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 their careers! • The knowledge gained in this class will help you in the future!!
AGENDA 1. Prospective Student / Student Behavior Has Changed 2. How We Market Our School / Courses Needs to Change 3. Proposed Transformation Plan 3
1. Prospective Student / Student Behavior Has Changed 2. How We Market Our School / Courses Needs to Change 3. Proposed Transformation Plan 4
…the Internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions of people DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY 5
79% of adult Americans use the Internet http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx 6 Image http://www.flickr.com/photos/pimboula/ By PIMboula 6
78% of Internet users conduct research online http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx Image By Mez Love http://www.flickr.com/photos/mezdeathhead/ 7
10.3 Billion 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 8 comScore Explicit Core Search Share Report* August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations
of U.S. consumers spend 1/3 three or more hours online every day 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 9
U.S. Internet users spend 3x more minutes on blogs & social networks than on email = 1 MINUTE SOCIAL NETWORKS ONLINE EMAIL PORTALS VIDEOS / BLOGS GAMES / MOVIES 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 10
RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) http://www.marketingsherpa.com/content/?q=node/2568 11
200 Million 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 12
Organizations that blog get 55% more website visitors By B.Romain: http://www.flickr.com/photos/profete/4940673783/sizes/l/ Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV 13
57% of organizations have acquired a (new contact) through their blog Image http://www.flickr.com/photos/ngmmemuda/4166182931/sizes/l/ By Juliana Coutinho 14
15 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 16
What is Inbound Marketing? Inbound Marketing Outbound Marketing Permission centric … Interruption based … … any tactic that relies on … any tactic that pushes products earning interest instead of or services buying it
Inbound Marketing Comparison • Inbound Marketing • Outbound Marketing • White papers • Phone Calls • Blogs • Television Advertising • E-books • Trade Shows • Social Media • Direct Mail • SEO • Radio • RSS for News
Inbound marketing costs 62% less per lead than traditional, outbound marketing AVG COST/LEAD: $373 AVG COST/LEAD: $143 OUTBOUND INBOUND direct mail, blogging, content publishing, telemarketing, search engine optimization, trade shows social media 20
Inbound “ Marketing ” Plan Get the right content to the right person at the right time Persona Link Creation Building Search Keyword Engine Research Optimization Traffic Generation Blogging Branded …………… .20% Build Non-Branded ……… .80% Authority / Trust Social Media Tools E-books / • LinkedIn - Pinterest Checklists / • Facebook - Google+ Landing How-to Guides • Twitter - YouTube Pages Press Releases / Lead Management Pay-Per- Article Marketing • Nurturing Click • Acquisition Email Call-to- Campaigns / Action Newsletters
1. Prospective Student / Student Behavior Has Changed 2. How We Market Our School / Courses Needs to Change 3. Proposed Transformation Plan 23
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, WORLDWIDE J. WALTER THOMPSON (WORLD ’ S 4 TH LARGEST AD AGENCY) http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC- E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease 24
WSU SBA IN SEARCH ENGINES Can you find Monthly Searches WSU SBA on Search Term in the United States 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 880 No Administration Source: Marketing.Grader.com and HubSpot Internet Marketing 25
WSU SBA IN THE BLOGOSPHERE • 175 Blogs about “ Supply Chain Management ” • 11 Blogs about “ Master of Business Administration ” • 215 Blogs about “Inbound Marketing” None of these blogs are from WSU SBA Technorati (a blog search engine) QUESTIONS: Who are those blogs gets 4.5 million visitors per month trying to reach? What is their goal? How many are business blogs? What purpose do they serve for the organization? Source: Technorati and HubSpot Internet Marketing 26
WSU SBA IN THE BLOGOSPHERE • Blogs about “ Supply Chain Mgmt ” 27
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 28
1. Prospective Student / Student Behavior Has Changed 2. How We Market Our School / Courses Needs to Change 3. Proposed Transformation Plan 29
Today ’ s approach: “ GET IN THEIR FACE ” when they ’ re not looking. Tomorrow ’ s approach: “ GET FOUND ” when they are looking. http://www.wpp.com/NR/rdonlyres/33EEFF99-FD84-4F00-83DC- E75A3E18B9CF/2129/JWT_PressRelease_JWTReDefinesRole_jan05_guidbc1224.pdf?pageContent_PressRelease 30
Google is our new business card. 31
This • “ Interruption ” -based • Avg response rate: 1-5% should be our new marketing mix. • “ Permission ” -based • Avg response rate 20-50% 32
1 Make stuff people want. START CREATING / PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR POTENTIAL STUDENTS: • FAQS • HOW-TO ’ S • EBOOKS • VIDEOS • BLOG! By Josh Liba: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ 33
• THE MORE WE GIVE, THE MORE WE ’ LL GET 2 • INCREASE # Be OF PAGES generous. & INBOUND LINKS • BUILD TRUST, CREDIBILITY, & GOOD WILL By Brandon Christopher Warren: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves- bonafidemarketinggenius/ 34
Rock our • GET ON PAGE 1! • DOUBLE TRAFFIC keywords. • CUT PPC SPENDING IN HALF http://www.flickr.com/photos/feiticeira_org/4602643846/sizes/o/ by feiticeira_org 35
4 Give great directions. • CREATE RELEVANT LANDING PAGES • CREATE CLEAR CALLS TO ACTION • CREATE COMPELLING OFFERS 36 Image By Stéfan: http://www.flickr.com/photos/st3f4n/
5 Invest wisely. “ IF IT DON ’ T MAKE DOLLARS, IT DON ’ T MAKE SENSE. ” 37 Image By Stéfan: http://www.flickr.com/photos/st3f4n/
COURSE GOALS: Top of the Funnel – Traffic Generation • Persona Development • Keywords • Blogging Middle of the Funnel – Lead Management • Understand • Segment • Nurture Bottom of the Funnel – Customer Relationship Management 38
IT ’ S TIME TO TRANSFORM
Get Hired!! Hire DARC • Digital • Analytical • Reach • Content
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