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/

Inbound School Marketing #stamats09 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
    • 9. Blogging
    • 10. Social Media
    • 11. SEO
    • 12. Offers / CTAs
    • 13. Landing Pages
    • 14. Emails
    • 15. Lead Intel
    • 16. Analytics
    Process
    • Publish
    • 17. Optimize
    • 18. Promote
    • 19. Target
    • 20. Capture
    • 21. Nurture
    • 22. Test
    • 23. Analyze
    • 24. Repeat
  • 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
    • Content Mgmt
    • 87. Blogging
    • 88. Social Media
    • 89. SEO
    • 90. Offers / CTAs
    • 91. Landing Pages
    • 92. Emails
    • 93. Lead Intel
    • 94. Analytics
    Process
    • Publish
    • 95. Optimize
    • 96. Promote
    • 97. Target
    • 98. Capture
    • 99. Nurture
    • 100. Test
    • 101. Analyze
    • 102. 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