10 things universities should know about inbound marketing
TRANSCRIPT
10 Things Universities Should Know AboutInbound Marketing
More Inbound Marketing Stats
#1 People Don’t Research the Way They Used to
44% of direct mail is never opened
86% skip TV commercials
91% unsubscribe from emails
200 Million say “do not call”
of prospective students view college website via mobile devices
of students find college websites to be a reliable sources of information
of students used social media when deciding to where to enroll
50% 97%
76%
#2 Internet Has Become The Authority
81%of consumers research online before making a major purchase
#3 There are Opportunities for Universities who Take Internet Marketing Seriously
#3 There are Opportunities for Universities who Take Internet Marketing Seriously
What is Outbound MarketingWhen Brands Interrupt What You Want to Do
With What They Want You to Buy
#4Outbound Marketing: When the Brand Interrupts
#5Inbound Marketing:When the Brand Adds Value to the Client’s Research Process
Inbound MarketingWhen Brands Attract Customers by Being
More Useful Online Than Their Competitors
- Answer the questions of non-traditional students- Best Jobs for Mom’s Re-entering the Workforce- Best opportunties to qualify for a PTCC- 5 Things Nurses Should Know Before Getting an Online Degree- 5 Mistakes People Make When Getting an Online Degree- Best Advice on How to Get a Job After the Army- 10 Things You Should Do Before Your Service Ends in the Navy
- Answer them on Social Media- Facebook- Google+- Twitter- YouTube
#6Inbound Methodology
2nd Organic Result:
Reoccurring asset, will
continue to appear year after year
Paid Results: “online
MBA” costs $59/click
#7Attract Students Through Useful Content
•Social media has a 100% higher lead-to-close rate than outbound marketing. (State of Inbound Marketing, 2012)
•Companies that acquired customers from Facebook: B2C is 77% and B2B is 43%. (State of Inbound Marketing, 2012)
#8Use Social Media to Promote Useful Content
•Auto-posting to Facebook decreases likes and comments by 70%. (Digital Buzz Blog 2012)
#8Beware of Trying to Use Social Media for Outbound Marketing
#9Use Calls to Action and Premium Content to Convert Visitors to Leads
Convert Visitor to a
Lead
Meet Professors
Student Success Stories
Info on Campus
Visit
Info on Financial
Aid
Push towards “apply now”
#10Nurture Leads Through Offersand More Premium Content
QUESTIONS?
81%of global Internet users research products online before making a big purchase. (Retailing Today, 2013)
Inbound Marketing and Search Engine Optimization
1.Relevant2.Local3.Authoritative
#4 What is Relevant
Be the Search!
2.Learn what terms are not toocompetitive to be attained(moz.com)
1.Learn what terms students use when searching (AdWords, Market Samurai, etc.)
3.Make sure your website is setup to effectively tell Google what youdo (title tags, alt tags, etc.)
•Who links to your website?
•How many sites link to your website?
•How often is your page shared on social media?
•Who shares it on social media?
What is Authority?
• Blog
•ContentPlus published that blogs give websites 434% more indexed pages and 97% more indexed links.
•92% of companies who blogged multiple times a day acquired a customer through their blog. (HubSpot State of Inbound Marketing, 2012)
• Create Premium Content - things worth sharing and linking to
• eBooks
• White Papers
• Infographics
• Webinars
• E-mail things that people want to get, not to advertise
How to Establish Authority
HubSpot Tools Overview2
KeywordsDiscover which keywords will bring the best organic traffic to your site and analyze your paid search campaigns.
• Track which keywords drive the best visitors & leads
• View difficulty, current rank and search volume
• Get recommendations for low-hanging fruit
• Compare your rankings to competitors
BloggingCreate long-lasting marketing assets by publishing blog articles optimized to get found and generate leads.
• Create content to develop your thought leadership and get found online
• View detailed SEO recommendations for improving your content as you type
• Automatically publish to your social media accounts
Call to ActionBuild professional CTAs in minutes to convert your visitors into leads, complete with A/B testing.
• Build CTAs or upload your own custom images
• Display CTAs on your pages, blog posts and emails
• Display Smart CTAs based on contact properties
Landing PagesCapture inbound leads through your website with landing pages that are easy to customize and track.
• Build optimized landing pages in minutes without a developer
• Choose from multiple templates
• View detailed conversion analytics
• Integrate with your CTAs, contacts and social media accounts easily
Email MarketingSend personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective.
Collect valuable information on your leads for segmentation, personalization, and follow up by your sales team
• Personalize your message, sender, and subject lines
• View detailed engagement analytics
• Choose from a variety of pre-tested templates
Workflows Automation App Trigger email messages and activities within your contact records to automate your email marketing strategies.
• Trigger emails, actions in your Contacts database & webhooks
• Create custom lead scoring
• Move leads easily to different workflows and lists
• View detailed engagement data
SourcesAnalyze which of your marketing activities are driving the highest ROI in terms of visits, leads, and students.
• Track how your marketing is performing in terms of visitors, leads & students
• Measure the ROI of your marketing campaigns
• Drill into detailed reports on your performance
• Compare the effectiveness of your marketing channels
Competitors ReportAnalyze how you compare to your competitor’s online presence.
Typical Student’s Journey