This document provides an overview of inbound marketing for higher education. It discusses how inbound focuses on creating educational content to attract potential students to a website where they can learn more. It outlines the inbound methodology of attracting visitors, converting them to leads, closing leads as customers, and delighting customers. Case studies describe how Florida Institute of Technology and Thunderbird School of Management improved lead generation and conversions using HubSpot tools like landing pages, analytics, and lead management. The document concludes by discussing how the company works with clients through education, audits, webinars, and serving as an agency or coach.
A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.
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How to Attract More Customers With Content Using HubspotHubSpot
If you're a small business owner or a professional marketer getting started with inbound marketing, you're probably worried about creating content. Writing useful, popular content doesn't require that you come up with spellbinding new ideas every day but you need tools and strategies that make it easy to create your content online and share it to increase traffic and attract new business. Learn how the HubSpot software and methodology allows thousands of customers to easily create content, optimize it for search, share it in social media and track their results.
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- How to capture more leads with customized calls to action and landing pages
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Rules for growth
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Inbound Marketing
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There is a Method to getting results from your digital marketing.
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86% of B2B marketers use content marketing to attract and retain customers, but only four in ten think that their efforts are effective (CMI). We're teaming up with Marketo to give you the tools, tactics, and insights you need to make your content marketing a raving success — one your company will not be able to live without.
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This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
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In order to get more leads and customers out of a website, companies need to apply inbound marketing best practices and have the tools to make rapid changes easily. Whether it is creating remarkable content, adding customized calls-to-action, or capturing leads on landing pages, learn how small businesses can leverage the HubSpot software and squeeze more conversion from the audience they already have engaged - their website visitors.
This free webinar will cover:
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- How to capture more leads with customized calls to action and landing pages
- How to optimize your sales and marketing funnel with analytics and tools from the HubSpot software
- How to track results from your internet marketing efforts
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Rules for growth
Buyer behaviour
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Inbound Marketing
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Inbound Methodology: The Secret to Digital Marketing SuccessAptera Inc
Learn what it takes to make your digital marketing efforts a success.
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There is a Method to getting results from your digital marketing.
You will learn:
The philosophy behind this proven way of digital marketing for B2B and B2C companies
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How to outsmart your competitors rather than outspending them
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Here is the Kollywood Gossips Cinesprint October Magazine and to know more follow the URL: http://issuu.com/cinesprint/docs/cinesprint_magazine_october_2015/c/scrhbwk
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Since 2006, inbound marketing has been the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
Leicester Digital - Facebook for B2B OrganisationsNeil Hannam
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Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.
Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.
A successful inbound marketing strategy is all about creating relationships with followers and establishing automated procedures. Learn more on this presentation
This presentation will cover the basics for all of your internet marketing needs. Learn the inbound strategies and web design tricks that increase internet traffic and let your customers find you.
Check out more at http://www.designandpromote.com
Inbound Marketing is promoting a company digitally through blogs, eBooks, newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which attract customers through the different stages of the purchase funnel.
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Inbound Marketing: Overview for Higher Education
1. Inbound Marketing:
Overview For
Higher Education
Andrea J. Simon, Ph.D.
President and CEO
Andrew L. Simon, MBA
Inbound Marketing Partner
Inbound Marketing
3. For any college…
• Key questions are:
– Does our online content answer someone’s question about…?
– Does our website come up on the first page on Google? As the
response to which keywords?
– Does it keep the right people coming back for more? Do we “fit”
their needs and do they “fit” ours?
– Do we nourish them? Delight them afterwards?
– Are we the authority on the topic that we want to “own?”
– Can we attract the right students more cost effectively?
4. From Push It Out To Pull Them
We Know that Marketing is Going Through
a Major Transformation
6. • HubSpot was founded in 2006 as a result of a simple
observation: people have transformed how they live,
work, shop, and buy, but businesses have not adapted.
• HubSpot is on a mission to make the world more
inbound, one business transformation after another.
• SAMC is HubSpot certified.
7. 1 Text
goes
here
Funded Sequoia Capital,
Google Ventures &
Salesforce
Founded by MIT Sloan Graduates
13,000
customers
worldwide
HubSpot
growth rate
of 6015%
Average
HubSpot
customer
lead growth:
32%
Over three years
11. Does It Work?
• Before HubSpot:
• Had trouble identifying who was actually
visiting their website
• Extremely long forms limited their ability
to convert prospective students to
applicants
13. • HubSpot Landing Pages made it easy to create short, simple forms that
resulted in a big boost in leads and prospects.
• HubSpot Analytics enabled Florida Institute of Technology to see how their
website was performing overall, which marketing activities were generating
the most traffic and leads, and where to increase or cut marketing
investments.
• HubSpot Lead Management helped the marketing team at Florida Institute
of Technology more effectively nurture prospective student leads, and boost
their conversion rate.
Their Assessment
14.
15. Who Is Thunderbird?
• Thunderbird School of Management has
more than 65 years of experience in
developing leaders and they are regarded as
the world's leading institution in the education
of global managers.
16. • Thunderbird Online is a professional development
division of Thunderbird School of Global
Management.
• They provide online courses and executive
certificates to busy professionals seeking to
continue learning throughout their professional
career.
17. • Thunderbird Online was having trouble driving traffic
to their site, and even worse, converting that traffic.
• If they wanted to publish or edit existing landing
pages, they had to outsource work to an outside
firm. They needed a reliable, in-house system.
The Problem They Were Facing?
18. 442%
increase in lead conversion
252%
increase in organic traffic
50%
decrease in conversion cycle
After they became HubSpot users…
20. 1 WHAT IS INBOUND MARKETING?
2 THE PHILOSOPHY: WHY INBOUND WORKS
3 THE METHODOLOGY: HOW INBOUND WORKS
4 THE TOOLS: A PLAYBOOK THAT WORKS
Short Overview
22. Instead of buying ads, buying email lists or
cold calling, inbound marketing focuses on
creating educational content that
pulls people toward your website where
they can learn more about what you sell on
their own accord.
WHAT IS INBOUND MARKETING?
23. INBOUND IS AN APPROACH TO MARKETING
THAT REACHES TODAY’S CONSUMER.
Understand what
content pulls your
buyers through the
sales funnel, and use
that context to
personalize your
marketing at scale.
Get found by qualified
leads online with
content (website
pages, blog articles,
social messages)
optimized for search
and social media.
26. Inbound marketing is a philosophy
based on the truth that consumers buy
differently today than they did 10 years
ago.
Inbound as a Philosophy
27. Recognize that people go through
different stages as they interact with your
company, and each stage requires
different marketing actions.
Life Cycle Marketing
28. As you learn more about your
leads over time, you can better
personalize your messages to
their specific needs.
PERSONALIZATION & CONTEXT.
29. Inbound marketing is multi-
channel by nature because it
approaches people where they
are, in the channel where they
want to interact with you.
Many Channels, Omni-Channels
30. Your publishing and analytics tools all
work together like a well-oiled machine,
allowing you to focus on publishing the
right content in the right place
at the right time.
Integrated and Integrative Process
31. • Building trust, not skepticism among
your prospects.
• Being loved, not ignored by your
customers.
• Outsmarting, not outspending your
competitors.
INBOUND MARKETING IS ABOUT ...
33. The inbound philosophy is backed by a
methodology that helps brands attract,
convert, close and delight visitors, leads
and customers through a variety of
channels such as social media, blogging,
SEO, landing pages, forms and email.
The Methodology: A System
37. • You want to attract people who will potentially become
leads.
• Attract your ideal customer or buyer persona by creating
content that’s valuable and easy for them to find.
• This means that you want your website and all
of your postings to be written for both the
“searcher” and the search engine.
STEP 1: ATTRACT STRANGERS AND TURN
THEM INTO WEBSITE VISITORS.
39. • Once you’ve got visitors to your site, the next
step is to convert those visitors into leads by
gathering their contact information.
• In order to get this valuable information,
you need to offer something up in return
(ex: white paper or an e-book).
STEP 2: CONVERT WEBSITE VISITORS INTO
LEADS.
41. • Ok, so you’ve attracted the right visitors and
converted the right leads. Now what?
• You need to transform those leads into
customers with targeted, automated email
nurturing and social media interaction.
STEP 3: CLOSE LEADS INTO CUSTOMERS
THROUGH LEAD NURTURING.
43. • Using context and personalization to deliver tailored
messages, you need to continue to engage with,
delight them into happy promoters of your college.
• Very important: You don’t stop when you have that
customer, or even that student. You keep engaging
with them.
STEP 4: DELIGHT CUSTOMERS TO TURN
THEM INTO PROMOTERS OF YOUR BRAND.
44. Now that we’ve covered
the methodology, we’re
ready to dig deeper into
the tools you need to get
visitors (traffic), leads and
customers.
46. Tools to attract strangers to your
site include:
• Blogging
• Social Media
• Keyword Optimization
• Site Pages
ATTRACT STRANGERS AND TURN THEM INTO
WEBSITE VISITORS.
Blog
Social Media
Keywords
Pages
Attract
Strangers Visitors
47. I want to pause here to
emphasize the
importance of blogging
because it’s that
important...
49. The average company that blogs
generates:
• 55% more website visitors.
• 97% more inbound links.
• 434% more indexed pages.
• But they blog—not once in awhile
but every week.
SERIOUSLY, BLOGGING WORKS.
52. Blogging isn’t the only
tool that effectively
attracts customers to
you, though.
53. You must share remarkable content
and valuable information on the social
web, engage with your prospects, and
put a human face on your brand.
YOU NEED TO BE ACTIVE ON SOCIAL MEDIA
SITES, TOO.
54. You need to carefully and analytically
pick keywords, optimize your pages,
create content and build links around
the terms your ideal buyers are
searching for.
YOU SHOULD CREATE CONTENT AROUND
TARGETED KEYWORDS AS WELL.
55. Search engines and users like
frequently updated websites, so you
need to transform your site into a
beacon of helpful, fresh and optimized
pages to appeal to your ideal buyers
without having to rely on IT.
KEEP YOUR WEBSITE FRESH WITH EASY-TO-
DEPLOY SITE PAGES.
56. So what tools do you
use to turn traffic into
leads?
57. Tools to convert visitors into leads
include:
• Calls-to-Action
• Landing Pages
• Forms
• Contacts Database
CONVERT WEBSITE VISITORS INTO LEADS.
Calls-to-Action
Landing Pages
Forms
Contacts
Convert
Visitors Leads
58. Calls-to-action (CTAs) are buttons or links
that encourage your visitors to take action,
like “Download a Whitepaper” or “Attend a
Webinar.” If you don’t have CTAs, or if they
aren’t enticing enough, you won’t generate
leads.
ENTICE YOUR VISITORS TO CLAIM AN OFFER
WITH CALLS-TO-ACTION.
59. When a website visitor clicks on a CTA,
they should then be sent to a landing page
where the offer in the call-to-action is
fulfilled, and where the prospect submits
information that your team can use to begin
a conversation with them.
DRIVE VISITORS TO LANDING PAGES WHERE
THEY CAN BECOME LEADS.
60. In order for visitors to become leads,
they must fill out a form and submit
their contact information. Optimize
your form to make this step of the
conversion process as easy as
possible.
USE FORMS TO GET THE INFORMATION YOU
NEED ABOUT YOUR PROSPECTS.
61. Keep track of the leads you're
converting in a centralized marketing
database so you can make sense out
of every interaction you’ve had with
your contacts—whether through email,
a landing page or social media.
HOUSE ALL YOUR CONTACTS IN ONE PLACE.
63. Tools to close leads into customers
include:
• Email
• Marketing Automation
• CRM Integration
CLOSE LEADS INTO CUSTOMERS THROUGH
LEAD NURTURING.
Email
Workflows
Lead Scoring
CRM Integrations
Close
Leads Customers
64. What if a visitor clicks on your CTA and fills
out a form on a landing page to download
a whitepaper, but still isn’t ready to
become a customer? Nurture them with a
series of emails focused on useful,
relevant content until they’re ready.
SEND TARGETED EMAILS TO LEADS TO PULL
THEM THROUGH THE SALES FUNNEL.
65. Know which marketing efforts are
bringing in the best leads and whether
your sales team is focused on the most
qualified leads by integrating with your
Customer Relationship Management
(CRM) system.
CLOSE THE LOOP BY INTEGRATING YOUR
MARKETING TOOLS WITH YOUR CRM.
66. What tools do you use
to turn customers into
repeat, happy
customers?
67. Tools to delight your customers
include:
• Smart Calls-to-Action
• Social Media
• Email and Marketing
Automation
DELIGHT CUSTOMERS TO TURN THEM INTO
PROMOTERS OF YOUR BRAND.
Social Media
Smart-Calls-to-
Action
Email
Workflows
Delight
Customers Promoters
69. 1) ATTRACT: GET TRAFFIC
2) CONVERT: GET LEADS
3) CLOSE: GET CUSTOMERS
4) DELIGHT: ANALYZE & OPTIMIZE
Create blog content, search engine optimize (SEO)
that content, and promote it on social media sites.
Place calls-to-action throughout your website, blog, social
accounts, and email to drive visitors to landing pages with
forms.
Send leads targeted, automated emails to drive them through your
buying cycle. Provide your Team with lead intelligence for more
effective calls.
Analyze the success of your marketing campaigns, and determine which
areas need further optimization or personalization for future success.
71. How We Work With Clients
• Education is a good starting point: We host an online or in-person
seminar/webinar about the key trends in Inbound Marketing for
Higher Education.
• We offer a consultative audit reviewing their current online
experience.
• Often clients need to educate a wider audience so we conduct a
series of webinars.
• We the serve as an agency. Or if you prefer, as a trainer and coach
educating and guiding your own staff.
72. Andrea J. Simon PhD, President and CEO
Andrew L. Simon, MBA, Partner
Simon Associates Management Consultants
914-261-1631 Cell
asimon@simonassociates.net
als@simonassociates.net
www.simonassociats.netwww.simonassociates.net
@andisamc
@als_simon
www.simonassociates.net
72Inbound Marketing
Thank You! Contact Us to Learn More
Editor's Notes
HubSpot was founded in 2006 as a result of a simple observation: people have transformed how they live, work, shop, and buy, but businesses have not adapted. This mismatch led Brian Halligan and Dharmesh Shah to create the vision for the inbound experience and to develop HubSpot’s platform to support it. With our powerful, easy to use, integrated set of applications, businesses can attract, engage, and delight customers by delivering inbound experiences that are relevant, helpful, and personalized. HubSpot is, after all, on a mission to make the world more inbound, one business transformation after another.
Highly targeted blog posts, interactions on social media channels and SEO strategies.