The idea of pull vs push marketing is nothing new to marketers. Inbound marketing is the more modern definition of pull marketing that has a large presence online. You see traditional push or outbound marketing is broken.
Analytics, SEO, Social Media are three common buzz words in marketing circles related to inbound marketing but none of them can completely meet your marketing needs independently. To get the most out of your inbound marketing efforts you have to understand the complete picture and make sure that your individual efforts are part of a complete marketing campaign. In this presentation Kyle James will lay out a high level overview of all of the moving pieces before diving in and discussing how each of these pillars fit into a successful inbound marketing approach.
18. Establishing ROI
If we can work backwards from the
value of a student we can establish the
value of an Interactive Campus Map.
*All numbers are created as examples
19. Let’s Do Some Math
• Average Years = 3
• Cost Per Year = $20,000
• Average Yearly Discount = $10,000
• Student Value = 3 * ($20,000 - $10,000)
• So a Student is worth
$30,000!
20. 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!
22. Let’s Do Some Math
• Application Value = $6,000
• Conversion Rate of Visits to Applicant =
20%
• Value of Visit = $6,000 * .2
• So Each Student Visit is Worth
$1,200!
23. Let’s Do Some Math
• Visit Value = $1,200
• Conversion of Map to Visit = 5%
• Value of a Map View = $1,200 * .05
• So Each Map View is Worth
$60!
24. Do You Think 1,000
People Would View
Your Map In A Month?
28. You can use this same process
to decide the value of
doing any web project
29. Possible Important Items
Admission Specific General Goals
• Apply to College • Sign up for eConnect
• Schedule a Campus updates
Visit • Watch Videos
• Request Info • Subscribe to RSS
• Download the • Become Facebook
Viewbook Fan, Member of a
• Take a Virtual Tour Group
• Join Linked In
• Read Blogs
29
31. Be
Social
Content Strategy
Blogging
Article Writing
Calls to Action On-Page SEO
Landing Pages Keyword Research
Site Architecture Measurement
Ability to Edit Site Analytics Installed
32. Be
Social
Content Strategy
Blogging
Article Writing
Calls to Action On-Page SEO
Landing Pages Keyword Research
Site Architecture Measurement
Ability to Edit Site Analytics Installed
34. Be
Social
Content Strategy
Blogging
Article Writing
Calls to Action On-Page SEO
Landing Pages Keyword Research
Site Architecture Measurement
Ability to Edit Site Analytics Installed
35. The Conversion Process
• If we aren’t getting people to convert on our
traffic then what does a thousand or a million
visitors to our site matter?
35
36. How Do You Convert?
• Conversions require
Landing Pages
• A Landing Page is a Page
with a Form on it.
37. Three Steps of a Conversion Process
1. The Call to Action
2. The Landing Page
3. The Follow-Up
38. The Call to Action
• Are your offers compelling?
• Call to action best practices
– Create urgency
– Include an image
– Contrasting colors
– Be specific/inspirational
40. The Landing Page
• Keep it simple
– Little to no navigation or other links
• People scan, don’t read
– Bullet points
– Pictures
– Bold copy
– Five second rule
• Make it instantly obvious what they will get
• Shorter the form the higher the conversion rate
• Possible alternative call to actions
41. The Follow-Up
• Thank you page
• Auto response email
• Additional channels to connect
• Opportunities for further engagement
– Lead Nurturing
– Email Marketing
– Phone Calls
43. Be
Social
Content Strategy
Blogging
Article Writing
Calls to Action On-Page SEO
Landing Pages Keyword Research
Site Architecture Measurement
Ability to Edit Site Analytics Installed
49. By the Numbers (on one site)
• 30% of traffic is delivered by Search
Engines
• 82% of that traffic is delivered by Google
• On a large college website w/ 1,000,000
visits per month that
is 300,000 visitors
50. It All Starts With Keywords
• “It’s NOT about what you want or what you
call it, it is about what people are actually
looking for.”
• “Nobody cares about your products
(except you)” – David Meerman Scott
51. Long Tail Keywords
• Computer Science Degree South Carolina
• Computer Science Program South Carolina
• Computer Science Degree
• Computer Science Major
• Computer Science
54. Page Title
Page
• Describe The Page Title
• Include Keywords
• 70 Character Limit
55. The URL
• Describe The Page URL
• Include Keywords
• A Dynamic URL is hard to understand
• What are the following two pages about?
• http://tomahawktake.com/2009/04/11/game-no-5-recap-braves-5-
nationals-3/
• http://mlb.mlb.com/news/article.jsp?ymd=20090411&content_id=422
5972&vkey=recap&fext=.jsp&c_id=mlb
58. Meta Description & Keywords
Meta
• Unique for Each Page Keywords
• Only Viewable in Source
• Meta Description limit 150 characters
• Meta Keyword limit 10 keywords max Meta
Description
64. Search Call To Actions
Page Title
Meta Description
Page Title and Meta Description are all you get in search
results. Make sure that they count.
65. Be
Social
Content Strategy
Blogging
Article Writing
Calls to Action On-Page SEO
Landing Pages Keyword Research
Site Architecture Measurement
Ability to Edit Site Analytics Installed
67. Blogging Best Practices
• Tell your story
• Educational and informative not sales
focused
• Personal and stories from people in the
field
• So much more than just text (videos,
pictures, etc)
74. Be
Social
Content Strategy
Blogging
Article Writing
Calls to Action On-Page SEO
Landing Pages Keyword Research
Site Architecture Measurement
Ability to Edit Site Analytics Installed
80. If a tree falls in a forest does it make a sound?
81. Avoid Paralysis by Analysis
• Are we accomplishing our goals?
• Don’t try and measure everything
• Focus on a few (3-5) metrics instead of
everything
86. Conversions Matter!
It doesn’t matter if you get a
thousand visitors a month or a
million if none of them are
actually converting into
applicants/students or donors!
87. Be
Social
Content Strategy
Blogging
Article Writing
Calls to Action On-Page SEO
Landing Pages Keyword Research
Site Architecture Measurement
Ability to Edit Site Analytics Installed
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.
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
http://www.flickr.com/photos/nathanbaker/479278585/The real value of a Campus Tour is it’s ability to get individuals to want to apply to your school. It can be one of the single most influential things in the decision process for a prospective student. So how much is it worth and how do we get prospective students to want to apply to our school?
For the purposes of this marketing discussion we’re going to assume that you already have a website and the basics in place.Photo credit - http://www.flickr.com/photos/ianvisits/4932600254/
Pixie Dust Photo by Angelleahttp://www.flickr.com/photos/28757002@N03/2869377454/in/photostream/
Three Blind Mice: Photo credithttp://www.flickr.com/photos/12392252@N03/3065029877/
I’m not going to be able to tell you a whole lot about doing social media because this is something schools are actually doing pretty well. I do want to remind you of some important details.
One of the biggest points of social media is to increase engagement which ultimately leads to more applicants and student or revenue in one form or another. You can’t convert a twitter follower to a new student UNLESS they visit your website and go through the conversion process.
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.
Otherwise it doesn’t matter if you increase traffic if you aren’t also increasing conversions.
I’m not going to be able to tell you a whole lot about doing social media because this is something schools are actually doing pretty well. I do want to remind you of some important details.