Ann Oleson, CEO Jay Kelly, President
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1 CONVERGE CONSULTING TRENDS: RESULTS OF THE 2015 INBOUND MARKETING FOR HIGHER EDUCATION SURVEY PRESENTERS: Ann Oleson, CEO Jay Kelly, President
2 ABOUT CONVERGE 2
3 3
4 4 OMNIUPDATE
5 INBOUND MARKETING ATTRACT CONVERT DELIGHT STRANGERS Search Engine Optimization (SEO) Strategic Content Creation Social Media Paid Advertising VISITORS Calls-to-Action (CTAs) Landing Pages Forms Inquiry Nurturing STUDENTS Segmented Content Ongoing Engagement User Experience Lead Nurturing PROMOTERS 5
6 AGENDA 2015 Inbound Marketing in Higher Education Survey 2015 Methodology INBOUND MARKETING IN HIGHER Results EDUCATION SURVEY: Trends METHODOLOGY 2016 Predictions in Three Key Areas: Digital Advertising Content Marketing Measurement 6
7 Web Based Survey, October 2015 N=502 responded to the survey STUDY INFORMATION October, 2015
8 HOW WOULD YOU DESCRIBE YOUR INSTITUTION? 5.2% 10.8% 33.9% 3.0% Community or Technical college For profit institution Private 4-year institution Public 4-year institution 47.2% Other N=502 October, 2015
9 ADMISSIONS: PRIMARY STUDENTS TARGETED? Graduate Students 64.5% Undergraduate Students 54.0% Adult Students 50.8% Transfer Students 47.6% International Students 46.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% N=124 October, 2015
10 SEO EFFORTS? Technical SEO/Semantic markup 16% 18% 24% 4% 38% Off-page SEO/Link building 19% 17% 28% 5% 31% Yes, Freelance/Outsource Yes, Currently on Staff No, Would like To On-page SEO/Content optimization 19% 38% 18% 3% 22% No, Do not Need Do Not Know Keyword research 27% 35% 16% 4% 17% 0% 20% 40% 60% 80% 100% N=390 October, 2015
11 2016 TRENDS: SEO SEO TRENDS- RYAN Moz Search Engine Ranking Factor Survey
12 2016 TRENDS: SEO Keyword Research: SEM Rush, Google Keyword Planner, Moz SEO TRENDS- RYAN 12
13 2016 TRENDS: SEO Modern Tactics Everything works together to build AUTHORITY Not just one keyword, lots of keywords Develop high level strategic themes Over 70% of the traffic you earn for any given page will come from keywords you didn t try to optimize for. 15% of all Google searches, over half a billion per day, have never been seen before. 13
14 2016 TRENDS: SEO 14
15 2016 TRENDS: SEO Semantic SEO 15
16 2016 TRENDS: SEO Semantic SEO 16
17 DIGITAL ADVERTISING EFFORTS? Direct buy 20% 29% 9% 16% 25% Ad network 32% 19% 11% 12% 27% Yes, Freelance/Outsource Retargeting 37% 18% 15% 10% 20% Yes, Currently on Staff No, Would like To No, Do not Need Display 34% 29% 8% 9% 20% Do Not Know Pay-per-click (PPC) 37% 27% 8% 14% 15% 0% 20% 40% 60% 80% 100% N=371 October, 2015
18 ADVERTISING ON WHICH SOCIAL CHANNELS? Pinterest 2% 11% 22% 45% 20% YouTube 10% 35% 23% 20% 12% Instagram 3% 23% 30% 30% 15% Yes, Freelance/Outsource Yes, Currently on Staff LinkedIn 11% 36% 22% 19% 13% No, Would like To No, Do not Need Twitter 8% 42% 19% 21% 9% Do Not Know Facebook 18% 64% 10% 5% 3% 0% 20% 40% 60% 80% 100% N=362 October, 2015
19 2016 TRENDS: DIGITAL ADVERTISING #1 Increase in Video Ads 19
20 2016 TRENDS: DIGITAL ADVERTISING #1 Increase in Video Ads 20
21 #2 Expansion of Retargeting 2016 TRENDS: DIGITAL ADVERTISING LinkedIn Lead Accelerator 21
22 #2 Expansion of Retargeting 2016 TRENDS: DIGITAL ADVERTISING 22
23 2016 TRENDS: DIGITAL ADVERTISING #3 Increased Data Layering 23
24 2016 TRENDS: DIGITAL ADVERTISING #3 Increased Data Layering 24
25 2016 TRENDS: DIGITAL ADVERTISING Military Corp. Executive Ad Landing Page 25
26 2016 TRENDS: DIGITAL ADVERTISING #4 A to Z Strategy 26
27 CONTENT MARKETING EFFORTS? Communication mapping (workflows, funnels) 8% 43% 24% 3% 21% Videos 16% 62% 13% 8% 1% Marketing automation software 8% 25% 33% 10% 24% Yes, Freelance/Outsource Content offers (ebooks, infographics, kits) 6% 24% 32% 13% 25% Yes, Currently on Staff No, Would like To Editorial Calendar 5% 41% 21% 7% 26% No, Do not Need Do Not Know Messaging Matrix 7% 28% 27% 5% 32% User Personas 10% 31% 21% 10% 28% 0% 20% 40% 60% 80% 100% N=335 October, 2015
28 2016 TRENDS: CONTENT MARKETING #1 Shifting Goals and Priorities 28
29 2016 TRENDS: CONTENT MARKETING #2 Content Calendars = Your New Best Friend 29
30 2016 TRENDS: CONTENT MARKETING #2 Content Calendars = Your New Best Friend 30 4 pilot programs 8 monthly blog posts 4 monthly content offers 2,500+ new sessions in 60 days Over 75% new traffic generated through social media
31 2016 TRENDS: CONTENT MARKETING #3 Focus on Measurement and Performance 31
32 2016 TRENDS: CONTENT MARKETING #4 New & Next: Content Amplification is Coming 32
33 MEASUREMENT EFFORTS? Marketing automation analytics 6% 27% 36% 6% 25% CRM metrics 6% 42% 31% 5% 17% Social media monitoring 10% 65% 14% 2% 9% Yes, Freelance/Outsource Yes, Currently on Staff Social media analytics 10% 66% 13% 1% 9% No, Would like To Google Analytics dashboards 13% 61% 15% 2% 10% Google Analytics goal setup 13% 49% 24% 1% 13% 0% 20% 40% 60% 80% 100% N=327 October, 2015
34 2016 TRENDS: MEASUREMENT #1 - Moving From Data Dumps to Actual Insight 34
35 2016 TRENDS: MEASUREMENT #2 - Inspecting Big Picture Goals on a Micro Level 35
36 2016 TRENDS: MEASUREMENT #3 - Measuring Students Throughout the Funnel 36
37 BEST PRACTICE: MEASUREMENT? < 37
38 INBOUND MARKETING IN 2016 Where would you spend extra resources? Response Number of Responses Staff 50 Advertising 26 Content 25 CRM 20 SEO 17 Marketing Automation 10 38
39 39
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