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Implementing Inbound Marketing
For Your School
Brendan J. Schneider

Twitter: @SchneiderB
Blog: www.schneiderb.com
Email: brendan@schneiderb.com

May 2, 2012
Our Story
Sewickley Academy 2008
Traditional/Outbound Marketing
Social Media
Friends? Followers?
✤   Inquiries -- /Apps, Visit =

✤   Ghost Inquiries

✤   Traditional Marketing ROI

✤   Job Security
Inbound
Marketing
Outbound - You find families
Inbound - Get found by families
Where it all starts...
Implementing Inbound Marketing

✤   Get Found

    ✤   Define Keywords

    ✤   SEO

    ✤   Promote – Social Media

✤   Convert

✤   Analyze
Pittsburgh Private School?
Inbound Marketing



✤   Search Engine Optimization (SEO)
    ✤   Relevance
    ✤   Authority
Search Engine
Optimization


✤   Create Great Content
✤   Get Links
✤   Get Found


                           Marketing
Search Engine Results Page
SERP
Blog



Twitter             Pinterest


          School
          Website


Google+             Facebook


          YouTube
                                Marketing
School Website
Blog

✤   Core

✤   Focus on Keywords

✤   Social Sharing

✤   Brand

✤   How can you educate your prospective families?
Blog Details
✤   Wordpress.org                ✤   Long Tail Keywords

✤   Subdomain                    ✤   Comments

    ✤   Blog.sewickley.org vs.   ✤   Subscription
        sa.tumblr.com
                                 ✤   Team
✤   Social Sharing
                                 ✤   Chief Blogger
✤   Post at least 1/week
Blog Topics
✤   Success                                 ✤   Failure

    ✤   5 Things To Do Before You Apply         ✤   Bring Sid The Kid Home
        For Financial Aid
                                                ✤   Knockin’ On Seven’s Door
    ✤   Why We Teach Mandarin Chinese
        At Sewickley Academy                    ✤   See The Film – Save A Life

    ✤   College Guidance: 5 Best Tips and
        Practices

    ✤   A Teacher’s Interest In Pinterest

    ✤   7 Questions With Pat Bassett
Twitter

✤   “Beach Attire”

✤   Curate Content

✤   Share

✤   What does your school find interesting?
Twitter Details

✤   Hootsuite.com

✤   Bufferapp.com

✤   Timely.is

✤   Post 3-4/day

✤   75/25 Rule
Twitter Content
✤   75% - School                   ✤   25% - Non-School

    ✤   Blog Posts                     ✤   Educational Articles

    ✤   Cross-Promote                  ✤   Local News

    ✤   News - Internal/External       ✤   Community Info

    ✤   Media                          ✤   Good Neighbor Tweets

    ✤   Educational Quotes
YouTube

✤   The Future

✤   Experiment

✤   Smartphone

✤   Unpolished
Google+

✤   Isn’t Dead

✤   Social Signals

✤   Cross Promote

✤   Engagement

✤   Hangouts
Pinterest

✤   Experiment

✤   Women First!

✤   Social Signals

✤   Cross Promote

✤   Fun
Convert

✤   Landing Pages

✤   A/B Testing

✤   Tracking URLs

✤   Lead Nurturing

✤   Lead Grading

✤   How many inquiry forms are there on your website?
Results

✤   2012-2013 Admission Year

    ✤   Inquiries, Applications, and Visits are all
        increased compared to last year

    ✤   Inquiries up 11% - 4 year high

    ✤   Applications up 11% - 4 year high

    ✤   Visits up 17% - 4 year high
Books
Questions

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Implementing Inbound Marketing For Your School

  • 1. Implementing Inbound Marketing For Your School Brendan J. Schneider Twitter: @SchneiderB Blog: www.schneiderb.com Email: brendan@schneiderb.com May 2, 2012
  • 3.
  • 4.
  • 8.
  • 9. Inquiries -- /Apps, Visit = ✤ Ghost Inquiries ✤ Traditional Marketing ROI ✤ Job Security
  • 10. Inbound Marketing Outbound - You find families Inbound - Get found by families
  • 11. Where it all starts...
  • 12. Implementing Inbound Marketing ✤ Get Found ✤ Define Keywords ✤ SEO ✤ Promote – Social Media ✤ Convert ✤ Analyze
  • 14. Inbound Marketing ✤ Search Engine Optimization (SEO) ✤ Relevance ✤ Authority
  • 15. Search Engine Optimization ✤ Create Great Content ✤ Get Links ✤ Get Found Marketing
  • 17. Blog Twitter Pinterest School Website Google+ Facebook YouTube Marketing
  • 19. Blog ✤ Core ✤ Focus on Keywords ✤ Social Sharing ✤ Brand ✤ How can you educate your prospective families?
  • 20. Blog Details ✤ Wordpress.org ✤ Long Tail Keywords ✤ Subdomain ✤ Comments ✤ Blog.sewickley.org vs. ✤ Subscription sa.tumblr.com ✤ Team ✤ Social Sharing ✤ Chief Blogger ✤ Post at least 1/week
  • 21. Blog Topics ✤ Success ✤ Failure ✤ 5 Things To Do Before You Apply ✤ Bring Sid The Kid Home For Financial Aid ✤ Knockin’ On Seven’s Door ✤ Why We Teach Mandarin Chinese At Sewickley Academy ✤ See The Film – Save A Life ✤ College Guidance: 5 Best Tips and Practices ✤ A Teacher’s Interest In Pinterest ✤ 7 Questions With Pat Bassett
  • 22. Twitter ✤ “Beach Attire” ✤ Curate Content ✤ Share ✤ What does your school find interesting?
  • 23. Twitter Details ✤ Hootsuite.com ✤ Bufferapp.com ✤ Timely.is ✤ Post 3-4/day ✤ 75/25 Rule
  • 24. Twitter Content ✤ 75% - School ✤ 25% - Non-School ✤ Blog Posts ✤ Educational Articles ✤ Cross-Promote ✤ Local News ✤ News - Internal/External ✤ Community Info ✤ Media ✤ Good Neighbor Tweets ✤ Educational Quotes
  • 25. YouTube ✤ The Future ✤ Experiment ✤ Smartphone ✤ Unpolished
  • 26. Google+ ✤ Isn’t Dead ✤ Social Signals ✤ Cross Promote ✤ Engagement ✤ Hangouts
  • 27. Pinterest ✤ Experiment ✤ Women First! ✤ Social Signals ✤ Cross Promote ✤ Fun
  • 28. Convert ✤ Landing Pages ✤ A/B Testing ✤ Tracking URLs ✤ Lead Nurturing ✤ Lead Grading ✤ How many inquiry forms are there on your website?
  • 29. Results ✤ 2012-2013 Admission Year ✤ Inquiries, Applications, and Visits are all increased compared to last year ✤ Inquiries up 11% - 4 year high ✤ Applications up 11% - 4 year high ✤ Visits up 17% - 4 year high
  • 30. Books

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