Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 1Philippe TazaDIGITAL ANALYSTH...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 2BEST PRACTICE FOR CONTINUOUS ...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 3 Mobile Websites Responsive...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 4 Web traffic via mobile phon...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 5RESPONSIVE WEBSITES
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 6USER/GOAL-DRIVEN WEBSITE DESIGN
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 7 The SEO Iceberg On-Page SE...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 8THE SEO ICEBERG
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 9ON-PAGE SEO1. Search friendly...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 10OFF-PAGE SEO – link building...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 11POPULAR SEO TOOLSTools $ Fun...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 12INTERNATIONAL SEO
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 13INTERNATIONAL SEO: RESULTS V...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 14 Content Strategy The 3 Di...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 15CONTENT STRATEGY
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 16THE 3 DIMENSIONS OF CONTENT ...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 17ALIGN CONTENT MARKETING WITH...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 18SOCIAL MEDIA BASELINEPLATFOR...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 19LEVERAGING SOCIAL CONTENT
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 20SOCIAL CONTENT ROI
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 21GOOGLE AUTHORSHIPhttps://plu...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 22 AdWords Account Architectu...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 23ADWORDS ACCOUNT ARCHITECTURE
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 24ALIGNING THE SCENT TRAIL IN ...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 25IMPORTANT ADWORDS FEATURES ...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 26MOBILE PPC CAMPAIGNS Need h...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 27 Website Goals Web Analyti...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 28WEBSITE GOALS: CALLS TO ACTION
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 29WEB ANALYTICS HIGHLIGHTS Ye...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 30ONLINE APPLICATION FUNNEL
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 31TRACK ONLINE & OFFLINE CHANN...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 32ASSISTED VS LAST INTERACTION...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 33TOP CONVERSION PATHS
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 34 Use GA to Prioritize Optim...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 35USE GOOGLE ANALYTICS TO PRIO...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 36LANDING PAGE OPTIMIZATION1. ...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 37A/B TESTING
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 38CONVERSION RATE OPTIMIZATION...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 39 The future is mobile Busi...
Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 40Philippe TazaTel: 514-312-39...
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Digital marketing best practices 2013 in higher ed

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Digital marketing best practices 2013 in higher ed

Digital marketing best practices 2013 in higher ed

  1. 1. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 1Philippe TazaDIGITAL ANALYSTHigher Education Marketingptaza@higher-education-marketing.comDigital Marketing Best Practices2013 in Higher EdFOR LEAD GENERATION & RECRUITMENT
  2. 2. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 2BEST PRACTICE FOR CONTINUOUS IMPROVEMENT
  3. 3. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 3 Mobile Websites Responsive Web Design User/Goal-Driven DesignBRANDING & WEBSITE DESIGN
  4. 4. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 4 Web traffic via mobile phones doubled from4.6% in 2011 to 9.3% in 2012MOBILE WEBSITES
  5. 5. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 5RESPONSIVE WEBSITES
  6. 6. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 6USER/GOAL-DRIVEN WEBSITE DESIGN
  7. 7. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 7 The SEO Iceberg On-Page SEO Off-Page SEO - link building SEO Tools International SEOSEARCH ENGINE OPTIMIZATION
  8. 8. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 8THE SEO ICEBERG
  9. 9. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 9ON-PAGE SEO1. Search friendly url2. H1 & H2 tags3. Optimized Copy4. Image Tags5. Keyword strategies6. User led copy7. Videos8. Go the extra mileSource: www.searchenginepeople.com
  10. 10. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 10OFF-PAGE SEO – link buildingExamples1. stanford.edu2. chronicle.com3. wordpress.org4. livejournal.com/schools/5. facebook.com
  11. 11. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 11POPULAR SEO TOOLSTools $ FunctionsPaidCompetitive Keyword rankings,technical diagnostic of domain, LinkAnalysisPaid Link AnalysisPaidCompetitive Keyword rankings, SocialSignals, YouTube Rankings by KeywordFreeTechnical diagnostic of domain,Impression data by keyword andpages, Setup settings of your domainFree Similar to GWT but for Bing
  12. 12. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 12INTERNATIONAL SEO
  13. 13. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 13INTERNATIONAL SEO: RESULTS VARY
  14. 14. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 14 Content Strategy The 3 Dimensions of Content Marketing Align Content Marketing with Brand Social Media Baseline Leveraging Social Content Social Content ROI Google AuthorshipSOCIAL CONTENT
  15. 15. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 15CONTENT STRATEGY
  16. 16. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 16THE 3 DIMENSIONS OF CONTENT MARKETING
  17. 17. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 17ALIGN CONTENT MARKETING WITH BRANDSTRATEGY1. Identify what your organizationwants to say and how it wantsto be perceived2. Align all messaging withorganization wide messaging3. Determine what content isappropriate for users or whatis not4. Align messaging across all channels5. Know your important keywords
  18. 18. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 18SOCIAL MEDIA BASELINEPLATFORM CONTENT STRATEGY SHARING FREQUENCYNews, Success Stories,Events, ETC.2-3 a weekBest of all contentshared everywhere Once a dayNews about thecollege and thecommunity4 times a dayVideo capsules Once a monthBusiness-related newsand job postingsTwice a week
  19. 19. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 19LEVERAGING SOCIAL CONTENT
  20. 20. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 20SOCIAL CONTENT ROI
  21. 21. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 21GOOGLE AUTHORSHIPhttps://plus.google.com/authorship
  22. 22. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 22 AdWords Account Architecture Aligning the Scent Trail Important AdWords Features Mobile PPC CampaignsPAY PER CLICK MARKETING
  23. 23. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 23ADWORDS ACCOUNT ARCHITECTURE
  24. 24. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 24ALIGNING THE SCENT TRAIL IN PPC
  25. 25. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 25IMPORTANT ADWORDS FEATURES Location Extensions: GooglePlaces Site links Extensions: Link toProgram/Faculty Pages Social Extensions: Link to G+Page Call Extensions: Essential forMobile PPC
  26. 26. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 26MOBILE PPC CAMPAIGNS Need high ad position Use ad extensions Use mobile landing pages
  27. 27. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 27 Website Goals Web Analytics Highlights Online Application Funnel Track Online & Offline Channels Assisted vs. Last InteractionConversions Top Conversion PathsANALYTICS - DRIVEN MARKETING
  28. 28. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 28WEBSITE GOALS: CALLS TO ACTION
  29. 29. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 29WEB ANALYTICS HIGHLIGHTS Year over YearTraffic is flat Info Sessions aredown 10% Yearover Year Register Now are up108% Month overMonth
  30. 30. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 30ONLINE APPLICATION FUNNEL
  31. 31. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 31TRACK ONLINE & OFFLINE CHANNELS
  32. 32. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 32ASSISTED VS LAST INTERACTION CONVERSIONS
  33. 33. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 33TOP CONVERSION PATHS
  34. 34. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 34 Use GA to Prioritize Optimization Landing Page Optimization A/B Testing Conversion Rate OptimizationLEAD GENERATION OPTIMIZATION
  35. 35. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 35USE GOOGLE ANALYTICS TO PRIORITIZEOPTIMIZATION
  36. 36. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 36LANDING PAGE OPTIMIZATION1. Unique selling proposition2. Benefits3. Hero shot4. Context of use5. Request for data6. Backup or safety net call toaction (CTA)7. The main CTA
  37. 37. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 37A/B TESTING
  38. 38. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 38CONVERSION RATE OPTIMIZATION(% of Company Respondents, Nov 2012)
  39. 39. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 39 The future is mobile Business goals >website goals >analytics goals You must do SEO Content lays at the center of all your onlineinitiatives Use analytics to drive continuous improvement Optimize your lead gen across all channelsCONCLUSIONS
  40. 40. Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 40Philippe TazaTel: 514-312-3968 ext:104ptaza@higher-education-marketing.comwww.higher-education-marketing.comhttp://www.linkedin.com/company/higher-education-marketinghttps://twitter.com/EduWebMarketinghttp://www.facebook.com/higher.ed.marketinghttps://pinterest.com/EduWebMarketing/CONNECT WITH HEM
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