1. Inbound School MarketingIt Doesn’t Matter What You Call It,An Inquiry Is a Lead Kyle James jameskm03@gmail.com twitter.com/kylejames linkedin.com/in/jameskm03 kyle-james.com doteduguru.com hubspot.com nuCloud.com
30. Closed Loop Marketing FinancialAid Are you doing this? BusinessOffice Web Team Yes, same forDevelopment Admission
31. What is a Lead? A lead, in a marketing context, is a potential sales contact: an individual or organization that expresses an interest in your goods or services.
32. What is a Lead? A company's lead generation efforts and its approach to dealing with leads can significantly impact its success in the marketplace.
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36. How Much Do I Spend On Leads? Without the concept of a Lead you aren’t able to consistently measure ROI
37. What Is The Value? What is the value of a student? Value = avg years * (cost – avg discount) So what is an applicant worth? App = Value * Conversion rate from applicant to enroll
38. Let’s Do Some Math Average Years = 3 Cost Per Year = $20,000 Average Discount = $10,000 Student Value = 3 * ($20,000 - $10,000) So a Student is worth$30,000!
39. Let’s Do Some Math Student Value = $30,000 Conversion Rate in Applicant = 20% App Value = $30,000 * .2 So an Applicant is worth$6,000!
43. Inbound Marketing Success Pyramid Be Social Blogging Link Building Content Creation Calls to Action Landing Pages On-Page SEO Keyword Research SubDomain URL Structure Analytics Installed Site Layout Site Architecture Lead Tracking Setup
44. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
45. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
46. Defining Goals Business Goals What your site must accomplish? Who is your audience? What makes you special?
48. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
49. Content Creating the great content that tell the stories If you don’t have this the rest simply doesn’t matter
50. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
52. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
54. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
58. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
60. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
68. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
70. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
71. Site Optimization Finely tuning the site that you have created now that you have search ranking intelligence and analytical data. URLs PageTitle MetaKeywords Headers Meta Description
72. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
74. So Where To Start? Defining Goals Content Site Architecture Navigation Accessibility Site Intelligence Multimedia/Web 2.0 Link Building Site Optimization Marketing Efforts Social Media
What do we want our website to do? What is it’s major purpose? Most of the time the #1 goal is going to be recruit students and everything else falls a distant second so keep that audience in mind. Build for your main audience, but don’t forget your other audiences. You will find that you can do this while still staying relevant to everyone.
Same can be said for a website. You can have the greatest website in the world, but if nobody is visiting it is it making a difference? Of course you have to get people to visit, but knowing what they do when they visit is equally important.
So what is important to me? What should I be tracking?Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the ViewbookTake a Virtual TourGeneral GoalsSign up for eConnect updatesWatch VideosSubscribe to RSSBecome Facebook Fan, Member of a GroupJoin Linked InRead Blogs
Besides tracking just your website there is still a whole lot that happens with your school online that isn’t specificially on your website. Now that we have a host of tools and segmented data let’s take a look at some of these other options.
Three Blind Mice: Photo credithttp://www.flickr.com/photos/12392252@N03/3065029877/