Growing your school through Inbound Marketing
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Transcript of Growing your school through Inbound Marketing
IT’S TIME TO
YOUR SCHOOL’S MARKETING STRATEGYTRANSFORM
Meet Our Team
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Stewardship/ Development,
succession planning, board
development
Education / Board Leadership,
board training, personnel issues,
facility optimization
Enrollment Growth, Retention
Strategy, Inbound Marketing,
Social Media MarketingRalph Cochran
Dr. Sandy Outlar
Mr. Harold Naylor, Jr.
AGENDA
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1. Prospective Parent Buying Behavior Has Changed
2. How We Market Our Schools Needs to Change
3. Proposed Transformation Plan
AGENDA
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1. Prospective Parent Buying Behavior Has Changed
2. How we Market our Schools Needs to Change
3. Proposed Transformation Plan
HOW IS THAT WORKING FOR YOU?
STOP INTERRUPTING ME!
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WHAT IS TRADITIONAL “OUTBOUND” MARKETING
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SPRAY AND PRAY MARKETING
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&
A MAJOR CHANGE HAS OCCURED?
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“I think the most telling stat in this
power shift is that prospects have
made about 60% of their buying
decision before talking to a sales rep,
according to Corporate Executive
Board.
The buyer is more than halfway sure
whether or not they're going to be
your next customer based solely on
information they've discovered
online.”
Brian Halligan CEO Hubspot
THE SHIFT HAS CHANGED
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PROSPECTIVE PARENTS KNOW
MORE ABOUT YOU SOONER THAN YOU MAY REALIZE
THE WAY CONSUMERS/PARENTS SEARCH?
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▪ Problems/issues
questions
▪Cost/price questions
▪ Versus/Comparison
questions
▪ Review-based
questions
▪ Best of questions
AGENDA
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1. Prospective Parent Buying Behavior Has Changed
2. How we Market our Schools Needs to Change
3. Proposed Transformation Plan
WHAT IS THE NEW YELLOW PAGES?
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COMPARISON
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HOW SEARCH WORKS?
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SO HOW DO YOU GET HERE?
WHAT IS THE GOAL
OF GOOGLE SEARCH?
FACT: 75% OF SEARCHES DO
NOT CONTINUE BEYOND FIRST
PAGE OF SEARCH RESULTS
(SERP)
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CONTENT IS KING
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BLOGGING WORKS
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CASE STUDY- BEFORE & AFTER INBOUND
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CASE STUDY: ORGANIC SEARCH DOUBLES
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AGENDA
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1. Prospective Parent Buying Behavior Has Changed
2. How we Market our Schools Needs to Change
3. Proposed Transformation Plan
INBOUND MARKETING AT A GLANCE
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The Buyer Persona Journey - Connecting the Dots
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This should be ournew marketing mix.
• “Permission”-based
•Avg response rate 20-50%
• “Interruption”-based
• Avg response rate: 1-5%
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Make stuff people want.
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START CREATING/PUBLISHING CONTENT THAT IS
HELPFUL & VALUABLE TO OUR CUSTOMERS:
• FAQS
• HOW-TO’S
• EBOOKS
• VIDEOS
• BLOG!
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Be generous.2
• THE MORE WE GIVE, THE
MORE
WE’LL GET
• INCREASE #
OF PAGES
& INBOUND LINKS
• BUILD TRUST, CREDIBILITY,
& GOOD WILL
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Rock our keywords.
• GET ON PAGE 1!
• DOUBLE TRAFFIC
• CUT PPC SPENDING IN HALF
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Give great directions.
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• CREATE RELEVANT LANDING
PAGES
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
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Invest wisely.5
“IF IT DON’T MAKE DOLLARS, IT DON’T
MAKE SENSE.”
9 MONTH GOALS:
• Double web traffic
• Double web leads
• Website Grade above 70
• REPEAT!
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NEXT STEPS
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• EDUCATE YOURSELVES
• INBOUND MARKETING BY BRIAN HALLIGAN
• STAY CONNECTED
• ADVANCE CHRISTIAN SCHOOL BLOG
• SCHOLA BLOG
www.schoolinboundmarketing.com
A GIFT FOR YOU!
FREE NEWLY RELEASED
E-BOOK WILL BE
EMAILED TO YOU
QUESTIONS:
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THANK YOU!