Brendan Marsello Learning Connection Providence, RI Brought to you by
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Today s Presenter Brendan Marsello Information Specialist with the Learning Connection
Contents Class Selection with Lumens Catalog Production Improve SEO Creating a Winning Website The Importance of Email Marketing
Learning Connection Small continuing education school in Providence, RI In our 31 st year of operation The original Lumens test site in 2005 We are a small operation, ranging from 1-3 employees over our time with Lumens Lumens allows us to manage and grow our business, while maintaining low operating costs and staff size
Class Selection Lumens allows LC to easily examine historical class data to determine what classes repeat and what classes get cut Historical class data can be used to see what days of the week work best LC uses Lumens data to determine a comprehensive program plan every catalog to ensure we are getting the most value out of our catalog space
Historical Data We use Lumens to determine which classes have generated a certain level of enrollment over a several year time period Classes that have run several times can be analyzed to look for day of the week historical trends as well as seasonal trends Our lumens data base is now rich enough to exclude outliers and seasonal fluxuations
Historical Data Reports > Catalog Management > Class Performance Pick a date range and use the advanced filter to pick an equal to or grater then minimum enrollment Extract in Excel and sort to determine best performers Also sort by class name to determine historical trend of an individual course
Program Plan Use this data with your catalog production goals to determine what classes you want to have in the catalog This plan acts as a guide to determine what instructors should be contacted about repeat classes Also sort by instructor to see who really draws and consider new classes from these instructors
Catalog Production Once Lumens has helped us determine our Program Plan and instructors are contacted, classes are built Lumens ability to clone past classes saves time and reduces human error mistakes Instructors > Instructor Confirms allows us to easily contact and confirm classes with instructors
Catalog Production This also gives us records of who was contacted and gives us proof if an instructor contests At this point the term can be extracted and delivered directly to our graphic designer This process saves a ton of time and reduces human error Poll Question 1
SEO Now that students find us online and not just with the catalog, Search Engine Optimization is huge! 78% of Internet users do product research online* 89% of Americans search the Internet before making a purchase* This also applies to continuing education! Over 50% of LC students now register over the web! * Inbound 2012, Gary Vaynerchuck
SEO Update content! Homepage content Blog Social Media (Lumens allows direct links and high visibility with Social Media Homepage buttons) Generate Keywords Specific log tail Embed when building courses, on the homepage, as well as blogs and social media
Social Media Poll Question 2
SEO Use a Keyword grader Paid sites like Genoo, Hubspot, ect. Free sites like Google Adwords Want to balance low difficulty and high search volume Same principles can be applied to Google and Facebook adds Poll Question 3
Case Study: GWU George Washington University Event Management Certificate Program Ranks in top 5 (first page) for: Event Management Certificate Event Management Certificate online Event Management Degrees Event Management Classes Ect.
Case Study: GWU Keywords embedded on the Homepage Keywords embedded in the courses This case is easer then Learning Connection due to how specific it is Narrow your topic, find your niche!
Homepage Design Lumens ability to easily customize and change homepage content and design (web-hosted, updates from anywhere!) Match the theme of your main campus site, or other existing sites Use links in visible areas to drive customers to social media, blogs, enews signs ups, gift cards and Google Calendars, digital catalog, ect. Customize your left menu options and appearance of the dropdown menus.
Homepage Design
Custom Web Templates Create new permanent or temporary webpages with links in the left menu Allows to expand on homepage content with out overcrowding Gives customers something new to click on!
Custom Web Templates
Email Marketing Use email to drive students to your Lumens site Stay fresh in their mind, while not oversaturating Use an email service like Genoo, Constant Contact, Hubspot, MailChimp, ect. This allows for tracking and data generation This also reduces time and provides a professional appearance
Email Marketing Use Calls to Action to generate additional leads Can be on your blog, social media and homepage Markets to those leads and existing customers with Email Use segmented lists and drip campaigns Combine email Marking with Lumens promotions to increase web traffic and sales Poll Question 4
Blog with CTA
Drip Marketing Email follow ups to keep potential customers in the funnel You need to find a balance between annoying a lead with too frequent emails and allowing them to forget about you
Catalog Requesters
Learners
Conversion Rates
Questions? Feel free to ask any questions If any questions arise later feel free to contact me at brendan@learnconnect.com
THANK YOU! Thank you for attending today s webinar. Download presentation PDF and view a recording of the complete webinar at augusoft.net/webinar To request a complete in-depth demo of Lumens, contact sales@augusoft.net If you have any additional questions or comments, contact chris.murphy@augusoft.net Please take a few minutes before you leave to fill out the post-webinar survey.