Recommandé
Recommandé
Contenu connexe
Similaire à What Is Inbound and Why Should You Care?
Similaire à What Is Inbound and Why Should You Care? (20)
Dernier
Dernier (20)
What Is Inbound and Why Should You Care?
- 1. WHAT IS INBOUND – AND WHY SHOULD YOU CARE? Sarah Mead Director of Marketing & Communications Whitby School www.whitbyschool.org 1
- 2. ACTIVITY What is your favorite brand? (car, shoes, TV show, news outlet, non-profit, etc.) • Why is it your favorite brand? • How long did it take you to love this brand? • Would you recommend this brand to a friend? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 2
- 3. Qualities of a GREAT Brand ©Association of Independent School Admission Professionals Annual Summer Institute 2016 3
- 4. Qualities of a GREAT Brand Unique ©Association of Independent School Admission Professionals Annual Summer Institute 2016 4
- 5. Qualities of a GREAT Brand Unique Reliable ©Association of Independent School Admission Professionals Annual Summer Institute 2016 5
- 6. Qualities of a GREAT Brand Unique Reliable Consistent ©Association of Independent School Admission Professionals Annual Summer Institute 2016 6
- 7. Qualities of a GREAT Brand Unique Reliable Consistent Memorable ©Association of Independent School Admission Professionals Annual Summer Institute 2016 7
- 8. Qualities of a GREAT Brand Unique Reliable Consistent Memorable Trustworthy ©Association of Independent School Admission Professionals Annual Summer Institute 2016 8
- 9. Qualities of a GREAT Brand Unique Reliable Consistent Memorable Trustworthy Helpful ©Association of Independent School Admission Professionals Annual Summer Institute 2016 9
- 10. Qualities of a GREAT Brand Unique Reliable Consistent Memorable Trustworthy Helpful Share-worthy ©Association of Independent School Admission Professionals Annual Summer Institute 2016 10
- 11. Qualities of a GREAT Brand Unique Reliable Consistent Memorable Trustworthy Helpful Share-worthy Knowledgeable of their audience ©Association of Independent School Admission Professionals Annual Summer Institute 2016 11
- 12. Qualities of a GREAT Brand Unique Reliable Consistent Memorable Trustworthy Helpful Share-worthy Knowledgeable of their audience ©Association of Independent School Admission Professionals Annual Summer Institute 2016 12 Inbound marketing = Great Branding
- 13. WHAT IS INBOUND MARKETING? 13©Association of Independent School Admission Professionals Annual Summer Institute 2016
- 14. Inbound Marketing “Earning the attention of customers” - Marketo ©Association of Independent School Admission Professionals Annual Summer Institute 2016 14
- 15. Inbound Marketing “Earning the attention of customers” - Marketo Creating and sharing compelling, helpful content that caters to your ideal audience and attracts them to your brand when they are ready. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 15
- 16. Inbound Marketing “Earning the attention of customers” - Marketo Creating and sharing compelling, helpful content that caters to your ideal audience and attracts them to your brand when they are ready. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 16
- 17. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 17
- 18. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 18 Outbound Marketing Billboards Direct Mail Cold calling Cold emails Print Advertising
- 19. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 19 Outbound Marketing Billboards Direct Mail Cold calling Cold emails Print Advertising Similarities?
- 20. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 20 Outbound Marketing Billboards Direct Mail Cold calling Cold emails Print Advertising Interruption marketing Similarities?
- 21. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 21 Outbound Marketing Billboards Direct Mail Cold calling Cold emails Print Advertising Interruption marketing Pushing messages to a larger audience Similarities?
- 22. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 22 Outbound Marketing Billboards Direct Mail Cold calling Cold emails Print Advertising Interruption marketing Pushing messages to a larger audience Short term interactions with brand Similarities?
- 23. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 23 Outbound Marketing Billboards Direct Mail Cold calling Cold emails Print Advertising Interruption marketing Pushing messages to a larger audience Short term interactions with brand Difficult to use data to prove ROI Similarities?
- 24. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 24 Outbound Marketing Billboards Direct Mail Cold calling Cold emails Print Advertising Interruption marketing Pushing messages to a larger audience Short term interactions with brand Difficult to use data to prove ROI Doesn’t make our customers’ decision-making process any easier Similarities?
- 25. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 25 Inbound Marketing Online guides Webinars Blogs Social media Lead Nurturing
- 26. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 26 Inbound Marketing Online guides Webinars Blogs Social media Lead Nurturing Similarities?
- 27. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 27 Inbound Marketing Online guides Webinars Blogs Social media Lead Nurturing Pulling targeted groups of people towards your brand Similarities?
- 28. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 28 Inbound Marketing Online guides Webinars Blogs Social media Lead Nurturing Pulling targeted groups of people towards your brand Long term relationship building = loyalty Similarities?
- 29. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 29 Inbound Marketing Online guides Webinars Blogs Social media Lead Nurturing Pulling targeted groups of people towards your brand Long term relationship building = loyalty Easy to make data-driven decisions Similarities?
- 30. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 30 Inbound Marketing Online guides Webinars Blogs Social media Lead Nurturing Pulling targeted groups of people towards your brand Long term relationship building = loyalty Easy to make data-driven decisions Sharing helpful information when and where people are searching Similarities?
- 31. Stop selling…start supporting! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 31 Outbound Marketing Billboards Direct Mail Cold calling Cold emails Print Advertising Inbound Marketing Online guides Webinars Blogs Social media Lead Nurturing Interruption marketing Pushing messages to a larger audience Short term interactions with brand Difficult to use data to prove ROI Doesn’t make our customers’ decision- making process any easier Pulling targeted groups of people towards your brand Long term relationship building = loyalty Easy to make data-driven decisions Sharing helpful information when and where people are searching Similarities? Similarities?
- 32. Inbound Marketing (in a nutshell) We target personas... ...with compelling and helpful content... ...that establishes trust... ...and converts leads to happy customers. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 32
- 33. TARGET PERSONAS 33©Association of Independent School Admission Professionals Annual Summer Institute 2016
- 34. What’s a persona? • Fictional representation of your ideal customer • One that matches your school’s mission and values ©Association of Independent School Admission Professionals Annual Summer Institute 2016 34
- 35. What’s a persona? • Fictional representation of your ideal customer • One that matches your school’s mission and values ©Association of Independent School Admission Professionals Annual Summer Institute 2016 35 Demographics Goals Values Pain Points Job Title Purchasing Behaviors Find patterns within your existing parent body:
- 36. Identify Ideal Personas and Purchasing Behaviors • Who are the parents that we love and love us right back? • Why did they choose [insert your school here]? • What are their common interests, traits and qualities? • Where and how do they search for information? • What resources were helpful to them along their own buyers’ journeys? • How long did their school search take? • Which other schools did they look at? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 36
- 37. For Example: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 37 Tenzin the Traveler Role: Internationally minded mom or dad. Senior level management of a global company or entrepreneur. Age: 30-45 Education: College Degree, Grad Degree, MBA Location: Greenwich, Stamford and surrounding suburb area The Story: Local family who has spent time living abroad. Know and appreciate the value of International Baccalaureate program. Family is involved in local community service initiatives. Parents value and want to play active roles in their child’s education.
- 38. Why are personas important for schools? When you ID your best fit parents, it’s easier to market to your ideal market in the future. When you’re more selective with who you target, you have a smaller selection of prospects… …BUT – they are more in line with your school’s mission. Best fit families will stay with you longer. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 38
- 39. SUPPORT PERSONAS WITH COMPELLING AND HELPFUL CONTENT 39©Association of Independent School Admission Professionals Annual Summer Institute 2016
- 40. What is Content? • Informative, unbiased resources that help parents during their decision-making process ©Association of Independent School Admission Professionals Annual Summer Institute 2016 40
- 41. What is Content? • Informative, unbiased resources that help parents during their decision-making process • 80/20 rule – 80% informational, 20% promotional ©Association of Independent School Admission Professionals Annual Summer Institute 2016 41
- 42. What is Content? • Informative, unbiased resources that help parents during their decision-making process • 80/20 rule – 80% informational, 20% promotional • The more quality content you produce and share, the more opportunity you have to improve your organic search ranking ©Association of Independent School Admission Professionals Annual Summer Institute 2016 42
- 43. What is Content? • Informative, unbiased resources that help parents during their decision-making process • 80/20 rule – 80% informational, 20% promotional • The more quality content you produce and share, the more opportunity you have to improve your organic search ranking • Should answer questions parents have…and questions you’d like parents TO have. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 43
- 44. What is Content? • Informative, unbiased resources that help parents during their decision-making process • 80/20 rule – 80% informational, 20% promotional • The more quality content you produce and share, the more opportunity you have to improve your organic search ranking • Should answer questions parents have…and questions you’d like parents TO have. Examples: blog posts, videos, infographics, e-books • Content isn’t limited to online elements – can be an event as well. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 44
- 45. Importance of Organic Search • Organic vs. Paid • Easily discovered by new prospects • First impression of your brand • Can help improve overall website performance ©Association of Independent School Admission Professionals Annual Summer Institute 2016 45
- 46. Importance of Organic Search • Organic vs. Paid • Easily discovered by new prospects • First impression of your brand • Can help improve overall website performance ©Association of Independent School Admission Professionals Annual Summer Institute 2016 46 2015 Google Traffic Breakdown* *Source: LinkedIn - Understanding the Value and Importance of Organic First-Page Results
- 47. Importance of Organic Search • Organic vs. Paid • Easily discovered by new prospects • First impression of your brand • Can help improve overall website performance ©Association of Independent School Admission Professionals Annual Summer Institute 2016 47 2015 Google Traffic Breakdown* *Source: LinkedIn - Understanding the Value and Importance of Organic First-Page Results Page 1 – 91.5% of traffic (90% organic, 10% paid)
- 48. Importance of Organic Search • Organic vs. Paid • Easily discovered by new prospects • First impression of your brand • Can help improve overall website performance ©Association of Independent School Admission Professionals Annual Summer Institute 2016 48 2015 Google Traffic Breakdown* *Source: LinkedIn - Understanding the Value and Importance of Organic First-Page Results Page 2 – 4.8% Page 3 – 1.1% Page 4 – 0.4% Page 1 – 91.5% of traffic (90% organic, 10% paid)
- 49. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 49 6,600 people are searching this keyword on a monthly basis!
- 50. How do you improve your search ranking? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 50
- 51. How do you improve your search ranking? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 51 QUALITY CONTENT!
- 52. Why is Content so important? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 52
- 53. Why is Content so important? • Improve organic search ranking ©Association of Independent School Admission Professionals Annual Summer Institute 2016 53
- 54. Why is Content so important? • Improve organic search ranking • Generates traffic to your site ©Association of Independent School Admission Professionals Annual Summer Institute 2016 54
- 55. Why is Content so important? • Improve organic search ranking • Generates traffic to your site • Generates interest about your brand ©Association of Independent School Admission Professionals Annual Summer Institute 2016 55
- 56. Why is Content so important? • Improve organic search ranking • Generates traffic to your site • Generates interest about your brand • Capture new information about prospects (gated content) – use of forms ©Association of Independent School Admission Professionals Annual Summer Institute 2016 56
- 57. Design content that supports your ideal persona: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 57
- 58. Design content that supports your ideal persona: • What are their pain points? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 58
- 59. Design content that supports your ideal persona: • What are their pain points? • What questions do they need answers to when making this [huge] decision? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 59
- 60. Design content that supports your ideal persona: • What are their pain points? • What questions do they need answers to when making this [huge] decision? • What are our school’s pain points? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 60
- 61. Design content that supports your ideal persona: • What are their pain points? • What questions do they need answers to when making this [huge] decision? • What are our school’s pain points? • How will my persona best absorb content? (blog, video, infographic) ©Association of Independent School Admission Professionals Annual Summer Institute 2016 61
- 62. Design content that supports your ideal persona: • What are their pain points? • What questions do they need answers to when making this [huge] decision? • What are our school’s pain points? • How will my persona best absorb content? (blog, video, infographic) • How far along are they in their buyers’ journey? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 62
- 63. Design content that supports your ideal persona: • What are their pain points? • What questions do they need answers to when making this [huge] decision? • What are our school’s pain points? • How will my persona best absorb content? (blog, video, infographic) • How far along are they in their buyers’ journey? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 63 Helpful content is key in building trust!
- 64. Buyer’s Journey Content is what will get people to your site and generate interest about your brand. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 64 CONSIDERATION DECISIONAWARENESS
- 65. Buyer’s Journey Content is what will get people to your site and generate interest about your brand. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 65 CONSIDERATION DECISIONAWARENESS Blogs Checklists Infographics Webinars Blog Post: How Inquiry-Based Learning Promotes Creativity
- 66. Buyer’s Journey Content is what will get people to your site and generate interest about your brand. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 66 CONSIDERATION DECISIONAWARENESS Blogs Checklists Infographics Webinars Case Studies Research Newsletters Fact Sheets Blog Post: How Inquiry-Based Learning Promotes Creativity Research: Benefits of an N-8 Education
- 67. Buyer’s Journey Content is what will get people to your site and generate interest about your brand. ©Association of Independent School Admission Professionals Annual Summer Institute 2016 67 CONSIDERATION DECISIONAWARENESS Events Brochures Personal Tours Application Blogs Checklists Infographics Webinars Case Studies Research Newsletters Fact Sheets Blog Post: How Inquiry-Based Learning Promotes Creativity Research: Benefits of an N-8 Education Event: Open House
- 68. For Example: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 68 Consideration Stage
- 69. How to convert customers with content: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 69 Helpful Content
- 70. How to convert customers with content: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 70 Capture Key Information Easy to Share
- 71. How to convert customers with content: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 71 Strategic, Supportive Follow Up
- 72. How to convert customers with content: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 72 Even More Strategic, Supportive Follow Up
- 73. ACTIVITY ©Association of Independent School Admission Professionals Annual Summer Institute 2016 73 • What kind of awareness offer could you create? • What kind of consideration content could you create? • What kind of decision content could you create? CONSIDERATION DECISIONAWARENESS
- 74. ESTABLISH TRUST 74©Association of Independent School Admission Professionals Annual Summer Institute 2016
- 75. How to establish trust with content ©Association of Independent School Admission Professionals Annual Summer Institute 2016 75 • Don’t spam
- 76. How to establish trust with content ©Association of Independent School Admission Professionals Annual Summer Institute 2016 76 • Don’t spam • Keep the buyer’s journey in mind with your content
- 77. How to establish trust with content ©Association of Independent School Admission Professionals Annual Summer Institute 2016 77 • Don’t spam • Keep the buyer’s journey in mind with your content • Send what people want you to send/what you truly think they might be interested in….when they’re ready!
- 78. How to establish trust with content ©Association of Independent School Admission Professionals Annual Summer Institute 2016 78 • Don’t spam • Keep the buyer’s journey in mind with your content • Send what people want you to send/what you truly think they might be interested in….when they’re ready! • Be sure your content/messaging is consistent
- 79. Why is trust so key to marketing? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 79 • If you build trust, you build loyalty
- 80. Why is trust so key to marketing? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 80 • If you build trust, you build loyalty • Loyal prospects and customers will be your school’s biggest evangelists • Word of mouth
- 81. Why is trust so key to marketing? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 81 • If you build trust, you build loyalty • Loyal prospects and customers will be your school’s biggest evangelists • Word of mouth • When establish trust, your work is done
- 82. CONVERT LEADS TO HAPPY CUSTOMERS 82©Association of Independent School Admission Professionals Annual Summer Institute 2016
- 83. Not all leads are qualified! ©Association of Independent School Admission Professionals Annual Summer Institute 2016 83 Anatomy of a qualified lead • Engaged with your brand • Decision-making process of the buyer’s journey • In line with your ideal persona(s) Focus on qualified leads = higher inquiry: application ratio
- 84. Use Workflows to Nurture Leads: ITTT ©Association of Independent School Admission Professionals Annual Summer Institute 2016 84
- 85. Use Workflows to Nurture Leads: ITTT ©Association of Independent School Admission Professionals Annual Summer Institute 2016 85 Workflow Considerations: • Where is this customer in his/her buyer’s journey? • Which content will be helpful to share with them at this time? • Which content have they already seen? • Which content will help them move on to the next stage?
- 86. Use Workflows to Nurture Leads: ITTT ©Association of Independent School Admission Professionals Annual Summer Institute 2016 86 Workflow Considerations: • Where is this customer in his/her buyer’s journey? • Which content will be helpful to share with them at this time? • Which content have they already seen? • Which content will help them move on to the next stage? CONSIDERATION DECISIONAWARENESS Workflows will help you generate and nurture qualified leads.
- 87. WHY SHOULD YOU CARE ABOUT INBOUND MARKETING? 87©Association of Independent School Admission Professionals Annual Summer Institute 2016
- 88. Why you should care: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 88
- 89. Why you should care: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 89 • Your web presence is key – one of the first impressions you make!
- 90. Why you should care: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 90 • Your website is only powerful if you’re driving traffic to it • Your web presence is key – one of the first impressions you make!
- 91. Why you should care: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 91 • Your website is only powerful if you’re driving traffic to it • Your web presence is key – one of the first impressions you make! • Results and decisions are measurable
- 92. Why you should care: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 92 • Your website is only powerful if you’re driving traffic to it • Your web presence is key – one of the first impressions you make! • Results and decisions are measurable • Opportunity to automate Admissions processes
- 93. Why you should care: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 93 • Your website is only powerful if you’re driving traffic to it • Your web presence is key – one of the first impressions you make! • Results and decisions are measurable • Opportunity to automate Admissions processes • Long term strategy – up front investment high, but opportunity to save ad money over time
- 94. Why you should care: ©Association of Independent School Admission Professionals Annual Summer Institute 2016 94 • Loyal leads = loyal customers = opportunity for better retention • Your website is only powerful if you’re driving traffic to it • Your web presence is key – one of the first impressions you make! • Results and decisions are measurable • Opportunity to automate Admissions processes • Long term strategy – up front investment high, but opportunity to save ad money over time
- 95. QUESTIONS & ANSWERS 95©Association of Independent School Admission Professionals Annual Summer Institute 2016
- 96. Want to learn even more? ©Association of Independent School Admission Professionals Annual Summer Institute 2016 96 Attend the Inbound Deep Dive Session this afternoon
- 97. P.O. Box 709 Boston Post Road Madison, CT 06443 www.aisap.org 203.421.7051 97©Association of Independent School Admission Professionals Annual Summer Institute 2016