inbound school marketing #stamats09
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Inbound School Marketing: Doesn't Matter What You Call It, an Inquiry is a LeadTRANSCRIPT
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
Why Am I Talking to You?
?
What I Do?
Marketing Has Changed
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social Media
Inbound Marketing Process
Measure
Convert
Get FoundTools• Content Mgmt• Blogging• Social Media• SEO
• Offers / CTAs• Landing Pages• Emails• Lead Intel
• Analytics
Process• Publish• Optimize• Promote
• Target• Capture• Nurture
• Test• Analyze• Repeat
What is the purpose of our
website?
If a tree falls in a forest and noone is around to hear it, does it
make a sound?
What is Important?
IMPORTANT• Give Us Money!• But How?
• Applicants• Schedule a Visit• Download
Catalog
• Get on Mailing List
• Alumni Donations
More Inquiries!
• Need to increase Inquiries!
• But How? What is that going to cost?
An Inquiry is a Lead!
Are you doing this?
Admission
FinancialAid
BusinessOffice
Closed Loop Marketing
Yes, same forDevelopment
Web Team
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.
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.
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
Lead Practices
• Lead Nurturing: the practices that a company establishes for dealing with potential leads.
1.Blogging2.Newsletters
3.Phone Calls4.Open Houses
Lead Practices
• Lead Scoring: processes or software designed to rank the importance of leads to the company.
CRM
How Much Do I Spend On Leads?
• Without the concept of a Lead you aren’t able to consistently measure ROI
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
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!
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!
A Lead Is Worth$6,000!
Converting Traffic Into Leads
Landing Page Best Practices
Three Steps of a Landing Page
1. The Call to Action
2. The Landing Page
3. The Follow-Up
The Call to Action
• Are your offers compelling?
• Call to action best practices– Create urgency– Include an image– Contrasting colors– Be specific/inspirational
The Landing Page
• Keep it simple– Little to no navigation or other links
• People scan, don’t read– Bullet points– Pictures– Bold copy– Five second rule
• Make it instantly obvious what they will get• Shorter the form the higher the conversion rate• Possible alternative call to actions
The Follow-Up
• Thank you page• Auto response email• Additional channels to connect• Opportunities for further engagement– Lead Nurturing– Email Marketing– Phone Calls
Slow Down…
So Many Directions
to Go…
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
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
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
Defining Goals
• Business Goals• What your site must accomplish?• Who is your audience?• What makes you special?
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
Content
• Create great content that tell your stories• If you don’t have this the rest won’t matter
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
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
Navigation
• Usability• Cross Linking Content• Sitemap• Footer
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
Search Engine CrawlersAre Your Blindest Users
GoogleYahoo Microsoft
doteduguru.com/seo
The Lynx Browser
http://bit.ly/lynx
Accessibility
• 508 Compliance• Search Engine Optimization• CSS friendly
• educheckup.com
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
Site Intelligence
• Site Search• Analytical Tracking• Lead Intelligence
http://doteduguru.com/web-analytics
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
YouTube Isn’t Alone
Student Blogs
http://www3.imperial.ac.uk/campus_life/studentblogs
RSS & Calendar
http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/
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
Link Building
• Content Creation Strategy• “If You Build It, They Will Come”
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
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
http://doteduguru.com/seo
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
Marketing Efforts
• Landing Pages• Email Marketing• Advertising• Promotional
Landing Page Best Practices
1. The Call to Actions– Compelling Offers– Best Practices
2. The Conversion Page– Keep it Simple– People Scan, don’t read
3. What Happens Next?– Response Email– Thank You Page
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
Social Media
Build Relationships
http://doteduguru.com/social-media
Final Thoughts
Inbound Marketing is NOT a sprint…
it’s a Marathon
Consistency is Key!
Inbound Marketing Process
Measure
Convert
Get FoundTools• Content Mgmt• Blogging• Social Media• SEO
• Offers / CTAs• Landing Pages• Emails• Lead Intel
• Analytics
Process• Publish• Optimize• Promote
• Target• Capture• Nurture
• Test• Analyze• Repeat
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?