Inbound School Marketing: Is Your Website Helping The Bottom Line?

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The rules of the game have changed. Having a website is standard practice but your website is more than a branding piece for your institution. The majority of almost every school’s annual budget comes from tuition so helping increase enrollment has to be the site's top priority. Are you fully leveraging it for a marketing purpose? How is your social media, blogging, mobile efforts and search engine optimization coming together to help you meet these goals? In this presentation, you'll get a blue print for success. We will discuss the importance of your website in the marketing and recruitment funnel, how you can actually get a ROI on marketing and give you formulas and calculators to financially justify future projects.

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  • What gives me the right to talk on this subject with authority?
  • What do we want our website to do? What is it’s major purpose? Most of the time the #1 goal is going to be recruit students and everything else falls a distant second so keep that audience in mind. Build for your main audience, but don’t forget your other audiences. You will find that you can do this while still staying relevant to everyone.
  • So what is important to me? What should I be tracking?Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the ViewbookTake a Virtual TourGeneral GoalsSign up for eConnect updatesWatch VideosSubscribe to RSSBecome Facebook Fan, Member of a GroupJoin Linked InRead Blogs
  • Photo Credit - http://www.flickr.com/photos/tracy_olson/61056391/
  • We have heard for years that the physical campus tour is the single most important element in the recruitment process and now we have the data to back that up.https://www.noellevitz.com/papers-research-higher-education/2012/e-expectations-college-student-conversations
  • http://www.flickr.com/photos/nathanbaker/479278585/The real value of a Campus Tour is it’s ability to get individuals to want to apply to your school. It can be one of the single most influential things in the decision process for a prospective student. So how much is it worth and how do we get prospective students to want to apply to our school?
  • Photo Credit - http://www.flickr.com/photos/cellphonesusie/2095494955/
  • For the purposes of this marketing discussion we’re going to assume that you already have a website and the basics in place.Photo credit - http://www.flickr.com/photos/ianvisits/4932600254/
  • Pixie Dust Photo by Angelleahttp://www.flickr.com/photos/28757002@N03/2869377454/in/photostream/
  • Three Blind Mice: Photo credithttp://www.flickr.com/photos/12392252@N03/3065029877/
  • http://www.flickr.com/photos/sam_and_ian/89837579/
  • I’m not going to be able to tell you a whole lot about doing social media because this is something schools are actually doing pretty well. I do want to remind you of some important details.
  • http://www.flickr.com/photos/wizardhere/2413404079/
  • One of the biggest points of social media is to increase engagement which ultimately leads to more applicants and student or revenue in one form or another. You can’t convert a twitter follower to a new student UNLESS they visit your website and go through the conversion process.
  • Same can be said for a website. You can have the greatest website in the world, but if nobody is visiting it is it making a difference? Of course you have to get people to visit, but knowing what they do when they visit is equally important.
  • Otherwise it doesn’t matter if you increase traffic if you aren’t also increasing conversions.
  • I’m not going to be able to tell you a whole lot about doing social media because this is something schools are actually doing pretty well. I do want to remind you of some important details.
  • http://www.flickr.com/photos/9190330@N06/5810163712/
  • Inbound School Marketing: Is Your Website Helping The Bottom Line?

    1. 1. Inbound School MarketingIs Your Website Helping the Bottom Line? Kyle James @KyleJames CEO @nuCloud Founder @eduGuru
    2. 2. Who Am I?
    3. 3. What is thepurpose of our website?
    4. 4. Marketing Has Changed1950 - 2000 2000 - 2050
    5. 5. Outbound Marketing
    6. 6. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
    7. 7. Traditional Marketing Not Enoughhttp://bit.ly/SHJ2Px
    8. 8. Inbound MarketingBlog SEO Social Media
    9. 9. Inbound MarketingBlog SEO Social Media Analytics
    10. 10. What isImportant?
    11. 11. What are our goals?
    12. 12. Who has aDegree/Background in Marketing?
    13. 13. Marketing Process
    14. 14. STRATEGIZEDevise a strategy or strategies
    15. 15. At most schools 50%+ of annual revenue comes through tuition
    16. 16. Follow The Money!
    17. 17. • Give Us Money!• But How?• Applicants • Alumni Donations• Schedule a Visit• Download Catalog• Get on Mailing List
    18. 18. Marketing ProcessMarketing Funnel Sales Funnel
    19. 19. Recruitment Funnel Awareness Visit Website Learn about School Convert/Engage Request Info Visit Campus Commit Apply Attend
    20. 20. Let’s give a specific example The Virtual Tour
    21. 21. Physical Campus Tour Is CriticalData from Noel-Levitz – www.noellevitz.com
    22. 22. Vital toRecruitment
    23. 23. ROI AnalysisBuild a Business Case
    24. 24. Establishing ROI If we can work backwards from thevalue of a student we can establish the value of an Interactive Campus Map. *All numbers are created as examples
    25. 25. Let’s Do Some Math
    26. 26. What is the value of a Student?• Average Years = 3• Cost Per Year = $20,000• Average Yearly Discount = $10,000• Student Value = 3 * ($20,000 - $10,000)• So a Student is worth $30,000!
    27. 27. What is the value of an Applicant?• Student Value = $30,000• Conversion Rate in Applicant = 20%• App Value = $30,000 * .2• So an Applicant is worth $6,000!
    28. 28. Value Of Campus Tour?
    29. 29. What is a Campus Visit Worth?• Application Value = $6,000• Conversion Rate of Visits to Applicant = 20%• Value of Visit = $6,000 * .2• So Each Student Visit is Worth $1,200!
    30. 30. What is a Virtual Tour Visit Worth?• Visit Value = $1,200• Conversion of Map to Visit = 5%• Value of a Map View = $1,200 * .05• So Each Map View is Worth $60!
    31. 31. Do You Think 1,000People Would View Your Map In A Month?
    32. 32. Then Having A Map Is Worth $60,000! Per Month!
    33. 33. You can now justify this project
    34. 34. ROI Spreadsheethttp://bit.ly/map-roi
    35. 35. Let’s take a step back
    36. 36. You can use this sameprocess to decide the value of doing any web project
    37. 37. Possible Important ItemsAdmission Specific General Goals• Apply to College • Sign up for eConnect• Schedule a Campus Visit updates• Request Info • Watch Videos• Download the • Subscribe to RSS Viewbook • Become Facebook Fan,• Take a Virtual Tour Member of a Group • Join Linked In • Read Blogs38
    38. 38. Why Does 70% Not Do This?http://bit.ly/SHJ2Px
    39. 39. EXECUTETo carry out; accomplish
    40. 40. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
    41. 41. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
    42. 42. The Foundation
    43. 43. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
    44. 44. The Conversion Process • If we aren’t getting people to convert on our traffic then what does a thousand or a million visitors to our site matter?45
    45. 45. How Do You Convert?• Conversions require Landing Pages• A Landing Page is a Page with a Form on it.
    46. 46. Three Steps of a Conversion Process1. The Call to Action2. The Landing Page3. The Follow-Up
    47. 47. The Call to Action• Are your offers compelling?• Call to action best practices – Create urgency – Include an image – Contrasting colors – Be specific/inspirational
    48. 48. The Landing Page
    49. 49. The Landing Page• Keep it simple – Little to no navigation or other links• People scan, don’t read – Bullet points – Pictures – Bold copy – Five second rule• Make it instantly obvious what they will get• Shorter the form the higher the conversion rate• Possible alternative call to actions
    50. 50. The Follow-Up• Thank you page• Auto response email• Additional channels to connect• Opportunities for further engagement – Lead Nurturing – Email Marketing – Phone Calls
    51. 51. Thank You Page Examples
    52. 52. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
    53. 53. If people can’t find it, does it matter?
    54. 54. Search Engine OptimizationOver 3 billion searches per day • Publish more content • Optimize your content • Promote your content
    55. 55. What SEO is NOT
    56. 56. SEO is Usability and Accessibility
    57. 57. Search Engine Crawlers are Blind Yahoo MicrosoftGoogle
    58. 58. By the Numbers (on one site)• 30% of traffic is delivered by Search Engines• 82% of that traffic is delivered by Google• On a large college website w/ 1,000,000 visits per month that is 300,000 visitors
    59. 59. It All Starts With Keywords• “It’s NOT about what you want or what you call it, it is about what people are actually looking for.”• “Nobody cares about your products (except you)” – David Meerman Scott
    60. 60. Long Tail Keywords• Computer Science• Computer Science Major• Computer Science Degree• Computer Science Program South Carolina• Computer Science Degree South Carolina
    61. 61. Two Parts of SEOOn-Page Off-Page
    62. 62. On-Page Optimization Page Title URL Meta Description Meta HeadersKeywords
    63. 63. Off-Page OptimizationWe’ve all heard Content is King, so Links must be the Queen?
    64. 64. Your Site Is Trusted!
    65. 65. Remember it’s Not About Us What are those buildings called?
    66. 66. What are people looking for?
    67. 67. Getting Ranked
    68. 68. Search Call To ActionsPage Title Meta Description Page Title and Meta Description are all you get in search results. Make sure that they count.
    69. 69. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
    70. 70. Publish Content Worth Sharing
    71. 71. Blogging Best Practices• Tell your story• Educational and informative not sales focused• Personal and stories from people in the field• So much more than just text (videos, pictures, etc)
    72. 72. Student Blogshttp://www3.imperial.ac.uk/campus_life/studentblogs
    73. 73. Faculty Blogshttp://uchicagolaw.typepad.com/
    74. 74. Staff Blogshttp://fuse.ithaca.edu/staffblogs/
    75. 75. Alumni Blogshttp://alumni.blogs.wvu.edu/
    76. 76. President’s Blogshttp://www.usm.edu/president/blog/
    77. 77. Don’t Forget To Convert
    78. 78. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
    79. 79. Always Share Your Content
    80. 80. Always Be Ready To Give
    81. 81. Make Your Content Easy To Share
    82. 82. Don’t Forget Your Purpose Tie Social Media To ROI
    83. 83. ANALYZEDiscover or reveal (something) through examination
    84. 84. If a tree falls in a forest does it make a sound?
    85. 85. Avoid Paralysis by Analysis• Are we accomplishing our goals?• Don’t try and measure everything• Focus on a few (3-5) metrics instead of everything
    86. 86. Does More Visitors Matter?
    87. 87. Does More Time On Site Matter?
    88. 88. Is More Pages/Visit A Good Thing?
    89. 89. Traffic Increase Without Increasing Conversions Is Wasted Work
    90. 90. Conversions Matter! It doesn’t matter if you get a thousand visitors a month or a million if none of them are actually converting into applicants/students or donors!
    91. 91. Be Social Content Strategy Blogging Article Writing Calls to Action On-Page SEO Landing Pages Keyword ResearchSite Architecture MeasurementAbility to Edit Site Analytics Installed
    92. 92. The One Takeaway
    93. 93. This Only Works If You Convert
    94. 94. Questions? Kyle James @KyleJames kyle@nucloud.com

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