Enhance your website redesign with a digital marketing assessment
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Enhance your website redesign with a digital marketing assessment Enhance your website redesign with a digital marketing assessment Presentation Transcript

  • 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.
  • 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
  • Enhance your Website Redesign with a Digital Marketing Assessment > Define Marketing Goals for your Redesign View slide
  • Enhance your Website Redesign with a Digital Marketing Assessment > Benchmark your Current Site View slide
  • Enhance your Website Redesign with a Digital Marketing Assessment > The Digital Marketing Assessment • • • • • Information Architecture Analytics/Conversions Search Engine Optimization Content Social Media
  • 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.
  • Enhance your Website Redesign with a Digital Marketing Assessment > Assess your Information Architecture Example: URL Page Depth
  • 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 Tracking? Profiles and Filters Goals and Goal Values Webmaster Tools and AdWords linking • Campaign Tagging
  • Enhance your Website Redesign with a Digital Marketing Assessment > Google Analytics Goal Value • Assign a $ value to Goals achieved
  • 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
  • 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
  • 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
  • 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
  • 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.
  • 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 • Prioritize conversion events in redesign • Examine visitor flow through key pages • Compare your content to your competition’s content
  • 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 Conversions
  • 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
  • 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 Redesign • • • • • Identify Benchmarks, set new Goals Improve Information Architecture Improve Content Protect and improve SEO Integrate and improve Social
  • Questions? Philippe Taza ptaza@higher-education-marketing.com .www.higher-education-marketing.com @PhilippeTaza Lance Merker lance@omniupdate.com www.omniupdate.com @lancemerker