Using Your School’s Data to  Drive Communications and Boost Campaign Conversions

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According to a February 2013 HubSpot ROI report (a collaboration between HubSpot and MIT) 93% of companies using inbound marketing and social media are increasing their lead generation. What does that mean for independent schools? How can they use inbound marketing to generate more event sign ups, increase giving and enhance constituent engagement? From inbound marketing to landing pages; from communication outreach to conversion; the purpose of this session is to help schools identify the data they have readily accessible at their fingertips, and provide them a new perspective on how to convert that into creative content opportunities that enhance outreach campaigns. Walk away with an understanding of how to approach inbound marketing and develop the initial framework of a campaign supported by landing pages.

Education Business News & Politics

Using Your School’s Data to
Drive Communications and
Boost Campaign Conversions

@LizESchmitt @peterdbaron

Iterating
pages

Inbound
marketing
Interpreting
data

Conversions

Sixty percent of companies will execute inbound marketing
strategies in 2013.
— ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW

“Outbound marketing is the traditional
form of marketing where a company
initiates the conversation and sends its
message out to an audience. ”

Inbound marketing is advertising a company
through blogs, podcasts, video, eBooks, enewsletters,
whitepapers, SEO, social media marketing, and other forms of
content marketing…Inbound marketing earns the attention of
customers, makes the company easy to be found and draws
customers to the website by producing interesting content.

Glog Notes
Authentic student voice
Trust: post without review
content posted 7 days a week
Compensation: digital cameras
70,000 views in ﬁrst 4 years

Image credit: Gould Academy

5 Steps to an
Inbound Marketing Plan

Social

Content

SEO

Keywords
Personas

Kyle Ramsey
• 14 years old
• Looking to be challenged in soccer
• Demonstrated interest in leadership positions
• Above average academic proﬁle
• First member of his family to consider private school

Keywords

https://adwords.google.com
http://www.wordtracker.com
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http://moz.com

http://www.dreamgrow.com/how-to-build-a-social-media-bomb/

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1. Encapsulation
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Click me!

10% increase in Summer
Programs enrollment
25% of Summer Programs
attendees attended a Porter’s
Leads event

Analytics (8/1-9/9):
309 page views / 256 visitors
50% bounce rate (site wide, it’s 38.8%)

Where people went after visiting the page:
Register for event
10.0%
Portrait of a Porter's Graduate 6.6%
Porter's Summer Programs
5.9%
Welcome to Porter's
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Idris Clay is a social media strategist located in Upper Marlboro, Maryland. He received a BA in English for Corporate Communications and Management from Christian Brothers University. Clay has over 1.5 years of experience as a Social Media Marketing Specialist at Prince George's Community College, where he creates and manages social media content to promote the college's brand and drive traffic to its website. He is skilled in various social media platforms and analytics tools and serves as a HootSuite ambassador.

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1. Using Your School’s Data to Drive Communications and Boost Campaign Conversions @LizESchmitt @peterdbaron

2. Iterating pages Inbound marketing Interpreting data Conversions

3. inbound marketing

4. Are you using inbound marketing?

5. Sixty percent of companies will execute inbound marketing strategies in 2013. — ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW

6. “Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. ”

8. Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing…Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.

9. HubSpot: http://bit.ly/GzKfKW

10.

11. school examples?

12.

13. Glog Notes Authentic student voice Trust: post without review content posted 7 days a week Compensation: digital cameras 70,000 views in ﬁrst 4 years Image credit: Gould Academy

14.

15.

16. 5 Steps to an Inbound Marketing Plan Social Content SEO Keywords Personas

17. Personas

18. personas are ﬁctional characters created to represent the diﬀerent user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way. http://en.wikipedia.org/wiki/Persona_(marketing)

19. Kyle Ramsey • 14 years old • Looking to be challenged in soccer • Demonstrated interest in leadership positions • Above average academic proﬁle • First member of his family to consider private school

20. Keywords

21.

22. Keywords https://adwords.google.com http://www.wordtracker.com http://raventools.com/ http://moz.com

23. SEO

24. url keywords <H1> tag <title> tag

25.

26. Content

27.

28. Social Media

29. http://www.dreamgrow.com/how-to-build-a-social-media-bomb/

30.

31.

32.

33.

34.

35. e-books how shoul d we hand le different screen siz es? a list of the most relevant related posts how to use twitter in the classroom courses on register for a webinar

36. Landing Page

37.

38. 1. Encapsulation 2. Contrast & Color 3. Directional Cues 4. Whitespace 5. Urgency & Scarcity 6. Multiscreen & RWD Click me!

39.

40.

41.

42.

43.

44. 10% increase in Summer Programs enrollment 25% of Summer Programs attendees attended a Porter’s Leads event

45. 2013-2014?

46. Analytics (8/1-9/9): 309 page views / 256 visitors 50% bounce rate (site wide, it’s 38.8%)

47. Where people went after visiting the page: Register for event 10.0% Portrait of a Porter's Graduate 6.6% Porter's Summer Programs 5.9% Welcome to Porter's 4.8%

48. 6% 9% 28% 14% 21% < 15 seconds 1-3 minutes 15-30 seconds 22% 30-60 seconds 3-5 minutes 5-10 minutes

49. Inbound Marketing Blueprint

50. 1) Personas

51. Build out personas Build out personas Build out personas

52. 2) Keywords

53. 3) SEO

54.

55. 4) Content +

56. ? ? ?

57. 5) Social Media

58. </end presentation>

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