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Inbound School MarketingIt Doesn’t Matter What You Call It,An Inquiry Is a Lead<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />

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Why Am I Talking to You?<br />?<br />

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What I Do?<br />

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Marketing Has Changed<br />1950 - 2000<br />2000 - 2050<br />

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Outbound Marketing<br />

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Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />

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Inbound Marketing<br />

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Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt

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Blogging

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Social Media

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SEO

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Offers / CTAs

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Landing Pages

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Emails

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Lead Intel

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Analytics</li></ul>Process<br /><ul><li> Publish

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Optimize

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Promote

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Target

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Capture

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Nurture

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Test

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Analyze

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Repeat</li></li></ul><li>What is the purpose of our website?<br />

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If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />

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What is Important?<br />

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IMPORTANT<br />Give Us Money!<br />But How?<br />Applicants<br />Schedule a Visit<br />Download Catalog<br />Get on Mailing List<br />Alumni Donations<br />

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More Inquiries!<br />Need to increase Inquiries!<br />But How? What is that going to cost?<br />

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An Inquiry is a Lead!<br />

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Closed Loop Marketing<br />FinancialAid<br />Are you doing this?<br />BusinessOffice<br />Web Team<br />Yes, same forDevelopment<br />Admission<br />

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What is a Lead?<br />A lead, in a marketing context, is a potential sales contact: an individual or organization that expresses an interest in your goods or services. <br />

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What is a Lead?<br />A company&apos;s lead generation efforts and its approach to dealing with leads can significantly impact its success in the marketplace.<br />

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LeadPractices<br /><ul><li>Lead Generators: any marketing-related activity intended to publicize the availability of a vendor's product or service.</li></ul>Complete an Application<br />Schedule a Visit<br />Download a Catalog<br />Sign up for a Monthly Newsletter<br />

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LeadPractices<br /><ul><li>Lead Nurturing: the practices that a company establishes for dealing with potential leads. </li></ul>Blogging<br />Newsletters<br />Phone Calls<br />Open Houses<br />

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LeadPractices<br /><ul><li>Lead Scoring: processes or software designed to rank the importance of leads to the company.</li></ul>CRM<br />

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How Much Do I Spend On Leads?<br />Without the concept of a Lead you aren’t able to consistently measure ROI<br />

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What Is The Value?<br />What is the value of a student?<br />Value = avg years * (cost – avg discount)<br />So what is an applicant worth? <br />App = Value * Conversion rate from applicant to enroll <br />

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Let’s Do Some Math<br />Average Years = 3<br />Cost Per Year = $20,000<br />Average Discount = $10,000<br />Student Value = 3 * ($20,000 - $10,000)<br />So a Student is worth$30,000!<br />

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Let’s Do Some Math<br />Student Value = $30,000<br />Conversion Rate in Applicant = 20%<br />App Value = $30,000 * .2<br />So an Applicant is worth$6,000!<br />

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A Lead Is Worth$6,000!<br />

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Converting Traffic Into Leads<br />Landing Page <br />Best Practices<br />

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Three Steps of a Landing Page<br />The Call to Action<br />The Landing Page<br />The Follow-Up<br />

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The Call to Action<br />Are your offers compelling?<br />Call to action best practices<br />Create urgency<br />Include an image<br />Contrasting colors<br />Be specific/inspirational<br />

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The Landing Page<br />Keep it simple<br />Little to no navigation or other links<br />People scan, don’t read<br />Bullet points<br />Pictures<br />Bold copy<br />Five second rule<br />Make it instantly obvious what they will get<br />Shorter the form the higher the conversion rate<br />Possible alternative call to actions<br />

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The Follow-Up<br />Thank you page<br />Auto response email<br />Additional channels to connect<br />Opportunities for further engagement<br />Lead Nurturing<br />Email Marketing<br />Phone Calls<br />

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Slow Down…<br />

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So Many Directions to Go…<br />

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Inbound Marketing<br />Success Pyramid<br />Be Social<br />Blogging<br />Link Building<br />Content Creation<br />Calls to Action Landing Pages<br />On-Page SEO<br />Keyword Research<br />SubDomain<br />URL Structure<br />Analytics Installed<br />Site Layout<br />Site Architecture<br />Lead Tracking Setup<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Defining Goals<br />Business Goals<br />What your site must accomplish?<br />Who is your audience?<br />What makes you special?<br />

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Free Website Grader Report<br />http://website.grader.com/<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Content<br />Create great content that tell your stories<br />If you don’t have this the rest won’t matter<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Site Architecture<br />Initial Layout www.edustyle.net<br />Look and Feel<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Navigation<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Search Engine CrawlersAre Your Blindest Users<br />Yahoo<br />Microsoft<br />Google<br />doteduguru.com/seo<br />

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The Lynx Browser<br />http://bit.ly/lynx<br />

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Accessibility<br />508 Compliance<br />Search Engine Optimization<br />CSS friendly<br />educheckup.com<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Site Intelligence<br />Site Search<br />Analytical Tracking<br />Lead Intelligence<br />http://doteduguru.com/web-analytics<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />

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YouTube Isn’t Alone<br />

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Audio<br />http://itunes.stanford.edu/<br />

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Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />

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Interactive Campus Tours<br />http://uscupstate.edu/map/<br />

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Social News<br />http://engineering.tamu.edu/news/<br />

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RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Link Building<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Site Optimization<br />Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.<br />URLs<br />MetaKeywords<br />PageTitle<br />Headers<br />Meta<br />Description<br />http://doteduguru.com/seo<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Marketing Efforts<br />Landing Pages<br />Email Marketing<br />Advertising<br />Promotional<br />

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Landing Page Best Practices<br />The Call to Actions<br />Compelling Offers<br />Best Practices<br />The Conversion Page<br />Keep it Simple<br />People Scan, don’t read<br />What Happens Next?<br />Response Email<br />Thank You Page<br />

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So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />

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Social Media<br />Build Relationships<br />http://doteduguru.com/social-media<br />

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Social Media Connections<br />http://wayne.edu/connect/<br />

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Final Thoughts<br />

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Inbound Marketing is NOT a sprint… it’s a Marathon<br />

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Consistency is Key!<br />

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Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt

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Blogging

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Social Media

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SEO

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Offers / CTAs

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Landing Pages

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Emails

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Lead Intel

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Analytics</li></ul>Process<br /><ul><li> Publish

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Optimize

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Promote

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Target

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Capture

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Nurture

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Test

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Analyze

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Repeat</li></li></ul><li>Inbound School Marketing: It Doesn’t Matter What You Call It, An Inquiry Is a Lead<br />Questions?<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />