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Digital Marketing Strategy: Creating Conversion Experiences to Gain Competitive Advantage

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A digital marketing strategy tutorial that stresses the need for more "tactical marketing experts" as well as "brand strategists" to win in the intense competition for new students at every level in higher education. Special attention to (1) website design built around the top tasks that potential students want to complete on a website, (2) custom and lookalike advertising for converting existing leads and creating new ones, (3) landing pages, inquiry forms, and email response.

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Digital Marketing Strategy: Creating Conversion Experiences to Gain Competitive Advantage

  1. 1. Digital Marketing Strategy: Creating Conversion Experiences to Gain Competitive Advantage©RobertE.Johnson,Ph.D.2017 BOB JOHNSON, PH.D. AMA SYMPOSIUM FOR THE MARKETING OF HIGHER EDUCATION, 12-15 NOVEMBER 2017 ATLANTA, GA DECEMBER 4-7, 2016BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 1
  2. 2. Who is Bob Johnson? Higher education marketing since the 1980s. Bob Johnson Consulting, LLC since 2006… 87 clients. Gerry McGovern partner at Customer Carewords, Ltd. “Your Higher Education Marketing Newsletter” monthly to 3,600 subscribers + “Link of the Week” websites. Chair of AMA Symposium for the Marketing of Higher Education, 1994-2003. Twitter: @highedmarketing LinkedIn top task group: www.linkedin.com/groups/8478858 BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 2
  3. 3. We all have a personal bias… “The OpenEDU” marketing planning book from idfive BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 3
  4. 4. Skepticism is good… https://marketoonist.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 4
  5. 5. Before we start… Your questions? Your challenges? BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 5
  6. 6. Let’s start… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 6
  7. 7. Our 5 goals today… Attend to the top element… your website. Focus on what’s most important… top tasks. Plan what’s most effective… targeted messages (right person, right content). Emphasize a key online ingredient… speed. Adopt a strategy goal… increase conversions. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 7
  8. 8. 7 points to begin… TO SURVIVE & PROSPER IN DIGITAL MARKETING. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 8
  9. 9. 1. Love your website YOUR WEBSITE IS (STILL) THE CORE OF EVERYTHING. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 9
  10. 10. 2. Focus on top tasks IDENTIFY TASKS IMPORTANT TO VISITORS TO YOUR WEBSITE. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 10
  11. 11. 3. Be smart about Content Marketing PEOPLE DON’T RESPOND TO TYPICAL “BRAND-CENTRIC” PR CONTENT NO MATTER WHERE IT APPEARS. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 11
  12. 12. 4. Make landing pages work REPEAT & REINFORCE THE MESSAGE THAT BROUGHT PEOPLE TO THE PAGE. KEEP INQUIRY FORMS BRIEF. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 12
  13. 13. 5. Respond rapidly RAPID RESPONSE TELLS PEOPLE YOU CARE ABOUT THEIR INTEREST IN YOU. FIRST RESPONSE: <24 HOURS. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 13
  14. 14. 6. Be wary of Responsive Design BY ITSELF, IT IS NOT A SOLUTION FOR WEB SUCCESS IN THE MOBILE WORLD. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 14
  15. 15. 7. Embrace “Big Data” ESSENTIAL TO DELIVER THE RIGHT MESSAGE AT THE RIGHT TIME TO THE RIGHT PEOPLE. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 15
  16. 16. Caveats… BE AN ANGEL… NOT A RUSHING FOOL. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 16
  17. 17. Be wary of shiny objects… http://tcrn.ch/2f1JP4X BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 17
  18. 18. And new technology marvels… SMART TV? SMART WATCHES? BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 18
  19. 19. New shiny object in 2016… http://bit.ly/2esjyJC BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 19
  20. 20. Now shining in 2017… AI http://contentmarketinginstitute.com/2017/08/marketers-use- artificial-intelligence/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 20
  21. 21. AI in perspective… http://bit.ly/2yl4vhD BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 21
  22. 22. Speed is critical… https://testmysite.withgoogle.com/intl/en-gb BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 22
  23. 23. Can you match Amazon speed? BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 23
  24. 24. Test for speed, win a book… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 24
  25. 25. ABC… “Always Be Checking”… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 25
  26. 26. 3 key definitions • MARKETING STRATEGY. • DIGITAL MARKETING. • CONTENT MARKETING. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 26
  27. 27. Marketing strategy definition… Marketing strategy is sorting out who your audience actually is, and then finding out what has meaning for them. What do they care about, and how does this relate to your offer? What message can you deliver that is both true and meets your consumer squarely at the level of their needs? http://www.tronviggroup.com/marketing-strategy/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 27
  28. 28. Digital marketing definition… Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers. https://blog.hubspot.com/marketing/what-is- digital-marketing BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 28
  29. 29. Content marketing definition… “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” http://contentmarketinginstitute.com/2012/06/co ntent-marketing-definition BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 29
  30. 30. Content marketing elements… http://idfive.com/marketing-strategy-openedu-marketing-strategy-model/ If content is not “relevant & valuable” these will fail… ◦Press releases ◦Monthly newsletter ◦Blog posts ◦Social media campaigns ◦YouTube videos And let’s add: your website, your email, your text messages. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 30
  31. 31. Marketing filters are strong… https://marketoonist.com/ BOB JOHNSON CONSULTING, LLC 31
  32. 32. An ongoing marketing war… https://vtldesign.com/inbound-marketing/inbound- marketing-vs-outbound-marketing/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 32
  33. 33. Outbound marketing… Email marketing Banner ads Google Adwords Retargeting ads Native ads Direct response display ads “Custom audience” & “Lookalike” ads Group or communal advertising BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 33
  34. 34. 3 conversion strategy points… 1. A SELF-GENERATED INQUIRY IS BEST. 2. RESPOND RAPIDLY W/ TASK-RELATED CONTENT. 3. ADVERTISE TO INCREASE CONVERSION, NOT NEW LEADS. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 34
  35. 35. Landing pages are success keys… http://unbounce.com/noob-guide-to-online-marketing-infographic/ Email marketing Lead gen Organic search Conversion optimization Analytics Content marketing Pay-per-click ads Social media marketing BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 35
  36. 36. Does digital advertising work? https://marketoonist.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 36
  37. 37. Control advertising expectations… http://bit.ly/2fo6kOG “Search” ads perform better than “display” ads… “Education” ad CTR: ◦ Search ads at 2.2% ◦ Display ads at 0.2% BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 37
  38. 38. The need for speed… <5 seconds “A Microsoft study found that the average attention span was 12 seconds in 2000 and by 2014 had dropped to 8 seconds. (The attention span of a goldfish is 9 seconds.)” ◦Gerry McGovern, Digital Transformation, 2016. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 38
  39. 39. Goldfish set a high speed bar… https://marketoonist.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 39
  40. 40. Content marketing guide… http://bit.ly/1KjXFTT BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 40
  41. 41. Stealth at the graduate level… http://bit.ly/1KjXFTT BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 41
  42. 42. Your website is your most important element YES, THINK MOBILE. BUT DON’T FORGET THE LARGE SCREEN. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 42
  43. 43. Influential information sources… Ruffalo Noel Levitz E-expectations survey, 2017 BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 43
  44. 44. To answer a question… Ruffalo Noel Levitz E-expectations survey, 2017 BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 44
  45. 45. Desktop engagement tops mobile… http://www.marketingsherpa.com/article/chart/content-engagement-by-industry A lesson for higher education… ◦ “As a marketer you can increase your customers’ overall engagement with your content by knowing your audience, ensuring the content is relevant to their needs and making it functionally accessible on their customers’ device of choice.” BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 45
  46. 46. Desktop for form completion… Ruffalo Noel Levitz E-expectations survey, 2017 BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 46
  47. 47. Keep. It. Simple. What do most people want from your website? Fast task completion. Potential students are very task- oriented when they visit your website. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 47
  48. 48. Attention to Jakob Nielsen… http://www.nngroup.com/articles/university-sites/ TOP 10 DESIGN GUIDELINES… MY FAVORITES… #5 ◦ “Make it easy to view a list of majors and programs.” #8 ◦ “Follow the user journey: check the main tasks for each of your audiences.” #9 ◦ “Beware the perils of making your website ‘cool.’“ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 48
  49. 49. Top tasks for future students… Top tasks at the start… ◦ Find the programs you offer. ◦ Visit the academic program(s) of interest. ◦ Learn what you will cost. ◦ See if your grads are successful (AKA, “outcomes”). Other important tasks ◦ Who enrolls at this place? ◦ What’s required for admission? ◦ Where are you located? For transfers ◦ What credits will transfer? BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 49
  50. 50. Not top tasks… Speed bumps on the task completion path: ◦ Reading mission statements… for the university or for individual administrative departments. ◦ Reading messages from deans and presidents. ◦ Learning when a college was founded. ◦ Except international students? ◦ Scanning news story headlines. ◦ Watching home page carousels unfold. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 50
  51. 51. Combine 6 top tasks + search http://www.bellarmine.edu/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 51
  52. 52. And task priority on mobile… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 52
  53. 53. Find top tasks via “search”… http://www.xavier.edu/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 53
  54. 54. Tasks by recruitment cycle… http://www.esu.edu/admissions/index.cfm BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 54
  55. 55. Top tasks by department… http://studyabroad.arcadia.edu/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 55
  56. 56. Rapid 6-step cost estimator… http://www.wellesley.edu/admission/affordable/myintuition BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 56
  57. 57. Online transfer credit info… https://www.franklin.edu/transfer-credit-college-course- equivalency-tool BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 57
  58. 58. The Golden Rule… Less than 5 seconds to connect when a web page opens. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 58
  59. 59. Facebook speed quote… https://www.facebook.com/business/news/introducing-canvas BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 59
  60. 60. Slow download time… https://testmysite.thinkwithgoogle.com/intl/en-us BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 60
  61. 61. Slow speed is not inevitable… http://executiveeducation.wharton.upenn.edu/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 61
  62. 62. More mobile-fast websites… BENNINGTON COLLEGE… MEDILL SCHOOL… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 62
  63. 63. Inquiry form success secrets… KEEP IT SHORT & SIMPLE. RESIST DATABASE TYRANNY. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 63
  64. 64. Give people a reason to use your form… CORNELL UNIVERSITY "Join our contact list and receive emails, electronic invitations to programs, and important admission updates by completing the form below." AMERICAN UNIVERSITY “To receive additional information for Undergraduate Programs at American University, please complete and submit the following form. To use this form, you must have Java script enabled in your web browser. AU is sensitive to privacy issues and will not sell or otherwise distribute information obtained from this form. If your browser does not support forms, send mail to afa@american.edu to request application materials.” BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 64
  65. 65. Key to higher inquiry capture… http://bit.ly/2eUJkqY OLD INQUIRY FORM… NEW DATATEL FORM… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 65
  66. 66. Use people friendly response… http://bit.ly/2dMkw73 2015 INQUIRY RESPONSE… 2016 ELLUCIAN RESPONSE… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 66
  67. 67. Professional school simplicity… http://bit.ly/1aDruV9 BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 67
  68. 68. “Captcha” decreases ROI… The entire form is visible as it opens. Required data includes phone number and email. See “The Advanced Guide for Form Conversion Optimization” for why “captcha” decreases leads. BOB JOHNSON CONSULTING, LLC 68
  69. 69. Email Response Marketing… MOBILE FRIENDLY. PERSONAL. QUICK TO SCAN. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 69
  70. 70. Email is far from dead… Ruffalo Noel Levitz E-expectations survey, 2017 BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 70
  71. 71. 7 key points… Subject line: Use the name of your school. Be personal… Use the student’s name. If you ask for personal information, use it ◦ Especially academic program interest Use space between paragraphs! Be personal… Close with the name of a real person. Consistent schedule… weekly is fine. Consistent design format. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 71
  72. 72. This is good… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 72
  73. 73. This is not good… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 73
  74. 74. A “war on advertising”… THE GROWTH OF AD-BLOCKING SOFTWARE. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 74
  75. 75. Why people hate online ads… https://marketoonist.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 75
  76. 76. “Spray & pray” ads don’t work… https://marketoonist.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 76
  77. 77. Ad-blocking software grows… https://marketoonist.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 77
  78. 78. Ad-blocking made easy… https://adblockplus.org BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 78
  79. 79. Surviving ad-blockers… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 79
  80. 80. Unacceptable ad types… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 80
  81. 81. Learn more here… https://pagefair.com/blog/2017/adblockreport/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 81
  82. 82. Teens respond to ads… Ruffalo Noel Levitz E-expectations survey, 2017 BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 82
  83. 83. Custom Advertising… THE FACEBOOK EXAMPLE… TARGETING YOUR CURRENT AUDIENCE ON A MASS MEDIA SITE. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 83
  84. 84. Creating a “custom audience”… https://www.facebook.com/business/a/online-sales/custom- audiences Conversion ads to move people through the recruitment cycle. ◦ Send ads to potential students already in your database. ◦ Inquiries or Applicants? ◦ Upload contact info (email, phone, IP address)… FB will match with its current database. ◦ FB says 40% to 60% match for email. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 84
  85. 85. Custom & Lookalike Audiences… https://www.facebook.com/ads/manager/audiences/manage/?act=40154125&pid=p1 BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 85
  86. 86. “Customer File” first option… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 86
  87. 87. Based on people already on file… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 87
  88. 88. Data selections to customize… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 88
  89. 89. Use as many identifiers as possible… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 89
  90. 90. Customize from web visitors… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 90
  91. 91. Customize from your contacts… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 91
  92. 92. Why are you advertising? BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 92
  93. 93. Create a “LookaLike” audience… https://www.facebook.com/business/a/lookalike-audiences BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 93
  94. 94. Select your “Lookalikes” from your current contacts… Important… ◦ You can use geographic selection to narrow a “Lookalike” audience for ◦ primary recruitment areas (including international), ◦ college fair locations, ◦ alumni gatherings, ◦ sports events. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 94
  95. 95. Select the ad campaign goal… https://www.facebook.com/ads/manager/creation/creation/?act=40154125&pid=p1 BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 95
  96. 96. Start creating account detail… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 96
  97. 97. Start defining the audience… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 97
  98. 98. Add age, gender, education… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 98
  99. 99. Two more steps… PICK A BUDGET, SCHEDULE… PICK A FORMAT… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 99
  100. 100. Image, text & destination link… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 100
  101. 101. Our landing page… https://calvin.edu/offices-services/financial-aid/affordability/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 101
  102. 102. An article to review & plan… http://www.socialmediaexaminer.com/facebook-custom- audiences-for-increased-reach BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 102
  103. 103. Retargeted Advertising CREEPY TO SOME… SUCCESSFUL TO OTHERS. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 103
  104. 104. The retargeting trail… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 104
  105. 105. Retargeting message strategy… Recommended: ◦Focus on academic program page (or series of pages) visited. But you can retarget from any page you wish. Start soon after a first visit… 24 hours. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 105
  106. 106. Retargeting message tactics… https://blog.retargeter.com/retargeting/8-best-practices-for-running-a- retargeting-campaign Key campaign points: ◦ Set a frequency cap (17-20 per month). ◦ Burn code to stop one set of ads when desired action response is taken. ◦ Contextual targeting based on website content visited. ◦ Creative that boosts response: ◦ Immediate brand recognition ◦ Short copy. ◦ Easy call-to-action. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 106
  107. 107. Retarget for specific programs… http://onlinemba.neu.edu/ SCHOOL HOME PAGE… M.S. IN FINANCE… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 107
  108. 108. WGU retargeting ad (16 Nov)… And landing page (LA Times) BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 108
  109. 109. WGU retargeting ad (16 Nov)… And landing page (TV Guide) BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 109
  110. 110. WGU retargeting ad (17 Nov)… And landing page (TV Guide) BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 110
  111. 111. Temple retargeting ad (17 Nov)… And landing page (TV Guide) BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 111
  112. 112. Landing pages… REPEAT & REINFORCE THE AD MESSAGE. USE SHORT & SIMPLE FORMS. ATTENTION TO AUTO-RESPONSE FORM. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 112
  113. 113. ABC… Avoid silly mistakes… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 113
  114. 114. An online ad… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 114
  115. 115. 3 steps to make an inquiry… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 115
  116. 116. Asking about motivation… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 116
  117. 117. Quick & simple contact info… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 117
  118. 118. Missed marketing opportunity… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 118
  119. 119. Typical auto-response message… BOB JOHNSON CONSULTING, LLC 119
  120. 120. Another typical example… BOB JOHNSON CONSULTING, LLC 120
  121. 121. Unusual auto-response… http://onlinemba.lynn.edu/thanks/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 121
  122. 122. Awkward 10-page PDF brochure… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 122
  123. 123. In the (near) future… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 123
  124. 124. Voice search… https://www.highervisibility.com/resource/research/how- popular-is-voice-search/ In the mobile world, no need to touch anything. What words will your visitors use? Must work better than your “search” works now. “Top tasks” even more important than today… know “Task words.” 2017: 50+% of mobile phone owners in U.S. use “voice” daily or weekly. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 124
  125. 125. Something wicked is coming… http://www.wordstream.com/blog/ws/2017/03/14/google- voice-search BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 125
  126. 126. Virtual reality: Yes? No? October 2017 news items… BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 126
  127. 127. Virtual reality advertising… https://virtualsky.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 127
  128. 128. More video stories… https://resources.causevox.com/ebook/video-storytelling BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 128
  129. 129. Wrapping up… Strategy points for success BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 129
  130. 130. Neglected strategy… academics Academic program interest of potential students as the starting place… ◦ Use academic program interest from first inquiry response ◦ Inquiry, application & finance options from every academic program page. ◦ Custom advertising & retargeting based on academic program page data. ◦ Academic content written for students, not faculty and their friends. ◦ Social media plan for selected programs. ◦ Video stories from students and faculty in academic programs. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 130
  131. 131. Digital steps, strategy + tactics… First website impression is critical… ◦ Top tasks from customer viewpoint. ◦ Abandon/reduce “marketing speak” content. ◦ Website remains most important digital element. Focus on increasing conversions as priority goal. Simple online inquiry forms boost ROI. Immediate inquiry response… ◦ Telephone, email, or texting. Continuing response unless told to stop. Big Data to focus advertising. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 131
  132. 132. Thanks for being here in Atlanta! BOB JOHNSON, PH.D. BOB@BOBJOHNSONCONSULTING.COM WWW.BOBJOHNSONCONSULTING.COM @HIGHEDMARKETING BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 132
  133. 133. 10 digital marketing resources SITES AND SUBSCRIPTIONS TO ADD TO YOUR KIT BAG. BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 133
  134. 134. Stay current with ClickZ… http://www.clickz.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 134
  135. 135. Social Media Examiner… http://www.socialmediaexaminer.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 135
  136. 136. Kissmetrics blog… https://blog.kissmetrics.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 136
  137. 137. WordStream blog… http://www.wordstream.com/blog?camplink=mainnavbar&campname=Blog BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 137
  138. 138. Search Engine Watch… http://searchenginewatch.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 138
  139. 139. Content Marketing Institute… http://contentmarketinginstitute.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 139
  140. 140. Pew “Internet & Tech” research… http://www.pewinternet.org/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 140
  141. 141. Customer Carewords… http://www.customercarewords.com/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 141
  142. 142. Track U.S. legalities… http://1.usa.gov/1oiQJLP BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 142
  143. 143. For the Futurists… http://www.iftf.org/home/ BOB JOHNSON CONSULTING, LLC... CUSTOMER CAREWORDS, LTD ... @HIGHEDMARKETING 143

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