[WEBINAR PREVIEW]: Unlocking the Power of Ecommerce Product Recommendations to Boost Conversions
How to Use Your School’s Data to Drive Communications and Boost Conversions
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Transcript of How to Use Your School’s Data to Drive Communications and Boost Conversions
Siobhan Federici Director of Communications Miss Porter’s School [email protected]
Using Your School’s Data to Drive Communications and Boost Conversions
Travis Warren President WhippleHill, Inc. [email protected]
Conversions
Inbound marketing
Interpreting data
Iterating pages
inbound marketing
Are you using inbound marketing?
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 schoolthrough 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.
Are you using inbound marketing?
school examples?
St. Paul’s School #SPS12Days
• 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
Experience Tilton School
Keywords
SEO
Content
Social
Personas
5 Steps to an Inbound Marketing Plan
http://www.schneiderb.com/
Personas
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)
Sarah Ramsey • 13 years old • Interested in playing high school soccer • Demonstrated interest in leadership positions • Above average academic profile • First member of her family to consider private school !
Keywords
https://adwords.google.com
http://www.wordtracker.com
http://raventools.com/
http://moz.com
Keywords
SEO
<title> tagurl keywords
<H1> tag
Page Structure
Inbound Links
Time on Page
Social Media
http://www.dreamgrow.com/how-to-build-a-social-media-bomb/
Annie Jones • 24 years old • Played high school hockey • Graduated with honors • Hasn’t made first annual fund gift • Attends regional events • Interested in finding a mentor !
Pride: student and alumnae achievement
Campus: scenery/weather shots, traditions, spirit competitions
Fun: something different from when they attended...but not too different!
PRIDE
CAMPUS
FUN
Landing Page
12%
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