The Pillars of Successful Inbound Marketing

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The idea of pull vs push marketing is nothing new to marketers. Inbound marketing is the more modern definition of pull marketing that has a large presence online. You see traditional push or outbound …

The idea of pull vs push marketing is nothing new to marketers. Inbound marketing is the more modern definition of pull marketing that has a large presence online. You see traditional push or outbound marketing is broken.

Analytics, SEO, Social Media are three common buzz words in marketing circles related to inbound marketing but none of them can completely meet your marketing needs independently. To get the most out of your inbound marketing efforts you have to understand the complete picture and make sure that your individual efforts are part of a complete marketing campaign. In this presentation Kyle James will lay out a high level overview of all of the moving pieces before diving in and discussing how each of these pillars fit into a successful inbound marketing approach.

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  • Photo Credithttp://www.flickr.com/photos/isawnyu/5456498539/
  • 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.
  • 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
  • Photo credit - http://www.flickr.com/photos/ppdigital/2329201379/
  • Photo Credit - http://www.flickr.com/photos/tracy_olson/61056391/
  • http://www.flickr.com/photos/nathanbaker/479278585/The real value of a Campus Tour is it’s ability to get individuals to want to apply to your school. It can be one of the single most influential things in the decision process for a prospective student. So how much is it worth and how do we get prospective students to want to apply to our school?
  • Photo Credit - http://www.flickr.com/photos/cellphonesusie/2095494955/
  • For the purposes of this marketing discussion we’re going to assume that you already have a website and the basics in place.Photo credit - http://www.flickr.com/photos/ianvisits/4932600254/
  • Pixie Dust Photo by Angelleahttp://www.flickr.com/photos/28757002@N03/2869377454/in/photostream/
  • Three Blind Mice: Photo credithttp://www.flickr.com/photos/12392252@N03/3065029877/
  • http://www.flickr.com/photos/sam_and_ian/89837579/
  • I’m not going to be able to tell you a whole lot about doing social media because this is something schools are actually doing pretty well. I do want to remind you of some important details.
  • http://www.flickr.com/photos/wizardhere/2413404079/
  • One of the biggest points of social media is to increase engagement which ultimately leads to more applicants and student or revenue in one form or another. You can’t convert a twitter follower to a new student UNLESS they visit your website and go through the conversion process.
  • 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.
  • Otherwise it doesn’t matter if you increase traffic if you aren’t also increasing conversions.
  • I’m not going to be able to tell you a whole lot about doing social media because this is something schools are actually doing pretty well. I do want to remind you of some important details.
  • http://www.flickr.com/photos/36665622@N00/253527065/

Transcript

  • 1. The Pillars of Successful Inbound Marketing Analytics, SEO, & Social Media Done Right Kyle James @KyleJames CEO @nuCloud
  • 2. What is thepurpose of our website?
  • 3. Marketing Has Changed1950 - 2000 2000 - 2050
  • 4. Outbound Marketing
  • 5. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  • 6. Inbound MarketingBlog SEO Social Media
  • 7. Inbound MarketingBlog SEO Social Media Analytics
  • 8. Marketing Process
  • 9. STRATEGIZEDevise a strategy or strategies
  • 10. What are our goals?
  • 11. What isImportant?
  • 12. Follow the money!
  • 13. • Give Us Money!• But How? • Alumni Donations• Applicants• Schedule a Visit• Download Catalog• Get on Mailing List
  • 14. Business FunnelsMarketing Funnel Sales Funnel
  • 15. At most schools 50%+ of annual revenue comes through tuition
  • 16. Recruitment Funnel Awareness Visit Website Learn about School Convert/Engage Request Info Visit Campus Commit Apply Attend
  • 17. ROI AnalysisBuild a Business Case
  • 18. Establishing ROI If we can work backwards from thevalue of a student we can establish the value of an Interactive Campus Map. *All numbers are created as examples
  • 19. Let’s Do Some Math• Average Years = 3• Cost Per Year = $20,000• Average Yearly Discount = $10,000• Student Value = 3 * ($20,000 - $10,000)• So a Student is worth $30,000!
  • 20. 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!
  • 21. Value Of Campus Tour?
  • 22. Let’s Do Some Math• Application Value = $6,000• Conversion Rate of Visits to Applicant = 20%• Value of Visit = $6,000 * .2• So Each Student Visit is Worth $1,200!
  • 23. Let’s Do Some Math• Visit Value = $1,200• Conversion of Map to Visit = 5%• Value of a Map View = $1,200 * .05• So Each Map View is Worth $60!
  • 24. Do You Think 1,000 People Would ViewYour Map In A Month?
  • 25. Then Having A Map Is Worth $60,000! Per Month!
  • 26. You can now justify this project
  • 27. ROI Spreadsheet http://bit.ly/map-roi
  • 28. You can use this same process to decide the value of doing any web project
  • 29. Possible Important ItemsAdmission Specific General Goals• Apply to College • Sign up for eConnect• Schedule a Campus updates Visit • Watch Videos• Request Info • Subscribe to RSS• Download the • Become Facebook Viewbook Fan, Member of a• Take a Virtual Tour Group • Join Linked In • Read Blogs29
  • 30. EXECUTETo carry out; accomplish
  • 31. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
  • 32. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
  • 33. The Foundation
  • 34. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
  • 35. The Conversion Process • If we aren’t getting people to convert on our traffic then what does a thousand or a million visitors to our site matter?35
  • 36. How Do You Convert?• Conversions require Landing Pages• A Landing Page is a Page with a Form on it.
  • 37. Three Steps of a Conversion Process 1. The Call to Action 2. The Landing Page 3. The Follow-Up
  • 38. The Call to Action• Are your offers compelling?• Call to action best practices – Create urgency – Include an image – Contrasting colors – Be specific/inspirational
  • 39. The Landing Page
  • 40. 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
  • 41. The Follow-Up• Thank you page• Auto response email• Additional channels to connect• Opportunities for further engagement – Lead Nurturing – Email Marketing – Phone Calls
  • 42. Thank You Page Examples
  • 43. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
  • 44. If people can’t find it, does it matter?
  • 45. Search Engine Optimization Over 3 billion searches per day • Publish more content • Optimize your content • Promote your content
  • 46. What SEO is NOT
  • 47. SEO is Usability and Accessibility
  • 48. Search Engine Crawlers are Blind Yahoo Microsoft Google
  • 49. By the Numbers (on one site)• 30% of traffic is delivered by Search Engines• 82% of that traffic is delivered by Google• On a large college website w/ 1,000,000 visits per month that is 300,000 visitors
  • 50. It All Starts With Keywords• “It’s NOT about what you want or what you call it, it is about what people are actually looking for.”• “Nobody cares about your products (except you)” – David Meerman Scott
  • 51. Long Tail Keywords• Computer Science Degree South Carolina• Computer Science Program South Carolina• Computer Science Degree• Computer Science Major• Computer Science
  • 52. Two Parts of SEO On-Page Off-Page
  • 53. On-Page Optimization Page Title URL Meta Description Meta Headers Keywords
  • 54. Page Title Page• Describe The Page Title• Include Keywords• 70 Character Limit
  • 55. The URL• Describe The Page URL• Include Keywords• A Dynamic URL is hard to understand• What are the following two pages about?• http://tomahawktake.com/2009/04/11/game-no-5-recap-braves-5- nationals-3/• http://mlb.mlb.com/news/article.jsp?ymd=20090411&content_id=422 5972&vkey=recap&fext=.jsp&c_id=mlb
  • 56. Headers• Semantic Markup Headers• Include Keywords• Describe sections of the Page
  • 57. Semantic Markup is Like A Word Doc
  • 58. Meta Description & Keywords Meta• Unique for Each Page Keywords• Only Viewable in Source• Meta Description limit 150 characters• Meta Keyword limit 10 keywords max Meta Description
  • 59. Off-Page Optimization We’ve all heard Content is King, so Links must be the Queen?
  • 60. Your Site Is Trusted!
  • 61. Remember it’s Not About Us What are those buildings called?
  • 62. What are people looking for?
  • 63. Getting Ranked
  • 64. Search Call To ActionsPage Title Meta Description Page Title and Meta Description are all you get in search results. Make sure that they count.
  • 65. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
  • 66. Publish Content Worth Sharing
  • 67. Blogging Best Practices• Tell your story• Educational and informative not sales focused• Personal and stories from people in the field• So much more than just text (videos, pictures, etc)
  • 68. Student Blogshttp://www3.imperial.ac.uk/campus_life/studentblogs
  • 69. Faculty Blogshttp://uchicagolaw.typepad.com/
  • 70. Staff Blogshttp://fuse.ithaca.edu/staffblogs/
  • 71. Alumni Blogshttp://alumni.blogs.wvu.edu/
  • 72. President’s Blogshttp://www.usm.edu/president/blog/
  • 73. Don’t Forget To Convert
  • 74. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
  • 75. Always Share Your Content
  • 76. Always Be Ready To Give
  • 77. Make Your Content Easy To Share
  • 78. Don’t Forget Your Purpose Tie Social Media To ROI
  • 79. AnalyzeDiscover or reveal (something) through examination
  • 80. If a tree falls in a forest does it make a sound?
  • 81. Avoid Paralysis by Analysis• Are we accomplishing our goals?• Don’t try and measure everything• Focus on a few (3-5) metrics instead of everything
  • 82. Does More Visitors Matter?
  • 83. Does More Time On Site Matter?
  • 84. Is More Pages/Visit A Good Thing?
  • 85. Traffic Increase Without Increasing Conversions Is Wasted Work
  • 86. Conversions Matter! It doesn’t matter if you get a thousand visitors a month or a million if none of them are actually converting into applicants/students or donors!
  • 87. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
  • 88. Inbound Marketing is NOTA Sprint…
  • 89. Questions?Converge Consulting Kyle James@ConvergeOrg @KyleJamesann@convergeconsulting.com kyle@nucloud.com