Inbound School Marketing: Doesn't Matter What You Call It, an Inquiry is a Lead

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

2. Why Am I Talking to You? ?

3. What I Do?

4. Marketing Has Changed 1950 - 2000 2000 - 2050

5. Outbound Marketing

6. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson

7. Inbound Marketing

9. Blogging

10. Social Media

11. SEO

12. Offers / CTAs

13. Landing Pages

14. Emails

15. Lead Intel

17. Optimize

18. Promote

19. Target

20. Capture

21. Nurture

22. Test

23. Analyze

25. If a tree falls in a forest and noone is around to hear it, does it make a sound?

26. What is Important?

27. IMPORTANT Give Us Money! But How? Applicants Schedule a Visit Download Catalog Get on Mailing List Alumni Donations

28. More Inquiries! Need to increase Inquiries! But How? What is that going to cost?

29. An Inquiry is a Lead!

30. Closed Loop Marketing FinancialAid Are you doing this? BusinessOffice Web Team Yes, same forDevelopment Admission

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

32. What is a Lead? A company's lead generation efforts and its approach to dealing with leads can significantly impact its success in the marketplace.

36. How Much Do I Spend On Leads? Without the concept of a Lead you aren’t able to consistently measure ROI

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

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

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

40. A Lead Is Worth$6,000!

41. Converting Traffic Into Leads Landing Page Best Practices

42. Three Steps of a Landing Page The Call to Action The Landing Page The Follow-Up

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

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

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

46. Slow Down…

47. So Many Directions to Go…

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

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

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

51. Defining Goals Business Goals What your site must accomplish? Who is your audience? What makes you special?

52. Free Website Grader Report http://website.grader.com/

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

54. Content Create great content that tell your stories If you don’t have this the rest won’t matter

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

56. Site Architecture Initial Layout www.edustyle.net Look and Feel

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

58. Navigation Usability Cross Linking Content Sitemap Footer

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

60. Search Engine CrawlersAre Your Blindest Users Yahoo Microsoft Google doteduguru.com/seo

61. The Lynx Browser http://bit.ly/lynx

62. Accessibility 508 Compliance Search Engine Optimization CSS friendly educheckup.com

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

64. Site Intelligence Site Search Analytical Tracking Lead Intelligence http://doteduguru.com/web-analytics

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

66. Videos & Slideshows http://www.wofford.edu/sightsandsounds/

67. YouTube Isn’t Alone

68. Audio http://itunes.stanford.edu/

69. Student Blogs http://www3.imperial.ac.uk/campus_life/studentblogs

70. Interactive Campus Tours http://uscupstate.edu/map/

71. Social News http://engineering.tamu.edu/news/

72. RSS & Calendar http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/

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

74. Link Building Content Creation Strategy “If You Build It, They Will Come”

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

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

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

78. Marketing Efforts Landing Pages Email Marketing Advertising Promotional

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

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

81. Social Media Build Relationships http://doteduguru.com/social-media

82. Social Media Connections http://wayne.edu/connect/

83. Final Thoughts

84. Inbound Marketing is NOT a sprint… it’s a Marathon

85. Consistency is Key!

87. Blogging

88. Social Media

89. SEO

90. Offers / CTAs

91. Landing Pages

92. Emails

93. Lead Intel

95. Optimize

96. Promote

97. Target

98. Capture

99. Nurture

100. Test

101. Analyze