How Your Data Can Drive Your Inbound Marketing Campaign


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This presentation given by Peter Baron, WhippleHill, and Brendan Schneider, Sewickley Academy, provides an overview of inbound marketing and analytics best practices that answers three key questions:

·How does inbound marketing fit within private schools?

·How can schools build an empathetic understanding of their constituents and their needs in order to create content that resonates?

·How do you connect your efforts to conversions in order to determine their effectiveness?

Published in: Education, Business, Technology
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 How Your Data Can Drive Your Inbound Marketing Campaign

  1. 1. @schneiderb @peterdbaron How Your Data Can Drive Your Inbound Marketing Campaign
  2. 2. Agenda: 1. Introduction 2. Inbound Marketing Blueprint: Learn from Brendan’s mistakes. 3. Hands on work with Google Analytics 4. Creating an Inbound Strategy: Porter’s Leads
  3. 3. Learn From My 6 Inbound Marketing Mistakes SSATB Annual Meeting September 18, 2013 Brendan Schneider email: twitter: @schneiderb blog:
  4. 4. Our Story Sewickley Academy
  5. 5. What I Came Up With
  6. 6. Tradtional Outbound Marketing
  7. 7. Results
  8. 8. If you can’t measure it you need to seriously consider why you do it.
  9. 9. Social Media By Itself
  10. 10. Results
  11. 11. Social media by itself will not solve enrollment issues.
  12. 12. Inbound Marketing
  13. 13. • Personas • Keywords • Search Engine Optimization (SEO) • Content • Social Media Inbound Marketing
  14. 14. Unfocused Content
  15. 15. You need a content creation plan to keep your inbound marketing strategy focused.
  16. 16. It’s All About You
  17. 17. Results
  18. 18. Get Traffic 75/25/1 Rule Educate/Entertain
  19. 19. Your content efforts should be about your audience. It’s really not about YOU!
  20. 20. Personas without Internet Data
  21. 21. 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.
  22. 22. Personas - Version 1.0
  23. 23. Personas - Version 2.0
  24. 24. Creating personas is an art as well as a science - focus on solving people’s problems.
  25. 25. Not Spending Time with Your Data
  26. 26. Information In Your Data
  27. 27. Time spent with your data will allow you to work smarter - not harder.
  28. 28. How to Best Use Google Analytics to Maximize Your Marketing Efforts
  29. 29. Audience Overview Site Content Site Speed Mobile Overview Organic Search Traffic
  30. 30. Are you using Google Analytics?
  31. 31. Are you using Google Analytics? Admin > Account Administration > Properties > Tracking Info
  32. 32. <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-6623692-1']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http:// www') + ''; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
  33. 33. Do you understand what your site visitors need?
  34. 34. Janet Whistler Frank Jacoby • 38 years old • 10 years in school communications • Worked in advertising prior to schools on the creative side • Excited about social media, but has limited time & resources to “learn it all” • She’s active on Twitter both personally and professionally • Looking to build a professional network • Interested in feedback 43 years old • 17 years teaching • Switched over to administration 4 years when a new position was created for an Academic Integration Director • Very active on Twitter •Likes to share new ideas and bring new opportunities to his faculty • Active in the edTech community at the regional level
  35. 35.
  36. 36. Navigate to Audience > Overview. Select the following date rage: 9/1/12-8/31/13. How has ESM's traffic sources fared from 9/1/12-8/31/13? Compare it to the same time period from the previous year.  Look at key performance indicators on the dashboard — new vs returning, page visits, visit duration, bounce rate, etc. Questions: Is traffic up? How is traffic distributed by country? Where are our biggest audiences? What initial assumptions can you make about our traffic? Path: Audience > Overview > Select Date Range 1) Task:
  37. 37. Navigate Site Content > All Pages. Select the following date rage: 9/1/12-8/31/13. From 9/1/12-8/31/13, what are the five most popular pieces of content? What are the five least popular content items? Hint: there are 453 pages and posts (as of 9/16/13) on ESM to weed through. Use the “Show Rows” tool at the bottom of the page to jump to the last five posts. Questions: Is there a common theme or ingredient shared across all five of the most popular posts? Good writing, videos, engaging graphics? Compare & contrast it to ESM's five blog posts (you can weed out event pages) with the fewest visitors. What stands out? How could the existing content be improved to make them more relevant & engaging? Path: Site Content > All Pages 2) Task:
  38. 38. Navigate to Content > Site Content > All Pages. Select the following date rage: 9/1/12-8/31/13. Use the “All Pages” option in Site Content to find the second most popular piece: 7 Tips for Citing an App in MLA Format. Click on the link and then use the secondary dimension to determine the sources of traffic for this page. Questions: Why is this is page performing well on google? Approximately how many links are you seeing pointing to the article? What are the organizations who are linking to the post? Could other organizations benefit from linking to this post? Path: Content > Site Content > All Pages 3) Task:
  39. 39. Navigate to Audience > Mobile > Overview. Select the following date rage: 9/1/12-8/31/13. View the report to determine the types of devices people are using to visit the site. Questions: How have people used the site over the past year?  What are the most popular devices? What percentage of people use mobile to access edSocialMedia? Compare it to the year prior, how has mobile grown? What should we keep in mind if we were to redesign ESM? Path: Audience > Mobile > Devices 4) Task:
  40. 40. Navigate to Audience > Demographics > Location. Select the following date rage: 9/1/12-8/31/13. Generate a report that shows the States that refer the most traffic. Click into each state to see the data by city. Questions: As ESM plans the event schedule for the next year, based on location data, what states should be considered? Even more specifically, what cities or general areas make the most sense? Path: Audience > Demographics > Location 5) Task:
  41. 41. Navigate Traffic Sources > Social > Overview. Select the following date rage: 9/1/12-8/31/13. Analyze the referrals and the social platforms. Questions: How many visits came from social? Specifically, which platform are represented? What are the top five social platforms? Compare that to the same time frame from the previous year: have the top social platform changed? Based on Twitter referrals, what thematically ties the successful content together? Path: Traffic Sources > Social > Overview 6) Task:
  42. 42. What trends did you find? Is the data validating assumptions about edSocialMedia personas? If not, what do you change? Do you adjust the personas? Or do you “double down” on the personas that you created, and work harder to reach those groups? How can you see applying these exercises to your school’s analytics and personas? Wrap up questions
  43. 43. 10% increase in Summer Programs enrollment 25% of Summer Programs attendees attended a Porter’s Leads event
  44. 44. 2013-2014?
  45. 45. Analytics (8/1-9/9): 309 page views / 256 visitors 50% bounce rate (site wide, it’s 38.8%)
  46. 46. 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%
  47. 47. 6% 9% 14% 21% 22% 28% < 15 seconds 1-3 minutes 15-30 seconds 30-60 seconds 3-5 minutes 5-10 minutes
  48. 48. Inbound Marketing Blueprint
  49. 49. 1) Personas
  50. 50. Build out personas Build out personas Build out personas
  51. 51. 2) Keywords
  52. 52. 3) SEO
  53. 53. 4) Content +
  54. 54. ? ? ?
  55. 55. 5) Social Media
  56. 56. </end presentation>