Best emarketing Techniques to Reach Your Lumens Audiences. September 29, 2009

Transcription

1 Best emarketing Techniques to Reach Your Lumens Audiences September 29, 2009

2 Leading Industry Partnerships Winning Partnerships. LERN partnered with Augusoft in 1999 to build Lumens the first Web-based software built for continuing and corporate education programs. Presenters: Greg Marsello, LERN Co-founder & Augusoft Lumens Product Advisor Judi Bryl, Director of Customer Service, Augusoft 2

3 Agenda State of emarketing emarketing Strategies That Work! LERN s emarketing Certification 3

4 State of emarketing Direct mail brochure and emarketing the only two marketing strategies universally recommended Spend 15% of promotion dollars on emarketing Online registration engine driving emarketing Generational marketing and targeting emarketing position 4

5 emarketing Strategies that Work! 5

6 All age groups targeted 6

7 #1. Brochure-Web Mix Print and web must complement each other - Put a picture of your brochure on your home page. - URL on the cover and back of your brochure. - Encourage people to go to your web site. - Sign up for your mailing list on your web site. 7

8 Sign Up for mailing list 8

9 #2. Create a Memorable Domain Name Many domain names are not memorable. Program. Institution. org-edu-com. Institution. org-edu-com/program. Catchphrase.org-com. 1. Think of a series of words people will remember. 2. Register that series of words as your domain name. 3. Have the new domain name point to the existing URL for your main page. 9

10 #2. Create a Memorable Domain Name 10

11 Memorable! MainLineSchoolNight.org WorldClassEducation Go-Parks ClassesforAll.com GeorgiaCenter LearningExchange 11

12 Memorable URL and clean design 12

13 #3. Design Web Descriptions That Sell Your classes/events/programs link has a high visibility on your main page. A person should be able to get to a class or event in 3 clicks. Promote new classes and events on your main page. List categories of classes and events on the first classes/events web page. List titles of classes and events in the categories. There should be a link to registration from every class or event description. 13

14 #4. Get Listed with Search Engines Avoid broad keyword terms in describing your web pages. Go for more narrow and specific terms where your web site can be in the top 10 listings for a search. Reword your title line, URL, metatags, and copy on the web page around the main keywords that someone will search for to find your program. Think of some of your inside pages about specific programs as separate web sites and give them different keywords so that people searching for a specific programs can find your offerings better. 14

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20 #5. Promotions Are Essential Collect addresses from your participants and inquiries. Engage in permission marketing. In general, rental lists are perceived as spam. Include an unsubscribe option with every . Develop a one year marketing plan to improve your effectiveness in promotions. Use a commercial vendor to deliver s more efficiently as well as give you data from your campaigns. Test promotions so you can improve the copy and increase readership and response. 20

21 Eblast Best Practices Response Rates - Open Rate: 20-40% - Click Through Rate: 10-20% - Conversion Rate: 25% How Many & When 2 to 3 times Catalog mailing and classes starting Highlighting classes (4-6) Monthly is minimum Tuesday-Thursday 10-12, or maybe night 21

22 Subject lines: getting through the filters Subject Lines 100 characters or less Be specific: what s in it for them to keep reading the Do not use person s name. Use program s name. Don t use keywords that junk mail filters block: free, for free, visit, order today, sale, adult, $, special Test Urgency Only XX seats left Target Best customers, recent responders, interest areas, demographics/audiences 22

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25 #6 A. Google Analytics Page tagging. Small snippet of Javascript code onto every page of your web site. Tracking - Number of visits, page views, pages, average time on site, percent new visits, bounce rate (just view one page) - Where people come from - Traffic source: direct, referring, search engines 25

26 Select Date Range to be analyzed. 26

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30 #6 B. Search Optimization Works Your search listing rank makes a difference. You should be in the top ten listings for a search. Even an improvement of one position in your search listing rank (in the top ten) can make a substantial revenue difference and improvement for your program. Look at narrow and specific search terms to promote your web pages. Search can now be done locally by geography, making it more feasible for your program to be in the top ten listing for a given search term if your market is local. 30

31 Increasing Your Ranking 1. Determine your best keywords. 2. Use the keywords throughout your site. 3. Develop landing pages. 4. Verify your keyword usage. 5. Train GoogleBot to re-visit your web site. 6. Monitor traffic on site for keywords vs total traffic. 7. Determine what your pages are about. 8. Track your rank over time. 9. Ensure your course database is index-able. 31

32 #7. Multimedia and Interactive Features Enhance Interest Video clips Audio Powerpoints with audio Photographs (customers create content) Color Animation Simulations Virtual tours Blogs, social networks, and instant messaging 32

33 Customers create the content 33

34 Animation (text crawls) and blogs 34

35 #8. Promote Online Registration Online registration is more cost effective than registrations involving staff time. Online registration allows you and your staff to respond better and faster to your customers. Staff time can be reallocated from registration to customer service and sales, boosting the productivity of your staff time. Online is the way much purchasing will be done in the 21 st century. LERN predicts that eventually as many as 90% of registrations will be generated online. 35

36 Web Page Design - F Have your program s banner at the top of the page all the way across. Have a left hand column with links to further information, registration and so on. Have a wider column, or two columns, in the middle of the page. Put a column on the far right side of the page with copy. Have a footer with your program name and contact information. Have a course/event link as an upper left link. Search feature searches your program (location, category, course, time period, age ). 36

37 Successful Main Page Model 1. Big visual. 2. Visual tells a story. 3. Marketing tag line. 4. Less copy. 5. Fewer links, in larger type. 37

38 Visual, taglines and clean 38

39 Other Tips Instructor copy and photo. Online quiz, poll or survey. Course ratings and participant comments. Killer contact us page. Contact a person! BIG Your Seven Web Sites!!!!! 39

40 If Catalogs are used in Lumens, specific catalogs may be requested. 40

41 Customize your template with an attractive button to select the catalog of choice, and eliminate the selection at the bottom of the Courses screen. 41

42 More Spotlight a web page Question box Last minute discounts Completely new and different Try it Interactive game 42

43 emarketing Certification Learn everything you need to know about emarketing Get certified by LERN For more information contact Tammy at 43

44 Thank you for attending the webinar. You will be receiving the presentation as a PDF shortly. You may also download the presentation or watch the recording at u.augusoft.net 2009 Copyright Augusoft, Inc.