Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
Inbound School Marketing #stamats09
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
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.
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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!
42. Three Steps of a Landing Page The Call to Action The Landing Page The Follow-Up
43. The Call to Action Are your offers compelling? Call to action best practices Create urgency Include an image Contrasting colors Be specific/inspirational
44. The Landing Page Keep it simple Little to no navigation or other links People scan, don’t read Bullet points Pictures Bold copy Five second rule Make it instantly obvious what they will get Shorter the form the higher the conversion rate Possible alternative call to actions
45. The Follow-Up Thank you page Auto response email Additional channels to connect Opportunities for further engagement Lead Nurturing Email Marketing Phone Calls
48. 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
49. 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
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. Defining Goals Business Goals What your site must accomplish? Who is your audience? What makes you special?
53. 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
54. Content Create great content that tell your stories If you don’t have this the rest won’t matter
55. 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
57. 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. 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
63. 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
64. Site Intelligence Site Search Analytical Tracking Lead Intelligence http://doteduguru.com/web-analytics
65. 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. 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. 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
76. Site Optimization Finely tuning the site that you have created now that you have search ranking intelligence and analytical data. URLs MetaKeywords PageTitle Headers Meta Description http://doteduguru.com/seo
77. 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
79. Landing Page Best Practices The Call to Actions Compelling Offers Best Practices The Conversion Page Keep it Simple People Scan, don’t read What Happens Next? Response Email Thank You Page
80. 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
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
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/