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It’s not just about your website…It’s about your web strategy.
eMarketing Techniques for Educators
By David [email protected]
Keynote Speech Outline
• Accountability• Web 1.0 -> Web 2.0• Social Media Trends• Benefits of eMarketing• Creating your Marketing System• Specific eMarketing Techniques– Website Optimization– Email Marketing– Search Engine Optimization– Social Media Optimization
Accountability
Accountability
1. Choose a partner2. Introduce yourself3. Commit to do ONE thing you learn today4. Connect outside of this workshop5. Check up with each other - MIH
The New Web
The New Web
• A user driven virtual world
– User driven content– Rich, interactive and user-friendly– Community and Social Network – Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc
A Vision of Students Today
Who was the person of the year in 2006?
Statistics & Trends
• Social media trends– Facebook over 175M, $15B value– A blog is created every half second– Over 150K videos uploaded to YouTube every day– 75% of adults 18-24 are on social networks
Annual Growth of social networking• Facebook – 100%• LinkedIn – 146% • Twitter – 752%
Budget Line Increases VS Decreases
Significant Barriers to Adoption
Benefits of eMarketing
• Easy to use• Easy to quantify• Easy to customize• Easy to interact with users• Time Efficient• Cost efficient• High Return on Investment
Creating a Marketing System
Website
Video
CRMSEM
SMO
Traditional
Optimizing Websites for Conversion
• Design–Capture viewers attention immediately–Make sure you have a call-to-action–Get them to come back
• Analysis–Google Analytics–Google Optimizer
Capture Attention Immediately
Engage your users
Google Analytics – Tracking Success
Tracking Goals in Google Analytics
Use Google Website Optimizer
Website Best Practices
1.) Make it EASY to buy2.) ENGAGE your users
3.) GET their email
Use Email Marketing
• Cost effective– ~ 500 = $15/month
• View opens and clicks– Know exactly who opened it and when
• Develops relationships– You open email from people you trust
• Offer a value-based monthly newsletter
Email Marketing Best Practices
1. Focus on users needs (80%/20%)2. Have a call to action3. Track results and follow-up
Tips from the Tweetisphere
Managing Relationships
• Customer Relationship Management– Knowledge is power– Gathering inquiries from website– Synchronize with email marketing– Create a follow-up protocol– Coordinate with your team
Organic VS Paid Search
SEO VS PPC
eMarketing Best Practices – SEM
1. Use title tags2. Key in to your keywords3. Inbound links!
eMarketing Best Practices – SEM
• Page title• Keyword density• H1, H2, H3 tags• Bold text• Anchor text• Keyword phrase or theme for each page• Robot friendly page URL
Use Website Grader
Getting Started with Social Media
• What is it?• POST Strategy• Some of our favorites:– YouTube– LinkedIn– Facebook– Twitter– Blogs
RSS – The common denominator
Getting Started with Social Media
From Groundswell by Charlene Li and Josh Bernoff
General Tips for Social Media
• Tip #1– Leverage signature lines
• ‘Follow Us on Twitter’, ‘See Us on YouTube’, ‘Connect to Us on Facebook’
• Tip #2– Leverage evangelists
• Encourage sharing– Twitter, Digg, Reddit
• Tip #3– Systematize and Calendarize
• KISS!
The Technology & The tools
Using Blogs
Using Video
Using Twitter
Facebook Page
Using LinkedIn and Facebook
Creating a Marketing System
Website
Video
CRMSEM
SMO
Traditional