This document discusses how schools can use data from inbound marketing strategies to improve communications and increase conversions. It provides examples of how schools like St. Paul's School used social media campaigns to engage students, alumni and others. The document also discusses how schools can create targeted landing pages based on personas to convert more visitors into applicants and students. It outlines a 5 step inbound marketing blueprint that schools can follow, including focusing on keywords, SEO, creating engaging content, using social media, and defining buyer personas.

1. Using Your School’s Data to
Drive Communications
and Boost Conversions
Liz Schmitt
Chief Enrollment & Student Affairs Officer
Miss Porter’s School
liz_schmitt@missporters.org
Peter Baron
Senior Product Marketing Manager
Blackbaud
pbaron@whipplehill.com

2. Inbound Conversions
marketing
Interpreting
data

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 your school
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 school easy to be found ultimately drawing
customers to the website by producing interesting content.

9. Are you using inbound marketing?

10. school examples?

11. St. Paul’s School #SPS12Days

14. St. Paul’s School #SPS12Days
• Instagram challenges in 2012 & 2013
• Good buzz, increased likes, increased interaction rates. 577
people interacted with the 2012 campaign. Students were
posting photos, alums were interacting with them.

16. Peter Saliba
Head of School
Tilton School
@TiltonHOS

19. Experience Tilton School

27. #isGivingTuesday
“As a partner of Giving Tuesday, we want to involve
all independent schools and their extended
communities in a group discussion.
Our goal is to enable and empower faculty, students,
families, alumni, and the entire independent school
community to join in and promote giving. Participants
in the chat can share what their schools have done to
give back and showcase the efforts of students,
families, alumni, and communities as well.”

28. 976

35. How do they convert?

36. Landing Page

39. Analytics (8/1/13-9/9/13):
309 page views / 256 visitors
50% bounce rate (site wide, it’s 38.8%)

40. 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%

41. 6%
9%
14%
28%
21% 22%
< 15 seconds 1-3 minutes 15-30 seconds 30-60 seconds 3-5 minutes 5-10 minutes

42. Landing pages
Landing pages are often linked to/from social media,
email campaigns or search engine marketing
campaigns in order to enhance the effectiveness of
the advertisements. The general goal of a landing
page is to convert site visitors into sales or leads.
Source: http://en.wikipedia.org/wiki/Landing_page

43. Website Landing Page

44. Goal = Explore, Learn

45. 1:1
Slide Inspiration: Oli Gardner, Unbounce
http://bit.ly/unbounce-lp-design

46. Goal = Conversion

50. 51%
Attendee to Applicant
74%
Accepted
Compared to average
acceptance rate of 46%
73%
Yield
Compared to average
yield rate of 50%
28%
Entering Class

51. Accepted Students!

53. Inbound Marketing
Blueprint

54. 5 Steps to an
Inbound Marketing Plan
Keywords
SEO
Content
Social
Personas
http://www.schneiderb.com/

55. Personas

56. 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)

57. Build out personas Build out personas Build out personas

58. Keywords

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

61. SEO

62. url keywords <title> tag
<H1> tag
Page Structure

63. Inbound Links

64. Content +

65. ? ? ?

66. Social Media

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

68. </end presentation>