It’s not just about your website…
It’s about your web strategy.
eMarketing Techniques for Educators
By David Toth
David@WorkSmart-eMarketing.com

Keynote Speech Outline
• Accountability
• Web 1.0 -> Web 2.0
• Social Media Trends
• Benefits of eMarketing
• Creating your Marketing System
• Specific eMarketing Techniques
– Website Optimization
– Email Marketing
– Search Engine Optimization
– Social Media Optimization

Accountability

Accountability
1. Choose a partner
2. Introduce yourself
3. Commit to do ONE thing you learn today
4. Connect outside of this workshop
5. Check up with each other - MIH

The New Web

The New Web
• A user driven virtual world
– User driven content
– Rich, interactive and user-friendly
– Community and Social Network
– Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc

A Vision of Students Today

Who was the person of the year in 2006?

Statistics & Trends
• Social media trends
– Facebook over 175M, $15B value
– A blog is created every half second
– Over 150K videos uploaded to YouTube every day
– 75% of adults 18-24 are on social networks

Budget Line Increases VS Decreases

Significant Barriers to Adoption

Benefits of eMarketing
• Easy to use
• Easy to quantify
• Easy to customize
• Easy to interact with users
• Time Efficient
• Cost efficient
• High Return on Investment

Creating a Marketing System
Website
Traditional Email
SMO Video
SEM CRM

Optimizing Websites for Conversion
• Design
– Capture viewers attention immediately
– Make sure you have a call-to-action
– Get them to come back
• Analysis
– Google Analytics
– Google Optimizer

Capture Attention Immediately

Engage your users

Google Analytics – Tracking Success

Tracking Goals in Google Analytics

Use Google Website Optimizer

Website Best Practices
1.) Make it EASY to buy
2.) ENGAGE your users
3.) GET their email

Use Email Marketing
• Cost effective
– ~ 500 = $15/month
• View opens and clicks
– Know exactly who opened it and when
• Develops relationships
– You open email from people you trust
• Offer a value-based monthly newsletter

Email Marketing Best Practices
1. Focus on users needs (80%/20%)
2. Have a call to action
3. Track results and follow-up

Tips from the Tweetisphere

Managing Relationships
• Customer Relationship Management
– Knowledge is power
– Gathering inquiries from website
– Synchronize with email marketing
– Create a follow-up protocol
– Coordinate with your team

Organic VS Paid Search

SEO VS PPC

eMarketing Best Practices – SEM
1. Use title tags
2. Key in to your keywords
3. Inbound links!

eMarketing Best Practices – SEM
• Page title
• Keyword density
• H1, H2, H3 tags
• Bold text
• Anchor text
• Keyword phrase or theme for each page
• Robot friendly page URL

Use Website Grader

Getting Started with Social Media
• What is it?
• POST Strategy
• Some of our favorites:
– YouTube
– LinkedIn
– Facebook
– Twitter
– Blogs

RSS – The common denominator

Getting Started with Social Media
From Groundswell by Charlene Li and Josh Bernoff

General Tips for Social Media
• Tip #1
– Leverage signature lines
• ‘Follow Us on Twitter’, ‘See Us on YouTube’, ‘Connect to Us
on Facebook’
• Tip #2
– Leverage evangelists
• Encourage sharing
– Twitter, Digg, Reddit
• Tip #3
– Systematize and Calendarize
• KISS!

The Technology & The tools

Using Blogs

Using Video

Using Twitter

Facebook Page

Using LinkedIn and Facebook

Creating a Marketing System
Website
Traditional Email
SMO Video
SEM CRM

It’s not just about your website…
It’s about your web strategy.
Thank you!
David Toth
David@WorkSmart-eMarketing.com