digital marketing 101 for charter schools webinar
TRANSCRIPT
Digital Marketing 101 For Charter SchoolsWebinar March 8, 2016
Hello.
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Kim Brater VP Marketing
Charter School Capital [email protected]
971-634-1880
Michael Barber Founder
barber&hewitt [email protected]
520-591-1658
Stuart Ellis President and CEO
Charter School Capital [email protected]
877-272-1001
1. Why // Why This Matters 2. Overview // Digital Marketing Defined 3. Tactics // The Best Tools for Charter Schools 4. Resources // Where You Can Learn More? 5. Slides // SlideShare.net/CharterSchoolCapital
Agenda
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No. 1 Why does this matter? It’s about the moments.
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Online discovery is important for education choices
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No. 2 What is digital marketing? Let’s get definitive.
What is digital marketing?
• Communicating with the appropriate target audiences online in a meaningful way.
• Digital marketing can help your charter school overcome obstacles such as fundraising, enrollment, and gaining necessary support from the community.
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Your vision onlineUse your school’s purpose to create a powerful marketing message.
• Define your brand.Why is your school unique? What is the essence of who you are? Once defined, how will you deliver on your brand promise?
• What are you trying to accomplish?What is a reasonable goal for your charter school? Increasing enrollment, awareness in the community, new facilities, etc. deliver.
• Communicate strategically.What channels will you use to connect with your audience? What is most effective and efficient for your budget and goals? How will you measure results?
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No. 3 The best tactics for charter schools. The digital channels at your fingertips.
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Digital Marketing Tactics
Search Engine Optimization (SEO)
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Pay Per Click Advertising (PPC)
Email Marketing
Display Advertising
Retargeting Advertising
Video Marketing
Social Media
Mobile/responsive website
Google rolled out changes to its algorithm that favor mobile sites on April 21, 2015 .
Mobile/Responsive Website
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Ensuring your website is fully responsive and quick to load are the two most important factors in a positive user experience.
So, where do you start?
Mobile/Responsive Website
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Website platforms to consider. Build Your Home Base
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Ask the important questions:
1. Design: What does the layout look like. How is color and text used? How are visuals incorporated?
2. Innovation: Does the website look like a template, or is it original, conveying the uniqueness of the organization?
3. Content: Is the content fresh and interesting? Does it get updated frequently? (Google cares about this.)
4. Technology: Do the pages load promptly? Do the hyperlinks work?
5. Interactivity: Is the information presented in a variety of ways to engage the user, including text, video, photos, and hyperlinks?
6. Ease of Use: Is it hard it is to navigate the pages or perform a search function?
Build Your Home Base
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Google offers a free website analysis tool that outlines any technical issues that may be slowing down your website.
Google PageSpeed Insights
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www.yourwebsitehere.com
Search Engine Optimization (SEO)• “Organic” listings are free
and based on relevance to the search term.
• Goal: produce the best user experience.
• Best user experience: • Easy navigation • Fast load time • Relative content • Mobile/responsive
website
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SEO Example
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1. Person searches for “Phoenix charter schools.”
2. Person clicks organic link to SySTEM Phoenix Charter Schools.
SEO Example
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3. Person is taken to website where they are prompted to enroll.
4. Person completes the enrollment/interest form.
Local Search Results
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My Business
Put your school’s information on search, maps, and Google+ so that students and parents can find you, no matter what device they are using.
Local SEO is focused on providing search results that are relevant based on the location of the user.
Five SEO Tips for Your School1. Pick 10-15 relevant “keywords” with a monthly search volume
of 300-3,000 searches.
2. Incorporate keywords into your content naturally, as you would in conversation.
3. Write original, quality, educational content for your site. Avoid duplicating content.
4. Submit your website’s sitemap to various search engines — www.google.com/webmasters. Check indexed pages.
5. Reach out to reputable education directories and .orgs to get them to link to your website.
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Social Media
• Connect with your audience instantly, visually and on an individual basis.
• Advertising available through these platforms.
• Target your audience based on location, industry, job title, etc.
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Best for interacting with community and advocates (in real-time).
Social Media
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Don’t forget to leverage the older platforms and test the new.
Social Media
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By the numbers.
Email Marketing
• Create personalized messages and newsletters for your leads, customers, and target audience.
• Email marketing is cost effective and easy to implement.
• Email is easy for users to share and schools to track.
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Best for keeping your brand top of mind of an interested audience who opt-in for your updates.
Email Tips• Almost everyone reads emails on their phones these days; keep
emails mobile friendly.
• If you can, let the images do the talking.
• Copy/text should be minimum 15pt font
• Follow SPAM compliance. • Technically you can email email address one time, but focus
on opt-in contacts only. • Ensure you include your organization name, address, and
phone number. • Ensure you give subscribers the ability to unsubscribe.
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MailChimp is free*
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Pay Per Click (PPC)
• Organizations bid in on search terms (keywords) users are likely to use to find their school.
• Keyword examples: • “science charter school” • “Phoenix charter schools”
• Paid listings use a “Pay-Per-Click” (PPC) system where the advertiser pays for each click on the their ad.
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Best for giving a website maximum visibility to those who are searching for your school on search engines.
PPC EXAMPLE
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Display “Banner” Advertising
• Display ads appear next to content on various websites in text, image, or video format.
• Best for increasing brand awareness.
• Display campaigns can be set up to target audiences in a variety of ways: specific websites, time of day, geography, etc.
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Use visually engaging display ads to increase brand awareness and target potential customers.
Learn&More&
Retargeted Advertising
• Retargeting leverages the user’s familiarity with your brand to encourage them to complete a conversion.
• Most users do not convert on the first interaction with your brand.
• Keep your brand top of mind when they are ready to enroll, donate, etc.
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Use image advertisements to target users who have previously visited your website.
Retargeting Example
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1. Person visits website and begins contact form.
2. Person leaves the website before completing the contact form.
Retargeting Example
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3. Person continues to see brand’s ads as they surf the web.
Retargeting Example
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4. Person returns to website and completes contact form.
Video
• Help your school stand by connecting with your audience and creating videos worth sharing.
• Create a YouTube channel where all of your videos will reside for your audience to view.
• Share your videos through social media or blog posts.
• Video doesn’t have to be pricey, but it can be. Let’s look at the options…
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Bring your brand to life by creating captivating videos your audience can share.
Short video :15 / :06
38hOps://www.instagram.com/successacademy/
No. 3 Crafting A Digital Marketing Plan Bringing it all together.
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Process
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1. OBJECTIVE
2. PLAN
3. CREATE
4. IMPLEMENT
5. MEASURE
6. EVOLVE
Process > objectiveWhat are we trying to solve?
• Build awareness
• Enrollment
• Retention
• Fundraising
• Community/advocacy
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Process > PLANFour key components:
1. Budget - How much are you willing to spend to achieve your goal?
2. Strategy - How are we going to succeed?
3. Tactics - What are we going to use to succeed?
4. Metrics - What are the measurements of success?
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Example Digital Marketing Budget
20%
14%
14% 14%
38%
PPC RetargetingSocial Media Display AdsVideo
Process > createWhat content do we need for all our tactics?
• Copy
• Images
• Videos
• Templates
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Process > implementWho is going to manage the efforts?
• In-house (internal groups/advocates/volunteers)
• Agency / partner / etc.
• Blended model
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Process > measure
• Determine which metrics are valuable to your school.
• Total Traffic • Click Through Rate • Likes on Facebook
• Make changes only when results are conclusive and statistically significant.
• Utilize tools that help you track your chosen metrics and measure progress.
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How did we do? What are the quantifiable measures of success?
Process > EVOLVE
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1. OBJECTIVE
2. PLAN
3. CREATE
4. IMPLEMENT
5. MEASURE
6. EVOLVE
No. 4 Resources Tools for lifelong learners.
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ResourcesOrganic Search & Search Engine Optimization
**Google Analytics IQ Certification Moz (SEO Software) The Beginners Guide to SEO
Paid Search (PPC), Display, & Retargeting **Google Adwords Certification The Beginner’s Guide to Setting Up An Adwords Account The Beginner’s Guide to Adwords Display Advertising Tips for Creating Effective Display Ads Create Your First Remarketing Campaign 5 Tips to Maximize Your Retargeting Campaign
Email and Social Media MailChimp Hootsuite Hootsuite Resource Library How To Set Up Facebook, Twitter, and Every Other Social Media Profile
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Upcoming webinars• March 29th - Facilities Financing Options
• April 5th - Growth Strategies for Charter Schools
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Thank you.
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Kim Brater VP Marketing
Charter School Capital [email protected]
971-634-1880
Michael Barber Founder
barber&hewitt [email protected]
520-591-1658
Stuart Ellis President and CEO
Charter School Capital [email protected]
877-272-1001