Growing your school through Inbound Marketing
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Inboun Marketing for Private Schools. Presentation given to Garden State Christian School Association, located in New Jersey. I was invite to do this presentation in partnership with Advance Christian Schools.
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Growing your school through Inbound Marketing
- 2. IT’S TIME TO TRANSFORM YOUR SCHOOL’S MARKETING STRATEGY
- 3. Meet Our Team 3 Stewardship/ Development, succession planning, board development Education / Board Leadership, board training, personnel issues, facility optimization Enrollment Growth, Retention Strategy, Inbound Marketing, Mr. Harold Naylor, Jr. Dr. Sandy Outlar Ralph Cochran Social Media Marketing
- 4. AGENDA 4 1. Prospective Parent Buying Behavior Has Changed 2. How We Market Our Schools Needs to Change 3. Proposed Transformation Plan
- 5. AGENDA 5 1. Prospective Parent Buying Behavior Has Changed 2. How we Market our Schools Needs to Change 3. Proposed Transformation Plan
- 6. HOW IS THAT WORKING FOR YOU?
- 9. WHAT IS TRADITIONAL “OUTBOUND” MARKETING 9
- 10. SPRAY AND PRAY MARKETING 10 &
- 11. A MAJOR CHANGE HAS OCCURED? 11 “I think the most telling stat in this power shift is that prospects have made about 60% of their buying decision before talking to a sales rep, according to Corporate Executive Board. The buyer is more than halfway sure whether or not they're going to be your next customer based solely on information they've discovered online.” Brian Halligan CEO Hubspot
- 12. THE SHIFT HAS CHANGED 12 PROSPECTIVE PARENTS KNOW MORE ABOUT YOU SOONER THAN YOU MAY REALIZE
- 13. THE WAY CONSUMERS/PARENTS SEARCH? 13 ▪ Problems/issues questions ▪Cost/price questions ▪ Versus/Comparison questions ▪ Review-based questions ▪ Best of questions
- 14. AGENDA 14 1. Prospective Parent Buying Behavior Has Changed 2. How we Market our Schools Needs to Change 3. Proposed Transformation Plan
- 15. WHAT IS THE NEW YELLOW PAGES? 15
- 16. COMPARISON 16
- 18. HOW SEARCH WORKS? 18 WHAT IS THE GOAL OF GOOGLE SEARCH? SO HOW DO YOU GET HERE? FACT: 75% OF SEARCHES DO NOT CONTINUE BEYOND FIRST PAGE OF SEARCH RESULTS (SERP)
- 19. 19
- 20. CONTENT IS KING 20
- 21. 21
- 23. CASE STUDY- BEFORE & AFTER INBOUND 23
- 24. CASE STUDY: ORGANIC SEARCH DOUBLES 24
- 25. AGENDA 25 1. Prospective Parent Buying Behavior Has Changed 2. How we Market our Schools Needs to Change 3. Proposed Transformation Plan
- 26. INBOUND MARKETING AT A GLANCE 26
- 27. 27
- 28. The Buyer Persona Journey - Connecting the Dots 28
- 29. 29 This should be our new marketing mix. • “Interruption”-based • Avg response rate: 1-5% • “Permission”-based • Avg response rate 20-50%
- 30. 30 Make stuff people want. 1 START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS: • FAQS • HOW-TO’S • EBOOKS • VIDEOS • BLOG!
- 31. 31 Be 2 generous. • THE MORE WE GIVE, THE MORE WE’LL GET • INCREASE # OF PAGES & INBOUND LINKS • BUILD TRUST, CREDIBILITY, & GOOD WILL
- 32. 32 Rock our keywords. • GET ON PAGE 1! • DOUBLE TRAFFIC • CUT PPC SPENDING IN HALF
- 33. 33 Give great directions. 4 • CREATE RELEVANT LANDING PAGES • CLEAR CALLS TO ACTION • COMPELLING OFFERS
- 34. 34 Invest 5 wisely. “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
- 35. 9 MONTH GOALS: • Double web traffic • Double web leads • Website Grade above 70 • REPEAT! 35
- 36. NEXT STEPS 36 • EDUCATE YOURSELVES • INBOUND MARKETING BY BRIAN HALLIGAN • STAY CONNECTED • ADVANCE CHRISTIAN SCHOOL BLOG • SCHOLA BLOG www.schoolinboundmarketing.com A GIFT FOR YOU! FREE NEWLY RELEASED E-BOOK WILL BE EMAILED TO YOU
- 37. QUESTIONS: 37 THANK YOU!
Editor's Notes
- Do you feel like this guy every year during enrollment season? Fishing in the wrong spot for fish? Reality is the fish are still around they are just not swimming where your fishing. The problem is your current approach to fishing(marketing) does not work.
- ANOTHER NAME FOR TRADITIONAL MARKETING
- Today’s buyers have access to more knowledge from more sources than ever before. They ask questions, get answers, read reviews, do comparisons and start conversations with people they've never met – all on the web, all on their own terms and all on their own time schedule. Look at the buying patterns of your own prospects and clients. Square 2 Marketing
- Today’s buyers have access to more knowledge from more sources than ever before. They ask questions, get answers, read reviews, do comparisons and start conversations with people they've never met – all on the web, all on their own terms and all on their own time schedule. Look at the buying patterns of your own prospects and clients. Square 2 Marketing
- The key to this section is to help workshop attendees think about all the times they’ve used each one of these phrases while they were shopping or researching online.
- the goal of Google is to give its customer(the searcher) the best, most specific answer to their question (or need, problem, query, etc.) at that very moment. At the same time, even though Google wants to give great answers to their customers, most companies and industries don’t embrace this “teacher” mentality online and therefore never get the “reward” of increased traffic from Google and its counterparts.
- BLOGGING 2X A MONTH over 6 Months will double your Organic Traffic
- http://www.flickr.com/photos/jliba/4389220460/sizes/l/ By Josh Liba
- http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/ By Brandon Christopher Warren
- Dshah: The KeywordGrader.com points to a non-public (have to login) page. Might want to consider pointing folks to WebsiteGrader or a blog article about keywords. http://www.flickr.com/photos/feiticeira_org/4602643846/sizes/o/ by feiticeira_org
- Image: http://www.flickr.com/photos/st3f4n/ By Stéfan
- Image: http://www.flickr.com/photos/st3f4n/ By Stéfan
- It was a Community of interaction and intent. “They are united in their deeds and their essence.” Our ministries depend on our Communing with The Trinity. The result is a healthy Charisma of the Christian School Community. “We should look for reasons to get along.”