Digital marketing best practices 2013 in higher ed
 

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

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    Digital marketing best practices 2013 in higher ed Digital marketing best practices 2013 in higher ed Presentation Transcript

    • 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
    • Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 2BEST PRACTICE FOR CONTINUOUS IMPROVEMENT
    • Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 3 Mobile Websites Responsive Web Design User/Goal-Driven DesignBRANDING & WEBSITE DESIGN
    • 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
    • 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 SEO Off-Page SEO - link building SEO Tools International SEOSEARCH ENGINE OPTIMIZATION
    • 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 url2. H1 & H2 tags3. Optimized Copy4. Image Tags5. Keyword strategies6. User led copy7. Videos8. Go the extra mileSource: www.searchenginepeople.com
    • 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
    • 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
    • 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 VARY
    • 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
    • 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 MARKETING
    • 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
    • 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
    • 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://plus.google.com/authorship
    • 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
    • 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 PPC
    • 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
    • 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
    • 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
    • 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 Year over YearTraffic is flat Info Sessions aredown 10% Yearover Year Register Now are up108% Month overMonth
    • 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 CHANNELS
    • Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 32ASSISTED VS LAST INTERACTION CONVERSIONS
    • 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 Optimization Landing Page Optimization A/B Testing Conversion Rate OptimizationLEAD GENERATION OPTIMIZATION
    • Digital Marketing Best Practices for Higher Ed 2013FOR LEAD GENERATION AND RECRUITMENTSlide 35USE GOOGLE ANALYTICS TO PRIORITIZEOPTIMIZATION
    • 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
    • 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(% of Company Respondents, Nov 2012)
    • 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
    • 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