Stop Pushing & Start Pulling: Inbound Marketing for Higher Education

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Jay Kelly and Ann Oleson will gave this presentation on "inbound marketing" at the 2014 LASAC conference. View this presentation on powerful marketing techniques.

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Stop Pushing & Start Pulling: Inbound Marketing for Higher Education

  1. 1. Stop Pushing and Start Pulling The Evolution of Higher Education Marketing Ann Oleson, Converge Consulting Jay Kelly, Converge Consulting May 29, 2014
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  4. 4. May 29 2014 - 4 Audience is in Control
  5. 5. May 29 2014 - 5 Permission Marketing
  6. 6. May 29 2014 - 6 Definition of Inbound Marketing  Earning the attention of prospects  Making yourself easy to be found  Drawing students/alumni to your website by producing custom content that is valued
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  8. 8. May 29 2014 - 8 Search Trends
  9. 9. May 29 2014 - 9 Search Trends  About 85% of searchers never go beyond page 1 of the results  53% of all searchers click on the very first link on page #1  94% of search users choose organic over paid listing when searching, particularly for purchases Sources: "Search Engine Rankings: Why They Matter." PmbmediaWORKS. 2011. Web. 14 Mar. 2012. “Ten statistics that demonstrate the value of SEO”. Intraspin 2012. Web. 21 Mar. 2012.
  10. 10. May 29 2014 - 10 Goal To be found wherever prospective students, parents, donors, and alumni are searching.
  11. 11. May 29 2014 - 11 These guys have changed the rules!
  12. 12. May 29 2014 - 12 History of SEO Tactics: Humming Bird and Content as King
  13. 13. May 29 2014 - 13 Trends and Expectations for the Future Value is future proof and algorithm proof.”
  14. 14. May 29 2014 - 14 Modern SEO Tactics • Everything works together to build AUTHORITY – Not just one keyword, lots of keywords • Develop high level strategic themes Over 70% of the traffic you earn for any given page will come from keywords you didn’t try to optimize for. 15% of all Google searches, over half a billion per day, have never been seen before.
  15. 15. May 29 2014 - 15 More Than Just Webpages Search engines index more than just Websites  Images  Maps  Videos  News  Blogs  Social Sharing
  16. 16. May 29 2014 - 16 Videos and SEO  Think short: length, title, and description  Optimize titles, tags, and descriptions for all content  Tag ‘influencers’ in videos  Encourage FB video ‘likes’ by requesting them directly in the description of the video  Consider Promoted videos
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  20. 20. May 29 2014 - 20 Keyword Research  What are Branded and Unbranded Keywords?  Do you know your top performing Unbranded Keywords?
  21. 21. May 29 2014 - 21 SEO Keyword Report
  22. 22. May 29 2014 - 22 SEO Keyword Report
  23. 23. May 29 2014 - 23 Quality, Not Just Quantity –Strength of the linking domain –Strength of the pages the links are on –Strength of the links themselves
  24. 24. May 29 2014 - 24 That Which is Measured Improves
  25. 25. May 29 2014 - 25 SEO Checklist  Have you done a technical crawl?  Do you know your top performing Unbranded Keywords?  Have you thought about 3 to 4 overall brand messages for thematic SEO?  Do you have an SEO evangelist on campus?  Do you have a dashboard, report on SEO monthly?
  26. 26. May 29 2014 - 26 Inbound Marketing – The Pillars Get Found=SEO Be Relevant=Content Strategy Be Social=Social Media Measure=Google Analytics
  27. 27. May 29 2014 - 27 Who has a content strategy plan? Where does your school’s content exist?
  28. 28. May 29 2014 - 28 Content Strategy Content Strategy refers to the planning, development, and management of content—written or in other media. The term is particularly common in web development since the late 1990s.
  29. 29. May 29 2014 - 29 Why Should I bother with Content Strategy? Your institution’s brand is connected to everything else… Which means Brand Strategy really can’t exist without content strategy to support it.
  30. 30. May 29 2014 - 30 Strategize •What content should be created? •How will it be structured •How will I find it? •How to measure effectiveness? Create •What is the purpose, audience, and brand message? •What do we want them to learn? •What is the best format? (COPE) Measure •How are you doing with: SEO, Google Analytics, goal conversions, traffic sources, and social insights? Analyze •What content do you have? •Who is in charge? •Who is your target audience?
  31. 31. May 29 2014 - 31 What content do you have?  Webinars  Infographics  Blog posts  Videos  Printed materials (publications, magazines)  Phone scripts, speeches  Other? Analyze
  32. 32. May 29 2014 - 32  What content should be created?  How will users find it?  How will we measure it? Strategize
  33. 33. May 29 2014 - 33 Working Across the Institution Communications IT Admissions Financial Aid Faculty Sr. Leadership Marketing
  34. 34. May 29 2014 - 34 Content Process Requested Created Approved Published • Marketing • Program Stakeholder • Marketing • Subject Matter Expert (SME) • Marketing • Program Stakeholder • Compliance (as needed) • Marketing Email to Marketing Marketing Initiative Copy, Design, Interviews Email to Approve or Edit Entered and Published edits Estimate Timeline: Varies
  35. 35. May 29 2014 - 35 • Who is Using Personas?
  36. 36. May 29 2014 - 36 1. What is the purpose of the content? 2. Who is the audience? 3. What brand messages are we communicating? 4. What do we want the user to learn? 5. What is the best format to deliver the content? 6. How will we measure the success? Create
  37. 37. May 29 2014 - 37 Content Calendar Create
  38. 38. May 29 2014 - 38 • Optimize your On-Page elements for SEO. SEO + Content Strategy
  39. 39. May 29 2014 - 39 COPE  Create Once.  Publish Everywhere SEO + Content Strategy + Social
  40. 40. May 29 2014 - 40  SEO report, keyword rankings  Conversions from blog referral traffic  Google Analytics custom dashboard Measure
  41. 41. May 29 2014 - 41 Content Checklist  Do you have a strategic approach?  Do you use templates to determine priority?  Do you use personas to target specific audiences?  How do you COPE?  Do you have a process in place for assessing effectiveness of your content?
  42. 42. May 29 2014 - 42 Inbound Marketing – The Pillars Get Found=SEO Be Relevant=Content Strategy Be Social=Social Media Measure=Google Analytics
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  44. 44. May 29 2014 - 44 If Facebook were a country, where would it rank in size? 3rd, After China and India
  45. 45. May 29 2014 - 45 Facebook Advertising Custom Audiences - Upload your prospective student list and retarget your ads to move students further down your recruiting pipeline
  46. 46. May 29 2014 - 46 What’s new in Higher Education Facebook
  47. 47. May 29 2014 - 47 What’s new in Higher Education LinkedIn
  48. 48. May 29 2014 - 48 Blogs  Ties in with SEO  Student and faculty voices  Use a combination of content: news and events, alumni stories, faculty publishing, expertise and thought leadership
  49. 49. May 29 2014 - 49 Social Checklist  Do you use social monitoring?  Do you blog?  Do you have a social media strategy?  Do you have a shared social media calendar?  Do you have an identified social media champion on campus?  Do you have a measurement system in place?
  50. 50. May 29 2014 - 50 Inbound Marketing – The Pillars Get Found=SEO Be Relevant=Content Strategy Be Social=Social Media Measure=Google Analytics
  51. 51. May 29 2014 - 51 Received an email Went to a landing page Looked at degree options
  52. 52. May 29 2014 - 52 Web analytics is a process, not a tool.
  53. 53. May 29 2014 - 53 Web Analytics: A Continuous Process
  54. 54. May 29 2014 - 54  Measure quantitative and qualitative data  Continuously improve your website  Align your measurement strategy with your organizational strategy Primary web analytics tasks
  55. 55. May 29 2014 - 55 Web analytics doesn’t start here
  56. 56. May 29 2014 - 56 http://www.dilbert.com/strips/comic/2011-10-30/ Create a plan
  57. 57. May 29 2014 - 57  2,000 page views  70% returning visitors  80% bounce rate Numbers Rarely Speak for Themselves
  58. 58. May 29 2014 - 58 Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance Indicators (KPIs) 4 Targets 5 Segments
  59. 59. May 29 2014 - 59 •
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  61. 61. May 29 2014 - 61 • Goal: More than 3 minutes (180 seconds) on the site
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  64. 64. May 29 2014 - 64 Universal Analytics is Here…
  65. 65. May 29 2014 - 65 Analytics Checklist  Do you have GA installed?  Do you have Goals set up?  Have you discussed a transition to Universal Analytics?  Have you completed a GA assessment?  Do you report weekly or monthly findings to measure recruitemtn success?  Do you have an Evangelist
  66. 66. May 29 2014 - 66 Definition of Inbound Marketing  Earning the attention of prospects  Making yourself easy to be found  Drawing students/alumni to your website by producing custom content that is valued
  67. 67. May 29 2014 - 67 Ann Oleson ann@convergeconsulting.org @anncoleson Jay Kelly jay@convergeconsulting.org @jckell3

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