According to a February 2013 HubSpot ROI report (a collaboration between HubSpot and MIT) 93% of companies using inbound marketing and social media are increasing their lead generation. What does that mean for independent schools? How can they use inbound marketing to generate more event sign ups, increase giving and enhance constituent engagement? From inbound marketing to landing pages; from communication outreach to conversion; the purpose of this session is to help schools identify the data they have readily accessible at their fingertips, and provide them a new perspective on how to convert that into creative content opportunities that enhance outreach campaigns. Walk away with an understanding of how to approach inbound marketing and develop the initial framework of a campaign supported by landing pages.

1. Using Your School’s Data to
Drive Communications and
Boost Campaign Conversions
@LizESchmitt @peterdbaron

2. Iterating
pages
Inbound
marketing
Interpreting
data
Conversions

3. inbound marketing

4. Are you using inbound marketing?

5. Sixty percent of companies will execute inbound marketing
strategies in 2013.
— ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW

6. “Outbound marketing is the traditional
form of marketing where a company
initiates the conversation and sends its
message out to an audience. ”

8. Inbound marketing is advertising a company
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 company easy to be found and draws
customers to the website by producing interesting content.

9. HubSpot: http://bit.ly/GzKfKW

11. school examples?

13. Glog Notes
Authentic student voice
Trust: post without review
content posted 7 days a week
Compensation: digital cameras
70,000 views in first 4 years
Image credit: Gould Academy

16. 5 Steps to an
Inbound Marketing Plan
Social
Content
SEO
Keywords
Personas

17. Personas

18. 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)

19. Kyle Ramsey
• 14 years old
• Looking to be challenged in soccer
• Demonstrated interest in leadership positions
• Above average academic profile
• First member of his family to consider private school

20. Keywords

22. Keywords
https://adwords.google.com
http://www.wordtracker.com
http://raventools.com/
http://moz.com

23. SEO

24. url keywords
<H1> tag
<title> tag

26. Content

28. Social Media

29. http://www.dreamgrow.com/how-to-build-a-social-media-bomb/

35. e-books
how shoul
d we hand
le
different
screen siz
es?
a list of the most relevant related posts
how to use twitter in the classroom
courses on
register for a webinar

36. Landing Page

38. 1. Encapsulation
2. Contrast & Color
3. Directional Cues
4. Whitespace
5. Urgency & Scarcity
6. Multiscreen & RWD
Click me!

44. 10% increase in Summer
Programs enrollment
25% of Summer Programs
attendees attended a Porter’s
Leads event

45. 2013-2014?

46. Analytics (8/1-9/9):
309 page views / 256 visitors
50% bounce rate (site wide, it’s 38.8%)

47. 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%

48. 6%
9%
28%
14%
21%
< 15 seconds
1-3 minutes
15-30 seconds
22%
30-60 seconds
3-5 minutes
5-10 minutes

49. Inbound Marketing
Blueprint

50. 1) Personas

51. Build out personas
Build out personas
Build out personas

52. 2) Keywords

53. 3) SEO

55. 4) Content +

56. ?
?
?

57. 5) Social Media

58. </end presentation>