social media comes last #edsocialmedia

Why Social Media Comes Last

Kyle Jamesjameskm03@gmail.comtwitter.com/kylejames

linkedin.com/in/jameskm03

kyle-james.com

doteduguru.comhubspot.comnuCloud.com

Why Am I Talking to You?

?

What I Do…

Marketing Has Changed

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalesperson

Inbound Marketing

Blog SEO Social Media

Social Media is Only One Channel!

Inbound Marketing Process

Measure

Convert

Get FoundTools• Content Mgmt• Blogging• Social Media• SEO

• Offers / CTAs• Landing Pages• Emails• Lead Intel

• Analytics

Process• Publish• Optimize• Promote

• Target• Capture• Nurture

• Test• Analyze• Repeat

Slow Down…

Questions

• First there are a few questions to ask yourself

If a tree falls in a forest and noone is around to hear it, does it

make a sound?

If people can’t find it,does it matter?

What is the purpose of our

website?

What is Important?

IMPORTANT• Give Us Money!• But How?

• Applicants• Schedule a Visit• Download

Catalog

• Get on Mailing List

• Alumni Donations

Is Your Website a Well Oiled Machine?

So Many Directions

to Go…

SubDomainURL Structure

Analytics InstalledSite Layout

Site ArchitectureLead Tracking Setup

Calls to Action Landing Pages

On-Page SEO

Keyword Research

BloggingLink Building

Content Creation

Be Social

Inbound Marketing

Success Pyramid

Inbound Marketing Book

Learn about:

Get FoundConvertAnalyze

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Defining Goals

• Business Goals• What your site must accomplish?• Who is your audience?• What makes you special?

Free Website Grader Report

http://website.grader.com/

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Content Is King!

Content is More Important than Design!

Content

• Create great content that tell your stories• If you don’t have this the rest won’t matter

This Is An Ongoing Process

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Site Architecture

• Initial Layout www.edustyle.net• Look and Feel

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Navigation

• Usability• Cross Linking Content• Sitemap• Footer

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Search Engine Crawlers Are Your Blindest Users

GoogleYahoo Microsoft

The Lynx Browser

http://bit.ly/lynx

Accessibility

• 508 Compliance• Search Engine Optimization

doteduguru.com/seo• CSS friendly

• educheckup.com

SEO is Usability and Accessibility

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Site Intelligence• Site Search• Analytical Tracking• Lead Intelligence• Conversions

http://doteduguru.com/web-analytics

Choosing an Analytics Package

How Do You Convert?

• Conversions require Landing Pages

• A Landing Page is a Page with a Form on it.

IMPORTANT• Give Us Money!• But How?

• Applicants• Schedule a Visit• Download

Catalog

• Get on Mailing List

• Alumni Donations

Landing Page Best Practices

Three Steps of a Landing Page

1. The Call to Action

2. The Landing Page

3. The Follow-Up

The Call to Action

• Are your offers compelling?• Call to action best practices– Create urgency– Include an image– Contrasting colors– Be specific/inspirational

The Landing Page

The Landing Page

• Keep it simple– Little to no navigation or other links

• People scan, don’t read– Bullet points– Pictures– Bold copy– Five second rule

• Make it instantly obvious what they will get• Shorter the form the higher the conversion rate• Possible alternative call to actions

The Follow-Up

• Thank you page• Auto response email• Additional channels to connect• Opportunities for further engagement– Lead Nurturing– Email Marketing– Phone Calls

Thank You Page Examples

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Videos & Slideshows

http://www.wofford.edu/sightsandsounds/

YouTube Isn’t Alone

YouTube Isn’t Alone

• Buy a video camera – Less than $200• YouTube Account – Free ($0)

Audio

http://itunes.stanford.edu/

Audio

• Olympus WS 400 – Less than $100• iTunes Account – Free ($0)

Student Blogs

http://www3.imperial.ac.uk/campus_life/studentblogs

Student Blogs

• Typepad Pro – Unlimited $15/month• Wordpress.org Install – Free ($0)• Blogger – Free ($0)• Find Out If Your CMS Supports Blogging!

Interactive Campus Tours

http://uscupstate.edu/map/

Social News

http://engineering.tamu.edu/news/

RSS & Calendar

http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Link Building

• Content Creation Strategy• “If You Build It, They Will Come”

Site Authority

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Site Optimization

• Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.

PageTitle

MetaDescription

MetaKeywords

URLs

Headers

http://doteduguru.com/seo

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Marketing Efforts

• Landing Pages• Email Marketing• Advertising• Promotional

Landing Page Best Practices

1. The Call to Actions– Compelling Offers– Best Practices

2. The Conversion Page– Keep it Simple– People Scan, don’t read

3. What Happens Next?– Response Email– Thank You Page

So Where To Start?

1. Defining Goals2. Content3. Site Architecture4. Navigation5. Accessibility6. Site Intelligence7. Multimedia/Web 2.08. Link Building9. Site Optimization10. Marketing Efforts11. Social Media

Social Media

Build Relationships

http://doteduguru.com/social-media

Social Media Connections

http://wayne.edu/connect/

Final Thoughts

Inbound Marketing is NOT a sprint…

it’s a Marathon

Consistency is Key!

Inbound Marketing Process

Measure

Convert

Get FoundTools• Content Mgmt• Blogging• Social Media• SEO

• Offers / CTAs• Landing Pages• Emails• Lead Intel

• Analytics

Process• Publish• Optimize• Promote

• Target• Capture• Nurture

• Test• Analyze• Repeat

Be Actionable

Why Social Media Comes Last

Kyle Jamesjameskm03@gmail.comtwitter.com/kylejames

linkedin.com/in/jameskm03

kyle-james.comdoteduguru.com

hubspot.comnuCloud.com

Questions?