how to build a winning campaign with strategic content - target x crm summit 2015
TRANSCRIPT
PRESENTERS:
Ann Oleson, Founder & CEORobyn Anderson, Vice President
HOW TO BUILD A WINNING CAMPAIGN WITH STRATEGIC CONTENT
TARGET X CRM SUMMIT 2015 | July 21ST
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CONTENT IS PERSONAL
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CONTENT IS VISUAL
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CONTENT IS SOCIAL
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MARKETING HAS CHANGED
44% of direct mail is never opened
86% skip TV commercials
91% unsubscribe from emails
200 Million say “do not call”
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PROSPECTIVE STUDENTS ARE ONLINE
of prospective students view college website via mobile devices
of students find college websites to be a reliable sources of information
of students used social media when deciding to where to enroll
Inbound Marketing practices produce
50% 97%
76% more inquires than traditional outbound practices54%
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SEGMENTATION: THE RIGHT FIT
MESSAGE AUDIENCE
TIME
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INBOUND MARKETING
CONVERT DELIGHT
Search EngineOptimization (SEO)
Social Media
Personas
Digital Advertising
ATTRACT
VISITORS STUDENTS PROMOTERS
Workflows
Landing Pages
Forms
Segmented Content
Ongoing Engagement
Measurement
STRANGERS
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STRATEGIC CONTENT CREATION
Informational, the old boring
Compelling, the new awesome!!!
zz z
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ATTRACT
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ATTRACT
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SEARCH ENGINE OPTIMIZATION (SEO)
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SEARCH ENGINE OPTIMIZATION (SEO)
What You Need to Know› Technical assessment (crawl for errors)› On Page optimization and basic keyword research› Thematic keyword development› Off page optimization and link building› Reporting
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ON-PAGE SEO
1. Content › Clear, concise and compelling› Shows rather than tells› Engaging› Relevant keywords› Fresh
2. Architecture› Search engines can easily crawl pages on site› Speed – site loads quickly› URLs are short and contain meaningful keywords to page topics
3. Search friendly HTML› Titles contain keywords relevant to page topics› Meta description tags describe what the pages are about› Headlines and sub-heads use relevant keywords
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OFF-PAGE SEO
1. Trust› Links from a trusted, quality or respected web site
2. History› Has the site been around a long time?
3. Opportunities› Admissions Consulting Sites – Clear Admit– Accepted.com
› Government sites› Earned media – Wall Street Journal– Washington Post
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BLOGGING
Create long-lasting marketing assets by publishing blog articles optimized to get found and generate leads.
• Create content to develop your thought leadership and get found online
• View detailed SEO recommendations for improving your content as you type
• Automatically publish to your social media accounts
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CONTENT CALENDARS
THEME OFFLINE EVENTS1/8/14 - 2/11/2014
2/12/2014 - 3/8/2014 Transformative EducationWesley Conference (3/8), Deposit Deadline, Fee Waiver (2/18), Messenger (3/1), Chaplin Gene Schandorff Retiring
3/9/2014 - 4/15/2014 We LOVE giving you your money's worth Spring Break (3/24-28)
4/16/2014 - 5/15/2014 Parents Commencement (5/10), Alumni Weekend (5/9-10), Summer Session 1 begins (5/12)
5/16/2014 - 6/15/2014 Best-of-all-Worlds Location Summer Session 2 begins (6/12) Note: Instagram :)
6/16/2014 - 7/31/2014 Highly Valued Relationships Summer Session 3 begins (7/12)
8/1/2014 - 9/15/2014 Distinctive Undergraduate Traditions
Fall Semester Begins (8/26), New Student Orientation (8/22)
9/16/2014 - 10/15/2014 Division II Athletics
10/16/2014 - 11/15/2014 A Growing, Vital Campus The Call Conference (11/10-13)
11/16/2014 - 12/15/2014 Challenging Yet Accessible
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SOCIAL MEDIA
• Join into conversations about you or industry topics
• Less formal, more personality, concise, fun!
• Use your content calendar to schedule consistent, on-point posts
• Develop an analytics dashboard to learn how social traffic is converting on your goals
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SOCIAL MEDIA
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SOCIAL MEDIA
SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
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PERSONAS
User personas are critical benchmarks for segmentation.
• Provide a deeper understanding of target audiences.
• Creative marketing tools to reference when developing content.
• Help us deliver the right messages at the right time.
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PERSONAS
High School Henry
Transfer Taylor
• Do I want to go to college?
• Do I want to go to school far away?
• Do I need a concentration?
• Are there other campuses out there I’d like better?
• What schools are closer to home?
• What schools are in the city?
• What major do I want to focus on?
• Where do I want to go to school?
• What size campus is right for me?
• Are my credits going to transfer?
• Is my different major offered?
• Am I going to need to do an extra semester?
• Are there scholarships available?
• Is there early decision available?
• Is my sports team good?
• What is the difference in cost?
• Do I like the professors/deans?
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PERSONAS
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PERSONAS
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COMMUNICATIONS MAPPING
Compelling, the new awesome!!!
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EMAIL MARKETING
Send personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective.
Collect valuable information on your leads for segmentation, personalization, and follow up by your sales team • Personalize your
message, sender, and subject lines• View detailed
engagement analytics • Choose from a variety of
pre-tested templates
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Example of a good email -
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CONVERT
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CONVERT
Example Campaign
Convert Visitor to a Lead
Meet Professors
Student Success Stories
Info on Campus Visit
Info on Financial Aid
Push towards “apply now”
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WORKFLOWS
Workflows help us strategize communication touch-points.
• Do we need more conversion points in our funnel?
• Should we focus on building our prospect pool?
• Is there a push for applicants?• Where are we focusing our efforts?
Answer these questions to allocate time and efforts according to your unique goals.
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WORKFLOWS
We want our users to voluntarily take action.
• Request information• Start an application• Download content• Register for an event• Visit campus• Make a donation
Maps and workflows help us get get users from point A to point B.
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COMMUNICATIONS MAPPING
Compelling, the new awesome!!!
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EMAIL MARKETING
Send personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective.
Collect valuable information on your leads for segmentation, personalization, and follow up by your sales team • Personalize your
message, sender, and subject lines• View detailed
engagement analytics • Choose from a variety of
pre-tested templates
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CALLS TO ACTION (CTAS)
• “Apply Now” is not good enough
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LANDING PAGES
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LANDING PAGE & FORM
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DELIGHT
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DELIGHT
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President of Converge, Jay Kelly
Presidential Hopeful, Chris Christie
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SEGEMENTED CONTENT
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SEGMENTED CONTENT
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ENGAGEMENT
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ENGAGEMENT
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ENGAGEMENT
Since March 1, 2015…
• 400+ Facebook Page ‘Likes’
• 170+ Twitter Followers
• 290+ Digital Advertising Leads
• 30+ New Applications
• 450% increase in website traffic
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MEASUREMENT
What is working and what isn’t? Delight your unique audience by giving them more of what your they respond positively to.
• Track how your marketing is performing in terms of visitors, leads & students
• Measure the ROI of your marketing campaigns
• Drill into detailed reports on your performance
• Compare the effectiveness of your marketing channels
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MEASUREMENT
Analyze how you compare to your competitor’s online presence.
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Converge 2015
http://convergeconsulting.org/converge2015/
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Ann OlesonCEO & Founder
Robyn AndersonVice President
Thank you!