Social Media Comes Last #edSocialMedia
77
Why Social Media Comes Last Kyle James [email protected] twitter.com/ kylejames linkedin.com/in/jameskm 03 kyle-james.com doteduguru.com hubspot.com nuCloud.com
-
Upload
kyle-james -
Category
Education
-
view
1.113 -
download
1
description
The truth is if you don’t have all your other ducks in a row then you simply aren’t ready for social media. In this presentation we will go through a step by step guide of everything that you need to know before running into this new medium unprepared.
Transcript of Social Media Comes Last #edSocialMedia
Why Social Media Comes Last
Kyle [email protected]/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
Social Media is Only One Channel!
Inbound Marketing Process
Measure
Convert
Get FoundTools• Content Mgmt• Blogging• Social Media• SEO
• Offers / CTAs• Landing Pages• Emails• Lead Intel
• Analytics
Process• Publish• Optimize• Promote
• Target• Capture• Nurture
• Test• Analyze• Repeat
Slow Down…
Questions
• First there are a few questions to ask yourself
If a tree falls in a forest and noone is around to hear it, does it
make a sound?
If people can’t find it,does it matter?
What is the purpose of our
website?
What is Important?
IMPORTANT• Give Us Money!• But How?
• Applicants• Schedule a Visit• Download
Catalog
• Get on Mailing List
• Alumni Donations
Is Your Website a Well Oiled Machine?
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
Inbound Marketing Book
Learn about:
Get FoundConvertAnalyze
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?
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 Is King!
Content is More Important than Design!
Content
• Create great content that tell your stories• If you don’t have this the rest won’t matter
This Is An Ongoing Process
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
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 Crawlers Are Your Blindest Users
GoogleYahoo Microsoft
The Lynx Browser
http://bit.ly/lynx
Accessibility
• 508 Compliance• Search Engine Optimization
doteduguru.com/seo• CSS friendly
• educheckup.com
SEO is Usability and Accessibility
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• Conversions
http://doteduguru.com/web-analytics
Choosing an Analytics Package
How Do You Convert?
• Conversions require Landing Pages
• A Landing Page is a Page with a Form on it.
IMPORTANT• Give Us Money!• But How?
• Applicants• Schedule a Visit• Download
Catalog
• Get on Mailing List
• Alumni Donations
Landing Page Best Practices
Three Steps of a Landing Page
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
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 channels to connect• Opportunities for further engagement– Lead Nurturing– Email Marketing– Phone Calls
Thank You Page Examples
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
YouTube Isn’t Alone
YouTube Isn’t Alone
• Buy a video camera – Less than $200• YouTube Account – Free ($0)
Audio
• Olympus WS 400 – Less than $100• iTunes Account – Free ($0)
Student Blogs
http://www3.imperial.ac.uk/campus_life/studentblogs
Student Blogs
• Typepad Pro – Unlimited $15/month• Wordpress.org Install – Free ($0)• Blogger – Free ($0)• Find Out If Your CMS Supports Blogging!
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”
Site Authority
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
http://doteduguru.com/seo
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
Landing Page Best Practices
1. The Call to Actions– Compelling Offers– Best Practices
2. The Conversion Page– Keep it Simple– People Scan, don’t read
3. What Happens Next?– Response Email– Thank You Page
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
http://doteduguru.com/social-media
Final Thoughts
Inbound Marketing is NOT a sprint…
it’s a Marathon
Consistency is Key!
Inbound Marketing Process
Measure
Convert
Get FoundTools• Content Mgmt• Blogging• Social Media• SEO
• Offers / CTAs• Landing Pages• Emails• Lead Intel
• Analytics
Process• Publish• Optimize• Promote
• Target• Capture• Nurture
• Test• Analyze• Repeat
Be Actionable
Why Social Media Comes Last
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.comdoteduguru.com
hubspot.comnuCloud.com
Questions?
