ACT Enrollment Planners Conference

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1 CONVERGE CONSULTING ACT Enrollment Planners Conference PRESENTERS: Ann Oleson, CEO Jay Kelly, President

2 2 ABOUT CONVERGE

3 3

4 4

5 AGENDA 2015 Inbound Marketing in Higher Education Survey Methodology Results Trends INBOUND MARKETING IN Predictions in Three Key Areas: Digital Advertising Content Marketing Measurement 5

6 INBOUND MARKETING ATTRACT CONVERT DELIGHT Search Engine Optimization (SEO) STRANGERS Content VISITORS Pages STUDENTS Marketing Digital Advertising Search Engine Optimization Calls to Action (CTAs) Landing Forms Retargeting Lead Nurturing s Content Strategy Ongoing Engagement User Experience (UX) Measurement PROMOTERS 6

7 Inbound Marketing User Personas Content Calendars Automated Marketing Systems Enrollment Journey Maps Social Media Plan SEO Communication Workflows Campaign Strategy 7

8 AGENDA 2015 Inbound Marketing in Higher Education Survey 2015 Methodology INBOUND MARKETING IN Results HIGHER EDUCATION SURVEY: Trends METHODOLOGY 2016 Predictions in Three Key Areas: Digital Advertising Content Marketing Measurement 8

9 Web Based Survey, October 2015 N=502 responded to the survey STUDY INFORMATION October, 2015

10 HOW WOULD YOU DESCRIBE YOUR INSTITUTION? 5.2% 10.8% 33.9% 3.0% Community or Technical college For profit institution Private 4 year institution Public 4 year institution 47.2% Other N=502 October, 2015

11 ADMISSIONS: PRIMARY STUDENTS TARGETED? Graduate Students 64.5% Undergraduate Students 54.0% Adult Students 50.8% Transfer Students 47.6% International Students 46.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% N=124 October, 2015

12 RANK: TOP THREE RECRUITMENT PRIORITIES Number of inquiries Number of campus visits Number of applicants Number of enrolled students Academic Profile Diversity Ability to pay Student retention Ranking of institution 1st nd rd N=437 October, 2015

13 Search Engine Optimization Before After 13

14 SEO Efforts What are some of you doing currently to optimize your search engine efforts? 14

15 SEO EFFORTS? Technical SEO/Semantic markup 16% 18% 24% 4% 38% Off page SEO/Link building 19% 17% 28% 5% 31% Yes, Freelance/Outsource Yes, Currently on Staff No, Would like To On page SEO/Content optimization 19% 38% 18% 3% 22% No, Do not Need Do Not Know Keyword research 27% 35% 16% 4% 17% 0% 20% 40% 60% 80% 100% N=390 October, 2015

16 2016 TRENDS: SEO Modern Tactics Everything works together to build AUTHORITY Not just one keyword, lots of keywords Develop high level strategic themes Over 70% of the traffic you earn for any given page will come from keywords you didn t try to optimize for. 15% of all Google searches, over half a billion per day, have never been seen before. 16

17 TRENDS: SEO

18 2016 TRENDS: SEO Semantic SEO 18

19 Digital Marketing Demographic Research Digital Ad & Creation Setup of Conversion tracking and GA dashboards Ongoing reporting & strategy Customized digital strategy Real time reporting of KPI s Landing page Design & Dev Retargeting Campaign Optimization 19

20 Digital Advertising Are you doing any digital advertising? Do you have someone in house or do you use a marketing firm? What channels are you advertising on? 20

21 DIGITAL ADVERTISING EFFORTS? Direct buy 20% 29% 9% 16% 25% Ad network 32% 19% 11% 12% 27% Yes, Freelance/Outsource Retargeting 37% 18% 15% 10% 20% Yes, Currently on Staff No, Would like To No, Do not Need Display 34% 29% 8% 9% 20% Do Not Know Pay per click (PPC) 37% 27% 8% 14% 15% 0% 20% 40% 60% 80% 100% N=371 October, 2015

22 ADVERTISING ON WHICH SOCIAL CHANNELS? Pinterest 2% 11% 22% 45% 20% YouTube 10% 35% 23% 20% 12% Instagram 3% 23% 30% 30% 15% Yes, Freelance/Outsource Yes, Currently on Staff LinkedIn 11% 36% 22% 19% 13% No, Would like To No, Do not Need Twitter 8% 42% 19% 21% 9% Do Not Know Facebook 18% 64% 10% 5% 3% 0% 20% 40% 60% 80% 100% N=362 October, 2015

23 2016 TRENDS: DIGITAL ADVERTISING #2 Increase in Video Ads 23

24 2016 TRENDS: DIGITAL ADVERTISING #2 Increase in Video Ads 24

25 #3 Expansion of Retargeting 2016 TRENDS: DIGITAL ADVERTISING LinkedIn Lead Accelerator 25

26 #3 Expansion of Retargeting 2016 TRENDS: DIGITAL ADVERTISING 26

27 2016 TRENDS: DIGITAL ADVERTISING #4 Increased Data Layering 27

28 2016 TRENDS: DIGITAL ADVERTISING #4 Increased Data Layering 28

29 Personas Have you created Personas internally? If so, how do you use them? 29

30 2016 TRENDS: DIGITAL ADVERTISING #5 Persona Targeted Advertising & Messaging 30

31 2016 TRENDS: DIGITAL ADVERTISING 31

32 TIPS: DIGITAL ADVERTISING In order to get the most out of your Digital Advertising Use personas Use data layering Change creative frequently Understand point in recruitment funnel to target Review reports with KPI s at least monthly TEST everything but not at the same time Ad copy Ad creative Landing pages 32

33 Content Marketing Website content Blog Posts Infographics Social media strategy Custom content templates User Personas Photography HD Video 33

34 Who creates content at your university? Content Marketing Where does content get placed? 34

35 CONTENT MARKETING EFFORTS? Communication mapping (workflows, funnels) 8% 43% 24% 3% 21% Videos 16% 62% 13% 8% 1% Marketing automation software 8% 25% 33% 10% 24% Yes, Freelance/Outsource Content offers (ebooks, infographics, kits) 6% 24% 32% 13% 25% Yes, Currently on Staff No, Would like To Editorial Calendar 5% 41% 21% 7% 26% No, Do not Need Do Not Know Messaging Matrix 7% 28% 27% 5% 32% User Personas 10% 31% 21% 10% 28% 0% 20% 40% 60% 80% 100% N=335 October, 2015

36 2016 TRENDS: CONTENT MARKETING #1 Shifting Goals and Priorities 36

37 2016 TRENDS: CONTENT MARKETING #2 Focus on Measurement and Performance 37

38 TIPS: CONTENT MARKETING In order to get the most out of your Content Marketing: Streamline planning with a content calendar Simplify management with tools and apps like Trello Create with a goal in mind Focus on sharing, promotion and amplification Measure and evaluate the impact Use analytics to view real time performance data 38

39 Monitoring Data Who here uses Google Analytics? Do you have Goals and Dashboards? 39

40 Google Analytics Universal Analytics Goal Mapping Dashboards Analytics Trainings Google Tag Manager event tagging 40

41 MEASUREMENT EFFORTS? Marketing automation analytics 6% 27% 36% 6% 25% CRM metrics 6% 42% 31% 5% 17% Social media monitoring 10% 65% 14% 2% 9% Yes, Freelance/Outsource Yes, Currently on Staff Social media analytics 10% 66% 13% 1% 9% No, Would like To Google Analytics dashboards 13% 61% 15% 2% 10% Google Analytics goal setup 13% 49% 24% 1% 13% 0% 20% 40% 60% 80% 100% N=327 October, 2015

42 2016 TRENDS: MEASUREMENT #1 Moving From Data Dumps to Actual Insight 42

43 2016 TRENDS: MEASUREMENT #2 Inspecting Big Picture Goals on a Micro Level 43

44 2016 TRENDS: MEASUREMENT #3 Measuring Students Throughout the Funnel 44

45 TIPS: MEASUREMENT Identify a Champion for Measurement Write the role of measurement into someone s job description Identify what you are measuring first and why it is important Identify experts who understand Higher Education for training and resources on measurement 45

46 Staff Advertising Content CRM SEO Marketing Automation Where would you spend extra budget? 46

47 INBOUND MARKETING IN 2016 Where would you spend extra resources? Response Number of Responses Staff 50 Advertising 26 Content 25 CRM 20 SEO 17 Marketing Automation 10 47

48 48

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