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 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/
  • The Pillars of Successful Inbound Marketing

    1. 1. The Pillars of Successful Inbound Marketing Analytics, SEO, & Social Media Done Right Kyle James @KyleJames CEO @nuCloud
    2. 2. What is thepurpose of our website?
    3. 3. Marketing Has Changed1950 - 2000 2000 - 2050
    4. 4. Outbound Marketing
    5. 5. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
    6. 6. Inbound MarketingBlog SEO Social Media
    7. 7. Inbound MarketingBlog SEO Social Media Analytics
    8. 8. Marketing Process
    9. 9. STRATEGIZEDevise a strategy or strategies
    10. 10. What are our goals?
    11. 11. What isImportant?
    12. 12. Follow the money!
    13. 13. • Give Us Money!• But How? • Alumni Donations• Applicants• Schedule a Visit• Download Catalog• Get on Mailing List
    14. 14. Business FunnelsMarketing Funnel Sales Funnel
    15. 15. At most schools 50%+ of annual revenue comes through tuition
    16. 16. Recruitment Funnel Awareness Visit Website Learn about School Convert/Engage Request Info Visit Campus Commit Apply Attend
    17. 17. ROI AnalysisBuild a Business Case
    18. 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. 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. 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. 21. Value Of Campus Tour?
    22. 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. 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. 24. Do You Think 1,000 People Would ViewYour Map In A Month?
    25. 25. Then Having A Map Is Worth $60,000! Per Month!
    26. 26. You can now justify this project
    27. 27. ROI Spreadsheet http://bit.ly/map-roi
    28. 28. You can use this same process to decide the value of doing any web project
    29. 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. 30. EXECUTETo carry out; accomplish
    31. 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. 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. 33. The Foundation
    34. 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. 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. 36. How Do You Convert?• Conversions require Landing Pages• A Landing Page is a Page with a Form on it.
    37. 37. Three Steps of a Conversion Process 1. The Call to Action 2. The Landing Page 3. The Follow-Up
    38. 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. 39. The Landing Page
    40. 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. 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. 42. Thank You Page Examples
    43. 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. 44. If people can’t find it, does it matter?
    45. 45. Search Engine Optimization Over 3 billion searches per day • Publish more content • Optimize your content • Promote your content
    46. 46. What SEO is NOT
    47. 47. SEO is Usability and Accessibility
    48. 48. Search Engine Crawlers are Blind Yahoo Microsoft Google
    49. 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. 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. 51. Long Tail Keywords• Computer Science Degree South Carolina• Computer Science Program South Carolina• Computer Science Degree• Computer Science Major• Computer Science
    52. 52. Two Parts of SEO On-Page Off-Page
    53. 53. On-Page Optimization Page Title URL Meta Description Meta Headers Keywords
    54. 54. Page Title Page• Describe The Page Title• Include Keywords• 70 Character Limit
    55. 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. 56. Headers• Semantic Markup Headers• Include Keywords• Describe sections of the Page
    57. 57. Semantic Markup is Like A Word Doc
    58. 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. 59. Off-Page Optimization We’ve all heard Content is King, so Links must be the Queen?
    60. 60. Your Site Is Trusted!
    61. 61. Remember it’s Not About Us What are those buildings called?
    62. 62. What are people looking for?
    63. 63. Getting Ranked
    64. 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. 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. 66. Publish Content Worth Sharing
    67. 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. 68. Student Blogshttp://www3.imperial.ac.uk/campus_life/studentblogs
    69. 69. Faculty Blogshttp://uchicagolaw.typepad.com/
    70. 70. Staff Blogshttp://fuse.ithaca.edu/staffblogs/
    71. 71. Alumni Blogshttp://alumni.blogs.wvu.edu/
    72. 72. President’s Blogshttp://www.usm.edu/president/blog/
    73. 73. Don’t Forget To Convert
    74. 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. 75. Always Share Your Content
    76. 76. Always Be Ready To Give
    77. 77. Make Your Content Easy To Share
    78. 78. Don’t Forget Your Purpose Tie Social Media To ROI
    79. 79. AnalyzeDiscover or reveal (something) through examination
    80. 80. If a tree falls in a forest does it make a sound?
    81. 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. 82. Does More Visitors Matter?
    83. 83. Does More Time On Site Matter?
    84. 84. Is More Pages/Visit A Good Thing?
    85. 85. Traffic Increase Without Increasing Conversions Is Wasted Work
    86. 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. 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. 88. Inbound Marketing is NOTA Sprint…
    89. 89. Questions?Converge Consulting Kyle James@ConvergeOrg @KyleJamesann@convergeconsulting.com kyle@nucloud.com

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