Post on 15-May-2015
description
Recruitment MarketingBridging the Gap Between
Awareness and Commitment
Kyle James@KyleJames
CEO @nuCloudFounder @eduGuru
Who has a Degreein Marketing?
Who Am I?
Traditional Marketing Not Enough
http://bit.ly/SHJ2Px
Marketing Has Changed1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
Inbound MarketingBlog SEO Social Media
Analytics
Inbound Marketing Process
What is Important?
What are our goals?
Biggest Content Challenge?
Create and Manage Promote
Track and Measure
Content Marketing Strategy
Inbound vs Content
They are Basically the Same
RECRUITMENTFUNNEL
What is the purpose of our
website?
At most schools 50%+ of annual revenue comes
through tuition
Follow The Money!
IMPORTANT• Give Us Money!• But How?
• Applicants• Schedule a Visit• Download
Catalog
• Get on Mailing List
• Alumni Donations
Marketing Funnel Sales Funnel
Marketing Process
Recruitment Funnel
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
Recruitment Funnel
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
Let’s give a specific exampleThe Virtual Tour
Physical Campus Tour Is Critical
Data from Noel-Levitz – www.noellevitz.com
Vital to Recruitment
ROI AnalysisBuild a Business Case
Establishing ROI
If we can work backwards from the value of a student we can establish the value of an Interactive Campus Map.
*All numbers are created as examples
You can use this same process to decide the value
of doing any web project
Let’s Do Some Math
What is the value of a Student?
• Average Years = 3• Cost Per Year = $20,000• Average Yearly Discount = $10,000
• Student Value = 3 * ($20,000 - $10,000)• So a Student is worth
$30,000!
What is the value of an Applicant?
• Student Value = $30,000• Conversion Rate in Applicant = 20%
• App Value = $30,000 * .2• So an Applicant is worth
$6,000!
Value Of Campus Tour?
What is a Campus Visit Worth?
• Application Value = $6,000• Conversion Rate of Visits to Applicant = 20%
• Value of Visit = $6,000 * .2• So Each Student Visit is Worth
$1,200!
What is a Virtual Tour Visit Worth?
• Visit Value = $1,200• Conversion of Map to Visit = 5%
• Value of a Map View = $1,200 * .05• So Each Map View is Worth
$60!
Do You Think 1,000 People Would View Your
Map In A Month?
Then Having A Map Is Worth $60,000!
Per Month!
You can now justify this project
ROI Spreadsheet
http://bit.ly/map-roi
Let’s take a step back
You can use this same process to decide the value
of doing any web project
Your website connects Awareness
to Commitment
43
Possible Important Items
Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the
ViewbookTake a Virtual Tour
General GoalsSign up for email
updatesWatch VideosSubscribe to Content Like on FacebookFollow on TwitterRead Blogs
Return on Investment
ROI is how you measure web
investment ideas!
Why Do 70% Not Do This?
http://bit.ly/SHJ2Px
Fully Understanding Convert/Engage
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
47
The Conversion Process
• If we aren’t getting people to convert on our traffic then what does a thousand or a million visitors to our site matter?
How Do You Convert?
• Conversions require Landing Pages
• A Landing Page is a Page with a Form on it.
Three Steps of a Conversion Process
1. The Call to Action
2. The Landing Page
3. The Follow-Up
The Call to Action
• Are your offers compelling?• Call to action best practices
– Create urgency– Include an image– Contrasting colors– Be specific/inspirational
Example On a College Site
Example On a College Site
Example On a College Site
Testing Call To Actions
The Landing Page
http://www.southtexascollege.edu/welcome/
The Landing Page
The Landing Page
• Keep it simple– Little to no navigation or other links
• People scan, don’t read– Bullet points– Pictures– Bold copy– Five second rule
• Make it instantly obvious what they will get• Shorter the form the higher the conversion rate• Possible alternative call to actions
The Follow-Up
• Thank you page• Auto response email• Additional (social) channels to connect• Opportunities for further engagement
– Lead Nurturing– Email Marketing– Phone Calls– Snail Mail
Thank You Page Examples
Thank You Page Examples
Awareness (aka Getting Found)
Built In Awareness
Built In Awareness
If people can’t find it, does it matter?
Search Engine Optimization
Over 3 billion searches per day!
SEO is Usability and Accessibility
Publish Content Worth Sharing
Always Share Your Content
Always Be Ready To Give
Make Your Content Easy To Share
Don’t Forget Your PurposeTie Social Media To Conversions
Recapping (Funnel and Process)
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
Quickly About Commitment
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
Quickly About Analytics
ANALYZEDiscover or reveal (something)
through examination
If a tree falls in a forest does it make a sound?
Avoid Paralysis by Analysis
• Are we accomplishing our goals?
• Don’t try and measure everything
• Focus on a few (3-5 and it should includes inquires/leads) metrics instead of everything
Does More Visitors Matter?
Does More Time On Site Matter?
Is More Pages/Visit A Good Thing?
Traffic Increase Without Increasing Conversions Is Wasted Work
Does More Visitors Matter?
Are Certain Types of Traffic Better?
Data Example – This Webinar
Conversions Matter!
It doesn’t matter if you get a thousand visitors a month or a million if none of them are actually
converting into applicants/students!
The One Takeaway
Your Whole Web Strategy Fails Without
Conversions