November 2014 - 1

Inbound Marketing 2.0 What’s New & Next

November 2014 - 2

The way people research has changed…

44% of direct mail is never opened

86% skip TV commercials

91% unsubscribe from emails

200 Million say “do not call”

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Instead…

prospective students do research online

of prospective students

view college website

via mobile devices

of students find college

websites to be a reliable

sources of information

of students used social

media when deciding

to where to enroll

Inbound Marketing practices produce

more inquires than

traditional outbound

practices

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Inbound Marketing

What is it?

• Inbound marketing focuses on creating quality

content that pulls people toward your school, where

they naturally want to be.

• By aligning the content you publish with your

prospective student’s interests, you naturally attract

inbound traffic that you can then convert, close, and

delight over time.

inbound

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StudentsContacts Alumni

Inbound Marketing Methodology

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1

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Search Habits

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2nd Organic Result:

Reoccurring asset, will

continue to appear

year after year

Paid Results:

“online MBA”

costs $59/click

Step 1: Attact Website Traffic

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2nd Organic Result:

Reoccurring asset, will

continue to appear

year after year

Paid Results:

“online MBA”

costs $59/click

Step 1: Attract Website Traffic

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Search Engine Optimization (SEO)

• What You Need to Know

– Technical assessment (crawl for errors)

– On Page optimization and basic keyword research

– Thematic keyword development

– Off page optimization and link building

– Reporting

TOOL: A great Inbound and SEO tool is Moz. Plus, 30-day free trial!

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KeywordsDiscover which keywords will bring the best organic traffic to your site and analyze your

paid search campaigns.

• Track which keywords

drive the best visitors

& leads

• View difficulty, current

rank and search volume

• Get recommendations

for low-hanging fruit

• Compare your rankings

to competitors

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Search Engine Optimization (SEO)Example: Thematic Keyword Development

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Link Building

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Link Building

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Strategic Content Creation

• Share, educate, delight... don’t sell

• Build your content based on thematic research

• Aim for 15 posts per month

• Develop an analytics dashboard to see what works

best for YOUR audience

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Targeted Content

• Prospective students are asking

“what’s in it for me?”

• Answer specific questions to

engage in a meaningful way

• Right message, right audience,

right time

FACT: 61% of consumer say they feel better about and are more

likely to buy from a company the delivers custom content.

(Custom Content Council)

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Targeted Content

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Targeted Content

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BloggingCreate long-lasting marketing assets by publishing blog articles optimized to get found

and generate leads.

• Create content to

develop your thought

leadership and get

found online

• View detailed SEO

recommendations for

improving your

content as you type

• Automatically publish

to your social media

accounts

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Optimized

blog posts

for target

keywords

Social Media

sharing

buttons for

content to be

shared to new

audiences

• Websites that

blog have 55%

more traffic than

websites that

do not

• 75% of all clicks

go to Organic

Search results

• Companies that

blog have 97%

more inbound

links than

companies that

don’t

Step 1: Attract Website Traffic

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Strategic Content Creation

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Strategic Content Creation

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Show & Tell

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Social Media

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Social Media

• Join into conversations about you or industry topics

• Less formal, more personality, concise, fun!

• Use your content calendar to schedule consistent,

on-point posts

• Develop an analytics dashboard to learn how social

traffic is converting on your goals

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Social Media

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Social Media

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Social Media

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Social Media

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QUIZ – Phase I: Attract

• Search Engine Optimization

– Is your site search engine optimized on page? Technical?

Off page and link building?

– Are you building content based on search trends?

• Strategic Content

– Do you have a blog?

– Are you measuring success?

– Is it strategic?

• Social Media

– Do you have a strategy?

– Are you measuring it?

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2

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Calls-To-Action (CTAs)

• If you don’t ask, they’ll never do it

• Critical for collecting information about prospects,

which fuels inbound marketing

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Calls-To-Action (CTAs)

• Should go hand-in-hand with strategic content

• Enticing and friendly

• Knowing your prospects will help you know what

would be enticing to them

• Visual should stand out and be placed consistently

FACT: Benefit focused terminology is more likely to entice prospects

to click. (From research by The Science of Blogging)

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Step 2: Convert Website Traffic “Apply Now” is not good enough

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Step 2: Convert Website TrafficProvide a conversion point for students while they’re still researching programs.

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Calls-To-Action (CTAs)

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Call to ActionBuild professional CTAs in minutes to convert your visitors into leads, complete with

A/B testing.

• Build CTAs or upload

your own custom

images

• Display CTAs on your

pages, blog posts and

emails

• Display Smart CTAs

based on contact

properties

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Landing Pages

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Landing Pages

• Unique landing page per campaign with

Google Analytics applied

• Clear

• Free of clutter, compelling copy

• Mobile Optimized

• Only capture what you use

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Test, Test, Test

FACT: Testing radically different landing pages against each other

yielded a conversion increase of 264% for Marian University.

(Ion Interactive)

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• Keep them short – only collect

what you use

• Break them up into multiple

pages, but provide a status bar

• Explain what you’ll use the

information for – and mean it

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Landing Page and Form

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Best Practices

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Best Practices

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Best Practices

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Best Practices

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Best Practices

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QUIZ – Phase II: Convert

• Calls to Action

– Do you have calls to action every opportunity?

– Are they directing the user to what’s next?

• Landing Pages

– Do you have landing pages?

– Are they following best practices?

• Forms

– Do you strategically use forms?

– Are they optimized and following

best practices?

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3

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Email MarketingSend personalized, beautiful emails that your prospects will look forward to receiving and

measure which messages are most effective.

• Personalize your

message, sender, and

subject lines

• View detailed

engagement analytics

• Choose from a variety

of pre-tested

templates

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Example

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Step 3: Nurture and Build a RelationshipExample Campaign

Convert Visitor to a Lead

Meet Professors

Student Success Stories

Info on Campus Visit

Info on Financial Aid

Push towards “apply now”

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Workflows Automation AppTrigger email messages and activities within your contact records to automate your email

marketing strategies.

• Trigger emails, actions

in your Contacts

database & webhooks

• Create custom lead

scoring

• Move leads easily to

different workflows

and lists

• View detailed

engagement data

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4

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Ongoing Engagement

• Repeat “customers” are your best advocates

• The trust factor: word of mouth

• Improve retention

FACT: 77% of consumer are more likely to buy a new product when

learning about it from friends or family. (Nielsen)

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Ongoing Engagement

• Social Media

• Events – online and in person

• Segmented email lists

• Measure success, in person or online

FACT: MailChimp found that segmented emails perform about 15%

better than average on opens and clicks than non-segmented lists.

(MailChimp)

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User Experience

• Should be effortless – “it gets out of the way”

• Promotes further engagement

• Mobile is critical

• Improve through user testing and heuristic

evaluations

FACT: 48% of users say that if they arrive on a business site that isn’t

working well on mobile, they take it as an indication of the business

simply not caring (MarginMedia)

FACT: Only 55% of companies are currently conducting any kind of

online user experience testing. (Econsultancy)

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SourcesAnalyze which of your marketing activities are driving the highest ROI in terms

of visits, leads, and students.

• Track how your

marketing is performing

in terms of visitors,

leads & students

• Measure the ROI of your

marketing campaigns

• Drill into detailed

reports on your

performance

• Compare the

effectiveness of your

marketing channels

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Competitors ReportAnalyze how you compare to your competitor’s online presence.

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QUIZ – Phase IV: Delight

• Targeted Content

– Do you know who your audiences are?

– Have you developed targeted messages (email, social, online)

to answer their questions?

• Ongoing Engagement

– Do you provide customized experiences?

– How do you encourage current students

and alumni to share their experiences?

• User Experience

– Have you done user testing?

– Have you optimized for mobile?

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Digital & Inbound MarketingSatish & Yasmin Gupta College of Business

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Digital Marketing

• LinkedIn InMail & Display Ad Digital Campaign

• July 23-September 30

2,700 50% 7 million

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Digital Marketing

• LinkedIn InMail & Display Ad Digital Campaign

• July 23-September 30

MBA

MBA MBA

MBAMBA

MBA

MBA

MBA

MBA

MBAMBAMBA

MBAMBA

MBA MBA

MBA

2,700 50% 7 million

MBA MBA MBAMBA

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Traditional Media Mix

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Inbound Marketing Strategy

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Marketing Automation

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Persona Development

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Targeted Digital Marketing

• LinkedIn InMail & Display Ad Digital Campaign

• 8 Weeks

digital

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Optimized Landing PagesCustomized for each digital campaign

digital

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Campaign AnalyticsUser’s Interactions

digital

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Campaign AnalyticsUser’s Page View Activity

digital

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Campaign Results

• 969,000 impressions

• 520 click-throughs

• 43 prospects

• 2 admitted students

digital

• 628,831 impressions

• 611 click-throughs

• 17 prospects

• 1 admitted student

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What’s next?

• Offer Library

– MBA Buyer’s Guide

– “Are you ready for an MBA?”

– Master’s Career Guide

– Financing Your Education

– Capstone Experience

– Benefits of STEM

inbound

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Inbound Marketing Results

We want to move where the

market is going, not where

it’s been.”

(Marketer Surveyed in Hubspot’s State of Inbound Marketing 2013)

“

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