introduction to inbound marketing for independent schools - leigh fitzgerald & scott allenby
TRANSCRIPT
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INTRODUCTION TO INBOUND MARKETING FOR INDEPENDENT SCHOOLS.
Leigh Fitzgerald and Scott Allenby present
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Leigh Fitzgerald
Inbound Marketing Specialist, HubSpot
@LeighFitz
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Scott Allenby
Director of Communications and Marketing
@scotteallenby
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Agenda
1. What is Inbound Marketing?
2. Step 1: “Attract”
3. Step 2: “Convert”
4. Step 3: “Nurture”
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WHAT IS INBOUND?
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The way people search for information has changed dramatically.
If schools want to connect with their audience today, they have to update the way
they market.
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At its core, inbound is about building
relationships with your audience by providing
them with value
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Q: How?
A: By creating authentic content and personalized interactions throughout the admission process to attract and engage both prospective parents and students.
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Cold Emails (SPAM)
Interruptive Ads
SEOBlogging
Social Media
INBOUND
Customer - CentricTRADITIONAL
Marketer - Centric
vs.
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Inbound Marketing Funnel - Education
WebTraffic
Prospective Students
Inquiry
Application
Blog Keywords/SEOSocial Media
Calls to Action Forms Landing Pages
Segmenting Email Nurturing
Email Nurturing
Attract
Convert
Nurture
Close
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1. Attract
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Step 1: Define Your Target Audience
Create personas to better understand your target market.
• Fictional People• You can have multiple personas• Negative Personas• What to consider:
– Demographics– Geographic Location– Common Questions– Professional Background– Goals
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Developing Your Personas - Proctor Academy
Tell each persona’s story using a five chapter format: • What is their job and demographic information?• What does a day in their life look like? • What are their pain points? • Where do they go for information? • What are their common objections to your school?
High Level Ski Father
Learning Skills Mother
9th Grade Girl Mother
Upper Classman Male Athlete
Off-Campus Program Father
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Step 2: Identify Keywords (SEO)
●Know who YOU are in order to effectively target keywords
●Answer Questions ●Keyword Process:
○ Identify opportunities to shift from Paid Search to Organic○ Create list of “topics” ○ Expand on those topics○ Long-Tail Keywords○ Remember variations○ Monitor competitors
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Keyword Process - Proctor Academy
• Identify programs that are most marketable for your school.
• Identify ranking opportunities with high search volume and are ‘easy’ to rank for.
• Develop content around those keywords.
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Create Content
• Develop content unique to your school’s differentiating programs.
• Use keywords to consistently address your personas’ Pain Points.
• Blogging • Social Media
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2. Convert
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Start the Conversation
• No family is ready to apply to a school on the first visit to the website
• Start the conversation early • Process to Convert Traffic on Your Website:
– Calls to Action – Forms – Landing Pages
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Conversion Points
• What are we asking our website traffic to do? • Develop an “offer” • Examples
– Download sample curriculum – Frequently asked questions– Misconceptions of a (blank) school– Register for an on campus event – Schedule phone consultation with admissions or
financial aid counselor
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CTAs on Proctor’s Website & Communications
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CTAs on Proctor’s Website & Communications
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CTAs on Proctor’s Website & Communications
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CTAs on Proctor’s Website & Communications
• Leverage CTA’s to drive customers to the next actionable step in the admission process.
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Landing Pages
• Calls to Action link to Landing Pages• Remember:
– Clear Action Oriented Header– Explain off in 1-5 Sentences– Use bullets, numbers and bolding in the copy– Include relevant image– Form fields that are important (relevant to what
you’re giving away) – Above the fold – No menu navigation or links
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Redefine Your Forms for Inbound
• What information do you really want to capture?
• How does each form on your site allow you to leverage information for future communications?
• Reduce barriers to entry!
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3. Close
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Segment
• Create the correct segments based on what you know– Persona– Age of Child – Interests– Town/State
• Determine the next logical step in the process for that parent
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Developing Email Nurturing Streams
• Identify how someone would enter a ‘workflow’
• Identify how someone will be removed from a ‘workflow’
• Determine the next logical step in the process for that parent
• Remain personalized• Stay helpful, not salesy
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Examples of Nurturing – Proctor Academy
• Segmentation based on: – Status - parent/student – Interests - academics, arts, athletics, snow sports, off-campus
programs– Admission Stage - inquiry, visit, interview, apply, accepted,
enrolled
• Development of complex workflows based on segmentation.
Goal: To provide the right content to the right people at the right time through the right medium.
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4. Questions?
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Biggest Inbound Challenges for Independent Schools
• Content creation– Do you have a dedicated person/team who can generate
top notch content on a consistent basis?
• Data management– Your communication through segmentation is only as good
as your data - who is managing your data?
• Institutional Agility – Is your school ready to make really tough decisions on
which programs matters and which don’t? You can’t be an expert at everything…
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Next Steps
• Inbound Marketing Assessment– Review SEO strategy – Get specific suggestions on how to improve your
website/online marketing
Leigh Fitzgerald
857-829-5702
@leighfitz