page Best Practices
The Call to Actions
Compelling Offers
Best Practices
The Conversion Page
Keep it Simple
People Scan, don’t read
What Happens Next?
Response Email
Thank You Page

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

Social Media
Build Relationships
http://doteduguru.com/social-media

Social Media Connections
http://wayne.edu/connect/

Final Thoughts

Inbound Marketing is NOT a sprint… it’s a Marathon

Consistency is Key!

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

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

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Inbound School Marketing #stamats09

by Kyle James on Nov 11, 2009

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