inbound school marketing webinar
TRANSCRIPT
Inbound School Marketing
Kyle James - KyleJames
Inbound Marketing Consultant Manager
HubSpot
What I Dohellip
Why I Can Help
Marketing Has Changed
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson
Inbound Marketing
Blog SEO Social Media
All These Channels Matter
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
What is the Purpose of your Website
8
If a tree falls in a forest and no
one is around to hear it does it
make a sound
Can People Search Your Site
9
If people canrsquot find it
does it matter
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
What I Dohellip
Why I Can Help
Marketing Has Changed
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson
Inbound Marketing
Blog SEO Social Media
All These Channels Matter
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
What is the Purpose of your Website
8
If a tree falls in a forest and no
one is around to hear it does it
make a sound
Can People Search Your Site
9
If people canrsquot find it
does it matter
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Marketing Has Changed
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson
Inbound Marketing
Blog SEO Social Media
All These Channels Matter
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
What is the Purpose of your Website
8
If a tree falls in a forest and no
one is around to hear it does it
make a sound
Can People Search Your Site
9
If people canrsquot find it
does it matter
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Outbound Marketing
Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson
Inbound Marketing
Blog SEO Social Media
All These Channels Matter
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
What is the Purpose of your Website
8
If a tree falls in a forest and no
one is around to hear it does it
make a sound
Can People Search Your Site
9
If people canrsquot find it
does it matter
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson
Inbound Marketing
Blog SEO Social Media
All These Channels Matter
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
What is the Purpose of your Website
8
If a tree falls in a forest and no
one is around to hear it does it
make a sound
Can People Search Your Site
9
If people canrsquot find it
does it matter
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Inbound Marketing
Blog SEO Social Media
All These Channels Matter
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
What is the Purpose of your Website
8
If a tree falls in a forest and no
one is around to hear it does it
make a sound
Can People Search Your Site
9
If people canrsquot find it
does it matter
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
What is the Purpose of your Website
8
If a tree falls in a forest and no
one is around to hear it does it
make a sound
Can People Search Your Site
9
If people canrsquot find it
does it matter
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
What is the Purpose of your Website
8
If a tree falls in a forest and no
one is around to hear it does it
make a sound
Can People Search Your Site
9
If people canrsquot find it
does it matter
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Can People Search Your Site
9
If people canrsquot find it
does it matter
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
What is Important
10
What is
Important
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Possible Important Items
Admission Specific
bull Apply to College
bull Schedule a Campus Visit
bull Request Info
bull Download the Viewbook
bull Take a Virtual Tour
General Goals
bull Sign up for eConnect
updates
bull Watch Videos
bull Subscribe to RSS
bull Become Facebook Fan
Member of a Group
bull Join Linked In
bull Read Blogs
11
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Five Areas We Will Focus
Five Areas To Discuss
1 Conversions
2 SEO
3 Blogging
4 Social Media
5 General Analytics
12
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
First Focus
13
The Conversion
Process
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
How Do You Convert
bull Conversions require
Landing Pages
bull A Landing Page is a
Page with a Form on it
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
bull Give Us Money
bull But How
bull Applicants
bull Schedule a Visit
bull Download Catalog
bull Get on Mailing List
bull Alumni Donations
What We Want to Measure
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
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
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Three Steps of a Landing Page
1 The Call to Action
2 The Landing Page
3 The Follow-Up
The Call to Action
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
The Call to Action
bull Are your offers compelling
bull Call to action best practicesbull Create urgency
bull Include an image
bull Contrasting colors
bull Be specificinspirational
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
The Landing Page
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
The Landing Page
bull Keep it simplebull Little to no navigation or other links
bull People scan donrsquot readbull Bullet points
bull Pictures
bull Bold copy
bull Five second rule
bull Make it instantly obvious what they will get
bull Shorter the form the higher the conversion rate
bull Possible alternative call to actions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
The Follow-Up
bull Thank you page
bull Auto response email
bull Additional channels to connect
bull Opportunities for further engagement
bull Lead Nurturing
bull Email Marketing
bull Phone Calls
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Thank You Page Examples
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Second Focus
23
Search Engine
Optimization (SEO)
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Search Engine Crawlers are Blind
Yahoo Microsoft
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
By the Numbers (on one site)
bull 30 of traffic is delivered by Search
Engines
bull 82 of that traffic is delivered by
bull On a large college website w
1000000 visits per month that
is 300000 visitors
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Search Engine Optimization
3000 searches per second
bull Publish more content
bull Optimize your content
bull Promote your content
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Are you optimized
to get that traffic
Optimized
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
It All Starts With Keywords
bull ldquoItrsquos NOT about what you want or
what you call it it is about what
people are actually looking forrdquo
bull ldquoNobody cares about your products
(except you)rdquo ndash David Meerman Scott
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Long Tail Keywords
bull Internet Marketing Software Solution
bull Internet Marketing Software Tools
bull Internet Marketing Software
bull Internet Marketing Tools
bull Internet Marketing
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Two Parts of SEO
On-Page Off-Page
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Page
Title
Meta
Description
Meta
Keywords
URL
Headers
On-Page Optimization
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Page Title
bull Describe The Page
bull Include Keywords
bull 70 Character Limit
Page
Title
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
URL
bull Describe The Page
bull Include Keywords
bull A Dynamic URL is hard to understand
bull What are the following two pages
aboutbull httptomahawktakecom20090411game-no-5-recap-braves-5-
nationals-3
bull httpmlbmlbcomnewsarticlejspymd=20090411ampcontent_id=422
5972ampvkey=recapampfext=jspampc_id=mlb
URL
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Headers
bull Semantic Markup
bull Include Keywords
bull Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Semantic Markup is Like A Word Doc
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Meta Description amp Keywords
bull Unique for Each Page
bull Only Viewable in Source
bull Meta Description limit 150 characters
bull Meta Keyword limit 10 keywords max Meta
Description
Meta
Keywords
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Off-Page Optimization
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Site Authority
Your Site Is Trusted
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Off-Page Optimization
1 Inbound Links
2 Site Authority
3 Anchor Text
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Anchor Text Count
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
What are those
buildings called
Remember itrsquos Not About Us
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
What are people looking for
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Search Call To Actions
Page Title and Meta Description are all you get in
search results Make sure that they count
Page Title
Meta Description
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Inbound Links
bull Content Creation Strategy
bull ldquoIf You Build It They Will Comerdquo
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Third Focus
48
Content Creation
Blogging
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Publish Content Worth Sharing
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Blogging Best Practices
bull Educational and informative not sales
focused
bull Tell your story
bull Personal and stories from people in
the field
bull So much more than just text (videos
pictures etc)
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Student Blogs
httpwww3imperialacukcampus_lifestudentblogs
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Faculty Blogs
httpuchicagolawtypepadcom
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Staff Blogs
httpfuseithacaedustaffblogs
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Alumni Blogs
httpcsaabyuedualumni-blogs
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Presidentrsquos Blogs
httpblogsouthcollegetnedu
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Driving Traffic Back
httpuchicagolawtypepadcom
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Long Tail Ranking
bull The more content the more terms that
you can rank
bull People search for lots of random
things
bull Your Homepage is no longer the only
entrance to your website
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Fourth Focus
58
Social Media
Relationship
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Introduction to Social Media
bull You have to be creating value on your
website before entering social media
bull Once you are blogging the lines
between social media fade away
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Own Your Presence
bull If nothing else own the account for
your school
bull Prevent Squatters and itrsquos a land grab
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Protect Against Squatters
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
httpcheckusernamescom
Check Your Accounts
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
httpcheckusernamescom
Focus On Big Three
bull If nothing else you should have
1 Facebook Fan Page
a) Class Groups
b) Alumni Groups
2 LinkedIn Alumni Network
3 Twitter School Account (News Feed)
a) Admission Account
b) Mascot Account ndash Sports
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
httpwwwfacebookcomGeorgetownCollege
Facebook School Fan Page
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
httpwwwlinkedincomgroupsgid=1156
LinkedIn Alumni Network
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
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HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
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More resources
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education-institutions
httptwittercomwaynestate
Twitter ndash Minimum RSS Syndication
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Visitors Leads Sales
SEO
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Inbound Marketing Book
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HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Fifth Focus
67
General Analytics
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
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HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Avoid Paralysis by Analysis
bull Donrsquot measure everything
bull Simple is better than complicated
bull Focus on 3-5 metrics
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Track Reach
69
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Traffic
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Inquiries
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Students
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
hellipBy Channel or Source
Visitors Leads Sales
SEO
Social
Media
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Inbound Marketing Book
Learn about
Get Found
Convert
Analyze
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
What Inbound Marketing is NOT
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Inbound Marketing Process
Measure
Convert
Get Found
Tools
bull Content Mgmt
bull Blogging
bull Social Media
bull SEO
bull Offers CTAs
bull Landing Pages
bull Emails
bull Lead Intel
bull Analytics
Process
bull Publish
bull Optimize
bull Promote
bull Target
bull Capture
bull Nurture
bull Test
bull Analyze
bull Repeat
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
HubSpot Makes Inbound Marketing Easier
77
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions
Questions
Resources
Blog on Internet Marketing for
Higher Ed
httpdotedugurucom
Live demonstration of HubSpot
httpwwwhubspotcomlive-
hubspot-webinar-and-demo
Try HubSpot for free
httpwwwhubspotcomtrial
More resources
httpwwwhubspotcom
education-institutions