@schneiderb @peterdbaron

How Your Data Can Drive Your Inbound Marketing Campaign

Agenda:

1. Introduction

2. Inbound Marketing Blueprint: Learn from Brendan’s mistakes.

3. Hands on work with Google Analytics

4. Creating an Inbound Strategy: Porter’s Leads

Learn From My 6 Inbound Marketing Mistakes

SSATB Annual MeetingSeptember 18, 2013

Brendan Schneideremail: brendan@schneiderb.comtwitter: @schneiderbblog: www.schneiderb.com

Our Story Sewickley Academy

What I Came Up With

Tradtional Outbound Marketing

Results

If you can’t measure it you need to seriously consider why you do it.

Social Media By Itself

Results

Social media by itself will not solve enrollment issues.

Inbound Marketing

• Personas

• Keywords

• Search Engine Optimization (SEO)

• Content

• Social Media

Inbound Marketing

Unfocused Content

You need a content creation plan to keep your inbound marketing strategy focused.

It’s All About You

Results

Get Traffic

75/25/1 RuleEducate/Entertain

Your content efforts should be about your audience. It’s really not about YOU!

Personas without Internet Data

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)

Personas - Version 1.0

Personas - Version 2.0

Creating personas is an art as well as a science - focus on solving people’s problems.

Not Spending Time with Your Data

Information In Your Data

Time spent with your data will allow you to work smarter - not harder.

How to Best Use Google Analytics to Maximize Your Marketing Efforts

Audience Overview

Site Content

Site Speed

Mobile Overview

Organic Search Traffic

Are you using Google Analytics?

Are you using Google Analytics?

Admin > Account Administration > Properties > Tracking Info

<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-6623692-1']); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

Do you understand what your site visitors need?

Janet Whistler Frank Jacoby• 38 years old

• 10 years in school communications• Worked in advertising prior to schools on

the creative side• Excited about social media, but has limited

time & resources to “learn it all”• She’s active on Twitter both personally and

professionally• Looking to build a professional network

• Interested in feedback

43 years old• 17 years teaching

• Switched over to administration 4 years when a new position was created for an

Academic Integration Director• Very active on Twitter

•Likes to share new ideas and bring new opportunities to his faculty

• Active in the edTech community at the regional level

http://bit.ly/ssatbprecon

Navigate to Audience > Overview. Select the following date rage: 9/1/12-8/31/13.How has ESM's traffic sources fared from 9/1/12-8/31/13? Compare it to the same time period from the previous year.  Look at key performance indicators on the dashboard — new vs returning, page visits, visit duration, bounce rate, etc.

Questions:Is traffic up? How is traffic distributed by country? Where are our biggest audiences? What initial assumptions can you make about our traffic?

Path: Audience > Overview > Select Date Range

1) Task:

Navigate Site Content > All Pages. Select the following date rage: 9/1/12-8/31/13.From 9/1/12-8/31/13, what are the five most popular pieces of content? What are the five least popular content items?Hint: there are 453 pages and posts (as of 9/16/13) on ESM to weed through. Use the “Show Rows” tool at the bottom of the page to jump to the last five posts.

Questions:Is there a common theme or ingredient shared across all five of the most popular posts? Good writing, videos, engaging graphics?

Compare & contrast it to ESM's five blog posts (you can weed out event pages) with the fewest visitors. What stands out? How could the existing content be improved to make them more relevant & engaging?

Path: Site Content > All Pages

2) Task:

Navigate to Content > Site Content > All Pages. Select the following date rage: 9/1/12-8/31/13.Use the “All Pages” option in Site Content to find the second most popular piece: 7 Tips for Citing an App in MLA Format. Click on the link and then use the secondary dimension to determine the sources of traffic for this page.

Questions:Why is this is page performing well on google? Approximately how many links are you seeing pointing to the article? What are the organizations who are linking to the post? Could other organizations benefit from linking to this post?

Path: Content > Site Content > All Pages

3) Task:

Navigate to Audience > Mobile > Overview. Select the following date rage: 9/1/12-8/31/13.View the report to determine the types of devices people are using to visit the site.

Questions:How have people used the site over the past year?  What are the most popular devices? What percentage of people use mobile to access edSocialMedia? Compare it to the year prior, how has mobile grown? What should we keep in mind if we were to redesign ESM?

Path: Audience > Mobile > Devices

4) Task:

Navigate to Audience > Demographics > Location. Select the following date rage: 9/1/12-8/31/13.Generate a report that shows the States that refer the most traffic. Click into each state to see the data by city.

Questions:As ESM plans the event schedule for the next year, based on location data, what states should be considered? Even more specifically, what cities or general areas make the most sense?

Path: Audience > Demographics > Location

5) Task:

Navigate Traffic Sources > Social > Overview. Select the following date rage: 9/1/12-8/31/13.Analyze the referrals and the social platforms.

Questions:How many visits came from social? Specifically, which platform are represented? What are the top five social platforms? Compare that to the same time frame from the previous year: have the top social platform changed? Based on Twitter referrals, what thematically ties the successful content together?

Path: Traffic Sources > Social > Overview

6) Task:

What trends did you find?

Is the data validating assumptions about edSocialMedia personas?

If not, what do you change? Do you adjust the personas? Or do you “double down” on the personas that you created, and work harder to reach those groups?

How can you see applying these exercises to your school’s analytics and personas?

Wrap up questions

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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