1. Bring More Organic Traffic
to Your School’s Website
with Inbound Marketing

2. 2

3. Today’s Presentation
Blanka Kasalo
Director of Content Strategy
Scott Cross
Regional Sales Manager, North America

4. Today’s Presentation
1. What is Inbound Marketing?
2. Fundamentals
Audience Research & Personas
Key Marketing Messages
Keyword Research
3. Writing Content for your audience
4. Sharing and Promoting Your Content
5. Reporting on your Progress

5. Inbound Marketing VS SEO
Boosted
Posts
Blogs

6. Boosted
Posts
Blogs
● Building links to your
website improves SEO
●
● Research keywords that
rank highest in your
category
●
● Place keywords in titles,
tags, metadata of your
website pages
●
● Place keywords in your
blog titles and text
● Create SEO-infused
Content & post it
to drive traffic
INBOUND
to your website
● Get your audience
in your house
●
● Supply content that
is relevant & useful
●
● Develop trust &
loyalty
Inbound Marketing VS SEO
IS
Boosted
Posts
Blogs

7. Poll #1
How many of you post blogs,
social media, email content
with the focused objective to
drive traffic to your website?
YES
THERE ARE SOME LINKS
IN OUR POSTINGS,
BUT IT’S NOT STRATEGIC
NOT YET

8. 8
The First Steps in
Building an
Inbound Content Marketing Strategy

9. Research Your Audience to Build Personas
To make your content
relevant, useful, and
shareable for your
audience …
you must research your
audience.

10. Persona Development: Background
“Anna” the Avid Online Learner
Background
● May be either male or female
● Aged 18-25
● May come from Southeast Asia, China, India, Central America,
or the Middle East
● May have recently moved to North America or Europe
● Will hear about (School Name) through social media or online
research

11. Persona Development: Motivations
“Anna” the Avid Online Learner
Motivations
● Is looking to improve their English skills to improve job prospects in a time of
economic uncertainty
● Mostly focused on academic outcomes, but welcomes the opportunity to
meet new people and practice English with like-minded individuals remotely
● Wants a school that has robust online learning software and qualified
instructors
● Seeking a school that offers ample online resources to help students excel
remotely
Your prospective
student motivations drive
the messaging of your
digital marketing
content.

12. Persona Development: Concerns
“Anna” the Avid Online Learner
Concerns
● Nervous about the quality of instruction they’ll receive online, and whether
or not online learning will help them develop the English skills they need
● Worried about having the self-control and dedication required to complete
their course work from home
● Concerned about the ability to practice their English skills with their peers
online
Your messaging can be
focused to overcome key
barriers to booking.

13. “Anna” the Avid Online Learner
Motivations
• Wants a school that has robust online
learning software and qualified instructors
Concerns
• Concerned about the ability to practice
their English skills with their peers online
All (School Name)’s online courses use a
comprehensive learning platform and are taught
by qualified instructors
(School Name) boasts small online class sizes,
with an average of 6 learners per session. This
allows for ample conversational practice
between students
Key Messages
Key Marketing Messages

14. Use Google Search
Console to see
which search terms
are drawing the most
organic search traffic
to your website.
Keyword Research

15. Use Google Search
Console to see
which pages are
attracting the most
clicks via organic
traffic.
Keyword Research

16. Keyword Research
Use online services to
brainstorm additional
keywords that are
top-performers in your
category.

17. Branded vs. Non-branded Keywords
BRANDED NON -BRANDED
➛ Undergraduate
➛ Bachelors
➛ Graduate
➛ Masters
➛ Engineering or Nursing or MBA
➛ Professional Development
➛ Continuing Studies
➛ Learn English for Business
➛ School Name
➛ School Name University/
College
➛ School Name City
➛ School Name State/Region
➛ School Name MBA
➛ School Name Degree
➛ School Name English

18. Poll #2
Are you researching the top-performing
keywords in your school’s category &
speciality?
And, are you implementing them?
Yes, consistently
Um, need to
work on that
Well, periodically

19. 19
Writing Your
Content
with Inbound Marketing in Mind

20. Creating Keyword-infused Inbound Content
Is our content up to date,
and using relevant keywords
throughout?

21. Writing Topical Headlines for SEO
➛Use your keywords list at the start to define the
scope of the piece
Writing Content (copy & blogs) for SEO
1) Put your keyword list away for now
2) Write your content
3) Then check if your keywords are visible
4) If not, try to work them in
Creating Keyword-infused Inbound Content
Use Google Search Console to
understand keyword usage

22. Including FAQ Text in Your Blog Copy

23. Including FAQ Text in Your Blog Copy

24. Poll #3
How many of these 3 things does
your Inbound Marketing achieve?
1. Audience Personas
2. Key Marketing Messages
3. Keyword-infused Content
All 3 !!
0 - 1
1 or 2

25. What Are Content Clusters?
➜ Content clusters are an SEO content
strategy
➜ They are designed to position your
website as an authority for one or many
subjects
➜ Build your content clusters around the
various courses and programs your
organization offers and link with
internal links

26. Easy ukulele
songs for
beginners
Ukulele
strumming
patterns
Easy ukulele
songs for kids
Easy
ukulele
chords
Topic Clusters: Example
Pillar Page: umbrella term
Subtopics: an aspect of the main
idea
How to
play
ukulele
11k monthly searches
1.5k monthly searches 4k monthly searches
4.3k monthly searches
6.2k monthly searches

27. 1) A Content Calendar assigns topics with seasonal intent & relevance
2) Assign which staff will create & update each week/month
Use a Content Calendar to Track & Assign

28. 1) A Content Calendar assigns topics with seasonal intent & relevance
2) Assign which staff will create & update each week/month
Use a Content Calendar to Track & Assign

29. Content Creation: Advanced
BASIC
News = noteworthy info about recent or
important events
• School Ranking & Recognition
• Athletics schedules & scores
• Weather-related closures
• Student resources available

30. Content Creation: Advanced
BASIC
News = noteworthy info about recent or
important events
• School Ranking & Recognition
• Athletics schedules & scores
• Weather-related closures
• Student resources available
ADVANCED
Blog = regularly updated, written in an
informal or conversational style, delivering
information of interest and value to its
audience
• Student success stories
• Next-level instructors
• Showcase your learning experience
• Student life (in & out of the classroom)
• How your program is unique
• Alumni stories

31. 31
Sharing Your
Website Content
using Social Media Posts

32. Sharing Content via Social Media
Share on Twitter
Publish content
on your website
Share on LinkedIn
Share on Facebook

33. Answer the Questions Your Audiences Asks
Share on Twitter
Use your keyword list to plan your
social media content calendar.
Create posts, stories, and other
content that revolve around these
keywords. Ensure that your content
provides value and answers
questions related to these keywords.

34. SEO Optimized Captions
Parents
(Facebook)
Students
(Instagram)
Parents and Students
(YouTube Shorts)
Are you looking for an academic institution that
will propel your student toward future success?
🚀
Then it may be time to consider R-MA, one of the
top-rated private schools 🎓.
On our beautiful 135 acre campus, students can
find a supportive community waiting to help them
achieve their goals.
No matter whether students choose our boarding
or day school option, they’ll learn in an
environment that puts their success first. This
commitment to student success is made apparent
in our 100% college acceptance rating.
Interested in hearing more about our admissions
process? 👉 Click on the link in our bio. 🔗
#RMA #EducationForExcellence
#FindYourPassion #SuccessStory #USA
Do you dream of a bright future, one where
you’ve accomplished all your goals? 💭
Make it a reality at R-MA! 🚀
As one of the top-rated private schools, we can
help you work towards a meaningful future!
Some highlights of our school include… 👇
🎓A 135 acre campus that offers both boarding
and day school options
🎓A supportive community-like environment 🎓A
commitment to helping students reach their full
potential
🎓An average college acceptance rate of 100%
Want to learn more about us? Click on the link in
our bio–we look forward to meeting you. 🔗
#RMA #EducationForExcellence
#FindYourPassion #SuccessStory #USA
Meet R-MA, one of the top-rated private
schools! 👋
Here, our students work towards promising
futures--all while reaching their goals and
discovering their full potential. 🚀
Discover our admissions process today:
#RMA #EducationForExcellence
#FindYourPassion #SuccessStory #USA
SEO Keyword: Top-rated private schools

35. Boosting Your Blog Post on Social Media
Post to Your Followers
Boost to Look-alike
Audience

36. Boosting Your Blog Post on Social Media
Boost to Look-alike
Audience
Why Boost?
● Introduce your school to a new, targeted audience
● Showcase your school as a trusted resource
● Begin building a relationship with this new audience
● Drive NEW audiences to your website
○ They are likely to return as organic traffic

37. 37
Measuring Inbound’s Impact
on Organic Traffic
AND Organic Leads

38. Measurement & Analysis: Channels

39. Channels will deliver
different conversion
rates & quality:
HIGHEST QUALITY
Organic
Email
Referral
Measurement & Analysis: Channels

40. Review - Inbound Marketing to Increase
Organic Website Traffic
• Define your school’s Audience: Build Personas and Key Marketing Messages.
• Create Content that speaks to your audiences & showcases your school.
• Infuse your content with top-ranking SEO keywords.
• Add links to your Social Media posts driving traffic to your website.
• Boost social media posts to bring your message to an all-new audience.
• Link blog articles topically with program page to create Content Clusters.
• Measure & Analyze Goals in your Website Analytics

41. Request a Free Digital Assessment
Start now at www.HEM.agency/assessment
Analyze you online
presence with out
marketing experts.
REQUEST AN
INBOUND MARKETING
ASSESSMENT!

42. Free Inbound Marketing Consultation
Steve Carter
Sales Representative Europe/UK
+44 7888867469
scarter@higher-education-marketing.com

43. Free Inbound Marketing Consultation
Scott Cross
North America Regional Manager
514-312-9048
scross@higher-education-marketing.com
Mackenzie Zak
North America Client Representative
614-705-0513
mzak@higher-education-marketing.com