Fully Optimize Your Institution’s Website to Obtain More Organic Leads

1. Lead Generation Hack
FULLY OPTIMIZE YOUR INSTITUTION’S WEBSITE TO OBTAIN MORE ORGANIC LEADS
Eric Clark - #EDUWeb17 Boston - @EA_Clark

2. After attending this session, attendees will:
• Develop a basic understanding of inbound marketing philosophy
• Re-define student personas
• Identify existing digital assets that can be re-purposed for lead
generation
• Have the necessary tools to deploy a similar strategy at their home
institution.
Eric Clark - #EDUWeb17 Boston - @EA_Clark

3. Eric Clark - #EDUWeb17 Boston - @EA_Clark

4. Eric Clark - #EDUWeb17 Boston - @EA_Clark
Our Story!

5. Eric Clark - #EDUWeb17 Boston - @EA_Clark

6. Eric Clark - #EDUWeb17 Boston - @EA_Clark

7. Eric Clark - #EDUWeb17 Boston - @EA_Clark

8. Eric Clark - #EDUWeb17 Boston - @EA_Clark

9. Eric Clark - #EDUWeb17 Boston - @EA_Clark

10. Phase #1
Eric Clark - #EDUWeb17 Boston - @EA_Clark

11. The Tools
• College Website
• Contact Forms
• Email Provider
• Social Media
• Student Information System
• CRM?
Eric Clark - #EDUWeb17 Boston - @EA_Clark

12. Why?
• Obtain more organic leads
• Gain deeper insight on the behavior of our website visitors
• Segment our prospect list
Eric Clark - #EDUWeb17 Boston - @EA_Clark

13. Who?
• Admissions
• Marketing
Eric Clark - #EDUWeb17 Boston - @EA_Clark

14. Eric Clark - #EDUWeb17 Boston - @EA_Clark

15. Eric Clark - #EDUWeb17 Boston - @EA_Clark

16. Eric Clark - #EDUWeb17 Boston - @EA_Clark

17. Eric Clark - #EDUWeb17 Boston - @EA_Clark

18. Areas of Improvement
• Integrate with email service provider
• Refine workflow
• Scale up to include more programs
• Create/implement inbound marketing strategy
Eric Clark - #EDUWeb17 Boston - @EA_Clark

19. Phase #2
Eric Clark - #EDUWeb17 Boston - @EA_Clark

20. Who?
• Admissions
• Marketing
Eric Clark - #EDUWeb17 Boston - @EA_Clark

21. Inbound Marketing - According to Hubspot
Eric Clark - #EDUWeb17 Boston - @EA_Clark

22. Eric Clark - #EDUWeb17 Boston - @EA_Clark

23. Eric Clark - #EDUWeb17 Boston - @EA_Clark

24. Eric Clark - #EDUWeb17 Boston - @EA_Clark

25. Areas of Improvement
• Integrate the student information system into the overall strategy
• Scale up to include all programs
• Create additional content to surprise and delight prospective(current) students
Eric Clark - #EDUWeb17 Boston - @EA_Clark

26. Phase #3
Eric Clark - #EDUWeb17 Boston - @EA_Clark

27. Who?
• Admissions
• Marketing
• Institutional Technology
Eric Clark - #EDUWeb17 Boston - @EA_Clark

28. What?
• Work with IT to make SIS integration seamless
• Share our strategy with other departments across campus
• Identify student pain points
• Create content to address pain points
• Build a vibrant community that helps sustain continued growth
Eric Clark - #EDUWeb17 Boston - @EA_Clark

29. Now what?
• Take inventory of the tools at your disposal
• Build your dream team
• Audit digital assets
• Develop your strategy
• Execute
• Assess
• Pivot
• Email me if you want to talk things through eric@ericalainclark.com!
Eric Clark - #EDUWeb17 Boston - @EA_Clark

30. Lets Talk!
• @EA_Clark on Twitter – Instagram – Snapchat
• www.ericalainclark.com
• eric@ericalainclark.com
Eric Clark - #EDUWeb17 Boston - @EA_Clark