I just finished giving a speech at the western region meeting of the National Council for Marketing & Public Relations in Sedona, Arizona.
NCMPR is the association of community and technical college marketers. A really interesting group that needs to harness social media and work with prospective students on an individual, relevant, highly personal basis.
While this presentation was specifically for NCMPR, there is a lot of material that will be valuable to anyone looking to launch and maintain a social media and digital marketing program for a mid-sized business or organization.
Key points in this presentation:
- Media outlets have exploded, causing audience fragmentation
- You have to communicate to audiences individually, because they don’t herd together like the old days
- Using the power of audience segmentation
- Digital marketing is critical in this new hyper-targeted marketing world, because online users identify themselves through their search queries and site usage
- Ways to find prospective community college students (Twitter, Facebook, Blog search, Flickr)
- Web site is the key to translating awareness of your college (or any brand) to action
- Web content needs to be transparent, real, and multi-modal
- Lead acquisition is critical for colleges. Give users multiple call to action options.
- Secrets to good form design
- Web site testing and optimization basics
- Lead nurturing via personalized follow up and triggered communications
Comments are very much appreciated. Enjoy.