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Converge 2014: Inbound Marketing - Stop Pushing and Start Pulling - Kelly

Inbound Marketing - Stop Pushing and Start Pulling
JAY KELLY

Join Converge Consulting Principal, Jay Kelly who will take you through an evolutionary journey of how marketing and communications have changed from the outbound/push model days of buying ads and sending view books and postcards through the mail to the current model of engagement through data-driven, relevant, targeted and segmented communications (inbound/pull model).

KEY TAKEAWAYS:

Audience Segmentation - How to use data to get in front of the right segment with the right message at the right time. You will also learn by testing best practices so you are able to do more of what works and less of what doesn't and improve campaign results.
Audience Engagement - How to use best practices to increase engagement with audiences from prospect through alumni.
The Three Pillars of Inbound Marketing - Inbound marketing is about "earning your way in". We will explore ways to utilize the concepts in inbound marketing to harness the power of your faculty, students, and alumni to tell the story of your institution, improve enrollment trends, and build the power of your school’s brand.

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Converge 2014: Inbound Marketing - Stop Pushing and Start Pulling - Kelly

  1. 1. The Evolution of Marketing
  2. 2. July 21 2014 - 2
  3. 3. July 21 2014 - 3
  4. 4. July 21 2014 - 4
  5. 5. July 21 2014 - 5
  6. 6. July 21 2014 - 6
  7. 7. July 21 2014 - 7
  8. 8. July 21 2014 - 8
  9. 9. CONVERT DELIGHT July 21 2014 - 9 ATTRACT Search Engine Optimization (SEO) Digital Advertising Strategic Content Creation Social Media VISITORS STUDENTS PROMOTERS Calls-to-Action (CTAs) Landing Pages Forms Segmented Content Ongoing Engagement User Experience STRANGERS
  10. 10. July 21 2014 - 10
  11. 11. July 21 2014 - 11 Search Habits
  12. 12. July 21 2014 - 12 Search Engine Optimization (SEO) What You Need to Know  Technical assessment (crawl for errors)  On Page optimization and basic keyword research  Thematic keyword development  Off page optimization and link building  Reporting TOOL: A great Inbound and SEO tool is Moz. Plus, 30-day free trial!
  13. 13. July 21 2014 - 13
  14. 14. July 21 2014 - 14 Search Engine Optimization (SEO) Example: Thematic Keyword Development
  15. 15. July 21 2014 - 15 Strategic Content Creation
  16. 16. Strategic Content Creation  Build your calendar based on thematic research July 21 2014 - 16  Share, educate, delight... don’t sell  Aim for 15 posts per month  Develop an analytics dashboard to see what works best for YOUR audience
  17. 17. July 21 2014 - 17 Blogging Works!
  18. 18. July 21 2014 - 18 Strategic Content Creation
  19. 19. July 21 2014 - 19 Strategic Content Creation
  20. 20. July 21 2014 - 20 Video Storytelling
  21. 21. July 21 2014 - 21 Social Media
  22. 22. July 21 2014 - 22 Social Media
  23. 23. July 21 2014 - 23 Social Media
  24. 24. July 21 2014 - 24 Social Media  Join into conversations about you or industry topics  Less formal, more personality, concise, fun!  Use your content calendar to schedule consistent, on-point posts  Develop an analytics dashboard to learn how social traffic is converting on your goals
  25. 25. July 21 2014 - 25 Social Media
  26. 26. July 21 2014 - 26 Social Media
  27. 27. July 21 2014 - 27 Social Media
  28. 28. July 21 2014 - 28 Social Media
  29. 29. July 21 2014 - 29 QUIZ - Phase I: Attract Search Engine Optimization  Is your site search engine optimized on page? Technical? Off page and link building?  Are you building content based on search trends? Strategic Content  Do you have a blog?  Are you measuring success?  Is it strategic? Social Media  Do you have a strategy?  Are you measuring it?
  30. 30. July 21 2014 - 30
  31. 31. July 21 2014 - 31 Calls-To-Action (CTAs)  If you don’t ask, they’ll never do it  Critical for collecting information about prospects, which fuels inbound marketing FACT: Verbs generate the most shares on Twitter. (Science of Social Media Research)
  32. 32. July 21 2014 - 32 Calls-To-Action (CTAs)  Should go hand-in-hand with strategic content  Enticing and friendly  Knowing your prospects will help you know what would be enticing to them  Visual should stand out and be placed consistently FACT: Benefit focused terminology is more likely to entice prospects to click. (From research by The Science of Blogging)
  33. 33. July 21 2014 - 33 Calls-To-Action (CTAs)
  34. 34. July 21 2014 - 34 Calls-To-Action (CTAs)
  35. 35. July 21 2014 - 35 Landing Pages
  36. 36. July 21 2014 - 36 Landing Pages  Unique landing page per campaign with Google Analytics applied  Clear  Free of clutter, compelling copy  Mobile Optimized  Only capture what you use
  37. 37. July 21 2014 - 37 Test, test, test FACT: Testing radically different landing pages against each other yielded a conversion increase of 264% for Marian University. (Ion Interactive)
  38. 38. July 21 2014 - 38  Collects valuable information  Tie into CRM systems to automate recruitment  Multi-page forms are perfect for tracking with Google Analytics goal funnels for added info
  39. 39. July 21 2014 - 39  Keep them short – only collect what you use  Break them up into multiple pages, but provide a status bar  Use in-line validation  Explain what you’ll use the information for – and mean it
  40. 40. July 21 2014 - 40 Landing Page and Form
  41. 41. July 21 2014 - 41 QUIZ - Phase II: Convert Calls to Action  Do you have calls to action every opportunity?  Are they directing the user to what’s next? Landing Pages  Do you have landing pages?  Are they following best practices? Forms  Do you strategically use forms?  Are they optimized and following best practices?
  42. 42. July 21 2014 - 42
  43. 43. July 21 2014 - 43 Targeted Content  Right message, right audience, right time  Prospective students are asking “what’s in it for me?”  Answer specific questions to engage in a meaningful way FACT: 61% of consumer say they feel better about and are more likely to buy from a company the delivers custom content. (Custom Content Council)
  44. 44. July 21 2014 - 44 Targeted Content
  45. 45. July 21 2014 - 45 Targeted Content Example
  46. 46. July 21 2014 - 46 Targeted Content
  47. 47. July 21 2014 - 47 Ongoing Engagement  Repeat “customers” are your best advocates  The trust factor: word of mouth  Improve retention FACT: 77% of consumer are more likely to buy a new product when learning about it from friends or family. (Nielsen)
  48. 48. July 21 2014 - 48 Ongoing Engagement  Social Media  Events – online and in person  Segmented email lists  Measure success, in person or online FACT: MailChimp found that segmented emails perform about 15% better than average on opens and clicks than non-segmented lists. (MailChimp)
  49. 49. July 21 2014 - 49 User Experience  Should be effortless: “it gets out of the way”  Promotes further engagement  Mobile is critical  Improve through user testing and heuristic evaluations FACT: 48% of users say that if they arrive on a business site that isn’t working well on mobile, they take it as an indication of the business simply not caring (MarginMedia) FACT: Only 55% of companies are currently conducting any kind of online user experience testing. (Econsultancy)
  50. 50. July 21 2014 - 50 User Experience
  51. 51. July 21 2014 - 51 User Experience Example
  52. 52. July 21 2014 - 52 QUIZ - Phase III: Delight Targeted Content  Do you know who your audiences are?  Have you developed targeted messages (email, social, online) to answer their questions? Ongoing Engagement  Do you provide customized experiences?  How do you encourage current students and alumni to share their experiences? User Experience  Have you done user testing?  Have you optimized for mobile?
  53. 53. July 21 2014 - 53 Inbound Marketing Results
  54. 54. July 21 2014 - 54 Inbound Marketing Results
  55. 55. July 21 2014 - 55 Inbound Marketing Results
  56. 56. July 21 2014 - 56 Inbound Marketing Results “ We want to move where the market is going, not where it’s been.” (Marketer Surveyed in Hubspot’s State of Inbound Marketing 2013)
  57. 57. July 21 2014 - 57

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  • AndrePorter

    Oct. 18, 2014

Inbound Marketing - Stop Pushing and Start Pulling JAY KELLY Join Converge Consulting Principal, Jay Kelly who will take you through an evolutionary journey of how marketing and communications have changed from the outbound/push model days of buying ads and sending view books and postcards through the mail to the current model of engagement through data-driven, relevant, targeted and segmented communications (inbound/pull model). KEY TAKEAWAYS: Audience Segmentation - How to use data to get in front of the right segment with the right message at the right time. You will also learn by testing best practices so you are able to do more of what works and less of what doesn't and improve campaign results. Audience Engagement - How to use best practices to increase engagement with audiences from prospect through alumni. The Three Pillars of Inbound Marketing - Inbound marketing is about "earning your way in". We will explore ways to utilize the concepts in inbound marketing to harness the power of your faculty, students, and alumni to tell the story of your institution, improve enrollment trends, and build the power of your school’s brand.

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