This presentation given by Peter Baron, WhippleHill, and Brendan Schneider, Sewickley Academy, provides an overview of inbound marketing and analytics best practices that answers three key questions: ·How does inbound marketing fit within private schools? ·How can schools build an empathetic understanding of their constituents and their needs in order to create content that resonates? ·How do you connect your efforts to conversions in order to determine their effectiveness?

1. @schneiderb @peterdbaron
How Your Data Can Drive Your
Inbound Marketing Campaign

2. Agenda:
1. Introduction
2. Inbound Marketing Blueprint: Learn from Brendan’s mistakes.
3. Hands on work with Google Analytics
4. Creating an Inbound Strategy: Porter’s Leads

3. Learn From My 6 Inbound Marketing Mistakes
SSATB Annual Meeting
September 18, 2013
Brendan Schneider
email: brendan@schneiderb.com
twitter: @schneiderb
blog: www.schneiderb.com

4. Our Story Sewickley Academy

6. What I Came Up With

7. Tradtional Outbound Marketing

8. Results

9. If you can’t measure it you need to seriously consider why you do it.

10. Social Media By Itself

11. Results

12. Social media by itself will not solve enrollment issues.

13. Inbound Marketing

14. • Personas
• Keywords
• Search Engine Optimization (SEO)
• Content
• Social Media
Inbound Marketing

15. Unfocused Content

16. You need a content creation plan to keep your inbound marketing
strategy focused.

17. It’s All About You

18. Results

19. Get Traffic
75/25/1 Rule
Educate/Entertain

20. Your content efforts should be about your audience. It’s really not
about YOU!

21. Personas without Internet Data

22. personas are fictional characters created to represent the different
user types within a targeted demographic, attitude and/or behavior
set that might use a site, brand or product in a similar way.
http://en.wikipedia.org/wiki/Persona_(marketing)

23. Personas - Version 1.0

24. Personas - Version 2.0

25. Creating personas is an art as well as a science - focus on solving
people’s problems.

26. Not Spending Time with Your Data

27. Information In Your Data

28. Time spent with your data will allow you to work smarter - not harder.

30. How to Best Use Google Analytics to
Maximize Your Marketing Efforts

31. Audience Overview
Site Content
Site Speed
Mobile Overview
Organic Search Traffic

36. Are you using Google Analytics?

37. Are you using Google Analytics?
Admin > Account Administration > Properties > Tracking Info

38. <script type="text/javascript">
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41. Do you understand what your site
visitors need?

43. Janet Whistler Frank Jacoby
• 38 years old
• 10 years in school communications
• Worked in advertising prior to schools on
the creative side
• Excited about social media, but has limited
time & resources to “learn it all”
• She’s active on Twitter both personally and
professionally
• Looking to build a professional network
• Interested in feedback
43 years old
• 17 years teaching
• Switched over to administration 4 years
when a new position was created for an
Academic Integration Director
• Very active on Twitter
•Likes to share new ideas and bring new
opportunities to his faculty
• Active in the edTech community at the
regional level

44. http://bit.ly/ssatbprecon

45. Navigate to Audience > Overview. Select the following date rage: 9/1/12-8/31/13.
How has ESM's traffic sources fared from 9/1/12-8/31/13? Compare it to the same time
period from the previous year. Look at key performance indicators on the dashboard —
new vs returning, page visits, visit duration, bounce rate, etc.
Questions:
Is traffic up? How is traffic distributed by country? Where are our biggest audiences? What
initial assumptions can you make about our traffic?
Path: Audience > Overview > Select Date Range
1) Task:

46. Navigate Site Content > All Pages. Select the following date rage: 9/1/12-8/31/13.
From 9/1/12-8/31/13, what are the five most popular pieces of content? What are the five
least popular content items?
Hint: there are 453 pages and posts (as of 9/16/13) on ESM to weed through. Use the
“Show Rows” tool at the bottom of the page to jump to the last five posts.
Questions:
Is there a common theme or ingredient shared across all five of the most popular posts?
Good writing, videos, engaging graphics?
Compare & contrast it to ESM's five blog posts (you can weed out event pages) with the
fewest visitors. What stands out? How could the existing content be improved to make
them more relevant & engaging?
Path: Site Content > All Pages
2) Task:

47. Navigate to Content > Site Content > All Pages. Select the following date rage:
9/1/12-8/31/13.
Use the “All Pages” option in Site Content to find the second most popular piece: 7 Tips
for Citing an App in MLA Format. Click on the link and then use the secondary dimension
to determine the sources of traffic for this page.
Questions:
Why is this is page performing well on google? Approximately how many links are you
seeing pointing to the article? What are the organizations who are linking to the post?
Could other organizations benefit from linking to this post?
Path: Content > Site Content > All Pages
3) Task:

48. Navigate to Audience > Mobile > Overview. Select the following date rage: 9/1/12-8/31/13.
View the report to determine the types of devices people are using to visit the site.
Questions:
How have people used the site over the past year? What are the most popular devices?
What percentage of people use mobile to access edSocialMedia? Compare it to the year
prior, how has mobile grown? What should we keep in mind if we were to redesign ESM?
Path: Audience > Mobile > Devices
4) Task:

49. Navigate to Audience > Demographics > Location. Select the following date rage:
9/1/12-8/31/13.
Generate a report that shows the States that refer the most traffic. Click into each state to
see the data by city.
Questions:
As ESM plans the event schedule for the next year, based on location data, what states
should be considered? Even more specifically, what cities or general areas make the most
sense?
Path: Audience > Demographics > Location
5) Task:

50. Navigate Traffic Sources > Social > Overview. Select the following date rage:
9/1/12-8/31/13.
Analyze the referrals and the social platforms.
Questions:
How many visits came from social? Specifically, which platform are represented? What are
the top five social platforms? Compare that to the same time frame from the previous year:
have the top social platform changed? Based on Twitter referrals, what thematically ties
the successful content together?
Path: Traffic Sources > Social > Overview
6) Task:

51. What trends did you find?
Is the data validating assumptions about edSocialMedia personas?
If not, what do you change? Do you adjust the personas? Or do you “double down” on the
personas that you created, and work harder to reach those groups?
How can you see applying these exercises to your school’s analytics and personas?
Wrap up questions

54. 10% increase in Summer
Programs enrollment
25% of Summer Programs
attendees attended a Porter’s
Leads event

55. 2013-2014?

56. Analytics (8/1-9/9):
309 page views / 256 visitors
50% bounce rate (site wide, it’s 38.8%)

57. Where people went after visiting the page:
Register for event 10.0%
Portrait of a Porter's Graduate 6.6%
Porter's Summer Programs 5.9%
Welcome to Porter's 4.8%

58. 6%
9%
14%
21% 22%
28%
< 15 seconds 1-3 minutes 15-30 seconds 30-60 seconds 3-5 minutes 5-10 minutes

59. Inbound Marketing
Blueprint

60. 1) Personas

61. Build out personas Build out personas Build out personas

62. 2) Keywords

63. 3) SEO

65. 4) Content +

66. ? ? ?

67. 5) Social Media

68. </end presentation>