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Inbound Marketing: Overview for Higher Education

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Key features of inbound marketing geared towards the higher education sector.

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Inbound Marketing: Overview for Higher Education

  1. 1. Inbound Marketing: Overview For Higher Education Andrea J. Simon, Ph.D. President and CEO Andrew L. Simon, MBA Inbound Marketing Partner Inbound Marketing
  2. 2. The Times They Are A-Changin’ An Anthem for the Times
  3. 3. For any college… • Key questions are: – Does our online content answer someone’s question about…? – Does our website come up on the first page on Google? As the response to which keywords? – Does it keep the right people coming back for more? Do we “fit” their needs and do they “fit” ours? – Do we nourish them? Delight them afterwards? – Are we the authority on the topic that we want to “own?” – Can we attract the right students more cost effectively?
  4. 4. From Push It Out To Pull Them We Know that Marketing is Going Through a Major Transformation
  5. 5. LET ME INTRODUCE HUBSPOT Why We Love the Platform
  6. 6. • HubSpot was founded in 2006 as a result of a simple observation: people have transformed how they live, work, shop, and buy, but businesses have not adapted. • HubSpot is on a mission to make the world more inbound, one business transformation after another. • SAMC is HubSpot certified.
  7. 7. 1 Text goes here Funded Sequoia Capital, Google Ventures & Salesforce Founded by MIT Sloan Graduates 13,000 customers worldwide HubSpot growth rate of 6015% Average HubSpot customer lead growth: 32% Over three years
  8. 8. ALL-IN- ONE Text goes here Text goes here Social MediaContent Creation Email & Lead Nurturing SEO Marketing Analytics Marketing Automation Landing Pages HubSpot simplifies your marketing by pulling together everything you need to grow your business
  9. 9. BEGIN WITH COLLEGE STORIES Some Illustrative Case Studies
  10. 10. Does It Work? • Before HubSpot: • Had trouble identifying who was actually visiting their website • Extremely long forms limited their ability to convert prospective students to applicants
  11. 11. With HubSpot
  12. 12. • HubSpot Landing Pages made it easy to create short, simple forms that resulted in a big boost in leads and prospects. • HubSpot Analytics enabled Florida Institute of Technology to see how their website was performing overall, which marketing activities were generating the most traffic and leads, and where to increase or cut marketing investments. • HubSpot Lead Management helped the marketing team at Florida Institute of Technology more effectively nurture prospective student leads, and boost their conversion rate. Their Assessment
  13. 13. Who Is Thunderbird? • Thunderbird School of Management has more than 65 years of experience in developing leaders and they are regarded as the world's leading institution in the education of global managers.
  14. 14. • Thunderbird Online is a professional development division of Thunderbird School of Global Management. • They provide online courses and executive certificates to busy professionals seeking to continue learning throughout their professional career.
  15. 15. • Thunderbird Online was having trouble driving traffic to their site, and even worse, converting that traffic. • If they wanted to publish or edit existing landing pages, they had to outsource work to an outside firm. They needed a reliable, in-house system. The Problem They Were Facing?
  16. 16. 442% increase in lead conversion 252% increase in organic traffic 50% decrease in conversion cycle After they became HubSpot users…
  17. 17. TIME TO THINK INBOUND!! For Any Organization…
  18. 18. 1 WHAT IS INBOUND MARKETING? 2 THE PHILOSOPHY: WHY INBOUND WORKS 3 THE METHODOLOGY: HOW INBOUND WORKS 4 THE TOOLS: A PLAYBOOK THAT WORKS Short Overview
  19. 19. WHAT IS INBOUND MARKETING?1
  20. 20. Instead of buying ads, buying email lists or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their own accord. WHAT IS INBOUND MARKETING?
  21. 21. INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER. Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale. Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.
  22. 22. Marketing with a magnet, not a sledgehammer.
  23. 23. THE PHILOSOPHY: WHY INBOUND WORKS.2
  24. 24. Inbound marketing is a philosophy based on the truth that consumers buy differently today than they did 10 years ago. Inbound as a Philosophy
  25. 25. Recognize that people go through different stages as they interact with your company, and each stage requires different marketing actions. Life Cycle Marketing
  26. 26. As you learn more about your leads over time, you can better personalize your messages to their specific needs. PERSONALIZATION & CONTEXT.
  27. 27. Inbound marketing is multi- channel by nature because it approaches people where they are, in the channel where they want to interact with you. Many Channels, Omni-Channels
  28. 28. Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time. Integrated and Integrative Process
  29. 29. • Building trust, not skepticism among your prospects. • Being loved, not ignored by your customers. • Outsmarting, not outspending your competitors. INBOUND MARKETING IS ABOUT ...
  30. 30. THE METHODOLOGY: HOW INBOUND WORKS.3
  31. 31. The inbound philosophy is backed by a methodology that helps brands attract, convert, close and delight visitors, leads and customers through a variety of channels such as social media, blogging, SEO, landing pages, forms and email. The Methodology: A System
  32. 32. The methodology facilitates the buyer journey through the sales funnel – from strangers to promoters of your brand.
  33. 33. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters LET’S GO THROUGH THE METHODOLOGY STEP-BY-STEP
  34. 34. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS.
  35. 35. • You want to attract people who will potentially become leads. • Attract your ideal customer or buyer persona by creating content that’s valuable and easy for them to find. • This means that you want your website and all of your postings to be written for both the “searcher” and the search engine. STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS.
  36. 36. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.
  37. 37. • Once you’ve got visitors to your site, the next step is to convert those visitors into leads by gathering their contact information. • In order to get this valuable information, you need to offer something up in return (ex: white paper or an e-book). STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.
  38. 38. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.
  39. 39. • Ok, so you’ve attracted the right visitors and converted the right leads. Now what? • You need to transform those leads into customers with targeted, automated email nurturing and social media interaction. STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.
  40. 40. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.
  41. 41. • Using context and personalization to deliver tailored messages, you need to continue to engage with, delight them into happy promoters of your college. • Very important: You don’t stop when you have that customer, or even that student. You keep engaging with them. STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.
  42. 42. Now that we’ve covered the methodology, we’re ready to dig deeper into the tools you need to get visitors (traffic), leads and customers.
  43. 43. THE TOOLS: A PLAYBOOK THAT WORKS. 4
  44. 44. Tools to attract strangers to your site include: • Blogging • Social Media • Keyword Optimization • Site Pages ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS. Blog Social Media Keywords Pages Attract Strangers Visitors
  45. 45. I want to pause here to emphasize the importance of blogging because it’s that important...
  46. 46. Companies blog because it’s one of the most effective ways to attract potential customers to your site.
  47. 47. The average company that blogs generates: • 55% more website visitors. • 97% more inbound links. • 434% more indexed pages. • But they blog—not once in awhile but every week. SERIOUSLY, BLOGGING WORKS.
  48. 48. COMPANIES THAT BLOG GENERATE 126% MORE LEADS THAN THOSE THAT DON’T.
  49. 49. BLOGGING IS REGULARLY LINKED TO HIGHER ROI.
  50. 50. Blogging isn’t the only tool that effectively attracts customers to you, though.
  51. 51. You must share remarkable content and valuable information on the social web, engage with your prospects, and put a human face on your brand. YOU NEED TO BE ACTIVE ON SOCIAL MEDIA SITES, TOO.
  52. 52. You need to carefully and analytically pick keywords, optimize your pages, create content and build links around the terms your ideal buyers are searching for. YOU SHOULD CREATE CONTENT AROUND TARGETED KEYWORDS AS WELL.
  53. 53. Search engines and users like frequently updated websites, so you need to transform your site into a beacon of helpful, fresh and optimized pages to appeal to your ideal buyers without having to rely on IT. KEEP YOUR WEBSITE FRESH WITH EASY-TO- DEPLOY SITE PAGES.
  54. 54. So what tools do you use to turn traffic into leads?
  55. 55. Tools to convert visitors into leads include: • Calls-to-Action • Landing Pages • Forms • Contacts Database CONVERT WEBSITE VISITORS INTO LEADS. Calls-to-Action Landing Pages Forms Contacts Convert Visitors Leads
  56. 56. Calls-to-action (CTAs) are buttons or links that encourage your visitors to take action, like “Download a Whitepaper” or “Attend a Webinar.” If you don’t have CTAs, or if they aren’t enticing enough, you won’t generate leads. ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION.
  57. 57. When a website visitor clicks on a CTA, they should then be sent to a landing page where the offer in the call-to-action is fulfilled, and where the prospect submits information that your team can use to begin a conversation with them. DRIVE VISITORS TO LANDING PAGES WHERE THEY CAN BECOME LEADS.
  58. 58. In order for visitors to become leads, they must fill out a form and submit their contact information. Optimize your form to make this step of the conversion process as easy as possible. USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS.
  59. 59. Keep track of the leads you're converting in a centralized marketing database so you can make sense out of every interaction you’ve had with your contacts—whether through email, a landing page or social media. HOUSE ALL YOUR CONTACTS IN ONE PLACE.
  60. 60. What tools do you use to turn leads into customers?
  61. 61. Tools to close leads into customers include: • Email • Marketing Automation • CRM Integration CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING. Email Workflows Lead Scoring CRM Integrations Close Leads Customers
  62. 62. What if a visitor clicks on your CTA and fills out a form on a landing page to download a whitepaper, but still isn’t ready to become a customer? Nurture them with a series of emails focused on useful, relevant content until they’re ready. SEND TARGETED EMAILS TO LEADS TO PULL THEM THROUGH THE SALES FUNNEL.
  63. 63. Know which marketing efforts are bringing in the best leads and whether your sales team is focused on the most qualified leads by integrating with your Customer Relationship Management (CRM) system. CLOSE THE LOOP BY INTEGRATING YOUR MARKETING TOOLS WITH YOUR CRM.
  64. 64. What tools do you use to turn customers into repeat, happy customers?
  65. 65. Tools to delight your customers include: • Smart Calls-to-Action • Social Media • Email and Marketing Automation DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND. Social Media Smart-Calls-to- Action Email Workflows Delight Customers Promoters
  66. 66. Here’s how the inbound methodology and tools all come together.
  67. 67. 1) ATTRACT: GET TRAFFIC 2) CONVERT: GET LEADS 3) CLOSE: GET CUSTOMERS 4) DELIGHT: ANALYZE & OPTIMIZE Create blog content, search engine optimize (SEO) that content, and promote it on social media sites. Place calls-to-action throughout your website, blog, social accounts, and email to drive visitors to landing pages with forms. Send leads targeted, automated emails to drive them through your buying cycle. Provide your Team with lead intelligence for more effective calls. Analyze the success of your marketing campaigns, and determine which areas need further optimization or personalization for future success.
  68. 68. You have seen the results. Ready to learn more?
  69. 69. How We Work With Clients • Education is a good starting point: We host an online or in-person seminar/webinar about the key trends in Inbound Marketing for Higher Education. • We offer a consultative audit reviewing their current online experience. • Often clients need to educate a wider audience so we conduct a series of webinars. • We the serve as an agency. Or if you prefer, as a trainer and coach educating and guiding your own staff.
  70. 70. Andrea J. Simon PhD, President and CEO Andrew L. Simon, MBA, Partner Simon Associates Management Consultants 914-261-1631 Cell asimon@simonassociates.net als@simonassociates.net www.simonassociats.netwww.simonassociates.net @andisamc @als_simon www.simonassociates.net 72Inbound Marketing Thank You! Contact Us to Learn More

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