TRANSFORM Inbound Information Technology When a student first comes - - PowerPoint PPT Presentation
IT S TIME TO TRANSFORM Inbound Information Technology When a student first comes to a new class, they want to know what they will be doing but they also really want to know that what they are learning will be relevant to them and
IT’S TIME TO
Inbound Information Technology
want to know what they will be doing …
learning will be relevant to them and their careers!
in the future!!
AGENDA
Behavior Has Changed
Needs to Change
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Behavior Has Changed
Needs to Change
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…the Internet has turned what used to be a controlled, one-way message into
a real-time dialogue with millions of people
5DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY
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http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx Image http://www.flickr.com/photos/pimboula/ By PIMboula
http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx Image By Mez Love http://www.flickr.com/photos/mezdeathhead/
searches are conducted every month on Google
Image By Stéfan: http://www.flickr.com/photos/st3f4n/ http://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Search_Engine_Rankin comScore Explicit Core Search Share Report* August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations
three or more hours
Image By nicholasjon: http://www.flickr.com/photos/nicholasjon/10039285/sizes/o/ http://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064 Chart Title: Time Spent per Day on the Internet According to US Consumers, (% of respondents) Topics: Internet Usage Geographies: North America> United States Sources: The Media Audit
SOCIAL NETWORKS / BLOGS ONLINE GAMES EMAIL PORTALS VIDEOS / MOVIES = 1 MINUTE
U.S. Internet users spend
& social networks than on email
http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064 Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, (billions and % of total) Topics: Internet; Usage Media Consumption; Social Network Users; Geographies: North America> United States Sources: The Nielsen Company
RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) http://www.marketingsherpa.com/content/?q=node/2568
Americans have registered on the Federal Trade Commission’s “Do Not Call” list
Image By tylerdurden1: http://www.flickr.com/photos/tylerdurden/ http://www.wired.com/epicenter/2010/07/do-not-call-list-tops-200-million-some-scammers-still-ignore-it/ http://www.ftc.gov/opa/2010/07/dnc.shtm
Organizations that blog get website visitors
13By B.Romain: http://www.flickr.com/photos/profete/4940673783/sizes/l/ Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
acquired a (new contact) through their blog
Image http://www.flickr.com/photos/ngmmemuda/4166182931/sizes/l/ By Juliana Coutinho
http://www.flickr.com/photos/mait/3582113151/sizes/l/ By Ma
Image http://www.flickr.com/photos/netzkobold/ http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/ RJMetrics
What is Inbound Marketing?
Inbound Marketing Outbound Marketing
Permission centric … … any tactic that relies on earning interest instead of buying it Interruption based … … any tactic that pushes products
Inbound Marketing Comparison
Advertising
Inbound marketing costs 62% less per lead than traditional, outbound marketing
AVG COST/LEAD: $143 AVG COST/LEAD: $373 OUTBOUND INBOUND
direct mail, telemarketing, trade shows blogging, content publishing, search engine optimization, social media
Inbound “Marketing” Plan
Get the right content to the right person at the right time Traffic Generation Branded …………….20% Non-Branded ……….80% Lead Management
Keyword Research Persona Creation Link Building Blogging
Email Campaigns / Newsletters Landing Pages Call-to- Action
Build Authority / Trust
Press Releases / Article Marketing E-books / Checklists / How-to Guides
Social Media Tools
Search Engine Optimization Pay-Per- Click
Has Changed
Needs to Change
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We need to stop interrupting what people are interested in &
CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE
Audiences everywhere are tough. They don’t have time to be bored
http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC- E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
WSU SBA IN SEARCH ENGINES
Search Term Monthly Searches in the United States Can you find WSU SBA on Page 1? Health Informatics 49,400 No Online Degree 823,000 No Accounting 4,090,000 No Business Education 74,000 No Online Master in Business Administration 880 No
Source: Marketing.Grader.com and HubSpot Internet Marketing 25
WSU SBA IN THE BLOGOSPHERE
None of these blogs are from WSU SBA Technorati (a blog search engine) gets 4.5 million visitors per month
Source: Technorati and HubSpot Internet Marketing 26
QUESTIONS: Who are those blogs trying to reach? What is their goal? How many are business blogs? What purpose do they serve for the organization?
WSU SBA IN THE BLOGOSPHERE
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The bad news: We’re way behind. The good news: We can transform & WIN!!!
http://www.flickr.com/photos/eflon/3261104775/sizes/l/ by eflon
Has Changed
Needs to Change
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Today’s approach:
Tomorrow’s approach:
http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC- E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease
Google is our new business card.
This should be our new marketing mix.
Make stuff people want.
START CREATING / PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR POTENTIAL STUDENTS:
By Josh Liba: http://www.flickr.com/photos/jliba/4389220460/sizes/l/
Be generous.
THE MORE WE’LL GET
OF PAGES & INBOUND LINKS
CREDIBILITY, & GOOD WILL
By Brandon Christopher Warren: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves- bonafidemarketinggenius/
Rock our keywords.
http://www.flickr.com/photos/feiticeira_org/4602643846/sizes/o/ by feiticeira_org
Give great directions.
Image By Stéfan: http://www.flickr.com/photos/st3f4n/
Invest wisely.
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
Image By Stéfan: http://www.flickr.com/photos/st3f4n/
COURSE GOALS:
Top of the Funnel
– Traffic Generation
Middle of the Funnel
– Lead Management
Bottom of the Funnel
– Customer Relationship Management
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IT’S TIME TO
Get Hired!!
Hire
DARC
Blogging Video
Rebecca: I really can't stay Unicorn: But baby, it's cold outside Rebecca: I've got to go away Unicorn: But baby, it's cold outside Rebecca: This evening has been … Unicorn: You need inbound marketing Rebecca: … So very nice Unicorn: I’ll make your website optimized Rebecca: My mother will start to worry Unicorn: Beautiful, what's your hurry Rebecca: My father will be pacing the floor Unicorn: Let’s go write one blog post more Rebecca: So really I'd better scurry Unicorn: But my mane is soft and furry Rebecca: Well maybe just a half a drink more Unicorn: Let’s check our lead gen while I pour Rebecca: The neighbors might think Unicorn: Baby, it's bad out there Rebecca: Say, what's in this drink Unicorn: Cold calls and ads out there Rebecca: I wish I knew how Unicorn: To check your analytics now Rebecca: To break this spell Unicorn: Your conversion rates, they sure look swell Rebecca: I ought to say no, no, no, sir Unicorn: But our bounce rate is getting much lower Rebecca: At least I'm gonna say that I tried Unicorn: Our marketing is giving me pride Rebecca: I really can't stay Unicorn: Baby, don't hold out Together: Baby, it's cold outside
Small vs. Large Organizations
Critical Services
How important are these services to your organization?
IT’S TIME TO