Enrollment Marketing 101. What is Wrong with Traditional School Marketing and Why Inbound Marketing Can Increase Your Enrollment?
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1 Enrollment Marketing 101 What is Wrong with Traditional School Marketing and Why Inbound Marketing Can Increase Your Enrollment?
2 Upcoming ACCS Webinars 5 Ways to Increase the Number of Inquiries to Your School by 50% Tuesday, November 12 11am Eastern Search Engine Optimization Tips to Attract Prospective Parents Tuesday, November 19 11am Eastern
3 Ralph Cochran Principal Consultant schoolinboundmarketing.com Director of Marketing CONTACT
4 Traditional vs. Inbound Marketing to Grow Enrollment What is a Traditional Marketing Strategy? Why Traditional Marketing is not as effective. What is an Inbound Marketing Strategy? Why Inbound marketing produces results.
5 CASE STUDIES SEWICKELY ACADEMY - Pennsylvania 30% increase in new student enrollment from the last year 11% increase in applications, a four-year-high 30% increase in web traffic Sewickley Academy wasn't attracting the right applicants with outbound marketing tactics. They were challenged by a failing economy, and didn't know how to optimize their website to attract prospective students. I HubSpot(Inbound Marketing) because it helps me reach my enrollment goals. Brendan Schneider, Director of Admission & Financial Aid at Sewickley Academy
6 CASE STUDIES
7 IS YOUR MARKETING TOO EXPENSIVE & INEFFECTIVE?
8 Audiences everywhere are tough. They don t have time to be bored or brow beaten by orthodox, old fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in. Craig Davis Chief Creative Officer, J. Walter Thompson (World s 4 th Largest Ad Agency)
9 The Internet has fundamentally changed the way people find, discover, research, share, shop, and connect with your School.
10 Are you Fishing in the wrong place for Prospects?
11 Traditional Marketing SPRAY AND PRAY
12 The traditional marketing playbook Print TV Radio PR Events Direct Mail Spam Billboards
13 DON T DISRUPT ME I AM NOT LISTENING! 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe 200m Say DO NOT CALL 13
14 Traditional vs. Inbound Marketing to Grow Enrollment What is a Traditional Marketing Strategy? Why Traditional Marketing is not as effective. What is an Inbound Marketing Strategy? Why Inbound Marketing produces results.
15 QUICK TIP 1. INBOUND BENCHMARKING YOUR SITE VS. COMPETITION 1. MARKETINGGRADER.COM 2. INCREASE SEARCH ENGINE RESULTS AND LINK AUTHORITY 1. THE IMPORTANCE OF SCHOOL REVIEW SITES 1. GREATSCHOOLS.ORG 2. PRIVATESCHOOLREVIEW.COM 3. SCHOOLDIGGER.COM 3. INCREASE SEO ON YOUR WEBSITES 1. TECHNICAL- ALT TAGS and FILENAMES ON PICTURES
16 INBOUND MARKETING Marketing prospects love! Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Hubspot 2013
17 Hubspot 2013
18 INBOUND MARKETING How does it work? Don't interrupt buyers, attract them. Turn your website into a magnet. Create content, optimize it for search engines and share it on social media. Then engage your prospects with landing pages, calls to action, personalized and a personalized website. That's how you market to humans. That's inbound marketing. Hubspot 2013
19 INBOUND EVALUATION COMPARE AND CONTRAST TWO CHRISTIAN SCHOOL WEBSITES
20 What am I supposed to do here?
21 What am I supposed to do here?
22 WHAT MAKES A CLASSICAL SCHOOL CLASSICAL?
23 WHAT MAKES A CLASSICAL SCHOOL CLASSICAL? WHAT MAKES AN INBOUND MARKETING PLAN INBOUND?
24 STRATEGY VS. TOOLS Don t confuse Social Media Tools with an Inbound Marketing Strategy
25 Inbound Marketing is NOT! Is Not Gaining hundreds of facebook likes. Is Not Paid Search Advertising (Google Adwords, Bing, etc..) Is Not Another marketing tactic. Is Not something you try like a Radio ad
26 Inbound vs. Traditional TRADITIONAL Interruption Pushing Print, Radio, Direct Mail Sales Cycle Customer does X for business One Way Buying Prospect s Attention INBOUND Relational/Listening Pulling Blog, White Papers, Guides, Search Engine Optimization (SEO), Engaging Content Buying Cycle Business educates, and nurtures with content for Customer Two Way Earning Prospect s Attention Building Websites Building Communities
27 LEARN MORE INBOUND IS A COMMITMENT TO EDUCATION SCHOLA BLOG SCHOOLINBOUNDMARKETING.COM LINKEDIN GROUP ENROLLMENT GROWTH STRATEGIES FOR CLASSICAL & CHRISTIAN SCHOOLS HUBSPOT BLOG BLOG.HUBSPOT.COM HUBSPOT ACADEMY ACADEMY.HUBSPOT.COM
28 Upcoming ACCS 5 Ways to Increase the Number of Inquiries to Your School by 50% Tuesday, November 12 11am Eastern Webinars Search Engine Optimization Tips to Attract Prospective Parents Tuesday, November 19 11am Eastern
29 Thank you Please feel free to contact me if you have questions or would like to discuss your school s marketing challenges.
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