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.

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

  1. 1. Using Your School’s Data to Drive Communications and Boost Campaign Conversions @LizESchmitt @peterdbaron
  2. 2. Iterating pages Inbound marketing Interpreting data Conversions
  3. 3. inbound marketing
  4. 4. Are you using inbound marketing?
  5. 5. Sixty percent of companies will execute inbound marketing strategies in 2013. — ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW
  6. 6. “Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. ”
  7. 7. 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.
  8. 8. HubSpot: http://bit.ly/GzKfKW
  9. 9. school examples?
  10. 10. 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
  11. 11. 5 Steps to an Inbound Marketing Plan Social Content SEO Keywords Personas
  12. 12. Personas
  13. 13. 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)
  14. 14. 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
  15. 15. Keywords
  16. 16. Keywords https://adwords.google.com http://www.wordtracker.com http://raventools.com/ http://moz.com
  17. 17. SEO
  18. 18. url keywords <H1> tag <title> tag
  19. 19. Content
  20. 20. Social Media
  21. 21. http://www.dreamgrow.com/how-to-build-a-social-media-bomb/
  22. 22. 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
  23. 23. Landing Page
  24. 24. 1. Encapsulation 2. Contrast & Color 3. Directional Cues 4. Whitespace 5. Urgency & Scarcity 6. Multiscreen & RWD Click me!
  25. 25. 10% increase in Summer Programs enrollment 25% of Summer Programs attendees attended a Porter’s Leads event
  26. 26. 2013-2014?
  27. 27. Analytics (8/1-9/9): 309 page views / 256 visitors 50% bounce rate (site wide, it’s 38.8%)
  28. 28. 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%
  29. 29. 6% 9% 28% 14% 21% < 15 seconds 1-3 minutes 15-30 seconds 22% 30-60 seconds 3-5 minutes 5-10 minutes
  30. 30. Inbound Marketing Blueprint
  31. 31. 1) Personas
  32. 32. Build out personas Build out personas Build out personas
  33. 33. 2) Keywords
  34. 34. 3) SEO
  35. 35. 4) Content +
  36. 36. ? ? ?
  37. 37. 5) Social Media
  38. 38. </end presentation>

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