This in depth presentation reveals the distinct advantages of Inbound Marketing in contrast to traditional marketing for private schools. This is a must view for any school serious about marketing online to prospective parents.
The document summarizes a webinar about boarding school admissions presented by Greg O'Brien from The CollegeBound Network. Some of the key topics discussed include understanding the cost per lead and enrollment funnel metrics, lead generation sources and quality measurement, follow-up strategies for converting inquiries to applications and enrollments, overcoming challenges in contact prospects by phone and setting appointments, and developing effective scripts that focus on the student's needs and goals.
Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...Rick Newberry
Many schools have experienced a declining enrollment in recent years. This presentation highlights 12 strategies that several schools implemented to turn around their enrollment. This workshop was presented at the AISAP Summer Institute in July 2013 in Nashville.
Watch the full recording for this webinar here:
http://www.schoolimprovement.com/resources/webinars/developing-high-growth-schools-webinar/
This webinar gives five tips for improving student achievement school- or district-wide. Dr. Bobby Moore invited three school administrators to share their methods and successes.
Sujit k s - marketing plan gems international schoolSujit Shrivastava
The marketing plan aims to increase admissions at Gems International School in Gurgaon from 1300 to 2500. It outlines strategies to generate 1200 additional admissions through promotions targeting parents of children aged 2-5 and 7-10. Activities include seminars, school events, advertisements, social media campaigns and partnerships with local businesses and organizations to increase the school's brand recognition and attract more students. Detailed budgets are provided for the proposed promotional activities with an expected annual revenue of 15 crores rupees from 1200 additional admissions.
The document summarizes a webinar about boarding school admissions presented by Greg O'Brien from The CollegeBound Network. Some of the key topics discussed include understanding the cost per lead and enrollment funnel metrics, lead generation sources and quality measurement, follow-up strategies for converting inquiries to applications and enrollments, overcoming challenges in contact prospects by phone and setting appointments, and developing effective scripts that focus on the student's needs and goals.
Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Decl...Rick Newberry
Many schools have experienced a declining enrollment in recent years. This presentation highlights 12 strategies that several schools implemented to turn around their enrollment. This workshop was presented at the AISAP Summer Institute in July 2013 in Nashville.
Watch the full recording for this webinar here:
http://www.schoolimprovement.com/resources/webinars/developing-high-growth-schools-webinar/
This webinar gives five tips for improving student achievement school- or district-wide. Dr. Bobby Moore invited three school administrators to share their methods and successes.
Sujit k s - marketing plan gems international schoolSujit Shrivastava
The marketing plan aims to increase admissions at Gems International School in Gurgaon from 1300 to 2500. It outlines strategies to generate 1200 additional admissions through promotions targeting parents of children aged 2-5 and 7-10. Activities include seminars, school events, advertisements, social media campaigns and partnerships with local businesses and organizations to increase the school's brand recognition and attract more students. Detailed budgets are provided for the proposed promotional activities with an expected annual revenue of 15 crores rupees from 1200 additional admissions.
This presentation touched on private school marketing 101 and performing a marketing audit on your school. Special emphasis was put on creating an Annual Report for your school. "10 Ways to make your annual report awesome" are a great reminders for veteran communicators and an absolute must for schools doing an annual report "refresh".
Developing a school district marketing planDarrell Devaul
Developing a school district marketing plan requires identifying key audiences, delivery methods, messages, and evaluation metrics. The plan should determine who needs to hear the district's message, how it will be communicated using multiple vehicles tailored to different audiences, the top two to three messages to deliver such as student performance or financial responsibility, and how success will be measured through surveys, focus groups, and public perception over time. Developing an effective evaluation process allows the district to determine if its promotional goals were achieved and modify future marketing as needed to reach all constituency segments.
Check out the powerpoint slides fromSensei Nick Dougherty's Back to School Marketing Webinar. In this webinar he compared out-dated traditional marketing methods with cutting edge, free-of-charge marketing methods of this decade.
Learn how to market your school to the fullest extent on a shoe-string budget. If you feel you have fallen behind the curve as far as coordinating your social media marketing efforts with your back to school push, this information you must see!
Marketing Communication - Rio International SchoolRamkumar Ganesan
Being a live project, our team initially had discussed with our clients, and understood their requirements and the problems faced. We then concentrated on the channels of marketing communication that can be employed for creating awareness about the school. Then we focused on what are the best campaigning methods to bring the school to the parents and provide the necessary information that they want.
Increase enrollment through Inbound Marketing - Presentation at Assocation of...Schola Inbound Marketing
How do you find more prospective students? What is the difference between inbound marketing and traditional marketing? Do you know the first steps to take in implenting an inbound marketing campaign? This presentation will answer all these questions. It was presented by Ralph Cochran at the 2013 Association of Classical Christian Schools Conference.
Key Marketing & Student Recruitment Strategies for the Current International ...Christopher Allen
The document discusses key marketing and student recruitment strategies for international schools in China's current market. It outlines the problem of declining student enrollment facing many international schools. To address this, it recommends that schools understand basic marketing principles, manage their brand effectively by developing a unique value proposition, and utilize social media platforms to promote their school's strengths and differentiate themselves from competitors. Conducting market research and analysis is also advised to understand families' needs and wants. The presentation provides guidance on implementing these strategies to help international schools survive and thrive in China's competitive private education sector.
5 Tips for Growing inquiries by 50 percent - Enrollment Marketing 101 Part 2 ...Schola Inbound Marketing
Webinar presentation slides on using inbound marketing and SEO strategies to increase inquiries at your school. This slide deck was used by Ralph Cochran, President of Schola Inbound Marketing.
Putting the WOW into your School's WOM, ADVIS PresentationRick Newberry
This document discusses strategies for driving word-of-mouth (WOM) marketing at schools. It begins with an overview of WOM marketing and the factors that drive WOM, such as satisfaction, quality, passion, loyalty and trust. It then provides 15 specific strategies schools can use, such as developing a WOM marketing plan, using parent advocates, capturing memorable moments, and measuring customer satisfaction. Examples are given of schools that have implemented successful WOM campaigns. In conclusion, the document stresses that schools need a WOMbound marketing strategy to maximize referrals from existing parents and students.
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.
11 Starter Tips for Marketing Your Private SchoolTravis Allison
This document provides 11 tips for marketing a school. The tips include building a strong foundation by owning your website and making it usable and searchable. Focus on communicating your school's story and why it exists through content marketing and storytelling. Measure your efforts and create landing pages for different initiatives. Engage on social media purposefully and go where potential students and parents are online. Monitor what is said about your school.
Growing your school in troubled times, sbacs webinarRick Newberry
The document provides strategies for growing school enrollment discussed by Rick Newberry. It recommends developing a clear brand, setting enrollment goals, dedicating resources to marketing, launching a parent ambassador program, following up on inquiries, re-recruiting current families, implementing word-of-mouth campaigns, focusing on the school website, generating online leads, and using social media to tell the school's story. The strategies aim to effectively communicate the school's value proposition and experience to attract more students.
Marketing Matters for Language Schools: Tips and tricks for generating intere...University of Calgary
This document summarizes a presentation on marketing tips and tricks for language schools. The presentation covered introducing marketing concepts to language schools, low-cost marketing ideas like using simple language and focusing on benefits in materials, and bonus ideas like associating language learning with celebrities. It emphasized researching your audience, revisiting your marketing efforts, and revising your approach based on results. Overall, the presentation provided practical low-cost tips and stressed the importance of patience when marketing language programs.
MARKETING STRATEGY FOR A BUSINESS SCHOOLSajna Fathima
The document outlines a marketing strategy for BIMS business school with the goal of establishing it as the best business school in South India. It discusses why marketing is important for a business school's success and reputation. The strategy includes establishing a marketing team, promoting the school's unique strengths in media and on its website, holding events to showcase the school, and monitoring key metrics to evaluate the strategy's effectiveness. The overall purpose is to actively communicate the school's values and programs to students, parents, and the community.
Selling Education: How Should Private Schools Be BrandedSophie Pascal
This document discusses how to effectively brand private schools. It identifies four key elements of branding: personality, content, consistency, and loyalty. Schools should craft a unique personality profile through visuals, style guides, taglines to create emotional associations, and engaging audiences. Strong branding involves establishing graphic and editorial styles, developing slogans, and leveraging brand ambassadors and user generated content. Schools must remember that the customer defines the brand through their experiences, so it is important to nurture the image and communicate the brand's message to gain loyalty.
Putting the wow into your school's wom, NYSAIS PresentationRick Newberry
This presentation was presented at the NYSAIS Conference at Mohonk Mountain House in April 2014. During this presentation, I discuss a primer on word of mouth marketing, eight drivers of word of mouth, 15 strategies to implement at your school, example word of mouth marketing campaigns and a review of the top NYSAIS websites that tell their school's story online.
An overview of academic marketing - Increasing Enrollment using Marketing covers: marketing 101, what marketing says about your school, marketing audits, pictures role in marketing, direct mail and school brochures
The document provides an overview of a presentation on marketing educational institutions. It discusses how marketing of education has become more accepted and common, using examples from the US, Australia, and Canada. It provides tips for schools on marketing themselves, such as promoting school pride, maintaining consistency in branding, and focusing on customer service. The presentation encourages schools to shine by believing in themselves, striving to improve, and sharing their achievements with others.
Inbound marketing focuses on creating educational content to attract potential customers to a website rather than using interruptive advertising methods. It involves optimizing website content like articles and social media posts for search engines and social media so qualified leads can find the content organically. Inbound marketing can be understood as a philosophy of attracting customers with helpful information, a methodology visualized as moving leads through a sales funnel via content, and a tool set or playbook for implementation. The approach works better than interruptive ads because today's well-informed customers ignore ads and instead seek out information on their own terms.
This document provides an overview of inbound marketing methodology. It begins by defining inbound marketing as focusing on creating educational content to attract potential customers to a website rather than using interruptive advertising. It then discusses the philosophy of why inbound marketing works, noting that customers are now well-informed and start their buying journeys online through search engines. The methodology section outlines the inbound marketing cycle of attracting website visitors through content and search engine optimization, converting visitors into leads through calls-to-action and landing pages, closing leads into customers through email nurturing and CRM integration, and delighting customers to turn them into brand promoters. It emphasizes the importance of blogging, social media, targeted keywords, calls-to-action, landing pages
This presentation touched on private school marketing 101 and performing a marketing audit on your school. Special emphasis was put on creating an Annual Report for your school. "10 Ways to make your annual report awesome" are a great reminders for veteran communicators and an absolute must for schools doing an annual report "refresh".
Developing a school district marketing planDarrell Devaul
Developing a school district marketing plan requires identifying key audiences, delivery methods, messages, and evaluation metrics. The plan should determine who needs to hear the district's message, how it will be communicated using multiple vehicles tailored to different audiences, the top two to three messages to deliver such as student performance or financial responsibility, and how success will be measured through surveys, focus groups, and public perception over time. Developing an effective evaluation process allows the district to determine if its promotional goals were achieved and modify future marketing as needed to reach all constituency segments.
Check out the powerpoint slides fromSensei Nick Dougherty's Back to School Marketing Webinar. In this webinar he compared out-dated traditional marketing methods with cutting edge, free-of-charge marketing methods of this decade.
Learn how to market your school to the fullest extent on a shoe-string budget. If you feel you have fallen behind the curve as far as coordinating your social media marketing efforts with your back to school push, this information you must see!
Marketing Communication - Rio International SchoolRamkumar Ganesan
Being a live project, our team initially had discussed with our clients, and understood their requirements and the problems faced. We then concentrated on the channels of marketing communication that can be employed for creating awareness about the school. Then we focused on what are the best campaigning methods to bring the school to the parents and provide the necessary information that they want.
Increase enrollment through Inbound Marketing - Presentation at Assocation of...Schola Inbound Marketing
How do you find more prospective students? What is the difference between inbound marketing and traditional marketing? Do you know the first steps to take in implenting an inbound marketing campaign? This presentation will answer all these questions. It was presented by Ralph Cochran at the 2013 Association of Classical Christian Schools Conference.
Key Marketing & Student Recruitment Strategies for the Current International ...Christopher Allen
The document discusses key marketing and student recruitment strategies for international schools in China's current market. It outlines the problem of declining student enrollment facing many international schools. To address this, it recommends that schools understand basic marketing principles, manage their brand effectively by developing a unique value proposition, and utilize social media platforms to promote their school's strengths and differentiate themselves from competitors. Conducting market research and analysis is also advised to understand families' needs and wants. The presentation provides guidance on implementing these strategies to help international schools survive and thrive in China's competitive private education sector.
5 Tips for Growing inquiries by 50 percent - Enrollment Marketing 101 Part 2 ...Schola Inbound Marketing
Webinar presentation slides on using inbound marketing and SEO strategies to increase inquiries at your school. This slide deck was used by Ralph Cochran, President of Schola Inbound Marketing.
Putting the WOW into your School's WOM, ADVIS PresentationRick Newberry
This document discusses strategies for driving word-of-mouth (WOM) marketing at schools. It begins with an overview of WOM marketing and the factors that drive WOM, such as satisfaction, quality, passion, loyalty and trust. It then provides 15 specific strategies schools can use, such as developing a WOM marketing plan, using parent advocates, capturing memorable moments, and measuring customer satisfaction. Examples are given of schools that have implemented successful WOM campaigns. In conclusion, the document stresses that schools need a WOMbound marketing strategy to maximize referrals from existing parents and students.
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.
11 Starter Tips for Marketing Your Private SchoolTravis Allison
This document provides 11 tips for marketing a school. The tips include building a strong foundation by owning your website and making it usable and searchable. Focus on communicating your school's story and why it exists through content marketing and storytelling. Measure your efforts and create landing pages for different initiatives. Engage on social media purposefully and go where potential students and parents are online. Monitor what is said about your school.
Growing your school in troubled times, sbacs webinarRick Newberry
The document provides strategies for growing school enrollment discussed by Rick Newberry. It recommends developing a clear brand, setting enrollment goals, dedicating resources to marketing, launching a parent ambassador program, following up on inquiries, re-recruiting current families, implementing word-of-mouth campaigns, focusing on the school website, generating online leads, and using social media to tell the school's story. The strategies aim to effectively communicate the school's value proposition and experience to attract more students.
Marketing Matters for Language Schools: Tips and tricks for generating intere...University of Calgary
This document summarizes a presentation on marketing tips and tricks for language schools. The presentation covered introducing marketing concepts to language schools, low-cost marketing ideas like using simple language and focusing on benefits in materials, and bonus ideas like associating language learning with celebrities. It emphasized researching your audience, revisiting your marketing efforts, and revising your approach based on results. Overall, the presentation provided practical low-cost tips and stressed the importance of patience when marketing language programs.
MARKETING STRATEGY FOR A BUSINESS SCHOOLSajna Fathima
The document outlines a marketing strategy for BIMS business school with the goal of establishing it as the best business school in South India. It discusses why marketing is important for a business school's success and reputation. The strategy includes establishing a marketing team, promoting the school's unique strengths in media and on its website, holding events to showcase the school, and monitoring key metrics to evaluate the strategy's effectiveness. The overall purpose is to actively communicate the school's values and programs to students, parents, and the community.
Selling Education: How Should Private Schools Be BrandedSophie Pascal
This document discusses how to effectively brand private schools. It identifies four key elements of branding: personality, content, consistency, and loyalty. Schools should craft a unique personality profile through visuals, style guides, taglines to create emotional associations, and engaging audiences. Strong branding involves establishing graphic and editorial styles, developing slogans, and leveraging brand ambassadors and user generated content. Schools must remember that the customer defines the brand through their experiences, so it is important to nurture the image and communicate the brand's message to gain loyalty.
Putting the wow into your school's wom, NYSAIS PresentationRick Newberry
This presentation was presented at the NYSAIS Conference at Mohonk Mountain House in April 2014. During this presentation, I discuss a primer on word of mouth marketing, eight drivers of word of mouth, 15 strategies to implement at your school, example word of mouth marketing campaigns and a review of the top NYSAIS websites that tell their school's story online.
An overview of academic marketing - Increasing Enrollment using Marketing covers: marketing 101, what marketing says about your school, marketing audits, pictures role in marketing, direct mail and school brochures
The document provides an overview of a presentation on marketing educational institutions. It discusses how marketing of education has become more accepted and common, using examples from the US, Australia, and Canada. It provides tips for schools on marketing themselves, such as promoting school pride, maintaining consistency in branding, and focusing on customer service. The presentation encourages schools to shine by believing in themselves, striving to improve, and sharing their achievements with others.
Inbound marketing focuses on creating educational content to attract potential customers to a website rather than using interruptive advertising methods. It involves optimizing website content like articles and social media posts for search engines and social media so qualified leads can find the content organically. Inbound marketing can be understood as a philosophy of attracting customers with helpful information, a methodology visualized as moving leads through a sales funnel via content, and a tool set or playbook for implementation. The approach works better than interruptive ads because today's well-informed customers ignore ads and instead seek out information on their own terms.
This document provides an overview of inbound marketing methodology. It begins by defining inbound marketing as focusing on creating educational content to attract potential customers to a website rather than using interruptive advertising. It then discusses the philosophy of why inbound marketing works, noting that customers are now well-informed and start their buying journeys online through search engines. The methodology section outlines the inbound marketing cycle of attracting website visitors through content and search engine optimization, converting visitors into leads through calls-to-action and landing pages, closing leads into customers through email nurturing and CRM integration, and delighting customers to turn them into brand promoters. It emphasizes the importance of blogging, social media, targeted keywords, calls-to-action, landing pages
Inbound marketing is a methodology that uses numerous types of pull marketing – content marketing, events, SEO, blogs, social media and that's only the tip of the iceberg – to pull in new business. As opposed to outbound marketing, where marketers endeavor to discover clients, inbound marketing wins the consideration of clients and makes the organization simple to be found.
What is Inbound Marketing? A Comprehensive, Downloadable Training PresentationHubSpot
This document provides an overview of inbound marketing, including its philosophy, methodology, and tools. The philosophy is that inbound marketing focuses on creating educational content to attract potential customers to a website rather than interrupting them with ads. The methodology involves attracting website visitors with content, converting them into leads by gathering contact information, closing leads into customers through email nurturing, and delighting customers to become brand promoters. Key tools include blogging, social media, search engine optimization, landing pages, forms, email automation, and customer relationship management integrations.
Inbound marketing focuses on creating educational content to attract potential customers to a website rather than using interruptive advertising. It involves understanding the buyer journey and using content, personalization, and a multi-channel approach to attract, convert, close, and delight visitors through the sales funnel. The methodology uses tools like blogging, social media, landing pages, and email nurturing at each stage to turn strangers into customers and customers into promoters.
The document outlines several marketing predictions for 2015 based on research from sources like Forbes and thinkelite. It predicts that marketing will shift from globalization to personalization as consumers resist homogenization. There will also be a growing focus on internal communications as a key marketing asset. Additionally, visual storytelling will emerge as a main strategy for growing communities by establishing authenticity with audiences. Leveraging new technologies will help brands stay ahead of the curve.
The document outlines several marketing predictions for 2015 based on research from sources like Forbes and thinkelite. It predicts that marketing will shift from globalization to personalization as consumers resist homogenization. There will also be a growing focus on internal communications as a key marketing asset. Additionally, visual storytelling will emerge as a main strategy for growing communities by establishing authenticity with audiences. Leveraging new technologies will help brands stay ahead of the curve.
In this course we cover Inbound Marketing Philosophy, Inbound Marketing Methodology and Inbound Marketing Tools. Created for business owners and agency owners this guide will not only help you understand what Inbound Marketing is, but how to put into practice for your brand.
Created by @jonathanhinshaw, www.ebwaycreative.com
View the full video presentation online at - http://www.ebwaycreative.com/ebway-creative-blog/what-is-inbound-marketing
Inbound Marketing: Overview for Higher EducationAndrea Simon
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.
Practical Digital Marketing Strategies. Everything about marketing has changed, yet nothing has changed. Marketing principles and human behaviour do not change
Instead of buying ads, 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.
This slide deck gives a brief overview of inbound marketing.
This document provides a guide for CMOs on inbound marketing. It defines inbound marketing as helping potential customers find a company through relevant content before they are looking to purchase. Inbound marketing focuses on building brand awareness and preference through search engine optimization and social media rather than interrupting potential customers. The document discusses how content marketing, marketing automation, and staffing are important components for a successful inbound marketing strategy but cannot replace it on their own. Inbound marketing works best when combined with other lead generation tactics.
Digital Marketing has revolutionized many businesses and turned out to be one of the core requirements for any business organization because it helps to generate better business revenues.
Inbound Methodology: The Secret to Digital Marketing SuccessAptera Inc
Inbound marketing focuses on creating educational content to attract website visitors and convert them into leads and customers. It works because consumers are now well-informed and start their buying journeys through search engines rather than being receptive to interruptive ads. The methodology involves using tools like blogs, social media, and landing pages to attract strangers, convert visitors into leads, close leads into customers through nurturing, and delight customers to become brand promoters.
This is the deck used in The Digital Marketing Workshop at SXSW 2014.
Panelists include:
Blake Robinson, Director, Social Data @Kantar
Israel Mirsky, Global Managing Director, Social & Performance @ Annalect
Margaret Francis, VP, Product @Heroku
Marshal Kirkpatrick, CEO @GetLittleBird
This document outlines an 11-step inbound marketing strategy checklist. It discusses reviewing current marketing performance, buyer personas, customer journeys, competitive landscapes, goals, value propositions, content, websites, marketing automation, sales alignment, and budgets. The goal is to attract visitors through quality content, convert them to leads, and nurture them through the entire buying process in order to generate more revenue. Each step provides guidance on aspects to evaluate and optimize for a comprehensive inbound strategy.
An online marketer needs to meaningfully engage people where they congregate online. E-marketing involves applying traditional marketing techniques through the internet. It allows for design, advertising, promotion and sales online. E-marketing has advantages like global reach, lower costs, interactivity, personalized targeting and measurable results. The future of e-marketing is positive as social media marketing provides a cost-effective way to target large audiences through viral sharing.
Similar to Introduction to Inbound Marketing for Schools (20)
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
10. How has the smartphone
changed how your prospects
interact
with your school?
11. 1 WHAT IS INBOUND MARKETING?
2 PROOF IT WORKS: SCHOOL CASE STUDY
3 THE PHILOSOPHY: WHY INBOUND WORKS.
4 THE METHODOLOGY: HOW INBOUND WORKS.
5 THE TOOLS: A PLAYBOOK THAT WORKS.
6 ADDITIONAL RESOURCES.
CONTENTS.
13. 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?
14. INBOUND IS AN APPROACH TO MARKETING
THAT REACHES TODAY’S PROSPECTIVE
PARENTS WHERE THEY ARE AT IN THE
SCHOOL SEARCH PROCESS.
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.
15. 1. Inbound as a philosophy
(the “WHY?”);
2. Inbound as a methodology
(the “HOW?”); and
3. Inbound as a tool set
(the “PLAYBOOK”).
INBOUND MARKETING CAN BE UNDERSTOOD
IN THREE WAYS:
TOOL SET
18. RESULTS AFTER ONE YEAR WITH AN INBOUND
MARKETING STRATEGY:
More Info at www.schoolinboundmarketing.com/customercases
111%
Increase in Enrollment
89 New Students
171%
Increase in Applications
170 New Applicants
344%
Increase in Website Traffic over
4000 Visits a Month
20. USE GOOGLES TOOL TO CHECK YOUR WEBSITE:
https://www.google.com/webmasters/tools/mobile-friendly/
GOOGLE SEARCH ALGORITHIM UPDATED ON
APRIL 21st 2015
22. Inbound marketing is a philosophy
based on the truth that consumers
buy differently today than they did 10
years ago.
INBOUND AS A PHILOSOPHY.
23. PRE-INTERNET.
•Buyer: Relatively
uninformed.
•Buyer Journey: Linear.
•Marketing Playbook:
Interrupt (cold calls and
advertising).
THINK ABOUT IT.
TODAY.
•Buyer: Well-informed.
•Buyer Journey: Fluid and
random. Starts with Google.
•Marketing Playbook:
Thought leadership through
content creation.
24. There are three major reasons
why consumers are skeptical
about brands, and why
interruptive advertising and
cold calling aren’t nearly as
effective as they once were …
HOW DID THIS TRANSFORMATION TAKE
PLACE?
3
25. 1. The Proliferation of Media:
The media landscape has
become insanely cluttered.
There’s a magazine, TV
channel, radio station, and a
gajillion websites for every
conceivable interest.
WHY INTERRUPTION DOESN’T WORK:
REASON NUMBER ONE.
26. The media landscape
grew to include more
channels over time, and
each channel eventually
became its own
advertising medium.
27. Let’s try to comprehend
just how cluttered the
media landscape is to
illustrate how much
advertising there is ...
28. This is a simplified
timeline of the
appearance of
advertising in major
communication
channels.
29. Not only has the media
landscape grown by
type; each type has
grown exponentially by
volume.
30. • In 1920, there was 1 radio station. In 2011, there were 14,700.
• In 1946, America had 12 broadcasting TV stations. In 2011,
there were over 1,700.
• In 1998 (over 15 years ago!), the average consumer saw or
heard 1 million marketing messages – almost 3,000 per day.
• In 2014, there are 1,500 stories competing to show up in your
personal Facebook News Feed at any given moment.
THE PROLIFERATION OF MEDIA.
32. 2. A History of Deceptive
Advertising: Consumers are
accustomed to false claims
and deceit in advertising, so
even when clever ads are
seen by consumers, they’re
thought to be dishonest.
WHY INTERRUPTION DOESN’T WORK:
REASON NUMBER TWO.
According to the 2012 Edelman Trust
Barometer, 63% of consumers need to
hear company claims 3-5x before they’ll
actually believe them!
34. 3. Technology Empowered the
Consumer: Consumers gained
access to tools and information
that enabled them to dodge
interruptive brand messages
and instead seek out
information when they’re ready.
WHY INTERRUPTION DOESN’T WORK:
REASON NUMBER THREE.
35. VCRs.
Caller ID.
DVRs.
The Do Not Call list.
Spam software.
Broadband internet.
Smartphones.
Social media.
This
changed
everything.
36. By aligning the content you publish
with your customer’s interests, you
can earn permission to market to
prospects that you can convert into
leads, close into customers, and
delight to the point they come
promoters of your brand.
THAT’S WHY PERMISSION BECAME MORE
EFFECTIVE THAN INTERRUPTION.
37. There are several major
themes of inbound,
permission-based
marketing. Let’s talk
about them.
38. You create targeted content that
answers your prospective parent's
basic questions and needs, and you
share that content far and wide.
CONTENT CREATION.
39. You recognize that people go
through stages as they interact with
your school, and that each stage
requires different marketing actions.
LIFECYCLE MARKETING.
40. As you learn more about your leads
over time, you can better personalize
your messages to their specific
needs.
PERSONALIZATION & CONTEXT.
41. Inbound marketing is a philosophy
based on the truth that consumers
buy differently today than they did 10
years ago.
INBOUND OVERVIEW
42. Inbound marketing is multi-channel by
nature because it approaches people
where they are, in the channel where
they want to interact with you.
Example: You don’t push a prospect to
download an application when they
don’t even know if your school is a
good fit.
A MULTI-CHANNEL PRESENCE.
43. 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.
INTEGRATION.
44. • Building trust, not skepticism
among your prospects.
• Being loved, not ignored by your
customers.
• Outsmarting, not outspending
your competitors.
IN SUMMARY, INBOUND MARKETING IS
ABOUT ...
47. 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.
48. The methodology facilitates the
buyer journey through the sales
funnel – from strangers to
promoters of your School brand.
51. HOW TO UNDERSTAND THE INBOUND
METHODOLOGY GRAPHIC.
Along the top are the four
actions (Attract, Convert,
Close, Delight) companies
must take in order to obtain
visitors, leads, and customers.
52. HOW TO UNDERSTAND THE INBOUND
METHODOLOGY GRAPHIC.
Along the bottom are the tools
schools use to accomplish
these actions.
Note: Note the tools are listed under the
action where they first come into play, but
that’s not the only place they’re applicable!
Several tools, like email, can be essential
in several stages of the methodology.
54. You want to attract people that will
potentially become leads. Attract
your ideal parent or buyer persona
by creating content that’s valuable
and easy for them to find.
In contrast don’t exclusively
produce content that brags about
your school’s recent
accomplishments.
STEP 1: ATTRACT STRANGERS AND TURN
THEM INTO WEBSITE VISITORS.
56. 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: ebook).
STEP 2: CONVERT WEBSITE VISITORS INTO
LEADS.
57. Take a Look at Liberty Christian
School a K4-8 School in Owings
Mills Maryland.
Go Here:
www.libertychristianschoolmd.com
EXAMPLE WEBSITE: CONVERT WEBSITE
VISITORS INTO LEADS.
59. Once you’ve attracted the right
visitors and converted the right
leads, 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.
61. Using context and personalization
to deliver tailored messages,
continue to engage with, delight,
and (hopefully) upsell your current
customer base into happy
promoters of your company.
STEP 4: DELIGHT CUSTOMERS TO TURN
THEM INTO PROMOTERS OF YOUR BRAND.
62. 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.
65. Tools to attract strangers to your
site include:
•Blogging
•Social Media
•Keyword Optimization
•Site Pages
STEP 1: ATTRACT STRANGERS AND TURN
THEM INTO WEBSITE VISITORS.
Blog
Social Media
Keywords
Pages
Attract
Strangers Visitors
66. We’re going to take a
moment to emphasize
the importance of
blogging because it’s
that important ...
67. Schools blog because
it’s one of the most
effective ways to attract
potential customers to
your site.
68. •GO TO KIM’S PRESENTATION ROOM #2 @
2:30PM ON BLOGGING THIS AFTERNOON
TO LEARN MORE ABOUT HOW TO SETUP
A BLOG FOR YOUR SCHOOL.
COMMERCIAL INTERRUPTION
69. Blogging isn’t the only
tool that effectively
attracts customers to
you, though.
70. 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.
71. You need to carefully, 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.
73. Tools to convert visitors into leads
include:
•Calls-to-Action
•Landing Pages
•Forms
•Contacts Database
STEP 2: CONVERT WEBSITE VISITORS INTO
LEADS.
Calls-to-Action
Landing Pages
Forms
Contacts
Convert
Visitors Leads
74. 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.
75. 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 sales team can use to
begin a conversation with them.
DRIVE VISITORS TO LANDING PAGES WHERE
THEY CAN BECOME LEADS.
76. 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.
77. 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 – be it through email, a
landing page, or social media.
HOUSE ALL OF YOUR CONTACTS IN ONE
PLACE.
79. Tools to close leads into customers
include:
•Lead Scoring
•Email
•Marketing Automation
•Closed-Loop Reporting
STEP 3: CLOSE LEADS INTO CUSTOMERS
THROUGH LEAD NURTURING.
Email
Workflows
Lead Scoring
CRM Integrations
Close
Leads Customers
80. You’ve got contacts in your
system, but how do you know
which ones are ready to speak to
your sales team? Using a
numerical representation of the
sales-readiness of a lead takes the
guesswork out of the process.
USE LEAD SCORING TO DETERMINE WHICH
LEADS ARE READY FOR A ADMISSIONS.
81. 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.
83. If a visitor downloaded a
whitepaper from you in the past,
you might want to send that lead a
series of related emails. But if they
follow you on Twitter and visited
certain pages on your website, you
might want to tailor the messaging.
GO BEYOND EMAIL BY USING AUTOMATION
INFORMED BY CONTEXT AND LIFECYCLE.
84. 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.
85. What tools do you use
to turn customers into
repeat, happy
customers?
86. Tools to delight your customers
include:
•Smart Calls-to-Action
•Social Media
•Email and Marketing Automation
STEP 4: DELIGHT CUSTOMERS TO TURN
THEM INTO PROMOTERS OF YOUR BRAND.
Social Media
Smart-Calls-to-Action
Email
Workflows
Delight
Customers Promoters
87. Treat people like people and earn
trust by using Smart Content and
Personalization Tokens to create a
tailored experience based on
prospects’ needs across all of your
marketing channels – from CTAs
to email to landing pages.
FUTURE: KEEP THE CYCLE GOING BY
CONTINUALLY NURTURING WITH
PERSONALIZED CONTENT.
Click to learn more about
how Smart Content and
Personalization works.
88. Alas, we’re done with
the tools!
Here’s how the inbound
methodology and tools
all come together.
89. 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 sales team with lead intelligence for more
effective sales calls.
Analyze the success of your marketing campaigns, and determine which
areas need further optimization or personalization for future success.