inbound school marketing
DESCRIPTION
It Doesn't Matter What You Call It, An Inquiry Is A LeadTRANSCRIPT
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Inbound School MarketingIt Doesn’t Matter What You Call It,
An Inquiry Is a Lead
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.com
doteduguru.comhubspot.comnuCloud.com
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Why Am I Talking to You?
?
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What I Do?
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Marketing Has Changed
1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
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Inbound Marketing
Blog SEO Social Media
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Inbound Marketing ProcessTools• Content Mgmt• Blogging• Social Media• SEO
• Offers / CTAs• Landing Pages• Emails• Lead Intel
• Analytics
Process• Publish• Optimize• Promote
• Target• Capture• Nurture
• Test• Analyze• Repeat
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What is the purpose of our
website?
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If a tree falls in a forest and noone is around to hear it, does it
make a sound?
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What is Important?
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IMPORTANT• Give Us Money!• But How?
• Applicants• Schedule a Visit• Download
Catalog
• Get on Mailing List
• Alumni Donations
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More Inquiries!
• Need to increase Inquiries!
• But How? What is that going to cost?
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An Inquiry is a Lead!
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Are you doing this?
Admission
FinancialAid
BusinessOffice
Closed Loop Marketing
Yes, same forDevelopment
Web Team
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What is a Lead?
• A lead, in a marketing context, is a potential sales contact: an individual or organization that expresses an interest in your goods or services.
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What is a Lead?
• A company's lead generation efforts and its approach to dealing with leads can significantly impact its success in the marketplace.
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Lead Practices
• Lead Generators: any marketing-related activity intended to publicize the availability of a vendor's product or service.
1.Complete an Application
2.Schedule a Visit
3.Download a Catalog4.Sign up for a
Monthly Newsletter
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Lead Practices
• Lead Nurturing: the practices that a company establishes for dealing with potential leads.
1.Blogging2.Newsletters
3.Phone Calls4.Open Houses
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Lead Practices
• Lead Scoring: processes or software designed to rank the importance of leads to the company.
CRM
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How Much Do I Spend On Leads?
• Without the concept of a Lead you aren’t able to consistently measure ROI
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What Is The Value?
• What is the value of a student?
Value = avg years * (cost – avg discount)
• So what is an applicant worth?
App = Value * Conversion rate from applicant to enroll
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Let’s Do Some Math
• Average Years = 3• Cost Per Year = $20,000• Average Discount = $10,000
• Student Value = 3 * ($20,000 - $10,000)• So a Student is worth
$30,000!
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Let’s Do Some Math
• Student Value = $30,000• Conversion Rate in Applicant = 20%
• App Value = $30,000 * .2• So an Applicant is worth
$6,000!
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A Lead Is Worth$6,000!
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Slow Down…
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So Many Directions
to Go…
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SubDomainURL Structure
Analytics InstalledSite Layout
Site ArchitectureLead Tracking Setup
Calls to Action Landing Pages
On-Page SEO
Keyword Research
BloggingLink Building
Content Creation
Be Social
Inbound Marketing
Success Pyramid
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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Defining Goals
• Business Goals• What your site must accomplish?• Who is your audience?• What makes you special?
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Free Website Grader Report
http://website.grader.com/
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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Content
• Creating the great content that tell the stories• If you don’t have this the rest simply doesn’t
matter
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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Navigation
• Usability• Cross Linking Content• Sitemap• Footer
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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Search Engine CrawlersAre Your Blindest Users
GoogleYahoo Microsoft
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The Lynx Browser
http://bit.ly/lynx
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Accessibility
• 508 Compliance• Search Engine Optimization• CSS friendly
• educheckup.com
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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Site Intelligence
• Site Search• Analytical Tracking• Lead Intelligence
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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YouTube Isn’t Alone
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Student Blogs
http://www3.imperial.ac.uk/campus_life/studentblogs
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RSS & Calendar
http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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Link Building
• Content Creation Strategy• “If You Build It, They Will Come”
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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Site Optimization
• Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.
PageTitle
MetaDescription
MetaKeywords
URLs
Headers
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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Marketing Efforts
• Landing Pages• Email Marketing• Advertising• Promotional
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So Where To Start?
1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media
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Social Media
Build Relationships
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Final Thoughts
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Inbound Marketing is NOT a sprint…
it’s a Marathon
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Consistency is Key!
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Inbound Marketing ProcessTools• Content Mgmt• Blogging• Social Media• SEO
• Offers / CTAs• Landing Pages• Emails• Lead Intel
• Analytics
Process• Publish• Optimize• Promote
• Target• Capture• Nurture
• Test• Analyze• Repeat
![Page 66: Inbound School Marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062418/5556109ad8b42a3f168b4f76/html5/thumbnails/66.jpg)
Inbound School Marketing: It Doesn’t Matter What You Call It, An Inquiry Is a Lead
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.comdoteduguru.com
hubspot.comnuCloud.com
Questions?