Enhance your Website Redesign
with a Digital Marketing Assessment

Enhance Your Website Redesign with a
Digital Marketing ...
Enhance your Website Redesign
with a Digital Marketing Assessment

TODAY’S AGENDA
• Define Marketing Goals for your Websit...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Define Marketing Goals for your Redesign
Enhance your Website Redesign
with a Digital Marketing Assessment

> Benchmark your Current Site
Enhance your Website Redesign
with a Digital Marketing Assessment

> The Digital Marketing Assessment
•
•
•
•
•

Informati...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Assess your Information Architecture
• IA is the art ...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Assess your Information Architecture
Example: URL Pag...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Examine your Site Analytics
Enhance your Website Redesign
with a Digital Marketing Assessment

> Examine your Site Analytics
Enhance your Website Redesign
with a Digital Marketing Assessment

> Google Analytics Checklist
•
•
•
•

Cross Domain Trac...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Google Analytics Goal Value

• Assign a $ value to Go...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Implement Cross Domain Tracking
Facebook
Promotion

P...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Implement Cross Domain Tracking
Facebook
Promotion

P...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Implement Cross Domain Tracking
Prospective Student M...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Implement Cross Domain Tracking
Facebook
Promotion

P...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Factoring SEO into your Redesign
SEO is the process o...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Evaluate your SEO
Enhance your Website Redesign
with a Digital Marketing Assessment

> Evaluate your SEO
Enhance your Website Redesign
with a Digital Marketing Assessment

> Evaluate your International SEO
Enhance your Website Redesign
with a Digital Marketing Assessment

> Evaluate your SEO – Site Errors
Enhance your Website Redesign
with a Digital Marketing Assessment

> Survey your Content
• Identify priority content
• Pri...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Identify and Prioritize your Key Pages for Redesign
Enhance your Website Redesign
with a Digital Marketing Assessment

> Examine Visitor Flow through Priority Content
Enhance your Website Redesign
with a Digital Marketing Assessment

> Prioritize Pages and Elements that Lead to
Conversion...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Survey your Competition for Content
Weaknesses and Op...
Enhance your Website Redesign
with a Digital Marketing Assessment

> Analyze your Social Media Landscape
Enhance your Website Redesign
with a Digital Marketing Assessment

> Analyze your Social Media Traffic
Enhance your Website Redesign
with a Digital Marketing Assessment

> Analyze your Social Media Conversions
Enhance your Website Redesign
with a Digital Marketing Assessment

> Put Social Media into the Proper Perspective
Enhance your Website Redesign
with a Digital Marketing Assessment

Marketing Priorities and Recommendations
for your Redes...
Questions?
Philippe Taza
ptaza@higher-education-marketing.com
.www.higher-education-marketing.com
@PhilippeTaza

Lance Mer...
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Enhance your website redesign with a digital marketing assessment

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Enhance your website redesign with a digital marketing assessment

  1. 1. Enhance your Website Redesign with a Digital Marketing Assessment Enhance Your Website Redesign with a Digital Marketing Assessment Philippe Taza DIGITAL ANALYST Higher Education Marketing ptaza@higher-education-marketing.com To view the 30 minute, live recording of this webinar, go to this link.
  2. 2. Enhance your Website Redesign with a Digital Marketing Assessment TODAY’S AGENDA • Define Marketing Goals for your Website Redesign • The Importance of Benchmarking your Current Site • The Digital Marketing Assessment – – – – – • Assess your Information Architecture Examine your Site Analytics Evaluate your SEO Survey your Content Analyze your Social Media Marketing Priorities and Recommendations for your Redesign
  3. 3. Enhance your Website Redesign with a Digital Marketing Assessment > Define Marketing Goals for your Redesign
  4. 4. Enhance your Website Redesign with a Digital Marketing Assessment > Benchmark your Current Site
  5. 5. Enhance your Website Redesign with a Digital Marketing Assessment > The Digital Marketing Assessment • • • • • Information Architecture Analytics/Conversions Search Engine Optimization Content Social Media
  6. 6. Enhance your Website Redesign with a Digital Marketing Assessment > Assess your Information Architecture • IA is the art and science of organizing the content and flow of your website to produce a structure/design that balances the user’s desires with your business needs.
  7. 7. Enhance your Website Redesign with a Digital Marketing Assessment > Assess your Information Architecture Example: URL Page Depth
  8. 8. Enhance your Website Redesign with a Digital Marketing Assessment > Examine your Site Analytics
  9. 9. Enhance your Website Redesign with a Digital Marketing Assessment > Examine your Site Analytics
  10. 10. Enhance your Website Redesign with a Digital Marketing Assessment > Google Analytics Checklist • • • • Cross Domain Tracking? Profiles and Filters Goals and Goal Values Webmaster Tools and AdWords linking • Campaign Tagging
  11. 11. Enhance your Website Redesign with a Digital Marketing Assessment > Google Analytics Goal Value • Assign a $ value to Goals achieved
  12. 12. Enhance your Website Redesign with a Digital Marketing Assessment > Implement Cross Domain Tracking Facebook Promotion Prospective Student Microsite www.CollegeMicrosite.com Main College Website www.College.edu Website Goals and Registrations
  13. 13. Enhance your Website Redesign with a Digital Marketing Assessment > Implement Cross Domain Tracking Facebook Promotion Prospective Student Microsite www.CollegeMicrosite.com GA Account 1 • Facebook Visitors will be identified in GA1
  14. 14. Enhance your Website Redesign with a Digital Marketing Assessment > Implement Cross Domain Tracking Prospective Student Microsite www.CollegeMicrosite.com Main College Website www.College.edu Website Goals and Registrations GA Account 2 • FB visitors will not be identified – traffic will appear to be coming from www.CollegeMicrosite.com in GA 2
  15. 15. Enhance your Website Redesign with a Digital Marketing Assessment > Implement Cross Domain Tracking Facebook Promotion Prospective Student Microsite www.CollegeMicrosite.com Main College Website www.College.edu Website Goals and Registrations GA 1 is installed with Cross domain tracking on ALL webpages Facebook Visitors are clearly visible in GA 1 and we can measure the number of Website Goals and Registrations that origin from that campaign
  16. 16. Enhance your Website Redesign with a Digital Marketing Assessment > Factoring SEO into your Redesign SEO is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
  17. 17. Enhance your Website Redesign with a Digital Marketing Assessment > Evaluate your SEO
  18. 18. Enhance your Website Redesign with a Digital Marketing Assessment > Evaluate your SEO
  19. 19. Enhance your Website Redesign with a Digital Marketing Assessment > Evaluate your International SEO
  20. 20. Enhance your Website Redesign with a Digital Marketing Assessment > Evaluate your SEO – Site Errors
  21. 21. Enhance your Website Redesign with a Digital Marketing Assessment > Survey your Content • Identify priority content • Prioritize conversion events in redesign • Examine visitor flow through key pages • Compare your content to your competition’s content
  22. 22. Enhance your Website Redesign with a Digital Marketing Assessment > Identify and Prioritize your Key Pages for Redesign
  23. 23. Enhance your Website Redesign with a Digital Marketing Assessment > Examine Visitor Flow through Priority Content
  24. 24. Enhance your Website Redesign with a Digital Marketing Assessment > Prioritize Pages and Elements that Lead to Conversions
  25. 25. Enhance your Website Redesign with a Digital Marketing Assessment > Survey your Competition for Content Weaknesses and Opportunities • Program pages are extremely thorough but CTA could be clearer • Incorporate videos in student testimonials
  26. 26. Enhance your Website Redesign with a Digital Marketing Assessment > Analyze your Social Media Landscape
  27. 27. Enhance your Website Redesign with a Digital Marketing Assessment > Analyze your Social Media Traffic
  28. 28. Enhance your Website Redesign with a Digital Marketing Assessment > Analyze your Social Media Conversions
  29. 29. Enhance your Website Redesign with a Digital Marketing Assessment > Put Social Media into the Proper Perspective
  30. 30. Enhance your Website Redesign with a Digital Marketing Assessment Marketing Priorities and Recommendations for your Redesign • • • • • Identify Benchmarks, set new Goals Improve Information Architecture Improve Content Protect and improve SEO Integrate and improve Social
  31. 31. Questions? Philippe Taza ptaza@higher-education-marketing.com .www.higher-education-marketing.com @PhilippeTaza Lance Merker lance@omniupdate.com www.omniupdate.com @lancemerker

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