The rules of the game have changed. Having a website is standard practice but your website is more than a branding piece for your institution. The majority of almost every school’s annual budget comes from tuition so helping increase enrollment has to be the site's top priority. Are you fully leveraging it for a marketing purpose? How is your social media, blogging, mobile efforts and search engine optimization coming together to help you meet these goals? In this presentation, you'll get a blue print for success. We will discuss the importance of your website in the marketing and recruitment funnel, how you can actually get a ROI on marketing and give you formulas and calculators to financially justify future projects.
http://2012.highedweb.org/EventDetail.aspx?guid=7ef9df82-b884-43ae-b5bd-b11066cb0ad4
25. 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
27. What is the value of a Student?
• 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!
28. What is the value of an Applicant?
• Student Value = $30,000
• Conversion Rate in Applicant = 20%
• App Value = $30,000 * .2
• So an Applicant is worth
$6,000!
30. What is a Campus Visit Worth?
• 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!
31. What is a Virtual Tour Visit Worth?
• 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!
32. Do You Think 1,000
People Would View Your
Map In A Month?
37. You can use this same
process to decide the value
of doing any web project
38. Possible Important Items
Admission Specific General Goals
• Apply to College • Sign up for eConnect
• Schedule a Campus Visit updates
• Request Info • Watch Videos
• Download the • Subscribe to RSS
Viewbook • Become Facebook Fan,
• Take a Virtual Tour Member of a Group
• Join Linked In
• Read Blogs
38
41. 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
42. 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
44. 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
45. 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?
45
46. How Do You Convert?
• Conversions require Landing
Pages
• A Landing Page is a Page with
a Form on it.
47. Three Steps of a Conversion Process
1. The Call to Action
2. The Landing Page
3. The Follow-Up
48. The Call to Action
• Are your offers compelling?
• Call to action best practices
– Create urgency
– Include an image
– Contrasting colors
– Be specific/inspirational
50. 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
51. The Follow-Up
• Thank you page
• Auto response email
• Additional channels to connect
• Opportunities for further engagement
– Lead Nurturing
– Email Marketing
– Phone Calls
53. 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
59. 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
60. 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
61. Long Tail Keywords
• Computer Science
• Computer Science Major
• Computer Science Degree
• Computer Science Program South Carolina
• Computer Science Degree South Carolina
69. 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.
70. 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
72. 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)
79. 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
85. If a tree falls in a forest does it make a sound?
86. 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
91. 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!
92. 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
95. Questions?
Kyle James
@KyleJames
kyle@nucloud.com
Notes de l'éditeur
What gives me the right to talk on this subject with authority?
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
We have heard for years that the physical campus tour is the single most important element in the recruitment process and now we have the data to back that up.https://www.noellevitz.com/papers-research-higher-education/2012/e-expectations-college-student-conversations
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.