using your school’s data to drive communications and boost campaign conversions

@LizESchmitt @peterdbaron

Using Your School’s Data to Drive Communications and

Boost Campaign Conversions

Conversions

Inbound marketing

Interpreting data

Iterating pages

inbound marketing

Are you using inbound marketing?

Sixty percent of companies will execute inbound marketing strategies in 2013.— ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW

“Outbound marketing is the traditional form of marketing where a company

initiates the conversation and sends its message out to an audience. ”

Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, enewsletters,

whitepapers, SEO, social media marketing, and other forms of

content marketing…Inbound marketing earns the attention of

customers, makes the company easy to be found and draws

customers to the website by producing interesting content.

HubSpot: http://bit.ly/GzKfKW

school examples?

Glog Notes

Authentic student voiceTrust: post without review content posted 7 days a weekCompensation: digital cameras70,000 views in first 4 years

Image credit: Gould Academy

Keywords

SEO

Content

Social

Personas

5 Steps to an Inbound Marketing Plan

Personas

personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way.

http://en.wikipedia.org/wiki/Persona_(marketing)

Kyle Ramsey• 14 years old• Looking to be challenged in soccer• Demonstrated interest in leadership positions• Above average academic profile• First member of his family to consider private school

Keywords

https://adwords.google.com

http://www.wordtracker.com

http://raventools.com/

http://moz.com

Keywords

SEO

<title> tagurl keywords

<H1> tag

Content

Social Media

http://www.dreamgrow.com/how-to-build-a-social-media-bomb/

courses on how to use twitter in the classroom

e-books

a list of the most relevant related posts

register for a webinar

how should we handle different screen sizes?

Landing Page

3. Directional Cues

1. Encapsulation

2. Contrast & ColorClick me!

4. Whitespace

5. Urgency & Scarcity

6. Multiscreen & RWD

10% increase in Summer Programs enrollment

25% of Summer Programs attendees attended a Porter’s

Leads event

2013-2014?

Analytics (8/1-9/9):

309 page views / 256 visitors50% bounce rate (site wide, it’s 38.8%)

Where people went after visiting the page:

Register for event 10.0%Portrait of a Porter's Graduate 6.6%Porter's Summer Programs 5.9%Welcome to Porter's 4.8%

6%

9%

14%

21% 22%

28%

< 15 seconds 1-3 minutes 15-30 seconds 30-60 seconds 3-5 minutes 5-10 minutes

Inbound Marketing Blueprint

1) Personas

Build out personas Build out personas Build out personas

2) Keywords

3) SEO

4) Content +

? ? ?

5) Social Media

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