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Inbound School Marketing #stamats09

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

Inbound School Marketing: 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/
  • 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/
  • 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
      Process
    • What is the purpose of our website?
    • 25. If a tree falls in a forest and noone is around to hear it, does it make a sound?
    • 26. What is Important?
    • 27. IMPORTANT
      Give Us Money!
      But How?
      Applicants
      Schedule a Visit
      Download Catalog
      Get on Mailing List
      Alumni Donations
    • 28. More Inquiries!
      Need to increase Inquiries!
      But How? What is that going to cost?
    • 29. An Inquiry is a Lead!
    • 30. Closed Loop Marketing
      FinancialAid
      Are you doing this?
      BusinessOffice
      Web Team
      Yes, same forDevelopment
      Admission
    • 31. 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.
    • 32. 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.
    • 33. 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
    • 34. LeadPractices
      • Lead Nurturing: the practices that a company establishes for dealing with potential leads.
      Blogging
      Newsletters
      Phone Calls
      Open Houses
    • 35. LeadPractices
      • Lead Scoring: processes or software designed to rank the importance of leads to the company.
      CRM
    • 36. How Much Do I Spend On Leads?
      Without the concept of a Lead you aren’t able to consistently measure ROI
    • 37. 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
    • 38. 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!
    • 39. 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!
    • 40. A Lead Is Worth$6,000!
    • 41. Converting Traffic Into Leads
      Landing Page
      Best Practices
    • 42. Three Steps of a Landing Page
      The Call to Action
      The Landing Page
      The Follow-Up
    • 43. The Call to Action
      Are your offers compelling?
      Call to action best practices
      Create urgency
      Include an image
      Contrasting colors
      Be specific/inspirational
    • 44. 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
    • 45. The Follow-Up
      Thank you page
      Auto response email
      Additional channels to connect
      Opportunities for further engagement
      Lead Nurturing
      Email Marketing
      Phone Calls
    • 46. Slow Down…
    • 47. So Many Directions to Go…
    • 48. 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
    • 49. 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
    • 50. 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
    • 51. Defining Goals
      Business Goals
      What your site must accomplish?
      Who is your audience?
      What makes you special?
    • 52. Free Website Grader Report
      http://website.grader.com/
    • 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. Content
      Create great content that tell your stories
      If you don’t have this the rest won’t matter
    • 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 Architecture
      Initial Layout www.edustyle.net
      Look and Feel
    • 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. Navigation
      Usability
      Cross Linking Content
      Sitemap
      Footer
    • 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. Search Engine CrawlersAre Your Blindest Users
      Yahoo
      Microsoft
      Google
      doteduguru.com/seo
    • 61. The Lynx Browser
      http://bit.ly/lynx
    • 62. Accessibility
      508 Compliance
      Search Engine Optimization
      CSS friendly
      educheckup.com
    • 63. 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
    • 64. Site Intelligence
      Site Search
      Analytical Tracking
      Lead Intelligence
      http://doteduguru.com/web-analytics
    • 65. 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
    • 66. Videos & Slideshows
      http://www.wofford.edu/sightsandsounds/
    • 67. YouTube Isn’t Alone
    • 68. Audio
      http://itunes.stanford.edu/
    • 69. Student Blogs
      http://www3.imperial.ac.uk/campus_life/studentblogs
    • 70. Interactive Campus Tours
      http://uscupstate.edu/map/
    • 71. Social News
      http://engineering.tamu.edu/news/
    • 72. RSS & Calendar
      http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/
    • 73. 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
    • 74. Link Building
      Content Creation Strategy
      “If You Build It, They Will Come”
    • 75. 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
    • 76. 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
    • 77. 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
    • 78. Marketing Efforts
      Landing Pages
      Email Marketing
      Advertising
      Promotional
    • 79. 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
    • 80. 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
    • 81. Social Media
      Build Relationships
      http://doteduguru.com/social-media
    • 82. Social Media Connections
      http://wayne.edu/connect/
    • 83. Final Thoughts
    • 84. Inbound Marketing is NOT a sprint… it’s a Marathon
    • 85. Consistency is Key!
    • 86. Inbound Marketing Process
      Tools
      Process
    • 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