10 things universities should know about Inbound Marketing

1. 10 Things Universities
Should Know About
Inbound Marketing

2. 2
More Inbound Marketing Stats

3. #1 People Don’t Research the Way They Used to
4
44% of direct mail is never opened
86% skip TV commercials
91% unsubscribe from emails
200 Million say “do not call”

4. of prospective students view
college website via mobile
devices
of students find college
websites to be a reliable
sources of information
of students used social
media when deciding to
where to enroll
5
#2
Internet Has Become The Authority
of consumers research
online before making a
major purchase

5. 6
#3
There are Opportunities for Universities who
Take Internet Marketing Seriously

6. 7
#3
There are Opportunities for Universities who
Take Internet Marketing Seriously

7. #4
Outbound Marketing: When the Brand Interrupts
What is Outbound Marketing
When Brands Interrupt What You Want to Do
With What They Want You to Buy

8. 9
#5
Inbound Marketing:
When the Brand Adds Value to the Client’s Research Process
Inbound Marketing
When Brands Attract Customers by Being
More Useful Online Than Their Competitors
- Answer the questions of non-traditional students
- Best Jobs for Mom’s Re-entering the Workforce
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- Best Advice on How to Get a Job After the Army
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- Answer them on Social Media
- Facebook
- Google+
- Twitter
- YouTube

9. #6
Inbound Methodology

10. #7
Attract Students Through Useful Content
Paid Results:
“online MBA”
costs
$59/click
2nd Organic
Result:
Reoccurring
asset, will
continue to
appear year
after year
11

11. #8
Use Social Media to Promote Useful Content
• Social media has a 100% higher lead-to-
close rate than outbound marketing.
(State of Inbound Marketing, 2012)
• Companies that acquired customers
from Facebook: B2C is 77% and B2B is
43%. (State of Inbound Marketing,
2012)

12. #8
Beware of Trying to Use Social Media
for Outbound Marketing
• Auto-posting to Facebook decreases
likes and comments by 70%. (Digital
Buzz Blog 2012)

13. 14
#9
Use Calls to Action and Premium Content
to Convert Visitors to Leads

14. 15
Convert
Visitor to a
Lead
Meet
Professors
Student
Success
Stories
Info on
Campus Visit
#10
Nurture Leads Through Offers
and More Premium Content
Push towards
“apply now”
Info on
Financial Aid

15. 16
QUESTIONS?

16. Where you can
download these
slides:
bit.ly/
@aj613 | ajsingerstudios.com |
adam@ajsinger.com

17. 18
Inbound Marketing and Search Engine Optimization
1.Relevant
2.Local
3.Authoritative
of global Internet users
research products online
before making a big purchase.
(Retailing Today, 2013)

18. 1.Learn what terms students use
when searching
(AdWords, Market Samurai, etc.)
2.Learn what terms are not too
competitive to be attained
(moz.com)
Be the Search!
3.Make sure your website is set
up to effectively tell Google what you
do
(title tags, alt tags, etc.)
#4 What is Relevant

19. Moz.com/Local
schema.org
#5 Local: Make Sure Google Knows Where You Are

20. What is Authority?
• Who links to your
website?
• How many sites link to
your website?
• How often is your page
shared on social
media?
• Who shares it on social
media?

21. How to Establish Authority
• Blog
• ContentPlus published that blogs give websites 434% more indexed
pages and 97% more indexed links.
• 92% of companies who blogged multiple times a day acquired a
customer through their blog. (HubSpot State of Inbound
Marketing, 2012)
• Create Premium Content - things worth sharing and
linking to
• eBooks
• White Papers
• Infographics
• Webinars
• E-mail things that people want to get, not to advertise

22. 23
HubSpot Tools
Overview 2

23. Keywords
24
Discover which keywords will bring the best organic traffic to your site and analyze your paid
search campaigns.
• Track which keywords
drive the best visitors
& leads
• View difficulty, current
rank and search
volume
• Get
recommendations for
low-hanging fruit
• Compare your
rankings to
competitors

24. Blogging
25
Create long-lasting marketing assets by publishing blog articles optimized to get found and
generate leads.
• Create content to
develop your thought
leadership and get
found online
• View detailed SEO
recommendations for
improving your
content as you type
• Automatically publish
to your social media
accounts

25. Call to Action
Build professional CTAs in minutes to convert your visitors into leads, complete with A/B
testing.
• Build CTAs or upload
your own custom
images
• Display CTAs on your
pages, blog posts and
emails
• Display Smart CTAs
based on contact
properties

26. Landing Pages
27
Capture inbound leads through your website with landing pages that are easy to customize
and track.
• Build optimized
landing pages in
minutes without a
developer
• Choose from multiple
templates
• View detailed
conversion analytics
• Integrate with your
CTAs, contacts and
social media accounts
easily

27. Email Marketing
28
Send personalized, beautiful emails that your prospects will look forward to receiving and
measure which messages are most effective.
Collect valuable information on your leads for
segmentation, personalization, and follow up
by your sales team • Personalize your
message, sender,
and subject lines
• View detailed
engagement analytics
• Choose from a variety
of pre-tested
templates

28. Workflows Automation App
Trigger email messages and activities within your contact records to automate your email marketing strategies.
• Trigger emails,
actions in your
Contacts database &
webhooks
• Create custom lead
scoring
• Move leads easily to
different workflows
and lists
• View detailed
engagement data

29. Sources
30
Analyze which of your marketing activities are driving the highest ROI in terms of visits,
leads, and students.
• Track how your
marketing is
performing in terms of
visitors, leads &
students
• Measure the ROI of
your marketing
campaigns
• Drill into detailed
reports on your
performance
• Compare the
effectiveness of your
marketing channels

30. Competitors Report
31
Analyze how you compare to your competitor’s online presence.

31. Typical Student’s Journey
32