eMarketing Techniques at the Speed of Light - by Brad Kleinman

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Brad Kleinman of WorkSmart eMarketing discusses "eMarketing Techniques at the Speed of Light" at the eMarketing Techniques Conference for Educators in Austin Texas on January 28th, 2009.

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eMarketing Techniques at the Speed of Light - by Brad Kleinman

  1. 1. eMarketing Techniques for Educators How to take advantage of the web to grow enrollment Sponsored by…
  2. 2. Today’s Agenda <ul><li>8:45AM – 10:00AM – Keynote Speech </li></ul><ul><li>10:00AM – 10:15AM – Break </li></ul><ul><li>10:15AM – 11:15AM – Christian Campagnuolo </li></ul><ul><li>11:15AM – 12:15PM – Richie Escovedo </li></ul><ul><li>12:15PM – 12:30PM – Break </li></ul><ul><li>12:30PM – 1:45PM – Todd Gibby </li></ul><ul><li>1:45PM – 3:00PM – Bill Bradfield </li></ul><ul><li>3:00PM – 3:15PM – Break </li></ul><ul><li>3:15PM – 4:30PM – Make It Happen Session </li></ul>
  3. 3. Keynote Speech Outline <ul><li>Accountability </li></ul><ul><li>Web 1.0 -> Web 2.0 </li></ul><ul><li>Social Media Trends </li></ul><ul><li>Benefits of eMarketing </li></ul><ul><li>Creating your Marketing System </li></ul><ul><li>Specific eMarketing Techniques </li></ul><ul><ul><li>Website Optimization </li></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Social Media Optimization </li></ul></ul>
  4. 4. Caveat #1 – The 80/20 Principle
  5. 5. Caveat #2 – Water from a Firehose
  6. 6. Caveat #3 – Have Fun!
  7. 7. Caveat #4 – Marketing Foundations
  8. 8. Accountability
  9. 9. Accountability <ul><li>Choose a partner </li></ul><ul><li>Introduce yourself </li></ul><ul><li>Commit to do ONE thing you learn today </li></ul><ul><li>Connect outside of this workshop </li></ul><ul><li>Check up with each other - MIH </li></ul>
  10. 10. The New Web
  11. 11. The New Web <ul><li>A user driven virtual world </li></ul><ul><ul><li>User driven content </li></ul></ul><ul><ul><li>Rich, interactive and user-friendly </li></ul></ul><ul><ul><li>Community and Social Network </li></ul></ul><ul><ul><li>Incorporation of Video and Mobile </li></ul></ul><ul><li>Ex. Blogs, wikis, social networks, online video, etc </li></ul>
  12. 12. If These Walls Could Talk
  13. 13. Who was the person of the year in 2006?
  14. 14. <ul><li>Conduit/Feedburner </li></ul><ul><li>iContact/Constant Contact </li></ul><ul><li>LinkedIn/Facebook </li></ul><ul><li>PBWiki/WetPaint </li></ul><ul><li>Digg/StumbleUpon </li></ul><ul><li>Upcoming.org/Confabb </li></ul><ul><li>Technorati/Blogger </li></ul>Just a few Web 2.0 sites…
  15. 15. Statistics & Trends <ul><li>Social media trends </li></ul><ul><ul><li>Facebook over 150M, $15B value </li></ul></ul><ul><ul><li>A blog is created every half second </li></ul></ul><ul><ul><li>Over 150K videos uploaded to YouTube every day </li></ul></ul>
  16. 16. Statistics & Trends <ul><li>Community College Trends </li></ul><ul><ul><li>Budgets going down </li></ul></ul><ul><ul><li>Enrollment going up </li></ul></ul><ul><ul><li>Administrators are primarily baby boomers </li></ul></ul>
  17. 17. Benefits of eMarketing <ul><li>Easy to use </li></ul><ul><li>Easy to quantify </li></ul><ul><li>Easy to customize </li></ul><ul><li>Easy to interact with users </li></ul><ul><li>Time Efficient </li></ul><ul><li>Cost efficient </li></ul><ul><li>High Return on Investment </li></ul>
  18. 18. Creating a Marketing System
  19. 19. Optimizing Websites for Conversion <ul><li>Design </li></ul><ul><ul><li>Capture viewers attention immediately </li></ul></ul><ul><ul><li>Make sure you have a call-to-action </li></ul></ul><ul><ul><li>Get them to come back </li></ul></ul><ul><li>Analysis </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Google Optimizer </li></ul></ul>
  20. 20. Capture Attention Immediately
  21. 21. Have a call-to-action
  22. 22. Google Analytics – Tracking Success
  23. 23. Tracking Goals in Google Analytics
  24. 24. Use Google Website Optimizer
  25. 25. Website Best Practices 1.) Make it EASY to buy 2.) ENGAGE your users 3.) Make sure you GET their email
  26. 26. Use Email Marketing <ul><li>Offer a value-based monthly newsletter </li></ul><ul><li>Cost effective </li></ul><ul><ul><li>~ 500 = $15/month </li></ul></ul><ul><li>View opens and clicks </li></ul><ul><ul><li>Know exactly who opened it and when </li></ul></ul><ul><li>Develops relationships </li></ul><ul><ul><li>You open email from people you trust </li></ul></ul>
  27. 27. Email Marketing Best Practices <ul><li>Focus on users needs (80%/20%) </li></ul><ul><li>Have a call to action </li></ul><ul><li>Track results and follow-up </li></ul>
  28. 28. How do you managing relationships? <ul><li>Customer Relationship Management </li></ul><ul><ul><li>Knowledge is power </li></ul></ul><ul><ul><li>Gathering inquiries from website </li></ul></ul><ul><ul><li>Synchronize with email marketing </li></ul></ul><ul><ul><li>Create a follow-up protocol </li></ul></ul><ul><ul><li>Coordinate with your team </li></ul></ul>
  29. 29. Organic VS Paid Search
  30. 30. SEO VS PPC
  31. 31. eMarketing Best Practices – SEM <ul><li>Use title tags </li></ul><ul><li>Key in to your keywords </li></ul><ul><li>Inbound links ! </li></ul>
  32. 32. Getting Started with Social Media <ul><li>What is it? </li></ul><ul><li>POST Strategy </li></ul><ul><li>Some of our favorites: </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>
  33. 33. Getting Started with Social Media From Groundswell by Charlene Li and Josh Bernoff
  34. 34. RSS – The common denominator
  35. 35. The Technology & The tools
  36. 36. Using Video
  37. 37. Using Video
  38. 38. Using Twitter
  39. 39. Using Ning
  40. 40. Using Facebook
  41. 41. Create Your Marketing System
  42. 42. Thank you! Brad Kleinman [email_address]

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