Inbound Marketing for HE

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Inbound Marketing for HE

  1. 1. Inbound Marketing for Higher Education Strategies for Boosting Enrollment
  2. 2. Matt Fradette Manager- Nonprofit/Edu Programs HubSpot @fradmatt
  3. 3. AGENDA 1. What Is Inbound Marketing? 2. Inbound for Higher Education 3. What Is HubSpot? 4. Why Inbound Marketing with HubSpot? 5. Software & Services  
  4. 4. 1 What Is Inbound Marketing?
  5. 5. 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened BROKEN. THE OLD MARKETING PLAYBOOK IS
  6. 6. Content + Context=
  7. 7. Interruptive Calls Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric INBOUNDTRADITIONAL vs.
  8. 8. Inbound updates the playbook based on the way students make decisions today Your Content! Get Found Online: •  Website pages •  Blog articles •  Social media messages •  All optimized to drive qualified leads to your site.
  9. 9. Understand Your Prospects: •  Personalize your marketing •  Identify student needs •  Understand what content pulls leads through enrollment funnel Inbound updates the playbook based on the way students make decisions today. Get Found Online: •  Website pages •  Blog articles •  Social media messages •  All optimized to drive qualified leads to your site.
  10. 10. 2 Inbound Marketing for Higher Education
  11. 11. Students are no different of prospective students view college website via mobile devices of students find college websites to be a reliable sources of information of students used social media when deciding to where to enroll Inbound Marketing practices produce more inquires than traditional outbound practices.
  12. 12. The game has changed…have you? Groups that blog 15 times or more per month get 5 times more web traffic 73% of people prefer to get information about an organization from articles versus ads! 1 in every 5 minutes spent online is spent on a social networking site
  13. 13. StudentsInquiries Alumni Inbound Marketing Methodology For Higher Ed
  14. 14. Create and share optimized content to attract quality inbound visitors to your website. Prospects Step 1: Create Content to Generate Inbound Leads Groups that blog 15 times or more per month get 5 times more web traffic 73% of people prefer to get information about an organization from articles versus ads!
  15. 15. Step 2: Convert Website Traffic Create and share optimized content to attract quality inbound visitors to your website. Gate marketing assets behind a landing page form to generate leads. Inquires Prospects
  16. 16. Step 2: Convert Website Traffic “apply now is not good enough”
  17. 17. Step 2: Convert Website Traffic provide conversion points for students who are still researching programs
  18. 18. Step 3: Drive Students to Landing Pages Catch Students earlier in the process and grow a database of prospective students
  19. 19. Impact Of Website Content On Inbound Leads.
  20. 20. Step 4: Nurture Through the Enrollment Process Create and share optimized content to attract quality inbound visitors to your website. Gate marketing assets behind a landing page form to generate leads. Nurture them with personalized, multi- channel marketing automation. Inquires Prospects Students
  21. 21. Step 4: Nurture Through Enrollment Process Convert Visitor to a Lead Learn about Programs Student Success Stories Info on Campus Visit Info on Financial Aid Push towards “apply now” Example Campaign
  22. 22. 3 What Is HubSpot?
  23. 23. Most Organizations Today Market Like This SEO Consultants + + + + +
  24. 24. An inbound marketing software platform with all the tools you need in one place. Strangers Visitors Inquiries Applicants Students Social Media Forms Email Optimization BlogSEO Sites Mobile Optimization Calls-to-Action Landing Page Optimization CRM Synch # Lead Scoring Sales Alerts Personalized Email + Web + Social Nurturing Feedback Forms Email + Web + Social Engagement ATTRACT CONVERT CLOSE DELIGHT
  25. 25. The World’s Only All-in-One Inbound Marketing Platform
  26. 26. Personalized multi-channel marketing with HubSpot. Your Prospects... •  Indicate their industry •  Read blogs •  Click on your tweets ContentContext Your Brand Social Media Website & Landing Pages Blog Email Forms Your Prospects Get... •  Content specific to their industry •  Suggested content based on what they’ve read •  Targeted messaging on social media
  27. 27. 4 Why Inbound with HubSpot?
  28. 28. Analyze Your Marketing ROI Understand which of your marketing activities are driving the best visitors, leads, and students to your programs. Students •  Keyword Rankings •  Page Views •  Blog Visits & Readership •  Competitive Analysis •  Social Media Reach •  Social Media Message Analytics •  Highest lead generating channels for •  Landing Pages •  Email •  Blogs •  Site Pages •  Contacts database size •  Number of sales qualified leads •  Blog subscribers Visitors Inquiries •  Sources ROI •  Number of customers •  Lifecycle summary
  29. 29. Attracting Quality Traffic Average Customer ROI after using Software for 1 Year 3.5x Average Increase in Monthly Website Visitors Converting Inquiries 6.1x Average Increase in Monthly Leads Closing Students 69% Report Growth in Revenue Source: MIT Sloan graduate student study available at HubSpot.com/ROI
  30. 30. HubSpot customers see early results grow over time Source: MIT Sloan graduate student study available at HubSpot.com/ROI 0 5 10 15 20 25 30 35 6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years 2.37x 6.12x 32.94x 13.75x Months after implementing HubSpot software
  31. 31. Customers Have Crowned HubSpot... Marketing Automation Index #1 in Customer Satisfaction Marketing Automation Grid #1 Overall Marketing Automation Platform
  32. 32. 3 48 317 1,150 3,855 5,961 9,500 11,000 2006 2007 2008 2009 2010 2011 2012 2013 Number of HubSpot Customers $32million in funding Acquires Named #2 Fastest Growing Software Company HubSpot Founded HubSpot Raises 35 Million for International Growth and M&A Acquires HubSpot launches European Office HubSpot’s Rapid Growth
  33. 33. 5 Software & Services
  34. 34. Tools to Attract Visitors & More... Blogging Easily create remarkable content that will help your business get found. Social Inbox Publish and see Social Analytics across Facebook, LinkedIn, Twitter and other networks. SEO Improve your search rankings and get found by quality leads.
  35. 35. Tools to Convert Leads & More... Calls-to-Action Build beautiful buttons and callouts to convert traffic to leads in a snap Landing Pages Create more pages that improve conversion rates and generate leads. Forms Ask the right questions at the right time to optimize lead conversions. Lead Management Segment leads based on their activity across your site and other channels.
  36. 36. Tools to Close Students & More... Email Personalize your emails with any field from your marketing database. Marketing Automation Use marketing automation to trigger timed follow up emails to your contacts. Analytics See which traffic sources are generating the most leads, plus other insights. Salesforce Sync Use Salesforce data to segment contacts, personalize email, and more.
  37. 37. 8+ Live Training Sessions Daily Our team of Inbound Marketing Professors hold live webinars, classes, and labs on every part of your marketing and sales funnel. Join the team or watch the recordings on your own time. Monday Tuesday Wednesday Thursday Friday COS Site Pages Content Creation Training Convert and Close Lab: Email Training: Workflows Salesforce and Lead Scoring Site Pages Lab: Blogging Training: Attract - Integration Training: Creating A Comprehensive Sales Training: Intro to Workflows Forms Training: Goal Setting Training: Buyer Personas Lab: Campaigns Training: Ultimate Sales and Marketing Alignment Live Lab: Keywords Training: Social Monitoring Lab: Landing Pages Training: Calls-to- Action + 4 More + 4 More + 4 More + 4 More + 4 More Example of weekly Schedule
  38. 38. Consulting and Services HubSpot software introduction and implementation. Goal planning and kickoff. Standard technical set-up. Lead tracking and CRM implementation. Product training and strategy execution. Consulting sessions designed around your goals. May include topics from blogging and keyword research to lead scoring to analytics and measurement. Ongoing strategy and goal achievement. Regular goal review and planning with your account manager. Ongoing product updates, best practices, and education. PHASE ONE PHASE TWO PHASE THREE
  39. 39. Support Unlimited phone and email support for ALL customers, for life Search the Knowledge Base for user guides and help docs Connect with other HubSpot users through the HubSpot Forums or User Groups
  40. 40. QUESTIONS?
  41. 41. THANK YOU
  42. 42. 6 Appendix: Software Overview
  43. 43. Tools to Attract Visitors & More... Blogging Easily create remarkable content that will help your business get found. Social Inbox Publish and see Social Analytics across Facebook, LinkedIn, Twitter and other networks. SEO Improve your search rankings and get found by quality leads.
  44. 44. Keywords Discover which keywords will bring the best organic traffic to your site and analyze your paid search campaigns. •  Track which keywords drive the best visitors & leads •  View difficulty, current rank and search volume •  Get recommendations for low-hanging fruit and long- tail keywords •  Compare your rankings to competitors
  45. 45. Create long-lasting marketing assets by publishing blog articles optimized to get found and generate leads. •  Create content to develop your thought leadership and get found online •  View detailed SEO recommendations for improving your content as you type •  Automatically publish to your social media accounts •  Automatically optimized for mobile devices with responsive design Blogging
  46. 46. Page Performance View recommendations in key SEO areas for optimizing your pages and generating quality inbound links. •  Crawl your pages for SEO on- the-spot •  See detailed SEO reports for each of your pages •  Receive specific recommendations for improving your pages •  View metrics on page views, ranked keywords, inbound links, clicks, and social media
  47. 47. Social Media Publishing Publish and track messages across multiple platforms and accounts with suggested times for increasing reach. •  Publish across multiple accounts and social media sites •  Bulk upload social messages in advance •  Schedule multiple posts at a time •  See suggested times for increasing engagement •  Shorten and track links automatically •  View click and engagement data for your leads
  48. 48. Social Media Monitoring Monitor the social activity of your leads and customers. •  Color-coded tweets highlight the strangers, leads, and customers in your social media feed. •  Create monitoring streams of targeted contacts, such as a sales reps list of leads or leads who are unresponsive over email •  View your history of interactions •  Get more information about who the person is before responding
  49. 49. Tools to Convert Leads & More... Calls-to-Action Build beautiful buttons and callouts to convert traffic to leads in a snap Landing Pages Create more pages that improve conversion rates and generate leads. Forms Ask the right questions at the right time to optimize lead conversions. Lead Management Segment leads based on their activity across your site and other channels.
  50. 50. •  Build CTAs inside of HubSpot without a designer, or upload your own custom images •  Attach CTAs to Campaigns to see how they affect high- level campaign goals. •  Display CTAs inside of any HubSpot Blog, Landing Page, Site Page, Email, or attach to your existing website. Calls-to-Action Build professional CTAs in minutes to convert your visitors into leads, complete with A/B testing and personalized Smart CTAs.
  51. 51. Landing Pages Capture inbound leads through your website with landing pages that are easy to customize, A/B test, personalize, and track. •  Build optimized landing pages in minutes without a developer •  Choose from multiple, already-optimized templates, hire a HubSpot certified designer, or have HubSpot match the look and feel of your existing site. •  Integrate with your CTAs, Contacts, Smart Content, and Social Media accounts easily
  52. 52. Forms Collect valuable information on your leads for segmentation, personalization, and follow up by your sales team. Increase conversions with Smart Fields and Progressive Profiling. •  Build optimized forms with custom fields for collecting data on your leads •  Hide fields if data has been captured previously •  Use drag-and-drop progressive profiling for increased conversions •  Set new lead notifications and sync data with your CRM •  Embed forms on any page
  53. 53. Landing Pages (Analytics) •  A/B test your Landing Pages and track the results •  View detailed conversion and source analytics for your Landing Pages •  See which channels bring your Landing Pages the most views, leads, and customers •  See which pieces of content bring in the most viewers, new contacts and customers.
  54. 54. Tools to Close Students & More... Email Personalize your emails with any field from your marketing database. Marketing Automation Use marketing automation to trigger timed follow up emails to your contacts. Analytics See which traffic sources are generating the most leads, plus other insights. Salesforce Sync Use Salesforce data to segment contacts, personalize email, and more.
  55. 55. Contacts Database Manage all of your contacts and leads in one, centralized database complete with robust profiles containing CRM data, website, email, and social media history and more. •  View a detailed timeline of every interaction a lead has had with your brand •  Sync this data with your existing CRM •  Use this data to segment, personalize your marketing, and create lead scoring
  56. 56. List Management and Segmentation Target your leads by segmenting based on information they’ve given you and how they’ve engaged with you for truly personalized marketing. •  Segment on social behaviors, site analytics, and more •  Score leads off of the same criteria •  Create static and dynamic Smart Lists •  Choose which leads get synced to Salesforce •  Segment your leads based on a contact’s demographic information from forms or behavioral data from all of your marketing channels.
  57. 57. Email Send personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective. •  A/B test elements to optimize open and click-through rates •  Personalize your message, sender, and subject lines •  Preview in other email client inboxes •  Choose from a variety of pre-tested, mobile optimized templates
  58. 58. Email Analytics See how many new leads and customers your emails generated, along with high-level open and click through rates. •  Find out who engaged with your email, and save lists for further nurturing. •  See analytics for individual link clicks within an email.
  59. 59. Lead Nurturing/Marketing Automation Trigger email messages and activities within your contact records, CRM or other 3rd party software to automate your marketing strategies. •  Trigger emails, change any contact property, and segment your database all through automation •  Move leads easily in and out of campaigns as they achieve certain goals or take certain actions •  View detailed engagement data for each step of your campaign
  60. 60. Analyze Your Marketing ROI Understand which of your marketing activities are driving the best visitors, leads, and students to your programs. Students •  Keyword Rankings •  Page Views •  Blog Visits & Readership •  Competitive Analysis •  Social Media Reach •  Social Media Message Analytics •  Highest lead generating channels for •  Landing Pages •  Email •  Blogs •  Site Pages •  Contacts database size •  Number of sales qualified leads •  Blog subscribers Visitors Inquiries •  Sources ROI •  Number of customers •  Lifecycle summary
  61. 61. Sources Analyze which of your marketing activities are driving the highest ROI in terms of visits, leads, and enrollment. •  Track how your marketing is performing in terms of visitors, leads & students •  Measure the ROI of your marketing campaigns •  Drill into detailed reports on your performance •  Compare the effectiveness of your marketing channels
  62. 62. Competitors Compare how your marketing performance stacks up to your competitors’ on key metrics over time. •  Track and compare your progress against your competitors •  View detailed Marketing Grader reports to measure your marketing •  Track your progress over time across key metrics •  Drill-down into what’s causing fluctuations in marketing performance
  63. 63. Contacts Reporting Create customized reports on your contacts database on your entire funnel. Slice and dice your segments to gain key insights on your contacts database. •  Create custom reports on any list to report on your contacts database •  Measure the results of your marketing by different segments •  Slice and dice your data to uncover the key information you need to improve your marketing

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