gmac deck - hubspot - increase apps and reduce costs_final
TRANSCRIPT
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Increase Applications and Reduce Marketing Costs Through Inbound Marketing
Leigh Fitzgerald
Inbound Marketing Specialist
HubSpot
Tweet out key session learnings using hashtag #GMAC2015AC
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Today’s Agenda
• What is Inbound Marketing?
• Inbound Marketing & Educational Institutionso Attract
o Convert
o Nurture
o Close
• Create your own inbound plan
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A Little About Me…
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Where does your marketing budget go?
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How do you prove your marketing campaigns worked?
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Graduate schools need a more affordable, targeted and measurable
solution.
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What Is Inbound Marketing?
Tweet out key session learnings using hashtag #GMAC2015AC
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THEN Companies were in control. Buyers were constantly
bombarded with billboards, commercials…
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NOW The buyers are in control. They are tuning out loud, interruptive advertising and consuming information online
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44% of direct mail is never opened
86% skip TV ads
200Mon the
Do Not Call list
91% unsubscribe from email
The Old Marketing Playbook is Broken
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Inbound is about building organic
relationships with your audience by providing
them with value.
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In order to attract students, institutions have to provide them
with something they will love.
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Inbound Marketing Funnel
WebTraffic
Blog Keywords/SEOSocial Media
Calls to Action Forms Landing Pages
Segmenting Email Nurturing
Marketing Autom.
Attract
Convert
Nurture
Close
Prospective Students
Inquiry
Application
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AttractHelping the right students find your
graduate school and program
Tweet out key session learnings using hashtag #GMAC2015AC
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….How to Attract Traffic
1 Search Engine Optimization (SEO)
2 Content Creation Blogging, Site Pages, Landing Pages
3 SocialFacebook, Twitter, LinkedIn, etc.
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Your prospective students are asking Google
questions on a regular and predictable basis.
It’s your job to be their answer.
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Would you rather own or rent your space in Search Engines?
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Rent (PPC)
• Immediate depreciation
• Rates can change; go up with
competition (bidding)
• No budget? No traffic
• No residual benefit. Once spent, it’s
gone.
• Long-term assets keep generating
traffic over time
• Increases institution’s overall value
with a predictable traffic generation
• 70%-80% of users ignore paid ads
Own (Organic)
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Oh, And Also…
• SEO Leads have a 14.6% close rate, while outbound leads (direct mail,
print) have a 1.7% close rate.
• 2x as many marketers say inbound delivers below average cost per lead
than outbound methods. (2014 State of Inbound Marketing, HubSpot)
• Companies save $20K per year on average by investing more in
inbound marketing vs. outbound. (2014 State of Inbound Marketing, HubSpot)
• Content marketing generates 3x as many leads as traditional
outbound marketing, but costs 62% less. (Demand Metric)
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Valid Use Cases for PPC
• PR/event, short-term promotion
• Extremely competitive keywords
• Cover the page
• Test new landing pages, keywords, and variations
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SEO – Where to Start?
• More the merrier
• Long tail keywords
‘Preparing for the GMAT’
‘How to study for GMAT test’
‘How to become a sales manager’
‘Sales management training course’
‘What to read before taking the GMAT’
*Moz
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SEO – Where to Start?
• Ask Admissions
• Ask current students
• Create target personas
• Let Google give you suggestions
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Student Personas
• Negative Personas
• What is their background? • Years of experience• Undergrad experience
• Demographics? • Gender• Age• City or rural
• Identifiers? • Calm demeanor• Career motivated
• Goals? • Where do they want to be in 5
years
• Objections?• Worried about…
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Full-Time MBA Kyle
Demographics: - 25-29 years old - Male - Lives with roommates in Boston Area
Background: - Attended UMass Amherst- Has been working full time for 3+ years- Salary - $30k - $50k – working in insurance sales (not
intended career)
Goals: - Thinking about changing careers – not using undergrad
degree- Career motivated – wants to be financial stable
Objections: - Worried about the transition to going back to school full time- School/Live balance
Sample Persona
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CONTENT(High-quality)
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Blogging – Why?
1. Your best SEO weapon
2. New blog = New page
3. Your have authority already
4. Inbound links
5. Become a thought leader
6. Social media food
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The Content Process
1. Plan 2. Create 3. Distribute 4. Analyze (Repeat)
Blogging – How?
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Need Some Inspiration?
• Speak to your target personas
• Start with keyword/topic
• Recruit Students
• Faculty content
• Program spotlights
• Admissions FAQs
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Social Media
• Distribution on social media is free
• Another channel to push out content and attract visitors
• Fish where the fish are
• 18-29 year olds remain the most active user group
across Facebook, Twitter, Instagram, and LinkedIn (Pew
Research Center, Social Media Update 2014)
• Social media has a 100% higher lead-to-close rate than
outbound marketing (State of Inbound Marketing, 2012)
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“What if my school already has enough traffic?”
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ConvertHelping The Right Students Find Your
Graduate School
Tweet out key session learnings using hashtag #GMAC2015AC
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Inbound Marketing Funnel
WebTraffic
Blog Keywords/SEOSocial Media
Calls to Action Forms Landing Pages
Segmenting Email Nurturing
Marketing Autom.
Attract
Convert
Nurture
Close
Prospective Students
Inquiry
Application
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Choosing a grad program is one of the biggest choices a person makes
—and is likely to be the most expensive decisions students have
made to date.
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Landing Pages – Why?
• Generate your own list, don’t buy it!
• Higher conversion rates on first click through
from ads
• Quantify long term ROI from PPC campaigns
(cookie tracking)
• Closed-loop reporting
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Source: HubSpot, 2014 State of Inbound Marketing
Co
st p
er L
ead
1-25 51-200 1000+$0
$50
$100
$150
$200
$250
$102
$220
$45 $37
$70
$27
Outbound
Inbound
Company Size
Inbound Costs At Least 67% Less Per Lead Than Outbound Marketing
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Offers - How?
Exchange
Valuable Content
for
Valuable Contact Information
• What content can we give prospective students?
• Call to Action -> Landing Page -> Thank You Page
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Qualities of a Great Landing Page:
Write a clear, action-oriented header
Explain the offer and it’s value in 1-5 sentences
Use numbers, bullets and bolding in the copy
Include relevant image
Form fields relevant to the value of the offer
Place content above the fold
No menu navigations or links
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NurtureContinue To Inform And Influence
Prospective Students
Tweet out key session learnings using hashtag #GMAC2015AC
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Inbound Marketing Funnel
WebTraffic
Blog Keywords/SEOSocial Media
Calls to Action Forms Landing Pages
Segmenting Email Nurturing
Marketing Autom.
Attract
Convert
Nurture
Close
Prospective Students
Inquiry
Application
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Remember Kyle?
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Marketing Automation- How?
1. How are they going to get into a workflow?
2. How are they going to get out of a workflow?
3. What content are we going to send?
4. Measure, Rinse, Repeat
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The Student Journey
The active research process a
student goes through leading up to
a enrolling.
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The Student Journey
Kyle now clearly defined and given a
name to their problem or opportunity.
Kyle has now decided on his solution strategy, method, or approach.
Kyle is experiencing and expressing symptoms of
a problem or opportunity.
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The Student Journey
• Do I want to go to grad school?
• Is grad school right for me?
• Do I need a grad school degree?
• What type of MBA do I want?
• Where?
• What size school?
• Am I going to work full time?
• Which institution do I want to apply to?
• Where should I enroll?
• How am I going to pay for this?
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Segmentation = Personalization
• Age of applicant
• Graduation year
• Years of experience
• Persona:
Parent/grandparent/stude
nt
• Location
• GMAT Score
• Website behavior
• Current industry
• State
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Brian HalliganHubSpot CEO
Dharmesh ShahHubSpot CTO
Use Personas to Personalize Your Content
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Examples for Kyle’s Full Time MBA Journey
• Awareness (ebook) How to further your sales
career?
• Consideration (webinar) How to Select an
MBA Program
• Decision (guide) Your Business School
Program Overview
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Questions?
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Next StepsGetting Started With Inbound
Tweet out key session learnings using hashtag #GMAC2015AC
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Build Your Own Inbound Strategy1 Develop your keyword lists
• Blog: A Beginners Guide to Keyword Research
• Blog: How to Brainstorm Blog Topics
2 Build your personas• Template: Build Your Student Personas
3 Create a content plan and execute• eBook: How to Use Blogging to Attract Students to Your School
4 Convert more traffic, build your own list!• eBook: How to Optimize Landing Pages for Conversion
• Blog: What Schools Should Ask for on Forms
5 Segment and Nurture• Blog: Want to Boost Enrollment? Segmenting Can Help.
• Blog: A Beginners Guide to Marketing Automation
• Marketing Automation Best Practices
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Let’s chat more...
Personalized Inbound Marketing Assessment• Review your school’s current marketing plan and enrollment goals
• Set up inbound strategy
HubSpot 30 Day Free Trial• Use Keyword tool to develop SEO Strategy
• Analyze individual website pages for SEO best practices
• Create sample landing page to test offers
Leigh Fitzgerald
857-829-5702
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Join us for a Happy Hour
4:30pm at “The Corner Office” 1401 Curtis Street
&