Inbound School Marketing
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It Doesn't Matter What You Call It, An Inquiry Is A Lead
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Inbound School Marketing
- 1. Inbound School MarketingIt Doesn’t Matter What You Call It,An Inquiry Is a Lead Kyle James jameskm03@gmail.com twitter.com/kylejames linkedin.com/in/jameskm03 kyle-james.com doteduguru.com hubspot.com nuCloud.com
- 2. Why Am I Talking to You? ?
- 3. What I Do?
- 4. Marketing Has Changed 1950 - 2000 2000 - 2050
- 6. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
- 9. Blogging
- 10. Social Media
- 11. SEO
- 12. Offers / CTAs
- 13. Landing Pages
- 14. Emails
- 15. Lead Intel
- 17. Optimize
- 18. Promote
- 19. Target
- 20. Capture
- 21. Nurture
- 22. Test
- 23. Analyze
- 25. If a tree falls in a forest and noone is around to hear it, does it make a sound?
- 27. IMPORTANT Give Us Money! But How? Applicants Schedule a Visit Download Catalog Get on Mailing List Alumni Donations
- 28. More Inquiries! Need to increase Inquiries! But How? What is that going to cost?
- 29. An Inquiry is a Lead!
- 30. Closed Loop Marketing FinancialAid Are you doing this? BusinessOffice Web Team Yes, same forDevelopment Admission
- 31. What is a Lead? A lead, in a marketing context, is a potential sales contact: an individual or organization that expresses an interest in your goods or services.
- 32. What is a Lead? A company's lead generation efforts and its approach to dealing with leads can significantly impact its success in the marketplace.
- 36. How Much Do I Spend On Leads? Without the concept of a Lead you aren’t able to consistently measure ROI
- 37. What Is The Value? What is the value of a student? Value = avg years * (cost – avg discount) So what is an applicant worth? App = Value * Conversion rate from applicant to enroll
- 38. Let’s Do Some Math Average Years = 3 Cost Per Year = $20,000 Average Discount = $10,000 Student Value = 3 * ($20,000 - $10,000) So a Student is worth$30,000!
- 39. Let’s Do Some Math Student Value = $30,000 Conversion Rate in Applicant = 20% App Value = $30,000 * .2 So an Applicant is worth$6,000!
- 40. A Lead Is Worth$6,000!
- 41. Slow Down…
- 42. So Many Directions to Go…
- 43. Inbound Marketing Success Pyramid Be Social Blogging Link Building Content Creation Calls to Action Landing Pages On-Page SEO Keyword Research SubDomain URL Structure Analytics Installed Site Layout Site Architecture Lead Tracking Setup
- 44. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 45. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 46. Defining Goals Business Goals What your site must accomplish? Who is your audience? What makes you special?
- 47. Free Website Grader Report http://website.grader.com/
- 48. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 49. Content Creating the great content that tell the stories If you don’t have this the rest simply doesn’t matter
- 50. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 51. Site Architecture Initial Layout www.edustyle.net Look and Feel
- 52. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 53. Navigation Usability Cross Linking Content Sitemap Footer
- 54. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 55. Search Engine CrawlersAre Your Blindest Users Yahoo Microsoft Google
- 56. The Lynx Browser http://bit.ly/lynx
- 57. Accessibility 508 Compliance Search Engine Optimization CSS friendly educheckup.com
- 58. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 59. Site Intelligence Site Search Analytical Tracking Lead Intelligence
- 60. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 61. Videos & Slideshows http://www.wofford.edu/sightsandsounds/
- 65. Interactive Campus Tours http://uscupstate.edu/map/
- 67. RSS & Calendar http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/
- 68. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 69. Link Building Content Creation Strategy “If You Build It, They Will Come”
- 70. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 71. Site Optimization Finely tuning the site that you have created now that you have search ranking intelligence and analytical data. URLs PageTitle MetaKeywords Headers Meta Description
- 72. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 73. Marketing Efforts Landing Pages Email Marketing Advertising Promotional
- 74. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
- 75. Social Media Build Relationships
- 76. Social Media Connections http://wayne.edu/connect/
- 77. Final Thoughts
- 78. Inbound Marketing is NOT a sprint… it’s a Marathon
- 81. Blogging
- 82. Social Media
- 83. SEO
- 84. Offers / CTAs
- 85. Landing Pages
- 86. Emails
- 87. Lead Intel
- 89. Optimize
- 90. Promote
- 91. Target
- 92. Capture
- 93. Nurture
- 94. Test
- 95. Analyze
Notas del editor
- What do we want our website to do? What is it’s major purpose? Most of the time the #1 goal is going to be recruit students and everything else falls a distant second so keep that audience in mind. Build for your main audience, but don’t forget your other audiences. You will find that you can do this while still staying relevant to everyone.
- Same can be said for a website. You can have the greatest website in the world, but if nobody is visiting it is it making a difference? Of course you have to get people to visit, but knowing what they do when they visit is equally important.
- So what is important to me? What should I be tracking?Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the ViewbookTake a Virtual TourGeneral GoalsSign up for eConnect updatesWatch VideosSubscribe to RSSBecome Facebook Fan, Member of a GroupJoin Linked InRead Blogs
- http://www.flickr.com/photos/ppdigital/2329201379/
- http://www.flickr.com/photos/tracy_olson/61056391/
- Besides tracking just your website there is still a whole lot that happens with your school online that isn’t specificially on your website. Now that we have a host of tools and segmented data let’s take a look at some of these other options.
- Three Blind Mice: Photo credithttp://www.flickr.com/photos/12392252@N03/3065029877/
- http://www.flickr.com/photos/kanaka/112972434/
- http://www.flickr.com/photos/36665622@N00/253527065/