This is the presentation of our webinar on international recruitment. A webinar that is a results-focused look into international student recruitment, providing step-by-step solutions for understanding your present marketing efforts and implementing improvements.

1. Improve your International Recruitment Results
with a Digital Marketing Assessment
Improve your International Recruitment
Results with a Digital Marketing
Assessment
Slide 1
Philippe Taza
CEO
Higher Education Marketing
ptaza@higher-education-marketing.com

2. Improve your International Recruitment Results
with a Digital Marketing Assessment
TODAY’S AGENDA
• Define your Digital Marketing Recruitment Goals
• Benchmark your Current Activity
• The Digital Marketing Assessment
• Assessment Recommendations

3. Improve your International Recruitment Results
with a Digital Marketing Assessment
> WES Report
http://wenr.wes.org/2014/10/bridging-the-digital-divide-segmenting-and-recruiting-international-millennial-students/

4. Improve your International Recruitment Results
with a Digital Marketing Assessment
> International Student Recruitment Channels

5. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Define the Goals of your Digital Marketing

6. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Benchmark your International Conversions by Country

7. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Benchmark your International Traffic by Channel

8. Improve your International Recruitment Results
with a Digital Marketing Assessment
> A Digital Marketing Assessment evaluates your:
• Web Ecosystem
• Analytics
• Search Engine Optimization
• Content
• Mobile
• Social Media
• Paid Search

9. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Define Your web ecosystem
• Your website (multiple domains/subdomains?)
• Your social media channels
• Your microsites
• Third party applications: CRM, application
system, payment gateway, sales automation,
etc.

10. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Google Analytics Checklist
• Profiles and Filters
• Recruitment Goals and Goal Values
• Webmaster Tools and
AdWords linking
• Email & Campaign Tagging

11. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Setup your recruitment goals

12. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Google Analytics Goal Value
• Assign a $ value to your goals
• Divide the average value of that goal by the
average conversion rate

13. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Factoring SEO into your Marketing Mix
SEO is the process of affecting the visibility of your website or a
web page in a search engine's "natural search results”.
Check your SEO rankings in each of your targeted countries

14. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Start with SEO
• Identify new international keywords
• Use the correct information architecture
• Translate and optimize
• Use International Targeting in
Webmaster tools

15. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Keyword Research
• Enter keywords that
describes your college and
programs
• Select the location (s) you
are interested in targeting
• Select the language (s) you
are planning to target
• Use search volume as an
indicator of popularity

16. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Keyword Research

17. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Which keywords should you target?

18. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Plan for search globally, target locally
For country specific data:
http://ptgmedia.pearsoncmg.com/images/9780789747884/supplements/9780789747884_appC.pdf

19. Improve your International Recruitment Results
with a Digital Marketing Assessment
> International Targeting - Language
<link rel=”alternate” href=”http://ca.example.com” hreflang=”en-ca” /> English in Canada
<link rel=”alternate” href=”http://it.example.com/” hreflang=”it-it” /> Italian in Italy
<link rel=”alternate” href=”http://mx.example.com/” hreflang=”es-mx” /> Spanish in Mexico
https://www.google.com/webmasters/

20. Improve your International Recruitment Results
with a Digital Marketing Assessment
> International Targeting - Country
Set in Webmaster Tools 1 profile and Country Target per Subdomain:
http://ca.example.com/ Target Canada
http://it.example.com/ Target Italy
http://mx.example.com/ Target Mexico
https://www.google.com/webmasters/

21. Improve your International Recruitment Results
with a Digital Marketing Assessment
> International Search Queries
https://www.google.com/webmasters/

22. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Evaluate your keyword rankings by country
https://www.moz.com/

23. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Should you Develop Multi-language Content?

24. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Use Video Testimonials to engage prospects

25. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Use Video Testimonials to engage prospects

26. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Survey your Content
• Place priority on
conversion events in the
recruitment cycle
• Examine visitor flow
through key pages
• Compare your content
to your competition’s
content

27. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Prioritize Pages and Elements that Lead to
Conversions

28. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Identify and Evaluate your Key Pages

29. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Examine Visitor Flow through Priority Content

30. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Understand the mobile marketplace
https://www.youtube.com/watch?v=jA-UBKU05cI

31. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Mobile traffic by country

32. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Analyze your Social Media traffic from
international prospective students

33. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Identify international recruitment conversions
coming from Social Media

34. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Put Social Media into Perspective

35. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Why Paid Search?

36. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Set your Country Targeting in Google AdWords

37. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Set your Languages in Google AdWords

38. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Analyze your Paid Search

39. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Deliver on your keyword

40. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Mobile PPC Campaigns
• Need high ad position
• Use ad extensions
• Use mobile landing pages

41. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Use Adwords Day Parts
• Be smart about setting
your account’s time zone.
• Target your ads when
they are the most
effective.

42. Improve your International Recruitment Results
with a Digital Marketing Assessment
> Paid Search Conversions by country
• Monitor your Paid Search
Traffic by country
• See how not all countries
convert equally

43. Improve your International Recruitment Results
with a Digital Marketing Assessment
> A/B Test you ads and landing pages

44. Improve your International Recruitment Results
with a Digital Marketing Assessment
> A/B Test you ads and landing pages

45. Improve your International Recruitment Results
with a Digital Marketing Assessment
Marketing Priorities and Recommendations
for your DM Assessment
• Identify Benchmarks, set new Goals
• Map and measure your complete Web Ecosystem
• Configure and rely on your Analytics
• Protect and improve SEO by country
• Improve content and consider a multilingual approach
• Adapt to the mobile reality
• Integrate and expand SM presence
• Track and Improve Paid Search

46. Improve your International Recruitment Results
with a Digital Marketing Assessment
Want to discuss your digital marketing?
• I’m easy to reach:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza