webinar slides: the enrollment journey
TRANSCRIPT
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Body Level OneBody Level TwoBody Level ThreeBody Level FourBody Level Five
The Enrollment Journey Inbound Marke5ng for Higher Educa5on Presented By:Robyn Anderson Vice President
CONVERGE
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CONVERGE CONSULTING
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a digital agency for higher education
• Digital Marketing• Inbound Marketing• Website Design & Development• SEO• Google Analytics Consulting• Marketing Consulting• Enrollment & Recruiting Consulting
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Robyn Anderson
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Robyn AndersonVice President
SkillsQuiz Up
Cooking
Web Design & Development
Yoga
70%
80%
55%
30%
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CONVERGE 2015
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OCTOBER 21-22 in New Orleanshttp://convergeconsulting.org/converge2015/
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INBOUND MARKETING
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What is Inbound Marketing?
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Pardot? HubSpot? Marketo?
–Wikipedia
“Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having
to go out to get prospects' attention. Inbound marketing earns the attention of customers,
makes the company easy to be found, and draws customers to the website by producing interesting
content.”
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HUBSPOT
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It’s the Hub for Inbound Marketing
SEO
Inbound Methodology
Inbound Content Tools
CRM
COS
INBOUND METHODOLOGY
• Understand Personas• Messaging Matrix• Content Calendars
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ENROLLMENT JOURNEY
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MOVING THROUGH THE JOURNEY
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White Papers
Ebook
Checklist
How-To-Video
Educational Webinar
Product Webinar
Case Study
FAQ
Alumni Success Stories
Class/enrollment schedule
Campus visit
Admissions call
First Year checklist
Packing list
Awareness Evaluation Application/Engagement
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MEET OUR POTENTIAL STUDENTS
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MarinaSeeking MBA to start a
business
AlexSeeking MBA right after
Undergrad
JeffSeeking EMBA to advance
his career
MelissaSeeking graduate program
for more career options
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HOW DO I KNOW WHAT PEOPLE WANT?
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CONTENT CREATED FOR PERSONA’S
• Blogging• Social Media• Keyword Optimization• Site pages/ Landing Pages
Identify: • Goals• Behavior & Habits• Challenges/Pain Points• Influencers• Key Information• Where they spend their time online
Jeff: Father of three. Looking to move up at his company. They have offered to pay for his MBA but he is worried he wont have time to go to school, work and be a family man. Jeff spends his time online checking work email and reading articles his wife sends him about raising their kids. Oh and lots of time looking at cars and local concerts he’d like to go to.
Melissa: Graduated in 2007 from Metro Denver. With a bachelors in Social Work. Melissa wants to expand her career opportunities with a graduate degree. She has to work full time during school. Melissa spends her time online with social media and researching social work career opportunities.
Blogs: • People who think they are too busy to get an MBA are wrong. Here’s why:• Part time MBA vs. Full Time MBA: 10 Key Differences • Alumni Stories- EMBA Graduates Tell All• EMBA Graduate Spotlight “5 things I wish I knew before applying to..”
Infographic: Whats Keeping you from going back to school?
Blogs: • 5 most Affordable Graduate Programs in Denver• 10 Reasons to keep your job and earn your MBA during weekends• Social Work Alumni Spotlight- Where are they now! • The graduate school checklist for social work programs
Infographic: Earnings within Social Work by Specific Degree
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Content & Smarketing Funnel
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Attract
Consideration
Decision
Apply
Delight
3 months to 1 yr
Next
30 days
3-6 months
Already a student
1-3 months
hey, while we’re at it…how about we automate it!
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Let’s travel with Jeff through the enrollment journey…
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Every Journey Starts with Google…
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Or at Leas most
Google is the #1 most widely used search engine next to Bing.
FINDS BLOG
“Pros & Cons of EMBA The Ultimate List”
AT THE BOTTOM OF THE BLOG IS A CTA
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AUTOMATED EMAILS FOR JEFF
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EMAIL 1EMAIL 2
EMAIL 3
EMAIL 4
4 DAYS AFTER QUIZ SUBMISSION
Infographic of MBA successes at this school in the past 5 years- who graduate and how much they make now and were they work now.
6 DAYS AFTER INFOGRAPHIC
Checklist on how to apply.
10 days AFTER CHECKLIST
Invite for a 1 on 1 Campus tour with Alumni 1 month from today
4 DAYS AFTER CAMPUS TOUR INVITE
Reminder for Camus Tour Invite and information on when classes start.
“Marketing is no longer about the stuff you make but the stories you tell.”
-Seth Godin