Killer Content Offers for Higher Education

PRESENTERS:

MeganBysAmandaTower

KILLERCONTENTOFFERSFORHIGHEREDUCATION

WEBINAR|4.28.16

PRESENTERS

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AmandaTower|ContentStrategistSheworkswithclientstocreatecompellingwebcontentanddevelopeffectivemarketingstrategies.

Megan Bys|VPofContentStrategySheleadscontentstrategyandinbound marketingconsultation tobuildnewwebsitesandinnovativemarketingcampaignsforourhighereducationclients.

SUMMARY

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Annualreports.Viewbooks.Directmail.Tiredofthesameoldsonganddancewhenitcomesto#higheredmarketing?Weare,too.

Duringthenexthour,we’llcover:

• Whataredigitalcontentoffers?

• Howdoweusethemeffectivelyinhighereducation?

• Whatworksbestfordifferentaudiences?

• Howdoweusethemtonurtureleadsthroughthefunnel?

#TBT

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#MAIL#VINTAGE

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WELCOMETO2016

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ofInternettrafficwillbevideocontentwithinthenexttwoyears

ofcommunicationswillbevisualby2018

ofstudents usedsocialmediawhendecidingtowheretoenroll

Inbound marketingpracticesproduce

moreinquiresthantraditionalmarketingpractices

CON-TENTOFF-ER

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Ahigh-valuepieceofdigitalcontentthatpromotesyourinboundmarketingandrecruitmentefforts.

• Addresschallengesyouraudiencefaces.10TipsforChoosinganMBAProgram.• Buildreciprocatingrelationships.“Yougivemeyourcontactinformation,we’llprovidethiseBook.”’

• Helpnurtureleadsthroughtheirdigitalenrollmentjourney.

THESHORTLIST

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• Calculators• Checklists• ContestsandGames

• Courses/VideoTutorials• Ebooks• How-To’s• InteractiveInfographics• Quizzes

• ResourceKits

• SlideShare Presentations

• Templates

• Webinars

• Whitepapers• Worksheets

• Viewbooks

Inbound Funnel

Attract | TOP OF FUNNEL (TOFU)

Users in the Attract phase are just getting to know your brand. Content offers should be used to bring more qualified prospects to your website and collect enough information to begin conversations with them.

GOAL: INQUIRIES

REQUEST INFO > EXPLORE OUR PROGRAMS > DOWNLOAD AN EBOOK > LEARN MORE > READ OUR BLOG >

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Convert | MIDDLE OF FUNNEL (MOFU)

Prospects in the Convert phase have taken an interest in what you have to offer. They may have downloaded an eBook or submitted an RFI, but you’ll need to continue the engagement to turn that prospect into an applicant. Content offers will be key in driving that conversion.

GOAL: APPLICANTS

CONTACT US > MAKE A GIFT > ATTEND AN EVENT > VISIT CAMPUS > APPLY NOW >

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Delight | BOTTOM OF FUNNEL (BOFU)

Users at this point in your inbound marketing funnel have completed an application. They may be a student, but recruitment is never done. Continue engagement with users at this point in the funnel. Delight them with on-going communication and content offers that address their unique needs and interests.

GOAL: STUDENTS

SUBMIT DEPOSIT > REGISTER FOR CLASSES > LIKE/SHARE/FOLLOW > GET INVOLVED >

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RE-AUTOMATE

ATTRACT

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TOPOFFUNNEL(TOFU)

DIGITALENROLLMENTJOURNEY

HIGHSCHOOLHENRY

• Ismyprogramofinterestavailable?

• WheredoIwanttolive?(location)

• Whatcollegeistherightfitforme?

• HowwillIfinancemyeducation?

• WhatoutcomeswillIseefrommyprogram?

• Isthereearlydecisionavailable?

• What’shappeningoncampus?

• Aretheretoursormeetupsavailable?

• WhatclasseswillItakemyfirstsemester?

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ATTRACT|TOFU CONVERT|MOFU DELIGHT|BOFU

CTA:INQUIRE CTA:APPLY CTA:ENROLL

BLOGS

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BLOGS

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30DAYRESULTS:AveraginganewTOFUinquiryeachday!

EBOOKS

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EBOOKS

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EBOOKS

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VIEWBOOK

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VIEWBOOK

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ATTRACT:TOFUSTRATEGIES

• Castawidenettocapturesearchesaroundrelevantkeywordsandtrendingtopics

• Leverageblogcontenttogenerateinquiriesthroughclearcall-to-actionbuttonsandRFIforms

• Earntrustwithaltruistic,highvalueresourceslikeeBooks,tipsheets,checklistsandkitsthatmakeprospectivestudents’searcheasier

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CONVERT

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MIDDLEOFFUNNEL(MOFU)

DIGITALENROLLMENTJOURNEY

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HIGHSCHOOLHENRY

• Ismyprogramofinterestavailable?

• WheredoIwanttolive?(location)

• Whatcollegeistherightfitforme?

• HowwillIfinancemyeducation?

• WhatoutcomeswillIseefrommyprogram?

• Isthereearlydecisionavailable?

• What’shappeningoncampus?

• Aretheretoursormeetupsavailable?

• WhatclasseswillItakemyfirstsemester?

ATTRACT|TOFU CONVERT|MOFU DELIGHT|BOFU

CTA:INQUIRE CTA:APPLY CTA:ENROLL

GUIDE

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GUIDE

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WEBINAR

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WEBINAR

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CONVERT:MOFUSTRATEGIES

• Leveragecontentofferstofullyqualifyyourinquiries

• Addadditionalformfieldstoobtainmoreinformation(AnticipatedStart,Company,Title,EducationHistory)

• Showcaseoutcomeswithimpactfulvisualcontentoffersthattellyourstory

• Continuetoserveasaresource,answerquestionsandalleviatebarrierstoapplication

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DELIGHT

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BOTTOMOFFUNNEL(BOFU)

DIGITALENROLLMENTJOURNEY

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HIGHSCHOOLHENRY

• Ismyprogramofinterestavailable?

• WheredoIwanttolive?(location)

• Whatcollegeistherightfitforme?

• HowwillIfinancemyeducation?

• WhatoutcomeswillIseefrommyprogram?

• Isthereearlydecisionavailable?

• What’shappeningoncampus?

• Aretheretoursormeetupsavailable?

• WhatclasseswillItakemyfirstsemester?

ATTRACT|TOFU CONVERT|MOFU DELIGHT|BOFU

CTA:INQUIRE CTA:APPLY CTA:ENROLL

WHITEPAPER

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WHITEPAPER

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WHITEPAPER

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EVENT

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EVENT

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DELIGHT:BOFUSTRATEGIES

• Focusonofferingsthatcontinuetheconversation(bothonlineandoffline)

• Introducenewformsofengagementwithhigh-touchofferingsliketours,meetupsandcoffeechats

• Createcontentoffersthathelpprospectivestudentsseethemselvesonyourcampusorinyourprogram

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TAKEAWAYS

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Inbound Funnel

Attract | TOP OF FUNNEL (TOFU)

Users in the Attract phase are just getting to know your brand. Content offers should be used to bring more qualified prospects to your website and collect enough information to begin conversations with them.

GOAL: INQUIRIES

REQUEST INFO > EXPLORE OUR PROGRAMS > DOWNLOAD AN EBOOK > LEARN MORE > READ OUR BLOG >

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Convert | MIDDLE OF FUNNEL (MOFU)

Prospects in the Convert phase have taken an interest in what you have to offer. They may have downloaded an eBook or submitted an RFI, but you’ll need to continue the engagement to turn that prospect into an applicant. Content offers will be key in driving that conversion.

GOAL: APPLICANTS

CONTACT US > MAKE A GIFT > ATTEND AN EVENT > VISIT CAMPUS > APPLY NOW >

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Delight | BOTTOM OF FUNNEL (BOFU)

Users at this point in your inbound marketing funnel have completed an application. They’re a student, but recruitment is never done. Continue engagement with users at this point in the funnel. Delight them with on-going communication and content offers that address their unique needs and interests.

GOAL: STUDENTS

SUBMIT DEPOSIT > REGISTER FOR CLASSES > LIKE/SHARE/FOLLOW > GET INVOLVED >

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RE-AUTOMATE

TIPSFORGETTINGSTARTED

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• Startwithagoal.Dowewanttogeneratemoreinquiries?Arewelookingtodrivemoreapplicationcompletions?Shouldwefocusonmeltprevention?

• Recycle,repurpose,reuse. Timeisalwaysoftheessencewhenitcomestomeetingyourenrollmentgoals.

• Testoutanoffer. Testoutacontentofferortwoatvariousstagesofthefunneltoseewhatworksbestforyou.

Needhelpwithstrategyandexecution?Contactus.

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MeganBysVicePresidentofContentStrategy

@megancendrowskimegan@convergeconsulting.org

Thankyou!

AmandaTowerContentStrategist

@imatoweramanda@convergeconsulting.org