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

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
  • http://mashable.com/2009/05/27/facebook-page-vs-group/
  • 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 NCCET Webinar - Stop the Bleeding: Effective eMarketing Strategies to Save Money Presentation Transcript

  • Stop the Bleeding:
    Effective eMarketing Strategies to Save Money
    Presented by
    Brad Kleinman
    WorkSmart – eMarketing
    Brad@WorkSmart-eMarketing.com
  • Webinar Agenda
    Creating Your Marketing System
    Marketing Trends
    Market Research
    eMarketing Strategy
    Website
    Email Marketing
    Search Marketing
    Social Media
    Case Study
    Question and Answer
  • Creating a Marketing System
  • Budget Line Increases VS Decreases
    From Marketing Sherpa
  • Significant Barriers to Adoption
    From Marketing Sherpa
  • Market Research
  • 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
  • Revamp Your Website
  • Capture Attention Immediately
    Engaging content
    Strong poignant messaging
    Impactful imagery
    Educational slideshow
    Engaging video
  • 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
  • Google Analytics – Tracking Success
  • Tracking Goals in Google Analytics
  • Use Google Website Optimizer
  • Market Research - User Testing
  • Email Marketing Best Practices
    Planning
    Design, layout, and content
    Tracking and Follow-up
    Easing the pain
  • Your Email Strategy
    Get to know your customers (market research)
    Content versus promotion
    Leverage contributors
    How will you connect online and offline?
  • Building Your List
    Sign up forms throughout your website
    W I I F M ?
    Ask for email when students are signing up
    Make it a requirement
    Networking NetworkingNetworking
    Ask when you receive their business card
  • Email Design, Content and Layout
    Focus on content not promotion
    80%/20%
    Make sure there is a clear call-to-action
    Above the fold (above the scroll)
    Take advantage of the F pattern
    Use headlines and a columned layout
  • Tracking Results
  • Use Split Testing
  • Easing the pain
    CalendarizeCalendarizeCalendarize
    Place monthly blast campaigns in group calendar
    Assign topics to team members
    Focus on content not promotion
    Leverage your community
    Have them write blog posts, use email for blurbs
  • Organic VS Paid Search
  • SEO VS PPC
  • Top 3 SEO Best Practices
    Use title tags
    Key in to your keywords
    Inbound links!
  • Tools for SEO – Website Grader
  • Joining in the Conversation
    Brian Solis, co-founder of the Social Media Club
  • Using Social Media
  • Facebook Stats
    General Growth
    More than 250 million active users
    More than 120 million users log on once each day
    More than 2/3rds of users are outside of college
    The fastest growing demographic is 35+ years old
    From Facebook.com
  • Facebook Demographic Growth
  • Facebook Stats
    User Engagement
    Average user has 120 friends on the site
    More than 5billion minutes are spent on FB each day
    More than 30 million users update statuses each day
    More than 8 million users become fans of Pages each day
    From Facebook.com
  • Facebook is “Attention King”
    From AllFacebook.com
  • Facebook – THE Social NEtwork
  • What’s on your mind?
  • Facebook Events
  • Facebook Advertisements
  • Facebook Public Profiles
  • Facebook Pages Versus Groups
    Pages have more benefits than groups
    Facebook Insights
    More customization flexibility
    Post on friend’s walls as the organization
    Open to anyone, not just Facebook users
    Obtain a vanity URL (over 100 fans)
  • Measure Fan Size AND Interactions
    Fan Size
    Interactions
  • Measure Quantity AND Quality of Posts
    Quantity of Posts
    Quality of Posts
  • Track Website Improvement
  • Update it regularly!
  • Community Colleges on Facebook
  • Using LinkedIn
  • Using YouTube
  • For More Examples…
  • Case Study – Central Piedmont
  • CPCC on Social Networks
  • For More Examples…
  • Creating a Marketing System
  • Question and Answer
  • Stop the Bleeding:
    Effective eMarketing Strategies to Save Money
    Presented by
    Brad Kleinman
    WorkSmart – eMarketing
    Brad@WorkSmart-eMarketing.com