using your school’s data to drive communications and boost campaign conversions
DESCRIPTION
According to a February 2013 HubSpot ROI report (a collaboration between HubSpot and MIT) 93% of companies using inbound marketing and social media are increasing their lead generation. What does that mean for independent schools? How can they use inbound marketing to generate more event sign ups, increase giving and enhance constituent engagement? From inbound marketing to landing pages; from communication outreach to conversion; the purpose of this session is to help schools identify the data they have readily accessible at their fingertips, and provide them a new perspective on how to convert that into creative content opportunities that enhance outreach campaigns. Walk away with an understanding of how to approach inbound marketing and develop the initial framework of a campaign supported by landing pages.TRANSCRIPT
@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.
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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