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Inbound 2.0: A Journey to What’s New and What’s Next in Inbound Marketing

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Inbound 2.0: A Journey to What’s New and What’s Next in Inbound Marketing by Converge's Jay Kelly at the 2014 AMA Symposium for the Marketing of Higher Education - Austin.

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Inbound 2.0: A Journey to What’s New and What’s Next in Inbound Marketing

  1. 1. November 2014 - 1 Inbound Marketing 2.0 What’s New & Next
  2. 2. November 2014 - 2 The way people research has changed… 44% of direct mail is never opened 86% skip TV commercials 91% unsubscribe from emails 200 Million say “do not call”
  3. 3. November 2014 - 3
  4. 4. November 2014 - 4 Instead… prospective students do research online 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
  5. 5. November 2014 - 5 Inbound Marketing What is it? • Inbound marketing focuses on creating quality content that pulls people toward your school, where they naturally want to be. • By aligning the content you publish with your prospective student’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time. inbound
  6. 6. Contacts Students Alumni November 2014 - 6 Inbound Marketing Methodology
  7. 7. November 2014 - 7 1
  8. 8. November 2014 - 8 Search Habits
  9. 9. November 2014 - 9 Step 1: Attact Website Traffic Paid Results: “online MBA” costs $59/click 2nd Organic Result: Reoccurring asset, will continue to appear year after year
  10. 10. November 2014 - 10 Step 1: Attract Website Traffic Paid Results: “online MBA” costs $59/click 2nd Organic Result: Reoccurring asset, will continue to appear year after year
  11. 11. November 2014 - 11 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!
  12. 12. November 2014 - 12
  13. 13. 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 • Compare your rankings to competitors November 2014 - 13
  14. 14. November 2014 - 14
  15. 15. November 2014 - 15 Search Engine Optimization (SEO) Example: Thematic Keyword Development
  16. 16. November 2014 - 16 Link Building
  17. 17. November 2014 - 17 Link Building
  18. 18. November 2014 - 18 Strategic Content Creation • Share, educate, delight... don’t sell • Build your content based on thematic research • Aim for 15 posts per month • Develop an analytics dashboard to see what works best for YOUR audience
  19. 19. November 2014 - 19 Targeted Content • Prospective students are asking “what’s in it for me?” • Answer specific questions to engage in a meaningful way • Right message, right audience, right time 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)
  20. 20. November 2014 - 20 Targeted Content
  21. 21. November 2014 - 21 Targeted Content
  22. 22. Blogging 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 November 2014 - 22
  23. 23. November 2014 - 23
  24. 24. November 2014 - 24 Optimized blog posts for target keywords Social Media sharing buttons for content to be shared to new audiences • Websites that blog have 55% more traffic than websites that do not • 75% of all clicks go to Organic Search results • Companies that blog have 97% more inbound links than companies that don’t Step 1: Attract Website Traffic
  25. 25. November 2014 - 25 Strategic Content Creation
  26. 26. November 2014 - 26 Strategic Content Creation
  27. 27. November 2014 - 27 Show & Tell
  28. 28. November 2014 - 28 Social Media
  29. 29. November 2014 - 29 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
  30. 30. November 2014 - 30 Social Media
  31. 31. November 2014 - 31 Social Media
  32. 32. November 2014 - 32 Social Media
  33. 33. November 2014 - 33 Social Media
  34. 34. November 2014 - 34 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?
  35. 35. November 2014 - 35 2
  36. 36. November 2014 - 36 Calls-To-Action (CTAs) • If you don’t ask, they’ll never do it • Critical for collecting information about prospects, which fuels inbound marketing
  37. 37. November 2014 - 37 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)
  38. 38. November 2014 - 38 Step 2: Convert Website Traffic “Apply Now” is not good enough
  39. 39. Step 2: Convert Website Traffic Provide a conversion point for students while they’re still researching programs. November 2014 - 39
  40. 40. November 2014 - 40 Calls-To-Action (CTAs)
  41. 41. Call to Action Build professional CTAs in minutes to convert your visitors into leads, complete with A/B testing. • Build CTAs or upload your own custom images • Display CTAs on your pages, blog posts and emails • Display Smart CTAs based on contact properties November 2014 - 41
  42. 42. November 2014 - 42 Landing Pages
  43. 43. November 2014 - 43 Landing Pages • Unique landing page per campaign with Google Analytics applied • Clear • Free of clutter, compelling copy • Mobile Optimized • Only capture what you use
  44. 44. November 2014 - 44 Test, Test, Test FACT: Testing radically different landing pages against each other yielded a conversion increase of 264% for Marian University. (Ion Interactive)
  45. 45. November 2014 - 45 • Keep them short – only collect what you use • Break them up into multiple pages, but provide a status bar • Explain what you’ll use the information for – and mean it
  46. 46. November 2014 - 46 Landing Page and Form
  47. 47. November 2014 - 47 Best Practices
  48. 48. November 2014 - 48 Best Practices
  49. 49. November 2014 - 49 Best Practices
  50. 50. November 2014 - 50 Best Practices
  51. 51. November 2014 - 51 Best Practices
  52. 52. November 2014 - 52 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?
  53. 53. November 2014 - 53 3
  54. 54. Email Marketing Send personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective. • Personalize your message, sender, and subject lines • View detailed engagement analytics • Choose from a variety of pre-tested templates November 2014 - 54
  55. 55. November 2014 - 55 Example
  56. 56. November 2014 - 56 Step 3: Nurture and Build a Relationship Example Campaign Convert Visitor to a Lead Meet Professors Student Success Stories Info on Campus Visit Push towards “apply now” Info on Financial Aid
  57. 57. Workflows Automation App Trigger email messages and activities within your contact records to automate your email marketing strategies. • Trigger emails, actions in your Contacts database & webhooks • Create custom lead scoring • Move leads easily to different workflows and lists • View detailed engagement data November 2014 - 57
  58. 58. November 2014 - 58 4
  59. 59. November 2014 - 59 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)
  60. 60. November 2014 - 60 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)
  61. 61. November 2014 - 61 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)
  62. 62. Sources Analyze which of your marketing activities are driving the highest ROI in terms of visits, leads, and students. • 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 November 2014 - 62
  63. 63. November 2014 - 63 Competitors Report Analyze how you compare to your competitor’s online presence.
  64. 64. November 2014 - 64 QUIZ – Phase IV: 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?
  65. 65. Digital & Inbound Marketing November 2014 - 65 Satish & Yasmin Gupta College of Business
  66. 66. 2,700 50% 7 million November 2014 - 66 Digital Marketing • LinkedIn InMail & Display Ad Digital Campaign • July 23-September 30
  67. 67. 2,700 50% 7 million November 2014 - 67 Digital Marketing • LinkedIn InMail & Display Ad Digital Campaign • July 23-September 30 MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA MBA
  68. 68. November 2014 - 68 Traditional Media Mix
  69. 69. November 2014 - 69 Inbound Marketing Strategy
  70. 70. November 2014 - 70 Marketing Automation
  71. 71. November 2014 - 71 Persona Development
  72. 72. November 2014 - 72 Targeted Digital Marketing • LinkedIn InMail & Display Ad Digital Campaign • 8 Weeks digital
  73. 73. November 2014 - 73 Optimized Landing Pages Customized for each digital campaign digital
  74. 74. November 2014 - 74 Campaign Analytics User’s Interactions digital
  75. 75. November 2014 - 75 Campaign Analytics User’s Page View Activity digital
  76. 76. • 628,831 impressions • 611 click-throughs • 17 prospects • 1 admitted student November 2014 - 76 Campaign Results • 969,000 impressions • 520 click-throughs • 43 prospects • 2 admitted students digital
  77. 77. November 2014 - 77 What’s next? • Offer Library – MBA Buyer’s Guide – “Are you ready for an MBA?” – Master’s Career Guide – Financing Your Education – Capstone Experience – Benefits of STEM inbound
  78. 78. November 2014 - 78 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)
  79. 79. November 2014 - 79

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