SlideShare une entreprise Scribd logo
1  sur  63
Télécharger pour lire hors ligne
Philippe Taza CEO
Higher Education Marketing
ptaza@higher-education-marketing.com
Essentials of a Successful
Inbound Marketing
Strategy
• What is Inbound Marketing?
• Persona Development
• Content Strategy
• Analytics to Measure and Improve Your Results
• Optimizing your Website for SEO
• Leveraging Social Media to Attract and Engage
• Email Marketing
• Considerations for Mobile
• Available resources
Today’s Presentation
http://www.hubspot.com/inbound-marketing
What is Inbound Marketing?
The Inbound Marketing Process
Why Inbound Marketing for Schools?
• Today’s typical prospective students are digitally literate,
informed and engaged
• They expect consistent messaging & outreach tailored to their
interests, goals, & concerns
• Students want an open window into your school’s mission and
rather than overt self-promotion/selling
• Meaningful dialogue and relationship-building with your
school community, from their first encounter, to enrollment,
and beyond
Persona Development: Identify your Target
Audience(s)
Segment prospects by: program, level, source country, etc. & research
their distinct characteristics:
Persona Development: Research Tools
1. Survey your admissions & recruitment team for their insights
2. Survey/poll your students & alumni directly
3. Use journey-mapping/heat-mapping to track key touchpoints
4. Conduct market research to better understand what is impacting
decision-making
Persona Development: Use Landing pages to
Gather Persona
Persona Development: Consolidate Data into
Profiles
PROSPECTIVE MASTERS STUDENT
Persona Development: Tap Into Common Interests,
Goals, and Desires
Persona Development: Addressing Common Pain
Points
Essentials of inbound marketing for student recruitment 2016
The Channel Report
The Channels report under Acquisition, gives you macro level insights into the various
channels you are using to attract traffic to your website.
• Organic Search: SEO Traffic from search engines
• Email: links in email campaigns
• Direct: users enter the URL directly in the browser
• Referral: traffic from other sites yours is linked on
• Social: Facebook, Twitter, LinkedIn, etc.
• Paid Search: Google AdWords, Bing ads, etc.
The Channel Report is crucial to helping you ascertain
which of your marketing initiatives are having the most
success.
What are the main Channels?
Common website goals for educational
institutions
• Online application form
• Ask a question form
• Contact us form
• PPC inquiry form
• Online payment gateway
• Live chat event
• PDF Brochure download event
Setting up Website Goals
Essentials of inbound marketing for student recruitment 2016
Create targeted posts that appeal directly to
their motivations
Content Example - Blogs
1. Provide career/study tips, industry
news, and other custom content your
personas will love
2. Generate respect, trust and loyalty
with posts that engage & inform, but are
never “salesy”
3. Build your presence on social (as
readers “share” and “like” your posts)
4. Drive traffic to your site when
students find your posts during their
online search process
http://why.ryerson.ca/
Content Strategy: Use Student-Generated Content
• Invite current students to share their
personal experiences: adds
authenticity & sparks interest
• Solicit blog posts, videos & photo-
stories from student “ambassadors”
• Ask students to contribute content in
multiple languages to recruit from
overseas
• Publish on website & share through
social media
http://www.ryerson.ca/artsandcontemporarystudies/
prospective_students/testimonials/
Content Strategy: “Student Experience” Bloggers
• Current students
chronicle their journey
through various training
programs
• Offers inside access to
prospective applicants
• Provides motivation to
prospects who may be
“on the fence”
• Great for sharing across
social media!
http://yublog.students.uit.yorku.ca/
Content Strategy: Always Prioritize Visuals!
• Videos & photographs are more engaging
to students & more “shareable” than text
alone (use them across ALL channels)
• Infographics make complex info digestible
through images, charts, diagrams, quotes,
and stats (interactive is the latest trend)
• Transform blog posts into visual content:
infographics, email newsletters,
Slideshares, etc. to maximize their impact
Use lead capture forms to capitalize on your
website traffic
Essentials of inbound marketing for student recruitment 2016
What is SEO & its connection to inbound?
• The process of optimizing
website content, design, &
performance to generate visitor
traffic from “organic” (versus
paid) search engine results
• SEO is vital for ensuring your
content and website get found
online by prospective students
Look for Keywords Your Primary Personas
Might Search For
Keyword Research
On Page SEO Example
Google Search Engine Result Page - SERP
Measuring your SEO Efforts
Year over year comparison is very useful to measure the health of your
SEO Traffic and conversions from that channel
Measuring your SEO Efforts Year over Year
Evaluate your Organic Search Queries
Essentials of inbound marketing for student recruitment 2016
Use Personas to Focus You Social Initiatives
Social media amplifies your college brand, provides communities for
engaging personas, helps promote your content, & supports SEO
Social Media Strategy & Development
http://edu.chegg.com/mobilizing-admissions-the-
2016-social-admissions-report/
• Brand-building contests could include campus photography/video,
showing off college pride, or what you like most about your college
i.e. “What’s your favourite place on campus?”
Build Your Brand with Simple Social Contests
Re-purpose Content Contributed to Your Contest
Measure the Social Activity Directed to your
Website
Separate your Facebook Initiatives
Social Content Sharing Workflow
Publish content on your website
http://www.concordia.ca/news/stories/cunews/main/sto
ries/2016/11/10/celebrate-diversity-by-becoming-a-
human-book-banq.html/
Share on Facebook
Share on Twitter
Promote your Content
Essentials of inbound marketing for student recruitment 2016
• One off emails to individual leads/students
• E-newsletters sent to your database
• Automated Email Marketing Workflows
• Personalize your automated emails
Email Marketing Options
http://edu.chegg.com/mobilizing-admissions-the-
2016-social-admissions-report/
Focus on Persona Concerns During the Email Lead
Nurturing Process
Curate your Blogs in your Newsletters
Bring your email
users back to
your website by
Linking to your
Blog posts
Measure your e-newsletters
Measure the activity from your email efforts by effectively
tagging your links with the URL Builder:
https://ga-dev-tools.appspot.com/campaign-url-builder/
Email Marketing: Structure Your Email Automation
Automated Email Marketing: How Does it Work?
• Automated drip marketing sends prospects a series of carefully
customized messages over time, sequenced to guide leads
down the enrollment funnel
• Each message is crafted with your personas’ unique needs &
goals in mind, and can help resolve enrollment roadblocks
during each stage of their decision-making process
• Start simple with an auto-response, building a relationship with
timely messaging that provides links to relevant, inspiring
content (and prompts to take next steps - CTAs)
Measure your Automated Email Campaigns
Setup Your Landing Pages for Persona
Segmentation
The user selection should feed your CRM to trigger personalized email content
Slide 51
Robert E. Mathiasen, Ph.D.
Distance Education Recruiter
Office of Online & Distance Education
University of Nebraska–Lincoln
402-472-5515
bobmathiasen@online.unl.edu
Email Marketing: Personalize your Correspondence
Begin with a personalized
greeting
Close with a personalized &
professional sign-off
Is your site mobile friendly?
Find out here:
www.google.com/webmasters/tools/
mobile-friendly
• Remember that a growing number of your target personas are
engaging with your web content on mobile
Include Mobile in your Inbound Marketing Plans
Measuring Mobile Recruitment
• Understand which channels your mobile traffic is coming from
• Test your mobile-friendliness
Mobile ads drive a high proportion of mobile traffic!
Content Development for Mobile
• Ensure responsive design for
better user experience & SEO
• On mobile, lead with content your
personas want to see first
(effectively sized)
• Vertical navigation
vs horizontal
• Enlarge interface elements
for “fat fingers”
• Prioritize functionality with links that
are easy to tap
• Ensure text is readable without
zooming
• Minimal graphics and footers
• Geo-specific features/functions
• Fewer in-page links
• Task-oriented home
pages
• Easy-to-scan pages
Customize Content for Mobile Conversion
Inbound Marketing Resources from HEM
• The HEM Inbound Marketing Budget Calculator
http://landing.higher-education-marketing.com/inbound-marketing-calculator
Inbound Marketing Resources
• 4 Ways Your School Can Connect Better With Millennials
• 3 Key Areas to Update, Upgrade, and Upscale Your School's SEO
Strategy
• 4 Exciting Ways to Personalise Your Online Student Recruitment
Activities
• 5 Essentials of a Successful Inbound Marketing Strategy
• Inbound Marketing: The Fine Art of Being Found by and Engaging
with Prospective Students
• Understand your audience
• Inbound integrates Content, SEO, Email,
Social Media & Analytics
• Create high quality, visual-rich, personalized
content
• Optimize your content for maximum
exposure through search
• Leverage and amplify your content across
social media
• Measure your results and continuously
improve
Conclusion – Essentials of Inbound Marketing
I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
Have questions about this presentation?
Essentials of inbound marketing for student recruitment 2016

Contenu connexe

Tendances

Use your website to invite students into your school’s story
Use your website to invite students into your school’s story Use your website to invite students into your school’s story
Use your website to invite students into your school’s story Higher Education Marketing
 
How recent changes to linkedin groups affects your school’s alumni groups
How recent changes to linkedin groups affects your school’s alumni groups How recent changes to linkedin groups affects your school’s alumni groups
How recent changes to linkedin groups affects your school’s alumni groups Higher Education Marketing
 
Increasing direct inquiries with digital marketing for language school recrui...
Increasing direct inquiries with digital marketing for language school recrui...Increasing direct inquiries with digital marketing for language school recrui...
Increasing direct inquiries with digital marketing for language school recrui...Higher Education Marketing
 
The Branding plan of Central Women's University
The Branding plan of Central Women's UniversityThe Branding plan of Central Women's University
The Branding plan of Central Women's UniversitySimi Ahmed Dolon
 
Digital Marketing Essentials: Inbound Marketing for Student Recruitment
Digital Marketing Essentials: Inbound Marketing for Student RecruitmentDigital Marketing Essentials: Inbound Marketing for Student Recruitment
Digital Marketing Essentials: Inbound Marketing for Student RecruitmentHigher Education Marketing
 
Use International SEO to Recruit Students Abroad
Use International SEO to Recruit Students AbroadUse International SEO to Recruit Students Abroad
Use International SEO to Recruit Students AbroadHigher Education Marketing
 
Institutional Branding
Institutional Branding Institutional Branding
Institutional Branding Shane Young
 
How to create an international student recruitment plan
How to create an international student recruitment planHow to create an international student recruitment plan
How to create an international student recruitment planHigher Education Marketing
 
MARKETING STRATEGY FOR A BUSINESS SCHOOL
MARKETING STRATEGY FOR A BUSINESS SCHOOLMARKETING STRATEGY FOR A BUSINESS SCHOOL
MARKETING STRATEGY FOR A BUSINESS SCHOOLSajna Fathima
 
Strategies for creating high quality content for lead generation in higher ed
Strategies for creating high quality content for lead generation in higher edStrategies for creating high quality content for lead generation in higher ed
Strategies for creating high quality content for lead generation in higher edHigher Education Marketing
 
Boost Enrolment Through the Power of Inbound and Content Marketing
Boost Enrolment Through the Power of Inbound and Content MarketingBoost Enrolment Through the Power of Inbound and Content Marketing
Boost Enrolment Through the Power of Inbound and Content MarketingHigher Education Marketing
 
Boost enrolment with new approaches to student admissions
Boost enrolment with new approaches to student admissionsBoost enrolment with new approaches to student admissions
Boost enrolment with new approaches to student admissionsHigher Education Marketing
 
Could Iran Be the Next Big Market for International Student Recruitment?
Could Iran Be the Next Big Market for International Student Recruitment?Could Iran Be the Next Big Market for International Student Recruitment?
Could Iran Be the Next Big Market for International Student Recruitment?Higher Education Marketing
 
Social Media Marketing for Business Schools?
Social Media Marketing for  Business Schools?Social Media Marketing for  Business Schools?
Social Media Marketing for Business Schools?Erin Wiles
 
Social Networking Media for Marketing Educational Institution
Social  Networking Media for Marketing Educational Institution Social  Networking Media for Marketing Educational Institution
Social Networking Media for Marketing Educational Institution Dr.Aravind TS
 

Tendances (20)

Use your website to invite students into your school’s story
Use your website to invite students into your school’s story Use your website to invite students into your school’s story
Use your website to invite students into your school’s story
 
University Branding
University BrandingUniversity Branding
University Branding
 
How recent changes to linkedin groups affects your school’s alumni groups
How recent changes to linkedin groups affects your school’s alumni groups How recent changes to linkedin groups affects your school’s alumni groups
How recent changes to linkedin groups affects your school’s alumni groups
 
Increasing direct inquiries with digital marketing for language school recrui...
Increasing direct inquiries with digital marketing for language school recrui...Increasing direct inquiries with digital marketing for language school recrui...
Increasing direct inquiries with digital marketing for language school recrui...
 
The Branding plan of Central Women's University
The Branding plan of Central Women's UniversityThe Branding plan of Central Women's University
The Branding plan of Central Women's University
 
Digital Marketing Essentials: Inbound Marketing for Student Recruitment
Digital Marketing Essentials: Inbound Marketing for Student RecruitmentDigital Marketing Essentials: Inbound Marketing for Student Recruitment
Digital Marketing Essentials: Inbound Marketing for Student Recruitment
 
The top 10 hem blog posts of 2014 part 2
The top 10 hem blog posts of 2014 part 2The top 10 hem blog posts of 2014 part 2
The top 10 hem blog posts of 2014 part 2
 
Use International SEO to Recruit Students Abroad
Use International SEO to Recruit Students AbroadUse International SEO to Recruit Students Abroad
Use International SEO to Recruit Students Abroad
 
Institutional Branding
Institutional Branding Institutional Branding
Institutional Branding
 
How social media can enhance (infographics)
How social media can enhance (infographics)How social media can enhance (infographics)
How social media can enhance (infographics)
 
The Top 10 HEM Blog Posts of 2014 Part 1
The Top 10 HEM Blog Posts of 2014 Part 1The Top 10 HEM Blog Posts of 2014 Part 1
The Top 10 HEM Blog Posts of 2014 Part 1
 
Students personas and targeted content
Students personas and targeted contentStudents personas and targeted content
Students personas and targeted content
 
How to create an international student recruitment plan
How to create an international student recruitment planHow to create an international student recruitment plan
How to create an international student recruitment plan
 
MARKETING STRATEGY FOR A BUSINESS SCHOOL
MARKETING STRATEGY FOR A BUSINESS SCHOOLMARKETING STRATEGY FOR A BUSINESS SCHOOL
MARKETING STRATEGY FOR A BUSINESS SCHOOL
 
Strategies for creating high quality content for lead generation in higher ed
Strategies for creating high quality content for lead generation in higher edStrategies for creating high quality content for lead generation in higher ed
Strategies for creating high quality content for lead generation in higher ed
 
Boost Enrolment Through the Power of Inbound and Content Marketing
Boost Enrolment Through the Power of Inbound and Content MarketingBoost Enrolment Through the Power of Inbound and Content Marketing
Boost Enrolment Through the Power of Inbound and Content Marketing
 
Boost enrolment with new approaches to student admissions
Boost enrolment with new approaches to student admissionsBoost enrolment with new approaches to student admissions
Boost enrolment with new approaches to student admissions
 
Could Iran Be the Next Big Market for International Student Recruitment?
Could Iran Be the Next Big Market for International Student Recruitment?Could Iran Be the Next Big Market for International Student Recruitment?
Could Iran Be the Next Big Market for International Student Recruitment?
 
Social Media Marketing for Business Schools?
Social Media Marketing for  Business Schools?Social Media Marketing for  Business Schools?
Social Media Marketing for Business Schools?
 
Social Networking Media for Marketing Educational Institution
Social  Networking Media for Marketing Educational Institution Social  Networking Media for Marketing Educational Institution
Social Networking Media for Marketing Educational Institution
 

En vedette

Maximizing the effectiveness of your student recruitment campaigns with Googl...
Maximizing the effectiveness of your student recruitment campaigns with Googl...Maximizing the effectiveness of your student recruitment campaigns with Googl...
Maximizing the effectiveness of your student recruitment campaigns with Googl...Higher Education Marketing
 
An introduction to google analytics for educational marketers
An introduction to google analytics for educational marketersAn introduction to google analytics for educational marketers
An introduction to google analytics for educational marketersHigher Education Marketing
 
Marketing Strategy Plan for the University of Dayton Department of Educationa...
Marketing Strategy Plan for the University of Dayton Department of Educationa...Marketing Strategy Plan for the University of Dayton Department of Educationa...
Marketing Strategy Plan for the University of Dayton Department of Educationa...sjohnson09
 
A10 Best Practices For Non-Traditional Student Recruitment
A10 Best Practices For Non-Traditional Student RecruitmentA10 Best Practices For Non-Traditional Student Recruitment
A10 Best Practices For Non-Traditional Student RecruitmentGreenwood & Hall
 
Student recruitment strategies for the new age
Student recruitment strategies for the new ageStudent recruitment strategies for the new age
Student recruitment strategies for the new ageUCAS Media
 
Sample Marketing Presentation/Plan
Sample Marketing Presentation/PlanSample Marketing Presentation/Plan
Sample Marketing Presentation/PlanJay DeLane
 
Unapredjenje poslovanja putem modernog kontakt centra
Unapredjenje poslovanja putem modernog kontakt centraUnapredjenje poslovanja putem modernog kontakt centra
Unapredjenje poslovanja putem modernog kontakt centraBojan Jovic
 
Illumina Nextera Rapid Capture_Biomek FXP Dual Arm Multi-96 and Span-8 Automa...
Illumina Nextera Rapid Capture_Biomek FXP Dual Arm Multi-96 and Span-8 Automa...Illumina Nextera Rapid Capture_Biomek FXP Dual Arm Multi-96 and Span-8 Automa...
Illumina Nextera Rapid Capture_Biomek FXP Dual Arm Multi-96 and Span-8 Automa...Zachary Smith
 
Presentación guia calidad de contenidos online para personas
Presentación guia calidad de contenidos online para personasPresentación guia calidad de contenidos online para personas
Presentación guia calidad de contenidos online para personasJohn Muñoz
 
Como cuidar tu jardín
Como cuidar tu jardínComo cuidar tu jardín
Como cuidar tu jardínGladis Salazar
 
Prevención y salud diabetes
Prevención y salud diabetesPrevención y salud diabetes
Prevención y salud diabetesalfredopro
 
Estudios de impacto vial argel ramos capistran-arturo a. lugo perez
Estudios de impacto vial   argel ramos capistran-arturo a. lugo perezEstudios de impacto vial   argel ramos capistran-arturo a. lugo perez
Estudios de impacto vial argel ramos capistran-arturo a. lugo perezICA Blog
 

En vedette (13)

Maximizing the effectiveness of your student recruitment campaigns with Googl...
Maximizing the effectiveness of your student recruitment campaigns with Googl...Maximizing the effectiveness of your student recruitment campaigns with Googl...
Maximizing the effectiveness of your student recruitment campaigns with Googl...
 
An introduction to google analytics for educational marketers
An introduction to google analytics for educational marketersAn introduction to google analytics for educational marketers
An introduction to google analytics for educational marketers
 
Marketing Strategy Plan for the University of Dayton Department of Educationa...
Marketing Strategy Plan for the University of Dayton Department of Educationa...Marketing Strategy Plan for the University of Dayton Department of Educationa...
Marketing Strategy Plan for the University of Dayton Department of Educationa...
 
A10 Best Practices For Non-Traditional Student Recruitment
A10 Best Practices For Non-Traditional Student RecruitmentA10 Best Practices For Non-Traditional Student Recruitment
A10 Best Practices For Non-Traditional Student Recruitment
 
Student recruitment strategies for the new age
Student recruitment strategies for the new ageStudent recruitment strategies for the new age
Student recruitment strategies for the new age
 
Sample Marketing Presentation/Plan
Sample Marketing Presentation/PlanSample Marketing Presentation/Plan
Sample Marketing Presentation/Plan
 
Unapredjenje poslovanja putem modernog kontakt centra
Unapredjenje poslovanja putem modernog kontakt centraUnapredjenje poslovanja putem modernog kontakt centra
Unapredjenje poslovanja putem modernog kontakt centra
 
Optima Consulting
Optima ConsultingOptima Consulting
Optima Consulting
 
Illumina Nextera Rapid Capture_Biomek FXP Dual Arm Multi-96 and Span-8 Automa...
Illumina Nextera Rapid Capture_Biomek FXP Dual Arm Multi-96 and Span-8 Automa...Illumina Nextera Rapid Capture_Biomek FXP Dual Arm Multi-96 and Span-8 Automa...
Illumina Nextera Rapid Capture_Biomek FXP Dual Arm Multi-96 and Span-8 Automa...
 
Presentación guia calidad de contenidos online para personas
Presentación guia calidad de contenidos online para personasPresentación guia calidad de contenidos online para personas
Presentación guia calidad de contenidos online para personas
 
Como cuidar tu jardín
Como cuidar tu jardínComo cuidar tu jardín
Como cuidar tu jardín
 
Prevención y salud diabetes
Prevención y salud diabetesPrevención y salud diabetes
Prevención y salud diabetes
 
Estudios de impacto vial argel ramos capistran-arturo a. lugo perez
Estudios de impacto vial   argel ramos capistran-arturo a. lugo perezEstudios de impacto vial   argel ramos capistran-arturo a. lugo perez
Estudios de impacto vial argel ramos capistran-arturo a. lugo perez
 

Similaire à Essentials of inbound marketing for student recruitment 2016

Digital marketing course in Chandigarh.pptx
Digital marketing course in Chandigarh.pptxDigital marketing course in Chandigarh.pptx
Digital marketing course in Chandigarh.pptxasmeerana605
 
Inbound marketing-for-higher-education
Inbound marketing-for-higher-educationInbound marketing-for-higher-education
Inbound marketing-for-higher-educationMichael Waxman-Lenz
 
TechAmerica :: How to Develop an Effective Online Marketing Strategy
TechAmerica :: How to Develop an Effective Online Marketing StrategyTechAmerica :: How to Develop an Effective Online Marketing Strategy
TechAmerica :: How to Develop an Effective Online Marketing StrategySteve Saars
 
Insivia Seminar Series: Content Marketing
Insivia Seminar Series: Content MarketingInsivia Seminar Series: Content Marketing
Insivia Seminar Series: Content MarketingInsivia
 
10 Things Universities Should Know About Inbound Marketing
10 Things Universities Should Know About Inbound Marketing10 Things Universities Should Know About Inbound Marketing
10 Things Universities Should Know About Inbound MarketingAbility SEO
 
Pramestyani website-google-analytics
Pramestyani website-google-analyticsPramestyani website-google-analytics
Pramestyani website-google-analyticsGita Pramestyani
 
Introduction to social media by Alex
Introduction to social media by AlexIntroduction to social media by Alex
Introduction to social media by Alexideaboxmm
 
2014 digital marketing + social media fundamentals for nonprofits
2014 digital marketing + social media fundamentals for nonprofits2014 digital marketing + social media fundamentals for nonprofits
2014 digital marketing + social media fundamentals for nonprofitsCharleston PR & Design, LLC
 
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
 
Live 2017 content marketing seminar
Live 2017 content marketing seminarLive 2017 content marketing seminar
Live 2017 content marketing seminarDavid Whiteley
 
Driving B2B Sales with Social Media
Driving B2B Sales with Social MediaDriving B2B Sales with Social Media
Driving B2B Sales with Social MediaErik Ekholm
 
Virtual academy-intermediate-gitapramestyani 07
Virtual academy-intermediate-gitapramestyani 07Virtual academy-intermediate-gitapramestyani 07
Virtual academy-intermediate-gitapramestyani 07Gita Pramestyani
 
Modern Practices in Promoting Online Education & Professional Development Pro...
Modern Practices in Promoting Online Education & Professional Development Pro...Modern Practices in Promoting Online Education & Professional Development Pro...
Modern Practices in Promoting Online Education & Professional Development Pro...HighRoad Solution
 
Asae Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
Asae Lunch Learning Webinar: Modern Practices in Promoting Online Education &...Asae Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
Asae Lunch Learning Webinar: Modern Practices in Promoting Online Education &...HighRoad Solution
 
ASAE Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
ASAE Lunch Learning Webinar: Modern Practices in Promoting Online Education &...ASAE Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
ASAE Lunch Learning Webinar: Modern Practices in Promoting Online Education &...Elizabeth Mackenzie
 
Inbound Marketing for Student Recruitment Webinar
Inbound Marketing for Student Recruitment WebinarInbound Marketing for Student Recruitment Webinar
Inbound Marketing for Student Recruitment WebinarHigher Education Marketing
 

Similaire à Essentials of inbound marketing for student recruitment 2016 (20)

Digital marketing course in Chandigarh.pptx
Digital marketing course in Chandigarh.pptxDigital marketing course in Chandigarh.pptx
Digital marketing course in Chandigarh.pptx
 
Inbound Marketing for HE
Inbound Marketing for HEInbound Marketing for HE
Inbound Marketing for HE
 
Inbound marketing-for-higher-education
Inbound marketing-for-higher-educationInbound marketing-for-higher-education
Inbound marketing-for-higher-education
 
Inbound Marketing for Higher Education
Inbound Marketing for Higher EducationInbound Marketing for Higher Education
Inbound Marketing for Higher Education
 
TechAmerica :: How to Develop an Effective Online Marketing Strategy
TechAmerica :: How to Develop an Effective Online Marketing StrategyTechAmerica :: How to Develop an Effective Online Marketing Strategy
TechAmerica :: How to Develop an Effective Online Marketing Strategy
 
Insivia Seminar Series: Content Marketing
Insivia Seminar Series: Content MarketingInsivia Seminar Series: Content Marketing
Insivia Seminar Series: Content Marketing
 
10 Things Universities Should Know About Inbound Marketing
10 Things Universities Should Know About Inbound Marketing10 Things Universities Should Know About Inbound Marketing
10 Things Universities Should Know About Inbound Marketing
 
Pramestyani website-google-analytics
Pramestyani website-google-analyticsPramestyani website-google-analytics
Pramestyani website-google-analytics
 
Introduction to social media by Alex
Introduction to social media by AlexIntroduction to social media by Alex
Introduction to social media by Alex
 
2014 digital marketing + social media fundamentals for nonprofits
2014 digital marketing + social media fundamentals for nonprofits2014 digital marketing + social media fundamentals for nonprofits
2014 digital marketing + social media fundamentals for nonprofits
 
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...
 
Live 2017 content marketing seminar
Live 2017 content marketing seminarLive 2017 content marketing seminar
Live 2017 content marketing seminar
 
Driving B2B Sales with Social Media
Driving B2B Sales with Social MediaDriving B2B Sales with Social Media
Driving B2B Sales with Social Media
 
Social Media Through the Enrollment Journey
Social Media Through the Enrollment Journey Social Media Through the Enrollment Journey
Social Media Through the Enrollment Journey
 
Virtual academy-intermediate-gitapramestyani 07
Virtual academy-intermediate-gitapramestyani 07Virtual academy-intermediate-gitapramestyani 07
Virtual academy-intermediate-gitapramestyani 07
 
Modern Practices in Promoting Online Education & Professional Development Pro...
Modern Practices in Promoting Online Education & Professional Development Pro...Modern Practices in Promoting Online Education & Professional Development Pro...
Modern Practices in Promoting Online Education & Professional Development Pro...
 
Asae Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
Asae Lunch Learning Webinar: Modern Practices in Promoting Online Education &...Asae Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
Asae Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
 
ASAE Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
ASAE Lunch Learning Webinar: Modern Practices in Promoting Online Education &...ASAE Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
ASAE Lunch Learning Webinar: Modern Practices in Promoting Online Education &...
 
Inbound Marketing for Student Recruitment Webinar
Inbound Marketing for Student Recruitment WebinarInbound Marketing for Student Recruitment Webinar
Inbound Marketing for Student Recruitment Webinar
 
Content is currency
Content is currencyContent is currency
Content is currency
 

Plus de Higher Education Marketing

Decoding Gen Z: Tailoring Education Marketing for the Next Wave
Decoding Gen Z: Tailoring Education Marketing for the Next WaveDecoding Gen Z: Tailoring Education Marketing for the Next Wave
Decoding Gen Z: Tailoring Education Marketing for the Next WaveHigher Education Marketing
 
Captivate & Convert: Mastering Video Marketing for Schools in the Digital Age
Captivate & Convert: Mastering Video Marketing for Schools in the Digital AgeCaptivate & Convert: Mastering Video Marketing for Schools in the Digital Age
Captivate & Convert: Mastering Video Marketing for Schools in the Digital AgeHigher Education Marketing
 
Landing Pages in Paid Advertising: Best Practices for Student Recruitment Suc...
Landing Pages in Paid Advertising: Best Practices for Student Recruitment Suc...Landing Pages in Paid Advertising: Best Practices for Student Recruitment Suc...
Landing Pages in Paid Advertising: Best Practices for Student Recruitment Suc...Higher Education Marketing
 
ChatGPT for Education Marketing: Opportunities, Strategies and Outcomes
ChatGPT for Education Marketing: Opportunities, Strategies and OutcomesChatGPT for Education Marketing: Opportunities, Strategies and Outcomes
ChatGPT for Education Marketing: Opportunities, Strategies and OutcomesHigher Education Marketing
 
Maximizing Your Schools Toolkit Using a Student Portal to Drive Recruitment
Maximizing Your Schools Toolkit Using a Student Portal to Drive RecruitmentMaximizing Your Schools Toolkit Using a Student Portal to Drive Recruitment
Maximizing Your Schools Toolkit Using a Student Portal to Drive RecruitmentHigher Education Marketing
 
The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...
The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...
The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...Higher Education Marketing
 
Bring More Organic Traffic to Your School's Website with Inbound Marketing
Bring More Organic Traffic to Your School's Website with Inbound MarketingBring More Organic Traffic to Your School's Website with Inbound Marketing
Bring More Organic Traffic to Your School's Website with Inbound MarketingHigher Education Marketing
 
How to Launch a New School Program: Online Marketing to Stand Out and Bring S...
How to Launch a New School Program: Online Marketing to Stand Out and Bring S...How to Launch a New School Program: Online Marketing to Stand Out and Bring S...
How to Launch a New School Program: Online Marketing to Stand Out and Bring S...Higher Education Marketing
 
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...Higher Education Marketing
 
Make Google Analytics 4 A Powerful Marketing Tool for Your School
Make Google Analytics 4  A Powerful Marketing Tool for Your SchoolMake Google Analytics 4  A Powerful Marketing Tool for Your School
Make Google Analytics 4 A Powerful Marketing Tool for Your SchoolHigher Education Marketing
 
Next Gen Lead Gen for Schools: Digital Marketing Strategies for 2023
Next Gen Lead Gen for Schools: Digital Marketing Strategies  for 2023Next Gen Lead Gen for Schools: Digital Marketing Strategies  for 2023
Next Gen Lead Gen for Schools: Digital Marketing Strategies for 2023Higher Education Marketing
 
How to Empower Your Admissions Process through Online Technology
How to Empower Your Admissions Process through Online TechnologyHow to Empower Your Admissions Process through Online Technology
How to Empower Your Admissions Process through Online TechnologyHigher Education Marketing
 
TikTok Essentials for Schools - Top Tips for Organic, Paid and Social SEO.pdf
TikTok Essentials for Schools - Top Tips for Organic, Paid and Social SEO.pdfTikTok Essentials for Schools - Top Tips for Organic, Paid and Social SEO.pdf
TikTok Essentials for Schools - Top Tips for Organic, Paid and Social SEO.pdfHigher Education Marketing
 
Next Gen Lead Gen for Schools - Digital Ad Strategies for 2023
Next Gen Lead Gen for Schools - Digital Ad Strategies for 2023Next Gen Lead Gen for Schools - Digital Ad Strategies for 2023
Next Gen Lead Gen for Schools - Digital Ad Strategies for 2023Higher Education Marketing
 
Secrets of Attribution and Conversion Tracking.pdf
Secrets of Attribution and Conversion Tracking.pdfSecrets of Attribution and Conversion Tracking.pdf
Secrets of Attribution and Conversion Tracking.pdfHigher Education Marketing
 
Practical methods to maximize your student lead flow using FB& Instagram.pdf
Practical methods to maximize your student lead flow using FB& Instagram.pdfPractical methods to maximize your student lead flow using FB& Instagram.pdf
Practical methods to maximize your student lead flow using FB& Instagram.pdfHigher Education Marketing
 
Google Analytics Migration to GA4. What You Need to Know to Prepare.pdf
Google Analytics Migration to GA4. What You Need to Know to Prepare.pdfGoogle Analytics Migration to GA4. What You Need to Know to Prepare.pdf
Google Analytics Migration to GA4. What You Need to Know to Prepare.pdfHigher Education Marketing
 
Email Marketing The Hidden Hero of Attracting and Nurturing Prospective Stude...
Email Marketing The Hidden Hero of Attracting and Nurturing Prospective Stude...Email Marketing The Hidden Hero of Attracting and Nurturing Prospective Stude...
Email Marketing The Hidden Hero of Attracting and Nurturing Prospective Stude...Higher Education Marketing
 

Plus de Higher Education Marketing (20)

Decoding Gen Z: Tailoring Education Marketing for the Next Wave
Decoding Gen Z: Tailoring Education Marketing for the Next WaveDecoding Gen Z: Tailoring Education Marketing for the Next Wave
Decoding Gen Z: Tailoring Education Marketing for the Next Wave
 
Captivate & Convert: Mastering Video Marketing for Schools in the Digital Age
Captivate & Convert: Mastering Video Marketing for Schools in the Digital AgeCaptivate & Convert: Mastering Video Marketing for Schools in the Digital Age
Captivate & Convert: Mastering Video Marketing for Schools in the Digital Age
 
Landing Pages in Paid Advertising: Best Practices for Student Recruitment Suc...
Landing Pages in Paid Advertising: Best Practices for Student Recruitment Suc...Landing Pages in Paid Advertising: Best Practices for Student Recruitment Suc...
Landing Pages in Paid Advertising: Best Practices for Student Recruitment Suc...
 
ChatGPT for Education Marketing: Opportunities, Strategies and Outcomes
ChatGPT for Education Marketing: Opportunities, Strategies and OutcomesChatGPT for Education Marketing: Opportunities, Strategies and Outcomes
ChatGPT for Education Marketing: Opportunities, Strategies and Outcomes
 
Maximizing Your Schools Toolkit Using a Student Portal to Drive Recruitment
Maximizing Your Schools Toolkit Using a Student Portal to Drive RecruitmentMaximizing Your Schools Toolkit Using a Student Portal to Drive Recruitment
Maximizing Your Schools Toolkit Using a Student Portal to Drive Recruitment
 
The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...
The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...
The Fresh Start Effect: Proven Strategies to Kickstart Your Enrollment in the...
 
Bring More Organic Traffic to Your School's Website with Inbound Marketing
Bring More Organic Traffic to Your School's Website with Inbound MarketingBring More Organic Traffic to Your School's Website with Inbound Marketing
Bring More Organic Traffic to Your School's Website with Inbound Marketing
 
How to Launch a New School Program: Online Marketing to Stand Out and Bring S...
How to Launch a New School Program: Online Marketing to Stand Out and Bring S...How to Launch a New School Program: Online Marketing to Stand Out and Bring S...
How to Launch a New School Program: Online Marketing to Stand Out and Bring S...
 
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
SEO and Inbound Marketing for Schools - New Answers to Old Questions for Grow...
 
Make Google Analytics 4 A Powerful Marketing Tool for Your School
Make Google Analytics 4  A Powerful Marketing Tool for Your SchoolMake Google Analytics 4  A Powerful Marketing Tool for Your School
Make Google Analytics 4 A Powerful Marketing Tool for Your School
 
Next Gen Lead Gen for Schools: Digital Marketing Strategies for 2023
Next Gen Lead Gen for Schools: Digital Marketing Strategies  for 2023Next Gen Lead Gen for Schools: Digital Marketing Strategies  for 2023
Next Gen Lead Gen for Schools: Digital Marketing Strategies for 2023
 
How to Empower Your Admissions Process through Online Technology
How to Empower Your Admissions Process through Online TechnologyHow to Empower Your Admissions Process through Online Technology
How to Empower Your Admissions Process through Online Technology
 
TikTok Essentials for Schools - Top Tips for Organic, Paid and Social SEO.pdf
TikTok Essentials for Schools - Top Tips for Organic, Paid and Social SEO.pdfTikTok Essentials for Schools - Top Tips for Organic, Paid and Social SEO.pdf
TikTok Essentials for Schools - Top Tips for Organic, Paid and Social SEO.pdf
 
Next Gen Lead Gen for Schools - Digital Ad Strategies for 2023
Next Gen Lead Gen for Schools - Digital Ad Strategies for 2023Next Gen Lead Gen for Schools - Digital Ad Strategies for 2023
Next Gen Lead Gen for Schools - Digital Ad Strategies for 2023
 
Winning the SEO Game for Schools
Winning the SEO Game for SchoolsWinning the SEO Game for Schools
Winning the SEO Game for Schools
 
Secrets of Attribution and Conversion Tracking.pdf
Secrets of Attribution and Conversion Tracking.pdfSecrets of Attribution and Conversion Tracking.pdf
Secrets of Attribution and Conversion Tracking.pdf
 
Google Analytics 4: A Quick Start Guide
 Google Analytics 4: A Quick Start Guide Google Analytics 4: A Quick Start Guide
Google Analytics 4: A Quick Start Guide
 
Practical methods to maximize your student lead flow using FB& Instagram.pdf
Practical methods to maximize your student lead flow using FB& Instagram.pdfPractical methods to maximize your student lead flow using FB& Instagram.pdf
Practical methods to maximize your student lead flow using FB& Instagram.pdf
 
Google Analytics Migration to GA4. What You Need to Know to Prepare.pdf
Google Analytics Migration to GA4. What You Need to Know to Prepare.pdfGoogle Analytics Migration to GA4. What You Need to Know to Prepare.pdf
Google Analytics Migration to GA4. What You Need to Know to Prepare.pdf
 
Email Marketing The Hidden Hero of Attracting and Nurturing Prospective Stude...
Email Marketing The Hidden Hero of Attracting and Nurturing Prospective Stude...Email Marketing The Hidden Hero of Attracting and Nurturing Prospective Stude...
Email Marketing The Hidden Hero of Attracting and Nurturing Prospective Stude...
 

Dernier

Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 

Dernier (20)

Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 

Essentials of inbound marketing for student recruitment 2016

  • 1. Philippe Taza CEO Higher Education Marketing ptaza@higher-education-marketing.com Essentials of a Successful Inbound Marketing Strategy
  • 2. • What is Inbound Marketing? • Persona Development • Content Strategy • Analytics to Measure and Improve Your Results • Optimizing your Website for SEO • Leveraging Social Media to Attract and Engage • Email Marketing • Considerations for Mobile • Available resources Today’s Presentation
  • 5. Why Inbound Marketing for Schools? • Today’s typical prospective students are digitally literate, informed and engaged • They expect consistent messaging & outreach tailored to their interests, goals, & concerns • Students want an open window into your school’s mission and rather than overt self-promotion/selling • Meaningful dialogue and relationship-building with your school community, from their first encounter, to enrollment, and beyond
  • 6. Persona Development: Identify your Target Audience(s) Segment prospects by: program, level, source country, etc. & research their distinct characteristics:
  • 7. Persona Development: Research Tools 1. Survey your admissions & recruitment team for their insights 2. Survey/poll your students & alumni directly 3. Use journey-mapping/heat-mapping to track key touchpoints 4. Conduct market research to better understand what is impacting decision-making
  • 8. Persona Development: Use Landing pages to Gather Persona
  • 9. Persona Development: Consolidate Data into Profiles PROSPECTIVE MASTERS STUDENT
  • 10. Persona Development: Tap Into Common Interests, Goals, and Desires
  • 11. Persona Development: Addressing Common Pain Points
  • 13. The Channel Report The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website.
  • 14. • Organic Search: SEO Traffic from search engines • Email: links in email campaigns • Direct: users enter the URL directly in the browser • Referral: traffic from other sites yours is linked on • Social: Facebook, Twitter, LinkedIn, etc. • Paid Search: Google AdWords, Bing ads, etc. The Channel Report is crucial to helping you ascertain which of your marketing initiatives are having the most success. What are the main Channels?
  • 15. Common website goals for educational institutions • Online application form • Ask a question form • Contact us form • PPC inquiry form • Online payment gateway • Live chat event • PDF Brochure download event
  • 18. Create targeted posts that appeal directly to their motivations
  • 19. Content Example - Blogs 1. Provide career/study tips, industry news, and other custom content your personas will love 2. Generate respect, trust and loyalty with posts that engage & inform, but are never “salesy” 3. Build your presence on social (as readers “share” and “like” your posts) 4. Drive traffic to your site when students find your posts during their online search process http://why.ryerson.ca/
  • 20. Content Strategy: Use Student-Generated Content • Invite current students to share their personal experiences: adds authenticity & sparks interest • Solicit blog posts, videos & photo- stories from student “ambassadors” • Ask students to contribute content in multiple languages to recruit from overseas • Publish on website & share through social media http://www.ryerson.ca/artsandcontemporarystudies/ prospective_students/testimonials/
  • 21. Content Strategy: “Student Experience” Bloggers • Current students chronicle their journey through various training programs • Offers inside access to prospective applicants • Provides motivation to prospects who may be “on the fence” • Great for sharing across social media! http://yublog.students.uit.yorku.ca/
  • 22. Content Strategy: Always Prioritize Visuals! • Videos & photographs are more engaging to students & more “shareable” than text alone (use them across ALL channels) • Infographics make complex info digestible through images, charts, diagrams, quotes, and stats (interactive is the latest trend) • Transform blog posts into visual content: infographics, email newsletters, Slideshares, etc. to maximize their impact
  • 23. Use lead capture forms to capitalize on your website traffic
  • 25. What is SEO & its connection to inbound? • The process of optimizing website content, design, & performance to generate visitor traffic from “organic” (versus paid) search engine results • SEO is vital for ensuring your content and website get found online by prospective students
  • 26. Look for Keywords Your Primary Personas Might Search For
  • 28. On Page SEO Example
  • 29. Google Search Engine Result Page - SERP
  • 31. Year over year comparison is very useful to measure the health of your SEO Traffic and conversions from that channel Measuring your SEO Efforts Year over Year
  • 32. Evaluate your Organic Search Queries
  • 34. Use Personas to Focus You Social Initiatives
  • 35. Social media amplifies your college brand, provides communities for engaging personas, helps promote your content, & supports SEO Social Media Strategy & Development http://edu.chegg.com/mobilizing-admissions-the- 2016-social-admissions-report/
  • 36. • Brand-building contests could include campus photography/video, showing off college pride, or what you like most about your college i.e. “What’s your favourite place on campus?” Build Your Brand with Simple Social Contests
  • 38. Measure the Social Activity Directed to your Website
  • 39. Separate your Facebook Initiatives
  • 40. Social Content Sharing Workflow Publish content on your website http://www.concordia.ca/news/stories/cunews/main/sto ries/2016/11/10/celebrate-diversity-by-becoming-a- human-book-banq.html/ Share on Facebook Share on Twitter
  • 43. • One off emails to individual leads/students • E-newsletters sent to your database • Automated Email Marketing Workflows • Personalize your automated emails Email Marketing Options http://edu.chegg.com/mobilizing-admissions-the- 2016-social-admissions-report/
  • 44. Focus on Persona Concerns During the Email Lead Nurturing Process
  • 45. Curate your Blogs in your Newsletters Bring your email users back to your website by Linking to your Blog posts
  • 46. Measure your e-newsletters Measure the activity from your email efforts by effectively tagging your links with the URL Builder: https://ga-dev-tools.appspot.com/campaign-url-builder/
  • 47. Email Marketing: Structure Your Email Automation
  • 48. Automated Email Marketing: How Does it Work? • Automated drip marketing sends prospects a series of carefully customized messages over time, sequenced to guide leads down the enrollment funnel • Each message is crafted with your personas’ unique needs & goals in mind, and can help resolve enrollment roadblocks during each stage of their decision-making process • Start simple with an auto-response, building a relationship with timely messaging that provides links to relevant, inspiring content (and prompts to take next steps - CTAs)
  • 49. Measure your Automated Email Campaigns
  • 50. Setup Your Landing Pages for Persona Segmentation The user selection should feed your CRM to trigger personalized email content
  • 51. Slide 51 Robert E. Mathiasen, Ph.D. Distance Education Recruiter Office of Online & Distance Education University of Nebraska–Lincoln 402-472-5515 bobmathiasen@online.unl.edu Email Marketing: Personalize your Correspondence Begin with a personalized greeting Close with a personalized & professional sign-off
  • 52. Is your site mobile friendly?
  • 54. • Remember that a growing number of your target personas are engaging with your web content on mobile Include Mobile in your Inbound Marketing Plans
  • 55. Measuring Mobile Recruitment • Understand which channels your mobile traffic is coming from • Test your mobile-friendliness
  • 56. Mobile ads drive a high proportion of mobile traffic!
  • 57. Content Development for Mobile • Ensure responsive design for better user experience & SEO • On mobile, lead with content your personas want to see first (effectively sized) • Vertical navigation vs horizontal • Enlarge interface elements for “fat fingers”
  • 58. • Prioritize functionality with links that are easy to tap • Ensure text is readable without zooming • Minimal graphics and footers • Geo-specific features/functions • Fewer in-page links • Task-oriented home pages • Easy-to-scan pages Customize Content for Mobile Conversion
  • 59. Inbound Marketing Resources from HEM • The HEM Inbound Marketing Budget Calculator http://landing.higher-education-marketing.com/inbound-marketing-calculator
  • 60. Inbound Marketing Resources • 4 Ways Your School Can Connect Better With Millennials • 3 Key Areas to Update, Upgrade, and Upscale Your School's SEO Strategy • 4 Exciting Ways to Personalise Your Online Student Recruitment Activities • 5 Essentials of a Successful Inbound Marketing Strategy • Inbound Marketing: The Fine Art of Being Found by and Engaging with Prospective Students
  • 61. • Understand your audience • Inbound integrates Content, SEO, Email, Social Media & Analytics • Create high quality, visual-rich, personalized content • Optimize your content for maximum exposure through search • Leverage and amplify your content across social media • Measure your results and continuously improve Conclusion – Essentials of Inbound Marketing
  • 62. I’m easy to reach at: Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza Have questions about this presentation?