NCCET Webinar - Stop the Bleeding: Effective eMarketing Strategies to Save Money


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Brad Kleinman of WorkSmart eMarketing discusses various eMarketing Techniques Community Colleges are utilizing to grow enrollment.

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  • Number of US Facebook Users Over 35 Nearly Doubles in Last 60 DaysMarch 25th, 2009
  • Last semester, because of budget cuts, they discontinued printing and mailing their course catalog.  Instead, they put the catalog on-line and drove people to their website with press releases, postcards, e-mail blast and social media using facebook, social media and twitter.  The result has been great.  Enrollments are up 12%.  Customers are happy to get the catalog on-line and they will continue using this process. 
  • “Social networking has surpassed the popularity of email and is a cost-effective way for us to communicate our news and events to the Charlotte Community.  Central Piedmont Community College announced that it has added a social media component to its ongoing marketing initiatives, and created profiles on LinkedIn, Twitter and Facebook.  The new sites will help the College raise awareness of its many degree and certification programs and better communicate its news and events to its many audiences.  It is important to provide programs and services that the public needs and deserves.  Social media promotes dialogue.  By communicating directly with our audiences, we’ll be able to foster two-way communication and build stronger relationships, while simultaneously enhancing our processes.”
  • NCCET Webinar - Stop the Bleeding: Effective eMarketing Strategies to Save Money

    1. 1. Stop the Bleeding: <br />Effective eMarketing Strategies to Save Money<br />Presented by <br />Brad Kleinman <br />WorkSmart – eMarketing<br /><br />
    2. 2. Webinar Agenda<br />Creating Your Marketing System<br />Marketing Trends<br />Market Research<br />eMarketing Strategy<br />Website<br />Email Marketing<br />Search Marketing<br />Social Media <br />Case Study<br />Question and Answer<br />
    3. 3. Creating a Marketing System<br />
    4. 4. Budget Line Increases VS Decreases<br />From Marketing Sherpa<br />
    5. 5. Significant Barriers to Adoption<br />From Marketing Sherpa<br />
    6. 6. Market Research<br />
    7. 7. Your Website<br />Layout and design<br />Capturing their attention<br />Utilizing social media<br />Getting them to come back <br />Optimizing for conversion and analyzing success<br />Having a call to action<br />Gathering their email address<br />Using Google analytics to monitor success<br />
    8. 8. Revamp Your Website<br />
    9. 9. Capture Attention Immediately<br />Engaging content<br />Strong poignant messaging<br />Impactful imagery<br />Educational slideshow<br />Engaging video<br />
    10. 10. Have a call-to-action<br />Potential calls-to-action<br />Click here to learn more about…<br />Forward and backwards buttons<br />Take a survey<br />Watch a video<br />
    11. 11. Google Analytics – Tracking Success<br />
    12. 12. Tracking Goals in Google Analytics<br />
    13. 13. Use Google Website Optimizer<br />
    14. 14. Market Research - User Testing<br />
    15. 15. Email Marketing Best Practices<br />Planning<br />Design, layout, and content<br />Tracking and Follow-up<br />Easing the pain<br />
    16. 16. Your Email Strategy<br />Get to know your customers (market research)<br />Content versus promotion<br />Leverage contributors<br />How will you connect online and offline?<br />
    17. 17. Building Your List<br />Sign up forms throughout your website<br />W I I F M ?<br />Ask for email when students are signing up<br />Make it a requirement<br />Networking NetworkingNetworking<br />Ask when you receive their business card<br />
    18. 18. Email Design, Content and Layout<br />Focus on content not promotion<br />80%/20%<br />Make sure there is a clear call-to-action<br />Above the fold (above the scroll)<br />Take advantage of the F pattern<br />Use headlines and a columned layout<br />
    19. 19. Tracking Results<br />
    20. 20. Use Split Testing<br />
    21. 21. Easing the pain<br />CalendarizeCalendarizeCalendarize<br />Place monthly blast campaigns in group calendar<br />Assign topics to team members<br />Focus on content not promotion<br />Leverage your community<br />Have them write blog posts, use email for blurbs<br />
    22. 22. Organic VS Paid Search<br />
    23. 23. SEO VS PPC<br />
    24. 24. Top 3 SEO Best Practices <br />Use title tags<br />Key in to your keywords<br />Inbound links!<br />
    25. 25. Tools for SEO – Website Grader<br />
    26. 26. Joining in the Conversation<br />Brian Solis, co-founder of the Social Media Club<br />
    27. 27. Using Social Media<br />
    28. 28. Facebook Stats<br />General Growth<br />More than 250 million active users<br />More than 120 million users log on once each day<br />More than 2/3rds of users are outside of college<br />The fastest growing demographic is 35+ years old<br />From<br />
    29. 29. Facebook Demographic Growth<br />
    30. 30. Facebook Stats<br />User Engagement<br />Average user has 120 friends on the site<br />More than 5billion minutes are spent on FB each day<br />More than 30 million users update statuses each day<br />More than 8 million users become fans of Pages each day <br />From<br />
    31. 31. Facebook is “Attention King”<br />From<br />
    32. 32. Facebook – THE Social NEtwork<br />
    33. 33. What’s on your mind?<br />
    34. 34. Facebook Events<br />
    35. 35. Facebook Advertisements<br />
    36. 36. Facebook Public Profiles<br />
    37. 37. Facebook Pages Versus Groups<br />Pages have more benefits than groups<br />Facebook Insights<br />More customization flexibility<br />Post on friend’s walls as the organization<br />Open to anyone, not just Facebook users<br />Obtain a vanity URL (over 100 fans)<br />
    38. 38. Measure Fan Size AND Interactions<br />Fan Size<br />Interactions<br />
    39. 39. Measure Quantity AND Quality of Posts<br />Quantity of Posts<br />Quality of Posts<br />
    40. 40. Track Website Improvement<br />
    41. 41. Update it regularly!<br />
    42. 42. Community Colleges on Facebook<br />
    43. 43. Using LinkedIn<br />
    44. 44. Using YouTube<br />
    45. 45. For More Examples…<br />
    46. 46. Case Study – Central Piedmont<br />
    47. 47. CPCC on Social Networks<br />
    48. 48. For More Examples…<br />
    49. 49. Creating a Marketing System<br />
    50. 50. Question and Answer<br />
    51. 51. Stop the Bleeding: <br />Effective eMarketing Strategies to Save Money<br />Presented by <br />Brad Kleinman <br />WorkSmart – eMarketing<br /><br />