Authentic V. Automated: Marketing Automation Strategies
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Marketing automation is a huge buzzword in higher education today. Recruiters are busy. Marketers are busy. The need for some degree of automation in our communication processes is undeniable. But what’s the right balance? Can we make automation feel personalized? How? The answer is yes – automated communications can (and should) feel personal. When it comes to authentic v. automated communication, you don’t have to choose one or the other. In this case, you can have your cake and eat it too! You’re probably wondering how that is possible. Segmented messaging ensures that we create and deliver authentic personalized content, even when our communications are automated. User personas provide the benchmarks for segmentation and content strategy helps us plan, map and workflow our way to communication that is, in fact, both authentic and automated.
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Authentic V. Automated: Marketing Automation Strategies
- 1. PRESENTERS: Megan Cendrowski Leigh Fitzgerald AUTHENTIC V. AUTOMATED COMMUNICATION – YES, YOU CAN DO BOTH WEBINAR | 6.18.15
- 2. About the Presenters 2 Leigh is a principal account executive and inbound marketing specialist. She works with colleges and universities to implement and manage inbound marketing plans using the HubSpot platform. Megan is an inbound strategist and content marketer. She leads content strategy and development to build new websites and innovative marketing campaigns for colleges and universities across the country.
- 3. Introduction 3 Marketing automation is a huge buzzword in higher education today. And for good reason. Recruiters are busy. Marketers are busy. We’re all really busy.
- 4. Introduction What IS Marketing Automation? 4
- 5. What IS a good marketing automation strategy? 5
- 6. Introduction › Generating a steady flow of prospective students/inquires? › Is your admissions team overwhelmed with the number of inquiries you have? › Has admissions and marketing/communications agreed on what conversations should happen with marketing, and which with admissions? › Do you have a content strategy mapped to your “student journey”? › Are you tracking your inquiries digital body language across every touch point and marketing channel (not just email)? › Do you have a proven nurturing strategy you want to scale? 6 How do you know if it’s time to invest in marketing automation?
- 7. Introduction 7 YES – automated communication can (and should) feel personal. When it comes to authentic v. automated content, you can have your cake and eat it too.
- 8. Overview 8 • User personas • Segmented content • Maps & workflows • Case studies • Takeaways
- 9. PERSONAS 9
- 10. What? 10 User personas are critical benchmarks for segmentation. • Provide a deeper understanding of target audiences. • Creative marketing tools to reference when developing content. • Help us deliver the right messages at the right time.
- 11. Why? 11 We have a wide range of target audiences to reach in #highered. • Prospective students • Current students • Alumni / donors • Parents • Community members
- 12. How? 12 Where to start… • Focus groups • Look at historical data • Negative personas • Surveys • Talk to admissions • More the better What to think about… • Gender • Background • Age • Income (if any) • Common concerns/questions • Personal Goals • Real quotes
- 14. What? 14 Marketing automation is more than just emails. • Social media posts • Digital advertising • Content offers • And yes, emails, too Segmented content helps us deliver the right message to the right person at the right time.
- 15. Why? 15 This is how you make automation feel authentic. • Hi. How’s it going? • Hello. How are you today? • Hey. What’s up? If you know your audience, you can speak to them in a genuine way.
- 16. How? 16 High School Henry Transfer Taylor • Do I want to go to college? • Do I want to go to school far away? • Do I need a concentration? • Are there other campuses out there I’d like better? • What schools are closer to home? • What schools are in the city? • What major do I want to focus on? • Where do I want to go to school? • What size campus is right for me? • Are my credits going to transfer? • Is my different major offered? • Am I going to need to do an extra semester? • Are there scholarships available? • Is there early decision available? • Is my sports team good? • What is the difference in cost? • Do I like the professors/deans?
- 17. MAPS & FLOWS 17
- 18. What? 18 Workflows help us strategize communication touch-points. • Do we need more conversion points in our funnel? • Should we focus on building our prospect pool? • Is there a push for applicants? • Where are we focusing our efforts? Answer these questions to allocate time and efforts according to your unique goals.
- 19. Why? 19 We want our users to voluntarily take action. • Request information • Start an application • Download content • Register for an event • Visit campus • Make a donation Maps and workflows help us get get users from point A to point B.
- 20. How? 20 Setting Up Your Workflow/Campaign: 1. Determine where a prospective student is in their journey 2. Identify how someone would be enrolled in a ‘workflow’ 3. What content will we send in that workflow 4. Decide on a goal for that workflow, and how someone will be removed
- 21. CASE STUDIES 21
- 22. Case Study 22
- 23. Case Study 23
- 24. Case Study 24
- 25. Case Study 25
- 26. Case Study 26 Since March 1, 2015… • 400+ Facebook Page ‘Likes’ • 170+ Twitter Followers • 290+ Digital Advertising Leads • 30+ New Applications • 450% increase in website traffic
- 27. TAKEAWAYS 27
- 28. TIP 28 Define your target audiences.
- 32. TOOL 32 Messaging matrix segmented by audience
- 33. TIP 33
- 34. TOOL 34 Make a workflow to map communications. Think of where to focus your efforts.
- 35. TIP 35
- 36. TOOL 36 Database decay calculator: http://www.hubspot.com/database-decay
- 37. Thank You! 37 Megan Cendrowski Inbound Strategist, Converge @megancendrowski megan@convergeconsulting.org Leigh Fitzgerald Inbound Specialist, HubSpot @leighfitz lfitzgerald@hubspot.com
- 38. 38
- 39. 39
Notas del editor
- MEGAN - Thanks everyone for taking time over your lunch to join us for this webinar on Authentic v. Automated Communication! Just want to start with a quick note letting you know that this session will be recorded and we’ll be sending the recording to your inbox within 24 hours. We’re really excited to have everyone here today to talk about marketing automation.
- MEGAN & LEIGH - My name is Megan Cendrowski, I’m an inbound marketing strategist at Converge. There’s a brief bio on what I do here, but essentially I work on inbound marketing campaigns and digital projects. I work really closely with our clients who are using COS and automation software. I’m really excited to have Leigh Fitzgerald of HubSpot on today to share in the conversation. I’ll let Leigh introduce herself.
- MEGAN - Let’s get started by talking about why we’re all here today! The need for some degree of automation in our processes in simply undeniable. I recently stumbled across this great infographic on the right that covers 24 hours on the internet – might be a year or two old so these numbers might even be bigger if you can image. 294 Billion emails are sent, 2 million blog posts are written, 4.7 billion minutes are spent on facebook. As digital marketers, we’re tasked with the responsibility to keep up with it all. We have to create, manage and measure and we work at really fast pace. Ergo the conversation around marketing automation. Sometimes we all need a little help. Before we get too far into the tactics of authentic automation - It’s important to define marketing automation. What it means, what it is, what it’s not. I’ll let Leigh jump in to discuss this a bit further.
- LEIGH - AT ITS BEST – MA is a tactic that allow schools to nurture prospective students with highly personalized, useful content that helps convert inquiries to applications and applications into enrolled students. Think about it like your growing a plant. First you need soil (content), next you need seeds themselves to care for (leads), and last you need water and light for those seeds to grow (automated messages). THE REALITY – MA has become a buzzword – marketers are seeking out software to automate messages to prospective students, and forget about the steps you need to have in place to have an effective strategy. This misconception leaves many marketers with sophisticated tools to automate the middle of their funnel, but no solution to generate new inquiries to nurture in the first place. Consequence – is that marketers begin buying lists of emails to nurture instead of generating their own inbound leads. While it seems like a quick fix, it’s not a long term solution. In the plant analogy, it’s like using artificial chemicals to grow plants and make them grow as fast as possible, but you end up over watering and killing those plants.
- LEIGH - A good Marketing Automation strategy takes into account the evolving needs of your prospective students, and the behaviors and interactions they have with you across all of your marketing channels. Not just email. Using behavior inputs from multiple channels such as social clicks, viewing website pages, or consuming a particular piece of content gives marketers the context they need to fully understand a prospective student’s challenges and how to guide them down your funnel.
- Leigh – WILL CUE MEGAN’S NEXT SLIDE ON AUTHENTIC AUTOMATION AND HOW IT CAN BE DONE
- MEGAN - Now that we’ve established what marketing automation is – we can dive into the conversation of authentic automation. Content is everywhere and try as hard as we may to keep up, we all need a little help sometimes. Marketing automation is a tool to help us communicate authentically with the broad range of user audiences that access our content. Today we’re going to walk through ways to make automation feel personal. We do so by knowing our target audiences and addressing their specific needs. When we know our audiences and their motivations, we’re able to deliver the right message to the right person at the right time. Which is essentially what marketing automation is designed to help us do.
- MEGAN - Today’s presentation will cover ways to make automation feel more authentic through user personas, segmented content on social media and in emails, communication maps & workflows (the strategic side of automation). We’ll also share a couple case studies and tools and tips to keep in mind as you’re thinking of ways to make marketing automation work for you.
- MEGAN - So what is a user persona? You’ll see sample personas here to the left. They’re one of my favorite tools to use when planning mktg communications and content development across various mediums. Basically we use these marketing tools to strategically segment and deliver the right message to the right audience at the right time.
- MEGAN - Why are user personas important tools for marketing automation? In higher education, we have a wide range of target audiences to reach – prospects, current students, faculty, alumni, parents. The list goes on for… well, ever. Personas help us think more clearly about these audiences and their unique goals, habits, challenges, interests and motivations. This tool is hugely important in all marketing efforts, but especially when planning marketing automation.
- LEIGH
- MEGAN – NEXT WE’RE GOING TO TALK THROUGH SEGMENTED CONTENT AND THE BENEFITS OF PERSONALIZED MESSAGING IN MARKETING AUTOMATION
- MEGAN - Marketing automation is more than just emails these days. There’s software and tools to help us automate social media posting, digital advertisements, content offers and, of course emails too. In theory, we could automate a good majority of our mktg efforts if we really wanted to… but just because we could doesn’t mean we should. Segmented content allows to communicate our automated messages strategically – on the right channels for our previously defined target audiences.
- MEGAN - Because this is how you make automation feel authentic. When we know our audiences and their interests, we’re able to create personalized messaging and content offers that address them accordingly. Segmentation is the backbone of authenticity in automation.
- LEIGH - Once we create our personas, we need to map those personas to where someone is in their lifecycle journey
- MEGAN – NOW THAT WE’VE COVERED PERSONAS AND PERSONALIZED MESSAGING, WE NEED TO PUT SOME STRATEGY BEHIND OUR MARKETING AUTOMATION TACTICS. THAT’S WHERE COMMUNICATION MAPS & WORKFLOWS COME IN.
- MEGAN – WHAT IS A WORKFLOW? IT’S THE STRATEGIC PLAN FOR HOW WE EXECUTE OUR MARKETING AUTOMATION. THEY HELP US CREATE CONSISTENT TOUCH-POINTS AND PLACE STRATEGIC CONVERSION POINTS FOR OUR USERS. AS WE MAP OUT A COMM FLOW / MAP WE NEED TO DEFINE OUR GOALS – ARE WE BUILDING OUR PROSPECT POOL? DO WE NEED MORE APPLICANTS? IF WE ANSWER THESE QUESTIONS WE’LL BE ABLE TO SPEND OUR TIME WISELY AND SHOW ROI FOR THE GOALS WE SET.
- MEGAN - Depending on what your school is seeing challenges with – if you aren’t generating enough inquiries, maybe you need a different conversion point on your website. Figure out how someone is going to get put into the workflow, where it starts in the map that you want to create. We get so focused on CRM, sales funnel – are there additional conversion points where we could be focusing our efforts? If there aren’t enough inquiries we need to figure out ways to convert website traffic into prospective students. Develop a workflow to nurture qualified applicants. Depends on what your problem is and strategize how to address it.
- LEIGH – WILL INTRO CASE STUDIES – EXPLAINING WHY THEY’RE IMPORTANT AND GIVING EXAMPLES OF HOW OTHER INSTITUTIONS HAVE MADE AUTOMATION WORK FOR THEM
- LEIGH WILL INTRO MEGAN TALKING ABOUT CASE STUDIES
- MEGAN - Our friends at American University have also used personas to strategically plan and segment content on their program pages, in landing pages and in email communication flows for post-inquiry, post-application and post-deposit follow up through Ellucian Recruiter that feels organic. This automation has been interwoven with phone calls and human-to-human touch points for authenticity.
- MEGAN - Our friends at American University have also used personas to strategically plan and segment content on their program pages, in landing pages and in email communication flows for post-inquiry, post-application and post-deposit follow up through Ellucian Recruiter that feels organic. This automation has been interwoven with phone calls and human-to-human touch points for authenticity.
- MEGAN - Winterline has done a phenomenal job of leveraging personas and building a marketing automation plan in HubSpot that truly complements their recruitment efforts. They’re a relatively new gap year program and are leveraging the COS to manage post-inquiry follow up and other automated communications. They’ve segmented by parent, high school senior, international students, and college students to help their marketing and recruitment teams work with the most qualified leads.
- MEGAN - Winterline has done a phenomenal job of leveraging personas and building a marketing automation plan in HubSpot that truly complements their recruitment efforts. They’re a relatively new gap year program and are leveraging the COS to manage post-inquiry follow up and other automated communications. They’ve segmented by parent, high school senior, international students, and college students to help their marketing and recruitment teams work with the most qualified leads.
- MEGAN – And they’ve seen some truly amazing results from their inbound marketing and automated efforts. Since March 1, 2015, they’ve gained a great social media following, generated several leads and used automated inquiry follow up to move them through the funnel to qualified lead. Their recruiters took it from there to generate over 30 new applicants and an overall 450% increase in website traffic. You’ll see some of the engagement metrics from their College Student email Workflow – one of the automated emails has a 15.9% click rate which is pretty phenomenal. Now that they’ve been measuring their automation efforts, they’re able to strategize ways to improve upon efforts and A/B subject lines, content and lengths of workflow for continuous improvement.
- LEIGH – NOW WE’VE SHOWN YOU WAYS HOW OTHERS ARE MAKING MARKETING AUTOMATION WORK FOR THEM, HERE ARE TIPS AND TOOLS TO GET STARTED AND MAKE IT WORK FOR YOU
- MEGAN WILL TALK ABOUT THIS
- LEIGH
- LEIGH WILL TALK ABOUT THIS
- MEGAN WILL TALK ABOUT SEGMENTED MESSAGES AND WHY THEY’RE IMPORTANT
- MEGAN WILL TALK ABOUT MESSAGING MATRICES AND HOW THESE TOOLS ARE GREAT FOR DEVELOPING STRATEGICALLY SEGMENTED COMMUNICATIONS
- LIEGH – How to setup goals for what automation should look like. Every school is going be different.
- MEGAN –Build strategic touch-points into your automation. Face-to-face interactions and phone calls are still important – use your time strategically to get students through the funnel. If your audience trusts that you’re being open and honest, they’re more likely to take action (you can use CTAs to support the student journey as they get to know your brand and decide if your institution is the right fit for them).
- LEIGH – IT’S NOT A ONE SIZE FITS ALL – CUSTOMIZE YOUR OWN STRATEGY
- LEIGH WILL TALK ABOUT THE CALCULATOR AND WHY IT’S IMPORTANT
- We have a few closing house-keeping reminders – if you enjoyed this session, you’ll want to mark your calendars to join our VP of Strategy Becky Vardaman and Shelby Thayer of Penn State University on July 16 for our next webinar Beyond Google Analytics. They’ll cover metrics for a variety of projects. Head to our site to register!
- Just wanted to invite everyone to our conference in New Orleans this October – Converge 2015 has a great lineup of speakers from companies like Moz, Google, Distilled and HubSpot as well as higher education experts from universities and colleges across the country. We’re so excited to be talking about all things inbound marketing and hope to see you there!