Marketing Your Entrepreneur Program - NACCE Webinar 2009

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This presentation covers how to market your entrepreneur program with both traditional and eMarketing Techniques. The webinar was a complimentary program by the National Association for Community College Entrepreneurship (NACCE), and was delivered by Brad Kleinman of WorkSmart eMarketing in 2009.

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Marketing Your Entrepreneur Program - NACCE Webinar 2009

  1. 1. M a r k e t i n g Yo u r Entrepreneurship Program
  2. 2. Webinar Agenda  Part 1 : Your Traditional Marketing Strategy The Four P’s  Market Research  Strategic Partnerships  Print Collateral  Press Releases and Media Relations  Networking events   Part 2 : Your eMarketing Strategy Website  Email Marketing  Search Marketing  Social Media   Part 3 : Tips and Supplemental Information Leveraging students  Taking advantage of your internal team  Getting the most out of your alumni  Using NACCE resources   Part 4 : Question and Answer
  3. 3. Part 1 Part 1 TRADITIONAL MARKETING Traditional Marketing
  4. 4. Creating a Marketing System
  5. 5. The Four P’s
  6. 6. Market Research
  7. 7. Strategic Partnership Strategy  Why to build relationships  How to build relationships  Mutual expectations  Organizations to partner with
  8. 8. Print Collateral
  9. 9. Your Media Kit – Duct Tape Marketing Your Case Statement 1. Your Difference Summary 2. Your Idea Client/Customer Description 3. Your Marketing Story 4. Your Product/Service Offerings 5. Case Studies 6. Testimonials 7. Client List 8. Processes and Checklists 9. Articles 10.
  10. 10. Print Collateral
  11. 11. Media Relations  Develop relationships with the media  What’s press-worthy?  New program launches  Conference announcements / keynote speakers  Success stories of clients  What to include in a press release  Quotes from program representatives  Statistics  Who/What/Where/When/Why  Online Dissemination
  12. 12. It’s all about networking
  13. 13. Part 2 Online Marketing
  14. 14. Creating a Marketing System Website Traditional Email SMO Video SEM CRM
  15. 15. Your Website  Layout and Design  Capturing their attention  Utilizing social media  Getting them to come back  Optimizing for conversion and analyzing success  Having a call to action  Gathering their email address  Using Google analytics to monitor success
  16. 16. Capture Attention Immediately
  17. 17. Capture Attention Immediately  Engaging content  Strong Poignant Messaging  Impactful Imagery  Educational Slideshow  Engaging Video
  18. 18. Have a call-to-action  Potential Calls-to-action  Click here to learn more about…  Forward and backwards buttons  Take a survey  Watch a video
  19. 19. Get them to come back - Use social media
  20. 20. Google Analytics – Tracking Success
  21. 21. Tracking Goals in Google Analytics
  22. 22. Use Google Website Optimizer
  23. 23. Your Email Campaign  Planning Developing a strategy  List segmentation  Campaigns   Design, layout, and content Getting through the spam filters  Increasing click-through  Optimizing campaigns   Tracking and Follow-up  Easing the pain
  24. 24. Your Email Strategy  Get to know your customers (market research)  Content versus promotion  Leverage contributors  How will you connect email to offline techniques?
  25. 25. Building Your List 1. Sign up forms throughout your website WIIFM?  2. Beware of too many form fields More form fields = less likely to fill out  3. Ask for email when students are signing up Make it a requirement  4. Networking Networking Networking Ask when you receive their business card 
  26. 26. Segmenting Your Lists
  27. 27. Email Campaigns
  28. 28. Email Design, Content and Layout 1. Focus on content not promotion  80%/20% 2. Make sure there is a clear call-to-action  Above the fold (above the scroll) 3. Use ‘click here’ and bright colors sparingly Alerts spam filters (run spam checker)  4. Take advantage of the F pattern Use headlines and a columned layout 
  29. 29. Tracking Results
  30. 30. Use Split Testing
  31. 31. Easing the pain 1. Calendarize Calendarize Calendarize  Place monthly blast campaigns in your group calendar 2. Assign topics to team members  Focus on content not promotion 3. Leverage your community  Have them write blog posts, and use email blasts as blurbs 4. Have program managers manage their lists  Segment their VIP contacts as well
  32. 32. Search Marketing  The difference between SEO and SEM  Why SEO > SEM  Search Engine Optimization  Pay Per Click advertising
  33. 33. Organic VS Paid Search
  34. 34. SEO VS PPC
  35. 35. eMarketing Best Practices – SEM 1. Use title tags 2. Key in to your keywords 3. Inbound links!
  36. 36. Tools for SEO – Website Grader
  37. 37. SEO – General Tips 1. Optimization requires an ongoing process 2. Talk with your customers 3. Be in the business of content creation
  38. 38. Using Social Media  What is Web 2.0H?  Blogs, Wikis and RSS feeds  Facebook, LinkedIn, and Twitter  Join us on April 15th for Web 2.0H! Tweet
  39. 39. The Technology & The tools
  40. 40. Part 3 Final Tips and Supplemental Information
  41. 41. Best Practices from NACCE  Don’t forget to leverage your students  Take advantage of your internal team  Get the most out of your alumni  Use NACCE resources  NACCE journal  Build your profile on NACCE.com
  42. 42. Part 4 Question & Answer
  43. 43. Thank You Catch me on Facebook, LinkedIn, or Email: Brad@WorkSmart-eMarketing.com OR Follow me on Twitter @BradKleinman

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