Bring More Organic Traffic to Your School's Website with Inbound Marketing

Higher Education Marketing
Higher Education MarketingHigher Education Marketing
Bring More Organic Traffic
to Your School’s Website
with Inbound Marketing
2
Today’s Presentation
Blanka Kasalo
Director of Content Strategy
Scott Cross
Regional Sales Manager, North America
Today’s Presentation
1. What is Inbound Marketing?
2. Fundamentals
Audience Research & Personas
Key Marketing Messages
Keyword Research
3. Writing Content for your audience
4. Sharing and Promoting Your Content
5. Reporting on your Progress
Inbound Marketing VS SEO
Boosted
Posts
Blogs
Boosted
Posts
Blogs
● Building links to your
website improves SEO
●
● Research keywords that
rank highest in your
category
●
● Place keywords in titles,
tags, metadata of your
website pages
●
● Place keywords in your
blog titles and text
● Create SEO-infused
Content & post it
to drive traffic
INBOUND
to your website
● Get your audience
in your house
●
● Supply content that
is relevant & useful
●
● Develop trust &
loyalty
Inbound Marketing VS SEO
IS
Boosted
Posts
Blogs
Poll #1
How many of you post blogs,
social media, email content
with the focused objective to
drive traffic to your website?
YES
THERE ARE SOME LINKS
IN OUR POSTINGS,
BUT IT’S NOT STRATEGIC
NOT YET
8
The First Steps in
Building an
Inbound Content Marketing Strategy
Research Your Audience to Build Personas
To make your content
relevant, useful, and
shareable for your
audience …
you must research your
audience.
Persona Development: Background
“Anna” the Avid Online Learner
Background
● May be either male or female
● Aged 18-25
● May come from Southeast Asia, China, India, Central America,
or the Middle East
● May have recently moved to North America or Europe
● Will hear about (School Name) through social media or online
research
Persona Development: Motivations
“Anna” the Avid Online Learner
Motivations
● Is looking to improve their English skills to improve job prospects in a time of
economic uncertainty
● Mostly focused on academic outcomes, but welcomes the opportunity to
meet new people and practice English with like-minded individuals remotely
● Wants a school that has robust online learning software and qualified
instructors
● Seeking a school that offers ample online resources to help students excel
remotely
Your prospective
student motivations drive
the messaging of your
digital marketing
content.
Persona Development: Concerns
“Anna” the Avid Online Learner
Concerns
● Nervous about the quality of instruction they’ll receive online, and whether
or not online learning will help them develop the English skills they need
● Worried about having the self-control and dedication required to complete
their course work from home
● Concerned about the ability to practice their English skills with their peers
online
Your messaging can be
focused to overcome key
barriers to booking.
“Anna” the Avid Online Learner
Motivations
• Wants a school that has robust online
learning software and qualified instructors
Concerns
• Concerned about the ability to practice
their English skills with their peers online
All (School Name)’s online courses use a
comprehensive learning platform and are taught
by qualified instructors
(School Name) boasts small online class sizes,
with an average of 6 learners per session. This
allows for ample conversational practice
between students
Key Messages
Key Marketing Messages
Use Google Search
Console to see
which search terms
are drawing the most
organic search traffic
to your website.
Keyword Research
Use Google Search
Console to see
which pages are
attracting the most
clicks via organic
traffic.
Keyword Research
Keyword Research
Use online services to
brainstorm additional
keywords that are
top-performers in your
category.
Branded vs. Non-branded Keywords
BRANDED NON -BRANDED
➛ Undergraduate
➛ Bachelors
➛ Graduate
➛ Masters
➛ Engineering or Nursing or MBA
➛ Professional Development
➛ Continuing Studies
➛ Learn English for Business
➛ School Name
➛ School Name University/
College
➛ School Name City
➛ School Name State/Region
➛ School Name MBA
➛ School Name Degree
➛ School Name English
Poll #2
Are you researching the top-performing
keywords in your school’s category &
speciality?
And, are you implementing them?
Yes, consistently
Um, need to
work on that
Well, periodically
19
Writing Your
Content
with Inbound Marketing in Mind
Creating Keyword-infused Inbound Content
Is our content up to date,
and using relevant keywords
throughout?
Writing Topical Headlines for SEO
➛Use your keywords list at the start to define the
scope of the piece
Writing Content (copy & blogs) for SEO
1) Put your keyword list away for now
2) Write your content
3) Then check if your keywords are visible
4) If not, try to work them in
Creating Keyword-infused Inbound Content
Use Google Search Console to
understand keyword usage
Including FAQ Text in Your Blog Copy
Including FAQ Text in Your Blog Copy
Poll #3
How many of these 3 things does
your Inbound Marketing achieve?
1. Audience Personas
2. Key Marketing Messages
3. Keyword-infused Content
All 3 !!
0 - 1
1 or 2
What Are Content Clusters?
➜ Content clusters are an SEO content
strategy
➜ They are designed to position your
website as an authority for one or many
subjects
➜ Build your content clusters around the
various courses and programs your
organization offers and link with
internal links
Easy ukulele
songs for
beginners
Ukulele
strumming
patterns
Easy ukulele
songs for kids
Easy
ukulele
chords
Topic Clusters: Example
Pillar Page: umbrella term
Subtopics: an aspect of the main
idea
How to
play
ukulele
11k monthly searches
1.5k monthly searches 4k monthly searches
4.3k monthly searches
6.2k monthly searches
1) A Content Calendar assigns topics with seasonal intent & relevance
2) Assign which staff will create & update each week/month
Use a Content Calendar to Track & Assign
1) A Content Calendar assigns topics with seasonal intent & relevance
2) Assign which staff will create & update each week/month
Use a Content Calendar to Track & Assign
Content Creation: Advanced
BASIC
News = noteworthy info about recent or
important events
• School Ranking & Recognition
• Athletics schedules & scores
• Weather-related closures
• Student resources available
Content Creation: Advanced
BASIC
News = noteworthy info about recent or
important events
• School Ranking & Recognition
• Athletics schedules & scores
• Weather-related closures
• Student resources available
ADVANCED
Blog = regularly updated, written in an
informal or conversational style, delivering
information of interest and value to its
audience
• Student success stories
• Next-level instructors
• Showcase your learning experience
• Student life (in & out of the classroom)
• How your program is unique
• Alumni stories
31
Sharing Your
Website Content
using Social Media Posts
Sharing Content via Social Media
Share on Twitter
Publish content
on your website
Share on LinkedIn
Share on Facebook
Answer the Questions Your Audiences Asks
Share on Twitter
Use your keyword list to plan your
social media content calendar.
Create posts, stories, and other
content that revolve around these
keywords. Ensure that your content
provides value and answers
questions related to these keywords.
SEO Optimized Captions
Parents
(Facebook)
Students
(Instagram)
Parents and Students
(YouTube Shorts)
Are you looking for an academic institution that
will propel your student toward future success?
🚀
Then it may be time to consider R-MA, one of the
top-rated private schools 🎓.
On our beautiful 135 acre campus, students can
find a supportive community waiting to help them
achieve their goals.
No matter whether students choose our boarding
or day school option, they’ll learn in an
environment that puts their success first. This
commitment to student success is made apparent
in our 100% college acceptance rating.
Interested in hearing more about our admissions
process? 👉 Click on the link in our bio. 🔗
#RMA #EducationForExcellence
#FindYourPassion #SuccessStory #USA
Do you dream of a bright future, one where
you’ve accomplished all your goals? 💭
Make it a reality at R-MA! 🚀
As one of the top-rated private schools, we can
help you work towards a meaningful future!
Some highlights of our school include… 👇
🎓A 135 acre campus that offers both boarding
and day school options
🎓A supportive community-like environment 🎓A
commitment to helping students reach their full
potential
🎓An average college acceptance rate of 100%
Want to learn more about us? Click on the link in
our bio–we look forward to meeting you. 🔗
#RMA #EducationForExcellence
#FindYourPassion #SuccessStory #USA
Meet R-MA, one of the top-rated private
schools! 👋
Here, our students work towards promising
futures--all while reaching their goals and
discovering their full potential. 🚀
Discover our admissions process today:
#RMA #EducationForExcellence
#FindYourPassion #SuccessStory #USA
SEO Keyword: Top-rated private schools
Boosting Your Blog Post on Social Media
Post to Your Followers
Boost to Look-alike
Audience
Boosting Your Blog Post on Social Media
Boost to Look-alike
Audience
Why Boost?
● Introduce your school to a new, targeted audience
● Showcase your school as a trusted resource
● Begin building a relationship with this new audience
● Drive NEW audiences to your website
○ They are likely to return as organic traffic
37
Measuring Inbound’s Impact
on Organic Traffic
AND Organic Leads
Measurement & Analysis: Channels
Channels will deliver
different conversion
rates & quality:
HIGHEST QUALITY
Organic
Email
Referral
Measurement & Analysis: Channels
Review - Inbound Marketing to Increase
Organic Website Traffic
• Define your school’s Audience: Build Personas and Key Marketing Messages.
• Create Content that speaks to your audiences & showcases your school.
• Infuse your content with top-ranking SEO keywords.
• Add links to your Social Media posts driving traffic to your website.
• Boost social media posts to bring your message to an all-new audience.
• Link blog articles topically with program page to create Content Clusters.
• Measure & Analyze Goals in your Website Analytics
Request a Free Digital Assessment
Start now at www.HEM.agency/assessment
Analyze you online
presence with out
marketing experts.
REQUEST AN
INBOUND MARKETING
ASSESSMENT!
Free Inbound Marketing Consultation
Steve Carter
Sales Representative Europe/UK
+44 7888867469
scarter@higher-education-marketing.com
Free Inbound Marketing Consultation
Scott Cross
North America Regional Manager
514-312-9048
scross@higher-education-marketing.com
Mackenzie Zak
North America Client Representative
614-705-0513
mzak@higher-education-marketing.com
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Bring More Organic Traffic to Your School's Website with Inbound Marketing

  • 1. Bring More Organic Traffic to Your School’s Website with Inbound Marketing
  • 2. 2
  • 3. Today’s Presentation Blanka Kasalo Director of Content Strategy Scott Cross Regional Sales Manager, North America
  • 4. Today’s Presentation 1. What is Inbound Marketing? 2. Fundamentals Audience Research & Personas Key Marketing Messages Keyword Research 3. Writing Content for your audience 4. Sharing and Promoting Your Content 5. Reporting on your Progress
  • 5. Inbound Marketing VS SEO Boosted Posts Blogs
  • 6. Boosted Posts Blogs ● Building links to your website improves SEO ● ● Research keywords that rank highest in your category ● ● Place keywords in titles, tags, metadata of your website pages ● ● Place keywords in your blog titles and text ● Create SEO-infused Content & post it to drive traffic INBOUND to your website ● Get your audience in your house ● ● Supply content that is relevant & useful ● ● Develop trust & loyalty Inbound Marketing VS SEO IS Boosted Posts Blogs
  • 7. Poll #1 How many of you post blogs, social media, email content with the focused objective to drive traffic to your website? YES THERE ARE SOME LINKS IN OUR POSTINGS, BUT IT’S NOT STRATEGIC NOT YET
  • 8. 8 The First Steps in Building an Inbound Content Marketing Strategy
  • 9. Research Your Audience to Build Personas To make your content relevant, useful, and shareable for your audience … you must research your audience.
  • 10. Persona Development: Background “Anna” the Avid Online Learner Background ● May be either male or female ● Aged 18-25 ● May come from Southeast Asia, China, India, Central America, or the Middle East ● May have recently moved to North America or Europe ● Will hear about (School Name) through social media or online research
  • 11. Persona Development: Motivations “Anna” the Avid Online Learner Motivations ● Is looking to improve their English skills to improve job prospects in a time of economic uncertainty ● Mostly focused on academic outcomes, but welcomes the opportunity to meet new people and practice English with like-minded individuals remotely ● Wants a school that has robust online learning software and qualified instructors ● Seeking a school that offers ample online resources to help students excel remotely Your prospective student motivations drive the messaging of your digital marketing content.
  • 12. Persona Development: Concerns “Anna” the Avid Online Learner Concerns ● Nervous about the quality of instruction they’ll receive online, and whether or not online learning will help them develop the English skills they need ● Worried about having the self-control and dedication required to complete their course work from home ● Concerned about the ability to practice their English skills with their peers online Your messaging can be focused to overcome key barriers to booking.
  • 13. “Anna” the Avid Online Learner Motivations • Wants a school that has robust online learning software and qualified instructors Concerns • Concerned about the ability to practice their English skills with their peers online All (School Name)’s online courses use a comprehensive learning platform and are taught by qualified instructors (School Name) boasts small online class sizes, with an average of 6 learners per session. This allows for ample conversational practice between students Key Messages Key Marketing Messages
  • 14. Use Google Search Console to see which search terms are drawing the most organic search traffic to your website. Keyword Research
  • 15. Use Google Search Console to see which pages are attracting the most clicks via organic traffic. Keyword Research
  • 16. Keyword Research Use online services to brainstorm additional keywords that are top-performers in your category.
  • 17. Branded vs. Non-branded Keywords BRANDED NON -BRANDED ➛ Undergraduate ➛ Bachelors ➛ Graduate ➛ Masters ➛ Engineering or Nursing or MBA ➛ Professional Development ➛ Continuing Studies ➛ Learn English for Business ➛ School Name ➛ School Name University/ College ➛ School Name City ➛ School Name State/Region ➛ School Name MBA ➛ School Name Degree ➛ School Name English
  • 18. Poll #2 Are you researching the top-performing keywords in your school’s category & speciality? And, are you implementing them? Yes, consistently Um, need to work on that Well, periodically
  • 20. Creating Keyword-infused Inbound Content Is our content up to date, and using relevant keywords throughout?
  • 21. Writing Topical Headlines for SEO ➛Use your keywords list at the start to define the scope of the piece Writing Content (copy & blogs) for SEO 1) Put your keyword list away for now 2) Write your content 3) Then check if your keywords are visible 4) If not, try to work them in Creating Keyword-infused Inbound Content Use Google Search Console to understand keyword usage
  • 22. Including FAQ Text in Your Blog Copy
  • 23. Including FAQ Text in Your Blog Copy
  • 24. Poll #3 How many of these 3 things does your Inbound Marketing achieve? 1. Audience Personas 2. Key Marketing Messages 3. Keyword-infused Content All 3 !! 0 - 1 1 or 2
  • 25. What Are Content Clusters? ➜ Content clusters are an SEO content strategy ➜ They are designed to position your website as an authority for one or many subjects ➜ Build your content clusters around the various courses and programs your organization offers and link with internal links
  • 26. Easy ukulele songs for beginners Ukulele strumming patterns Easy ukulele songs for kids Easy ukulele chords Topic Clusters: Example Pillar Page: umbrella term Subtopics: an aspect of the main idea How to play ukulele 11k monthly searches 1.5k monthly searches 4k monthly searches 4.3k monthly searches 6.2k monthly searches
  • 27. 1) A Content Calendar assigns topics with seasonal intent & relevance 2) Assign which staff will create & update each week/month Use a Content Calendar to Track & Assign
  • 28. 1) A Content Calendar assigns topics with seasonal intent & relevance 2) Assign which staff will create & update each week/month Use a Content Calendar to Track & Assign
  • 29. Content Creation: Advanced BASIC News = noteworthy info about recent or important events • School Ranking & Recognition • Athletics schedules & scores • Weather-related closures • Student resources available
  • 30. Content Creation: Advanced BASIC News = noteworthy info about recent or important events • School Ranking & Recognition • Athletics schedules & scores • Weather-related closures • Student resources available ADVANCED Blog = regularly updated, written in an informal or conversational style, delivering information of interest and value to its audience • Student success stories • Next-level instructors • Showcase your learning experience • Student life (in & out of the classroom) • How your program is unique • Alumni stories
  • 32. Sharing Content via Social Media Share on Twitter Publish content on your website Share on LinkedIn Share on Facebook
  • 33. Answer the Questions Your Audiences Asks Share on Twitter Use your keyword list to plan your social media content calendar. Create posts, stories, and other content that revolve around these keywords. Ensure that your content provides value and answers questions related to these keywords.
  • 34. SEO Optimized Captions Parents (Facebook) Students (Instagram) Parents and Students (YouTube Shorts) Are you looking for an academic institution that will propel your student toward future success? 🚀 Then it may be time to consider R-MA, one of the top-rated private schools 🎓. On our beautiful 135 acre campus, students can find a supportive community waiting to help them achieve their goals. No matter whether students choose our boarding or day school option, they’ll learn in an environment that puts their success first. This commitment to student success is made apparent in our 100% college acceptance rating. Interested in hearing more about our admissions process? 👉 Click on the link in our bio. 🔗 #RMA #EducationForExcellence #FindYourPassion #SuccessStory #USA Do you dream of a bright future, one where you’ve accomplished all your goals? 💭 Make it a reality at R-MA! 🚀 As one of the top-rated private schools, we can help you work towards a meaningful future! Some highlights of our school include… 👇 🎓A 135 acre campus that offers both boarding and day school options 🎓A supportive community-like environment 🎓A commitment to helping students reach their full potential 🎓An average college acceptance rate of 100% Want to learn more about us? Click on the link in our bio–we look forward to meeting you. 🔗 #RMA #EducationForExcellence #FindYourPassion #SuccessStory #USA Meet R-MA, one of the top-rated private schools! 👋 Here, our students work towards promising futures--all while reaching their goals and discovering their full potential. 🚀 Discover our admissions process today: #RMA #EducationForExcellence #FindYourPassion #SuccessStory #USA SEO Keyword: Top-rated private schools
  • 35. Boosting Your Blog Post on Social Media Post to Your Followers Boost to Look-alike Audience
  • 36. Boosting Your Blog Post on Social Media Boost to Look-alike Audience Why Boost? ● Introduce your school to a new, targeted audience ● Showcase your school as a trusted resource ● Begin building a relationship with this new audience ● Drive NEW audiences to your website ○ They are likely to return as organic traffic
  • 37. 37 Measuring Inbound’s Impact on Organic Traffic AND Organic Leads
  • 39. Channels will deliver different conversion rates & quality: HIGHEST QUALITY Organic Email Referral Measurement & Analysis: Channels
  • 40. Review - Inbound Marketing to Increase Organic Website Traffic • Define your school’s Audience: Build Personas and Key Marketing Messages. • Create Content that speaks to your audiences & showcases your school. • Infuse your content with top-ranking SEO keywords. • Add links to your Social Media posts driving traffic to your website. • Boost social media posts to bring your message to an all-new audience. • Link blog articles topically with program page to create Content Clusters. • Measure & Analyze Goals in your Website Analytics
  • 41. Request a Free Digital Assessment Start now at www.HEM.agency/assessment Analyze you online presence with out marketing experts. REQUEST AN INBOUND MARKETING ASSESSMENT!
  • 42. Free Inbound Marketing Consultation Steve Carter Sales Representative Europe/UK +44 7888867469 scarter@higher-education-marketing.com
  • 43. Free Inbound Marketing Consultation Scott Cross North America Regional Manager 514-312-9048 scross@higher-education-marketing.com Mackenzie Zak North America Client Representative 614-705-0513 mzak@higher-education-marketing.com