Centralized Content Marketing. A Valuable Tool for Higher Education Analytics and Online Activity

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1 Spectate Centralized Content Marketing A Valuable Tool for Higher Education Analytics and Online Activity 1720 Peachtree Street, Suite 405 Atlanta, GA facebook.com/spectatewebmarketing LinkedIn: Spectate Inbound Marketing

2 WHY SPECTATE? Utilizing the principles of Content Marketing, Spectate is designed to help you more effectively promote your university online. Spectate is an all-in-one platform that offers centralized tracking, posting, analysis, and optimization for your website, blog, and social media channels. Content Marketing is a cost-effective and student-friendly marketing strategy that allows your target audience to find you. Once upon a time, most marketers were forced to use certain Outbound Marketing tactics such as information sessions, visits, direct mail and flyers to get in front of prospective and existing students. Increases in the use of online search and social media have meant less emphasis on Outbound techniques and more focus on meeting students where they are. The Content Marketing cycle starts with creating content that is relevant, valuable, and interesting to your target audience, students, prospective applicants, parents, or alumni (this includes website pages, blogs, e-books, videos, webinars, social posts, and newsletters). Marketers must then improve the accessibility of their content by optimizing for relevant keywords and phrases using SEO best practices. Last but not least, it's essential to spread your valuable content to the masses by leveraging social media. Each of these processes has traditionally required a different online tool. By implementing a single platform like Spectate to help you enhance your Content Marketing, you can control the entire student life cycle, from driving prospective students to your site, identifying your site visitors, and nurturing students all the way through their university experience, from applications to graduations and beyond. Spectate provides you with the information to more adeptly create content, grow your online presence, and monitor your visitors and prospective students. After Content Marketing drives traffic to your site and generates leads, Marketers can compile useful information about those leads thus allowing your Outbound Marketing efforts to become much more useful and effective. 2

3 HOW SPECTATE WORKS 1. BY DRIVING TARGETED TRAFFIC Website SEO Scoring Search Engine Optimization (SEO) is critical to getting visitors to organically find your site. Spectate integrates SEO scoring tools on both the page and site level to help you assess the search engine-friendliness of your website pages and blog posts. Integration is also in place to track various industry-leading measurable rankings, like your Google PageRank and Alexa rankings. Keyword Analysis Spectate s Keyword Analysis tool enables you to specify particular keywords for which you would like to optimize your website and provides snapshots of data indicating how difficult certain keywords are to rank for, as well as how often they are used in searches. Spectate also tracks keyword densities for each page allowing marketers to see whether their pages are lacking relevant keywords. 3

4 Blogging Content is king in the world of online marketing and its main supporter is your organization s blog. The idea behind it is to present yourself to your audience as a leader in anything, such as student culture, academic departments, even geographic region, and to boost your search rankings by constantly adding valuable targeted content to your website. The freshness factor is increasingly important in the world of SEO. Spectate provides a WordPress Connector which allows you to publish directly to Wordpress. WordPress is the world s most popular blogging software. Your WordPress blog posts are checked for SEO efficiency and scored according to standardized SEO best practices. You can score and rescore while you create content, and posts can be edited within Spectate even after publishing. Social Media Spectate offers you in Social Posts the opportunity to combine your social media efforts for Twitter, Facebook, and LinkedIn into a single place that offers posting options including to create drafts or schedule posts, to furnish tracked links so you know how often your posts are clicked, and includes connectors for multiple accounts within a single post. Beyond the ability to create trackable content for social media, Spectate includes Mentions, the ability to track hashtags, keywords or phrases across the multiple platforms so you are able to continually see literally what people are saying. Never miss an opportunity to comment on a relevant post again. 2. BY CAPTURING AND TRACKING YOUR SITE S VISITORS Visitor Tracking Once a user drops onto your site, they are tracked as a visitor. Visitor tracking can involve Visitor Company Identification when the user is surfing from an IP address associated with a registered domain. For colleges and universities, this means the paths of your site s visitors are followed and once they fill out a form on your site, that visitor is then identified as a Lead. Prospective applicants can be easily segmented against self-identified current students or alumni within the Leads table. The lead s individual activity may be monitored and used to target marketing or event information. 4

5 Forms and Landing Pages Forms and Landing Pages assist you in gaining pertinent information about a visitor (like their name, address, and year in school) that then makes them a Lead within the system. Spectate gives you inline visual editors for creating and customizing these critical assets. Forms can be created with custom fields and may utilize radio buttons, text fields, checkboxes, and more. Progressive Profiling can also be set up for use when a visitor fills out multiple forms on your site. A template-based, SEO-optimized Landing Page engine is another quality tool designed to help you capture your visitors information. Forms are built in to the editor and can be easily manipulated. Ideal for PDF downloads, Adwords campaigns, or Event sign-ups, like an Open House, Landing pages can quickly boost your number of leads. 5

6 Callouts Callouts, also know as calls-to-action buttons, are also tracked in Spectate. Each click to an HTML or image-based button is registered in the system and can direct users toward any URL, including Spectate landing pages! Alerts With each lead that is generated, Spectate can initiate an instant Alert to one or multiple users so you never miss an opportunity to quickly follow up on the right candidate. Users can also receive Visitor Company Alerts, daily reports, weekly reports, and more. 3. BY NURTURING PROSPECTIVE STUDENTS, DONORS, AND ALUMNI Nurture Programs Spectate offers basic drip campaigns through Nurture Programs. Nurture Programs enable you to automate a series of triggers to be sent to a lead. This process can be used to send prospective students relevant information about applying to college, ultimately linking to an application or giving new students timed, important information about arrival for their first year, or for the annual financial giving cycle targeted at Alumni. Each action the receiver makes on the s they receive (open vs. click this link vs. click that link, etc.) can prompt the program to the next action, including removing them from that campaign. s and Autoresponders Spectate integrates a lightweight tool for you to send your plain text or HTML marketing messages. Within , Autoresponders can be created, giving you the option to set up s that can be sent automatically after a form or landing page submission. A prospective student came in through a keyword-based landing page? them more information on that topic/program/department immediately. A current student interested in event information signed up for an list? Send them a welcome message! 6

7 4. BY KEEPING YOU INFORMED Campaigns The tracking of multiple assets under one initiative is possible in Spectate with Campaigns. Each action you take in the system is assigned to a defined campaign. Campaigns are assigned a cost and the value of a lead under that campaign, ultimately providing you with measurable return-on-investment (ROI) data to indicate the effectiveness of that particular marketing effort. Automated Reports Reporting data is the key to agile content marketing. Spectate offers lots of data in charts straight from the Dashboard. The Reports module offers one-click data on Inbound Links, Search terms, and Referral and Traffic Sources. All data within Spectate is also exportable into Excel-compatible.CSV files, so you can manipulate and integrate the data easily. Competition Tracking Within Competition, you can set up comparative analyses between you and your competitors, for example, rivals or partner universities. Track rankings, inbound links, and more. Goals Goals offer you the opportunity to easily track your progress over specific analytics and time periods. Let your measurable analytics like the number of twitter followers, inbound links, or weekly form submissions inform you of how your content efforts are working. 7

8 5. WITH INTEGRATION INTO CASCADE SERVER Spectate Integration inside Cascade Server As Hannon Hill s own product, Spectate s Forms integrates into Cascade Server. The forms that you create inside Spectate are available in the Cascade content WYSIWYGs as an available drop-in addition in Cascade s 7.0 release. Future releases will continue to include more connections between the two products. IMPLEMENTATION, TRAINING, & SUPPORT Implementation Part of the beauty of Spectate is that it s easy to get up and running in only one day. Your Spectate trainer will walk you through the basic setup in a FREE 1.5 hour training session, assist you with installing your tracking code, and then you can be off and running! You can start seeing usage and visitor data immediately. 1" The$Basic$$ Setup$ 2" Tracking$ Assets$ SET$UP$YOUR$ CAMPAIGNS$ Manage$>$Campaigns$ Why?%Campaigns)allow)you) visualize)your)marke4ng)efforts) as)a)unit)and)evaluate)its) performance)over)4me.))) SET$YOUR$ GOALS$ Spectate s QuickStart Guide PUT$ TRACKING$ CREATE$YOUR$ ANALYZE$ CODE$ON$ CONNECTORS$ YOUR$SITE$ YOUR$SITE$ Manage$>$Campaigns$ AdministraFon$>$$ Analyze$>$Site$ >$Edit$Campaign$$$ Connectors$>$ >$Create$Site$ >$View$Tracking$Code$ Create$Connectors$for$ Why?%Spectate)needs)to)know) Why?%You)want)your)traffic) Facebook,$TwiPer,$LinkedIn$ which)sites)you)want)op4mized.) tracked,)right?)here s)how!) Why?%)Linking)your)social)media) allows)you)to)use)those)tools) within)spectate.) MONITOR$ SET$UP$ TRACK$SOCIAL$ YOUR$ KEYWORDS$ MENTIONS$ COMPETITORS$ Your account will also initiate for you a New Account Setup Checklist on your Dashboard and we provide you with a QuickStart Guide for other initial setup tasks that may not have been covered in the initial training. 3" CreaFng$and$ PromoFng$ Your$Content$ Track$>$Goals$$ >$Create$Goal$ Why?%Using)Goals)will)help)you) credibly)track)your)progress)in) increasing)measurable)data) points.) CREATE$AN$ RSS$ BROADCAST$ Manage$>$Social$Posts$ >$Create$RSS$Broadcast$ Why?%Set)up)an)automated) broadcast)to)push)no4fica4ons)of) new)content)to)social)media.) Track$>$CompeFFon$ >$Create$CompeFFon$ Why?%Easily)see)how)your) compe4tors )efforts)look)against) yours.)) START$ SENDING$OUT$ SOCIAL$POSTS$ Manage$>$Social$Posts$ >$Create$Social$Post$ Why?%Social)posts)are)a)great)way) to)drive)traffic)to)your)site.) Track$>$Keywords$ >$Create$Keyword$or$ Quick$Add/Edit$ Why?%Assigning)keywords)to) your)campaigns)assists)you)in) op4mizing)for)them)throughout) Spectate s)tools.)) CONTINUE$TO$ CREATE$WEB$ CONTENT$ Blog$posts,$white$papers,$ new$pages,$videos,$etc.$ Why?%Content)is)king,)and))fresh,) quality)content)is)the)cornerstone) of)inbound)marke4ng.) Track$>$MenFons$ >$Create$MenFon$Tracker$ Why?%)Keep)on)top)of)any) men4on)of)a)specific)keyword) on)the)web)or)twifer)so)you) can)quickly)respond.)) EXPLORE$ OTHER$ SPECTATE$ FEATURES$ Landing$Pages,$ s,$Callouts,$etc.$ Why?%There)are)many)addi4onal) features)to)help)you)grow)your) inbound)leads.) A$Knowledge$Base$loaded$with$Fps,$tricks$and$howXto s$is$available$online$at$help.spectate.com.$$further$support$via$chat$is$available$9amx6pm$et.) Training In addition to your personal training session and QuickStart Guide, Spectate offers video training within our Knowledge Base and regular Webinars. The videos cover a variety of topics with relevant demonstrations of the Spectate application. During the webinars we share our how-to details, best practices tips and tricks, and the opportunity to ask live questions of our trainers. These webinars are free and open to the public, whether you are a client or not. Listings of the dates, Feature topics, and registration links are always available online at spectate.com/resources/upcoming-webinars/. 8

9 Support Our goal is to empower you to maximize your experience with Spectate. Each feature module within Spectate is designed with the user experience in mind. The buttons, process, and layout have been designed to be consistent throughout the application. Our end goal is for Spectate to be so intuitive that the user rarely needs to contact support. However, in the event that users need help, live Chat support is available within the application from 9am 5pm EST. Help.spectate.com plays host to our User Forums and Knowledge Base; both resources are moderated by Spectate support staff and utilized by current clients. Spectate Resources Spectate pushes new content out daily that is chosen to help you with your content marketing efforts. Hot topics are taught and explained through our Blog. Social posts on multiple Social Media channels reference hand-picked articles from other sources meant to inform you on industry best practices, trends, and advice. Spectate s regular Webinars make sure that you are informed on product knowledge and best practices. Live sessions mean that you can ask questions and get immediate feedback. We also feature a Spectate demonstration and training each month for our Cascade Server clients. Trainings are held at 2pm on the 4 th Thursday of the month. The registration link is available here: hannonhill.com/products/benefits2/spectate.html Our help site, help.spectate.com, includes a Knowledge Base with numerous articles describing how to use our features and best-practice processes. Spectate s user community is engaged there, helping each other by voicing their experiences. 9

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