Digital marketing best practices 2013 in higher ed

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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Philippe Taza DIGITAL ANALYST

Higher Education Marketingptaza@higher-education-marketing.com

Digital Marketing Best Practices 2013 in Higher EdFOR LEAD GENERATION & RECRUITMENT

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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BEST PRACTICE FOR CONTINUOUS IMPROVEMENT

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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Mobile Websites Responsive Web Design User/Goal-Driven Design

BRANDING & WEBSITE DESIGN

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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Web traffic via mobile phones doubled from 4.6% in 2011 to 9.3% in 2012

MOBILE WEBSITES

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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RESPONSIVE WEBSITES

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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USER/GOAL-DRIVEN WEBSITE DESIGN

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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The SEO Iceberg On-Page SEO Off-Page SEO - link building SEO Tools International SEO

SEARCH ENGINE OPTIMIZATION

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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THE SEO ICEBERG

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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ON-PAGE SEO

1. Search friendly url2. H1 & H2 tags 3. Optimized Copy4. Image Tags5. Keyword strategies6. User led copy7. Videos8. Go the extra mile

Source: www.searchenginepeople.com

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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OFF-PAGE SEO – link building

Examples1. stanford.edu2. chronicle.com3. wordpress.org4. livejournal.com/

schools/5. facebook.com

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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POPULAR SEO TOOLSTools $ Functions

PaidCompetitive Keyword rankings, technical diagnostic of domain, Link Analysis

Paid Link Analysis

Paid Competitive Keyword rankings, Social Signals, YouTube Rankings by Keyword

FreeTechnical diagnostic of domain, Impression data by keyword and pages, Setup settings of your domain

Free Similar to GWT but for Bing

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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INTERNATIONAL SEO

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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INTERNATIONAL SEO: RESULTS VARY

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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Content Strategy The 3 Dimensions of Content Marketing Align Content Marketing with Brand Social Media Baseline Leveraging Social Content Social Content ROI Google Authorship

SOCIAL CONTENT

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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CONTENT STRATEGY

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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THE 3 DIMENSIONS OF CONTENT MARKETING

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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ALIGN CONTENT MARKETING WITH BRAND STRATEGY

1. Identify what your organization wants to say and how it wants to be perceived

2. Align all messaging with organization wide messaging

3. Determine what content is appropriate for users or what

is not4. Align messaging across all channels5. Know your important keywords

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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SOCIAL MEDIA BASELINEPLATFORM CONTENT STRATEGY SHARING FREQUENCY

News, Success Stories, Events, ETC. 2-3 a week

Best of all content shared everywhere Once a day

News about the college and the

community4 times a day

Video capsules Once a month

Business-related news and job postings Twice a week

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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LEVERAGING SOCIAL CONTENT

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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SOCIAL CONTENT ROI

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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GOOGLE AUTHORSHIP

https://plus.google.com/authorship

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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AdWords Account Architecture Aligning the Scent Trail Important AdWords Features Mobile PPC Campaigns

PAY PER CLICK MARKETING

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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ADWORDS ACCOUNT ARCHITECTURE

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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ALIGNING THE SCENT TRAIL IN PPC

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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IMPORTANT ADWORDS FEATURES Location Extensions: Google

Places Site links Extensions: Link to

Program/Faculty Pages Social Extensions: Link to G+

Page Call Extensions: Essential for

Mobile PPC

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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MOBILE PPC CAMPAIGNS

Need high ad position Use ad extensions Use mobile landing pages

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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Website Goals Web Analytics Highlights Online Application Funnel Track Online & Offline Channels Assisted vs. Last Interaction

Conversions Top Conversion Paths

ANALYTICS - DRIVEN MARKETING

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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WEBSITE GOALS: CALLS TO ACTION

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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WEB ANALYTICS HIGHLIGHTS

Year over Year Traffic is flat

Info Sessions are down 10% Year over Year

Register Now are up 108% Month over Month

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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ONLINE APPLICATION FUNNEL

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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TRACK ONLINE & OFFLINE CHANNELS

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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ASSISTED VS LAST INTERACTION CONVERSIONS

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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TOP CONVERSION PATHS

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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Use GA to Prioritize Optimization Landing Page Optimization A/B Testing Conversion Rate Optimization

LEAD GENERATION OPTIMIZATION

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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USE GOOGLE ANALYTICS TO PRIORITIZE OPTIMIZATION

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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LANDING PAGE OPTIMIZATION

1. Unique selling proposition2. Benefits3. Hero shot4. Context of use5. Request for data6. Backup or safety net call to

action (CTA)7. The main CTA

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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A/B TESTING

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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CONVERSION RATE OPTIMIZATION(% of Company Respondents, Nov 2012)

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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The future is mobile Business goals >website goals >analytics goals You must do SEO Content lays at the center of all your online

initiatives Use analytics to drive continuous improvement Optimize your lead gen across all channels

CONCLUSIONS

Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT

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Philippe TazaTel: 514-312-3968 ext:104ptaza@higher-education-marketing.com www.higher-education-marketing.comhttp://www.linkedin.com/company/higher-education-marketinghttps://twitter.com/EduWebMarketinghttp://www.facebook.com/higher.ed.marketinghttps://pinterest.com/EduWebMarketing/

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