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A discussion of eMarketing Best Practices for Continuing Education and Workforce Development
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It’s not just about your website…It’s about your web strategy.
eMarketing Best Practices for Continuing Education and Workforce
Development
Webinar by Intelliworks, WorkSmart eMarketing, and Virginia Western
Community College
Agenda
• Introduction• Statistics and Trends• The Case for eMarketing• eMarketing Techniques• Case Study – Corporate College (division of Tri-C)• Final Thoughts
Statistics & Trends
• Community College Trends– Budgets going down– Enrollment going up– Administrators are primarily baby boomers
Statistics & Trends
• Social media trends– Facebook over 100M, $10B value– A blog is created every half second– Over 150K videos uploaded to YouTube every day
What the heck is Web 2.0?
eMarketing Benefits
• Easy to use• Easy to quantify• Easy to customize• Easy to interact with users• Time Efficient• Cost efficient• High Return on Investment
Create your Marketing System
Traditional Marketing & CRM
• Track your customers!• Make phone calls• Network around the region• Leverage PR department• Traditional collateral– Postcards– Flyers– Brochure
eMarketing Best Practices - Microsite
1.) Make it EASY to buy2.) ENGAGE your users
3.) Make sure you GET their email
eMarketing Best Practices – Email
1. Focus on users needs (80%/20%)2. Have a call to action3. Track results and follow-up
eMarketing Best Practices – SEM
1. Use title tags2. Key in to your keywords3. Inbound links!
Use Social Media
Corporate College – Results
• Monthly Email Newsletter– Subscriptions from ~1000 -> ~3000– Average open rate 28% (CTR 3%)
• Microsites– More than 5000 unique visitors since February ‘07– Time on site > 3 minutes, 3.5 pages per visit
• Online videos– More than 50 videos online– Over 2000 plays, 13.8K minutes downloaded
More Resources
• Anything and everything you need is online• Monthly Online Webinars• Monthly newsletter (Starts January ‘09)• Austin Texas eMarketing Events (1/28/09)
