Every year, the inbound marketing experts at Hubspot host the INBOUND conference, where more than 10,000 marketers meet to join in education, inspiration, and networking ideals that evolve businesses and knowledge.
This year was no exception: 14,000 marketing and sales professionals converged on the Boston Convention and Exhibition Center for four days of learning and growth. Not to mention, they enjoyed keynotes from some of the world’s most sought-after talent—Anna Kendrick, Serena Williams, Alec Baldwin, Reshma Saujani, and Ta-Nehisi Coates, just to name a few.
And, while discussions or marketing and sales are generally left to the business world, in the advent of social media and content marketing, they’ve become ever more important in the education sector, as well. Consider that educators need to market to a variety of people—students, parents, and other institutions, not to mention donors and alumni—and they need to do it in a way that’s incredibly cost-efficient.
Inbound marketing meets both of those ends: it’s far-reaching and cost-effective. Here are some of the principles espoused by marketing leaders that administrators and teachers can use, too.
- Attract: Drawing in new customers while retaining your existing market is a challenge all businesses face. Social media, blogs, and article bylines on industry-leading news sources are invaluable in growing your brand presence and bringing in new customers (or donors, administrators, and students). This is a tactic we employ at Motivis Learning, and there are many other institutions that do it well, too.
- Convert: As you well know, choosing a college or university is one of the biggest decisions of a student’s life. It’s up to each institution to use their website (or blog and social media) to build a brand that speaks to the values of their ideal student body, so those prospects sign up for an email list, follow them on Twitter or Facebook, and download resources from them—before they’ve even applied to the institution.
- Nurture: Nurturing leads (or interested students) includes sending them resources that aid them in the application and admissions process, and then prepping them (or their parents, for K-12 institutions) for the shift into a new school. Consider your current student body and the struggles they face. For example, do most of your students commute, or will they be leaving home for the first time? Depending on the answer, you can provide resources to ease any of their concerns.
- Close: Once those acceptance letters are sent, there’s only one thing left to do—close the deal, as they say. During this process, you’ll want to give students a true idea of what their education and campus life will be like, and that will heavily influence their decision. Again, providing resources and being available to answer questions is invaluable in providing a great brand experience.
How we embrace inbound tactics at Motivis Learning
Here at Motivis, we truly believe that education is tantamount to success. As part of that, we regularly send our employees to educational conferences year round–so we were absolutely excited to send a group to INBOUND this year.
Amanda Murrin, one of our UI Designers, said that she “left Inbound with so much inspiration to carry over in our design process in how we continue to create solutions that are purposeful and important for students’ success.” Amanda (who we sometimes refer to as our ‘Brand Sherpa’) and her team are instrumental in creating an awesome user experience in our platform, so we’re super excited to see how they translate their learnings into our product.
Be sure to check out some highlights from this year’s conference, and get alerts to register for next year’s conference on their website: www.inbound.com.