Converge 2014: Inbound Marketing - Stop Pushing and Start Pulling - Kelly
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The Evolution of Marketing
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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.
Transcript of Converge 2014: Inbound Marketing - Stop Pushing and Start Pulling - Kelly
The Evolution of Marketing
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CONVERT DELIGHT
Search EngineOptimization (SEO)
Digital Advertising
StrategicContent Creation
Social Media
ATTRACT
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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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
Search Engine Optimization (SEO)
TOOL: A great Inbound and SEO tool is Moz. Plus, 30-day free trial!
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Example: Thematic Keyword Development
Search Engine Optimization (SEO)
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Strategic Content Creation
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Build your calendar based on thematic research
Share, educate, delight... don’t sell
Aim for 15 posts per month
Develop an analytics dashboard to see what works best for YOUR audience
Strategic Content Creation
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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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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
Calls-To-Action (CTAs)
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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Unique landing page per campaign with Google Analytics applied
Clear
Free of clutter, compelling copy
Mobile Optimized
Only capture what you use
Landing Pages
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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 andalumni 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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