Inbound School MarketingIt Doesn’t Matter What You Call It,

An Inquiry Is a Lead

Kyle Jamesjameskm03@gmail.comtwitter.com/kylejames

linkedin.com/in/jameskm03

kyle-james.com

doteduguru.comhubspot.comnuCloud.com

Why Am I Talking to You?

?

What I Do?

Marketing Has Changed

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalesperson

Inbound Marketing

Blog SEO Social Media

Inbound Marketing ProcessTools• Content Mgmt• Blogging• Social Media• SEO

• Offers / CTAs• Landing Pages• Emails• Lead Intel

• Analytics

Process• Publish• Optimize• Promote

• Target• Capture• Nurture

• Test• Analyze• Repeat

What is the purpose of our

website?

If a tree falls in a forest and noone is around to hear it, does it

make a sound?

What is Important?

IMPORTANT• Give Us Money!• But How?

• Applicants• Schedule a Visit• Download

Catalog

• Get on Mailing List

• Alumni Donations

More Inquiries!

• Need to increase Inquiries!

• But How? What is that going to cost?

An Inquiry is a Lead!

Are you doing this?

Admission

FinancialAid

BusinessOffice

Closed Loop Marketing

Yes, same forDevelopment

Web Team

What is a Lead?

• A lead, in a marketing context, is a potential sales contact: an individual or organization that expresses an interest in your goods or services.

What is a Lead?

• A company's lead generation efforts and its approach to dealing with leads can significantly impact its success in the marketplace.

Lead Practices

• Lead Generators: any marketing-related activity intended to publicize the availability of a vendor's product or service.

1.Complete an Application

2.Schedule a Visit

3.Download a Catalog4.Sign up for a

Monthly Newsletter

Lead Practices

• Lead Nurturing: the practices that a company establishes for dealing with potential leads.

1.Blogging2.Newsletters

3.Phone Calls4.Open Houses

Lead Practices

• Lead Scoring: processes or software designed to rank the importance of leads to the company.

CRM

How Much Do I Spend On Leads?

• Without the concept of a Lead you aren’t able to consistently measure ROI

What Is The Value?

• What is the value of a student?

Value = avg years * (cost – avg discount)

• So what is an applicant worth?

App = Value * Conversion rate from applicant to enroll

Let’s Do Some Math

• Average Years = 3• Cost Per Year = $20,000• Average Discount = $10,000

• Student Value = 3 * ($20,000 - $10,000)• So a Student is worth

$30,000!

Let’s Do Some Math

• Student Value = $30,000• Conversion Rate in Applicant = 20%

• App Value = $30,000 * .2• So an Applicant is worth

$6,000!

A Lead Is Worth$6,000!

Slow Down…

So Many Directions

to Go…

SubDomainURL Structure

Analytics InstalledSite Layout

Site ArchitectureLead Tracking Setup

Calls to Action Landing Pages

On-Page SEO

Keyword Research

BloggingLink Building

Content Creation

Be Social

Inbound Marketing

Success Pyramid

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Defining Goals

• Business Goals• What your site must accomplish?• Who is your audience?• What makes you special?

Free Website Grader Report

http://website.grader.com/

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Content

• Creating the great content that tell the stories• If you don’t have this the rest simply doesn’t

matter

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Site Architecture

• Initial Layout www.edustyle.net• Look and Feel

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Navigation

• Usability• Cross Linking Content• Sitemap• Footer

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Search Engine CrawlersAre Your Blindest Users

GoogleYahoo Microsoft

The Lynx Browser

http://bit.ly/lynx

Accessibility

• 508 Compliance• Search Engine Optimization• CSS friendly

• educheckup.com

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Site Intelligence

• Site Search• Analytical Tracking• Lead Intelligence

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Videos & Slideshows

http://www.wofford.edu/sightsandsounds/

YouTube Isn’t Alone

Audio

http://itunes.stanford.edu/

Student Blogs

http://www3.imperial.ac.uk/campus_life/studentblogs

Interactive Campus Tours

http://uscupstate.edu/map/

Social News

http://engineering.tamu.edu/news/

RSS & Calendar

http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Link Building

• Content Creation Strategy• “If You Build It, They Will Come”

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Site Optimization

• Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.

PageTitle

MetaDescription

MetaKeywords

URLs

Headers

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Marketing Efforts

• Landing Pages• Email Marketing• Advertising• Promotional

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Social Media

Build Relationships

Social Media Connections

http://wayne.edu/connect/

Final Thoughts

Inbound Marketing is NOT a sprint…

it’s a Marathon

Consistency is Key!

Inbound Marketing ProcessTools• Content Mgmt• Blogging• Social Media• SEO

• Offers / CTAs• Landing Pages• Emails• Lead Intel

• Analytics

Process• Publish• Optimize• Promote

• Target• Capture• Nurture

• Test• Analyze• Repeat

Inbound School Marketing: It Doesn’t Matter What You Call It, An Inquiry Is a Lead

Kyle Jamesjameskm03@gmail.comtwitter.com/kylejames

linkedin.com/in/jameskm03

kyle-james.comdoteduguru.com

hubspot.comnuCloud.com

Questions?