using your school’s data to drive communications and boost conversions
TRANSCRIPT
Liz Schmitt Chief Enrollment & Student Affairs Officer Miss Porter’s School [email protected]
Using Your School’s Data to Drive Communications and Boost Conversions
Peter Baron Senior Product Marketing Manager Blackbaud [email protected]
Sixty percent of companies will execute inbound marketing strategies in 2013. — ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW
“Outbound marketing is the traditional form of marketing where a company
initiates the conversation and sends its message out to an audience. ”
Inbound marketing is advertising your school
through blogs, podcasts, video, eBooks, enewsletters,
whitepapers, SEO, social media marketing, and other forms of
content marketing…Inbound marketing earns the attention of
customers, makes the school easy to be found ultimately drawing
customers to the website by producing interesting content.
• Instagram challenges in 2012 & 2013
• Good buzz, increased likes, increased interaction rates. 577 people interacted with the 2012 campaign. Students were posting photos, alums were interacting with them.
St. Paul’s School #SPS12Days
“As a partner of Giving Tuesday, we want to involve all independent schools and their extended communities in a group discussion.
Our goal is to enable and empower faculty, students, families, alumni, and the entire independent school community to join in and promote giving. Participants in the chat can share what their schools have done to give back and showcase the efforts of students, families, alumni, and communities as well.”
#isGivingTuesday
Where people went after visiting the page:
Register for event 10.0% Portrait of a Porter's Graduate 6.6% Porter's Summer Programs 5.9% Welcome to Porter's 4.8%
Landing pages
Landing pages are often linked to/from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads.Source: http://en.wikipedia.org/wiki/Landing_page
1:1
Slide Inspiration: Oli Gardner, Unbouncehttp://bit.ly/unbounce-lp-design
51%
Attendee to Applicant
74%
AcceptedCompared to average
acceptance rate of 46%
73%
YieldCompared to average
yield rate of 50%
Entering Class
28%
Keywords
SEO
Content
Social
Personas
5 Steps to an Inbound Marketing Plan
http://www.schneiderb.com/
personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way.
http://en.wikipedia.org/wiki/Persona_(marketing)
https://adwords.google.com http://www.wordtracker.com
http://raventools.com/ http://moz.com
Keywords
http://www.dreamgrow.com/how-to-build-a-social-media-bomb/