The Pillars of Successful Inbound Marketing: Analytics, SEO, and Social Media Done Right
The Pillars of Successful Inbound Marketing
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The Pillars of Successful Inbound Marketing Kyle James @KyleJames CEO @nuCloud Analytics, SEO, & Social Media Done Right
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The idea of pull vs push marketing is nothing new to marketers. Inbound marketing is the more modern definition of pull marketing that has a large presence online. You see traditional push or outbound marketing is broken. Analytics, SEO, Social Media are three common buzz words in marketing circles related to inbound marketing but none of them can completely meet your marketing needs independently. To get the most out of your inbound marketing efforts you have to understand the complete picture and make sure that your individual efforts are part of a complete marketing campaign. In this presentation Kyle James will lay out a high level overview of all of the moving pieces before diving in and discussing how each of these pillars fit into a successful inbound marketing approach.
Transcript of The Pillars of Successful Inbound Marketing
The Pillars of Successful Inbound Marketing
Kyle James@KyleJames
CEO @nuCloud
Analytics, SEO, & Social Media Done Right
What is the purpose of our
website?
Marketing Has Changed
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social Media
Inbound Marketing
Blog SEO Social Media
Analytics
Marketing Process
STRATEGIZEDevise a strategy or strategies
What are our goals?
What is Important?
Follow the money!
IMPORTANT• Give Us Money!• But How?
• Applicants• Schedule a Visit• Download
Catalog
• Get on Mailing List
• Alumni Donations
Business Funnels
Marketing Funnel Sales Funnel
At most schools 50%+ of annual revenue comes through tuition
Recruitment Funnel
AwarenessVisit Website
Learn about School
Convert/Engage Request InfoVisit Campus
CommitApplyAttend
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
Let’s Do Some Math
• 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!
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!
Value Of Campus Tour?
Let’s Do Some Math
• 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!
Let’s Do Some Math
• 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 Spreadsheethttp://bit.ly/map-roi
You can use this same process to decide the value of doing any web project
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Possible Important Items
Admission Specific• Apply to College• Schedule a Campus
Visit• Request Info• Download the
Viewbook• Take a Virtual Tour
General Goals• Sign up for eConnect
updates• Watch Videos• Subscribe to RSS• Become Facebook
Fan, Member of a Group
• Join Linked In• Read Blogs
EXECUTETo carry out; accomplish
Site ArchitectureAbility to Edit Site
Measurement
Analytics Installed
Calls to Action Landing Pages
On-Page SEO
Keyword Research
Content StrategyBlogging
Article Writing
Be Social
Inbound MarketingSuccess Pyramid
Site ArchitectureAbility to Edit Site
Measurement
Analytics Installed
Calls to Action Landing Pages
On-Page SEO
Keyword Research
Content StrategyBlogging
Article Writing
Be Social
Inbound MarketingSuccess Pyramid
The Foundation
Site ArchitectureAbility to Edit Site
Measurement
Analytics Installed
Calls to Action Landing Pages
On-Page SEO
Keyword Research
Content StrategyBlogging
Article Writing
Be Social
Inbound MarketingSuccess Pyramid
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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
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
Site ArchitectureAbility to Edit Site
Measurement
Analytics Installed
Calls to Action Landing Pages
On-Page SEO
Keyword Research
Content StrategyBlogging
Article Writing
Be Social
Inbound MarketingSuccess Pyramid
If people can’t find it, does it matter?
Search Engine Optimization
Over 3 billion searches per day• Publish more content• Optimize your content• Promote your content
What SEO is NOT
SEO is Usability and Accessibility
Search Engine Crawlers are Blind
GoogleYahoo Microsoft
By the Numbers (on one site)• 30% of traffic is delivered by Search
Engines
• 82% of that traffic is delivered by Google
• On a large college website w/ 1,000,000 visits per month that is 300,000 visitors
It All Starts With Keywords
• “It’s NOT about what you want or what you call it, it is about what people are actually looking for.”
• “Nobody cares about your products (except you)” – David Meerman Scott
Long Tail Keywords
• Computer Science Degree South Carolina• Computer Science Program South Carolina• Computer Science Degree• Computer Science Major• Computer Science
Two Parts of SEO
On-Page Off-Page
PageTitle
MetaDescription
MetaKeywords
URL
Headers
On-Page Optimization
Page Title
• Describe The Page• Include Keywords• 70 Character Limit
PageTitle
The URL
• Describe The Page• Include Keywords• A Dynamic URL is hard to understand
• What are the following two pages about?• http://tomahawktake.com/2009/04/11/game-no-5-recap-braves-5-nat
ionals-3/• http://mlb.mlb.com/news/article.jsp?ymd=20090411&content_id=422
5972&vkey=recap&fext=.jsp&c_id=mlb
URL
Headers• Semantic Markup• Include Keywords• Describe sections of the Page
Headers
Semantic Markup is Like A Word Doc
Meta Description & Keywords
• Unique for Each Page• Only Viewable in Source• Meta Description limit 150 characters• Meta Keyword limit 10 keywords max Meta
Description
MetaKeywords
Off-Page Optimization
We’ve all heard Content is King, so Links must be the Queen?
Your Site Is Trusted!
Remember it’s Not About Us
What are those buildings called?
What are people looking for?
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in search results. Make sure that they count.
Page Title
Meta Description
Site ArchitectureAbility to Edit Site
Measurement
Analytics Installed
Calls to Action Landing Pages
On-Page SEO
Keyword Research
Content StrategyBlogging
Article Writing
Be Social
Inbound MarketingSuccess Pyramid
Publish Content Worth Sharing
Blogging Best Practices
• Tell your story• Educational and informative not sales
focused• Personal and stories from people in the
field• So much more than just text (videos,
pictures, etc)
Student Blogs
http://www3.imperial.ac.uk/campus_life/studentblogs
Don’t Forget To Convert
Site ArchitectureAbility to Edit Site
Measurement
Analytics Installed
Calls to Action Landing Pages
On-Page SEO
Keyword Research
Content StrategyBlogging
Article Writing
Be Social
Inbound MarketingSuccess Pyramid
Always Share Your Content
Always Be Ready To Give
Make Your Content Easy To Share
Don’t Forget Your PurposeTie Social Media To ROI
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) 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
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 or donors!
Site ArchitectureAbility to Edit Site
Measurement
Analytics Installed
Calls to Action Landing Pages
On-Page SEO
Keyword Research
Content StrategyBlogging
Article Writing
Be Social
Inbound MarketingSuccess Pyramid
Inbound Marketing is NOT A Sprint…
Questions?
Kyle James@KyleJames
Converge Consulting
@ConvergeOrg
