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Digital marketing best practices 2013 in higher ed
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Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENT
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Philippe Taza DIGITAL ANALYST
Higher Education [email protected]
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:[email protected] 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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