Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
INTRODUCTION TO INBOUND
MARKETING FOR
INDEPENDENT SCHOOLS.
Leigh Fitzgerald and Scott Allenby present
Leigh Fitzgerald
Inbound Marketing
Specialist, HubSpot
@LeighFitz
Scott Allenby
Director of
Communications and
Marketing
@scotteallenby
Agenda
1. What is Inbound Marketing?
2. Step 1: “Attract”
3. Step 2: “Convert”
4. Step 3: “Nurture”
WHAT IS INBOUND?
The way people search for information has
changed dramatically.
If schools want to connect with their
audience today, they...
At its core, inbound is
about building
relationships with your
audience by providing
them with value
Q: How?
A: By creating authentic content and
personalized interactions throughout the
admission process to attract and eng...
Cold Emails
(SPAM)
Interruptive Ads
SEO
Blogging
Social Media
INBOUND
Customer - Centric
TRADITIONAL
Marketer - Centric
vs.
Inbound Marketing
Funnel - Education
Web
Traffic
Prospective
Students
Inquiry
Application
Blog Keywords/SEOSocial Media
Ca...
1. Attract
Step 1: Define Your Target
Audience
Create personas to better understand your target market.
• Fictional People
• You can ...
Developing Your Personas -
Proctor Academy
Tell each persona’s story using a five
chapter format:
• What is their job and ...
Step 2: Identify Keywords
(SEO)
● Know who YOU are in order to effectively
target keywords
● Answer Questions
● Keyword Pr...
Keyword Process - Proctor
Academy
• Identify programs
that are most
marketable for
your school.
• Identify ranking
opportu...
Create Content
• Develop content
unique to your
school’s
differentiating
programs.
• Use keywords to
consistently address
...
2. Convert
Start the Conversation
• No family is ready to apply to a school on the
first visit to the website
• Start the conversatio...
Conversion Points
• What are we asking our website traffic to do?
• Develop an “offer”
• Examples
– Download sample curric...
CTAs on Proctor’s Website &
Communications
CTAs on Proctor’s Website &
Communications
CTAs on Proctor’s Website &
Communications
CTAs on Proctor’s Website &
Communications
• Leverage CTA’s to drive
customers to the next actionable
step in the admissio...
Landing Pages
• Calls to Action link to Landing Pages
• Remember:
– Clear Action Oriented Header
– Explain off in 1-5 Sent...
Redefine Your Forms for Inbound
• What information
do you really want
to capture?
• How does each
form on your site
allow ...
3. Close
Segment
• Create the correct segments based on what
you know
– Persona
– Age of Child
– Interests
– Town/State
• Determine...
Developing Email Nurturing
Streams
• Identify how someone would enter a
‘workflow’
• Identify how someone will be removed ...
Examples of Nurturing – Proctor
Academy
• Segmentation based on:
– Status - parent/student
– Interests - academics, arts, ...
4. Questions?
Biggest Inbound Challenges for
Independent Schools
• Content creation
– Do you have a dedicated person/team who can genera...
Next Steps
• Inbound Marketing Assessment
– Review SEO strategy
– Get specific suggestions on how to improve your
website/...
Introduction to Inbound Marketing for Independent Schools
Introduction to Inbound Marketing for Independent Schools
Introduction to Inbound Marketing for Independent Schools
Upcoming SlideShare
Loading in …5
×

Introduction to Inbound Marketing for Independent Schools

801 views

Published on

Presentation by Leigh Fitzgerald & Scott Allenby

  • Be the first to comment

  • Be the first to like this

Introduction to Inbound Marketing for Independent Schools

  1. 1. INTRODUCTION TO INBOUND MARKETING FOR INDEPENDENT SCHOOLS. Leigh Fitzgerald and Scott Allenby present
  2. 2. Leigh Fitzgerald Inbound Marketing Specialist, HubSpot @LeighFitz
  3. 3. Scott Allenby Director of Communications and Marketing @scotteallenby
  4. 4. Agenda 1. What is Inbound Marketing? 2. Step 1: “Attract” 3. Step 2: “Convert” 4. Step 3: “Nurture”
  5. 5. WHAT IS INBOUND?
  6. 6. The way people search for information has changed dramatically. If schools want to connect with their audience today, they have to update the way they market.
  7. 7. At its core, inbound is about building relationships with your audience by providing them with value
  8. 8. Q: How? A: By creating authentic content and personalized interactions throughout the admission process to attract and engage both prospective parents and students.
  9. 9. Cold Emails (SPAM) Interruptive Ads SEO Blogging Social Media INBOUND Customer - Centric TRADITIONAL Marketer - Centric vs.
  10. 10. Inbound Marketing Funnel - Education Web Traffic Prospective Students Inquiry Application Blog Keywords/SEOSocial Media Calls to Action Forms Landing Pages Segmenting Email Nurturing Email Nurturing Attract Convert Nurture Close
  11. 11. 1. Attract
  12. 12. Step 1: Define Your Target Audience Create personas to better understand your target market. • Fictional People • You can have multiple personas • Negative Personas • What to consider: – Demographics – Geographic Location – Common Questions – Professional Background – Goals
  13. 13. Developing Your Personas - Proctor Academy Tell each persona’s story using a five chapter format: • What is their job and demographic information? • What does a day in their life look like? • What are their pain points? • Where do they go for information? • What are their common objections to your school? High Level Ski Father Learning Skills Mother 9th Grade Girl Mother Upper Classman Male Athlete Off-Campus Program Father
  14. 14. Step 2: Identify Keywords (SEO) ● Know who YOU are in order to effectively target keywords ● Answer Questions ● Keyword Process: ○ Identify opportunities to shift from Paid Search to Organic ○ Create list of “topics” ○ Expand on those topics ○ Long-Tail Keywords ○ Remember variations ○ Monitor competitors
  15. 15. Keyword Process - Proctor Academy • Identify programs that are most marketable for your school. • Identify ranking opportunities with high search volume and are ‘easy’ to rank for. • Develop content around those keywords.
  16. 16. Create Content • Develop content unique to your school’s differentiating programs. • Use keywords to consistently address your personas’ Pain Points. • Blogging • Social Media
  17. 17. 2. Convert
  18. 18. Start the Conversation • No family is ready to apply to a school on the first visit to the website • Start the conversation early • Process to Convert Traffic on Your Website: – Calls to Action – Forms – Landing Pages
  19. 19. Conversion Points • What are we asking our website traffic to do? • Develop an “offer” • Examples – Download sample curriculum – Frequently asked questions – Misconceptions of a (blank) school – Register for an on campus event – Schedule phone consultation with admissions or financial aid counselor
  20. 20. CTAs on Proctor’s Website & Communications
  21. 21. CTAs on Proctor’s Website & Communications
  22. 22. CTAs on Proctor’s Website & Communications
  23. 23. CTAs on Proctor’s Website & Communications • Leverage CTA’s to drive customers to the next actionable step in the admission process.
  24. 24. Landing Pages • Calls to Action link to Landing Pages • Remember: – Clear Action Oriented Header – Explain off in 1-5 Sentences – Use bullets, numbers and bolding in the copy – Include relevant image – Form fields that are important (relevant to what you’re giving away) – Above the fold – No menu navigation or links
  25. 25. Redefine Your Forms for Inbound • What information do you really want to capture? • How does each form on your site allow you to leverage information for future communications? • Reduce barriers to entry!
  26. 26. 3. Close
  27. 27. Segment • Create the correct segments based on what you know – Persona – Age of Child – Interests – Town/State • Determine the next logical step in the process for that parent
  28. 28. Developing Email Nurturing Streams • Identify how someone would enter a ‘workflow’ • Identify how someone will be removed from a ‘workflow’ • Determine the next logical step in the process for that parent • Remain personalized • Stay helpful, not salesy
  29. 29. Examples of Nurturing – Proctor Academy • Segmentation based on: – Status - parent/student – Interests - academics, arts, athletics, snow sports, off- campus programs – Admission Stage - inquiry, visit, interview, apply, accepted, enrolled • Development of complex workflows based on segmentation. Goal: To provide the right content to the right people at the right time through the right medium.
  30. 30. 4. Questions?
  31. 31. Biggest Inbound Challenges for Independent Schools • Content creation – Do you have a dedicated person/team who can generate top notch content on a consistent basis? • Data management – Your communication through segmentation is only as good as your data - who is managing your data? • Institutional Agility – Is your school ready to make really tough decisions on which programs matters and which don’t? You can’t be an expert at everything…
  32. 32. Next Steps • Inbound Marketing Assessment – Review SEO strategy – Get specific suggestions on how to improve your website/online marketing Leigh Fitzgerald lfitzgerald@hubspot.com 857-829-5702 @leighfitz

×