Inbound Marketing - Stop Pushing and Start Pulling JAY KELLY Join Converge Consulting Principal, Jay Kelly who will take you through an evolutionary journey of how marketing and communications have changed from the outbound/push model days of buying ads and sending view books and postcards through the mail to the current model of engagement through data-driven, relevant, targeted and segmented communications (inbound/pull model). KEY TAKEAWAYS: Audience Segmentation - How to use data to get in front of the right segment with the right message at the right time. You will also learn by testing best practices so you are able to do more of what works and less of what doesn't and improve campaign results. Audience Engagement - How to use best practices to increase engagement with audiences from prospect through alumni. The Three Pillars of Inbound Marketing - Inbound marketing is about "earning your way in". We will explore ways to utilize the concepts in inbound marketing to harness the power of your faculty, students, and alumni to tell the story of your institution, improve enrollment trends, and build the power of your school’s brand.

1. The Evolution of Marketing

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9. CONVERT DELIGHT
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ATTRACT
Search Engine
Optimization (SEO)
Digital
Advertising
Strategic
Content Creation
Social Media
VISITORS STUDENTS
PROMOTERS
Calls-to-Action
(CTAs)
Landing Pages
Forms
Segmented
Content
Ongoing
Engagement
User
Experience
STRANGERS

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Search Habits

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Search Engine Optimization (SEO)
What You Need to Know
 Technical assessment (crawl for errors)
 On Page optimization and basic keyword research
 Thematic keyword development
 Off page optimization and link building
 Reporting
TOOL: A great Inbound and SEO tool is Moz. Plus, 30-day free trial!

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Search Engine Optimization (SEO)
Example: Thematic Keyword Development

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Strategic Content Creation

16. Strategic Content Creation
 Build your calendar based on thematic research
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 Share, educate, delight... don’t sell
 Aim for 15 posts per month
 Develop an analytics dashboard to see what works
best for YOUR audience

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Blogging Works!

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Strategic Content Creation

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Strategic Content Creation

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Video Storytelling

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Social Media

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Social Media

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Social Media

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Social Media
 Join into conversations about you or industry topics
 Less formal, more personality, concise, fun!
 Use your content calendar to schedule consistent,
on-point posts
 Develop an analytics dashboard to learn how social
traffic is converting on your goals

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Social Media

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Social Media

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Social Media

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Social Media

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QUIZ - Phase I: Attract
Search Engine Optimization
 Is your site search engine optimized on page? Technical?
Off page and link building?
 Are you building content based on search trends?
Strategic Content
 Do you have a blog?
 Are you measuring success?
 Is it strategic?
Social Media
 Do you have a strategy?
 Are you measuring it?

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Calls-To-Action (CTAs)
 If you don’t ask, they’ll never do it
 Critical for collecting information about
prospects, which fuels inbound marketing
FACT: Verbs generate the most shares on Twitter. (Science of Social
Media Research)

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Calls-To-Action (CTAs)
 Should go hand-in-hand with strategic content
 Enticing and friendly
 Knowing your prospects will help you know what would
be enticing to them
 Visual should stand out and be placed consistently
FACT: Benefit focused terminology is more likely to entice prospects
to click. (From research by The Science of Blogging)

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Calls-To-Action (CTAs)

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Calls-To-Action (CTAs)

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Landing Pages

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Landing Pages
 Unique landing page per campaign with Google
Analytics applied
 Clear
 Free of clutter, compelling copy
 Mobile Optimized
 Only capture what you use

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Test, test, test
FACT: Testing radically different landing pages against each other
yielded a conversion increase of 264% for Marian University. (Ion
Interactive)

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 Collects valuable information
 Tie into CRM systems to automate recruitment
 Multi-page forms are perfect for tracking with Google
Analytics goal funnels for added info

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 Keep them short – only collect what you use
 Break them up into multiple pages, but provide a
status bar
 Use in-line validation
 Explain what you’ll use the information for – and
mean it

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Landing Page and Form

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QUIZ - Phase II: Convert
Calls to Action
 Do you have calls to action every opportunity?
 Are they directing the user to what’s next?
Landing Pages
 Do you have landing pages?
 Are they following best practices?
Forms
 Do you strategically use forms?
 Are they optimized and following best practices?

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Targeted Content
 Right message, right audience, right time
 Prospective students are asking “what’s in it for me?”
 Answer specific questions to engage in a meaningful
way
FACT: 61% of consumer say they feel better about and are more likely
to buy from a company the delivers custom content. (Custom Content
Council)

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Targeted Content

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Targeted Content
Example

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Targeted Content

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Ongoing Engagement
 Repeat “customers” are your best advocates
 The trust factor: word of mouth
 Improve retention
FACT: 77% of consumer are more likely to buy a new product when
learning about it from friends or family. (Nielsen)

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Ongoing Engagement
 Social Media
 Events – online and in person
 Segmented email lists
 Measure success, in person or online
FACT: MailChimp found that segmented emails perform about 15%
better than average on opens and clicks than non-segmented lists.
(MailChimp)

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User Experience
 Should be effortless: “it gets out of the way”
 Promotes further engagement
 Mobile is critical
 Improve through user testing and heuristic evaluations
FACT: 48% of users say that if they arrive on a business site that isn’t
working well on mobile, they take it as an indication of the business
simply not caring (MarginMedia)
FACT: Only 55% of companies are currently conducting any kind of
online user experience testing. (Econsultancy)

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User Experience

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User Experience
Example

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QUIZ - Phase III: Delight
Targeted Content
 Do you know who your audiences are?
 Have you developed targeted messages (email, social, online) to
answer their questions?
Ongoing Engagement
 Do you provide customized experiences?
 How do you encourage current students and
alumni to share their experiences?
User Experience
 Have you done user testing?
 Have you optimized for mobile?

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Inbound Marketing Results

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Inbound Marketing Results

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Inbound Marketing Results

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Inbound Marketing Results
“
We want to move where the
market is going, not where
it’s been.”
(Marketer Surveyed in Hubspot’s State of Inbound Marketing 2013)

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