Downloaded 24 times
Uploaded byLeigh Fitzgerald
GMAC Deck - HubSpot - Increase Apps and Reduce Costs_final
The document discusses how inbound marketing can help educational institutions attract more applicants and reduce marketing costs. It defines inbound marketing as building organic relationships by providing valuable content. The inbound marketing funnel involves attracting prospective students through content like blogs and social media, converting them through landing pages and offers, and nurturing them along their journey. Specific tactics recommended include search engine optimization, creating student personas, developing a content plan, optimizing landing pages, and using marketing automation to segment and personalize outreach. The presentation concludes by offering to help schools develop their own inbound strategies.
More Related Content
![How to Turn Your Customer Base into a Revenue Engine [INBOUND 2014]](https://cdn.slidesharecdn.com/ss_thumbnails/inbound2014-how-to-turn-your-customer-base-into-a-revenue-engine-140926100018-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
![INBOUND MARKETING WORKSHOPS [INBOUND 2014]](https://cdn.slidesharecdn.com/ss_thumbnails/wnmkqqreqw2w8gcomhqg-signature-27b44a730a5424f61da85e58b4220cfce80e8c1748358abdae9045e4d2c3f3ea-poli-141023134129-conversion-gate01-thumbnail.jpg?width=640&height=640&fit=bounds)
GMAC Deck - HubSpot - Increase Apps and Reduce Costs_final
- 1. Increase Applications andReduce Marketing Costs Through Inbound Marketing Leigh Fitzgerald Inbound Marketing Specialist HubSpot Tweet out key session learnings using hashtag #GMAC2015AC
- 2. Today’s Agenda • Whatis Inbound Marketing? • Inbound Marketing & Educational Institutions o Attract o Convert o Nurture o Close • Create your own inbound plan
- 3.
- 4. Where does yourmarketing budget go?
- 5. How do youprove your marketing campaigns worked?
- 6. Graduate schools needa more affordable, targeted and measurable solution.
- 7. What Is InboundMarketing? Tweet out key session learnings using hashtag #GMAC2015AC
- 8. THEN Companies were incontrol. Buyers were constantly bombarded with billboards, commercials…
- 9. NOW The buyersare in control. They are tuning out loud, interruptive advertising and consuming information online
- 10. 44% of direct mailis never opened 86% skip TV ads 200M on the Do Not Call list 91% unsubscribe from email The Old Marketing Playbook is Broken
- 11. Inbound is about buildingorganic relationships with your audience by providing them with value.
- 12. In order toattract students, institutions have to provide them with something they will love.
- 13. Inbound Marketing Funnel Web Traffic BlogKeywords/SEOSocial Media Calls to Action Forms Landing Pages Segmenting Email Nurturing Marketing Autom. Attract Convert Nurture Close Prospective Students Inquiry Application
- 14. Attract Helping the rightstudents find your graduate school and program Tweet out key session learnings using hashtag #GMAC2015AC
- 15. ….How to AttractTraffic 1 Search Engine Optimization (SEO) 2 Content Creation Blogging, Site Pages, Landing Pages 3 Social Facebook, Twitter, LinkedIn, etc.
- 16. Your prospective studentsare asking Google questions on a regular and predictable basis. It’s your job to be their answer.
- 18. Would you ratherown or rent your space in Search Engines?
- 19. Rent (PPC) • Immediatedepreciation • Rates can change; go up with competition (bidding) • No budget? No traffic • No residual benefit. Once spent, it’s gone. • Long-term assets keep generating traffic over time • Increases institution’s overall value with a predictable traffic generation • 70%-80% of users ignore paid ads Own (Organic)
- 20. Oh, And Also… •SEO Leads have a 14.6% close rate, while outbound leads (direct mail, print) have a 1.7% close rate. • 2x as many marketers say inbound delivers below average cost per lead than outbound methods. (2014 State of Inbound Marketing, HubSpot) • Companies save $20K per year on average by investing more in inbound marketing vs. outbound. (2014 State of Inbound Marketing, HubSpot) • Content marketing generates 3x as many leads as traditional outbound marketing, but costs 62% less. (Demand Metric)
- 21. Valid Use Casesfor PPC • PR/event, short-term promotion • Extremely competitive keywords • Cover the page • Test new landing pages, keywords, and variations
- 22. SEO – Whereto Start? • More the merrier • Long tail keywords ‘Preparing for the GMAT’ ‘How to study for GMAT test’ ‘How to become a sales manager’ ‘Sales management training course’ ‘What to read before taking the GMAT’ *Moz
- 23. SEO – Whereto Start? • Ask Admissions • Ask current students • Create target personas • Let Google give you suggestions
- 24. Student Personas • NegativePersonas • What is their background? • Years of experience • Undergrad experience • Demographics? • Gender • Age • City or rural • Identifiers? • Calm demeanor • Career motivated • Goals? • Where do they want to be in 5 years • Objections? • Worried about…
- 25. Full-Time MBA Kyle Demographics: -25-29 years old - Male - Lives with roommates in Boston Area Background: - Attended UMass Amherst - Has been working full time for 3+ years - Salary - $30k - $50k – working in insurance sales (not intended career) Goals: - Thinking about changing careers – not using undergrad degree - Career motivated – wants to be financial stable Objections: - Worried about the transition to going back to school full time - School/Live balance Sample Persona
- 26.
- 28. Blogging – Why? 1.Your best SEO weapon 2. New blog = New page 3. Your have authority already 4. Inbound links 5. Become a thought leader 6. Social media food
- 29. The Content Process 1.Plan 2. Create 3. Distribute 4. Analyze (Repeat) Blogging – How?
- 30. Need Some Inspiration? •Speak to your target personas • Start with keyword/topic • Recruit Students • Faculty content • Program spotlights • Admissions FAQs
- 32. Social Media • Distributionon social media is free • Another channel to push out content and attract visitors • Fish where the fish are • 18-29 year olds remain the most active user group across Facebook, Twitter, Instagram, and LinkedIn (Pew Research Center, Social Media Update 2014) • Social media has a 100% higher lead-to-close rate than outbound marketing (State of Inbound Marketing, 2012)
- 33. “What if myschool already has enough traffic?”
- 34. Convert Helping The RightStudents Find Your Graduate School Tweet out key session learnings using hashtag #GMAC2015AC
- 35. Inbound Marketing Funnel Web Traffic BlogKeywords/SEOSocial Media Calls to Action Forms Landing Pages Segmenting Email Nurturing Marketing Autom. Attract Convert Nurture Close Prospective Students Inquiry Application
- 37. Choosing a gradprogram is one of the biggest choices a person makes—and is likely to be the most expensive decisions students have made to date.
- 38. Landing Pages –Why? • Generate your own list, don’t buy it! • Higher conversion rates on first click through from ads • Quantify long term ROI from PPC campaigns (cookie tracking) • Closed-loop reporting
- 39. Source: HubSpot, 2014State of Inbound Marketing CostperLead $102 $220 $45 $37 $70 $27 $0 $50 $100 $150 $200 $250 1-25 51-200 1000+ Company Size Outbound Inbound Inbound Costs At Least 67% Less Per Lead Than Outbound Marketing
- 40. Offers - How? Exchange ValuableContent for Valuable Contact Information • What content can we give prospective students? • Call to Action -> Landing Page -> Thank You Page
- 41. Qualities of aGreat Landing Page: Write a clear, action-oriented header Explain the offer and it’s value in 1-5 sentences Use numbers, bullets and bolding in the copy Include relevant image Form fields relevant to the value of the offer Place content above the fold No menu navigations or links
- 45. Nurture Continue To InformAnd Influence Prospective Students Tweet out key session learnings using hashtag #GMAC2015AC
- 46. Inbound Marketing Funnel Web Traffic BlogKeywords/SEOSocial Media Calls to Action Forms Landing Pages Segmenting Email Nurturing Marketing Autom. Attract Convert Nurture Close Prospective Students Inquiry Application
- 47.
- 49. Marketing Automation- How? 1.How are they going to get into a workflow? 2. How are they going to get out of a workflow? 3. What content are we going to send? 4. Measure, Rinse, Repeat
- 50. The Student Journey Theactive research process a student goes through leading up to a enrolling.
- 51. The Student Journey Kylenow clearly defined and given a name to their problem or opportunity. Kyle has now decided on his solution strategy, method, or approach. Kyle is experiencing and expressing symptoms of a problem or opportunity.
- 52. The Student Journey •Do I want to go to grad school? • Is grad school right for me? • Do I need a grad school degree? • What type of MBA do I want? • Where? • What size school? • Am I going to work full time? • Which institution do I want to apply to? • Where should I enroll? • How am I going to pay for this?
- 53. Segmentation = Personalization •Age of applicant • Graduation year • Years of experience • Persona: Parent/grandparent/stude nt • Location • GMAT Score • Website behavior • Current industry • State
- 54. Brian Halligan HubSpot CEO DharmeshShah HubSpot CTO Use Personas to Personalize Your Content
- 55. Examples for Kyle’sFull Time MBA Journey • Awareness (ebook) How to further your sales career? • Consideration (webinar) How to Select an MBA Program • Decision (guide) Your Business School Program Overview
- 57.
- 58. Next Steps Getting StartedWith Inbound Tweet out key session learnings using hashtag #GMAC2015AC
- 59. Build Your OwnInbound Strategy 1 Develop your keyword lists • Blog: A Beginners Guide to Keyword Research • Blog: How to Brainstorm Blog Topics 2 Build your personas • Template: Build Your Student Personas 3 Create a content plan and execute • eBook: How to Use Blogging to Attract Students to Your School 4 Convert more traffic, build your own list! • eBook: How to Optimize Landing Pages for Conversion • Blog: What Schools Should Ask for on Forms 5 Segment and Nurture • Blog: Want to Boost Enrollment? Segmenting Can Help. • Blog: A Beginners Guide to Marketing Automation • Marketing Automation Best Practices
- 60. Let’s chat more... PersonalizedInbound Marketing Assessment • Review your school’s current marketing plan and enrollment goals • Set up inbound strategy HubSpot 30 Day Free Trial • Use Keyword tool to develop SEO Strategy • Analyze individual website pages for SEO best practices • Create sample landing page to test offers Leigh Fitzgerald lfitzgerald@hubspot.com 857-829-5702
- 61. Join us fora Happy Hour 4:30pm at “The Corner Office” 1401 Curtis Street &
Editor's Notes
- #2 HubSpot – based in Boston, we’re a software platform built around the inbound marketing methodology. Wrote the Book Inbound Marketing
- #4 Now that you know a little bit about me…. I want to know a little bit about you….and more specifically…..your marketing strategies.
- #5 Raise your hands if…. ….you Spent budget on a billboard this year ….spent budget on a TV/Radio Ad this year ….my favorite, if you send post cards
- #6 Now I want you to think about…..exactly HOW you prove your target audience is viewing that message. Odds are if you’re in this session…you’re concerned about either spending TOO much money Or, maybe proving the results of those costly marketing efforts
- #7 “a recent report revealed that public and non-profit institutions are being outspent 23-to-1 by for-profit institutions in marketing” If we can’t outspend them, or don’t want to outspend them…..there STILL is a solution…..to out smart them
- #9 Back in the Day... Brands were in control. Bigger budget = More visibility Blasting out to as many people as possible
- #10 Something has CHANGED. We have a new way to consume information and research. TECHNOLOGY has changed
- #11 Technology also allows us to easily tune out those messages. So…where is Inbound going to fit in? And, what can it help us do?
- #12 UNLIKE paid advertising…
- #13 Be a magnet, not a sledgehammer So much more effective to find people that are interested in you, than to beat people over the head that are not even a good fit for our program or be interested in our programs
- #14 Step by Step process BUILD A PRE ADMISSIONS funnel Every school I’ve spoken with will start in a different place in the funnel depending on where their funnel is broken identify your weaknesses STILL important to understand the entirety of the funnel, so you can eventually build INTEGRATED digital marketing strategy
- #16 CLEAR that people now go online to search for information 93% of online experiences start with an online search
- #17 QUIZ – HOW MANY SEARCHES ARE DONE IN GOOGLE EVERY MONTH? 100 BILLION Keywords are not just branded, they are ANSWERS
- #18 To give you a sense of trends in google, here is the trend line for people searching for “top colleges for….” June peaks, January Dips – seasonality and predictability
- #19 Where and how are we going to appear in results
- #20 People trust Google’s results
- #21 It’s comes as little surprise that people trust unpaid results over paid. That said, you can (and should) still use PPC for certain scenarios
- #22 Cover the page: paid ads appear that along side in positions 2-5, receive two out of every three clicks
- #23 QUESTION** - can someone give me an example of a targeted keyword/campaign they have? More – come up with HUNDREDS OF KEYWORDS - VARIATIONS Long Tail – long tail search comprises of 70% of search traffic Not just program specific
- #24 Thought leader – help students feel you’re the best source of information – when they’re accepted they’re going to accept that offer letter Prospective students are actively searching for content – answers to questions – etc. Put yourself in the shoes of the student
- #25 Keep in mind who you’re speaking with A student persona is a semi-fictional representation of your ideal student based on market research and real data about your existing students. When creating your student persona(s), consider including demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.
- #26 Step 1 – use a really corny stock photo This will help you brainstorm keywords specifically based on what Kyle is looking for help with It can be high level content – how to switch careers – how to get into management path
- #27 This is a lot to understand – but what it boils down to is great content and great content distribution Content is FREE
- #28 It is NOT about the size of your budget – it’s about the size of your brain – how smart, educational, helpful, interesting you can be Inbound marketing is a level playing field SHOW OF HANDS: How many schools in this room here have a blog (not student blogs, not news/PR)
- #29 YOU ARE 10 YEARS BEHIND YOU HAVE A LEG UP!!!! YOU HAVE TRAFFIC FROM CURRENT STUDENTS # 3 Authority - Check your Moz Rank on SEO Moz #4 Links - Institutions that blog will have 97% more inbound links that institutions that do not blog
- #30 You can start by creating a series of processes to follow on a regular basis, focused on turning your organization into a content creation machine. The more content you create, the better -- with each piece of content, the process becomes easier and more effective. Now keep in mind: building out a plan for your content creation machine does take a little more time than just jumping right in, but it will pay off in the end through the momentum you’ll gain over time. Typically a content process has 4 steps. Those steps are plan, create, distribute, and analyze. Then, take what you learned in your analysis and repeat it all over again.
- #31 Where to start? Keep Kyle in Mind – what content would Kyle find interesting Do you Keyword research and find ranking opportunities Ask students and faculty to help – boost their resumes and professors are likely ALREADY expert writerrs Spotlights – lesser known programs or concentrations
- #32 Example of someone asking a question in google Response in the form of a blog Bentley - students post each day of the week to create specific content around key programs Don’t have more examples, because I found it difficult to find blogs that are very educational on b-schools websites!
- #33 Social media is also FREE
- #37 Does anyone want to share a recent BIG purchase? What did it take for you to feel comfortable with making it? How long did it take you?
- #38 Start the conversation with them early! Build a relationship. Let’s talk about how to get our foot in the door, and start communicating with our prospective students EARLY
- #39 There are other ways to build out your list of contacts – Opt in Organic leads Tracking – individual LPs for each campaign Use closed loop reporting to measure every user interaction from the first-to-last action taken on your site
- #41 Give Get What is a landing page? Sole purpose – convert visitors into leads – dedicated page with a form on it When you give you information to an organization – it is because you are EXCHANGING IT for something of value to you My contact information is VERY valuable to me….why I am going to give it to you?
- #42 1 – header: what are they getting and how are they going to access it (are they going to watch, download, etc) 2 – explain: highlight the benefits the person will get from the offer – not promotional – sell them on the value 3 – numbers: short and to the point, easily digestible bites of information 4 – image: the same thing as before – easily understand 5 – form: most important aspect – mirror the value of the offer
- #43 VALUABLE content SHORT form One interesting question on the form to help you segment
- #44 Answer a question your prospective students have Years of Experience – help determine persona and appropriate segment (more on this later)
- #45 Medium should fit with the your persona – webinar – great way to get a feel for professors
- #47 Step by Step process NOW you have their contact information…. Who here has a marketing automation strategy in place? Let’s talk about what a MA strategy looks like….
- #48 Now that we’ve given something valuable to Kyle, and we have his contact information, he still has a LONG way to go. Kyle took 3 years to make a decision to apply
- #49 Provide incremental information Stay top of mind Build a logical nurturing path Become a thought leader – earn their trust
- #50 Get in – what criteria are we going to set around that campaign (age, experience, conversion point) Get Out – what goal do we have, what is the baby step? download whitepaper, next goal is to have them register for an event, come to campus, schedule call with admissions, etc. Content – keep your persona in mind based on your enrollment criteria, keep it RELEVANT Something to keep in mind: where are they in their journey?
- #51 Understanding this lets us deliver different content at different stages of someone’s enrollment cycle.
- #52 Understanding this lets us deliver different content at different stages of someone’s enrollment cycle.
- #53 Understanding this lets us deliver different content at different stages of someone’s enrollment cycle.
- #54 Remember that information you collected on your forms – it’s time to put that to use
- #55 This content will look very different – pending the persona. Want another example? Think of Amazon.
- #56 Lets combine the two: personalization and buyers journey. Use Landing Pages and conversion points not only to GENERATE a new lead – but to keep them engaged! Notice – none of these are an application – each one leads the customer down the funnel and piques their interest - while providing useful information.