Unfortunately for higher education marketers, there is only so much program-specific information a University can espouse before its branding message becomes just another noisy, unrecognizable foghorn on the mist-cloaked, higher-ed seas. To differentiate your school’s programs, brand and message, consider marketing sideways. “Use a peripheral but more human and interesting component of your brand to […]
An Inbound Marketing Plan is similar to a marketing plan but exclusively focused on achieving business goals by creating and igniting relevant, trust-building and shareable content. It answers fundamental questions like “who, what, why, where, when” for the inbound initiatives such as blog posts, social media posts, online press releases, articles, infographics, polls, white papers, […]
Inbound marketing and paid marketing are good alone, but better together. While paid marketing gives a short-term boost, inbound marketing creates an enduring foundation.
Here is how you might want to organize your team to achieve success with your inbound marketing campaign: 1. Strategist: A domain expert who carries the torch of the client perspective. 2. SEO Marketer: Ensuring that all fresh content is informed by a Keyword Guide as part of larger keyword strategy. 3. Editor in Chief: […]
Over the past few months, I’ve heard from a growing number of prospective clients interested in inbound marketing in higher education. They may not call it inbound marketing — maybe they’re asking for help with blog posts or website content — but inbound marketing is what it comes down to. And to me, inbound marketing […]
Traditional outbound marketing relies heavily on interrupting prospective customers with advertising, direct mail, etc. Inbound marketing takes a much different approach: earning attention and trust by providing valuable content and embracing personal interaction. Inbound marketers help clients “get found” via search engines, word-of-mouth and the sharing of content. These tactics also tend to engage prospects […]