Transcript
Page 1: Inbound School Marketing

Inbound School MarketingIt Doesn’t Matter What You Call It,

An Inquiry Is a Lead

Kyle [email protected]/kylejames

linkedin.com/in/jameskm03

kyle-james.com

doteduguru.comhubspot.comnuCloud.com

Page 2: Inbound School Marketing

Why Am I Talking to You?

?

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What I Do?

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Marketing Has Changed

1950 - 2000 2000 - 2050

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Outbound Marketing

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Inbound Marketing ProcessTools• Content Mgmt• Blogging• Social Media• SEO

• Offers / CTAs• Landing Pages• Emails• Lead Intel

• Analytics

Process• Publish• Optimize• Promote

• Target• Capture• Nurture

• Test• Analyze• Repeat

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What is the purpose of our

website?

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If a tree falls in a forest and noone is around to hear it, does it

make a sound?

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What is Important?

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IMPORTANT• Give Us Money!• But How?

• Applicants• Schedule a Visit• Download

Catalog

• Get on Mailing List

• Alumni Donations

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More Inquiries!

• Need to increase Inquiries!

• But How? What is that going to cost?

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An Inquiry is a Lead!

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Are you doing this?

Admission

FinancialAid

BusinessOffice

Closed Loop Marketing

Yes, same forDevelopment

Web Team

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What is a Lead?

• A lead, in a marketing context, is a potential sales contact: an individual or organization that expresses an interest in your goods or services.

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What is a Lead?

• A company's lead generation efforts and its approach to dealing with leads can significantly impact its success in the marketplace.

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Lead Practices

• Lead Generators: any marketing-related activity intended to publicize the availability of a vendor's product or service.

1.Complete an Application

2.Schedule a Visit

3.Download a Catalog4.Sign up for a

Monthly Newsletter

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Lead Practices

• Lead Nurturing: the practices that a company establishes for dealing with potential leads.

1.Blogging2.Newsletters

3.Phone Calls4.Open Houses

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Lead Practices

• Lead Scoring: processes or software designed to rank the importance of leads to the company.

CRM

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How Much Do I Spend On Leads?

• Without the concept of a Lead you aren’t able to consistently measure ROI

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What Is The Value?

• What is the value of a student?

Value = avg years * (cost – avg discount)

• So what is an applicant worth?

App = Value * Conversion rate from applicant to enroll

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Let’s Do Some Math

• Average Years = 3• Cost Per Year = $20,000• Average Discount = $10,000

• Student Value = 3 * ($20,000 - $10,000)• So a Student is worth

$30,000!

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Let’s Do Some Math

• Student Value = $30,000• Conversion Rate in Applicant = 20%

• App Value = $30,000 * .2• So an Applicant is worth

$6,000!

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A Lead Is Worth$6,000!

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Slow Down…

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So Many Directions

to Go…

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SubDomainURL Structure

Analytics InstalledSite Layout

Site ArchitectureLead Tracking Setup

Calls to Action Landing Pages

On-Page SEO

Keyword Research

BloggingLink Building

Content Creation

Be Social

Inbound Marketing

Success Pyramid

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Defining Goals

• Business Goals• What your site must accomplish?• Who is your audience?• What makes you special?

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Free Website Grader Report

http://website.grader.com/

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Content

• Creating the great content that tell the stories• If you don’t have this the rest simply doesn’t

matter

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Site Architecture

• Initial Layout www.edustyle.net• Look and Feel

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Navigation

• Usability• Cross Linking Content• Sitemap• Footer

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Search Engine CrawlersAre Your Blindest Users

GoogleYahoo Microsoft

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The Lynx Browser

http://bit.ly/lynx

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Accessibility

• 508 Compliance• Search Engine Optimization• CSS friendly

• educheckup.com

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Site Intelligence

• Site Search• Analytical Tracking• Lead Intelligence

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Videos & Slideshows

http://www.wofford.edu/sightsandsounds/

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YouTube Isn’t Alone

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Audio

http://itunes.stanford.edu/

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Student Blogs

http://www3.imperial.ac.uk/campus_life/studentblogs

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Interactive Campus Tours

http://uscupstate.edu/map/

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Social News

http://engineering.tamu.edu/news/

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RSS & Calendar

http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Link Building

• Content Creation Strategy• “If You Build It, They Will Come”

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Site Optimization

• Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.

PageTitle

MetaDescription

MetaKeywords

URLs

Headers

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Marketing Efforts

• Landing Pages• Email Marketing• Advertising• Promotional

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So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

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Social Media

Build Relationships

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Social Media Connections

http://wayne.edu/connect/

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Final Thoughts

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Inbound Marketing is NOT a sprint…

it’s a Marathon

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Consistency is Key!

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Inbound Marketing ProcessTools• Content Mgmt• Blogging• Social Media• SEO

• Offers / CTAs• Landing Pages• Emails• Lead Intel

• Analytics

Process• Publish• Optimize• Promote

• Target• Capture• Nurture

• Test• Analyze• Repeat

Page 66: Inbound School Marketing

Inbound School Marketing: It Doesn’t Matter What You Call It, An Inquiry Is a Lead

Kyle [email protected]/kylejames

linkedin.com/in/jameskm03

kyle-james.comdoteduguru.com

hubspot.comnuCloud.com

Questions?


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