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Stop the Bleeding:  <br />Effective eMarketing Strategies to Save Money<br />Presented by <br />Brad Kleinman <br />WorkSm...
Webinar Agenda<br />Creating Your Marketing System<br />Marketing Trends<br />Market Research<br />eMarketing Strategy<br ...
Creating a Marketing System<br />
Budget Line Increases VS Decreases<br />From Marketing Sherpa<br />
Significant Barriers to Adoption<br />From Marketing Sherpa<br />
Market Research<br />
Your Website<br />Layout and design<br />Capturing their attention<br />Utilizing social media<br />Getting them to come b...
Revamp Your Website<br />
Capture Attention Immediately<br />Engaging content<br />Strong poignant messaging<br />Impactful imagery<br />Educational...
Have a call-to-action<br />Potential calls-to-action<br />Click here to learn more about…<br />Forward and backwards butto...
Google Analytics – Tracking Success<br />
Tracking Goals in Google Analytics<br />
Use Google Website Optimizer<br />
Market Research - User Testing<br />
Email Marketing Best Practices<br />Planning<br />Design, layout, and content<br />Tracking and Follow-up<br />Easing the ...
Your Email Strategy<br />Get to know your customers (market research)<br />Content versus promotion<br />Leverage contribu...
Building Your List<br />Sign up forms throughout your website<br />W I I F M ?<br />Ask for email when students are signin...
Email Design, Content and Layout<br />Focus on content not promotion<br />80%/20%<br />Make sure there is a clear call-to-...
Tracking Results<br />
Use Split Testing<br />
Easing the pain<br />CalendarizeCalendarizeCalendarize<br />Place monthly blast campaigns in group calendar<br />Assign to...
Organic VS Paid Search<br />
SEO VS PPC<br />
Top 3 SEO Best Practices <br />Use title tags<br />Key in to your keywords<br />Inbound links!<br />
Tools for SEO – Website Grader<br />
Joining in the Conversation<br />Brian Solis, co-founder of the Social Media Club<br />
Using Social Media<br />
Facebook Stats<br />General Growth<br />More than 250 million active users<br />More than 120 million users log on once ea...
Facebook Demographic Growth<br />
Facebook Stats<br />User Engagement<br />Average user has 120 friends on the site<br />More than 5billion minutes are spen...
Facebook is “Attention King”<br />From AllFacebook.com<br />
Facebook – THE Social NEtwork<br />
What’s on your mind?<br />
Facebook Events<br />
Facebook Advertisements<br />
Facebook Public Profiles<br />
Facebook Pages Versus Groups<br />Pages have more benefits than groups<br />Facebook Insights<br />More customization flex...
Measure Fan Size AND Interactions<br />Fan Size<br />Interactions<br />
Measure Quantity AND Quality of Posts<br />Quantity of Posts<br />Quality of Posts<br />
Track Website Improvement<br />
Update it regularly!<br />
Community Colleges on Facebook<br />
Using LinkedIn<br />
Using YouTube<br />
For More Examples…<br />
Case Study – Central Piedmont<br />
CPCC on Social Networks<br />
For More Examples…<br />
Creating a Marketing System<br />
Question and Answer<br />
Stop the Bleeding:  <br />Effective eMarketing Strategies to Save Money<br />Presented by <br />Brad Kleinman <br />WorkSm...
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NCCET Webinar - Stop the Bleeding: Effective eMarketing Strategies to Save Money

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Brad Kleinman of WorkSmart eMarketing discusses various eMarketing Techniques Community Colleges are utilizing to grow enrollment.

Published in: Education, Economy & Finance
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NCCET Webinar - Stop the Bleeding: Effective eMarketing Strategies to Save Money

  1. 1. Stop the Bleeding: <br />Effective eMarketing Strategies to Save Money<br />Presented by <br />Brad Kleinman <br />WorkSmart – eMarketing<br />Brad@WorkSmart-eMarketing.com<br />
  2. 2. Webinar Agenda<br />Creating Your Marketing System<br />Marketing Trends<br />Market Research<br />eMarketing Strategy<br />Website<br />Email Marketing<br />Search Marketing<br />Social Media <br />Case Study<br />Question and Answer<br />
  3. 3. Creating a Marketing System<br />
  4. 4. Budget Line Increases VS Decreases<br />From Marketing Sherpa<br />
  5. 5. Significant Barriers to Adoption<br />From Marketing Sherpa<br />
  6. 6. Market Research<br />
  7. 7. Your Website<br />Layout and design<br />Capturing their attention<br />Utilizing social media<br />Getting them to come back <br />Optimizing for conversion and analyzing success<br />Having a call to action<br />Gathering their email address<br />Using Google analytics to monitor success<br />
  8. 8. Revamp Your Website<br />
  9. 9. Capture Attention Immediately<br />Engaging content<br />Strong poignant messaging<br />Impactful imagery<br />Educational slideshow<br />Engaging video<br />
  10. 10. Have a call-to-action<br />Potential calls-to-action<br />Click here to learn more about…<br />Forward and backwards buttons<br />Take a survey<br />Watch a video<br />
  11. 11. Google Analytics – Tracking Success<br />
  12. 12. Tracking Goals in Google Analytics<br />
  13. 13. Use Google Website Optimizer<br />
  14. 14. Market Research - User Testing<br />
  15. 15. Email Marketing Best Practices<br />Planning<br />Design, layout, and content<br />Tracking and Follow-up<br />Easing the pain<br />
  16. 16. Your Email Strategy<br />Get to know your customers (market research)<br />Content versus promotion<br />Leverage contributors<br />How will you connect online and offline?<br />
  17. 17. Building Your List<br />Sign up forms throughout your website<br />W I I F M ?<br />Ask for email when students are signing up<br />Make it a requirement<br />Networking NetworkingNetworking<br />Ask when you receive their business card<br />
  18. 18. Email Design, Content and Layout<br />Focus on content not promotion<br />80%/20%<br />Make sure there is a clear call-to-action<br />Above the fold (above the scroll)<br />Take advantage of the F pattern<br />Use headlines and a columned layout<br />
  19. 19. Tracking Results<br />
  20. 20. Use Split Testing<br />
  21. 21. Easing the pain<br />CalendarizeCalendarizeCalendarize<br />Place monthly blast campaigns in group calendar<br />Assign topics to team members<br />Focus on content not promotion<br />Leverage your community<br />Have them write blog posts, use email for blurbs<br />
  22. 22. Organic VS Paid Search<br />
  23. 23. SEO VS PPC<br />
  24. 24. Top 3 SEO Best Practices <br />Use title tags<br />Key in to your keywords<br />Inbound links!<br />
  25. 25. Tools for SEO – Website Grader<br />
  26. 26. Joining in the Conversation<br />Brian Solis, co-founder of the Social Media Club<br />
  27. 27. Using Social Media<br />
  28. 28. Facebook Stats<br />General Growth<br />More than 250 million active users<br />More than 120 million users log on once each day<br />More than 2/3rds of users are outside of college<br />The fastest growing demographic is 35+ years old<br />From Facebook.com<br />
  29. 29. Facebook Demographic Growth<br />
  30. 30. Facebook Stats<br />User Engagement<br />Average user has 120 friends on the site<br />More than 5billion minutes are spent on FB each day<br />More than 30 million users update statuses each day<br />More than 8 million users become fans of Pages each day <br />From Facebook.com<br />
  31. 31. Facebook is “Attention King”<br />From AllFacebook.com<br />
  32. 32. Facebook – THE Social NEtwork<br />
  33. 33. What’s on your mind?<br />
  34. 34. Facebook Events<br />
  35. 35. Facebook Advertisements<br />
  36. 36. Facebook Public Profiles<br />
  37. 37. Facebook Pages Versus Groups<br />Pages have more benefits than groups<br />Facebook Insights<br />More customization flexibility<br />Post on friend’s walls as the organization<br />Open to anyone, not just Facebook users<br />Obtain a vanity URL (over 100 fans)<br />
  38. 38. Measure Fan Size AND Interactions<br />Fan Size<br />Interactions<br />
  39. 39. Measure Quantity AND Quality of Posts<br />Quantity of Posts<br />Quality of Posts<br />
  40. 40. Track Website Improvement<br />
  41. 41. Update it regularly!<br />
  42. 42. Community Colleges on Facebook<br />
  43. 43. Using LinkedIn<br />
  44. 44. Using YouTube<br />
  45. 45. For More Examples…<br />
  46. 46. Case Study – Central Piedmont<br />
  47. 47. CPCC on Social Networks<br />
  48. 48. For More Examples…<br />
  49. 49. Creating a Marketing System<br />
  50. 50. Question and Answer<br />
  51. 51. Stop the Bleeding: <br />Effective eMarketing Strategies to Save Money<br />Presented by <br />Brad Kleinman <br />WorkSmart – eMarketing<br />Brad@WorkSmart-eMarketing.com<br />

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