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EMBAC National 2018 | Truth be Told
- 1. TRUTH BE TOLD Digital Marketing Dreams, Failures & Realities for Executive Programs MODERATED BY: Q&A FEATURING:
- 2. AGENDA Moderated Q&A on Digital Marketing Dreams, Failures & Realities. Today’s topics of discussion will include: • Industry Benchmarks • Digital Marketing Strategy & Channels • Segmentation & Target Audiences • Risks, Challenges & Predictions • New & Next Trends on the Horizon
- 3. INTENTION Through this time together you will leave with an understanding of how to measure success. You will hear what is possible for success in the future.
- 4. WHAT DOES SUCCESS LOOK LIKE IN THE EXECUTIVE PROGRAM LANDSCAPE?
- 9. FACEBOOK ADVERTISING BREAKDOWN FOR BUSINESS SCHOOLS
- 10. LINKEDIN ADVERTISING BREAKDOWN FOR BUSINESS SCHOOLS
- 11. GOOGLE ADS BREAKDOWN FOR BUSINESS SCHOOLS
- 12. YOUTUBE ADVERTISING FOR BUSINESS SCHOOLS
- 13. ”If a student feels like they are being marketed to, we aren’t doing our job as marketers.” Amanda Karr, Executive Director, Student Recruitment Pepperdine University Graziado School of Business WISE WORDS FROM LINKEDIN EDUCATION CONNECTION
- 14. WHAT MARKETING CHANNELS AND strategies ARE WORKING FOR EXECUTIVE PROGRAMS?
- 17. Budget Allocation We have shifted our lead generation budget for LinkedIn to run Lead Gen Forms due to the success we have seen so far. Lead Gen Forms are pre-filled with accurate LinkedIn profile data, letting members send you their professional info with just a couple of clicks. LINKEDIN LEAD GEN FORMS
- 19. HOW CAN WE DIVERSIFY and REACH MORE RIGHT-FIT executive STUDENTS?
- 20. HYPER-NICHE TARGETING WITH LINKEDIN INMAIL Targeting the Right Person: • Geography • Job Title • Job Function or Skills • Job Seniority • Field of Study Targeting Tips • Years of experience > Age • Include bachelor’s degree, exclude MBA (if you don’t accept students who already have an MBA degree)
- 21. FEMALES IN EXEC ED & EMPLOYER ENGAGEMENT Female EMBA 55% Fridays & Saturdays 5-9/9-5 DREAM/FAILURE: More women in Executive Programs. REALITY: Timing is tough. Employers said no. SOLUTION: Revised course hours and scheduling.
- 22. WHAT NEW & NEXT TOOLS, TRENDS & ADVANCEMENTS ARE ON THE HORIZON?
- 23. REAL-TIME REPORTING WITH GOOGLE DATA STUDIO Up to the minute, interactive and customizable performance insights. Converge Reporting Dashboards include: • KPI tracking across campaigns, formats and channels • Leads vs. spend budget analysis • Performance breakdown by ad channel • Ad format performance insights • Custom reports and more!
- 24. • DREAMS - Dare to Dream in Digital: Don’t be afraid to test new channels and strategies, but set smart goals and monitor/measure along the way. • FAILURES - Don’t Fret the Failures, Learn from Them: Some dreams work and some don’t. Your students know this well and are looking to your brand as a strategic partner to advance and grow. Advance and grow (and struggle) with them. • REALITIES - Sometimes Reality is Nice, Too: Having a framework for what works and keeping it up isn’t always a bad thing. But you can change, too. Change is good. KEY TAKEAWAYS.
- 26. B-SCHOOL RESOURCE: THE MEASURED LEADER EBOOK Excel in your role as a measured leader. This ebook includes insights, case studies and a Brand Scorecard tool to help you keep a pulse on the various performance metrics impacting your brand in the marketplace. Download Now
Editor's Notes
- Provide an overview of comprehensive digital marketing strategy through the funnel and how different strategies and channels support your goals for enrollment and awareness. The chart on the left compares CPL in the bar graphs and how we recommend investing/breaking down your allocation and the blue CVR line shows what to expect in terms of conversion rate based on your investment at each funnel stage.
- Everyone knows that a comprehensive multichannel strategy is needed. How do we leverage the power of digital to better engage with and communicate with best-fit students? Your strategy HAS TO start with your target audiences. Personas cultivate a rendering of your audience that should drive your overarching strategy. [Speak to persona segmentation and the many different audiences of an EMBA program – emphasize Moving Up Melissa to frame up next slide)
- Applying personas to develop segmented copy, imagery and video content to best engage your target audience.
- This chart shows the numbers on how different campaign types work for B-Schools. What’s important to share here? We see a 5% CVR from strategic Interest & Consideration investments in search advertising. LinkedIn is particularly powerful for B-schools as many of you know. The overall CVR is well over 10% with a very low CPL. We’ll dive into Goizueta’s use of Lead Gen a bit later – excited for Nicole to share her experience with you. Example: The newer lead gen ad formats are great for driving leads from social media but users who are searching on Google will most likely be further in their decision making process. It’s a balance. Emphasize the importance of a media mix for building awareness, promoting engagement and driving qualified inquiries.
- Facebook can be great for engaging or re-engaging current audiences and prospects during their decision-making process. Upload a prospect list, retarget your website visitors. Promote an upcoming event or application deadline, or share alumni stories.
- 500+ million members who utilize platform for networking and professional development. LinkedIn offers extension audience segmentation opportunities for reach EMBA audiences. Job seniority, industries, companies and more. LinkedIn also continues to enhance their advertising platform with new ad formats, advanced audience targeting segmentation and more advanced data tracking to better understand ROI. InMail (added to self serve platform over a year go, very cost-effective, personalized approach) Carousel Ads Dynamic Ads (now on self-serve, making it more affordable) Lead gen ad formats (increase conversion rates by up to 50%) List targeting and look-a-like modeling Platform KPI updates
- Google Ads is one of the most powerful advertising platforms available. With advertising options to build awareness, capture users who are searching for you or your competitors, and re-engage website visitors as they browse online. [Speak to balance of CPLs when it comes to display vs. search. Often more cost-effective CPLs for display but higher lead to enrollment rates from search.]
- YouTube 2nd largest search engine Bumper ads (6 sec) to build build awareness TrueView + Lead + Target CPA to drive action Longer-form emotive videos Custom targeting options to reach target audience
- Wrap up this section by providing context around the importance of authenticity in marketing. Getting back to what your students need and communicating that narrative throughout your advertising, marketing, website and all aspects of your brand. The best ROI comes not just from data, but from the user experience and how it makes your EMBA candidates feel.
- Image is linked to live video
- Image is linked to live video
- GOIZUETA EXAMPLE: Results Lead gen ads have seen a 18.5% increase in CTR when compared to the regular Sponsored Content ads going to the landing page (RFI) Lead gen ads have seen a 87.9% increase in CVR when compared to the regular Sponsored Content ads going to the landing page (RFI)
- Getting nitty-gritty with Goizueta (NICOLE shares insights on how their segmented InMail campaigns are working) Years of Experience>Age Many LinkedIn users do not include their birthday in their profile data. LI has identified it is better to reach users in a certain age range by using ‘Years of Experience’ instead
- Jay and Angela insights go here
- Replace with EMBA Benchmark Data Ebook Resource for download