Aha! :: Elliance Blog
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 […]
Like my wife and I and a lot of other people, our friends Lindsay and Ryan have a dog. Their dog is an ancient Japanese Chin named Mikoto. Mikoto weighs maybe five pounds, yet lumbers when he moves, is completely deaf, and lives a monk-silent life. Because Mikoto is for so many reasons portable, he […]
Although marketing creativity is a right-brain activity, in today’s digital realm marketers are also responsible for the left-brain activity of measuring, analyzing and reporting on the effectiveness of their marketing programs. One of the most common web traffic measurement techniques involves…
One of the tensions we hold at Elliance has to do with the pros and cons of specialization. While most of our work focuses on higher education marketing — where we have deep experience — we also meet a wider set of client challenges in manufacturing, banking, non profits and other worlds far from campus. […]
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 […]
If done right, SEO will literally outlive your website. On the internet, we don’t often think of our media as having any intrinsic permanent value. News headlines are expired within minutes; tweets are gone in a flash. Blogs squabble and compete for our momentary attention before disappearing again into obscurity. Even websites rarely stand the […]
Every day I visit the websites of potential clients who are looking for help with enrollment problems. We all know that the website is your best recruiting tool. It’s an essential part of your institution’s enrollment strategy, for attracting and the recruiting of prospective students. In almost every case, I’m amazed to find problems that […]
Amy mentioned in her last post the strength of Pinterest as a marketing channel. Pinterest is now the third-largest social network behind only Facebook and Twitter. For marketers, Pinterest is one more channel in the marketing toolkit that we need to think (and worry) about. In the realm of the higher education marketing industry, Pinterest […]
To higher education marketing pros, April & May is “yield season.” It’s the culmination of all their marketing and relationship-building efforts to convert a suspect to a prospect to an applicant to an admitted student. Yield is the percentage of admitted students who actually decide to enroll. This is a big deal in enrollment marketing […]
As the director of new business development, I do a little bit of problem solving and a little bit of matchmaking. It’s my job to do everything I can to help contacts clearly articulate their challenges and then to determine if and how Elliance can help solve those problems. The best part of my day […]