Liz Schmitt Chief Enrollment & Student Affairs Officer Miss Porter’s School liz_schmitt@missporters.org

Using Your School’s Data to Drive Communications and Boost Conversions

Peter Baron Senior Product Marketing Manager Blackbaud pbaron@whipplehill.com

ConversionsInbound marketing

Interpreting data

inbound marketing

Are you using inbound marketing?

Sixty percent of companies will execute inbound marketing strategies in 2013. — ROI Report by HubSpot and MIT, http://bit.ly/GzKfKW

“Outbound marketing is the traditional form of marketing where a company

initiates the conversation and sends its message out to an audience. ”

Inbound marketing is advertising your school

through blogs, podcasts, video, eBooks, enewsletters,

whitepapers, SEO, social media marketing, and other forms of

content marketing…Inbound marketing earns the attention of

customers, makes the school easy to be found ultimately drawing

customers to the website by producing interesting content.

Are you using inbound marketing?

school examples?

St. Paul’s School #SPS12Days

• Instagram challenges in 2012 & 2013

• Good buzz, increased likes, increased interaction rates. 577 people interacted with the 2012 campaign. Students were posting photos, alums were interacting with them.

St. Paul’s School #SPS12Days

Peter SalibaHead of School Tilton School @TiltonHOS

Experience Tilton School

“As a partner of Giving Tuesday, we want to involve all independent schools and their extended communities in a group discussion.  

Our goal is to enable and empower faculty, students, families, alumni, and the entire independent school community to join in and promote giving. Participants in the chat can share what their schools have done to give back and showcase the efforts of students, families, alumni, and communities as well.”

#isGivingTuesday

976

How do they convert?

Landing Page

Analytics (8/1/13-9/9/13): 309 page views / 256 visitors

50% bounce rate (site wide, it’s 38.8%)

Where people went after visiting the page:

Register for event 10.0% Portrait of a Porter's Graduate 6.6% Porter's Summer Programs 5.9% Welcome to Porter's 4.8%

6%

9%

14%

21% 22%

28%

< 15 seconds 1-3 minutes 15-30 seconds 30-60 seconds 3-5 minutes 5-10 minutes

Landing pages

Landing pages are often linked to/from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads.Source: http://en.wikipedia.org/wiki/Landing_page

Landing PageWebsite

Goal = Explore, Learn

1:1

Slide Inspiration: Oli Gardner, Unbouncehttp://bit.ly/unbounce-lp-design

Goal = Conversion

51%

Attendee to Applicant

74%

AcceptedCompared to average

acceptance rate of 46%

73%

YieldCompared to average

yield rate of 50%

Entering Class

28%

Accepted Students!

Inbound Marketing Blueprint

Keywords

SEO

Content

Social

Personas

5 Steps to an Inbound Marketing Plan

http://www.schneiderb.com/

Personas

personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way.

http://en.wikipedia.org/wiki/Persona_(marketing)

Build out personas Build out personas Build out personas

Keywords

https://adwords.google.com http://www.wordtracker.com

http://raventools.com/ http://moz.com

Keywords

SEO

<title> tagurl keywords

<H1> tag

Page Structure

Inbound Links

Content +

? ? ?

Social Media

http://www.dreamgrow.com/how-to-build-a-social-media-bomb/

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